RWO_April Women Entrepreneurs 2025

SEPT/OCT 2023

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APRIL 2025 EDITION

REGULARS

REGULARS 204

ONE TOUGH MOTHER

316

EMPOWERING WOMEN WITH KINDNESS

60

BUILDING HER EMPIRE Lemon Love

76

WARRIOR WOMAN

242

MANIFESTING YOUR TRUE PURPOSE

246

ANIMAL CARE CORNER

150

INSIDE A WOMAN’S MIND

120

DREAM. BUILD. LEAD. Toni Brinson

240

258

DECORATING FOR YOUR EMOTIONAL HEALTH

260

THE LORI FACTOR

128

BEAUTIFUL, POWERFUL, DESERVING

232

HER EDGE

210

DRIVE SMART

154

LET’S GET L.I.T.

84

WOMAN WHO INSPIRES Jolana Hollister

46

BUILDING HER EMPIRE

168

THE VISION

192

JOURNEY TO SUCCESS

222

THE POWER OF HER VISION

HEALTH & WELLNESS 258

LIFE IN BALANCE

110

2 FIT CHICKS

FEEDING YOUR SOUL

96

MINUTES MATTER

138

SUCCESS POSITIVE Carley Murtha

158

CONFIDENT CULTURE

202

SHETHRIVES

296

HEAL.EMPOWER.RECLAIM

174

315 ENTREPRENEUR Megan Backus

250

BREATHING SPACE

198

UNLOCKING YOUR BEST SELF

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178

20 COVER STORY Cyndi Weis

36

90

BUILD LIKE A WOMAN Christina Walsh

68 BOSS MOVES Jess Jackson

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{ FROM THE PUBLISHER } Dear Readers, Welcome to one of my favorite editions of the year – the Annual Women Entrepreneurs Edition of Rochester Woman Online!

This issue is bursting at the seams with powerhouse women who are shaking things up, breaking glass ceilings, and building empires from the ground up right here in our community.

I am beyond excited to feature the incredible Cyndi Weis, founder of Breathe Yoga, as our empowering cover woman.

Cyndi is not only a trailblazer in wellness and entrepreneurship, but a fierce advocate for creating balance in business and in life.

Her journey from corporate America to mindful movement has not only changed lives across the Rochester region but also inspired an entire generation of women to pause, breathe, and lead with purpose.

Inside this edition, you’ll also meet a diverse lineup of women carving out their own paths to success. From Christina Walsh of Coastal Tile & Stone, bringing elegance and edge to every space she touches, to Jess Jackson of Soulscape.

You’ll also fall in love with the family-run passion behind Lemon Love, led by a dynamic mother-and-daughters trio, and hear from Carley Murtha, a fierce female making waves with bold creativity and unstoppable determination.

And that’s just the beginning—there are so many more amazing women in these pages that you don’t want to miss!

This issue isn’t just a celebration—it’s a call to action. Are you ready to elevate your brand? Share your journey? Inspire others with your voice? Join us in an upcoming edition of Rochester Woman Online and be part of a movement that’s all about empowering, uplifting, and connecting women.

And speaking of connection, don’t miss the InnovateHER Leadership Summit happening Saturday, June 8th at The Penthouse at One East Avenue. This event is all about igniting innovation and leadership among women entrepreneurs, creatives, and professionals in a space where collaboration fuels growth. Panels, networking, speakers, and inspiration—you won’t want to miss it.

Ready to be featured, sponsor an event, or attend the summit?

Reach out to me directly at networkrocqueen@gmail.com and let’s make it happen!

With love and empowerment, Kelly Breuer

Publisher, Rochester Woman Online

T T

ON OUR COVER

Our annual women entrepreneurs edition cover woman Cyndi Weis was photographed by Michele Ashlee-Meade on location at breathe yoga and Breathe at Home on Main St. in Pittsford, NY. 8

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Since 1883, YWCA of Rochester & Monroe County has been a cornerstone of support and empowerment in our community. Our mission is to eliminate racism, empower women, and promote peace, justice, freedom, and dignity for all.

Getting involved with YWCA is more than just an act of kindness—it’s a powerful commitment to creating lasting change.

Adopt-a-Family for the Holidays

Fundraise on YWCA’s Behalf

Monthly Giving

Scan to Get Involved with YWCA Today!

585.546.5820 | ywinfo@ywcarochester.org ywcarochester.org

Volunteer Your Time

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{ A LOOK AT OUR TEAM }

PUBLISHER FREELANCE EDITOR CREATIVE DIRECTOR/GRAPHIC DESIGN

Kelly Breuer Marisa Zeppieri Kelly Breuer

LEAD PHOTOGRAPHER

Michele Ashlee-Meade

PHOTOGRAPHY

Brandon Vick Christopher Cardwell Michele Ashlee - Meade Chris Johnson Tanya Consaul

CONTRIBUTING WRITERS

ADVERTISING SALES

Chris Johnson

Dr Pam Denton Lisa Wagner Ian Love Lori Murphy Trina Alessi The ACS Team Joanne Ryan Veronica Ryan Chelsea Boe Clianda Florence Christine Piacentino Lori Bruton The A+P Team Robin Dewind Kaitlyn Vittozzi Nancy McQueen Mooney MS Ed. LMHC Lori Murphy Jayne Miller Cyndi Weis Christina Uliana Jess Jackson Shaina Zazzaro Danielle Vallas Carley Murtha Kelly Breuer

SOCIAL MEDIA DIRECTOR

Network Rochester

WEB DESIGN & MANAGEMENT

Network Rochester

Rochester Woman ONLINE is the premier professional woman’s online publication in the Greater Rochester area. Our feature articles address major topics that interest local

women. Each issue includes articles on health, fashion, fitness, finance, dining, lifestyle and personal perspectives, as well as a spotlight on local area women. The electronic magazines are distributed freely through your favorite app store and will be in your inbox electronically by the first week of every month. The publication is available free of charge. Please feel free to contact publisher Kelly Breuer at 585.727.9120 or you can email us at networkrocqueen@gmail.com. Download our current media kit at www.rochesterwomanonline.com.

The magazine is published 12 times a year by Rochester Woman ONLINE. Copyright © 2024. Rochester Woman ONLINE. No part of this magazine may be reproduced or republished without the consent of the publisher. Rochester Woman ONLINE is not responsible for unsolicited submissions, manuscripts, photos or artwork. All such submissions become the property of Rochester Woman ONLINE and will not be returned.

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MEET CYNDI WEIS YOU ARE ENOUGH. BYBY NICOLE HEROUX WILLIAMS I PHOTOS NSPHUGHEY, STUDIO LISA HUGHES PHOTOS MICHELE ASHLEE, AMANDA KINTON,BY ELISE

With grace, grit, and a passion for holistic wellness, the founder of breathe has spent the past two decades building more than just a business—she’s built a movement. What started in 2002 as a unique fusion of yoga, nutrition, and retail has blossomed into one of Rochester’s most beloved wellness destinations.

Guided by authenticity, inclusivity, and a deep commitment to community, this visionary woman has proven that entrepreneurship doesn’t always begin with a business plan—it begins with heart.

As a registered dietitian, yoga instructor, keynote speaker, and mother, she wears many hats, yet manages to remain grounded in purpose. At 65, she is redefining what it means to age, lead, and live fully.

Her story is one of passion meeting perseverance, and of staying true to one’s purpose even when the path is uncertain. For this Women Entrepreneurs Edition, we are honored to feature her on our cover and share the inspiring journey behind breathe—a space where wellness isn’t just practiced, it’s lived.

About Her Journey & Entrepreneurship What inspired you to start breathe in 2002, and how has your vision evolved over the past 22 years?

I started breathe as a way to combine my passions and professional experience. I 20

began practicing yoga at the age of twelve, built a career as a registered dietitian, and was also a partner in a retail boutique.

These three elements—yoga, nutrition, and retail—naturally came together to create breathe: a yoga studio, juice bar, and retail space all under one roof.

frequently for work and our daughters were transitioning from high school to college, I found myself at a crossroads. I wanted to stay engaged in something that felt deeply authentic—something that gave me a sense of purpose, creativity, and connection.

Over time, breathe has evolved into much more than I originally imagined. It’s grown

breathe wasn’t the product of a detailed business plan. It was born out of intuition, built around the things that had always brought me happiness. Creating a space that could nourish the body, mind, and soul felt like the most natural thing in the world. It was a way to create something meaningful not just for me, but for the entire community.

What were some of the biggest challenges you faced in the early days of breathe, and how did you overcome them?

One of my biggest challenges was not having any formal business training. I used to joke, “I have no business being in business!” My background was in nutrition and mental health counseling—not accounting, operations, or HR.

into a true wellness community—a hub where people can connect, recharge, and feel supported. What started as a personal dream has become a shared experience.

Can you take us back to the moment you decided to put everything you loved under one roof? What was that like?

When my husband began traveling

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But what seemed like a setback actually became a blessing. I had to learn everything from scratch—finances, marketing, team dynamics—and in doing so, I built something uniquely people-focused. I leaned on mentors, asked questions, and stayed curious.

Not knowing the “rules” allowed me to lead with heart, and that has made

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“Despite how much breathe has grown over the past 22 years, my mornings have remained remarkably consistent—and I cherish that. I love arriving early, making myself an açaí bowl and a cup of coffee, and easing into the day while I catch up on emails and prep for what’s ahead.

It’s a quiet, grounding ritual that centers me. That simple routine remains one of my favorite parts of the day.”

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YOU ARE ENOUGH.

“Giving back has always been central to our mission. From the beginning, we’ve looked for ways to support local organizations and offer resources where they’re needed most.”

BY NICOLE HEROUX WILLIAMS I PHOTOS BY NSP STUDIO

all the difference.

What has been the most rewarding part of being an entrepreneur and building a wellness community?

There have been so many moments that I treasure. The most rewarding part has been the relationships— meeting incredible people through yoga classes, watching staff and clients grow, and seeing the ripple effect of wellness spread through the community.

Growing breathe alongside my husband and two daughters has made it feel like a third child in our family. It’s not just a business—it’s an extension of who we are. I’m endlessly grateful for that.

How do you balance being a business owner, yoga instructor, dietitian, keynote speaker, and still find time for yourself and your family?

Balancing a business that also happens to be your passion can be tricky—but it’s also deeply fulfilling.

Now that my husband is retired, breathe has truly become a family venture. All four of us have carved out our own lanes within the business, so we support one another while still maintaining individual responsibilities.

That blend of structure and shared purpose makes it work beautifully. We’ve been able to merge work and family life in a way that feels natural and sustainable.

About breathe & Its Impact breathe has become a wellness

hub in Rochester—what do you think makes it stand out from other yoga and wellness spaces? breathe stands out because it was designed from a personal lens—I built the business I wished existed. I thought, “How great would it be to take a yoga class, grab a fresh smoothie afterward, and maybe pick up a cute pair of yoga pants on the way out?”

Turns out, a lot of people felt the same way. It’s all about making wellness convenient, enjoyable, and even a little indulgent—all under one roof. That

holistic experience is what sets us apart.

What’s your favorite part of walking into breathe on any given day?

Despite how much breathe has grown over the past 22 years, my mornings have remained remarkably consistent—and I cherish that. I love arriving early, making myself an açaí bowl and a cup of coffee, and easing into the day while I catch up on emails and prep for what’s ahead.

It’s a quiet, grounding ritual that centers me. That simple routine remains

one of my favorite parts of the day.

How has breathe’s expansion into both in-person and online offerings changed the way you connect with the community?

When the pandemic hit, we pivoted quickly and introduced live online classes to stay connected with our community. While many studios phased out virtual offerings later, we made the decision to keep ours— because the impact was undeniable.

These online classes became lifelines for so many people: parents, caregivers, those with health concerns, or clients living outside of Rochester.

It deepened our sense of inclusivity and allowed us to reach people in new ways. I can’t imagine breathe without it now.

Your mission emphasizes inclusivity and giving back to the community—why is that such an integral part of your business?

Giving back has always been central to our mission.

From the beginning, we’ve looked for ways to support local organizations and offer resources where they’re needed most.

Our success is rooted in community, and we feel a responsibility to give back in meaningful ways. Whether through donation-based classes, partnerships, or local initiatives, it’s our way of saying thank you and staying connected.

Can you share a stor y of a client or member whose life was transformed through breathe?

I have an overflowing folder of cards

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“TRUST your gut.

You already have EVERYTHING you need inside you. Don’t WASTE TIME doubting your WORTH.

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YOU ARE ENOUGH.

“Running a business is a constant stream of decision-making. Mindfulness helps me stay present, focused, and less reactive—especially in high-pressure moments.”

BY NICOLE HEROUX WILLIAMS I PHOTOS BY NSP STUDIO

nd letters from clients who’ve shared how breathe changed their lives— physically, emotionally, or spiritually.

One that stands out is a woman who came in during a difficult chapter of her life. She later told me that breathe helped her find her strength again—through yoga, community, and simple kindness.

It’s incredibly humbling to hear that.

Every time I read a note like that, I’m reminded why we do this work.

On Yoga, Meditation, & Wellness You’ve spent years studying yoga, meditation, and nutrition— what have been some of the most profound lessons you’ve learned?

Each of these practices has shaped my life in a deeply personal way. Yoga came first—my mom introduced it to me at 12, and it became a lifelong companion.

Nutrition came next, born from my own challenges with weight and health.

Becoming a registered dietitian helped me understand how food nourishes not just the body, but the mind and spirit.

Then, a decade ago, a stress-related illness pushed me to embrace meditation. It became my lifeline and taught me how to care for my inner world, not just the outer. Together, these three paths taught me that true well-being isn’t found in any single practice—it’s a daily commitment to awareness, balance, and self-compassion.

What advice would you give to someone who’s hesitant to try yoga or meditation for the first time?

If you’re nervous, you’re not alone.

Many people worry they won’t be good at it—but the beautiful truth

is, there’s no such thing as being “good” at yoga or meditation.

Yoga isn’t about perfect poses, and meditation isn’t about emptying your mind. It’s about presence, breath, and meeting yourself where you are. All you have to do is show up. The rest unfolds naturally.

How do you think yoga and meditation contribute to longevity and overall well-being?

Yoga and meditation are my non-negotiables. They keep me feeling good—physically, m e n t a l l y, a n d e m o t i o n a l l y.

Yoga keeps my body strong and flexible, supporting healthy aging.

Meditation helps me manage stress, stay grounded, and move through life with more clarity. You don’t need to practice for hours to benefit—it’s about consistency, not perfection.

What role does mindfulness play in running a successful business?

Running a business is a constant stream of decision-making.

Mindfulness helps me stay present, focused, and less reactive— especially in high-pressure moments.

Meditation has strengthened my ability to pause, assess, and respond with intention. It doesn’t remove challenges, but it definitely makes me a better leader.

How do you see the wellness industry evolving in the next 5–10 years?

I think wellness will continue to grow, especially as more people focus on longevity and holistic health. Trends will come and go, but yoga has stood the test of time—and for good reason.

It’s not just a trend; it’s a practice that

connects us back to ourselves. As people continue seeking depth and sustainability in their wellness routines, I believe yoga will remain a constant.

On Aging & Personal Growth You speak about redefining what it means to age—what does that mean to you personally?

For me, redefining aging means embracing it fully. At 65, I genuinely love this stage of life. There’s a sense of confidence, freedom, and self-acceptance that only comes with experience.

It breaks my heart when I hear people talk about aging like it’s something to dread. It doesn’t have to be. This can be the most powerful, liberating chapter yet.

What are some of the biggest misconceptions about aging that you’d like to challenge?

One major misconception is that aging equals fading into the background. I reject that. This is not a time to shrink or become invisible—it’s a time to shine with everything you’ve learned.

And why are we taught to lie about our age? Every year we’ve lived is a badge of honor. We need to celebrate that, not hide it.

What are three things anyone can start doing today to feel healthier and more vibrant at any age?

My 3 Non-Negotiables for Aging Well: Quality Sleep – Everything else depends on it.

Muscle Matters – Strength training and protein intake are key for longevity

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YOU ARE ENOUGH.

“For me, redefining aging means embracing it fully. At 65, I genuinely love this stage of life.”

BY NICOLE HEROUX WILLIAMS I PHOTOS BY NSP STUDIO

and vitality.

Mindset is Everything – Believing your best days are ahead changes how you show up in the world.

What has surprised you most about yourself as you’ve moved into what you call the 4th Quarter of Life?

What’s surprised me most is how good I feel—physically, emotionally, and spiritually. I’ve learned to tune into what my body and soul need, to let go of unrealistic pressures, and to embrace simplicity.

This stage of life is rich with gratitude and possibility. I didn’t expect to feel this alive—and that’s been a beautiful surprise.

If you could go back and give your younger self one piece of advice, what would it be?

Honestly, I wouldn’t change much—every twist and turn brought me here. But if I could whisper something to my younger self, it would be this: “Trust your gut. You already have everything you need i n s i d e y o u . Do n’t w a s t e time doubting your worth.”

What do you hope your legacy will be—not just as a business owner, but as a woman, a mother, and a leader in the wellness space?

I hope my legacy is one of wholehearted living. That I lived authentically, led with compassion, and empowered others—especially women—to believe in their worth and pursue their passions unapologetically. As a mother, I hope my daughters saw a woman who wasn’t 30

afraid to take risks, to grow, and to lead with grace. And as a wellness advocate, I hope I helped people feel seen, supported, and capable of creating meaningful change in their own lives. If I’ve done that, then I’ve done something worthwhile.

What advice would you give to women who feel it’s “too late” to start over or pursue a dream?

It is never too late. That idea is just

a story we’ve been told—and it’s not true. Some of the most beautiful chapters of life begin when we think we’ve missed our chance. Whether you’re 40, 60, or beyond, you’re still growing, learning, and evolving. Your age is not a deadline; it’s a foundation.

If something is calling to you, don’t wait for permission—start small, but start now. Trust that every step matters, and know that reinvention is one of the most powerful gifts we have.

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How do you continue to grow and evolve, both personally and professionally, after two decades of running breathe?

Staying curious has been the key. I’m constantly reading, taking workshops, attending retreats, and learning from the incredible people I meet through breathe. I believe the moment we think we have it all figured out is the moment we stop growing. Every season of life brings new lessons— and I’ve learned to welcome that.

Professionally, I listen to my team, my clients, and my own instincts.

Personally, I invest in the things that nourish me: connection, nature, movement, and meaningful rest.

Growth doesn’t always look like hustle—it often looks like presence.

What’s next for you and for breathe?

What dreams are still on the horizon?

There’s always something new percolating! For breathe, we’re continuing to explore ways to deepen our community impact—whether it’s through expanded virtual offerings, wellness retreats, or collaborations with local organizations. Personally, I’ve been leaning into more speaking opportunities and storytelling. I think there’s so much power in shared experiences, especially as women move into midlife and beyond. I want to keep creating spaces—both physical and emotional—where people feel inspired, supported, and empowered to live their fullest, healthiest lives.

That dream never gets old.

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CHRISTINA WALSH PHOTOS BY BRANDON VICK PHOTOGRAPHY

Tell us a little about yourself and your background. What first drew you to the tile and stone industry?

I grew up in West Irondequoit with my younger brother and our Ukrainian parents.

We’ve always been blessed with such a close, fun and loving home rich in family traditions, which we still carry out today.

The work ethic that my parents possess has always inspired me and I admire them both so much - my father is never afraid of hard work, while my mother always makes things beautiful and I strive to achieve both of those qualities in my own life.

gorgeous marble from Italy, one of a kind granite from Brazil, and hand selected pebbles from Indonesia. Anywhere my husband and I go, I’m the one that can’t help but run my hands over stones, marble and surfaces made out of natural material.

What inspired you to take the leap and start your own business, Coastal Tile & Stone? Can you share the journey that led to this decision?

I loved what I was doing, sharing the products I was representing, putting the company’s tile in local showrooms and, as my position

I became interested in design when I was in my very early 20’s. It wasn’t my intended career choice, but little by little it started inching into the corners of my life where I had some free time, although being a young wife and mother of 3 daughters, free moments were far and few in between.

I began working in the industry, finished design school, went through a divorce, and opened a small business, Rochester Paint and Design, but also had a bit of time where I worked in the media arena because design just wasn’t paying the bills.

18 years ago this August, I met my husband Mike, became a step mom of two beautiful children, Mike Jr, and Alexandra, to add to my own brood of 3 beautiful daughters, Alexis, Allison and Shannon. I love them all so much, our family blended, life was fun, busy and time moved in the blink of an eye. Eventually I made it back to where my heart was career wise, and accepted a position as Regional Sales Manager/Dealer Rep for a tile importer that also has a local retail showroom, where I worked for the better part of a decade. While I always loved design and remodeling, it was in these years that I fell in love with the beauty of tile and natural stone. In fact, I completely geek out and can easily bore anyone for hours as I ramble on (and on lol) about

was hybrid, designing. The company was great, the GM was wonderful, and I loved the team I worked with as well as the clients I helped. I just knew in my heart that I had reached a point where I had achieved all I could at that level, and me being me, well...I wanted to learn more, I wanted to grow.

I had a million ideas, and I just wanted to do things in a different way, in a different environment that better represented who I was. I come from the mindset that we need to evolve and always push our limits.

You never know where that evolution and growth will take you! I felt it was time, and I began to get really excited at the idea of making this happen.

My husband Mike, who is a GC and former home builder, was so instrumental in taking that leap. He’s amazing, he’s my rock, he knows this industry inside and out, and all that goes with it. It can be really stressful, there are a lot of moving parts, so having a partner who already understood that was so important. We would bounce ideas off each other, he would share his vast knowledge, and most importantly, he made me promise to tune out the noise... and there was a lot of noise.

The world was just coming out of the Covid era, and many people thought I was absolutely crazy for wanting to open up a new business. Especially this business.

In this city. But I wanted to do what I loved on my own terms. I kept my promise and tuned it all out, followed my gut, welcomed the support of my husband, our children and my parents, began to sprint, and never looked back.

It was the best career decision I have ever made, and I’m grateful to my family for believing in me.

Since opening your showroom, what has the experience been like? Have there been any unexpected challenges or successes?

The showroom first opened in early 2021, in a teensy, tiny former Allstate office of about 600 sf, on Creek St. in Webster. It was exhilarating! I smiled every morning as I woke up! I smiled every day as I opened the doors! Although it was a small space, Mike and I remodeled it and filled it up with things we loved and wanted to share with our remodeling clients and our retail customers. I hold such a soft spot in my heart for that sweet little boutique showroom, and I am forever thankful and grateful for every single moment we spent there, and every person who walked through our doors. We experienced some growing pains, which are normal, and expected - and all

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{ SHIFT+CONTROL } } { BUILD LIKE A WOMAN “The work ethic that my parents possess has always inspired me and I admire them both so much - my father is never afraid of hard work, while my mother always makes things beautiful and I strive to achieve both of those qualities in my own life.”

all worth the learning that comes with them.

What was unexpected, and challenging, was the growth that Coastal experienced in those short years. We became really busy! I learned so much, and I fumbled a few times as I began to oversee projects as well, but I welcomed the lessons, (and never made the same mistakes again), and I accepted every last bit of industry advice from my husband. Eventually, as much as I cherished that space, it was time to expand, and the search began for a new showroom location.

Where is your showroom located, and what makes it the ideal spot for your customers?

Our beautiful new showroom is located at 1255 University Avenue, in a building that is quite rich in history. Around the turn of the century it housed the G.W. Todd Company, and it is now listed on the National Registry of Historic Places in Rochester NY. My husband and I were at Living Roots Urban Winery, which is in the building, and noticed an “Available” sign on the space across the hall. I called the realtor, we looked at it, fell in love with it, and it became the new home of Coastal Tile & Stone. It just felt right, and it embodied exactly the vibe I wanted. Funny story, I actually had our first showroom remodeled to resemble some aspects of the space at Living Roots because I loved it so much - we painted the ceiling black, put up a rustic beam, white brick, etc. Sometimes I laugh and think, did I manifest this being our new showroom location??

Six giant windows flood the showroom with so much natural light, and the high industrial ceilings make it feel even more spacious. The original wood plank floor and rustic wood beams create the perfect juxtaposition for showcasing modern tile options, and also lend such a warm, cozy feel to the space. My husband, our son 40

Mike Jr, and our installer went to work and tore down walls, built a floor to ceiling fireplace, an office, a reception desk and my very favorite spot in the showroom - the 9 foot design table! Mike, Mike Jr and I painted the walls and windows, put displays together, and moved more tile around than you would believe. We all suffered sore backs those first few weeks!

The new location is ideal as it is right along the Neighborhood of the Arts district, close to the highway, and easy to get to from all areas of Rochester. It’s a creative and fun area of Rochester, on a busy and bustling stretch of University Ave, and this building is home to many other wonderful businesses inside as well. The main entrance on University has on street parking, parking spots in the front lot and across the street. The back entrance, on Sager Drive, is wheelchair accessible, and has many parking spots. As for me? I can’t lie- Mike and I love having Tony D’s, Sager Stoneyard, The Revelry and Forno Tony’s all a few steps away, and of course, our good friends and neighbors at Living Roots right next door! We don’t need to go far when we’re hungry.

What was the vision behind your showroom? How does it reflect your brand and the experience you want to offer clients?

I knew precisely what I wanted for the vibe of the showroom - from the lighting, to the warm fireplace with Italian marble in hues of copper and blue, right down to the bowl of oranges and the espresso maker. That vision came easily, and it was all based on the experience I wanted our customers to have the moment they walked through the doors. To have people walk into a friendly environment, feeling instantly feel welcomed, relaxed and comfortable was so important.

When it came to what we offered, I was pretty selective. The showroom houses a vast array of beautiful and unique tile and

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stone options that were sourced from Italy, Spain, Portugal, Turkey, India and Bali, among others, and of course from right here in the USA. I display individual pieces of loose tile, because I like to spread it all out on the design table and really show clients how it will look. We get right in there and play with it, change up the design, we pull out multiple pieces to get a good idea of the shade variation, and customers can borrow the samples to see it in their own space and lighting. Most of our backsplash tile is showcased along wall shelves and is organized by color, making it easy for customers to see everything in their preferred colorway.

I intentionally curated lines in a sweeping range of price points so we can really work with any budget.

We are a full service remodeling company as well, and carry several lines of Luxury Vinyl Plank, natural hardwood flooring, engineered hardwood flooring, waterproof hybrid hardwood, (my new favorite alternative to LVP), cabinetry lines for kitchens, vanities for bathrooms, shower doors, and we have many quartz and granite samples to select from. We round it out with exterior pavers and dozens of stack stone options. The vision was to be a showroom where we could cover all the details of any remodel project to really make it simple for our customers.

Remodeling is not easy for homeowners, we know- we’re homeowners too! Many people feel stressed, overwhelmed and confused when it comes to renovations and remodeling. If I can diffuse that, even a little, it’s a great day. I want them to know that this process doesn’t have to feel high pressure, nerve wracking, or overwhelming, in fact, it should be fun and exciting! I take my time with our clients, I hold an extremely high level of product knowledge, experience and expertise, I respect a budget and will always try my hardest to find an alternative to something on someone’s wish

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“I come from the

MINDSET that we need to evolve and always push our limits.

You never know where that EVOLUTION and growth will take you!

I felt it was time, and I began to get really EXCITED at the idea of making this happen.

”

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{ SHIFT+CONTROL } } { BUILD LIKE A WOMAN “My brand intention is to be the sweet spot between a super slick high end showroom and a home center option.”

list that may be pushing their budget limit.

My brand intention is to be the sweet spot between a super slick high end showroom and a home center option. The showroom can’t help but reflect that with its warm, unique and inviting space, and I felt that there was room in this city for that.

Starting a business in a specialized industry comes with unique challenges. What have been some of the biggest obstacles you’ve faced, and how have you overcome them?

It’s always challenging to enter an industry that already has established and respected businesses within it. Even more challenging in a smaller sized city like Rochester. Many of us in this industry know each other to some degree, many of us are friends, and we all are good at what we do, but I think we all have a uniqueness and I celebrate that! It circles back to professionalism and a respect for our fellow industry peers, I want success for any business in our city and I applaud anyone who is out there doing their thing.

One of the obstacles I’ve faced, and thankfully it’s happening less and less, are the times I start the discussion on tile or shower installation with clients and they look over to my husband. I usually give a little smile and nod my head and reassure them that yes, I am a woman, and yes I will advise you on proper installation. And then I do.

How do you differentiate Coastal Stone and Tile from other businesses in the industry?

What unique services or experiences do you offer?

Many businesses in our industry either are strictly retail businesses that don’t offer installation, or they are an installation company that wont sell you the products they use unless they handle the installation.

We are a unique hybrid. Anyone can walk 44

in and simply purchase tile as we are a retail showroom, but I also work closely with contractors and builders who come in to select tile for their projects, or send their clients to me to oversee the selection and design process for them. We also have homeowners who contract us for the entire project, from initial meeting, through the design and selection process and finally, installation. For our contracted remodeling clients, I will take them shopping to select their stone slabs, fixtures, tubs etc. This is a benefit that is included in our remodeling projects as we feel it is crucial for many homeowners who need some guidance.

Coastal Tile & Stone is the official home of the “Mini- Mod”! We recently coined this term when we needed a name for the partial renovations we do for so many people (shout out to our daughter Allison for coming up with it!). Cabinetry is usually the priciest part of a kitchen remodel, but we can easily update a kitchen with existing cabinetry that’s in great condition, by installing a new counter, new backsplash and fresh hardware.

We’re unique as well in that we are a husband and wife team, and while Mike is usually on job sites overseeing our remodels, and I’m the primary in the showroom, our paths intersect on every project in some way. Design is my specialty and I often joke that my husband is not allowed to help with the design process, but he’s just as quick to remind me that me that I’m limited in my knowledge of plumbing or electrical work. We try to stay in our lanes, but I have to give credit where credit is due...he breezed in one day last week, and on the first pull, picked the perfect blue tile for our customer after she rejected the 5 that I showed her. Nice!

Since launching, what trends in the stone and tile industry have caught your

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attention, and how do you incorporate them into your business?

I’m definitely seeing the shift toward warmer colors, which I think is only natural as the white and gray trend has dominated for quite some time. Soft neutral marbles are highly requested - shades of sand, off white, taupe, beige and cream. These colors work beautifully with the shift back to natural wood cabinetry that we are putting in bathrooms and kitchens more often now.

Tile is also getting larger. No one likes grout joints, although I promise you, grout has come a long way! The 12”x24” size has been the size of choice for the last few years, but large format 24”x48” tile is ready to take over in sales. We also carry a larger line of porcelain for showers that comes in a 95” size.

Square tile, in large format, is selling well in our showroom as well. These tiles, in marble or porcelain, come in 16”, 18” and 24” sizes and are requested when clients want either a checkerboard design or a more traditional layout without the offset that comes with rectangular tiles.

I’m also designing more and more full height quartz and granite slab backsplashes for our team to install - we just finished one in a gorgeous Fusion quartzite that is stunning!

As for color? Green is the most requested color for tile (aside from neutrals) and my quartersawn White Oak cabinet samples fly out of the door faster than any other color.

Finally, hybrid hardwood that is treated to be waterproof, and is installed via a click system (floating floor) is quietly taking over in our showroom...I prefer it over LVP. Come in and I will tell you why!!

How do you ensure your business remains environmentally friendly and sustainable,

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{ SHIFT+CONTROL } } { BUILD LIKE A WOMAN “I learned so much, and I fumbled a few times as I began to oversee projects as well, but I welcomed the lessons, (and never made the same mistakes again), and I accepted every last bit of industry advice from my husband.”

especially given the materials you work with?

Staying environmentally conscious is extremely important to me, and anyone who knows me knows how I feel about Mother Earth, animals, clean living and our environment. Just this week I pulled a line of LVP because we found out it was manufactured in less than favorable conditions. It was an easy decision.

Which brings me to news I am really excited about. Mike and I recently met with a new manufacturer to have our own Coastal LVP line, engineered hardwood line and hybrid waterproof wood line brought in which will be much more environmentally conscious.

We’re making the trek to the manufacturing hub in early May to finalize everything, and the new material will be in our showroom by summer. The Coastal line will have the lowest possible VOC levels. VOCs, or Volatile Organic Compounds, are gasses that are emitted into the air from products or the processes used to manufacture those products. They can be harmful and are more prevalent indoors, and many LVP lines have a high VOC level. At least, higher than I am comfortable offering. If I wouldn’t put it in my own home, I don’t want to offer it to you for your home.

When it comes to shipping our products to our warehouse, we bundle shipments as often as possible to save on fuel costs and emissions, and we always recycle the packaging that our material is shipped in.

We vow to continue to research our product lines and remain responsible and intentional in what we offer in our showroom.

How do you balance being an entrepreneur with your roles as a mom, wife, and grandmother? What strategies do you use to manage your time effectively?

I knew you were going to ask this! Oh

wow, I have to be honest, sometimes it’s a struggle, but I am learning to calm the frazzle, and recognize that I CAN do it all, just not all at once.

Mike and I have a huge, beautiful blended family of 5 children, son in laws, fiance’s, significant others and a wedding in the works for one of them! We are beyond blessed with 6 grandchildren, and we’re not done yet...this September we will be welcoming our 7th grandbaby. Add in our two rescue pups, Louie and Elvis, and my parents, and a simple dinner at our house is like a mid sized event.

Ultimately, the attempt at balance comes down to priorities. Who needs me for what and in what capacity. Just this week, I took our youngest granddaughter with me to the showroom for the morning because our daughter had a doctor appointment. For a week in May I’ll be working my normal hours, and staying overnight at the home of our 3 grandkids while our daughter and son in law travel to Europe. (hopefully I’ll survive!!) Women, mothers and grandmothers always make it work, we just find a way!

That being said, Big Mike and Mike Jr. are always there to work the showroom should I have to be somewhere or I’m needed as Mom or Nana, they are the best.

The most useful strategy for me is to maintain health, and then flexibility...in both body and mind. I wake up around 5:30 am and I really enjoy those early morning hours to watch the sunrise and to set my intention for the day ahead. It’s a rare morning that I don’t get a call from one of my daughters just to catch up on everything that happened since yesterday mornings’ call! Those calls are my daily vitamins.

In February I completed my RYT300 certification (yoga) and practice daily to keep balance, peace, gratitude and harmony

present in my life. Mike and I are thankful that we work together, and work really never stops for us. We take it home, we talk about it while we have our coffee, we discuss work on long drives, we can’t help it...but we purposefully make time for family and for ourselves as a couple, and anyone who knows my husband knows he’s not too willing to give up our 2 date nights every week. I’m so appreciative of that carved out time for us. It helps keep that balance, although....we usually end up talking about, you guessed it, work!

Family is really the driving force in my life, and we are blessed with all of our children living in Rochester. They are so close in proximity and in heart. Aside from that, I love to cook, we like to visit the beautiful wineries in the Finger Lakes regardless of the season, we love on our pups, we have a pretty nice garden in the summer, we take one or two vacations a year, and of course... we babysit!! My time may not always be “effectively” managed, but its filled up with the best things in life.

What does a typical day look like for you, juggling the demands of running a business and maintaining a personal life?

The day starts early, begins with taking care of our dogs, getting a workout in or practicing yoga, making coffee while Mike and I talk about the day ahead, a few phone calls, a shower and boom....out the door I go. The showroom doesn’t open until 10 am and that was intentional because once I’m in the showroom I rarely leave. That 9-10 am time frame is when I run to pick up a new sample, select a slab of granite for a customer, make a bank run or stop to see a client.

Since we are open Saturdays, the decision was made to be closed on Monday’s. This allows me to use this day to schedule client home appointments for remodeling projects,

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{ SHIFT+CONTROL } } { BUILD LIKE A WOMAN “Anyone can walk in and simply purchase tile as we are a retail showroom, but I also work closely with contractors and builders who come in to select tile for their projects, or send their clients to me to oversee the selection and design process for them.”

, take our clients to view a slab or fixtures, or even just have some personal time for myself. The day fills up fast and weeks in advance. I always say I need more hours in a day, or more days in a week!

Although every day is unique, a typical showroom day will have me working up quotes for our clients, checking stock and lead times of potential orders and making changes if necessary, ordering material in due time for our projects and our customers, and communicating with clients about start dates, and next steps for their project. I line up our deliveries and get those ready for Mike and Mike Jr. Then of course we have walk in customers and I love helping them in their search for the perfect tile! Mike and I always love the fun days where we scout for new products and make decisions on what we’d like to pull into the showroom.

The demands are high but this truly is a family business. With Mike Jr learning project management, our daughters wanting to learn the design and sales aspect, my husband navigating between jobsites, delivery duties and the showroom, and me juggling more than a few hats, our personal life and the business life are as married as we are, and I’m more than ok with that.

What has been the most rewarding aspect of owning your own business? Is there a particular moment or achievement that stands out?

The most rewarding aspect is the ability to pursue my passion and make decisions that are in alignment with my ethics, energy and vision, along with the ability to work side by side with my husband and children.

It’s also so incredibly rewarding to see the happiness on a customers face when we have that a-ha moment and find the perfect tile, design, or solution.

I could list so many moments and 48

achievements that we feel honored to have been a part of, but speaking from the heart, the most rewarding experience is having customers who want to remain friends after working with us. That is such an honor in my book.

What are some of your most popular products or services, and why do you think they resonate so well with your customers?

Overwhelmingly, the most requested inquiry we receive is to renovate a bathroom in a way that will allow the homeowner to age in place. This includes pulling out tubshower combinations and replacing the space with a zero entry shower that has seating, grab bars and slip resistant tile.

With the housing industry being what is has been in our area for so many years, more and more people are staying in their existing homes and renovating them to suit their needs vs selling and trying to find one that fulfills their wish list. Aside from bathroom renovations, the majority of requests we receive are for kitchen counters, backsplashes, and flooring.

Homeowners realize that their homes contain their memories and their history. Many don’t want to leave their neighborhoods, their friends, the gardens and trees they planted and watched grow over the years...so renovating becomes the solution to having the home they want, in the home they own.

Can you share a memorable project that Coastal Stone and Tile has completed?

What made it stand out for you?

We’ve had many stand out projects, and moments within those projects but I always laugh over one of our earliest commercial projects we were contracted to provide tile for. It was our first order of this size, but our second order from this particular company, and this second order required us to hire an 18 wheeler to deliver it. Our son said not to worry, he would handle the trucking

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situation, and he did not disappoint!

I still laugh when, on delivery day, I pulled around to the back of the business with my car, identified myself to the receiving department and said that I had their delivery.

They began to walk to the trunk of my car and I said, “Oh. No, not there. Over there....” and I pointed to the huge, sparkling new, bright red and silver truck pulling in with over 10k sf of tile. I still laugh when I think about it, and I still am so grateful.

I think it stood out because it felt unreal as a new, small business to not only get the first order from this company, but to have pleased them to the point that they returned and gave me the major order.

Never underestimate yourself.

How has the response been from the community since opening your showroom?

Have there been any moments that reinforced your decision to start this business?

The response has been that of overwhelming support and positivity! I genuinely feel embraced by the design community, new customers who find us, past customers who came into our previous showroom and followed us here, past clients from my work over the last few years that followed me to this new chapter, our neighboring businesses that surround us both inside the building and around us in the neighborhood, contractors and builders, and of course our family and friends. Every single one of those embracing moments has completely reinforced the decision to open Coastal Tile and I am so humbly thankful!

What role has networking played in the growth of your business? Are there any specific organizations or groups you are involved with?

When it comes to networking, I am so grassroots, and I do realize I need to do more. I utilize social media, we have a

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{ SHIFT+CONTROL } } { BUILD LIKE A WOMAN “Ultimately, the attempt at balance comes down to priorities. Who needs me for what and in what capacity.”

website, a Facebook page and an Instagram page, and we share and connect on those platforms. I’ve made networking connections with both my husbands and my industry contacts, and are members of the BBB with an A+ rating, We are pretty active in our community so we’re always talking about Coastal Tile & Stone and we have received many customers this way. We have sponsored several charities, donated material for projects, and want to continue to elevate our level of community involvement.

As a female entrepreneur, how do you feel the landscape has changed for women in business? What progress have you seen, and what do you hope to see in the future?

I feel so fortunate to have grown up in an era where I was to able watch women making groundbreaking changes everywhere, including in business. Not only women in the news, or our community, but women in my own family. My mother was my first glimpse of a woman challenging those traditional roles by working, even opening up her own small business, all while maintaining a beautiful home life for us. I watched her like a hawk and I’m her biggest fan.

I’m honored to know so many female business owners in Rochester, and all of them are creative, influential, innovative and so inspiring! Women have unique perspectives from men and that creates an entirely different business culture. I see determination to make an impact in the community and in the lives of their employees and customers, I see empathy from female business owners, in that, women understand the work life balance and how difficult it is to navigate parenthood while working.

I see women supporting other women in business (I love that!!), I see leadership roles that encourage diversity, understanding and empowerment of our youth. I see women being respected for their work, I see them rising to, and overcoming the challenges of

owning and running a business, and I see women voicing their intention loud and clear. Make no mistake, women business owners are a force! This makes me excited for my own daughters and granddaughters, and makes me proud to be a part of that force. I think its important to note that, of all the things I worried about when starting up Coastal Tile, being a female and opening a business in a field that is primarily run by men was not one of them. That speaks volumes. Thanks Mom! This and more is what I want to see as we move into the next generation of female business owners.

What advice would you give to other women looking to start their own business, especially in a niche market?

I would tell any woman who wants to start their own business exactly what I would tell my own daughters. Make sure you’re starting because it’s something you’re passionate about. It sounds so simple, and we’ve all heard it before, “do what you love and you’ll never ‘work’ a day in your life”. I come to “work” every day, but I love what I do here at Coastal, I’m so passionate about it, and it truly makes me happy! If the business you are planning on opening up doesn’t make you excited to walk through the doors every day, then rethink. Find, then follow, your passion. THAT will take you farther than you can even imagine.

Tile & Stone? Where do you see your business in the next five to ten years?

My long term objective for Coastal Tile & Stone is to be the first answer to the question, “Where can I find a great selection of beautiful tile, a great company to remodel our bathroom (or kitchen) the correct way, with design service included, and hey, while we’re at it, where the people we’ll be working on our project with are really nice?” That’s us!

I want to continue to build on the positive feedback we receive and follow our current trajectory of being a company that our community recognizes, would highly recommend, and is proud of. I am constantly sourcing new product lines that are unique, with the long term goal being that Coastal Tile has lines not found elsewhere. We are also in the process of creating our online ordering platform. This will allow us to expand our customer map extensively without opening another showroom location. We will be able to ship anywhere!

Lastly, believe in yourself. You got this.

A primary focus for me, for personal reasons, is Coastal Tile’s certification in ADA compliancy. While one of our specialty areas is renovating bathrooms from a traditional tub/shower design, to a walk in, flush level entry shower which allows the homeowner to age in place, I wanted to learn more. When a close friend of ours was recently in need of this specific renovation for medical reasons, it inspired me to learn more, and while I knew enough, there is so much more to it to truly be able to hold that certification.

I didn’t even know what I didn’t know. I am so excited to say that both my husband and I are currently enrolled in a program to become certified in ADA compliancy for installation in New York State. Being an accredited installer to aid the needs of our community is so important to both of us.

What are your long-term goals for Coastal

I also really enjoy working with senior citizens

When it comes to opening in a niche market, the biggest advice I can offer is know your stuff. The “fake it ‘til you make it” doesn’t apply here. Remember, you’re competing with others in the same small arena and if you don’t invest in continuing your education on the products and services you provide, you’re selling yourself, and your business short.

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{ SHIFT+CONTROL } } { BUILD LIKE A WOMAN “I knew precisely what I wanted for the vibe of the showroom - from the lighting, to the warm fireplace with Italian marble in hues of copper and blue, right down to the bowl of oranges and the espresso maker.”

and vow to continue to be a company that caters to our senior community. I know it stems from witnessing a senior gentleman being treated with impatience and frustration at a store several years ago, as he simply asked questions. It infuriated me and it was difficult to watch.

Ten years from now? Oh boy! I know that by then, our children will be actively managing, designing, and working our family business with us. I see them sharing their ideas, their creativity and their passion for this industry alongside us. That makes me so incredibly happy.

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Finally, what do you want your legacy to be, both as a businesswoman and in your personal life? What impact do you hope to leave on your industry and your community?

This question makes me emotional! When it comes to the mark I wish to leave behind, in my personal life, it’s all about family. My most important and cherished roles will always be Wife, Mom and Nana. I want our children and grandchildren to know that they are so loved, and that they can do anything they set their mind to and we will always be there for support. Business wise, I simply want to be known for being a

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kind, dedicated and talented designer who is fun to work with, and will always do my best for every customer.

The impact I hope to leave is that perhaps I have inspired someone to follow their dreams, do the good stuff first, keep your mind and body healthy, go forward in positivity, and be kind. Its simple, but as far as impact goes, it’s huge.

Contact Christina at Coastal Tile & Stone at coastaltileandstone.com

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BUILDING HER INSPIRES EMPIRE WOMEN WHO INSPIRE {{{ WOMAN { SHIFT+CONTROL } }} }

LOVE YOULEMON ARE ENOUGH.

BY NICOLE HEROUX WILLIAMS I PHOTOS

BY NSP STUDIO PHOTOS

BY CHRIS JOHNSON

Meet the Family Behind Lemon Love – Rochester’s Refreshingly Sweet New Lemonade Stand In the summer of 2024, something bright, bold, and bursting with flavor popped onto the Rochester small business scene—and it came with heart, hustle, and a whole lot of lemons. Lemon Love isn’t just your typical lemonade stand.

It’s a family-owned business founded by a powerhouse mother-daughter duo—Ayanna and Jasmine—and their young CEO-in-training, 10-year-old Justice. What began as a backyard dream and a craving for the perfect glass of lemonade quickly blossomed into one of Rochester’s most talked-about mobile beverage brands.

Inspired by their love for southern-style lemonade and a desire to create something that reflected their personality, passion, and culture, the family poured their energy into developing fresh, handcrafted flavors using high-quality, organic ingredients. Their journey, while sweet, hasn’t been without its tangy challenges—from navigating startup costs and city regulations to managing operations on the fly. But through it all, their bond has grown stronger, and their mission clearer: to serve joy by the cupful, one refreshing sip at a time.

In this heartfelt interview, the Lemon Love team opens up about their inspiration, their challenges, what it’s like to work together as a family, and how they plan to grow their lemonade empire. Get ready 60

to fall in love with this local business and the people behind it—because Lemon Love is more than a drink, it’s a movement.

Tell us about Lemon Love—what inspired you to start this family business?

Collectively, as a family, we love lemonade! The idea really sparked from trying different lemonade vendors and feeling like we could create a different, elevated style of lemonade. Justice had always wanted

the food education space for many years. Ayanna, Jasmine, and Justice brainstormed ideas for the recipes, flavors, and company name. We landed on Lemon Love because each cup is made with love—and we’re such a lemon-loving family!

What was it like launching your business in the summer of 2024?

It was a learning experience through every phase. From figuring out permitting and establishing ourselves as a mobile business to setting up efficiently— there was a lot to figure out. Our first event was the 2024 Puerto Rican Festival, which was definitely jumping into the deep end! We sold out on the first day and had to close early. That’s when we knew, “We’re cooking with grease!”

to open a lemonade stand. At first, What makes Lemon Love different

BY ROBYN BATY PHOTOGRAPHY we considered settingPHOTOS up in front of from other lemonade businesses? our house, but as we learned more We care deeply about every cup we about the business side, we decided serve. Our biggest fear is someone to lean into it fully. Eventually, we saying, “This doesn’t taste as good as committed ourselves to making last time.” We use organic cane sugar, the best lemonade in Rochester! quality lemons, spring water, and high-

In The Beautiful Cornhill Neighborhood

How did the idea of selling specialty lemonade come about?

We were inspired by classic southernstyle lemonade but wanted to introduce unique flavors. Jasmine has a passion for culinary arts and has worked in

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grade teas in our recipes. Every lemon is washed with a solution to remove impurities. We don’t cut corners, and we wait for that refreshing reaction when people take their first sip—that’s the best feeling as business owners.

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BUILDING HERINSPIRES EMPIRE WOMEN WHO INSPIRE {{{WOMAN { SHIFT+CONTROL WHO } }} “We are inspired by that classic, southern style lemonade but wanted to introduce unique flavors.”

How has working together as a family shaped your experience as business owners?

It has strengthened our communication and teamwork. It’s allowed each of us to shine in our roles. Ayanna is the social butterfly who connects with community leaders and resources— vital for getting the word out and finding new events. Jasmine has an operations mindset and a knack for inventory and recipe creation, which helps us adapt our flavors to different markets without compromising quality.

tropical and floral flavors this season.

Business & Products

Have you faced any challenges as a small business, and how have you overcome them?

In the beginning, just learning the business and figuring out how to land the bigger festivals was tough.

Startup costs also added up quickly.

We both committed financially to get it going. Thankfully, we had a very successful first season and received amazing support from our customers, family, and friends.

What flavors and unique twists do you offer with your lemonade?

Our most popular drink is the Hibiscus Mango Lemonade—it’s sweet with a mild floral taste and incredibly refreshing. It feels like summertime in a cup. We also offer an Arnold Palmer (aka AP), which is a big hit. This season, we’re introducing new flavors featuring passion fruit and other tropical staples.

Do you make all the lemonade from scratch? What ingredients or processes make it special?

Yes, all of our base flavors are made from scratch. Each cup is freshly pressed on-site with pure organic cane sugar. We also offer fun liquid flavor add-ins like blue raspberry, watermelon, mango, and strawberry to customize your drink.

Do you plan to introduce seasonal or new flavors in the future?

Absolutely! We’re leaning more into

Where can customers find Lemon Love—do you sell at events, farmers’ markets, or online?

The best way to stay updated on our events is through our Instagram @ lemonlovestand or our Facebook page @lemonloveroc. We participate in major Rochester festivals like the Lilac Festival and Puerto Rican Festival, along with events at the Lucky Flea, the Public Market, and more. We post all our upcoming appearances online.

Family & Entrepreneurship What’s it like running a business as a mother-daughter team?

We have a lot of fun together! We enjoy the process of making fresh lemonade and serving our community.

We get to brainstorm and dream big together. Even before the business, we were a close-knit family—this has made our bond even tighter.

How do you divide responsibilities among the three of you?

Justice is our CEO. At just 10 years

old, we’re teaching her the value of hard work, people skills, money management, and dedication. She’s a visionary and actually came up with the name Lemon Love and some of our flavor ideas. She’s proud to share the business with her friends.

Ayanna is our connector. With 20+ years in the nursing field, she has a wide network and a gift for creating opportunities and building awareness for the brand.

Jasmine handles day-to-day operations.

Her background in merchandising helps her manage inventory, develop recipes, and maintain our budget.

What have been some of your favorite moments since launching Lemon Love?

Ayanna: Our first event at the Puerto Rican Festival. I served the very first cup, and the customer’s reaction gave me goosebumps.

Jasmine: An older gentleman tried our lemonade at an event and said it reminded him of home. A few weeks later, he rode up on his bike at a different event and asked if we were the same ladies from the Clarissa Street Festival. He was so happy to enjoy our lemonade again—it meant a lot.

What do you love most about being entrepreneurs and working as a family?

We love meeting people and having conversations about business. There are so many small businesses in Rochester—we feel like we’re part of a warm, welcoming community. It’s also wonderful to have something we can nurture and grow together as a family.

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{{{WOMAN WHO { SHIFT+CONTROL } }} BUILDING HERINSPIRES EMPIRE WOMEN WHO INSPIRE “We want to expand into private events like weddings, birthday parties, and college functions. We’re also working toward securing a liquor license to offer boozy lemonade drinks!”

What lessons has running Lemon Love taught you about business and teamwork?

New York is a highly regulated state with a lot of paperwork, so staying organized is key. We’ve learned to stay passionate and confident in our product while building meaningful relationships. Don’t be afraid to ask questions or call offices to get the right information.

Future & Growth What are your goals for Lemon 66

Love in the next year?

We hope to raise enough capital to purchase a mobile lemonade operation.

We want to expand into private events like weddings, birthday parties, and college functions. We’re also working toward securing a liquor license to offer boozy lemonade drinks!

Do you plan to expand beyond lemonade, such as selling merch, bottled drinks, or other products?

Right now, we’re focused on becoming more mobile so we can serve the community better. Ideally,

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we’d have a mobile setup to reach more events and eventually run two locations during peak season.

We’re also planning to expand into neighboring cities outside Rochester.

What advice would you give to other families looking to start a business together?

Communicate, lead with love, and keep the business honest.

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JACKSON YOUJESS ARE ENOUGH.

BY NICOLE HEROUX WILLIAMS I PHOTOS

BY NSP STUDIO PHOTOS

BY TANYA CONSAUL

Getting to Know Jess & Her Journey Can you share a bit about your background and what led you to transition from graphic design to tattooing and permanent makeup?

Growing up, I always knew I wanted to focus my life around Art. I always filled my spare time with painting, drawing, wood working and custom shelving/wine racks, photography, writing, poetry, line drawings etched into wood plaques, you name it - essentially anything I could do using my hands to create.

However, coming to an understanding as I grew that my hobbies weren’t going to pay for the bills, I decided to get my degree in graphic design. After graduating summa cum laude as “graphic designer of the year”, I thrived for over a decade doing custom logos, websites, videos, social media, and print/digital ads.

However, the hands-on element was almost completely removed, and I was unsatisfied with the field itself.

I came across a little Tattoo Shop out in Irondequoit, where a girl gave me a small tattoo. I ended up chatting with her about being a tattoo artist. At first, I was hesitant to even try the art, as I felt it was a little overwhelming to put permanent art onto someone. Insistent I try, she sent me home with practice skins, ink, needles, and her old machine.

So one day, weeks later, I transferred a photo onto the silicone practice skin, and decided to give it a go (how hard could it be? - it was just tracing, right?).

WRONG. To my surprise, it was 68

absolutely the most difficult form of art I have ever experienced. And when I realized how awful I was at it, I became a little obsessed with mastering it…I practiced out of my home for six months before I even touched human skin. I read every book, watched every video, and paid for every online training that I possibly could. Alongside reaching out to any tattoo artist who would give me pointers or tips.

Following that I did free tattoos out of my home, as the woman who was going to mentor me moved out of state.

I knew that I would be looked down upon in the tattoo community for this.

However I had exhausted my options for mentorship and I knew I had put in the work, time, and even money to do all the training I possibly could prior to real skin. It was absolutely the scariest thing I’ve ever experienced. It required lots of trust from those who allowed me to practice and I am eternally grateful for those people.

time schedule, and have over 120 five star reviews on my website.

I even wanted to take things a little further, so in May 2024 I got certified in microblading at Easy Tiger Electric.

I personally use them for my own brow work, so it was an honor to learn from the same team whose skills I trusted.

Tattooing is my main passion, but brows are just an extension of that passion. It is very fulfilling to see the difference it makes for people and the joy and ease it brings to their daily routine. I can’t wait to explore further permanent makeup, such as lip, blushing, and eyeliner.

What inspired you to specialize in fine line, floral, traditional, and ornamental tattoo styles?

As a growing tattoo artist, it is very hard to pinpoint a style that I liked, and that I was really good at.

I started with fine line because I thought Despite the extreme nervousness that it would be easiest. As it turns out, fine consumed me, as the days and months line is very hard. It requires the most went on, I realized I was getting… steadyPHOTOGRAPHY hand, and any wrong movement PHOTOS

BY ROBYN BATY pretty good! The nuance of things was counts. But because of the countless fading a bit. I fell deeply in love with hours of practice, I became very good this art form, as it was so meaningful to at it! I even gave up drinking coffee on people. I have so many people to thank days that I tattoo (which is most days for helping me along the way. now). I do miss coffee, haha.

In The Beautiful CornhillTheNeighborhood way I draw with a pencil and a Tom Sherman, owner of Art affliction in Spencerport New York, reached out to me about a year and a half ago.

I remember the message he sent and crying at how happy I was to have a real opportunity to make tattooing a career. Since joining him, I have grown my skills and clientele into a healthy full

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pen, is sketchbook realism. So when I realized I could combine that with fine line, it came very naturally. Some of my favorite tattoos are just a sketchbook drawing of inanimate objects, like a lamp or a bathtub or a picture frame.

Even portraits and pet memoirs. This

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“It feels so

EMPOWERING to work towards goals purely for my own SUCCESS and passion for my career/clients.

Every MILESTONE is exciting, knowing you built it from scratch and how much HARD WORK it took.

”

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BOSS MOVES } } }} { {SHIFT+CONTROL WOMEN WHO INSPIRE {{ WOMAN WHO INSPIRES “At first, I was hesitant to even try the art, as I felt it was a little overwhelming to put permanent art onto someone.”

style is my favorite because I feel I have the technique and the natural ability to make them look great.

Example: My preference on my own personal tattoos is heavy line ornamental/floral mixed with black work. This style is something that I have slowly entered into and love just as much. Large pieces mixing big thick lines with small lines and dark shading that gives it a certain type of dimension that is just stunning to the eye.

and grow from the beginning), so it was all confusing to me.

My only advice would be to keep trying.

If you can’t find mentorship, do online trainings and find every resource you can there. Watch the art you put onto people as it heals - I was obsessed with healed photos from my clients for a very long time because it showed me the true technique that I was using, and

How did you develop your artistic style, and how has it evolved over the years?

I think my style has evolved from a little bit of everything. My natural artistic ability, mixed with my graphic design capabilities and the techniques I have learned and practiced the most. I think it evolves every day with the new challenges I face from client requests.

Trying to bring descriptions to life, mixing ideas with my own style, all while keeping in mind the criteria for a well-made tattoo that will last and hold up with throughout extended time.

What was the most challenging part of starting your career as a tattoo and permanent makeup artist?

The most challenging part was not knowing where to go for mentorship.

Not knowing people in the field, and running into other artists not wanting to apprentice me due to lacking experience or portfolio. Which I had assumed was the point of an apprenticeship (to learn 74

overcome them?

Honestly, I just went for it. I didn’t put too much thought into the industry or what other people were doing. If there is one thing I am good at, it’s having a vision and working hard until I achieve it. Now, I have a vision of the shop I’d eventually like to run.

I’ve heard stories from other female artists of what they have endured in other shops. I personally feel very lucky to have landed as quickly as I did into Tom Sherman’s shop. I have had nothing but a great experience there and couldn’t say enough good things about the people I work next to.

Female dominated shops seem to be really excelling, and I don’t see that slowing down. I hear all the time from my clients how they really enjoy the feminine energy of our shop (as Tom is the only male there most days). I try not to even make it about sexual orientation, as I believe in just working with good people and being a good person - the rest will work itself out in the end.

how it was working out. There is a large difference between a good tattoo and one that will be good a month later or for years to come, which was hard to understand at first.

Building Soulscape & Entrepreneurship As a female entrepreneur in a maledominated industry, what challenges have you faced, and how have you

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What do you love most about running your own business and being part of the Soulscape team?

I absolutely adore working for myself. If it’s one thing that always bothered me, it was that I knew I was a great asset to companies I was employed with. I knew I was furthering the business, but also knew it was never actually mine.

It feels so empowering to work towards

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{ {SHIFT+CONTROL BOSS MOVES } } }} WOMEN WHO INSPIRE {{ WOMAN WHO INSPIRES “I didn’t put too much thought into the industry or what other people were doing. If there is one thing I am good at, it’s having a vision and working hard until I achieve it.”

goals purely for my own success and passion for my career/clients. Every milestone is exciting, knowing you built it from scratch and how much hard work it took. Every day I get to do what I love, for myself and for my amazing clients.

I don’t have anyone making rules in the background that I don’t agree with.

There is no drama or politics involved, I can just do what I need to do without anyone else’s restrictions. I am a much better business owner than employee, that I can say with confidence!

How do you balance the artistic and business aspects of your career?

I am not going to lie when I tell you, paperwork is not my strong suit. Filing and organizing the business has never been “fun” for me. But I have learned to just put my head down and follow routines that work.

I feel that because of my background in marketing and graphic design, the logistical and online parts of my company have prospered. I have created what I feel to be a very smooth and easy scheduling process on my website, and my clients are always complimenting that. So I feel successful on that end.

Also allowing me to represent myself consistently with ease.

I do feel as my schedule increasingly grows with more client bookings and events, that I need to start scheduling myself time for creativity. I will be doing that soon, as it allows me to further my style and sharpen my artistic skills. Whether it be drawing designs, painting, taking a lesson etc.

What advice would you give to other women looking to break into the tattoo or permanent makeup industry?

It is a very competitive field. I would highly suggest doing it slowly over overtime then jumping fully in after you’ve practiced on the side for a long while. Build up a good reputation and let your work speak for itself. Gaining clientele slowly really helps when you’re ready to take the dive.

It took every ounce of effort, time, and ability that I could muster to jump in as quickly as I did. If things didn’t land perfectly, I wouldn’t be here today - but if the passion you carry is strong, you simply have to have stamina to get there.

Because of the experience I had, I am more than happy to answer any questions that anyone has. So if you are in need of any sort of advice - by all means, I am all ears and ready to help.

Tattooing & Permanent Makeup Insights What is your process when working with a client, from consultation to the final piece?

When starting a tattoo design, I like to receive a description alongside inspiration photos, placement and size. This helps me get an idea of the style versus the details in your tattoo. I personally do everything through text message on my personal phone so that during the design process if I have any questions, it makes communication as streamlined as possible. An in person consultation is

helpful when measurements or photos are needed for larger pieces or coverups.

When a client comes in for their appointment, I run over the design and make any changes needed before getting started. As far as price goes, I do mostly hourly rate and give people a range when we are discussing design.

Unless things really detour from the original design, that price proves to be very dependable.

I make every client as comfortable as possible during their appointment, and try to be super accommodating to anything they may need. Once the art is finished I take some photos, explain aftercare, bandage you up and send you on your way :) For a permanent make up I like to give everyone pre and after care links prior to making the appointment, since they are quite extensive. Upon arrival I like for people to come in with their makeup done as they usually apply it, or photos of how they want their brows to look.

We go over the shape of their face, their natural brow shape compared to what the measurements suggest it be. Then discuss wants and needs with the overall look and future maintenance of their brows. This tends to ensure we are on the same page.

I apply a very high end numbing cream, so you shouldn’t feel anything! Once your brows are perfect, I will run over aftercare again and make sure you have a pamphlet, creams, and tools to assist you in your healing process.

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BOSS MOVES } } }} { {SHIFT+CONTROL WOMEN WHO INSPIRE {{ WOMAN WHO INSPIRES “I think my style has evolved from a little bit of everything. My natural artistic ability, mixed with my graphic design capabilities and the techniques I have learned and practiced the most.”

Having the six week touch up is a perfect opportunity to add any shading or take the brows to that perfect level for you.

Are there any tattoo trends that you’re particularly excited about right now?

I feel that fine line realism has become very popular lately, which is exciting to me because it is my forte’. I also love that sharks are so popular right now, because they are also my favorite animal (Jaw’s theme playing*)

through the post care links. Your brows take longer to heal, and the aftercare makes such a huge difference on how well you retain them. Very important not to get botox directly prior to your appointment, as my placement could be affected once it kicks in. If you regularly do botox, come when you are in between appointments.

What should clients consider before getting a fine-line tattoo or permanent makeup procedure?

For fine line tattoos - placement, placement, and placement. I have found my fineline art has no problem sticking or healing up great anywhere *besides* hands, fingers, or feet. Then it becomes 50/50 since fineline designs are so thin to begin with and the skin is also thinner. I will certainly warn people about this prior to doing the tattoo. Touch up/s needed can be a reality, and are not free for those placements. Even your line of work can make a difference. For instance, if you’re a hairdresser or waitress and have your hands constantly in gloves and water - I can almost guarantee you will need a few touch ups.

For brows, the very first thing I would say is make sure you are not going on vacation within three weeks of your appointment. And don’t plan on any botox. Those are the most common deturants when people come in for their appointments and haven’t read fully 78

look realistic instead of drawn on. She felt embarrassed when she didn’t wear makeup - which I relate heavily to the pain of that, since I hardly ever wear makeup and had my brows done for the same reason.

After they were completed, a few of her friends reached out to me almost in tears because of how happy she was, and how much it changed her face for the better. It was very fulfilling and it is such an honor to be able to help women feel their best!

Growth & Future Aspirations Oh boy, haha - this may be the longest answer yet!

I have so many!

Can you tell us about a tattoo or permanent makeup transformation that was particularly meaningful to you?

I did microblading for a women who was struggling with her natural brows being thin. She was filling in her brows with a pencil, but the shape was always off and she struggled with getting it to

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I eventually would like to take over the shop in Spencerport, and transform it into not just a tattoo shop, but a place that can hold events for the community. A place you can pop into for apparel, local art for sale, pottery, fun little gifts, house plants, possibly a build your own bouquet fridge. Gosh, I have so many ideas for it and know so many people who could benefit from adding to it with me. Maybe some pop-up yoga classes on Sundays.

I know many people in my community would truly enjoy more spots on the westside to host events, or simply give people something different to do or experience. It just so happens, that tattoos are so fun for everything and it makes sense to combine!

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{{ WOMAN WHO INSPIRES BOSS MOVES } } }} WOMEN WHO INSPIRE { {SHIFT+CONTROL “Tattooing is my main passion, but brows are just an extension of that passion. It is very fulfilling to see the difference it makes for people and the joy and ease it brings to their daily routine.”

Stay tuned :) What are your goals for Soulscape and your personal career in the next five years?

I want to continue to grow as an artist.

I want to be able to harness a style and work it to death to become the best I can possibly be.

I want to be around good people, and involved in the community. I want to 80

be able to offer what I believe to be a really enjoyable fun environment, and provide services from people you can count on.

Do you have any plans to expand your offerings or teach aspiring artists?

I think I definitely am open to the idea, once I feel I am steady and in a place where it makes sense. I love to help people, and I am super passionate about what I do.

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If you could tattoo or do permanent makeup for anyone in the world, who would it be and why?

My family and friends, as I feel I know them so deeply that it allows my artwork to reflect them. Plus I love being around them, so it’s a win-win!

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soul Scape Tattoos, Brows, Custom Art, Flash, Events, Parties, Weddings

Follow my work on IG:

@soul_scape

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{ {WOMAN WHO INSPIRES WALKING { SHIFT+CONTROL WARRIOR } }}

JOLANA HOLLISTER PHOTOS BY JOLANA B PHOTOGRAPHY

Personal & Professional Journey Can you introduce yourself to our readers and share a bit about your background?

Hello, hello! My name is Jolana, and my mission in life is to eat, hike, and photograph my way around the world.

I was born in the Czech Republic, a place that I still call home to this day. I have always been the most adventurous, spontaneous, and optimistic person in the room, and find I have brought that right into my photography business.

Before photography became my career, I graduated from St. John Fisher College with a BS in Psychology, worked in the Psychiatric Emergency Room, and worked at RIT in the Office of the President.

Outside of photography, I am passionate about solo travelling around the world, immersing myself into different cultures, hiking, helping others experience the beautiful outdoors, and trying new foods/things.

I have now been in business for over 10 years, having photographed individuals, weddings, and businesses both locally and internationally. I am constantly finding new ways to make my photography a full experience for my clients that ignites a sense of belonging, empowerment, and connection. I’ve had photographs displayed in two international exhibits and have been published in numerous publications, exhibits, and magazines.

You originally planned to work in the healthcare industry—what led you to pivot to photography instead?

I have always loved healthcare, learning about the body, and understanding the human mind. My dream was to either become a surgeon or a forensic psychologist. After college I looked at many PhD programs, however I realized that none of those programs were going to offer me what I needed most: Freedom. Call me a Saggitarius through and through, but having the

freedom to travel, go back home and visit family, and live a life that doesn’t revolve around my job was what was most important to me. Growing up in Czech I was always taught that we work to live, and I felt like in the US, it’s very much the opposite: we live to work.

Because of this I resisted having any fulltime jobs after college that would limit my ability to make my own schedule.

Instead I worked many part-time jobs.

I also loved photography and started taking photos for friends and family and

their businesses for fun. My partner at that time had already started his own business and encouraged me to do the same. I never would have thought that photography would become not only my career, but that I would own my own business doing it. It was honestly one of the best pivots I have made in my life!

What was the turning point that made you decide to leave your university job and pursue photography full-time?

RIT was restructuring and my position got eliminated in the process. I was offered a new position in a different department, and honestly would have probably made more money if I had accepted. However at this point my photography business was keeping me busy anytime I wasn’t at RIT, and I knew a change of position wouldn’t allow for me to keep running the business as well. I decided to take the leap, leave my good job with amazing benefits, and try to make something great out of my small photography business.

You mentioned saving up reserves and working with a digital marketing company to sustain yourself—what other steps did you take to ensure your business thrived?

Originally I saved up a small reserve that could get me through a couple of months. I went fulltime in August of 2019, and could not have seen both COVID and a big life change coming in 2020. Thankfully I was able to apply

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for the PPP grant, and found ways to pivot in my business that took what seemed to be a doomed year to me doubling my income during COVID. I started stepping out of my comfort zone with both photography and business, and learned quickly that hiring professionals to take over certain parts of my business gave me more time to focus on growing it. In 2021 I hired a part time assistant, outsourced my bookkeeping, and hired on a digital marketing company. I also researched and applied for various grants, most of which I didn’t get, one of which I did. I also started offering payment plans that helped me have a residual income, and started renting space to have an actual studio, which opened the doors to different business opportunities.

In 2022 I became a WBE certified business in Monroe County, a move that opened more doors for me in the commercial side of my business, and invested in coaching/ educational courses.

The Photography Experience & Branding What inspired the rebranding from “Jolana Babacek Photography” to “The Photography Experience, LLC”?

My inspiration was simple…. Try to read Jolana Babacek Photography out loud; now imagine hearing the name and trying to spell it! No one could pronounce it or spell it, which meant it was difficult for potential clients to find me. I also knew that I wanted to steer away from using my name as I grew. My hopes have always been to hire 86

additional photographers in the future, and growing the business meant not having everyone expect me to always be the person they see on the other end of the camera.

I spent a good 6 months trying to come up with the perfect name (if only ChatGPT was around back then to spit out 10 perfect name ideas in 10 seconds!). One day I was speaking to a family member and said “I want my photography to be an experience” and then jokingly said “The Photography Experience!” They looked at me and said “that’s your new name!” I sat on it for another month and felt like it really resonated with what is important to me. I also asked a few of my long-time clients what they thought. We were all in agreement that The Photography Experience had to be my new business name!

Raising prices was a major step in your journey—how did you overcome the fear of losing clients?

Honestly, raising prices is an ongoing challenge. It’s so easy to have imposter syndrome and feel like you don’t deserve to charge what the people you deem as being the experts in your area charge.

What really helped me is seeing other photographers in communities I was a part of make the price jump and share their success stories. Having a community of photographers from around the world share their successes lit a fire in me to do the same. It also in a way gave me the permission I needed.

Realizing that photography is a luxury, not a necessity, also helped me take a

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deep breath, and trust that those who value my work will pay. My rate of bookings did suffer and I am booking about a 4th of my leads which initially terrified me, but then I saw how I was making more than before, with less clients, and the extra time allowed me to focus on both providing an even better client experience, and on the back end of the business.

What really helped me, though, was reminding myself that I make the rules in my business. Just because I raise my prices, doesn’t mean I can’t grandfather in clients I love, or raise them to the new rate gradually. It’s such a small thing, but this reframing of my mind removed that obstacle What advice would you give to other entrepreneurs hesitant to charge their worth?

One: Being confident in yourself and your abilities speaks volumes to both potential clients and to the universe. Do something that gives you that confidence!

Two things helped me unearth that confidence in myself: a boudoir session of my own and traveling solo. Both awoke a confidence in me I didn’t even know I had, and pushed me to take the leap and raise my prices out of confidence, verses out of fear or anxiety.

Two: Read a book called Get Rich, Lucky Bitch by Denise Dunfield. The book helped me breakthrough so many limiting beliefs I had about money and the feelings I had about making money. If you haven’t read this book, or the title of the book makes you a bit uncomfortable (as it did me initially),

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{ SHIFT+CONTROL { WOMAN INSPIRES } } {WHO QUEEN OF }ARTS “Realizing that photography is a luxury, not a necessity, also helped me take a deep breath, and trust that those who value my work will pay.”

fthis is your sign you need to go read it!

Three: Lean on your community of other women owned businesses! No one will support you harder, give you the space to be vulnerable and talk about the hard things in business, and push you more than a group of women all working to grow their own businesses and see you succeed!

B oudoir & Empowerment Photography Boudoir photography became a significant part of your business.

What drew you to this particular niche?

Honestly it was having my own session and seeing the impact it had on me. The confidence I gained and feeling of being on cloud nine for months from my experience made me want to share that with others. I spent some time studying and learning the art of boudoir, and then dove in. Once I started offering boudoir I knew I was doing what I was meant to. For a long time I struggled with this feeling that my work wasn’t making a difference, that I should be doing more.

This niche allowed me to combine my psychology background and desire to work with women on a deeper level, with my love of photography. \What has been the most rewarding part of working with women through boudoir photography?

Seeing my clients accept themselves in a way they never thought possible when they see their photos for the first time. The best compliment I can get is when a client selects a photo as their favorite that shows off a part of their

body they are normally self-conscious about. Helping my clients fall in love with their bodies, their scars, and see past their insecurities is truly such a rewarding and special experience.

Can you share a particularly memorable boudoir session that left an impact on you?

Breast Cancer Confidence Project & Giving Back Your work with breast cancer survivors through boudoir photography is incredibly powerful. How did this project come about?

In 2020 I photographed my now friend Michaela 2 days before her first surgery, only a couple of weeks after being diagnosed with breast cancer at age 29. These were photos to help her remember her body before. She then asked me to document her whole journey through treatment. The healing nature of the photographs inspired her to want to provide that experience for others, so Michaela came to me with that idea and we ran with it. That’s how our nonprofit, The Breast Cancer Confidence Project, was born. Our mission is healing the body image & self-esteem of breast cancer survivors; and restoring confidence through transformative portrait experiences. My work with the Breast Cancer Confidence Project is what gives me so much purpose.

What has been the most fulfilling moment in working with breast cancer warriors?

It’s really difficult to point out a single moment. Every warrior I work with has her own powerful story to tell. If I had

to narrow it down it would be all the women I’ve worked with in creating our soon-to-be-published inspirational coffee table book. We travelled all around the United States, photographing women of all demographics, each willing to share their stories to inspire and give hope to anyone struggling with self image. Their bravery to be vulnerable and bear their scars out in the open is truly beautiful, and has been the most fulfilling work I have had the privilege of being a part of.

How do you see photography as a tool for healing and self-empowerment?

Boudoir photography is what helps us not only accept the body we have, but it helps us fall back in love with it. It empowers us to challenge what the “perfect” body is and kick all the expectations put on us by media, magazines, and society to the curb. We are each created uniquely, and that is what should be celebrated.

For me, boudoir photography is a deeply personal and powerful tool for healing and self-empowerment. Through boudoir, I’m not just capturing what’s on the outside; I’m creating space for women to reclaim the parts of themselves that the world, or their experiences, may have tried to dim. It’s about reminding each woman that she is, and always has been, powerful, beautiful, and worthy exactly as she is. And that, to me, is so healing, transformative, and empowering.

Business Strategy & Client Relationships You’ve found success without strictly niching down—why do you think this

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{ SHIFT+CONTROL } }} { WOMAN WHO INSPIRES { QUEEN OF ARTS “I started stepping out of my comfort zone with both photography and business, and learned quickly that hiring professionals to take over certain parts of my business gave me more time to focus on growing it.”

approach works for you?

Since I have started my business, I have struggled with the notion of niching down, though I fully understand the benefits. Every time I wanted to get rid of a branch of photography that I do, that branch is what pulled me out of a slow season. I think the reason not nothing down works for me is because of how I approach each branch of my business.

I have developed each branch separately from the rest of the business. For an example, I built a completely separate website and Instagram for my boudoir.

As a client myself, I looked for a boudoir photographer that specialized in boudoir and only photographed boudoir. I applied this same approach to myself and wanted to ensure that my potential clients felt that as well.

Each year I focused on a different branch of my business that I wanted to grow, and it did! No matter what I was photographing for a client, I ensured that the experience they received made them feel like I was an expert in that type of photography. This approach has brought many of my clients coming back to me for their various needs, often times outside of the branch they originally saw me for.

How do you maintain strong relationships with clients, and what strategies have helped you build loyalty?

I make sure each of my clients feels seen and is treated as if though they are my only client, even if I am fully booked.

For me, it really comes down to the experience, and that is what has built 92

not only loyalty, but amazing friendships with my clients.

I not only help my clients, before, during, and after their photography experience with me to ensure there is no stress, but I also make every experience personalized to them. I show my appreciation by sending holiday ornaments to all my couples that get married that year, I hold events at my studio for past and new clients to get to know me better, and I give back to my community as much as I can, which includes teaching classes that many of my clients have taken advantage of.

One piece that I cannot leave out is I make sure I always maintain good communication with my clients, do my best to not take anything personally (a hard one to do, I know!), and the biggie, admit when I have made a mistake.

We are all human, and we all make mistakes, and we all have bad days. I remind myself when I get one of those emails we normally find annoying or hard to digest, that my client may be having a bad day, and the last thing I want to do is make it worse. When I make a mistake, I make sure to let the client know right away instead of waiting for them to discover it, and find a way to make up for it. We’ve all had those clients we know we messed up with.

For me, those are some of my most loyal clients, because they know I will be honest with them and do whatever I can ensure their happiness.

What role has social media played in growing your business, and how do you engage your audience effectively?

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Social media has had the biggest impact on my boudoir business. I started a women’s only boudoir facebook group, and use the space to educate and engage my community of women. It’s a safe space for women to talk about anything without the fear of being judged. I allow myself to be vulnerable in this group so the women get to learn who I really am. I have been told by many of my clients that my vulnerability and openness in this group made them feel comfortable enough to book a boudoir session with me.

I’ll be the first to say that I think I could use a lot of help in the social media aspect. It’s a love-hate relationship for me. I am engaging for a month or so, and then fall off the wagon for several months before engaging again. The only advice I can give here is to be authentic.

Let your viewers see who you really are. This will attract the people you are meant to work with.

Challenges, Growth & Future Plans What were the biggest challenges you faced as an entrepreneur, and how did you overcome them?

This is a question I always struggle to answer. When owning your own business, everything seems like a challenge so much so, that in the grand scheme of things, nothing seems like a challenge; it’s just a part of owning your own business.

If I truly reflect, the biggest challenge has been letting go, and learning to get out of my own way. Learning to give up control has been a difficult one for me.

Whether it’s accepting that I am not a

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“Outside of photography, I am passionate about solo travelling around the world, immersing myself into different cultures, hiking, helping others experience the beautiful outdoors, and trying new foods/things.” bookkeeper and hiring a professional to take over for me, or learning that just because I can learn a skill and do it myself, doesn’t mean I should.

Any other challenge I have had thrown at me I have been able to tackle by pivoting (insert Friends PIVOT!! here).

The months when no leads came in and I didn’t know how’d I’d make enough to pay my bills, I would always find a way to pivot. Whether that was shifting my focus to a different branch, reaching back out to potential clients, networking, or trying a new marketing strategy, I would just trust things would turn around; and they always did.

What’s next for you and The

Photography Experience? Any new projects or goals for the future?

We’ve got some big dreams over here at The Photography Experience! The biggest one is having our coffee table inspirational book become a best seller once it’s published. We want to get the book into anyone’s hands that can benefit and make the biggest difference possible.

Keep a look out for it, the name will be “You Are Whole”!

We are focusing on growing our Adventure Elopements and helping couples truly feel present at their wedding, and connected with nature. This has been an exciting adventure for us as well, and gives my partner and I the opportunity to work together. He handles the video

and drone, and I handle the photography and planning. It’s a perfect mix!

We are also hoping to hire on an associate photographer in the next year, which would allow us to expand what we offer!

One thing I’m most excited about is offering retreats! We have our first weekend retreat in the Catskills coming up in October this year. It’s going to be an empowering and inspiring weekend for moms to center themselves and find the women they have always been.

Moving forward we are hoping to host several retreats a year!

As you can see, we never stop dreaming, and I hope this never changes!

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All experiences come with Professional Hair & Makeup, posing guidance, your fave drink, a Lingerie Guide, and more!

www.RocBoudoirExperience.com info@RocPhotoExperience.com (585) 432-0403

@RocBoudoirExperience

Schedule a time to chat with us and get 25% off your session fee when you book!

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3 YEARS WORTH OF MINUTES

BY JOANNE RYAN

SOMETIMES IT TAKES 3 YEARS’ WORTH OF MINUTES FOR SOMETHING AMAZING TO HAPPEN! Three years ago, I sat in a room filled with leaders from across the Ronald McDonald House Charities (RMHC) network at the Global CEO Conference of the Americas in Dallas, Texas. I remember the moment clearly the room was quiet, focused, and filled with anticipation.

The Global CEO stood before us and asked three questions that cut straight to the heart of our mission: How do you know you’re doing enough for your families?

go home?

How do you know that the care you’re providing is truly making a lasting difference?

We knew we had to do more.

If your chapter could build a continuum of care, what would it look like?

For us at Ronald McDonald House Charities of Rochester (RMHCR), those weren’t new questions…they were questions we had already begun asking ourselves. In fact, we were taking early steps toward building the very continuum of care our families so desperately needed. We had begun welcoming high-risk pregnant women into our House so they could be close to care before their babies were even born. We were already supporting families of medically fragile infants’ prematurity being the second-highest diagnosis we see. But the story didn’t end when our families left the hospital.

So, we asked a new question: What happens to these families when they

We reached out to our healthcare partners at Golisano Children’s Hospital (GCH) and received sobering news. Data revealed that nearly 20% of families with medically complex infants were missing crucial post-discharge appointments resulting in a 20% hospital readmission rate within eight weeks. These weren’t just statistics. These overwhelmed parents, isolated by geography or circumstance, doing their best in the face of impossible choices between work and healthcare, transportation and rest, survival and recovery.

So, we started to ask questions. What would this kind of care look like? Who would provide it? We determined that since these patients faced barriers to attending their post-discharge appointments, CARE WOULD HAVE TO GO TO THEM. These medically complex patients were far too fragile for a traditional telehealth appointment. So that wouldn’t work.

We brought an expert to the table and the expert had the solution: “enhanced” telehealth with state-of-the-art equipment called TytoCare. We continued to move forward, and each step presented new challenges. We were determined and sought more experts with solutions.

Our team of Advisors grew. The table got bigger and the challenges got smaller; and, our idea moved from concept, to consultant, and finally to creation of House to Home—a bold, compassionate, first-of-its-kind initiative designed to

meet families exactly where they are: in their homes.

House to Home is more than a service.

It’s a commitment. It’s a mobile medical and support unit powered by innovation, empathy, and community. It brings enhanced telehealth technology and vital support services directly to the doorsteps of medically complex children and their families across our region. It is the perfect blend of science, technology, and humanity This has been a partnership with Golisano Children’s Hospital’s Complex Pediatric Care Program, and made possible under the guidance of Dr. Arturo Brito, President & CEO of the Children’s Health Fund—our consultant who had designed over 50 mobile units in over 25 states (but none serving this fragile population). By design, House to Home is a unique and remarkable call to action to do something that has never been done this way before. It has opened the hearts, minds, and yes, even the wallets of so many because the impact from this kind of support will be immediately beneficial.

We set out to eliminate barriers to care—transportation issues, missed appointments, and the overwhelming logistics of coordinating services for a medically fragile child. We imagined a future where a family wouldn’t have to rearrange their entire lives for a routine follow-up. Where specialized care could come to them. Our custom-built mobile medical unit—crafted by the incredible team at Mission Mobile and wrapped in a beautifully designed exterior that

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SHIFT+CONTROL {{ MINUTES MATTER { QUEEN OF }ARTS } “We set out to eliminate barriers to care—transportation issues, missed appointments, and the overwhelming logistics of coordinating services for a medically fragile child.”

mirrors our warmth and mission—is equipped with TytoCare telehealth technology, durable medical equipment, and the amenities necessary to bring world-class care into the homes of our most vulnerable families. It allows us to provide fresh produce, hot meals, clothing, mental health and wellness support, medical document printing and fax services and support, hot spot internet access, and more. It is a blend of science, technology, and humanity.

But the mobile unit is just one piece of a much larger, much deeper support system. Our wraparound services are designed to help children reach critical developmental milestones faster, reduce hospital readmissions, and improve the quality of life for entire families—not just the patient. Because when a child is seriously ill, every member of that family carries the weight.

This program was designed to enable access to healthcare for children with multi-organ chronic diseases, including those dependent on ventilators, feeding tubes, tracheostomies, and private duty nursing. These children represent the top 1% of medically complex cases, yet they account for over 30% of pediatric healthcare resource use. Their families face extraordinary challenges. And in Monroe County, where maternal and infant mortality rates exceed the state average, particularly among women of color, those challenges are amplified by systemic health disparities and inequity.

House to Home is our answer. It’s our declaration that access to care shouldn’t depend on your zip code, your income, or your race. It’s our pledge to bridge gaps and build equity, one home visit at a time. And none of this would have 106

been possible without the steadfast support of our incredible partners and donors, and a community that cared enough to believe in something that has never been done before You will often hear the expression “it takes a village.” This took many “villages.”

This article will also be a way to publicly thank so many for their kindness, their generosity and their unwavering support over 3 years. I will often share in this article how precious minutes are and how much they matter, and for the last 3 years, in addition to providing care and support for almost 10,000 families and 30,000 family nights, my team focused efforts to build out and fundraise for this amazing mobile unit.

With the support of our RMHCR Board of Directors, and especially past board chairs Fernando Santiago, Anne Swantz and our current Chair, Dr. Lekeyah Wilson, we offer our sincere gratitude for believing in this vision from day one. To the many members of House to Home Advisory Board, whose insight and passion helped to clear every barrier and obstacle encountered, and helped us build the path to launch, we say thank you.

To our funders, Mr. Tom Golisano and the Golisano Foundation, including Erica Dayton and all of the Golisano Foundation Trustees, your commitment to children’s health is transforming lives.

To Baldwin Richardson Foods, Erine Tolfree, CEO; Cara Hughs, CIO; Elaine Avolio -Franca, CFO; to RMHC Global, Katie Fitzgerald, RMHC CEO, Rodney Jordan, RMHC COO; to the Farash Foundation, Marcus Bliss, Program Officer and Dan Braverman,

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Foundation Chair; and Neil Herendeen, MD,MS,FAAP, URMC GCH Director Complex Pediatric Care, and the many generous foundations and individual donors who believed in our mission, your support is the fuel driving this mobile unit forward. You made it possible to build the infrastructure and fund the first three years of operation.

To Dr. Arturo Brito and his team at the Children’s Health Fund, thank you for walking alongside us as trusted advisors and partners. Maria Ferraris and Mission Medical Mobile, who built the beautiful mobile unit.

And to our own remarkable RMHCR team: this has been a labor of love. To our Development Team who tirelessly worked to secure funding…you turned a dream into a sustainable reality. To our Program Team, who strategically blended telehealth with compassionate care, you’ve created a model that’s never existed before in the RMHC world.

To our dedicated Field Operations Driver and Community Health Worker, and the entire House to Home field operations team, thank you for showing up every day with purpose, humility, and heart.

You are ALL making history.

Together, we are not only caring for children, we are redefining what pediatric care can and should look like. We’re bringing the hospital to the home. We’re meeting urgent medical needs while easing emotional ones. We’re wrapping entire families in a circle of compassion and innovation. From House to Home, hope is no longer out of reach. It’s on the move.

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REBECCA CANDELARIA & JO-ANN GREEN Strong, Sassy & Over 50: Meet the 2 Fit Chicks Taking on Fitness, Beauty & the Airwaves In a world where women over 50 are often underestimated or overlooked, Rebecca Candelaria and Jo-Ann Green, better known as the 2 Fit Chicks, are defying expectations— and doing it in style. More than just gym partners, these two powerhouse women have transformed their mutual passion for health, fitness, and beauty into a growing media and lifestyle brand. From the weight room to the podcast mic, they’re showing women everywhere that age is just a number—and strength, both inside and out, never goes out of style.

Best friends, workout buddies, and now business partners, JoJo and Rebecca launched 2 Fit Chicks LLC to inspire other women to reclaim their confidence, embrace their age, and pursue health and happiness on their own terms.

What started as a casual idea between sets at the gym has now blossomed into a podcast that blends real talk with real results—covering everything from skincare and supplements to friendships and fitness routines.

We sat down with these dynamic women to get the scoop on how 2 Fit Chicks came to be, what keeps them motivated, and why being fabulous at 50+ is just the beginning.

Can you share a little about your

backgrounds and what led you both to create 2 Fit Chicks LLC? Rebecca: JoJo and I had already built a strong bond through our shared passion for working out. We met at the gym and just clicked—same energy, same drive, and we were constantly pushing each other to be our best.

On top of that, we had also been guests on several podcasts together, especially ones focused around the Milf Manor 2 reality show. Those

experiences sparked something in us. We realized we had a lot to say, and more importantly, that other women were listening. That’s when we decided to launch our own platform and brand. That’s how 2 Fit Chicks LLC was born.

JoJo: It was about taking our friendship, our love for fitness, and our unique experiences and turning them into something that could motivate and empower other women—especially those our age.

What inspired you to start the 2 Fit Chicks podcast, and how did the concept come to life?

We were already working out together almost daily and constantly talking about health trends, beauty products, and life in general. One day, we just looked at each other and said, “Why aren’t we sharing these conversations with the world?” It felt natural to create a podcast that reflects our everyday conversations—honest, empowering, and a little cheeky. The idea of a health, fitness, and beauty podcast specifically geared toward women like us—strong, fabulous, and over 50—just felt like the right fit.

Your podcast covers a variety of topics, from health and fitness to beauty and fashion.

How did you decide on this mix of themes?

We wanted it to be real. Women don’t just care about one thing—we juggle health, beauty, relationships, fashion, careers, and family. Our audience often asks us for advice on all these fronts. So we thought, why limit ourselves? Each week we dive into topics that women are truly interested in. If we’ve tried a new skincare serum or found a workout that actually works, we’re going to talk about it. It’s like a chat with your best friends, only we’re recording it and sharing it with the world.

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{ 2FIT CHICKS } } { SHIFT+CONTROL “We wanted it to be real. Women don’t just care about one thing—we juggle health, beauty, relationships, fashion, careers, and family.”

What do you hope listeners take away from each episode of your show?

Our hope is that women feel heard, seen, and inspired. Whether it’s a new fitness tip, a beauty hack, or just reassurance that they’re not alone in their struggles, we want them to walk away with something valuable. We’re not trying to be perfect—we’re trying to be real. And if someone laughs, learns, or feels more confident after tuning in, then we’ve done our job.

What has been your favorite episode or topic to discuss so far, and why?

We absolutely love talking about our gym routines and the friendships we’ve formed at Midtown Athletic Club in Rochester. That place has truly become our second home. It’s more than a gym—it’s a community.

Some of our best ideas, deepest laughs, and biggest lifts have happened there. It’s also where we continue to meet people who inspire us and become future guests on the podcast!

How do you prepare for each episode? Do you follow a script or keep it more conversational?

Honestly, we like to keep things natural. Our best conversations come when we let things flow. Sometimes we jot down bullet points or topics we want to touch on, but the energy is always authentic and spontaneous.

That’s part of the magic—we’re not trying to be scripted or rehearsed. We’re two besties having a real conversation and inviting others to join in.

You also bring in men’s perspectives on important topics that women 112

experience. What have been some of the most eye-opening insights from those conversations?

Bringing in men has added such a cool dynamic to the podcast.

It’s enlightening to hear how they approach health and fitness and what obstacles they face. We’ve had some really open conversations about body image, motivation, and even mental health. What surprised us the most is how similar our struggles can be—it’s broken down a lot of walls and created mutual understanding.

What has been the biggest challenge in growing your podcast and brand?

For sure, the tech side! We’re both super energetic and full of ideas, but things like mics, editing software, and social media algorithms weren’t exactly in our wheelhouse at first. It’s been a learning curve, but also a fun challenge. Each day we’re figuring out something new and leveling up.

How do you choose your guests, and are there any dream guests you’d love to have on the show?

A lot of our guests come from everyday interactions—people we meet at the gym, in the community, or even through social media. If someone has an interesting story or insight, we invite them on! We’d love to bring more people from the Milf Manor reality show back on the podcast, especially the men, just to catch up and see where life has taken them since.

What’s one topic you’re excited to cover in an upcoming episode?

We’re really excited to have Katie,

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the nurse practitioner from Iron Chiro, join us. She has so many wellness tips and insights to share— things like hormone balancing, IV therapies, and holistic treatments.

It’s a topic we think a lot of women are curious about, especially as they navigate their 40s, 50s, and beyond.

Besides the podcast, what other ventures or projects are you both involved in through 2 Fit Chicks LLC? We have big dreams! We’d love to enter a fitness competition together—just to show that you can still slay the stage at any age. We’re also working on launching some merchandise—things like hats, tanks, and gym gear with our logo. It’s all about creating a brand that feels strong, sexy, and empowering.

Do you offer coaching, events, or other resources for women looking to improve their health and wellness?

Right now, we share fitness videos and tips on our social channels, showcasing our favorite routines and gym hacks. Eventually, we’d love to expand into live events or offer digital coaching. We’re taking it one step at a time, but everything we do is meant to uplift and energize other women.

How do you balance running a business, hosting a podcast, and managing your personal lives?

It’s a lot, but we make it work! We both lead very full lives, but having each other as a support system makes all the difference. We keep each other grounded, accountable, and motivated.

Balance isn’t about being perfect—it’s about making space for what matters

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{ 2FIT CHICKS } } { SHIFT+CONTROL “We realized we had a lot to say, and more importantly, that other women were listening.”

most, and right now, this project is definitely at the top of that list.

What do you think sets 2 Fit Chicks apart from other health and wellness platforms?

We’re real women over 50 showing up, staying strong, and doing it with heart and humor. That’s what sets us apart. We’re living proof that you can be fit, fabulous, and fearless at any stage in life—and that makes us relatable to so many women who want to feel seen and empowered.

Ho w h a s y o u r j o u r n e y a s entrepreneurs shaped you both personally and professionally?

It’s been transformative. We’ve built amazing friendships, grown our

confidence, and stepped into roles we never imagined ourselves in.

Every interaction reminds us why we started and fuels us to keep going.

We’re not just podcast hosts—we’re motivators, cheerleaders, and dreamers who truly believe in lifting others up.

What’s next for 2 Fit Chicks? Do you have any plans for expansion, live events, or collaborations?

Yes! We’re actively looking for a new space to call home for our podcast and potential events. We want to grow into a multimedia platform— maybe live tapings, workshops, even retreats. The possibilities are endless and we’re dreaming BIG!

other women looking to start their own podcast or business?

Don’t overthink it—just start. All it takes is a few hours of dedication each week and a willingness to share your voice. You never know who needs to hear your story. You don’t need fancy equipment—just passion and purpose.

If you could give one piece of advice to your younger selves before starting this journey, what would it be?

You are capable of more than you know. Don’t be afraid to try something new. Being mentally and physically healthy makes every other area of life better. Chase the things that set your soul on fire—at any age.

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PARTNERS, these two powerhouse women have transformed their mutual PASSION for health, fitness, and beauty into a growing media and LIFESTYLE brand.

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{ DREAM. BUILD. LEAD. }

TONI BRINSON & BRINSON EVENTS What inspired you to start Brinson Events, and how did you first develop your passion for event planning and design?

Brinson Events was inspired by my roots—my mom was a cook, and my dad a chef at some of the finest hotels in Rochester. Their love for hosting and creating memorable gatherings planted the seed in me to celebrate life in all its forms. Growing up, our family parties were legendary, and it taught me early on how special it is to bring people together.

I’ve always had a passion for celebrating milestones. My birthday? It’s practically a national holiday—I share it with my wombmate (aka my identical twin sister), so you know it’s a party! From hosting my high school graduation party to planning my own wedding in 2009, I’ve always loved creating moments to remember. Speaking of my wedding, Kevin—my husband—has been my biggest supporter since day one. He’s not just my partner in life but also my support partner in business. From helping with setups and rental deliveries to breaking down events, he’s always been all in on my wild ideas.

Then came my boys, and the celebrations only got bigger. My eldest son Caleb’s 13th birthday on October 4, 2023, was a milestone we went all out for. And my youngest

son, Kaiden born on 12-12-12, celebrated his golden birthday 1212-24 with an unforgettable party.

Brinson Events grew out of my love for celebrating people, milestones, and memories. It’s more than a business— it’s my way of honoring life’s most special moments.

What were you doing professionally before launching Brinson Events

in 2018, and how did those experiences influence your approach to entrepreneurship?

Before launching Brinson Events in 2018, I worked—and still work—as a Health Science Specialist with the Veteran and Military Crisis Line. Since 2013, I’ve been a crisis responder, supporting veterans and active-duty service members through life’s toughest challenges. With a Master’s in Social Work, I’ve honed skills in empathy, active listening, and problem-solving,

all of which directly influence how I approach my business.

My background has taught me the importance of creating a safe, supportive space for others—whether it’s guiding a couple through wedding planning or helping them navigate unforeseen challenges. Every detail matters, whether it’s finding the right resources for a veteran or choosing the perfect centerpiece for a reception.

Balancing high-stakes situations has also prepared me for the unpredictable nature of event planning. From last-minute changes to unexpected mishaps, I’ve learned to stay calm under pressure (though sometimes with a tiny bit of sweat, lol).

These experiences have shaped my approach to entrepreneurship, allowing me to connect deeply with clients and ensure their visions come to life with grace and care.

Brinson Events is known for its luxury and elegant event planning.

How would you define your unique style, and how do you ensure your designs stand out?

My style is a blend of timeless elegance and creative storytelling.

Every design I create is tailored to reflect my clients’ personalities and dreams. I don’t just plan events—I

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{ DREAM. { SHIFT+CONTROL BUILD. LEAD. } } “These experiences have shaped my approach to entrepreneurship, allowing me to connect deeply with clients and ensure their visions come to life with grace and care.”

craft experiences. I stay true to my roots by blending luxury elements like lush drapery and custom florals with unique details that surprise and delight. Think tablescapes that look like they belong in a magazine.

What has been your favorite or most memorable event to plan so far, and what made it so special?

One of my favorites was the Amazing Epic Women’s Conference hosted by the Amazing Lashunda Smith. Being called back for a second year in a row felt like a true honor, but it wasn’t just the challenge of designing the stage—it was the energy in the room, the women connecting, and the purpose behind it all. Watching my designs enhance such a powerful moment of inspiration gave me chills.

How do you balance being a devoted wife and mother with running a thriving business?

What lessons from your personal life influence your professional work?

Balance? It’s more like a daily juggling act with some glitter thrown in for fun.

My husband, Kevin, and our two boys, Caleb and Kaiden, keep me grounded and motivated. They’ve taught me the power of teamwork, patience, and showing up even when it’s tough. The lessons I learn as a mom—like negotiating with a teenager—translate surprisingly well to working with clients.

What challenges did you face in establishing Brinson Events, and 124

how did you overcome them?

Starting a business isn’t all champagne toasts and ribbon-cutting—it’s late nights, self-doubt, and figuring out taxes (ugh). My biggest challenge was building a client base while defining my brand. I overcame this by networking like crazy, investing in my skills through conferences, and staying true to my vision even when the road felt rocky.

Your business offers a variety of services, including event rentals and balloon design. How did you decide to incorporate these into your offerings, and what has the response been from clients?

Adding services like balloon design and rentals was organic. I kept hearing clients say, “It would be so much easier if I didn’t have to go to five different vendors.” So, I decided to be their one-stop shop. The response has been incredible! Clients love the convenience, and I love getting to bring their visions to life with a full toolkit.

How do you stay updated with industry trends while maintaining the traditional elements your clients may want?

I’m a conference junkie and a Pinterest enthusiast. I also keep an eye on runway fashion and interior design trends because they often influence event styling. But I balance this with listening closely to my clients—they might love the newest trend or prefer timeless elegance, and I’m here to make either happen beautifully.

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When working with clients, what is your process for bringing their vision to life?

How do you ensure their expectations are met or exceeded?

It starts with a deep conversation—I want to understand their vision, their personality, and even the little things like their favorite flowers. From there, I create a mood board and timeline, keeping them involved every step of the way. My goal is not just to meet their expectations but to exceed them so they say, “This is better than I imagined!”

As a business owner in a competitive industry, what strategies have been most effective in growing Brinson Events and building your brand?

Building relationships has been key— both with clients and other vendors. I also invest in my craft, whether through attending workshops or showcasing my designs on social media. Consistency and a focus on exceptional service have been my not-so-secret weapons.

How do you approach working with clients who may have diverse or unconventional ideas for their events?

I love unconventional ideas! Whether it’s a sports-themed wedding or a Willy Wonka balloon installation, I lean into the challenge. I focus on blending their vision with my expertise to ensure the final result feels cohesive and fabulous.

What is your favorite aspect of planning events like weddings, baby showers, or corporate gatherings? Do you have a particular specialty you enjoy most?

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{ DREAM. BUILD. LEAD. } “Growing up, our family parties were legendary, and it taught me early on how special it is to bring people together.”

I love seeing the big reveal—the moment when a client walks into the space and their face lights up. It’s magical. My specialty is definitely weddings. There’s something about being part of such a monumental moment in someone’s life that makes it extra special.

What advice would you give to someone who wants to pursue a career in event planning or start their own event business?

Invest in your skills, build a strong network, and never stop learning. It’s also crucial to define your niche and be willing to work hard—it’s not all glamorous, but it’s worth it when you see the joy on your clients’ faces.

How do you manage stress or unexpected challenges during events, ensuring a seamless experience for your clients?

I channel my inner crisis responder. Deep breaths, quick thinking, and a backup plan (or two) are my best friends. I also keep a “just in case” kit handy—it’s saved me more times than I can count!

Can you share a time when you had to think on your feet to solve a problem at an event? What was the outcome?

At one wedding, the cake delivery was delayed, and the baker’s number wasn’t working. I called a trusted contact, found a replacement cake topper, and shifted the timeline slightly to cover the delay.

By the time the cake arrived, no one even realized there was an issue.

What do you envision for the future of Brinson Events? Are there any exciting new services or expansions on the horizon?

We’re expanding our rental inventory and transitioning more services. I’m also diving deeper into a faux floral rentals and teaching more masterclasses to eventually have Brinson Events Academy.

Big things are coming!

What legacy do you hope to leave through Brinson Events, and what do you want your clients to remember most about working with you?

I want my legacy to be about creating unforgettable moments and inspiring others to dream big. I hope clients remember me as someone who cared deeply about their vision and made their special moments truly magical.

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{ BEAUTIFUL, POWERFUL, DESERVING } { WOMEN WHO INSPIRE }

YOULETTERS ARE ENOUGH. LOVE I NEVER SENT

BY NICOLE HEROUX WILLIAMS I PHOTOS NSP STUDIO

BY VERONICA RYAN I PHOTOS BYBY PETER LEVINS

(con’t from last edition) Dear Reader, There’s one more letter from my dead letter box that we didn’t have time for last month.

I’d like to share it with you now.

That dead letter box was locked up tight for a long, long time. I’ve had the key for a while now but couldn’t bring myself to use it without your help. It was scary, opening that dusty box, but it was liberating, too.

We read those letters together, you and I, and now we’ve sent them on their way. In the box they were bookmarks of regret; in the open they are signs of hope, healing, acceptance, and the power of letting go.

Thank you, dear reader, you’ve helped me break my chains.

You’ve also helped me—and my Aunt will love this—see Melville’s Bartleby in a new light. When my Aunt quoted the famous “I prefer not to” line, I thought it was terribly sad, a kind of hopeless surrender. Now I see it as an act of courage, the ultimate refusal to knuckle under to life’s curveballs. I, too, prefer not to. I prefer not to be burdened by my dead letters or be silent when I have something to say.

And that’s my last request of you, dear reader: don’t leave your letters in the dead letter box. Set them free; set yourself free.

Leave no love lost, unspoken, or unfulfilled.

My last unsent letter is to Unconditional Love: Dear Unconditional Love, Oh Veronica, Veronica, Wherefore art thou?

Kept like a promise, Loved like a vow.

Snow White skin, Ebony locks,

dragon to slay, while we tell girls it’ll be smooth sailing—happiness—for ever after.

The step from fantasy to reality for boys is a small one, usually passing unnoticed. For girls, the transition is sudden, traumatic, and disillusioning. We’re forced to abandon everything we were taught to hope for, do a complete mental and emotional 180, and get on with our lives in a world that looks nothing like the one we hoped for. When I say “sudden,” I’m not kidding. Is there a woman out there who doesn’t remember the shock of their first period? None of the princesses in our fairy tales warned us about that one!

Red rose lips, True love’s kiss.

Come on pretty girl, Dance with me.

Come on pretty girl, Take a chance with me.

Deep dark eyes, Sky high brows, Cutting cheeks, Curvy thighs.

Come on wild girl, Touch on me, Come on wild girl, Love on me.

Too much information? Too bad! Get used to it. You’re my diary, and I don’t want there to be any secrets between us. Whether it’s gossip about mean girls, tears over messy boys, or my time of the month, I’m telling you everything. And I mean everything. Get it? Got it? Good. So anyways, back to my period. That charming rite of passage wasn’t actually the first time reality intruded on my fantasies. Reality reared its ugly head when I was very young, when I first met Victoria.

Tell me your secrets, Tell me your lies.

Let your hair down, Let me see inside.

Love me, Free me.

Love me, Breathe me.

Oh Veronica, Veronica, Let me be your air.

To you, Love me; My most Intimate Affair.

Veronica’s Secret We move from fantasy to reality as we grow up—and that’s the problem. At least for girls, that is. Boys begin in fantasy, too, but their fantasies are about bulldozers and firetrucks and Olympic medals. They dream of dinosaurs and pirates, space monsters and rocket ships. Their fantasies have danger and struggle built in, and battle scars are something to be envied. The fantasies we offer girls, on the other hand, are pink and fluffy, serene and idyllic. Struggle is unheard of in our fantasies, and scars of any kind a horror. We tell boys to look for the next

My preschool years were sunshine, my own gilded age filled with fits of belly-aching laughter, princess crowns, costume jewelry, and fairytale bedtime stories. Excuse me, Mr. Vanderbilt, how many Barbies do you have? I’ve got twenty. But who cares, no big deal, I want more. Even in those innocent days Victoria was there, bringing doubt and fear into my little world. She was a presence, not a person. She was always prettier than me. I saw her, I loved her, I wanted to be her. She was a composite of Barbies, Disney princesses, willowy damsels, and supermodels—though at the time I didn’t know what a supermodel was. When I felt anxious or sad or just not quite right, I would look at Barbie’s cascading blonde locks and sparkling baby blues, and wonder if she had “downs” too, times when the sun played hide and seek behind dark clouds.

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{ BEAUTIFUL, POWERFUL, DESERVING } { WOMEN { SHIFT+CONTROL WHO INSPIRE } } “It was Victoria whispering in my ear, “Something’s coming to get you.””

The downs made life move in slow motion and enveloped the world around me in a foggy haze even thicker than Mom’s pea soup. But Barbie had no answer; she just stared back at me, with her perfect petal lips frozen in an eternal smile.

Barbie had no answers, but Victoria did.

When I was four, I proudly announced, “I need to go on a diet!” to my horrified family, who lovingly disagreed with me. As they negated my brilliant plan, anger rose inside of me. “I do need to go on a diet!” I thought, “Because I’m FAT.” At four years old—before I could write my own name or tie my own shoes—I thought I was fat, and I knew dieting fixed “fat.” At four years old. Why? Because Victoria said so. And with that, another American baby was lost.

But it didn’t stop there. From body image, she moved on to general anxiety about the world around me. To be fair, she had the perfect opportunity the day I took my seat on the big yellow “Apple” bus.

I was all set for school, with new Velcro sneakers, a backpack embroidered with pink butterflies, brightly colored folders, sharpened pencils, and 64 crayons. I even had a lunchbox stuffed with goodies, but as the wheels on the bus went ‘round and ‘round, I was overcome with a feeling I did not recognize. It was Victoria whispering in my ear, “Something’s coming to get you.”

As I grew up, so did Victoria. Adolescence gave her even more ways to get at me. She showed me beautiful fantasies and ugly realities and lied that I could have the one and avoid the other if only I did as she asked.

If I followed her instructions, always and absolutely, then acne, bad hair, and periods would disappear forever, and I’d look like a Victoria’s Secret model. Instead of the ugly duckling’s dingy gray, I would sprout the beautiful white plumage of a swan. Cheap at the price, I thought, and jumped right in. At first the compulsions were relatively 130

minor, things like switching lights on and off or rewriting my name on my homework, but they took a sinister turn when I learned about calories in health class. Victoria was delighted. If the average woman needed 1,800 to 2,000 calories a day, wasn’t it better to play it safe and stick with 1,800? I began to question every morsel on my plate and cuss out my reflection in the mirror.

I came to dread eating in public. School lunches became tiring sessions of picking apart sandwiches into tiny pieces fit for a bird, then guarding my mouth with a napkin as I took each bite.

With Victoria behind the wheel, the road led in only one direction. “You will be loved if you are thin,” she said, “but you will be loved even more if you are a victim, especially a victim of your own making.” And so, as we drove home from swim practice one evening, I decided to make myself anorexic.

Who am I kidding? There was no “deciding” about it. I both hated and welcomed it, and I couldn’t have done anything else. When I tearfully shared this—on an empty stomach, of course—with my therapist, she agreed that the seeds for my disordered eating had been planted long before. I fought Victoria on this one, and so at age fourteen, with pin straight hair scorched into place, a face bathed in coverup and perfect jet black eyeliner, I stared daggers at the man who had officially diagnosed me with anorexia, and who now dared to put a peanut butter sandwich with TWO WHOLE pieces of bread on my daily meal plan. And yes, you read that right—just peanut butter. You think I would have eaten jelly? Ugh, as if.

Resisting Victoria on my eating came at a great cost in stress and anxiety; she didn’t give up easy. In fact, the very ways I found to release tension were nothing more than insidious new attacks from her. At age fifteen, I took a razor blade from my brand new Bevel shaving kit and cut myself for the first time. She promised that those individually

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wrapped blades would release the pain, and they did. In those days, Victoria proudly marched me into school with dark denim skinny jeans clinging to my size 000 things and sky high stilettos and—better than all the rest after years of mental agony visible only to me—the battle scars that cutting left me with. “Yes, everyone loves a victim,” Victoria whispered at night as she slit my wrist.

How could I not realize that this persona— this demon—reveled in my pain? Maybe I started to see it when, at age 21, I lost my first love. Victoria didn’t comfort me, she blamed me, blamed my body and my appearance. With her perfect hourglass, she taunted me with her curves. “Men want a woman with a big ass and big boobs. Period.”

How eloquent. But I took those words as orders and ran with them, becoming a gym fanatic and using physical activity with the sole purpose of creating my ideal body. I wanted to puff up my chest, snatch my waist, and grow my glutes. My waist shrank and my glutes rounded, but my chest was still lacking. So, I ate, and I ate, hoping to make my boobs bigger. How crazy is that scenario? The perfect metaphor for the impossibility of a Barbie figure: Gain weight so your chest will get bigger, but exercise like a maniac to shrink everything else. Victoria must have been laughing her shapely ass off, watching me smile as the tape measure confirmed my growing bust, oblivious to the fact that the rest of me was growing, too. I’d call it ironic if it weren’t so tragic: The body I had tried for so long to shrink into nothing grew bigger and bigger, and I was the last to know.

So, why did I start this article talking about my period? Well, between disordered eating, a punishing exercise regimen, and years on hormonal birth control, I went for years without a monthly cycle. I didn’t mind, but not for the reasons that all women would joke about not wanting to deal with

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{ BEAUTIFUL, POWERFUL, DESERVING } { SHIFT+CONTROL } } { WOMEN WHO INSPIRE “And that’s my last request of you, dear reader: don’t leave your letters in the dead letter box. Set them free; set yourself free. Leave no love lost, unspoken, or unfulfilled.”

it. I didn’t want my period because it was the recurring, unavoidable reminder that life wasn’t going to match my fantasies or Victoria’s whisperings. Life was going to be messy, and inconvenient, and sometimes even ugly. It was going to be wonderful, but imperfect. Its joys would be deeper and better than the happily ever afters of my bedtime stories, its beauties more precious because we have lived through its challenges. I was happy to get my period because it was real.

I got it—for the first time in six years— on Tuesday, April 8, 2025. It was 8:47 am. I was rushing, on my way to group therapy. Mom was taking me, I resented forfeiting my independence, but I was in the depths of a borderline episode and on the come down from a manic state.

I barely had the energy to get myself on the toilet, let alone make the 45-minute drive to my treatment program. As I pissed, I questioned the meaning of life. Why am I even here? … Do I even want to be here? … Little did I know that in less than eight hours I would be checking myself into the ER. “Why are you here?” the woman at the intake desk would ask. “I’m suicidal.” would be my simple response. But that is another story. On that Tuesday, as I rose from the toilet and wiped, I remember feeling leaky. I honestly thought I’d wet my pants before making it to the bathroom. So, I wasn’t terribly surprised when I wiped and was greeted by a bright red smear on the otherwise pure white sheets of toilet paper. And I just started crying, the heavy weight of weeks past condensed in that red streak, like poppies in snow.

My tears felt like the sky opening, like me opening. In spite of everything else on that otherwise awful day, I somehow knew I would be OK. I had my period back. Now, dear reader, I won’t lie to

you, it wasn’t all smooth sailing from 8:47 am on Tuesday, April 8, 2025, when the red sea reentered my life.

After all, the day ended with me in the ER, wearing a gown, scrub pants, and disposable panties. I was given pads but was too tired to be bothered with them.

So, I let myself bleed freely, staining the panties and scrubs with my blood. My own scarlet letter, but one I wore with joy and pride rather than grief and shame. I was cleared to leave the hospital by 12:00 pm on Wednesday, April 9, 2025. I had re-committed to life and recovery, and I was ready to reenter the world and face the consequences of my actions. I walked through the ER doors, the threshold for reality, head held high, sun streaming on my face, kissed by a cool breeze. I thought about my period, and bit back a smile to myself as I thought, “Now, maybe someday I can be a mom… Yeah, maybe now someday I can have a baby.”

I’ll confess, I’ve thought for some time if I ever had children, I would want only boys. I feared Victoria would make me resent my daughter, the way she taught me to resent myself. I feared I would not be able to love my daughter, because I never learned how to love myself. But as I left the hospital, I thought maybe, just maybe that was changing. Because I was still wearing my disposable panties caked with blood, but…God damn…I had never felt more beautiful.

I have yet to sprout my beautiful white wings, but that’s OK. I like to think of myself as the duckling who simply grew up and grew into herself.

Not broken, beautiful.

XOXO Veronica Contact…

Email beautifulpowerfuldeserving@gmail.com Instagram @veronica.e.ryan

What’s Veronica’s secret? It’s that we don’t lose anything when we move from fantasies to realities. Reality is a far better place. We aren’t ugly ducklings turning into perfect swans; we’re just ducklings that grow up. I still sometimes question the food on my plate or think, “ugh” when I look in the mirror, but now I love the shape of my brows, the depth of my eyes, and the curve of my cheekbones.

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THE REAL ENTREPRENEUR YOU ARE ENOUGH.

BY NICOLE HEROUX WILLIAMS PHOTOS BY NSP STUDIO

BY CARLEYI MURTHA

Introduction & Background Carley, thank you for joining us! Can you start by telling our readers a little about yourself and what inspired you to launch Success Positive LLC? Thank you for having me! I’m a certified financial and business expert on a mission to empower families through successful business ownership. Over 27% of Americans identify as disabled, meaning 1 in 4 business owners are connected in some way to a special needs family. As someone who is differently abled, the wife of a 100% service-connected retired Army veteran, and the mother of two special needs adults, I’ve lived the challenges that many of my clients face.

The inspiration behind Success Positive LLC came from a moment of crisis that changed everything. When my adult daughter was struggling with her disability, I was given temporary custody of her children. At the time, I had a traditional W2 job. While my employer was sympathetic and granted me time off, the expectations and deadlines didn’t budge. I resented my employer and, ultimately, they let me go.

As a mother, I put work first because I was the breadwinner, ensuring the bills were paid, the lights stayed on, and treatments and services were covered.

But when my children became adults, we had honest conversations about how my absence impacted them. None of the employers I sacrificed so much for showed me the same loyalty I gave them. My children paid the price for that loyalty.

I couldn’t repeat that cycle with my grandkids. I needed to reclaim control - over my time, my income and, most importantly, my values. That’s when I created Success Positive LLC. It wasn’t just about survival, it was about building something better - not just for my family, but for others like mine. Now, I help business owners - especially those connected to special needs families leverage technology and automation to reclaim their time, boost profitability, and prioritize what matters most: their

but lack the business knowledge to succeed.

As a Pathfinder, I don’t just provide solutions - I empower my clients to take control of their businesses and their lives. Whether it’s through financial mentoring, automation, or strategic planning, I aim to make their path to success clearer and more manageable.

My philosophy is rooted in empathy because I’ve been in their shoes. I know how hard it is to balance family responsibilities with running a business and I’m here to help them succeed without sacrificing their families.

What were some of the biggest challenges you faced when starting Success Positive, and how did you overcome them?

Wow, this question hits me right in the feels. One of the biggest challenges I faced was finding vendors I could trust. In my first year, I wasted over $20,000 on vendors who promised results but failed to deliver - whether it was for website design, marketing ads, or SEO. Snake oil salesmen are everywhere, and it’s hard to know who to trust. Making the wrong choice isn’t just frustrating, it’s expensive.

families.

What does being a “Pathfinder” mean to you, and how does that philosophy shape your work with business owners?

Being a Pathfinder means being a guide to help others achieve their version of success. For me, it’s about using my expertise and personal experiences to support business owners who feel overwhelmed or stuck. I work with family-first founders who often turn to self-employment out of necessity

To overcome this, I began building a strong referral network of professionals whose work I could personally vet. I now offer these trusted contacts to my clients as direct referrals or passthrough services under my brand. This allows business owners to access high-quality services without the risk of working with an unknown provider. It’s been a game-changer for both my business and my clients, and it’s something I am incredibly proud of.

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{{ SUCCESS POSITIVE SHIFT+CONTROL }} } { WOMEN WHO INSPIRE “Ultimately, my goal is to help business owners achieve both professional success and personal fulfillment.”

Business & Mission Success Positive is all about bridging the gap between a business’s current operations and its envisioned success.

Can you break down how you achieve this for your clients?

At Success Positive, we specialize in simplifying the path to business success by combining financial expertise, automation, and tailored strategies.

We begin by understanding a client’s unique challenges and goals - whether it’s improving cash flow, streamlining operations, or leveraging technology to save time -so that we can create a roadmap that aligns with their vision of success.

Our approach is hands-on and collaborative. We don’t just provide advice, we implement solutions alongside our clients. This ensures they have the tools and knowledge to sustain long-term growth. By integrating automation, AI, and holistic business mentoring, we help business owners focus on what matters most - whether that’s scaling their operations or spending more time with their families, or both.

What types of businesses do you typically work with, and is there a particular industry you specialize in?

Our clients span a variety of industries, mostly in service-based businesses like mechanics, real estate agents, and construction companies. However, our specialization isn’t tied to a specific industry - it’s tied to the needs of our clients. We’re here to support businesses that are navigating the complexities of entrepreneurship while also balancing the demands of caring for loved ones with special needs.

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Many entrepreneurs struggle with delegation. How do you help business owners identify what to delegate and implement a strategy for success?

To help business owners decide what to delegate, I use a simple yet effective 4-box framework that sorts tasks based on two factors: the skill level required and the impact on the business. This framework helps clarify what to keep, what to automate, and what to delegate.

Here’s how it works: Low Skill / Low Impact: These tasks are easy but time-consuming—like data entry, basic scheduling, or inbox management. These are the first to delegate or automate.

Low Skill / High Impact: These are repetitive but impactful tasks like social media posting, follow-ups, or sending quotes. I recommend automating these where possible or outsourcing them with clear systems in place.

High Skill / Low Impact: These are tasks you’re good at but that don’t significantly move the needle—like designing graphics or writing blogs from scratch. If they consume too much of your time, it’s worth delegating them.

High Skill / High Impact: This is your zone of genius—strategic planning, decision-making, and relationship building. These tasks should remain your focus because they drive the most value for your business.

9 I work with my clients to map out a typical week in their business and categorize tasks into this matrix. Once we’ve identified where their time is going, we create a delegation roadmap.

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Most clients are surprised by how much they can offload once they see it visually laid out.

By using this framework, we ensure they’re spending their time where it counts the most while leveraging automation and trusted professionals to handle the rest. It’s a game-changer for reducing overwhelm and achieving growth.

You emphasize actionable strategies over just numbers. Can you share an example of how your tailored approach has transformed a business?

Absolutely. One of the most impactful transformations I’ve worked on was with a diesel mechanic shop That had business lined up but was struggling.

After conducting an initial financial assessment, I discovered their expenses were significantly higher than industry norms. Instead of just presenting the numbers, I focused on actionable solutions to address the root causes of their challenges.

We started by analyzing their spending, identifying inefficiencies, and evaluating their systems. Within the first three months, we implemented internal controls, introduced shop management software tailored to their operations, and trained the team to use it confidently.

One of the biggest breakthroughs came from automating a manual process that had been consuming six hours of staff time daily. This automation not only saved time but also reduced errors, improved workflow, and gave the owner clear visibility into direct expenses, helping them minimize waste and shrinkage.

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{ SUCCESS POSITIVE SHIFT+CONTROL }} } { WOMEN WHO INSPIRE “By integrating automation, AI, and holistic business mentoring, we help business owners focus on what matters most - whether that’s scaling their operations or spending more time with their families, or both.”

We also overhauled their inventory strategy. Instead of ordering parts as jobs came in - creating cash flow stress and racking up store credit accounts - we built a system to order parts based on scheduled workflows. This eased cash flow pressure and reduced unnecessary expenses.

sacrificing personal well-being.

The results were remarkable. Within a few months, the business became more structured, more profitable, and even attracted interest from investors.

Ultimately, the owner brought in a partner to scale the shop further, and I supported the transition until the new partner hired an in-house CFO.

Money, Growth & Efficiency

For me, this is the ideal outcome empowering business owners with systems and strategies that not only solve immediate challenges but set them up for long-term, sustainable growth.

Business owners often deal with stress and burnout. What are some key ways you help them create balance while still achieving growth?

Stress and burnout are all too common for business owners, especially those balancing family responsibilities. I help my clients create balance by streamlining their operations and leveraging technology to save time. For example, automating repetitive tasks or implementing AI tools can free up hours each week while still growing their business.

We also focus on prioritizing what truly matters. I encourage business owners to set boundaries, delegate effectively, and schedule time for themselves and their families. Through our mentoring programs, we create systems that allow for growth without

Ultimately, my goal is to help business owners achieve both professional success and personal fulfillment. After all, what’s the point of building a successful business if it comes at the cost of your health or your family?

Financial concer ns can be overwhelming for small business owners. How do you guide them toward financial stability and growth without increasing stress?

Financial concerns can absolutely feel overwhelming - especially when you’re stuck in survival mode. In that space, it’s hard to see the big picture, let alone feel confident making decisions. That’s where I come in.

I start by breaking things down into manageable pieces, helping business owners understand the key financial drivers behind their revenue, profit, and cash flow. Together, we identify the levers that matter most and pinpoint exactly which ones to adjust to create immediate results - often without requiring major overhauls.

This clarity alone can significantly reduce stress, but I don’t stop there.

I also leverage my vetted network of professionals - bookkeepers, tech specialists, systems experts, and more - so my clients aren’t left trying to handle everything on their own. They get actionable steps and a trusted team to support them.

Spending money can feel risky when you’re unsure if it will pay off, but having a clear plan - and the right

support -gives my clients the confidence to move forward. They feel hopeful, empowered, and, most importantly, supported every step of the way.

What’s one common financial mistake you see entrepreneurs make, and how can they avoid it?

One common financial mistake I see is not separating personal and business finances. Many business owners use the same bank account or credit cards for both, which makes it challenging to track expenses, manage cash flow, and prepare for taxes.

To avoid this, I always recommend opening a dedicated business bank account and credit card. Pairing this with accounting software like QuickBooks ensures everything stays organized and easy to manage.

This separation simplifies bookkeeping, reduces the risk of errors, and provides a clear financial picture of the business.

Having this clarity is essential for making informed decisions, planning for growth, and staying on top of tax obligations.

If a business is struggling to gain traction, what are the first steps you recommend to help them turn things around?

Gaining traction is all about being recognized as a thought leader - whether it’s in your industry, your hometown, or your sphere of influence. When a business is struggling, I often find that their marketing efforts are scattered.

They’re grasping at straws, trying anything that might generate revenue, but without a clear plan or system in place.

The first step is to take a step back and

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{ SUCCESS POSITIVE SHIFT+CONTROL }} } { WOMEN WHO INSPIRE “At Success Positive, we specialize in simplifying the path to business success by combining financial expertise, automation, and tailored strategies.”

assess where their energy is going. Are they spreading themselves too thin by trying to be everywhere at once? If their efforts are divided, that can actually make them LESS effective. Instead, I help them refocus on strategies and activities that truly move the needle.

This means identifying their target audience, understanding what resonates with them, and doubling down on the platforms and tactics that yield the best results. By creating a clear plan and following a proven system, they can channel their energy into building momentum and establishing themselves as leaders in their space.

Success looks different for everyone.

How do you help your clients define and reach their version of success?

Success is deeply personal, and it’s important to align business goals with personal values and priorities. I start by asking my clients what truly matters to them - whether it’s financial freedom, more time with family, or building a legacy.

Once we’ve defined their vision of success, we work backwards and create a tailored strategy to achieve it. This includes setting measurable goals, creating systems to support their priorities, and leveraging tools like automation to free up time for what’s most important.

For me, success isn’t just about numbers or growth - it’s about helping my clients build businesses that support the lives they want to live. My ultimate goal is to empower them to thrive both professionally and personally.

Mindset & Motivation 144

Mindset plays a huge role in business success. How do you help entrepreneurs shift their thinking to overcome selfdoubt and roadblocks?

Mindset is everything in business. When owners are stuck in self-doubt, they often focus on what they lack instead of what they can achieve. I help them reframe their thinking by highlighting their strengths, celebrating past wins, and recognizing the progress they’ve already made.

We focus on progress over perfection - celebrating small victories to build confidence and momentum. This creates a powerful cycle of action and belief that keeps them moving forward, even when things feel uncertain. As I often remind my clients, “You can’t build a 7-figure business with a 3-figure mindset.”

I also encourage a mindset shift around challenges. Roadblocks aren’t failures - they’re feedback. When clients learn to approach obstacles with curiosity instead of fear, they become more creative, resilient, and open to solutions.

Every breakthrough starts with a belief shift, and that shift changes how they approach their business and themselves.

Through mentoring, strategic action, and consistent support, I help owners quiet their inner critic, reconnect with their vision, and take bold steps toward what’s possible. They don’t just think differently - they show up differently, and that’s where transformation begins.

You focus on simplifying the path to success. What are some simple yet effective habits business owners can adopt to make a significant impact?

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Simplicity is key to sustainable success.

Here are a few habits I recommend: • Start the day with intention: Spend 5–10 minutes planning your top three priorities for the day. Focus on what will move your business forward rather than just staying busy.

• Track your numbers: Regularly review your financials, even if it’s just once a week. Knowing your cash flow, expenses, and revenue helps you make informed decisions.

• Automate repetitive tasks: Use tools like scheduling software, invoicing platforms, or email automation to save time and stay organized.

• Delegate effectively: Identify tasks that don’t require your direct involvement and outsource them to trusted professionals or team members.

• Take care of yourself: Schedule time for rest, exercise, or activities that recharge you. A healthy business starts with a healthy business owner.

These habits may seem small, but they can have a powerful compounding effect on your productivity, clarity, and overall success.

How do you keep yourself motivated and inspired while running your own business and helping others do the same?

Honestly, what keeps me going is the transformation I get to witness in my clients. Seeing someone move from overwhelm to confidence, or watching a business owner finally get time back with their family - that lights me up every time. That’s the fuel.

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I’m also really intentional about protecting my own energy. I schedule time for creative thinking, rest, and strategy - just like I encourage my clients to do. You can’t pour from an empty cup, and you definitely can’t lead from burnout.

And when I need a boost? I go back to my “why.” I remember the hard moments that led me to build this business -especially the promise I made to my grandchildren to show up differently.

That keeps me grounded, motivated, and inspired to keep building - not just for me, but for every family I get to serve.

Future Vision & Advice Where do you see Success Positive in the next five years, and what are 146

your biggest goals moving forward?

In the next five years, I see Success Positive expanding into a national support hub for business owners connected to special needs families.

I’m working toward franchising our mentoring model so it can be replicated across the country. Franchising would give more families access to tools, strategy, and support that actually fit their lives.

time. Show up with consistency, lead with heart, and trust that you’re building something bigger than yourself.

What’s one piece of advice you’d give to women entrepreneurs who are just starting their business journey?

You don’t have to do it all, and you’re not supposed to do it alone. Build your business around your life, not the other way around. Be bold about asking for help, and invest in systems early - even simple ones - that support your sanity.

Progress beats perfection every single

If you’d like to chat, you can book a free Success Strategy Session with me here: app.successpositive.guru/booking

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How can our readers connect with you and learn more about Success Positive?

I’d love to connect! You can learn more about our mentoring programs, automation tools, and community at successpositive.guru.

I’m also active on Facebook, LinkedIn, and Alignable - just search Success Positive and you’ll find us. Come say hi!

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On average, businesses that hire a mentor increase their success rate by 38%.

I am not an average business mentor.

Carley Martha Certified Public Accountant Certified Fraud Examiner Certified Chief Financial Officer Business Valuation Analyst AI / Automation Specialist

Services Include: Outsourced CFO Holistic Business Mentoring Lead Generation Automation Implementation Voice AI Call Center Agents

Success Positive

(716)247-5133 t r a St ay!

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YOU LETTING ARE ENOUGH. GO

BY NICOLE HEROUX WILLIAMS I PHOTOS

BY TRINA ALESSI BY NSP STUDIO

This month’s issue I would like to discuss the concept of letting go.

We have all been there at one point or another. It is one of the most difficult actions to follow through on for many reasons. We can develop strong attachments to people, places, and things. Often associating them with positive memories. When we make the decision to let go it can feel as if we are losing a part of ourselves or even our history. Fear is another big factor. The question may arise within our mind, “Where do I go from here?” Or even worse, “Who am I without this person?” Which was my case approximately seven years ago. I was with my son’s father for a rather long time. When I made the choice to part ways I had no clue what to do or even who I was anymore…me myself…on my own.

It had been so long, it was hard to fathom. Then I started asking myself more questions: “Who am I?” • “What things do I enjoy?”

• “What makes me happy?”

• “When do I feel most at peace and content?”

This is when my journey of healing and self discovery began. If I were to say I miraculously woke up one morning and everything was fine then I would not be telling the truth. It was a learning process. A process that I am now forever grateful for. I had to learn how to rewire my thoughts, my outlook on life situations, reconnecting with my friends, reestablishing my relationship with my family. Most of all I had to be strong, not just for

myself but for my kids. On the flip side I also gained back all the things that made me…me. Sure I made a few mistakes a long the way. I also learned from those experiences so I can’t really say I regret anything.

Every year that has passed from 2018 has been a new level of growth. The person I am at this very moment, typing this article can without a doubt clearly undeniably state that I am happy. I know who I am. I know where I am headed.

I realize now that I had held onto hope for far too long. Hope that things in that relationship would change for the better. The idea of change can be unsettling. We tend to gravitate towards familiarity. We seek comfort in it. I mean I for one am the type of person that will order the same exact entree at the same restaurant every time I go. This behavior was preventing me from fully accepting the reality of the situation and being able to move on. I held on for as long as I could, until it sucked the life out of me and I just could not do it anymore. I should have walked away sooner from when I actually did.

This journey has been an emotional release. There are no grudges, no negativity, and no unresolved issues, and no more baggage. I have cleared the space to allow new opportunities and people to enter into my world.

By releasing what no longer serves us, we gain emotional freedom, clarity, and a sense of inner peace.

This results in the embracement of the change we once so feared.

Forgiveness is a key factor. It is a powerful tool for personal healing, both mentally and physically. Letting go of anger and resentment can improve your overall well-being. It reduces stress. It can lower blood pressure. It can help ease anxiety.

Forgiveness can allow you to move past the hurt which will lead to empathy and understanding. It is not just about forgiving others, it is also essential to forgive yourself. We are all humanly flawed. There is no life worth living without fumbling along the way. We tend to be our own worst critics. It’s ok. Pick yourself up and get back on your feet. Find the beauty in our human imperfection.

Letting go feels like falling because you are in all actuality taking a leap of faith into the unknown. But here’s the twist. That freefall isn’t about losing yourself. It is about becoming who you were meant to be all along. It can be exhilarating and terrifying all at once. There are no guarantees. There is no comfort zone. Everything you once had your identity built around has been stripped away. When we hold onto things too tightly whether it’s a relationship, a friendship, a job, a home we are ultimately achoring ourselves to our past. The funny thing about life is that whether we like it or not, people change. Our environment changes.

The moment when you realize you are still alive, still in motion, and still in control of yourself is when it has begun.

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JOURNEY of healing and self discovery began. If I were to say I MIRACULOUSLY woke up one morning and everything was fine then I would not be telling the TRUTH.

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L.I.T. YOULET’S AREGET ENOUGH.

BY NICOLE HEROUX I PHOTOS

BY NSP CLIANDA FLORENCE & DR. CAROLWILLIAMS ST. GEORGE PROFESSOR ATSTUDIO THE UNIVERSITY OF ROCHESTER

How the Pillars of Literacy Create Confi dent, Lifelong Readers How to empower your child’s reading journey In past columns we have discussed that reading is one of the most transformative skills anyone can develop—it opens doors to a lifetime of learning, and opportunity. In this column we will explore how to empower your child’s reading journey.

While many parents assume that teaching literacy is the responsibility of classroom educators, the truth is that parents play a critical role, right from conception. Even the smallest acts of support, like bedtime stories or rhyming games, can spark a lifelong journey toward confident, independent reading and build a love for reading and books.

Experts have identified five key pillars of literacy—phonological awareness, phonics, fluency, vocabulary, and comprehension—that form the foundation of strong reading skills.

When supported, these pillars work together, naturally progressing as your child learns. With each step, the pieces begin to fall into place, paving the way for greater success. Let’s explore each of these pillars more, and see how families can support each one of the pillars to help their child build a strong foundation for building their reading skills.

The Five Pillars of Literacy It all begins with phonological awareness, the ability to recognize and work with sounds in language.

At first, your child might simply enjoy clapping out syllables or playing rhyming games like “bat” and “cat.”

These playful moments do far more than entertain—they train your child’s brain to break words into parts and manipulate sounds. This foundational skill sets the stage for phonics, where letters are connected to those sounds.

When phonological awareness is strong, phonics becomes much easier.

As your child starts to match letters to sounds, they discover how written language works. They will see that the sound “m” corresponds to the letter M, and when combined with “a” and “t,” it creates the word “mat.” In the beginning stages of phonics children may play with magnetic letters, seeing repeating patterns in books, or practicing simple spelling games. These activities build confidence and help your child recognize familiar words— an important step in independent reading.

Once your child begins decoding words, fluency becomes the next goal.

Fluency takes reading from a slow, laborious process into one that feels smooth, expressive, and engaging.

You can model reading fluently and expression for your child. Read aloud using voices and feelings. At first, on their own they may read hesitantly, focusing on each word individually.

But as fluency improves, their reading speed increases, and their ability to understand stories while reading grows.

Rereading favorite books and taking turns reading aloud are great ways

to practice. With fluency, reading becomes more enjoyable, allowing your child to fully engage with the meaning behind the words.

As fluency develops, vocabulary naturally expands. Each new book introduces fresh words, expanding your child’s understanding of language.

For example, a book about dinosaurs might teach terms like “fossil” and “extinct,” while a story set in outer space could spark curiosity about words like “orbit” or “gravity.” Everyday conversations are also powerful opportunities to build vocabulary.

Simply narrating your day— “I’m peeling an orange” or “Look at the magnificent sunset”—adds words to your child’s word toolbox. With a strong vocabulary, your child can make deeper connections between what they read and what they experience in life.

Comprehension is where all the pieces come together. With a strong foundation of phonological awareness, phonics, fluency, and vocabulary in place, your child can now focus on understanding the meaning behind the words. They can begin asking thoughtful questions about stories, comparing characters’ lives to their own, and predicting what might happen next. As comprehension grows, reading becomes more than a skill—it becomes an enriching and exciting experience. Engage in conversations with your child about stories, asking open-ended questions, and connecting how the story is like real-life experiences. This helps your

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child think critically and develop empathy.

Conclusion It’s important to remember that literacy is a journey, not a race. Each pillar builds naturally on the others, allowing your child to progress at their own pace. For families, even small efforts—like a rhyming game in the car or a bedtime story—help move your child forward on this path. Your support, encouragement, and love are what make the journey possible.

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supporting literacy learning right away. It is never too early to start reading to your child, even if they are in the womb! Your baby can hear your voice and language development starts prebirth! Start your child’s reading journey with small, meaningful actions. The little things you do every day—like singing rhymes, sharing stories, or pointing out words—make a big impact. You’re not just teaching your child to read; you’re building their confidence, curiosity, and love of learning. Every moment you spend nurturing literacy, no matter how

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small, makes a difference. As Maya Angelou so eloquently stated, “Any book that helps a child to form a habit of reading, to make reading one of his deep and continuing needs, is good for him.” These small steps can spark curiosity, build confidence, and instill a love of reading and books that can last a lifetime.

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CONFIDENT CULTURE {{ WOMEN WHO INSPIRE }} CONFIDENT CULTURE

YOUMACAYLA ARE ENOUGH. B.

BY NICOLE HEROUX WILLIAMS I PHOTOS BY NSP STUDIO

Background & Inspiration Tell us about yourself—what inspired you to start Confident Culture Fitness?

Fitness and health have always been a passion of mine. Before having my daughter, the gym was my happy place—a place where I found peace, confidence, and clarity after long stressful days. I loved how fitness transformed not just my body, but my mindset. But after giving birth, I felt like I lost myself. Life shifted drastically, relationships faded, and I was left feeling really lost. Then came a major turning point: I tore my ACL. As painful and frustrating as that injury was, it turned out to be a blessing in disguise. It forced me back into the gym—not just physically, but mentally and emotionally. I had to rebuild from the ground up, facing my fears and anxiety head-on. I didn’t do it just for me—I did it for my daughter. I want to be strong and present, to run and play with her 15 years from now. That journey of self rediscovery, healing, and growth is what inspired me to create Confident Culture Fitness—a space where others can rebuild their confidence, and transform their mind and body through fitness.

What does fitness mean to you, and how has it shaped your personal journey?

Fitness to me is not about looking fit—it’s about being fit. It’s a commitment to heart health, endurance, and the discipline to challenge myself beyond comfort. I believe true fitness isn’t measured by how toned your body is, but by how strong your heart beats and how far your determination can take you. Yes you do want to look fit,toned and leaned but It’s walking up five flights of stairs without

losing breath, setting goals that stretch your limits, and having the strength to say no to the habits that hold you back. Fitness is showing up, sticking to the plan, evolving through the process but giving yourself continuous grace and patience.

How did your experiences with PPD and your knee injury influence the way you approach fitness and coaching?

Both experiences changed everything about how I show up—not just for myself, but for my clients too. As a coach I’m patient but firm, caring but assertive. I listen more. I check in beyond the reps and sets. And because I’ve been through real setbacks, I know what it takes to climb out. I can truly meet them where they are—because I’ve been there too.

After going through PPD and recovering from a knee injury, I realized that fitness isn’t just physical—it’s deeply mental and emotional. I’ve learned that if your mind isn’t right, the rest won’t follow.

That mind-to-muscle connection is so real, and if you’re not mentally present or supported, progress feels empty. For me, training became less about pushing hard every day and more about having patience, showing myself grace, and celebrating the small wins. Showing up was enough for me to clap for myself.

What was the biggest challenge you faced in launching Confident Culture Fitness, and how did you overcome it?

I second-guessed everything—from how I’d market myself, to how I’d pay for everything, to whether or not people would even support me. I don’t have a team; it is just me figuring it out day by day. Being a single mother adds an additional stress and a fear of the

unknown. Not knowing where support would come from, or if it would come at all, was terrifying. I honestly didn’t know if people would cheer me on or throw tomatoes. But I leaned into that fear. I started and still show up anyway, imperfectly and unsure. I believe the right people will show up too. Little by little, I built confidence by putting faith and trust into god and just going for it, not by waiting to feel ready.

What does confidence mean to you, and how do you help others build it through fitness?

Confidence to me is showing up unapologetically as yourself and not trying take away from others shine. Big, small, tall, short, Black, white, pink, or purple—it’s about being true and staying true to who you are. Walking with your head held high and being exactly who you are called to be. Confidence in fitness isn’t all about the mirror—it’s about the mindset too. It’s showing up on hard days, celebrating small wins, and pushing through, not to impress anyone, but to grow into the best version of you. The version God called you to be. I speak life and encouragement into everyone that I’ve coached. I let them know that they are so much stronger and built for whatever lies ahead.

Business & Services What sets Confident Culture Fitness apart from other fitness programs?

We stand out because we’re real, relatable, and rooted in practicality. Every program we offer has been 100% tested and proven—by me—before I ever introduce it to a client. I don’t believe in hype without real results and honesty. My

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approach is fun, flexible, and built for real life. We have built programs that clients can complete even if they decide to no longer have a trainer. I’m not just a trainer—I’m a person who has been where you are, and we’re walking this journey with you. We’ll meet you,right where you are! A community.

Can you tell us more about your oneon-one training sessions and digital guided plans?

My 1-on-1 sessions are fully personalized to align with one’s unique goals, fitness level, and lifestyle. Each session lasts about an hour and always includes a 30-minute cardio segment to keep your heart strong and energy high. We laugh, scream, cry and maybe even almost quit but we also push past limits, motivate and overcome. Sessions range from once a week or several times, the frequency is up to you.

If you’re looking for more flexibility, our digital fitness plans are always available and ready to go at anytime. We currently offer two 4-week programs: • CC STARTER: A foundational yet dynamic plan suitable for all fitness levels. It’s not just for beginners-it’s a reset, a kickstart, and a challenge rolled into one.

• CC Booty Lab: Focused exclusively on glute development, this plan is for the ladies who want that sculpted, Brazilian butt lifted look—no needles required.

These plans are designed to be adaptable.

You can follow them at home or in the gym, extend them as needed, or customize them to better suit your goals.

They do not include frequent coaching interaction but your still guaranteed real results.

You focus on glutes training, resistance training, HIIT, and beginner-friendly programs—why did you choose these areas of expertise?

I chose to focus on glutes training, resistance training, HIIT, and beginnerfriendly programs because that’s what worked for me when I started my own journey at 256lbs. I found a balance by combining all of them, which led to real body recomposition-more muscle, less fat.

HIIT, or High Intensity Interval Training, played a big role in that. It helped me improve heart health, boost endurance, and burn a lot of calories in a short time.

It’s also a great form of cardio that leans into bodyweight movements, which helped me get more toned without relying too much on heavy weights. Resistance training added another layer— it’s super versatile and helped me build strength and muscle in a sustainable way.

My focus is on movements that are effective, and accessible-especially for beginners who may feel intimidated starting out. I’ve always been naturally curvy and well-proportioned, but I wanted more shape, more lift — especially in my glutes. I focused on growing my gluteus maximus, the largest muscle in the glutes, to create that round, lifted look. Once I learned what really goes into surgery — the risks, the recovery, and the long-term unknowns — I knew I wanted to do it the natural way. No shortcuts, no regrets. And now, I’m here to teach other women how to do the same — safely, naturally, and effectively.

How do you create a supportive and inclusive space for women of all backgrounds and fitness levels?

I create a welcoming and empowering space for women of all backgrounds

and fitness levels. I make sure they feel seen, and supported. Whether you’re just starting out or getting back into your groove, it’s a judgment-free zone, progress is celebrated, and confidence is built.

What are some common fitness myths you’d like to debunk?

The first debunk is Carbs is not your enemy, they are your friend. Many people say eliminate carbs but there are healthy carbs that can fuel your body.

Not hurt your body.

My second would be “you need a gym to see results”. You can build muscle and burn fat at home with consistency and the right moves. ( HITT and Resistance trainings). It’s all about what you put in followed with a great nutrition program.

My third would be “you have to be sore for a workout to work”. Soreness does not equal effectiveness. Progress is about consistency, not pain. If you’re pushing yourself naturally you will feel discomfort and that means your body is doing something unfamiliar. To recover your body needs rest and the proper nutrients.

Mindset & Motivation Your mission is to transform the mind and body—how do you incorporate mindset work into your programs?

Transforming your body starts with transforming your mind. Taking that first step toward a healthier, more confident version of yourself isn’t just physical—it takes mental clarity too. Mind and body go hand in hand. If your mindset isn’t aligned, nothing else flows.

I’m big on helping my clients see the vision. You have to picture what healthy

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feels like, what confidence looks like.

That takes real mental work. I give them positive affirmations, reminders of their progress, and constant encouragement.

What advice do you have for women who feel intimidated about starting their fitness journey?

I’d tell them—I see you. I’ve been you and sometimes still you. I know exactly how it feels to be nervous or unsure, especially when it’s all brand new. Starting your fitness journey isn’t easy, especially when you’re coming from different life experiences. But that’s okay—everybody starts somewhere.

First, do a little research. If you’re thinking about joining a gym, write down what would make you feel comfortable walking through those doors. Read the reviews.

Take your time. Your first step doesn’t have to be a workout—it can be just showing up for a tour.

If the gym feels like too much, there are so many beginner-friendly workouts on YouTube and social media. You can absolutely start at home.

And if you’re ready to take it a step further, look into hiring a trainer. Some gyms include one in your membership, or you can find a private personal trainer— someone who has the time, patience, and passion to really work with you.

You emphasize progress over perfection—why is this philosophy important in fitness and in life?

Because so many of us get caught up thinking we have to get it right the first time, me included—and that’s just not how life works. The truth is, it’s not about being perfect. It’s about showing up, even when it’s messy. That’s where 164

the real growth happens.

You’ve heard “practice makes perfect”?

Well—progress over perfection. Every day you push yourself, even a little, that’s a win. If you worked out for 30 minutes today? That counts. If you couldn’t hit the gym but took a walk instead? That’s still movement. Still effort.

Even with stuff like stretching—maybe you’re working on your splits. You’re not gonna hit the floor overnight. But if you feel yourself getting lower, or the stretch feels a little easier than last time? That’s progress. And that’s worth celebrating.

Be proud of the small wins—they add up to big changes.

How do you keep your clients motivated and engaged throughout their fitness journey?

First, I let them know—they’re not in this alone. I’m with them. I’m here to support, guide, and walk with them through every part of the journey.

I build real relationships by checking in outside of our sessions. I ask questions, I listen, and I take the time to understand who they are outside the gym. Because every client is different, and if I know what they’re going through in life, I can show up better for them in training.

It’s not just about workouts—it’s about making sure they feel seen, supported, and comfortable. That’s what keeps people going. When someone believes in you and really gets you, it’s easier to stay motivated and keep pushing.

Future & Personal Growth What exciting things do you have planned for Confident Culture Fitness in the near future?

I’ve got some exciting things coming!

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First, I’m getting out there more— networking, and connecting. Because my mission isn’t just about fitness. I want to see us healed—emotionally, mentally, spiritually, and physically.

We’ve got some new athletic wear dropping this summer for all my CC beauties—pieces that’ll have you feeling confident, comfortable, and fine.

Their maybe even a BOOTY LAB group class in the works for this summer!

Stay tuned, because the vibes will be unmatched!

Also, I’m accepting new clients right now! Spaces are limited, so if you’ve been thinking about it—this is your sign. Tap in!

What are your personal fitness goals for this year?

My personal fitness goal for this year is to increase my endurance. I want to get more into running. I’d love to run a race and be comfortable to run 5 miles steady. I’m also focused on improving my cardiovascular health along the way.

What is one piece of advice you’d give to women looking to start their own business in the fitness industry?

Plant the seed and just start. Don’t let your current circumstances hold you back—whether it’s lack of support, materials, a perfect business plan, or even money. There will be doubt, laughter, and negative comments. But you’ve got to put on blinders and stay focused. If you truly believe in the vision, take those small steps, keep making progress, and watch it grow. If it’s in His will, then there is a way.

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FROM CRISIS TO A MOVEMENT

BY DR PAM DENTON

For Women’s Vision and Voice When the pandemic swept across the world in 2020, everything stopped—especially the business of live connection. I was a speaker and event leader, and Kelly was a community builder, event builder, and publisher. Practically overnight, our worlds were flipped upside down.

Events were canceled, gatherings banned, and income evaporated.

It wasn’t just our livelihoods that were impacted—it was our sense of purpose and momentum.

But from that shared disruption came a bold decision: to rebuild—not just for ourselves, but for the women around us whose voices were also being silenced by stress, uncertainty, and isolation. Together, we launched InnovateHER. It didn’t begin with a grand vision.

It started in a small room at The Craftsman in Fayetteville, NY, with a camera and two chairs. We started interviewing women live and broadcasting their stories on social media. These weren’t perfectly polished narratives—they were real, raw, and brave. As women spoke about their struggles, dreams, businesses, and breakthroughs, something powerful began to emerge. Women weren’t just surviving; they were awakening.

And they needed a place to be seen and heard.

when a woman shares her voice, she accesses her energy. We saw it happen over and over again. The moment a woman picked up the mic—even if her voice shook—something shifted.

She came alive. Her energy radiated.

Her ideas landed. Her presence grew.

And she inspired others to do the same.

This isn’t about public speaking perfection. It’s about unlocking the potential that has been simmering just beneath the surface. The moment a woman speaks from her truth, she becomes a conduit of change—and that change is contagious.

Visionary Leadership in Action As we grew from livestreams to inperson gatherings, we hosted talks in the most unlikely of places—like She Hustles Talks in a local lingerie boutique. There, surrounded by lace and laughter, women stripped back the layers of expectation and perfectionism to speak about business, body image, motherhood, reinvention, and leadership.

The Power of Sharing Your Voice

It was intimate, electric, and real.

What we learned is that women are not just natural storytellers—they are visionary leaders. They see what needs to change. They feel the urgency of the moment. They understand how to lead from intuition and connection.

And when they are given space to breathe life into their vision, the room changes. The culture shifts.

One of the foundational principles of InnovateHER is the belief that

This is the essence of InnovateHER. It’s not about competing. It’s about

collaborating. It’s about rising together.

And it’s about co-creating a new leadership model—one that is heartcentered, inclusive, and deeply aligned with authenticity.

Social Media as Stage As our live events gained momentum, we realized something else: social media is a stage. Not the noisy, superficial version we’re used to— but a vast digital auditorium where real voices can create real impact.

When we guide women to step into that space with clarity, confidence, and purpose, they shift the entire narrative. Every live video, every post, every story becomes an invitation—to connect, to sell, to lead, to grow. And when those messages are rooted in truth, they cut through the noise.

But first, women must move through the internal blocks: “I’m not enough.”

“I’m not worthy.”

“I don’t know what to say.”

These aren’t marketing problems.

They are nervous system patterns rooted in stress and survival. That’s why our work includes regulation, confidence-building, and practice—so that women can not only find their voice but hold it powerfully and sustainably.

Becoming the Changemaker Over the past few years, Kelly and I have built InnovateHER into more than a series of events. It’s a visibility accelerator, a leadership training

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“One of the foundational principles of InnovateHER is the belief that when a woman shares her voice, she accesses her energy. We saw it happen over and over again.” ground, and a launchpad for women who are ready to create impact. We’ve seen women go from whispering their ideas to owning stages, leading movements, and growing businesses aligned with their truth.

And here’s the best part: -You don’t need to be a social media expert.

-You don’t need a brand team or a polished pitch.

-You need your story. Your heart.

Your willingness to be seen.

That’s what InnovateHER is here to draw out.

At our upcoming InnovateHER event, 170

you’ll meet women who are ready to share HER Way—a unique journey that starts with story, steps into vision, and culminates in full visibility. You’ll experience real women speaking from their hearts about everything from building a business to leading with intuition and purpose. Whether you’re just beginning or already building something bold, this event is a space to connect, be inspired, and step into your next level of leadership.

We started this movement in the ashes of a crisis, when everything seemed uncertain. Now, we stand on stages filled with women who are ready to build, grow, and rise—together.

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In a world craving authenticity, your voice is your superpower. And InnovateHER is the space where that power is activated, amplified, and celebrated.

The mic is waiting. The movement is here. Let’s InnovateHER.

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MORGAN BACKUS OF SHIFT STUDIO 315 Background & Journey Can you tell us a little bit about yourself and what inspired you to start Shift Studio 315?

I’m a somatic and energy healing practitioner, and the founder of SHIFT Studio 315—a space rooted in safety and deep presence. It’s designed to support those navigating stress, trauma, and tension who are ready to reconnect to their bodies, tap into their inner wisdom, and experience healing that goes beyond the physical.

The inspiration for SHIFT has been a living, breathing evolution—one that mirrors my own journey of shedding old layers and coming home to myself. It’s a place where I hold space for others to explore and heal, while staying devoted to my own unfolding alongside them.

Creating SHIFT was my way of giving both myself and others permission to experience what’s possible when we feel truly seen, safe, and supported.

What led you to explore the world of nervous system regulation, trauma release, and pain solutions?

Breadcrumbs. Every personal and professional experience has felt like a stepping stone to the next—guiding me deeper into this work.

In 2020, I became certified in Beyond Quantum Healing Hypnosis after being captivated by the teachings

of Dolores Cannon. I was fascinated by the way physical pain, trauma, and even phobias could be linked to prior incarnations. I began quietly offering sessions to those who, like me, were curious about what lived beyond the surface.

Though I had always been deeply spiritual, it was something I mostly kept behind closed doors. This work became my invitation to begin sharing that part of myself more openly,

helping others explore their own healing from a different lens.

By 2021, I started what I now call “the bridge year.” I expanded into PEMF therapy, tuning forks, aromatherapy, and shamanic tools—initially focusing on helping people recover from pain, inflammation, and physical trauma.

But underneath it all, I was being pulled toward something deeper.

As I continued learning and incorporating new techniques, I began

to feel like I was only scratching the surface. I started receiving intuitive nudges—guidance I couldn’t always explain, but felt called to follow.

That’s when Spinal Energetics entered my world. It offered a powerful integration of Eastern and Western modalities, and I knew immediately it was something meant for me.

Through that door way, my understanding of nervous system regulation, trauma release, and the body’s subtle language expanded exponentially. It was like the lights came on—and I haven’t looked back since.

How did your personal experiences shape your approach to healing and wellness?

There are stories of pain, and there are stories of purpose—and for me, they’re two sides of the same sword. Like many in this field, my path was carved from both. I’ve learned to alchemize my experiences, to meet each painful chapter with the question: How can I make meaning from this?

In 2016, I lost my mother to lung cancer. That was the moment life shook the Yahtzee can. Everything scattered. It pushed me to walk away from a career in law enforcement and step into entrepreneurship—into a life of deeper purpose. That loss cracked me open, and from that space, I poured myself into wellness, fitness, emotional healing, and service.

I realized that every challenge I’d

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{ CNY ENTREPRENEUR } “The inspiration for SHIFT has been a living, breathing evolution—one that mirrors my own journey of shedding old layers and coming home to myself.”

walked through—every crack in the armor—was something I could offer from. There’s nothing more comforting than sitting across from someone who’s walked a similar road and truly gets it. If I’ve navigated something, I see it as a map I can help others follow.

One of the most defining moments for me was being diagnosed with skin cancer. I remember the phone call clearly. My first thought wasn’t, “Oh no, the Big C.” It was, “What have I been suppressing or denying that may have triggered this? What part of me is asking to be healed?” Probably not the average reaction—but that’s me. I don’t do “normal.” I’m always looking beneath the surface.

What do you find most rewarding about working with clients in this field?

The experience—every single time.

I love creating a space where people feel so deeply safe that they begin to shift out of survival mode and into something much more expansive.

It’s in those moments that they get to feel what freedom truly feels like from within.

To witness someone come home to themselves… to watch them reconnect with who they are—whole, empowered, and alive—is absolutely priceless. Of course, every business owner loves a great testimonial, but for me, the real reward is being present in those in-between moments… the ones where something subtle yet powerful shifts, and you know their 176

life won’t be the same again.

Being part of that journey—the unraveling and remembering—that’s the deepest honor.

Healing & Services For those unfamiliar, what is spinal energetics and how does it work?

Spinal Energetics is a healing modality combining Eastern and Western thought and techniques to interact with the spine, nervous system, and energetic field, in turn harnessing a person’s own innate wisdom to heal themselves. It works by releasing tension patterns stored in the body, nervous system and energetic field.

Can you explain the concept of quantum shift and how it plays a role in healing?

The Quantum Shift experience is a 6-hour immersive journey that brings together all of my modalities in a deeply intentional container. It’s designed for those who are ready for real transformation—at a soul level— and want to create an immediate shift in how they experience themselves and their lives.

This experience is intuitively led and completely personalized. No two sessions are the same, because no two people are the same. I always begin with a consultation to feel into where someone is at, make sure they’re a good energetic fit, and ensure I’m the right practitioner for them.

At the heart of the Quantum Shift is

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Beyond Quantum Healing (BQH)—a heart-based modality created by Candace Craw-Goldman, who worked closely with Dolores Cannon, the founder of Quantum Healing Hypnosis Technique (QHHT). BQH expands upon QHHT by allowing the practitioner’s intuitive gifts and tools to shape the session, making the experience truly multidimensional and unique.

While many associate this work with past life regression, I find that clients often explore future lives, parallel timelines, energetic realms, and other layers of consciousness that go far beyond “past” or “present.” It’s a guided inward journey that bridges the physical and non-physical, the seen and unseen, and invites profound healing and insight from the quantum field itself.

What sets my approach apart is the intention and presence I bring into every part of the experience—from the ceremonial grounding rituals, to the energy work that helps soften the nervous system, to the sacred space I create for the body and mind to fully surrender. Slowing everything down is key. In a world of rush and noise, this work invites deep stillness—and from that stillness, transformation emerges.

How does your approach differ from traditional pain management and therapy methods?

My approach is rooted in the belief that everything begins in the nonphysical before it manifests physically.

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“There are STORIES of pain, and there are stories of PURPOSE—and for me, they’re two sides of the same SWORD.

”

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{ SHIFT+CONTROL { CNY ENTREPRENEUR} } “My first thought wasn’t, “Oh no, the Big C.” It was, “What have I been suppressing or denying that may have triggered this? What part of me is asking to be healed?””

So rather than starting with surfacelevel symptoms, I work with the energy field, the nervous system, and the deeper “unseen” layers—because that’s often where the true root of the pain or imbalance begins.

Traditional pain management tends to focus on symptom relief. I focus on what the symptom is trying to say. In my view, symptoms are messengers— our body’s way of communicating with us. The mind speaks through thoughts and logic, but the body speaks through sensations and emotions. And when we ignore that language, the body starts speaking louder.

Personally, I’ve been someone who always considered myself self-aware… but I was often disconnected from my body. I was great at compartmentalizing and intellectualizing, but not so great at feeling or completing the emotional process. That’s a huge part of what I help my clients reconnect with—the ability to feel, process, and release what’s been stored or stuck.

After just one session, people often notice how loud that mind-body connection really is. Sometimes it brings a sense of peace, lightness, and deep relaxation. Other times, it highlights exactly where tension, discomfort, or awareness has been hiding—inviting it to be seen, felt, and finally expressed.

This work isn’t just about managing pain—it’s about shifting the relationship we have with it, listening to what it’s trying to teach us, and 180

reconnecting with the body as an ally in our healing.

What types of issues do you typically help your clients with?

I tend to attract two types of clients, and both come to me at pivotal moments of change.

creating safety, clarity, and connection.

We start by going over a detailed health and intake form, followed by a conversation about what brought the client in and what they’re hoping to experience or shift. This helps set the tone and intention for our time together.

The first is the busy professional— often high-performing, driven, and successful on paper—but they’re burnt out, overwhelmed, or just feeling like what used to work for them... isn’t working anymore. They’re craving a deeper shift. Not just relief, but realignment. They want to feel like themselves again—or maybe for the first time.

Before any hands-on work begins, I always start by smudging the client with white sage and palo santo—my go-to plant allies for clearing and grounding. It’s more than just a ritual—it becomes an anchor over time. Many of my clients begin to associate this moment with a sense of safety, expansion, and readiness to open up.

The second is the seeker. The spiritual explorer. Someone who’s already done a bit of inner work and is ready to go deeper—into their authenticity, their emotional landscape, and their connection with something greater than themselves. They’re not afraid to explore the unseen and are hungry to live in more alignment with who they really are.

From there, we ease into about 10 minutes of customized integrated healing. This part is intuitively led and may include breathwork, grounding techniques, tuning forks, aroma therapy, a custom card pull, or intuitive guidance—whatever the body and energy are asking for in that moment.

The common thread between both types? They’re looking for clarity, connection, emotional resilience, and a stronger relationship with self. Many of my clients also come in hoping to improve their relationships—with partners, family, or their career—and quickly realize it all starts with the relationship they have with themselves.

10. Can you walk us through what a first session with you might look like?

Absolutely. A first session is all about

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Then we transition into the heart of the session: Spinal Energetics. I begin with a light physical assessment to sense where the body is holding tension or emotional stagnation and where it’s ready to release. I use a combination of physical connection—light to no touch—and energetic guidance, while inviting awareness into the breath, the body, and what’s being felt.

Sound is a powerful piece of this work. In addition to music and

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{ SHIFT+CONTROL { CNY ENTREPRENEUR} } “Traditional pain management tends to focus on symptom relief. I focus on what the symptom is trying to say.”

tones, I use my own voice, breath, and sound expressions to help shift and communicate with the client’s energy field. This part of the session lasts about 20–30 minutes, though time can vary slightly depending on the person and what’s unfolding.

Each session is entirely unique. Clients may experience a range of sensations, emotions, memories, insights, or even unexpected releases. No two bodies respond the same way, and I honor whatever arises as part of the process.

Afterward, I give space for grounding and integration. Some clients like to sit and talk through their experience, while others prefer quiet reflection. I also offer post-session support over the next couple of days, as the nervous system continues to unwind and recalibrate after the session. .

Impact & Growth How have you seen your clients transform through your healing techniques?

With Spinal Energetics, I’ve witnessed transformation in so many forms.

One of the most common shifts I see is emotional awareness and resilience. Clients often leave with a greatercapacity to handle stress, navigate parenting challenges, and move through emotionally charged situations with more ease and clarity.

Emotional releases are also frequent— grief, anger, tension, and overwhelm finding their way out of the body in a safe and supported way. Many busy professionals describe the experience as “like massage, but for the mind.”

One client even called it “spiritual acupuncture,” which I thought was such a beautiful reflection of the work.

What touches me most is how many parents bring what they’ve learned into their homes. I’ve had multiple clients share how they use breathwork or nervous system regulation tools with their kids—helping them through big emotions and feeling empowered to lead their families from a calmer, more connected place. I’ve also worked with traveling professionals who use these techniques on the road to manage homesickness, regulate their emotions, and stay grounded.

With Quantum Healing, the shifts are often massive. It’s not uncommon to see people move through years’ worth of blocks in a single session. I’ve seen clients break through plateaus, manifest financial milestones, and experience deep emotional healing through forgiveness, clarity, and soullevel insight.

For those who return for multiple quantum sessions, their journey tends to go even deeper—into expanded spiritual awareness, connection with their higher self, and a powerful exploration of the metaphysical realms. It’s transformative in every sense of the word.

What advice would you give to someone who is skeptical about alternative healing practices?

Be skeptical! Honestly, I think a healthy dose of skepticism is a great thing. I remember the first time I saw Spinal Energetics in action—I said, “No way that’s real.” The second time? Still no.

But by the third and fourth time, I found myself saying, “Okay… there’s definitely something going on here.”

I even noticed my own body responding just from watching videos—my breath would shift, my energy would settle.

That’s when I knew something deeper was at play. Energy is incredible, and the nervous system is vast. There’s still so much we don’t fully understand— and that’s kind of the magic.

We often get stuck in the cycle of needing more information before we try something new. But in my experience, when someone gets overly caught in their head about it, that’s usually a sign their system could really benefit from this work. It helps move you out of the mind and into the body—into presence.

If someone’s even just a little curious, that’s enough. You don’t need to be allin to give yourself the opportunity to feel it for yourself. Come in, experience it, and let your own body decide. Your truth lives there—not in anyone else’s explanation.

Do you incorporate other modalities, such as meditation, breathwork, or energy work, into your practice?

Absolutely! Smudging is probably my signature—I start every session with it. It’s not just about clearing energy; over time, it becomes an anchor for my clients. The scent, the ritual—it signals safety, presence, and the start of something sacred.

Breathwork is another favorite.

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“I tend to attract two types of clients, and both come to me at pivotal moments of change.”

The results clients have just from reconnecting with their breath are powerful—sometimes that alone creates massive shifts.

I also love using tuning forks, aromatherapy, and occasionally pulling an oracle card for clients who resonate with that kind of guidance. Everything I incorporate is intuitive and based on what the session is calling for.

It’s never one-size-fits-all—it’s an experience curated in the moment, just for them.

What are some common misconceptions about trauma release and nervous system regulation?

Honestly? That people think they don’t need it—lol. The truth is, we all experience trauma. And it doesn’t have to be a big, life-shattering event to leave an imprint. Two people in the same household can go through the same experience and walk away with completely different emotional responses. Trauma is personal. It’s how your nervous system perceived safety—or the lack of it—in the moment.

Another misconception is around practices like meditation. A lot of my clients have a hard time slowing down or sitting still, so the idea of “just meditate” feels overwhelming or inaccessible. But nervous system regulation isn’t one-size-fits-all. It’s about meeting people where they are and offering tools that feel safe and doable—gradually.

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has to feel safe in order to move it.

That’s why so many people struggle with trying to do somatic work or healing programs on their own. If your nervous system is stuck in a sympathetic (fight-or-flight) state, it can’t even begin to process or release.

That’s where co-regulation comes in— having a practitioner or guide there with you makes a huge difference. It gives your system something to attune to, helping you access a deeper level of safety and transformation.

Entrepreneurship & Future Goals As a woman entrepreneur, what advice would you give to others looking to start their own wellness business?

Find a solid support system—whether it’s five people or just one. Keep them close. Nothing will derail your dreams faster than an environment that’s committed to keeping you as the version of yourself they’re comfortable with. Protect your vision.

Set your goals and break them down into manageable pieces—but just as important, celebrate them. Every win matters. Every step forward counts.

And never forget that your business is a reflection of you. So, do the inner work. Regulate your nervous system.

Stay connected to your purpose.

Because when challenges come—and they will—you’ll be able to meet them with clarity instead of collapse.

Every bump in the road is part of the process. And if you can learn something early on? Be grateful for it. Those lessons are shaping you

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into the kind of leader your business needs you to be.

What has been your biggest lesson in running Shift Studio 315?

To know your capacity—and honor the season you’re in.

One of the most important lessons I’ve learned is the power of aligning your business with your values and priorities. When you have that clarity, it not only gives you structure, it protects you from over-identifying with your business.

It’s easy to feel on top of the world when everything is flowing and business is booming. But when things slow down or challenges hit, it’s just as easy to spiral into the story that you’re failing. And that’s when people give up—not because they aren’t good at what they do, but because they made a temporary dip mean something about them.

This work isn’t about quick wins—it’s a marathon. And the most beautiful part? You become more of who you are through every high, every low, and every pivot along the way.

How do you stay up-to-date with the latest advancements in healing and alternative medicine?

I read—a lot. I also work with other practitioners and stay curious through direct experience. But honestly, while I stay informed about modern advancements, I often find myself drawn to the ancient ways more than the “new” ones.

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{{ {CNY ENTREPRENEUR SHIFT+CONTROL CNY ENTREPRENEUR} }} “In addition to music and tones, I use my own voice, breath, and sound expressions to help shift and communicate with the client’s energy field.”

In my work, it’s not always about chasing the next trend—it’s about returning to what’s already within us.

The deeper I go, the more I realize that true healing isn’t always about learning something new—it’s about remembering what we’ve forgotten.

I also have learned that theres a time to look for advancements and theres a time to focus on your craft and get really freaking good at it. Shiny object syndrome is REAL and it takes a lot of focus to continue doing the same thing, especially when it gets boring, but thats what makes you a master at it. So knowing the difference between staying up to date and feeling like you need more, vs really fine tuning what you do.

What’s next for Shift Studio 315?

Any upcoming projects, expansions, or collaborations?

I’m really excited to be expanding my offerings this summer with transformational breathwork. I begin my training in May, and after years of researching and feeling into different programs, I finally found a facilitator and approach that feels deeply aligned.

I’ve already seen incredible results using breath in simple ways with my clients—so this feels like a whole new level of support and transformation I’ll be able to offer.

I’m also launching group sessions this summer! These will be amazing for couples, friends, parents and children,

and even professional teams who want to grow together. I’m really passionate about creating spaces for shared healing and connection, and this will be a powerful way to do just that.

As for collaboration—I’m always open. I love connecting with other practitioners, creatives, and aligned professionals. SHIFT has always been about community and evolution, so I’m excited to keep expanding, sharing this work, and meeting the people who are meant to be part of the journey.

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{ DECORATING FOR YOUR EMOTIONAL SHIFT+CONTROL } } HEALTH } { {WALKING WARRIOR

WHAT HIDES BEHIND CLUTTER

BY CHELSEA THOMAS

The way your home makes you feel flows through you and into all that you do. You walk into a room with all the right pieces, but somehow, it doesn’t feel right. Like something is missing, even if you can’t quite put your finger on it. It’s not always about what’s in the room, but how it all works together. When that harmony is missing, even the prettiest pieces can fall flat. It isn’t about never having clutter, it’s about having a system that allows everyday clutter to flow out of the house. The same way trash is taken out every week, so should possessions we’ve moved on from. Is it possible to be that in tune to my space?

How a home functions affects your mood.

It doesn’t matter if your basic needs aren’t met because of a deficit or because clutter prevents you from accessing what you need… your brain just knows the need isn’t met. Needing clean clothes or a glass of water, and being met with dirty dishes and wrinkled laundry, all register the same way: I don’t have what I need right now.

The burden of having to do “extra” makes simple tasks feel too much. This reprograms the way we think to associate basic needs with unattainability and a survival instinct kicks in. You rush to wash the dish to quench your thirst. You settle on an outfit that doesn’t feel best. After a while you feel out of tune, with no idea why.

Create rituals you enjoy by organizing your spaces in a way that allows you to slow down.

-Place a bench by a shoe rack to encourage taking a seat.

-Have a dedicated vanity so getting ready never feels rushed.

-Set up an entryway that houses all personal items that could clutter counters.

-Store easy to use ingredients and spice containers in the kitchen so cooking feels enjoyable.

Happiness and peace come from the same thing: being present.

When we feel like we have nowhere else to be but in the present moment, we are able to relax. The way your eyes naturally scan each room to make sure it’s safe constantly find “the next thing to do” when a space is undone. We naturally stop noticing things we repeatedly see, actively tuning out the things around us rather than tuning into the present. The goal isn’t to be able to ignore a space, or to be stressed by a space… the goal is to be present in it, to relax. It’s hard to rest in spaces that aren’t complete.

The Problem with Clutter (And How to Fix it) What makes a space feel done will vary person by person. We all have differences in how many items we like in each space.

Some people want a cozy place with tons of sentimental items while others find comfort in a more minimal space.

There is no set definition on what makes a room feel complete, what matters is it feels done to you. Everyone has different preferences for cleanliness, organization, and different comfort levels with possessions.

The problems start to occur when your home adds stress more than comfort. If your home is a stressor for you, it is often because your ideal space and current space aren’t aligned. We fix this by identifying your ideal space, recognizing your current space, then creating a plan to align your current space with your ideal.

It starts at home

everything. If you wake up to a room that is prepared for you and allows you to be present, move into a kitchen and bathroom that allow you to be in tune, you will leave the house feeling present and in tune. You will show up to the function present and in tune.

When you create spaces in your home that feel like the event, you’ll want to return home. You will be eager to return to your space the moment something unpleasant occurs, rather than sitting in discomfort elsewhere. This helps you set boundaries.

This helps you recenter with alone time and preserve what is most important: your peace.

A few ways to make your home the event: -Set up a favorite place to sit and relax with a comfy chair and a pretty view.

-Curate every day items so even the mundane feels decorated (it’s worth it to buy those pretty bowls!)

-Create a spa-like atmosphere in your bathroom so self care is always something to enjoy.

A home that creates a regulated nervous system is a place you can thrive… a place that is safe to dream, create, and play.

But a regulated nervous system doesn’t always mean calm, it means you feel free to express yourself. The more we can be intentional about nurturing those unseen parts of our soul and personality, the more we feel seen. The more you display your soul through the art, vessels, and decor in your home… the less you need to be seen elsewhere. Create a space where you are unabashedly on display, because everywhere else in the world is for something else.

Home is just for you.

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{{ JOURNEY JOURNEY TO TO SUCCESS SUCCESS }}

KATHE D’ALFONSO & SOLO BEAUTY

Solo Beauty: A Journey of Innovation, Determination, and Purpose Sometimes, the best ideas come from personal necessity. I was inspired to create Solo Beauty because I couldn’t find a product that truly worked the way I wanted it to when applying lotion to my back. The roller-ball applicators would get stuck, and other options on the market simply didn’t perform well. What started as a solution for myself quickly evolved into something I knew could benefit so many others. That realization sparked my journey into product design, and before I knew it, I was sketching ideas, refining concepts, and preparing to turn my vision into reality.

I took all my drawings to my attorney and officially filed for a U.S. patent.

The process took 2.5 years, but the moment I was granted my patent, I knew I had created something truly unique—something that could change lives.

Taking a Chance & Finding Success The turning point for Solo Beauty came when I decided to take a leap of

faith and showcase my product at the Webster Farm Market. I wasn’t sure what to expect, but I knew that if my product was truly valuable, the people shopping would tell me. And they did!

Week after week, women kept coming back to my table, excited to see me and eager to get their hands on my product. Some even said they had come to the market specifically for me! That feeling—knowing I had created something that made people’s lives easier—gave me chills. Their enthusiasm and word-of-mouth support fueled my determination to push forward.

A Life-Changing Wake-Up Call My entrepreneurial journey has also been shaped by a deeply personal experience.

When I was 25 years old, I received a life-changing phone call from my doctor’s office. Initially, I was told everything was fine. But two weeks later, another call shattered that relief—I had been mistakenly given the wrong report.

My actual results revealed I had stage 2, borderline stage 3 melanoma—and

with only four stages of melanoma, this was a serious diagnosis.

I underwent surgery, and on Mother’s Day, my doctor called to tell me that all my margins were clear. It was a terrifying experience, but I was incredibly lucky to be alive. Had someone not reviewed my results a second time, my outcome could have been very different.

That moment changed everything for me.

I became vigilant about sun protection, ensuring that I could apply sunscreen without depending on someone else.

That need for independence was a major inspiration behind Solo Beauty.

I knew that if I was struggling to reach my back for proper skincare, so were countless others. That’s when I began designing mitts for lotion application and in-shower use—functional, beautiful, and made to truly work.

From Toilet Plunger to Perfection Developing Solo Beauty was no easy task.

It took eight prototypes to achieve the perfect design. The first one? Let’s just say it looked more like a toilet plunger

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{ JOURNEY TOTO SUCCESS { JOURNEY SUCCESS} } “The process took 2.5 years, but the moment I was granted my patent, I knew I had created something truly unique—something that could change lives.”

than a beauty tool! I was disappointed, but I refused to give up.

I kept refining the design, focusing on both functionality and aesthetics.

I wanted something that was not only effective but also comfortable, easy to hold, and simple to clean. The final version resembles a beautiful seashell—a sleek, ergonomic shape that fits naturally in your hand.

Next came the real challenge: materials testing. I had to ensure that the mitts wouldn’t absorb too much lotion, could be washed multiple times, and maintained their quality over time. Through rigorous testing, I perfected a product that worked just as well in the shower as it did for lotion application.

What Makes Solo Beauty Different?

The magic of Solo Beauty lies in the quality and versatility of the mitts.

Unlike flimsy alternatives, my mitts are: ✔ Thick, plush, and super soft—perfect for even lotion distribution.

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✔ Durable and washable—they can be reused over and over without losing effectiveness. ✔ Designed for all users—whether you have limited mobility, arthritis, or simply live alone, you can now reach your back effortlessly. ✔ Multi-use—they work on or off the applicator, giving you total flexibility.

Many of my customers have told me they were previously taping washcloths to sticks just to reach their backs! When they discover Solo Beauty, it’s a gamechanger. They love it, and knowing that I’ve made their lives easier is the most rewarding feeling.

A Vision for the Future My goal is to make Solo Beauty a nationally recognized brand—because everyone struggles to reach their back comfortably. More than just a beauty product, it’s an essential tool for:

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✅ Seniors and individuals with limited mobility ✅ People living alone who need independence in their skincare routine ✅ Anyone looking for a high-quality, effective applicator I want people to know that my product is locally made with incredible quality.

Just because it’s not in stores (yet!) doesn’t mean it’s not the best applicator they’ll ever try. I encourage everyone to visit my shop, call me, or reach out—I love helping people understand how truly beneficial my product is.

Thank you for supporting Solo Beauty—a product born out of necessity, tested through perseverance, and designed to empower people to care for themselves with ease. 💜 Kathe D’Alfonso 📍 1945 East Ridge Road, Suite 6, Rochester, NY 14622 📞 Call me anytime—I’d love to hear from you!

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THE 6 DIMENSIONS OF YOU ARE ENOUGH. WELLNESS

BY NICOLE HEROUX WILLIAMS I PHOTOS

BY NSP STUDIO

BY DANIELLE VALLAS

(With a Spotlight on Physical Wellness) When we think about “wellness,” our minds often go straight to exercise and diet—but true wellness is so much more.

It’s a dynamic and intentional process of becoming aware of and making choices toward a more balanced and fulfilling life. The 6 Dimensions of Wellness offer a holistic framework that supports well-being across every area of our lives.

What Are the 6 Dimensions of Wellness?

1. Physical – Caring for your body to stay healthy now and in the future.

2. Emotional – Understanding and managing your emotions in a positive way.

3. Intellectual – Pursuing lifelong learning and critical thinking.

4. Social – Building healthy, nurturing relationships and meaningful connections.

5. Spiritual – Finding purpose, values, and meaning in life.

6. Community – Gaining personal satisfaction and enrichment from your work/school and your community.

Over the next few months we are going to take a deeper dive into each of the 6 Dimensions of Wellness. While each dimension is important, Physical Wellness often serves as the foundation so let’s take a deeper look into what it means and how we can cultivate it.

The Foundation: Physical Wellness Physical wellness is about more than

just hitting the gym—it’s about creating sustainable habits that support the body’s ability to function and thrive.

This dimension includes nutrition, sleep, and physical activity, all of which play a critical role in your overall health.

Nutrition: Fueling Your Body and Mind What you eat directly impacts your energy levels, mood, immune function, and even cognitive performance. A balanced diet includes: ● Plenty of fruits and vegetables

me inspires me to drink more water.

Sometimes I add in a few squirts of a flavor to help me get my water in.

● Lean proteins

Sleep tips: Creating a consistent bedtime routine: try meditation, journaling or skin care routine. A routine will tell your brain and body it is time for bed and help you get into a more relaxed state.

● Whole grains ● Healthy fats ● Hydration (don’t forget water!)

There are so many messages out there about what to eat and what not to eat.

Over the past few years there has been more focus on eating enough protein, as protein is good for both our physical and mental health (did you know that not getting enough protein can impact your anxiety)? The newest push has been about fiber, which I believe is connected to the increase of colon cancer in young people and the connection with gut health and mental health. Both protein and fiber are good things to be mindful of when meal planning, however there is so much information out there it can be very overwhelming. So start small and give yourself grace.

Start small: Try adding one extra vegetable to your plate each day or swapping sugary drinks for water or herbal tea. I know always having a water bottle with

Sleep: Your Body’s Reset Button Sleep is where the magic happens. It’s when your body repairs, your brain processes, and your energy is restored.

Adults generally need 7–9 hours of quality sleep per night. I think the lack of sleep and good sleep is the first step of your mental health breaking down.

Legs up the wall: This restorative yoga posture is amazing before bed. Have your back flat on the floor or bed and your legs up the wall. Your butt should be at the seam of the wall and floor. Relax into this pose for 5 minutes before bed.

4/7/8 Breathing technique: Inhale through your nose for the count of 4, hold your breath for the count of 7 and exhale through your mouth like you are blowing out birthday candles for the count of 8. Do 5-6 rounds of this breathing to help you fall asleep.

Even one good night’s sleep can improve your mood and productivity the next day.

Physical Activity: Move with Intention and Have Fun Regular movement helps manage stress, boosts your mood, supports cardiovascular health, and strengthens muscles and bones. You don’t have to run

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{ UNLOCKING YOUR BEST SELF } “Wellness is a journey, not a destination. Focusing on just one dimension, especially physical wellness, can create a powerful ripple effect across the others. “

marathons—just find movement that feels good and is fun. If you are having fun you will be more likely to do it!

Walks in nature: This not only is great for your physical wellness but also emotional and spiritual wellness too! Just getting outside and walking for 5-10 minutes a day is a great start.

Dancing in your kitchen: Turn on some of your favorite tunes while cooking dinner- Walking on Sunshine by Katrina & The Waves is known to increase the mood and it is fun to dance to.

Stretching or yoga: You can even start your day with bed yoga! Before leaving your bed each morning start with a few gentle yoga poses. Start by siting in the easy pose (aka criss cross applesauce) and stretch to the sides as well as try to forward fold while concentrating on your breath along with the movement.

Discovering Your Wellness Why We all know we need to focus on Wellness but for many of us there always seems to be a barrier; I don’t know what to do, I don’t have the time, I don’t have the motivation. Once you discover your Wellness Why, it will help you start your wellness journey. When we use our Wellness Why as our ‘northstar’ it helps us create a life of meaning and purpose and prioritizes our wellness. I often come back to my Wellness Why on the days I am struggling. My personal Wellness Why has recently changed after 200

losing mom in early 2025. My mom was a great woman but man was she stubborn and rebellious in her own way.

Her spunk and rebellion did not always align with making the best choices to support her wellness and health. The death of my mom has changed by Wellness Why, as I want to live a life with as little suffering as possible and I know the choices I make today will help with that.

you are to engage in activities that will soon become habits to support your wellness journey.

Stay tuned as we explore the other dimensions of wellness in upcoming additions, and in the meantime, take a deep breath, drink some water, and move your body.

Small steps add up.

You deserve to feel well.

Let’s take that journey together

Final Thoughts Wellness is a journey, not a destination.

Focusing on just one dimension, especially physical wellness, can create a powerful ripple effect across the others. When you nourish your body, get enough rest, and stay active, you’re better equipped to show up emotionally, socially, and in your community. When you are struggling to prioritize your wellness, come back to your Wellness Why. A good idea is to write your Wellness Why and have it out on display, or add it your daily to do list, or even the lock screen of your phone. The more you see your Wellness Why the more likely

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Danielle Vallas is a licensed mental health counselor in private practice for the last 15 years. In addition to being a private practice clinician she is an author of An Athletes’ Guide to Mental Health, President of D&G Wellness Consulting which provides training, coaching and professional development to corporations, schools and athletic teams on a variety of wellness topics, a graduate school professor at University at Buffalo and owner of Buffalo Believes, a wellness clothing company celebrating the city of Buffalo and starting the conversation about mental health and breaking the stigma. She is also a trauma informed yoga instructor and she is passionate about helping others achieve a healthier and more balanced approach to wellness. www.Dgwellnessconsulting.com www.Buffalobelieves.com www.daniellevallas.com Follow me on social meda

D&G Wellness

Mental health and Wellness Programs Schools Corporations athletic teams WWW.DGWELLNESSCONSULTING.COM CONTACT@DGWELLNESSconsulting.com 716-713-1940

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THE UNBOTHERED PROTOCOL

BY LORI MURPHY

CReclaiming Your Peace, Power, and Presence Let’s face it—at some point in life, we’re all going to encounter someone toxic. That person who thrives on negativity. The one who belittles your light just to make theirs seem brighter. The one who gaslights, provokes with passive-aggressive remarks, or projects their pain onto you in subtle and not-so-subtle ways. And if you’ve ever felt rattled, anxious, or like you were walking on eggshells around someone, I want you to know: you are not alone.

I’ve been there too. I’ve had my peace shaken, my confidence questioned, and my joy dimmed because of the energy of someone else. But here’s the truth I learned and now live by: no one gets to steal your peace unless you hand it over. And you, my friend, are far too powerful, too radiant, and too important to be diminished by someone else’s dysfunction.

That’s why I created The Unbothered Protocol—a five-step guide designed to help you navigate toxic interactions with grace, strength, and emotional mastery.

This isn’t about being cold or distant. It’s about becoming grounded, self-loyal, and unshakably aligned with your inner peace.

Let’s walk through it together.

1. Detach Emotionally (Not Coldly— Calmly) This first step is a game-changer. When someone triggers you, your instinct may be to defend, react, or explain. But toxic people often feed on emotional responses. They thrive in chaos and drama. So instead of engaging, practice emotional detachment.

Think of it like the Gray Rock Method—you become neutral, composed, and disinterested in their games. That doesn’t mean you’re unkind or dismissive. It means you don’t give them the emotional fuel they’re seeking.

When someone attempts to provoke you, respond with minimal words, a calm tone, and no over-explanation. Let your body

language say, “I’m not available for this energy.” Because you’re not. You’re protecting your peace.

2. Own Your Energy This is where your power lies. Remind yourself daily: “What’s theirs is theirs. What’s mine is mine.” Visualize yourself surrounded by a radiant bubble of peace. Their anger, projections, or passive aggression might come at you—but it slides off. It doesn’t enter your space.

You are not required to receive what they’re handing out. You don’t have to internalize it, explain it away, or try to fix it. Their behavior is a reflection of them—not you.

This practice of energetic sovereignty will change your life. You are the guardian of your peace, and no one gets access without your permission.

3. Breathe Before You React When you feel triggered, take a sacred pause.

Pause. Observe. Choose.

Instead of reacting from a place of fear, anger, or hurt, take one deep, conscious breath. That breath is your interruption—it breaks the cycle of old patterns and gives you the space to choose your next move.

Say to yourself silently, “Pause.” Then observe what’s rising within you without acting on it immediately. And when you’re ready, choose a response that aligns with your highest self. Sometimes that response is silence. Sometimes it’s a boundary. But it’s always yours to make. You are in control.

4. Create an Inner Mantra Mantras are powerful anchors. They redirect your energy when emotions start to spiral.

Find the phrases that speak directly to your soul and repeat them silently when you feel shaken or triggered.

Here are a few to try: ● “I am safe in my peace.” ● “Not my circus, not my monkeys.” ● “Not my energy. Not my problem.”

● “I choose calm over chaos.”

Repeat them like armor. These words become your shield, your sacred whisper that reminds you—you are rooted in something deeper than this momentary disruption.

5. Return to Love Within Here’s the truth: you don’t have to argue, justify, or try to change someone who is committed to misunderstanding you. It’s not your job to fix them. Your only job is to return to yourself.

When it gets too loud, walk away. Exit the conversation. Exit the room. Exit the pattern.

Choose radical indifference—not from a place of apathy, but from a place of radical self-love. Create rituals that nourish you— meditation, breathwork, journaling, prayer, a warm bath with soft music, a walk in nature. Find your peace and return to it daily.

Final Thoughts: You Are the Keeper of Your Peace Toxic people will always exist. But your peace, your power, and your presence?

Those are sacred. And they belong to you.

When you follow The Unbothered Protocol, you’re not just avoiding conflict—you’re choosing emotional freedom. You’re refusing to be baited into chaos. You’re standing tall in your self-worth and showing the world: I am unshakable.

So remember this: you don’t have to match anyone’s energy. You don’t have to explain your boundaries. You don’t need permission to protect your peace. You are allowed to walk away, stay grounded, and shine anyway.

You are stronger than you feel in your weakest moment. You are more powerful than you’ve been taught to believe. And you are worthy—deeply, endlessly worthy—of a life that feels peaceful, aligned, and free.

Use this protocol. Practice it daily. Lean on your support circle. Surround yourself with people who lift you up, not tear you down. And above all, remember: you are not here to be rattled. You are here to rise.

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CAUTIOUS HOPE

BY CHRISTINE PIACENTINO

When a child is diagnosed with a rare disease, families often find themselves thrust onto an emotional rollercoaster, navigating the jagged peaks of hope and the cavernous depths of despair.

Once filled with possibility, the future transforms into a ticking clock—a countdown not to celebratory milestones but to painful losses: the gradual decline of mobility, the erosion of independence, and the deterioration of vital functions. No matter how fleeting, each faint glimmer of progress feels like a monumental triumph.

When a treatment emerges that promises to slow this relentless decline, it becomes much more than just medicine; it transforms into a lifeline. Below is my son Jonathan’s story of Ataluren and his heartfelt request for approval from the FDA. Jonathan’s journey is a powerful reminder of the stakes in every regulatory decision while illuminating the immense dedication and resources invested in each approved treatment. The path from drug discovery to market is fraught with uncertainty, dramatic twists, and the looming threat of significant risks.

Consider this sobering overview of the typical timeline and costs involved in bringing a drug to fruition: **Discovery to Approval:** On average, the journey from laboratory bench to patient bedside spans 10 to 15 years. **Clinical Trials:** The trials themselves can consume an 204

additional 6 to 7 years and generally comprise three critical stages: Phase 1 for safety assessments, Phase 2 for efficacy and side effect evaluations, and Phase 3 for large-scale confirmation of results. **Success Rates:** A staggering reality—only about 12% of drugs that enter clinical trials eventually earn approval. **Cost to Bring a Drug to Market:** According to a 2020 study by the Tufts Center for the Study of Drug Development, the average cost of developing a new drug reaches an astonishing $2.6 billion when accounting for failures and necessary capital investments.

These mutations create premature stop codons that abruptly halt the production of functional dystrophin protein, unleashing a rapid and irreversible wave of muscle degeneration.

In recent decades, the average life expectancy of individuals with DMD has seen an increase, from 20 years to 30 years, due to advancements in respiratory and cardiac care. Yet, the disease remains a formidable adversary— progressive and tragically terminal.

Ataluren (Translarna), a pioneering oral drug developed by PTC Therapeutics, is specifically designed to combat DMD caused by nonsense mutations.

This innovative treatment encourages ribosomes to “read through” premature stop codons, allowing the body to produce functional dystrophin protein.

While it does not present a cure, Ataluren has demonstrated the ability to slow the inexorable march of this debilitating disease.

These figures become even more daunting in the realm of rare diseases, like Duchenne muscular dystrophy (DMD), where patient populations are limited and financial incentives are sparse. Advocacy, public funding, and regulatory flexibility have become One of the most significant studies the cornerstones of progress in this assessing Ataluren was the Phase 3 PHOTOS BY ROBYN BATY DMD PHOTOGRAPHY landscape.

ACT trial—a pivotal juncture in the drug’s approval journey. The trial Duchenne muscular dystrophy (DMD) enrolled 230 boys across 18 countries, is a rare genetic disorder, casting its revealing a profound insight: those shadow over only a small fraction of treated with Ataluren experienced the global population. It manifests in a slower ambulation loss than their approximately 1 in every 6,000 male counterparts receiving a placebo. In a births worldwide. This devastating subgroup of participants who were able condition arises from mutations in to walk between 300 and 400 meters the dystrophin gene, a critical player at the study’s onset, the drug effectively in maintaining muscle strength and preserved motor function, delaying a stability. Among the many variations critical milestone in DMD’s progression: of DMD, nonsense mutations the loss of the ability to walk. account for around 13% of cases.

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In The Beautiful Cornhill Neighborhood

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{ SHIFT+CONTROL } } { ONE TOUGH MOTHER “Jonathan’s story highlights how much is at stake with every regulatory decision while illustrating the extensive investment required for every approved treatment.”

Furthermore, data emerging from the STRIDE Registry—a long-term observational study tracking patients administered Ataluren—revealed that these individuals maintained their ability to walk longer, safeguarded lung function, and retained upper limb strength more effectively than those receiving standard care.

Jonathan embodies the power of this data. Diagnosed as a child, Jonathan was among the first patients to enroll in a clinical trial for Ataluren back in 2006, traveling across the country from Rochester, New York, to Salt Lake City, Utah, for the opportunity to be part of this groundbreaking research, despite being only 12 years old.

“Each visit felt like a marathon—an exhausting journey that involved a full day of travel for just a five-hour session,” he reminisces. “But the chance to try something aimed at my specific mutation was invaluable; every moment was worth it.”

surprising testament to his resilience, rather than facing permanent functional losses—common among those with Duchenne—he made a remarkable recovery. Within a month, he could eat solid food again, and after three months, he returned to his previous state of health. His treatment team believes that Ataluren played a vital role in this unexpected turnaround.

“I’ve fractured my back and both feet—setbacks that would have knocked most people with Duchenne down for good. But I healed. I stood back up.

This drug gave me that chance.”

feels monumental. When a treatment emerges that may slow the decline, it becomes more than just medicine; it becomes a lifeline. Jonathan’s story is one lifeline, and he requests approval from the FDA. Jonathan’s story highlights how much is at stake with every regulatory decision while illustrating the extensive investment required for every approved treatment.

Bringing a drug from discovery to market is a journey filled with uncertainty, high stakes, and significant risks.

In a heartfelt letter to the FDA, Jonathan made a poignant plea: “Without access to Ataluren, I am confident that my health will rapidly decline and my life will end prematurely. The approval of Ataluren is not merely a regulatory formality; it is a decision of utmost importance.”

Now, at 31, Jonathan is bravely defying the odds. “Most individuals with DMD require ventilation by their mid-20s, but I am still breathing independently.

I walked until I was 22. I graduated from high school on my own two feet and pursued college with a sense of autonomy. I credit all of this to Ataluren.”

Despite receiving approval in over 40 countries across the EU, Ataluren remains locked out of the U.S. market.

This global endorsement underscores the drug’s safety and efficacy, yet Jonathan and countless others continue to wait, year after year, for the chance to grasp this lifeline. When a child is diagnosed with a rare disease, families often find themselves on an emotional rollercoaster, learning to approach hope with caution.

In late 2023, after battling acute respiratory failure caused by an infection, Jonathan found himself in the ICU for nearly a month. Yet, in a

The future becomes a countdown—not to milestones, but to losses: mobility, independence, and vital functions. Any hint of progress, no matter how small, ROCHESTER WOMAN ONLINE :: WOMEN ENTREPRENEURS EDITION 2025

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POWER MEETS PRECISION YOU ARE ENOUGH.

BY NICOLE HEROUX WILLIAMS PHOTOS BY NSP STUDIO

BY IAN ILOVE

Inside the Mazda CX-50 Built in Huntsville Alabama In the heart of Huntsville, Alabama—a city once best known for its role in rocket science and aerospace innovation—a different kind of engineering marvel is rolling off the production line: the Mazda CX-50. Built at the Mazda Toyota Manufacturing (MTM) plant, the CX50 is a bold new entry in Mazda’s SUV lineup, combining rugged capability with the brand’s signature driving dynamics and style.

been tuned for the trail.

Under the hood, the CX-50 offers a 2.5-liter naturally aspirated engine or an optional turbocharged variant, both paired with a smooth-shifting 6-speed automatic transmission. Standard i-Activ AWD and Mazda Intelligent Drive Select (Mi-Drive) allow for seamless transitions between driving modes, from city cruising to dirt-road climbing.

Step inside the CX-50 and you’ll find

Opened in 2021, the MTM facility is a $2.3 billion joint venture between Mazda and Toyota and one of the most advanced automotive plants in North America. Spanning 3.7 million square feet and employing over 4,000 workers, this state-of-the-art facility is more than just an assembly line—it’s a symbol of Mazda’s commitment to the American market and to innovation in the crossover segment.

The CX-50, unveiled in 2022, is the first Mazda model built exclusively in the United States. It represents a strategic pivot: a vehicle designed with American drivers in mind—those who demand off-road capability and interior refinement in equal measure.

Unlike its cousin, the CX-5, the CX50 sports a wider stance, muscular flared fenders, and a more aggressive profile—clearly aimed at adventure enthusiasts. Mazda’s “Soul of Motion” design language is still present, but it’s 210

and Southern grit, the workers at the Huntsville plant follow Mazda’s “Monotsukuri” philosophy—a commitment to continuous improvement and mindful manufacturing. This results in a vehicle that feels solidly built and finely tuned, regardless of trim level.

Mazda has made it clear that the CX-50 isn’t just a one-off. In fact, it represents the beginning of a new product strategy focused on SUVs, electrification, and American consumers. Hybrid versions of the CX-50, co-developed with Toyota, are expected to roll out of the same Huntsville facility in the coming year.

For now, the gas-powered CX-50 stands as a testament to what’s possible when two global giants collaborate— and when a company like Mazda embraces the adventurous spirit of its American customers.

a cabin that blends rugged charm with luxurious touches. Soft-touch materials, premium stitching, and a clean, horizontal dash layout offer a surprisingly upscale feel. Despite its adventurous exterior, the CX-50 retains Mazda’s obsession with driver-centric ergonomics. Every control falls easily to hand, and the ride quality remains composed and responsive—traits rarely found in other off-road-ready crossovers.

Built with a mix of Japanese craftsmanship

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The Mazda CX-50 isn’t just built in Huntsville—it’s built for America. With its rugged good looks, off-road chops, and signature driving feel, it’s a crossover that dares to go beyond the pavement, without leaving behind the premium touches that define the Mazda brand. Whether you’re headed into the mountains or just across town, the CX-50 is ready—and it all starts right here in Alabama.

Interested in taking one for a test drive?

Stop on down to Bob Johnson Mazda on west Henrietta rd. We have plenty in stock to choose from.

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SPRING STYLES YOU AREINTO ENOUGH.

BY NICOLE HEROUX WILLIAMS PHOTOS BY NSP STUDIO

BY A+CI TEAM

Trendy Haircuts and Treatments As the days get longer and the weather gets warmer, spring is the perfect time to embrace change, and for many, that change includes their hair! After months of bundling up in hats and scarves, the transition to spring often sparks a desire for a new look. Whether it’s a shorter cut, a bold new color, or a complete makeover, the season of renewal invites us to freshen up our appearance. However, before you take those scissors or a box of dye to your hair, it’s important to understand the best spring trends and why professional guidance can save you from making costly mistakes.

The Allure of Spring Hair Transformations Spring is a season synonymous with transformation, and hair is often at the top of the list for many seeking a change. Whether you’re ready to go for a sleek bob or crave a vibrant new hue, it’s the perfect time to revamp your style.

At Ape + Canary Spa + Salon, we’ve seen many clients come in for big transformations this time of year. From chopped locks to subtle highlights, we embrace all the latest trends and work with each client to create the perfect look for their lifestyle. However, there are a few important things to consider before making any drastic changes.

DIY Cuts and Colors: A Risky Business It’s tempting. With YouTube tutorials and Pinterest guides, it can seem like a good idea to take matters into your own hands. But cutting or coloring your hair at home can easily lead to frustrating,

costly mistakes. From uneven layers to mismatched tones, DIY haircuts and colors often require a professional touch to fix. A wrong move could lead to spending even more time and money trying to get your hair back to its former glory.

At Ape + Canary, our experienced stylists understand the ins and outs of haircuts and color.

Whether you want a simple trim or a bold color change, professional guidance ensures that the transformation enhances your look rather than leaving you with a style that’s difficult to manage.

When it comes to color, especially, a professional colorist knows how to mix tones and avoid the dreaded brassy or patchy results that are common with at-home coloring.

Spring Hair Trends: What’s Hot Right Now? If you’re looking for inspiration this spring, several hair trends are making waves. Here are some of the most popular styles and treatments to consider: 1. Bangs: A Bold Choice This season, bangs are back in a big way. Whether you’re into curtain bangs, blunt cuts, or wispy fringe, bangs can add a youthful, fresh vibe to your look. They’re also a great way to frame the face and draw attention to your eyes.

However, bangs require commitment and upkeep. If you’re considering them, be sure to talk to your stylist about what

style will best complement your face shape and lifestyle.

2. Layers for Days Layers are everywhere this spring, and they add volume and movement to your hair. From soft, face-framing layers to more dramatic, choppy cuts, layers can help create a dynamic, textured look. However, if you have dry or curly hair, be aware that layers can make your hair more challenging to manage. Dry hair can look even more frizzy with layers, and if you’re used to pulling your hair back into a quick ponytail, layers might make that difficult.

It’s essential to consider how much time you’re willing to dedicate to styling your hair each day. Layered styles often require regular trims and extra attention to keep them looking fresh and healthy. If you have time to commit to maintenance and styling, layers can elevate your look beautifully.

3. Textured Waves Perfect for a carefree spring look, textured waves are a fun and flirty way to embrace the season.

With the right products and techniques, this hairstyle can add natural-looking volume and movement to your hair. It’s a low-maintenance yet stylish option that can be worn every day, but for the best results, consider using a professional stylist to create that perfect beachy wave.

4. Blondes, Brunettes, and Redheads: Subtle Color Changes Spring is also a great time to switch up your color.

Whether you’re going for a warmer tone for blonde hair, a deep espresso shade for brunettes, or vibrant copper

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{ APE+CANARY CORNER } “Whether it’s a shorter cut, abold new color, or a complete makeover, the season of renewal invites us to freshen up our appearance.”

for redheads, coloring your hair can give you a fresh, seasonal look. If you want to lighten your hair for the season, think about gradual highlights or balayage to give your hair a sun-kissed, natural effect.

Hydration is key, especially as warmer weather can often lead to dry, brittle hair. A deep conditioning treatment can infuse moisture and nutrients into your hair, keeping it soft and manageable.

Caring for Your Hair: Treatments to Restore Health and Shine

2. Keratin Treatments If you’re dealing with frizz, a keratin treatment may be just what your hair needs. This treatment smooths the hair and reduces frizz, leaving you with sleek, shiny locks. It’s the perfect solution for those who want to maintain their layered looks while reducing the hassle of daily styling.

With spring bringing its own set of challenges to your hair care routine— humidity, heat, and environmental factors—it’s important to maintain healthy, strong hair. If you’re getting a new cut or color, don’t forget to treat your hair to the care it needs. At Ape + Canary Spa + Salon, we offer a variety of treatments that can help restore shine, softness, and strength to your hair: 1. Deep Conditioning Treatments 218

3. Scalp Treatments Springtime is also a great opportunity to focus on your scalp health.

We offer scalp treatments that can help combat dryness, irritation, or buildup,

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leaving your hair healthier and stronger. Our A+C Signature Scalp Serum will keep your hair healthy from roots to ends.

While spring is the perfect time to embrace change, make sure your new hair transformation is one that enhances your natural beauty. Whether you’re considering bangs, layers, or a fresh new color, remember that professional stylists at Ape + Canary Spa + Salon are here to help you make the best choice for your hair type and lifestyle. Skip the DIY disasters and let us give you the spring hair makeover you deserve! Call us today to schedule your consultation.

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WONG YOUPAIGE ARE ENOUGH. BY&NICOLE HEROUX WILLIAMS I PHOTOS NSP STUDIO & MINDY HULETT PHOTOS BY JUNE CO PHOTOGRAPHY, MACKENZIE RAEBY PHOTOGRAPHY

Getting to Know Paige & Golden Boy Events What inspired you and Dakota to turn your passion for event planning into a business?

While all the little girls growing up around me were dreaming of being lawyers, doctors, teachers, nurses, I was dreaming of being a wedding planner.

My passion for event planning started with my high school’s junior prom. My friends were worried about picking the prom song, I was worried about napkin colors. Close friends and family placed all of their trust in me to plan & execute their events for several years until Dakota and I got engaged in 2022.

Our engagement lit a fire inside of me.

I became so passionate and, frankly, obsessed with wedding planning. We planned, coordinated and executed our wedding day completely on our own, no detail was spared. When I say no detail was spared, I mean NO detail was spared. I wrote our timeline down to the minute, I had a stop watch to time out my exact entrance into the ceremony, I knew exactly what I wanted and how to make it happen.

Our venue’s coordinator even opted to use our twenty-seven page document over their own. Pulling this off was all the encouragement we needed to take the leap and officially launch Golden Boy Event Co.!

The name Golden Boy Events is a tribute to your labs, Odin & Gus. How do they inspire your brand?

Our boys inspire everything that we do. They’re my office assistants, quality

control team and my best buds. If you’re ever on a call with me, there’s a 99% chance they’re both, with our cat, Ricky, sitting at my feet taking notes!

Odin is our oldest, a lab retriever, and is the sweetest boy you’ll ever meet. Every dog owner says that their dog is perfect, but Odin truly is perfect. He reminds me to stop and (literally) smell the roses and to enjoy all the little things in this life.

Fun fact about Odin: when he thinks he might get a treat, he gives a paw just in case. We call it a “preemptive paw.”

We adopted Gus in 2023, he was just the cutest puppy ever! He’s the baby of the family, but the biggest in size! His quirky, goofy spirit keeps us laughing all day. He came crashing into our lives and has made everyday brighter since.

Fun fact about Gus: he rarely barks at other dogs or animals, but he WILL bark if he’s not getting his way!

How did planning your own DIY wedding prepare you for launching an event planning business?

While we had a few events under our belt prior to our own wedding, our wedding day was the blueprint for our business. It was truly a labor of love, every little detail was intentional and meticulously planned.

It didn’t take long for me to realize that the wedding I had created on Pinterest was not attainable with our budget. Luckily, I was born with the “how hard can it be” gene and raised by women with excellent taste, so I got to work. I gathered my supplies, watched hours and hours of “how-to” videos

and permanently indented the cushion on my chair at the dining table. Every centerpiece, bouquet, sign, invitation was designed and created from our dining room. I had finally found my niche.

What has been the most rewarding part of starting Golden Boy Events?

You can imagine how excited we were to book our first wedding after launching our company. I cried after receiving our first signed contract, I couldn’t believe that a complete stranger would trust me with the most important day of their life. It’s an honor that I certainly don’t take lightly and there is no better feeling than knowing you gave your couple their dream wedding day.

I love seeing our couples faces light up when they see all of our hard work & planning come to life on wedding day.

I go into every room reveal with knots in my stomach, my teeth clenched, anxiously awaiting my couples reactions.

Every time, I’m met with a “oh my god, Paige!” Or “this is everything we dreamed it would be!” I love when my couples come to me with a unique idea or something fun they want to do during their wedding, then seeing it all come together on their big day. “Rewarding” doesn’t even begin to describe the feeling of watching our couples experience pure joy on their wedding day.

How do your backgrounds—Dakota’s military experience and your healthcare and event management background— play a role in your business?

My career started in restaurants, doing everything from bussing tables to running kitchens. I worked multiple jobs for years,

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{ THE POWER OF HER VISION } “I stop at nothing to make sure that our couples have the best wedding day possible. I’m not just their wedding planner but their advocate, a confidant and a third wheel.”

always running from one server station to the next, apron in tow. I eventually graduated from restaurants to retail, spending years as a manager at Victoria’s Secret. I spent my days organizing bras & designing the store, getting to be creative through merchandising.

Retail and restaurant management taught me how to roll with the punches, how to communicate and gave me the confidence to lead.

After leaving the service industry in 2021, I quickly realized that I was not meant for an office job, I was meant to be creative, hands-on, I wanted to talk to people and create an experience for them. In 2022, at the start of my career in dentistry, I found myself back in restaurants, working two jobs, yet again, but this time was different. The owners of this restaurant saw something in me that I’m not even sure I saw myself. They took a chance on me, allowing me to manage catering and events. I worked seven days a week, going from one job to the next and kept this up until the restaurant sold in 2024. This, our wedding and wanting more than a life in a dental office is what pushed me to launch our business.

Dakota’s background in the military has been integral in our business. When I call him my personal drill sergeant, I mean it! He can direct a processional like nobody’s business, he’s efficient and a quick problem solver. He’s the most observant person I know, he can spot a crooked tie from a mile away.

As a leader in the military, Dakota has plenty of experience talking to people.

His favorite wedding day task is keeping 224

the groomsmen occupied and on time before the ceremony. He leaves every wedding day with a few new best friends!

I can’t talk about Dakota’s military training without mentioning that he is the muscle behind this operation.

All the time spent in gyms on military bases across the world has prepared him for lifting every display stand, piece of furniture and box full of charger plates in our inventory, and he does it all with a smile. While he never dreamed of being a wedding planner, he does whatever it takes to help me fulfill my dream of being a wedding planner.

The Art of Event Planning What do you think sets Golden Boy Events apart from other event planning companies?

Aside from being a husband and wife team, we offer full access to our rental decor to our clients with every planning or coordination package. As a 2024 bride myself, I know first hand just how expensive weddings can be! I strive to make those Pinterest wedding dreams come true for all of my couples. By giving them access to things like decor, linens & tableware, I’m allowing them to redirect their budgets and save for the things that matter most to them.

I stop at nothing to make sure that our couples have the best wedding day possible. I’m not just their wedding planner but their advocate, a confidant and a third wheel. I’m here to wipe my bride’s tears and touch up her makeup after an emotional first look, to make sure every last detail is set exactly how the couple envisioned it. It’s our attention

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to detail, design abilities and our quick problem solving that sets us apart from other wedding planners.

What’s your favorite part of the wedding planning process?

On average, we work with our planning couples for about a year to plan their wedding. During this time, we grow so close to our clients that they truly become our best friends. Without a doubt, my favorite part of the planning process is the execution of all of the moving pieces, seeing all of our hard work pay off in the most beautiful way and getting to live this moment, in real time, with our amazing couples.

What are some common mistakes couples make when planning their wedding, and how do you help them avoid them?

The most common wedding planning mistake I see is not setting a realistic budget. It’s vital to establish a budget early on in the planning process and stick to it, as it’s easy to get lost in the hidden fees and added expenses. Most of our couples have never planned a wedding before, so they’re unsure of how much they should be spending.

We guide our couples to set realistic expectations and work tirelessly to find each couple their perfect vendor team within their budget.

I create a custom budget spreadsheet for each couple, we share access and regularly check up on our couples to make sure we’re staying on track. We’ll track everything from what the couple is comfortable spending in each budget category, to actual costs, to due dates.

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SHIFT+CONTROL } { THE{ POWER OF HER VISION } ““Rewarding” doesn’t even begin to describe the feeling of watching our couples experience pure joy on their wedding day.”

Our couples love this tool, it’s helpful for them to see a full picture of the day and see exactly how much they’ve spent so far, outstanding balances and payment due dates.

What trends are you currently seeing in weddings and events for 2025?

One of my favorite 2025 wedding trends I’m seeing so much of this year is couples opting for a dessert display over a dessert table. I love seeing our couples use a vintage style bookshelf to display their desserts!

I’m even seeing some opt to have a special display for their cake, using a serving cart or a unique stand. I’m also loving full floral arches, grand floral arrangements will always have a special place in my designer heart.

You offer destination wedding planning—what are your dream wedding locations to coordinate?

I traveled to Europe as a teen, stopping in Germany, Poland & the Czech Republic. From the moment I stepped off the plane, I’ve been dying to go back. I’d love to plan a wedding in Italy, Austria and Greece. Lake Como, the Amalfi Coast, Santorini, and Vienna are just a few of our dream destinations. I’d also love to plan a national park wedding, Zion & Yosemite are my bucket list destinations!

Business & Entrepreneurial Journey What challenges have you faced as a woman entrepreneur, and how have you overcome them?

Running a business is no easy feat.

As a young, female entrepreneur, I’ve faced many challenges in my career.

Coming from a small town, I learned at a young age that people talk, that no matter what you do, good or bad, someone will have something to say about it. I endured all of the “are you sure you want to do this?” comments, fighting the pushback and continuing down the path I knew I was meant to walk. Steadfast, I wasn’t going to let anyone or anything stop me. “Let them” became my mantra. Let them talk, let them have their opinions, let yourself be free, let them go.

For every negative remark, there was something positive coming out of the woodworks. Before I knew it, referrals were rolling in from coworkers in my retail & restaurant days and friends in the industry began reaching out to collaborate. These experiences showed me that no matter what, I had a place here in this industry.

Running a business as a husbandand-wife team can be both rewarding and challenging—how do you and Dakota balance business and personal life?

Balancing our business with our personal life has certainly been a challenge. We do our best to reserve one night a week for a date night and intentional time spent together.

As newlyweds ourselves, we want to spend as much time as possible together. Our business allows us both to work from home a majority of the time, so our days are spent in meetings while sitting across from each other at the dining room table.

There is no better day of assistance for me than my husband. He knows me better than anyone, while I’m taking care of the couple, he’s making sure that I’ve drank enough water, that I’ve had something to eat. I absolutely love coordinating weddings with my husband, it’s a great reminder of where we once were, where we are now and where we’re going.

What advice would you give to other women looking to start their own event planning business?

Get comfortable feeling uncomfortable.

It’s not easy to put yourself out there and get into this space. As with any business, it requires a lot of hard work and dedication. Make friends with other vendors in the industry, network yourself, show off what you can do. If you’re considering starting your own event planning business, take the leap, you’ll never know unless you try. If you’re like me, it’ll be the best thing you ever did.

Do you have any big goals or expansions planned for Golden Boy Events in the future?

We’ve got some big plans down the line, but for now, I’d love to branch out and offer our services across the country. We’ve been traveling across Upstate NY and are hungry for more!

During our slow season, we found a new passion for bringing creatives together to collaborate on styled shoots and content days. It’s been a blast meeting the most amazing & talented vendors from all across NY, we’ve got some super fun & exciting

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{ THE{ POWER OF HER VISION } SHIFT+CONTROL } “Close friends and family placed all of their trust in me to plan & execute their events for several years until Dakota and I got engaged in 2022.”

concepts planned for later this year!

Fun & Personal Touch If you could plan a celebrity wedding or dream event, whose would it be and why?

I’d love to plan Hailee Steinfeld & Josh Allen’s wedding, it’d be my version of 230

the Royal Wedding! I was born and raised in CNY, of course I’m a Bills fan! I love how involved Josh is locally and how much he gives back to the Buffalo and WNY community. They both seem like such kind, genuine people, I’d love to work with them!

I picture a more intimate affair with a bold & bright color palette, lots

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of small, personalized details and of course, small “Easter egg” tributes to the city that made it all possible.

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WHEN WE DON’T HAVE THE YOU ARE ENOUGH. WORDS

BY NICOLE HEROUX WILLIAMS PHOTOS BY NSP STUDIO

BY ROBYNI DEWIND

May is Mental Health Awareness Month, and lately, I’ve been reflecting on the moments in my childhood when anxiety first took root—long before I had a name for it.

Even now, the smell of a pork roast, cooking in the kitchen stirs something uneasy in me. My mom was a wonderful cook, and Sunday always meant a big family dinner filled with love and delicious aromas in our small house. But for some reason, that particular smell—rich and savory—brings a wave of discomfort.

pouring my morning coffee. But even after I stepped away from television, I still found myself dodging opportunities to speak in front of groups. I’d make any excuse to stay in the background.

Anxiety doesn’t always shout.

Sometimes, it simmers quietly beneath the surface of everyday childhood moments—a classroom, a roast in the oven, a Sunday night.

Looking back, that’s when it began—the nerves, the shaky confidence, the anxiety around being seen and heard in a public way. I carried that anxiety with me into adulthood. It’s ironic that I would go on to build a career in broadcasting, where speaking in public became as routine as

For many middle-aged women, Mental Health Awareness Month brings a bittersweet sense of validation. The language, the support systems, the conversations happening today around anxiety and mental health—they’re long overdue. Because the truth is, we’ve carried these feelings for decades. We just didn’t know what to call them.

Back then, we didn’t talk about anxiety. We didn’t say “panic attack.” We didn’t use words like “overstimulated” or “burned out.” We were told we were “too sensitive,” “worrywarts,” or “just being dramatic.”

Now I understand why.

Sunday dinner always meant Monday was coming. And Mondays in Ms. Hamilton’s first-grade class meant “Show and Tell.” I would spend my Sundays not relaxing, but worrying— agonizing, really—about what I was going to share with my classmates. The thought of standing in front of the room, with all eyes on me, filled me with dread. No matter how delicious the meal or how warm the gathering, my stomach was in knots.

I always had a tummy ache and blamed it on the pork.

Eventually, I learned to embrace the camera, but I never talked about the internal judging, the harsh self-talk that flooded my head whenever the spotlight was on me.

So we tucked our fears away—hid the racing thoughts, the dread, the tightness in our chests—and pushed through. As students, wives, mothers, and professionals, we told ourselves we were fine. That this was just how it was.

There are photo albums from my childhood with pictures of me shying away from the camera. I hated the flash. What I didn’t really like was the attention. I’d take my blanket like Linus and try to disappear. My dad’s version of therapy was to hand me a pair of Polaroid sunglasses and tell me they’d help. It became a family joke—but the anxiety behind it was real.

There were always triggers. Unpredictable social situations. Perfectionism that started in the classroom and followed us into our careers and our homes. The fear of disappointing the people we love. The pressure to always be okay, and to do it all. We felt it all, but we internalized it, believing we were alone in it.

The sleepless nights before a presentation.

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“May is Mental Health Awareness Month, and lately, I’ve been reflecting on the moments in my childhood when anxiety first took root—long before I had a name for it.”

The sick stomachs before a social event.

The avoidance of confrontation at any cost. We weren’t weak—we were anxious. And we were trying to survive in a world that hadn’t yet made space for that truth.

Today, more of us are finally giving voice to what we carried in silence. Therapy is more accessible. Conversations about our bodies, our boundaries, our aging, sex, loss, and even our mortality are happening more openly. We’re no longer ashamed to say we need help or that we’re struggling.

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of the human experience.

We can’t go back and change how our younger selves coped, but we can change how we show up for ourselves—and each other—now.

I think about this often when my collegeaged daughter calls, her voice pitched slightly higher as she runs through a lengthy list of things to do: a paper due at midnight, a shift at work, a dinner with friends at an inconvenient time. I listen to her try to convince herself that “it’ll all get done.” I tell her it may not all get done—but it will all be okay.

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I hear my own growth in those words.

I’m proud that she talks to me, shares her worries, her truth. And I wonder what my own mom carried quietly.

What did she worry about when the door closed and the lights went out?

We may not have had the words then— but we do now.

And we’re allowed to use them.

We need to remember it’s okay to not always feel okay.

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{ FEEDING YOUR SOUL }

DOG DAYS

BY NANCY MCQUEEN MOONEY, MS ED. LMHC

When I was eight, my Dad wanted us to get a puppy. One weekend afternoon, my Mom and Dad, my brother and I drove to Hornell, New York to a farm.

We sat on the ground as cocker spaniel puppies tumbled over us, licking our faces with puppy breath. They were black, blonde and red little spaniels and my heart exploded with puppy love. We picked an extra small blonde cocker and the farmer explained we could bring her home when she weaned from her momma. We were all so excited.

My Dad named her Tonya. Tonya Ann to be specific. Tonya was just part of the family. My Mom declared she would have to do all the work, and she was right. But I do believe she loved her too.

Tonya would get her toe nails painted, ears in yarn pigtails, a bit of Bonnie Bell lip gloss and sometimes wore my babydoll pajamas. Really the sister I didn’t have.

She hung out while we played endless games of Clue and Twister, Herman’s Hermits , The Cowsills or The Jackson 5 rocking the record player. My love for her only grew.

One morning after breakfast, Tonya and I went outside to play but we were too close to the road. Tonya got hit by a car she was unfortunately chasing. I saw it happen, devastated as I ran to get my Dad. I watched him pick her up, tears in his eyes and brought her to the vet.

Tonya had a broken pelvis. She would survive. My love for her only grew. A family member after all.

I can still see her sitting in her chair on the back porch, head straight up howling like a wolf when a train would whistle its warning .

That dog, feeding my young soul.

Fast forward to more dogs. A little black cocker named Macy when we first moved to Boston. I didn’t make a friend until Macy came along. Macy would be instrumental in helping me meet a very good friend. Our social life revolved around a park in Brookline, MA where we all brought our dogs to get exercise. None of us had children yet but we bonded over our beautiful pups. Then add in Olive, a black cocker my brother bought for me. I saw her in a pet store and I feared she’d be put down . A beautiful gift . Her nick name was Birdy, perched on the edge of the family room sofa, watching the birds.

She always reminded me of Olive Oil. Macy and Olive lived to be 15 years each. I ached each time one passed.

But then came Waffle, a blonde labradoodle from Kansas. Naughty she could be, jumping on people, chewing up shoes, surfing for cheese and butter.

Oldest son Max nicknamed her Widda Hen after a Looney Tunes cartoon. She was the center of all love in the house.

She left us four years ago. My heart felt shattered. I proclaimed no more dogs .

It hurt too much when they left.

I think when you’re a dog lover you don’t feel complete without one. So that feeling started to wash over me again. I poked around rescue sites, only looking of course. But the looking turned into searching for the right dog.

In my head I thought under 40 pounds, no shedding and calm. One day, on Belles Buds rescue site, I saw a picture of a momma dog and 11 pups. I viewed my dog right away. It was like a strobe light was attached. I couldn’t look away.

Eventually I would facetime with the foster mom in Texas and fell in puppy love again with a three mo old blonde mixed breed.

What can I tell you about Penny Lane who is now three years old. She is 75 lbs, sheds like crazy, is very active and reactive.

She loves fiercely. Penny has pulled me so hard I dislocated my shoulder .

I have never been more challenged, but I couldn’t love her more. Every day it’s a lesson in patience and practicing what trainers have taught me. She needs me and I need her. The soul thing again .

Her current nickname is Peachy thanks to younger son Jack.

As a therapist I often recommend getting an animal. They absorb anxiety and listen to everything you tell them. Yes it’s a responsibility, but one filled with love too. They just make life a little better.

Here’s a shout out to those dogs who left too soon. They broke their family’s hearts but gave so much love.

Claire and Kelli , Tippy, Blue, Dune and Mr. B, Oscar, Skittles, Allie and Betty, Judy and Skippy, and Jane Russell.

How rich am I to have known all of these dogs.

Penny Lane will be my last . Do you believe me?

Yes she is feeding my soul for sure.

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COLORING OUTSIDE THE LINES

BY LISA WAGNER

Creating Expansiveness Remember how fun it was as a kid when there were no rules about how to color, draw, play, or match our outfits? There were no parameters or expectations about what anything should be or look like. You were allowed to take up space and express your feelings in any given moment. During that precious time in our lives, we were building and creating expansiveness that felt boundless. There was a great freedom when we didn’t know what societal expectations in the outside world were. When we return to that limitless power, we are allowing in an opportunity to regulate our nervous system and feel like a eager child again.

Think about how your body feels when you are using your fine motor skills to do things like texting, desk work or when we’re driving. To accomplish those tasks, our body automatically tenses up to steady ourselves. Once we have finished those tasks, we tend to hold on to that rigidity. In turn, our breath is shallow, our muscles are tightened, and we are closed off to new possibilities that may be right in front of us. What was like when you were a small child with a big sheet of paper, your box of crayons and the desire to make something pretty?

Your body was fully relaxed and open to endless possibilities during that creative playtime. Your mind was carefree and joyful because there were no constraints or limits of any kind. It just felt good.

As we grow and age, those societal expectations become more apparent and then imprinted upon us. Those imprints commonly lead to self-limiting beliefs that diminish our once readily available 242

expansiveness. Take a moment now to notice the cadence of your breathing and how that feels in your chest. Does it feel deep and relaxing, or do you notice that maybe you forgot to breathe? Maybe your inhales are short and cursory. It is natural when you are doing fine motor skill tasks to forget to breathe or have that shallowness. (Think of trying to draw a straight line and how steady your hand must be to accomplish that task.) Our shoulders and chest wall may begin to curve inward almost as a self-protective measure. You may also experience a tightening of the chest the shoulders neck, or jaw. It’s our subconscious ensuring that what we are doing is done with precision and accuracy. That can also come at a cost. When we fail to notice that we remain rigid after said activity, we may be unwittingly sending our nervous system a signal that you are in a continued state of fight or flight.

Now that you have taken the time to notice what is happening in your body, you can now take time to do the next right action. When we do things like coloring outside of the lines, our heart space is open and vulnerable. It is as if we know the leopards are sleeping and we are we are not in danger of being eaten. There’s a great freedom to that feeling. One of the easiest ways to return to that childlike state of being is the breath. Taking 5-count breaths with another 5-count rest at the top and the bottom of the inhalation and exhalation lets your body know that you are safe; that all is well. This is where vast thinking and creativity are born. It opens you up to new possibilities, ideas, problem solving and the ability to just

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notice all that is around you.

“I want to think again of dangerous and noble things. I want to be light and frolicsome. I want to be improbable and beautiful and afraid of nothing, as though I had wings.” Mary Oliver As a child, I used to love laying underneath the trees in our backyard or going for a walk in the woods behind our house.

Being in nature, lying in the grass and looking up through the canopy of our beautiful trees, I noticed the birds flitting around or the sun dappling its light between the pretty green leaves. It was peaceful and helped me to remember my connection to nature or even my own heartbeat. Stopping to take a moment to notice all that is around you is another form of expansiveness. This mindfulness practice is where I find the ideas for my next painting series or remember where I left something I can’t find. You’re able to listen to the guiding voices that wish you only joy and contentment. Your soul’s guidance system is allowed to speak to you there in a way that you can hear and feel it. You are also given the opportunity to see things outside of your ego. There is a noticeable growth of understanding, compassion and empathy.

“Egolessness is a flexible identity. It manifests as inquisitiveness, as adaptability, as humor, as playfulness. It is our capacity to relax with not knowing, not figuring everything out, with not being at all sure who we are, or who anyone else is either.” Pema Chodron When we expand our empathic capacities,

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{ A WOMAN’S PERSPECTIVE } { MANIFESTING YOUR TRUE PURPOSE } “Today, ask yourself what activity would feel like you are coloring outside the lines with the joy of a 2-year-old child?”

we allow ourselves to become curious about ourselves, people we love, those who we find difficult and all other living beings. That humility is needed to cultivate a greater awareness, while letting go of our own limiting beliefs. As an artist, my curiosity for new mediums, color mixes, techniques or subject matter ushers in a higher level of creativity.

There are times it can be challenging but there are always manages to be a gem within the learning. It is also a wonderful way to develop my humility and courage to be vulnerable. My work always improves when I venture into unchartered territory, while also discovering that I am stronger than I may have previously believed. This creates an enhanced expansiveness in terms of my own personal faculties. It turn, this permits my students to gain the freedom and bravery to take their first step into the unknown; to find that gem they’ve seeking within the realm of creativity.

“He gives us the ability to soar against all the gusts of wind-the circumstances of life that seem to make it impossible to keep moving forward.” Pastor Jeff Syverson Today’s social and political climate have divided us in ways that make us in opposition to one another. An “us versus them” mentality. It is purposeful

because it makes it easier to control and manipulate us. What if we decided we wanted our control and freedom back again? What if we decided we knew what was best for us; that only our heart truly new the best path for us? I envision birds that soar above the river in front of our home. How they look free and expansive as they ride the wind and look for their next meal. They don’t know about any expectation or limits. They fully comprehend their own abilities

and spread their wings with a confident magnificence. If we all decided we too could soar like an eagle, as we proclaim our innermost desires and forge ahead unapologetically, not only is it of service to ourselves but it is service to all other beings. You wish to celebrate each other’s accomplishments, victories and moments of growth. No one else can control that or limit it when we do not allow it into our heart or headspace; when we embrace our strengths and

express them openly and honestly.

Those who wish to control us have no power over us when we live fully with that expansiveness, without fear, worry or expectations. We give birth to our own personal freedom.

Today, ask yourself what activity would feel like you are coloring outside the lines with the joy of a 2-year-old child? Begin by sending your heart love and then asking what it needs today to feel joy and contentment? This allows for the expansiveness that we all seek. Follow its lead so that you can soar and glide high above the limits that you had previously set for yourself. Languish in the quiet, the bathing of your heart with the breath and allow that honoring of your heart so that you may continue to soar and release all that is no longer serving you. Creatively live your life in a constant state of exploration and wonder. This is one of the greatest gifts we can give to ourselves and one another. May you go forward being a light for those that are contracted and afraid to move out of that state of being. Shine your light brightly and unabashedly, dear one.

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{ THE ANIMAL CARE CORNER { ANIMAL CARE CORNER } }

COSMO

BY THE ACS TEAM One of our main missions and Anima Care Sanctuary is to adopt animals into loving homes. Our team works tirelessly to ensure each animal in our care has this opportunity. Cosmo has a special story.

One that snapshots shelter life, including the effects it can have on an animal and the results you proven when the whole village comes together. Cosmo traveled to Animal Care Sanctuary as a young puppy from Luck’s Rescue in Georgia to find a loving family he could be a part of. Him and his litter mates all came together. Puppies are generally adopted rather quickly, which was the case for Cosmo’s siblings. We’re not sure why, but Cosmo was the last puppy left. It had been almost a month until he was chosen to enter into a family that would call him their own. The same day, Cosmo was returned. Although it doesn’t happen often, adopted animals are sometimes returned within 24 - 48 hours for various reasons. Cosmo’s first return was classified as, “aggression towards other animals”. Interestingly enough, Cosmo was considered dog social as we evaluated him and continued to monitor his behavior in daily playgroups with other dogs. As an organization committed to our animals and community indefinitely, we believe we have a responsibility to all animals that leave our care for the remainder of the animal’s life. We will always welcome dogs and cats back into our care regardless of what lead to their return. We are mindful of puppies growing up in the shelter environment and understand the potentially detrimental effects it may have on the emotional and mental health of the young animal. With that, we gave our best effort in leading appropriate adopters towards Cosmo. Two months had passed before Cosmo was once again chosen to join a family.

Thrilled and excited for another chance at a loving family, we set Cosmo and his family up for success. In our open adoption 246

policy, ACS believes that transparency, open conversation, and trust are the key factors to successful adoptions. Each animal entering a new family is informed of the animal’s medical and behavioral history as we know it. We provide the new family with tips and guides on how to best integrate their new dog or cat, and if there was something that didn’t work for another family, we discuss it during the counseling process with the next family. Just eight days later, Cosmo was returned again. Another family claimed he had been acting aggressively towards other

animals. It’s so important to take things slow when you bring a new animal into your home, especially if you have other pets. As we discussed the reasoning for the quick returns, it was determined that Cosmo was not given the chance to acclimate and integrate in a pace that works for him. We welcomed back. Another month went by when Cosmo once again found a family.

And another month went by before he returned again.

This time it was the family who was moving

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and couldn’t take him with. One more month, one more family. One more month, one more return. With each return, Cosmo’s day to day in our care would change to better suite his needs for an increased quality of life. He would continue to join playgroups multiple times a day, he would go on long decompression walks, participate in scent work, agility, and other training activities. Each dog at Animal Care Sanctuary has a personalized training plan where they work on various skills to help them become “home ready”. During Cosmo’s last return, he entered into a foster home with our long-term Vet Tech, Jill Elston who truly took him under her wing and put Cosmo through a vigorous training schedule he worked hard to master. It was two months later in foster care that Cosmo had yet another family that wanted to adopt him into their family. We decided it would be best that the next family to adopt Cosmo meet him a few times to get to know him, learn of his history, and for us to also understand the family’s lifestyle and plans for Cosmo in order for this to be a successful placement. The family agreed to the multiple meets where they went over to Jill’s house to observe his training progress.

The family decided Cosmo would be a great fit for them and ACS was confident this would be his last and hopefully forever home. We are pleased to share Cosmo has been with his newest family for almost a month with a great post adoption check in. They are continuing his training, and he has acclimated very well. They love him. We are fortunate to have the resources and capacity to be able to work with animals on an individual basis. There will always be dogs and cats that need a little extra time and attention for them to be a successful adoption and we will always do what we can to help get them there.

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WELCOME TO BREATHING SPACE

BY MEG TOBIN

Welcome back to Breathing Space, where we explore nervous system regulation, self-care, and tools for resilience. I’m Meg Tobin, LMHC - a body-centered psychotherapist, retreat leader, and End of Life Doula.

The other day, I had one of those off days where nothing was exactly wrong, but everything felt off. I kept moving from task to task - started a load of laundry, opened my laptop, walked into the kitchen to make tea. I reheated the same cup three times and still didn’t drink it. I kept thinking I was hungry but nothing sounded good. I scrolled. I answered a few texts, half-organized a drawer, forgot to move laundry to the dryer. I wasn’t overwhelmed, just disconnected - foggy, restless, in need of something.

So I sat down, took a breath, and did the thing I always tell my clients to do: I grounded. I engaged all of my senses to get back into the moment. I noticed the sounds of the birds, rubbed my hand on the soft blanket, watched the wind move the trees.

That’s how grounding works. It brings just a bit more calm to the system. It’s not a grand gesture. It’s not a spa day. It’s those small moments of coming back to yourself when everything else is pulling you away.

Did it fix everything? No. But did I stop spinning? Yes. I came back to myself - and that changed the whole trajectory of my day. Even if I had to rewash.

Last time, we talked about why nervous system regulation matters.

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It’s what helps us come back to a sense of safety and calm after stress.

It helps us reset when we’re spinning out, and it gives us more flexibility in how we handle the hard stuff.

One of the most accessible ways to support your nervous system is through grounding.

Grounding is simply a way to bring yourself back to the present moment.

It helps interrupt looping thoughts, worry, or that sense of being spaced out or overstimulated. You’re not trying to solve anything—just reminding your body and brain: I’m here, I’m safe, I can come back.

When you’re ungrounded, it can show up in all kinds of subtle ways.

You might notice: ● Feeling spacey or like you’re not quite here

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● Feeling overwhelmed or under pressure, even when nothing urgent is happening ● Getting easily distracted or scattered ● Feeling more reactive than usual like small things are setting you off ● Racing thoughts or general anxiety ● Feeling foggy, dizzy, or disconnected from your surroundings ● Being clumsier than usual - dropping things, bumping into stuff ● Feeling like you’re floating just outside your body ● Losing track of time or having time feel weird or distorted ● Having trouble tracking conversations or understanding what people are saying ● Struggling to finish tasks or stay focused on one thing ● Waking up tired, even after a full night of sleep ● Forgetting things easily - what you were doing, where you put something ● Feeling stuck in your head or lost in daydreams ● Feeling generally unfocused or checked out If you see yourself in a few of those, you’re not alone. These are normal human responses to stress, especially when we’re not taking time to check in with ourselves. Grounding won’t make stress go away—but it can help you feel more steady and in control while you move through it.

Here’s one simple grounding tool you can use anywhere: 5-4-3-2-1 Grounding Exercise

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{ { BREATHING SPACE} } SHIFT+CONTROL “I noticed the sounds of the birds, rubbed my hand on the soft blanket, watched the wind move the trees. That’s how grounding works.”

This tool uses your five senses to gently bring you into the present.

5 things you can see: Look around and name five things.

4 things you can feel: Notice the texture of your clothes, your chair, your feet on the ground.

3 things you can hear: Listen for background noise—birds, traffic, the hum of the fridge.

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2 things you can smell: Take a slow breath in. Notice anything in the air? Or scratch an orange!

1 thing you can taste: Sip your drink, chew gum, or just notice the taste in your mouth.

What does it shift? This kind of sensory check-in helps your nervous system settle. It brings your awareness out of your thoughts and back into your body. It’s simple, quick, and

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surprisingly effective.

These small practices can help you reset in the middle of everyday life before a big meeting, while waiting in line, or when you’re pacing around your kitchen unsure what you’re even looking for.

What helps you feel anchored when the world feels like too much? I’d love to hear. Send me a DM on Instagram.

Healing Happens Here

Our Services: Individual Psychotherapy Art Therapy Ketamine-Assisted Psychotherapy (KAP) Couple’s Therapy Retreats and Workshops

Upcoming Events: 3/1-10

A Woman’s Soul Retreat to Mystical Ireland

2/14-18 5-Day Nervous System Reset (virtual) 5/17-18 Family Constellations TBD

Men’s KAP Retreat

TBD

KAP Retreat in Puerto Rico

Connect here!

315-516-8466 www.breathingspacepsycotherapy.com www.anamwellness.com Erieville, NY N. Syracuse, NY Greenwich, NY Online throughout NY State ROCHESTER WOMAN ONLINE :: WOMEN ENTREPRENEURS EDITION 2025

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IN BALANCE }} {{ LIFE SHIFT+CONTROL

MINDFUL DATE GUIDE: CANANDAIGUA EDITION

BY KAITLYN VITTOZZI

2024’s Mindful Date Guide featured some special local businesses. I always spend a lot of time in Canandaigua in the summers while teaching Paddleboard Yoga but have been fortunate enough to enjoy it all four seasons this year and experience a few more mindful date ideas I had to share. The drive from Rochester is so doable especially in the summer, but I have a few recommendations of where to stay below if you prefer an overnight escape. This article was written with romantic couples in mind but could totally be done with a group of friend or as a motherdaughter outing.

Before we get too far into this article, I do want to say that in working with couples, usually couples appreciate each other the most when they’re in present to one another. Simply putting your phones down and spending some quality time together without adding any extra expense, can be a date night. I have had couples who in for yoga therapy rave about that time they got a babysitter to go to the laundromat. If you can simply be where your feet are, next to your partner when they can reciprocate, you have an opportunity to build connection. It doesn’t need to require a reservation or a ticket. That being said, if you are looking for some unique experiences, here goes.

Sound Bath with BellaSoul Wellness: Sound Baths have been popping up everywhere the last few years.

Group sound baths are wonderful but a private session is the perfect way to build deep connection for

90 minutes. Tina from BellaSoul will put you and your partner at ease if you’ve never tried one before. Sit or lie side by side as you get lulled into meditative rest and then have time to share and connect afterward.

Expect to leave energized and a little bit giggly. Visit bellasoulwellness. com to book.

Cooking Classes at New York Kitchen: Push yourself out of your comfort zone and try a hands-on workshop at New York Kitchen. They provide everything you need plus instruction in a commercial kitchen environment.

Bonus points if you take the recipe and make it again at home. The restaurant upstairs at New York Kitchen has just been rebranded to The Mezzanine and overlooks the lake so check it out after. Visit NYKitchen.com for the full class schedule.

Yoga on the Lawn at Hotel Canandaigua: Brand new for Summer 2025, Finger Lakes Yogascapes (FLY) has partnered with Hotel Canandaigua for yoga classes on the lawn overlooking the lake. Open to everyone, you don’t need to be a hotel guest to join. These all-levels yoga classes are designed to help you connect with nature and be present to everything that summer in the Finger Lakes has to offer. Enjoy a Monday sunset class and stay for a drink or snack at the Bird Cage bar afterward. Early morning go-getters?

Join FLY at 9 AM on Friday mornings and then grab brunch overlooking the lake at the Cove. Classes are $30 per-person and run through August. Visit tinyurl.com/supyogaflx

to register, classes begin June 2nd.

You might even catch yours truly teaching occasionally.

Walking at Sonnenberg Gardens: Group tours are available at historic Sonnenberg Gardens in the City of Canandaigua, but you can also take a quiet stroll and explore on your own. If you’ve read some of my other articles you know I love a meditation walk. So get quiet and let your senses light up with sights, sounds and smells. Let your feet take you somewhere without an agenda.

On the weekends they do offer wine tastings, you might just notice that your tastebuds feel more open after letting your walk bring in more present moment awareness. Visit Sonnenberg.org for ticket info.

Willowbrook Spa at the Lake House: A little bit of a splurge, but if you want an instagrammable moment book the barrel sauna experience overlooking the lake. More info at LakeHouseCanandaigua.com.

Where to Stay: Bella Rose Bed and Breakfast or Canandaigua Guesthouse Where to Eat: Bon Ami, COHO, Pintxo What did I miss? Drop me a note at PenfieldYogaTherapy.com to tell me your favorite mindful date spot.

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{ { {THE LORI FACTOR SHIFT+CONTROL BUSINESS TALK }}}

HONORING 4 WOMEN

BY LORI BRUTON

WHO TOOK THE LEAD & INVESTED IN ME The LORI Factor encompasses many elements. Today, I will share these 4: L = Leadership; O = Opportunity; R = Results; I = Investments Prior to meeting these women, I was sitting in a corporate cube typing pathology reports. It was sad and draining to transcribe those stories of patients who were diseased and dying. It affected my health and emotions. I needed to surround myself with life, not death.

Mary Starr was a broke college student living on government assistance and food stamps with a student loan payment of over $1,000/month.

Then, she was introduced to a business opportunity that opened doors she didn’t know were possible.

When she got married and had kids, it allowed her the choice to work part-time and be present in those early years without sacrificing income.

Once I was introduced to a better way to support my own health and create cash flow, I said YES! Learning about this opportunity and meeting these amazing leaders changed my life. I had HOPE!

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In a world where competition often overshadows collaboration, these four incredible women chose to lead, invest, and uplift. Today, I honor them.

They didn’t just give me business tools. They gave me belief.

They didn’t just offer advice. They showed up with love.

I’m better because of them.

They are able to afford healthier food, date nights, lots of family trips. When her husband lost his job in 2006 and needed to quit a stressful job in 2014, they didn’t spiral and remained steady. Today, this business helps them not be crushed by the thousands of dollars in expenses monthly for their Autistic son.

Let me share their stories with you, not to impress you but to empower you and show you that surrounding myself and investing in these women has enriched my life.

Mary has invested in herself and leads by example. Her leadership and heart to help others is impacting many lives, including mine. I am grateful and honored that she has invested in

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me and I in her. I know she wants to see me succeed. We have had many adventures together and we continue to learn and earn and celebrate our wins while showing others this path.

April Linton was struggling standing on her feet for hours at her hair salon. She struggled with asthma, allergies, and anxiety most of her life. Then she learned how toxins were harming her and her family.

When she found a better way, she made small changes daily that have improved her life, business, and marriage. She has transformed her health and wealth.

April said, “Our brains want to keep doing what they’ve always done...even if you’re miserable. You are the driver of your bus! Take it where you want...even if you seem cooky-crazy to your friends and family. Chose to make a few healthy changes...stick to them...evolve and become the healthy, happy, prosperous person you were created to be!” I am honored to be on this journey with this loving, caring, faithful soul.

Sarah Harnisch went from poverty to prosperity. She grew up in a poor family with an alcoholic father. Later, she had her own family and struggled, working multiple jobs, living from food pantry to food pantry. Anchoring news is her jam. Beyond that is the day she took this opportunity and ran with it. Despite all the challenges in her health and personal life, she

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SHIFT+CONTROL { { THE LORI FACTOR } “Learning about this opportunity and meeting these amazing leaders changed my life. I had HOPE!”

still shows up and pours into people with compassion. Her belief and conviction are strong. She is a fellow author, who I admire. Sarah has written many books and continues to teach and share tools and resources that pave the way for others. I am thankful for her and her faithfulness and responsiveness despite all she is going through.

Kelly Breuer allows my voice to be heard through The LORI Factor articles. I am thankful for her invitations, events, magazines, and all she offers entrepreneurs empowering them to lead in their own way. Kelly creates connection, collaboration, and celebrations. Her belief in me, her support, her tireless efforts to

pull everything together results in true transformation and helping businesses thrive.

Thank you for allowing me to express my gratitude and appreciation for each of these gifted, generous, faithfilled women. We have invested in one another and have reaped rewards.

All of us are unique and have a lot to offer. If you are reading this, let me extend my hand to you and guide you.

You get to be you and develop your path to success. First, I needed to support and strengthen my health while creating cash flow. It’s a must have daily for me. See for yourself – START HERE. Are you looking for more freedom, better health, and increase in your finances? Let’s talk.

Thank you for your time and attention.

What I learned is I didn’t have to copy anyone or keep up their pace.

I had the freedom to run my own race. I get to choose who to surround myself with and which systems, tools, and resources to use.

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Dogfather Music

Because you only have one shot to create an unforgettable day

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