Meet The Women Who Used The Stillness of 2020 to Build Businesses Bigger Than Themselves

Founder Stories

Jul 27

Entrepreneur women who followed a spark during the pandemic and built what today are thriving businesses aligned with their authentic selves.

When the world shut down in 2020, many of us paused, some out of necessity, others out of burnout, heartbreak, or sheer uncertainty. But for a remarkable group of women, that stillness sparked something far greater than survival. It planted the seeds of clarity, creativity, and bold reinvention. In this feature, we spotlight women who didn’t just pivot; they built. Not because the timing was perfect or the circumstances ideal, but because they recognized a need in their own lives, and chose to fill it themselves.

These founders didn’t wait for permission or a proven roadmap. They created products, services, and communities that were missing not just in the market, but in their own experience. Whether it was launching a coaching practice after leaving a corporate job, starting a brand from their kitchen table, or finally turning that idea they’d been sitting on into something real, their stories remind us that entrepreneurship isn’t always about scaling fast or going viral. Sometimes it’s about tuning in, listening closely, and building the thing you wish existed.

Consider this a permission slip to follow your own spark. These stories are full of lessons, inspiration, and honest reflections from women who took the leap, and never looked back. Today, they can proudly say the status of their businesses has surpassed their expectations. We interviewed each of these amazing entrepreneurs to find out exactly how they did it…

Carin Riekes Parcel - Owner/Founder of Carin Susann Designs Fine Jewelry

Q: What were you doing professionally before 2020?

A: I was a former Intellectual Property Attorney. After law school I practiced, then took time off to raise a family. I began being interested in gemology while working in law. After moving cities and settling down, I went back to law school to receive an advanced law degree in IP and worked in legal recruiting. All the while I was studying gemology over the years and working here and there with other jewelers to keep a foot in the industry. Then I launched my design and retail business during the pandemic.

Q: What changed for you in 2020? What were you feeling, processing, or experiencing that led to this shift?

A: My views on quality of life changed dramatically. I began to value time with my family in a new way and gained appreciation for the value in doing something you enjoy. At the same time, because I was no longer driving carpools, attending kids' and spouse-related events, volunteering or participating in my sports and social groups, I gained a new perspective on the value of time. Being idle was a blessing in some ways because I was able to slow down and appreciate this time, but on the other hand, there was a sense of wanting to fill the time with something meaningful. The shift was realizing that time can be savored and at the same time not wasted. I had space to consider what it would be like to dive into a business based on a hobby/interest. I didn't know if I would ever receive this gift again so I took the steps to start.

Q: Tell us about your business today. What do you offer? Who do you serve?

A: I design and sell fine jewelry using gold and diamonds. I offer unique but timeless products hand crafted in the United States by family run or female owned businesses, made to order using quality and often times recycled or repurposed materials. My designs offer pieces along the spectrum of every day or special occasion jewelry depending on the style and preferance of the wearer. Jewelry design is an art and can speak to a huge audience while at the same time only capture a certain style or personality; so I serve the buyer who resonates with a design for any number of reasons. My products can be used to mark a memory, celebrate a milestone or moment, honor a loved one, or my favorite, treat one's self or reward reaching a goal. It feels meaningful to me to provide an item that people earn or are gifted to celebrate life and a story, oftentimes to be passed down to others later. Jewelry is a luxury item, there is no question it is not always a necessity; but it has the power to make people smile for myriad reasons. If I can be part of that smile, celebration, memory, or goal, I'm here for it!

Q: What has been the most unexpected result of saying yes to this path?

A: As the demands of post pandemic life resume, time is no longer on my side to contemplate, consider and go slow. The learning curve of owning a business in a new industry (one I wasn't born into and have no built in support for) continues to challenge me in new ways.

Q: What advice would you give to someone sitting with an idea right now, unsure whether to pursue it?

A: I've learned there are many types of people when it comes to entrepreneurs and each type has their own reasons for hesitating or procrastinating (for me it was being a perfectionist and feeling like I needed ALL the info/certifications/admin, etc in place before doing anything). I would say, evaluate your personality and temperament to understand what road blocks or challenges you are purposefully putting in front of you to NOT do it. Once you've identified that, reach out to networks, support systems, others to guide you away from those hurdles or to help you jump over them. Get outside your head and ask for help.

Follow Carin Susann Designs Fine Jewelry:

Website: carinsusann.com

Instagram: @carinsusanndesigns

Hope Firsel - Divorce Coach for Women

Q: What were you doing professionally before 2020?

A: Before 2020, I worked at the intersection of human behavior and communication. I earned a master’s degree in Organizational Behavior from The London School of Economics and became certified as a life coach. While I remained professionally engaged, my primary focus for many years shifted to raising my two boys and bravely navigating a battle with cancer. That season of life taught me resilience, presence, and the power of prioritizing what truly matters.

Q: What changed for you in 2020? What were you feeling, processing, or experiencing that led to this shift?

A: In 2020, while the world was shutting down, my 18-year marriage was also coming to an end. I found myself alone, scared, and uncertain about what the future would hold. In the midst of navigating the divorce process during lockdown, I joined a small virtual group of women also going through divorce. Some of us took our Zoom calls from closets, others from cars—creating sacred spaces in the chaos. We shared the raw truth of our pain, our resilience, and our longing to rebuild. Those calls became a lifeline. They helped me begin to process my own divorce and ultimately inspired me to support other women doing the same. That year was both a breaking—and a becoming.

Q: Tell us about your business today. What do you offer? Who do you serve?

A: Today, I’m a certified Divorce Coach for Women. I offer private coaching, group programs, and a divorce recovery program for women who are navigating or healing from divorce. Many of my clients are facing a sea of unknowns—emotionally, financially, and spiritually. I help them reclaim their identity, set healthy boundaries, find their voice, and build a beautiful life on the other side of divorce. This work is deeply meaningful to me because I’ve walked the same path. I know what it feels like to be lost—and I also know what it feels like to rise.

Q: What has been the most unexpected result of saying yes to this path?

A: The most unexpected result has been how connected I feel. Divorce can be so isolating, but through this work, I’ve found a community of courageous, brilliant women who are rewriting their lives on their own terms. I’ve also built incredible collaborations with divorce attorneys, therapists, and financial experts, allowing me to serve my clients holistically. Personally, it’s been healing to transform my pain into purpose. I never imagined that my greatest wound would lead to my life’s greatest work.

Q: What advice would you give to someone sitting with an idea right now, unsure whether to pursue it?

A: Start where you are, with what you have. Your idea doesn’t have to be perfect—it just has to be honest. Often, the thing you’re most afraid to share is exactly what someone else needs to hear. Let your lived experience be your compass. If it feels meaningful to you, it will find its way to the people who need it. Say yes before you feel fully ready. That’s where the magic begins.

Follow Hope Firsel:

Website: hopefirsel.com

Instagram: @hopefirsel

Lenna Lou - Founder of The L Factor Ltd

Q: What were you doing professionally before 2020?

A: I was born in Hong Kong, where I built a rewarding career in finance. A few years after the handover, my daughter began struggling in school. She needed an environment that encouraged learning and not just textbooks. When we found the right school in UK, I packed up our lives and relocated within two weeks. No job. No accomodation. But she had a place in school and that was enough. I rebuilt my career through consulting and headhunting, then I joined a startup. It was the most transformative journey of my life. Touching every area of the business, from marketing and strategy to funding and stakeholder engagement. Two years later, it was acquired. Since then, I have worked with startups across sectors from InsureTech to FoodTech as a business advisor. When the pandemic hit, I leaned into virtual networking and realised how many business owners were trynig to navigate change without a trusted advisor. That's when I knew, this is the work I'm meant to do.

Q: What changed for you in 2020? What were you feeling, processing, or experiencing that led to this shift?

A: When the pandemic hit, like many others, I lost work and found myself feeling isolated. In that stillness, I turned to virtual networking, not with a plan, but out of curiosity and the need for connection. To my surprise, I was good at it. I rebuilt my client base, found new opportunities, and eventually joined a board as a Non-Executive Director. Through countless conversations with founders, CEOs and investors, one thing stood out, they didn't just need advice, they needed someone they could trust. Someone who could help them navigate change, raise their profile, and build meaningful networks around them. That's when I found my voice, not just as a business woman, but as a female entrepreneur, an Asian, a mother, a daughter. I realised how many leaders feel unseen or unsure of their path. Especially those who don't fit the traditional mould. I wanted to support them. To help them show up with clarity and confidence. And to remind them that leadership doesn't have to look one way.

Q: Tell us about your business today. What do you offer? Who do you serve?

A: Today, The L Factor is more than business mentoring. It's about championing leadership in all it's forms. From supporting future leaders as they rise, and guilding established ones as their businesses grow, shift and evolve. As its core, it is a place for continuous learning and development. But not just for one kind of leader, for all. We work with those from underrepresented backgrounds, including ethnic mintorities and the LGBTQIA+ community, helping them lead with clarity and confidence in a world that doesn't always see them. We also partner with investors who are rethinking what impact and innovation look like. Together, we explore the future of leadership and investment in a fast changing, tech driven world.

Q: What has been the most unexpected result of saying yes to this path?

A: There's nothing more fulfilling than watching my mentees bloom and witness those breakthrough moments when something clicks. They than begin to lead with renewed purpose. Those moments are what I wake up for each day. For me, mentoring is just as much about personal growth. It's a privilege to be a trusted advisor to the modern leaders of today and tomorrow. To help them find their voice, navigate change, and step into their full potential. My role is to offer the tools, strategies, and perspective that elevate them, not just in business, but in how they lead, influence and grow.

Q: What advice would you give to someone sitting with an idea right now, unsure whether to pursue it?

A: For someone feeling stuck, uncertain about their next step, or questioning their current path, the most important thing is having someone who truly listens, someone who can reflect back not just what's said, but what's it really meant. I've seen the power of that firsthand. One of mentees had spent years in a corporate role where they excelled. It was comfortable, familiar, but they felt stagnant. They weren't growing, learning or being heard. Through a few honest, focused sessions, they found the clarity and courage to take the leap and start their own business. Today, they're thriving, building something meaningful and growing in ways they never thought possible. That's the kind of transformation I aim to support every day.

Follow Lenna Lou:

Website: thelfactorltd.com

LinkedIn: L Factor Ltd

Leila Spann - Owner/Founder of enbloom Marketing

Leila Spann from Enbloom Marketing — *Leila Spann, Owner/Founder of enbloom Marketing*

Q: What were you doing professionally before 2020?

A: Before 2020, I was building a career at the intersection of content, strategy, and brand marketing, primarily in the technology and SaaS startup space. I led a team of content strategists and managed external promotional partners for a SaaS brand, overseeing the development of campaigns that were equal parts data-driven and emotionally resonant. My role helped shape how the brand showed up across channels and how it connected with customers at every stage of their journey.

Earlier in my career, I worked with iconic brands like Ball® and Kerr® Mason jars, where I managed national marketing initiatives that blended physical and digital experiences. This included planning and executing in-store activations, coupon strategies, and promotional campaigns in major retailers like Walmart, Target, Hobby Lobby, and ShopRite nationwide. It gave me a deep understanding of shopper behavior, retail strategy, and the power of storytelling in even the most tactical marketing efforts. 

In early 2020, I was fresh off a layoff and, like many others, navigating a rapidly shifting landscape. I quickly landed a role at an insurance agency in a digital marketing position. While I was grateful to have stability during uncertain times, the environment was rigid, creatively stifling, and heavily micromanaged. I knew it wasn’t a place where I could grow or thrive for long. That chapter, though challenging, was clarifying. It pushed me to think deeply about the kind of work I wanted to do, and the kind of impact I wanted to have. It became the catalyst for a more intentional and purpose-driven path forward.

Q: What changed for you in 2020? What were you feeling, processing, or experiencing that led to this shift?

A: 2020 was a pivotal year that shifted everything for me. I was recovering from a layoff, adjusting to a new job that felt creatively unfulfilling, and sitting with the realization that I was in a space that didn’t reflect my purpose or potential. At the same time, I was on the brink of a major life change: what I didn’t know then was that I was about to enter a season of engagement and wedding planning. Like many in 2020 I was processing a lot, professionally and personally. I felt stuck in a role that didn’t allow me to lead, grow, or create in meaningful ways. And underneath the busyness of work and life, I was questioning if this was really it, if this was what my career was supposed to feel like. That tension led to clarity. I knew I was capable of more, and I started to imagine what it could look like to take my skills, experience, and vision into my own hands. That season became the quiet beginning of my shift into entrepreneurship, a decision rooted in self-trust, creative freedom, and the desire to build something that aligned with who I truly am.

Q: Tell us about your business today. What do you offer? Who do you serve?

A: enbloom is a brand strategy and storytelling agency that helps entrepreneurs, creatives, and small business owners clarify their message, connect with their audience, and market with meaning. We serve purpose-driven brands who are ready to grow, but want to do it in a way that feels aligned, intentional, and true to who they are. Our services include brand strategy, messaging development, website and campaign copywriting, marketing audits, content strategy, email marketing, and funnel consulting. Whether we’re building out a nurture sequence or refining a founder’s brand voice, everything we do is rooted in the belief that good marketing starts with a strong, human story. We help founders and marketing teams move past reactive marketing, the kind that kicks in only when sales stall, buyers seem confused, or your messaging feels like frustrating guesswork. At enbloom, we replace scattered efforts with clear, consistent strategy that’s grounded in insight and driven by connection.

Q: What has been the most unexpected result of saying yes to this path?

A: The most unexpected, and beautiful, result of saying yes to this path has been how much it’s brought me back to life. Starting this business didn’t just shift my career, it helped me heal from postpartum depression and reconnect with parts of myself I thought I’d lost. enbloom became more than a brand; it became a mirror, constantly reflecting back the potential, strength, and vision I had been playing small with for far too long. This work has expanded my mindset in more ways than I can count. It’s challenged me to stop shrinking, to own my expertise, and to fully step into the visibility and impact I know I’m here to make. It’s been a deeply personal transformation that’s given me my power back.

Q: What advice would you give to someone sitting with an idea right now, unsure whether to pursue it?

A: Start where you are, even if it’s messy, confusing, uncertain, or small. That idea came to you for a reason. Find a away to honor it. You don’t have to have the whole path figured out to take the first step. In fact, most of us don’t. Clarity comes through action. If you're feeling fear or self-doubt, that doesn’t mean it’s the wrong idea, it often means you’re on the edge of something special. Give yourself the chance to explore it, even quietly at first. The longer you sit on your idea, the heavier it gets. But once you start, even with one small move, it will start to show you what it can become. You might just realize, like I did, that what you're building isn’t just about a business. It’s about becoming more of who you really are.

Follow Leila Spann:

Website: enbloommarketing.com

Instagram: @enbloommarketing

LinkedIn: enbloom Marketing