9 Women entrepreneurs share their stories and wise advice

Antonia Saint Dunbar - Co-Founder of Antonia Saint NY

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Her pain became a solution for other women

The idea for Antonia Saint NY came as I was walking to the headquarters of my previous company THINX, on the far West side of NYC in the Starrett-Lehigh Building (famed headquarters at the time for Ralph Lauren and Martha Stewart, among others) where there was no train or easy access. My feet were killing me from the long walks and the lack of supportive footwear. I was down to one pair of shoes in my closet (even though I owned many more) that were cute and comfortable enough to get me successfully through a day and night of meetings without pain. I was finding that beautiful shoes were notoriously difficult and disruptive to my peace of mind, and comfortable shoes were unacceptably unattractive. 

I dreamed of a better way, and just like when I led the creation of the revolutionary products and technology at THINX that launched a worldwide movement, the spirit of good design and the necessity for this solution compelled me to create the patented Slim SoftSurround System that is experienced in every pair of Antonia Saint NY shoes that are handmade in Spain today. I came to truly understand that our foundation should be strong, and our shoes soft, so that we could all move about our daily lives fully in the present moment, and not be hindered by any pain from something as simple as our footwear. 

Wise and practical advice

When I began, I did not have an MBA or any other means of having a clear understanding of contract mechanisms that could be very disadvantageous to founders. For instance, it’s important to know what By Laws govern your company, what rights do you really have to inspect documents, or to have an ability to make your vote matter, and can you really meet the demands of things like a “cash call” if they occur? Also, if you are about to sign any contract, make sure that the version you looked at three weeks ago is the exact same one you are signing three weeks later, and that no changes have occurred that you have not been made aware of. 

When you hold equity that retains great value that can impact your family’s life, the most important thing you can do is to read every line of every contract to understand what protections you really do have, and if there is a path to actually benefit from the equity you have. For instance, one Million shares might sound great on paper, but if there is no liquidation event that can allow you access to the value of those shares, you could very well be stuck with a lot of wealth on paper but none in your bank account so you could still be tethered to a quality of life that is much lower than you had worked so hard for.

Jennifer Villegas Sanford, Founder/CEO of Shimmer Chef

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Her Journey to create products that make us healthier and happier

From the very beginning, I've been motivated to protect and inspire my four daughters, and I wanted to create something that makes us all healthier and happier. I knew the Shimmer Chef routine itself was healthy and clean in every way, and when I saw the impact these products had on my daughters and me—the original test group!—I realized this was something that could benefit so many people. That’s when I seriously committed myself to producing these formulas for others. It makes me very proud to share my grandmother’s Mexican folk medicine, which is the inspiration and truly, the backbone of all my recipes.

The excitement and interest about Shimmer Chef keeps motivating me to grow even more. I truly believe that we have something special with these formulas. At the very least, I’m proud to be educating people about what their skin needs and the importance of safe, skin-friendly ingredients. It was such an honor to earn the Made Safe Certification seal as it recognizes the painstaking effort we put into creating effective and safe formulas. We all deserve to have trustworthy and safe products, and I’m very proud that other women are stepping up for us as well.

Hopes to inspire her daughters and others

Although I’ve been working over the past seven years to bring Shimmer Chef to life, I still feel like I’m at the very beginning of the entrepreneurial journey. I’m constantly looking for advice and inspiration from women who are ahead of me in their business ventures. I love to see how they’ve succeeded and what they’ve learned along the way.

It would have been wonderful to have someone hand me a blueprint for navigating the inevitable hurdles and pitfalls, but what I’ve seen and heard from others is that there are so many unique routes to becoming a successful entrepreneur. I believe it’s just a combination of timing and having a product that’s filling a need. My hope is that Shimmer Chef has surfaced at the right time, and I’m certain that our products fill a much-needed gap in the industry. I believe in honest, healthy skin, scalp and hair care made entirely without impurities or shortcuts. It’s really that simple! With luck, I might one day inspire other women (including my own daughters) on entrepreneurial journeys of their own.

Nicole Cuervo, Founder/CEO of Springrose

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Inspired by her grandmother Rosita in Argentina

Springrose was founded and named in honor of my grandmother Rose (Rosita), who experienced chronic pain daily and as a result struggled to put on her bra. It struck me as ridiculous that someone so capable and independent would struggle because of something so commonplace, so I decided to buy her an easy-on bra as a gift. Yet when I went shopping, I couldn't find any options in stores or online, and the only marginally easier bra was hideous. I decided that was unacceptable, so I started Springrose, a brand designing functional, stylish and comfortable easy-on bras for women with limited mobility.

Advice for her past self

I have so much advice I would give myself when I started. 

The most important ones are:

• Surround yourself with people who are in a similar business but 2-3 years ahead of you. They'll have the best and most actionable advice.
• People and connections are what will move your business forward, so make sure you invest in nurturing relationships, but don't force it if you don't gel well with someone. 
• Rarely is something set in stone, so negotiate everything and make sure to have clear expectations and deadlines set upfront.

Hilda Mera Zea, Co-Founder/CEO S&A Auto Repair

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The desire for a better life

One of my biggest motivations for starting my own business was the desire for financial independence and a better work-life balance. Being my own boss has given me the freedom I was looking for, along with the opportunity to make a meaningful impact on my community. More than just building a business, I am committed to creating a lasting legacy for future generations. By embodying faith, resilience, and empowerment, I strive to inspire others and contribute to a better future.

What she wished she knew when she started

When I started my business, S&A Auto Center (formerly S&A Auto Repair), I had no prior knowledge of how to start or manage a business, and I had no money. Looking back, I wish someone had told me the importance of financial stability, delegation, market research, and investing in education. Had I understood the value of financial stability, I would have made more strategic decisions early on. If I had learned to delegate sooner, I wouldn't have felt the need to do everything myself, which would have allowed me to focus on growth. 

Market research would have helped me make more informed business decisions, and investing in my education would have accelerated my learning and development as a business owner. However, I have no regrets. Every challenge and obstacle made me stronger and wiser. The lessons I learned through experience helped me build my business and bring it to where it is today. Now, as I work toward becoming a franchisor, I carry these lessons with me, using them to shape a business model that is stronger, more efficient, and built for long-term success.

Daniella Levy, CEO of Happy V

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A personal struggle that many women encounter

I started Happy V out of necessity—both personal and for the millions of women struggling with recurring vaginal infections like Bacterial Vaginosis (BV) and Yeast Infections. These aren’t rare issues; they’re some of the most common vaginal health problems, yet the solutions available have barely evolved. Doctors often prescribe antibiotics that can disrupt the vaginal microbiome, leading to an endless cycle of infections. Growing up as a Latina, vaginal health wasn’t something openly discussed, and like many women, I was left to navigate it alone. 

I quickly realized the market was flooded with products that did not effectively get to the root cause. That’s why I built Happy V—to challenge the outdated approach to feminine wellness and create science-backed natural solutions that help women break free from this cycle. No more band-aid fixes, no more stigma—just real answers for a problem that’s been ignored for too long.

What she learned along the way

I wish someone had told me that patience and resilience are just as important as strategy and execution. When you’re building something from the ground up, there will be setbacks, unexpected challenges, and moments of doubt. It’s easy to compare your journey to others and feel like you’re not moving fast enough. But real, sustainable success takes time. I’ve learned that the best way to push through is to stay focused on your mission, listen to your customers, and be adaptable. Also, surround yourself with people who truly believe in your vision—having the right team and mentors makes all the difference.

Nicol Varona Cancelmo, co-founder of Ocoa

A business created by sisters

We started our business because we wanted to create better curly hair care to help Latina women like us let go of the “pelo malo” narrative and embrace who they are born to be. We saw a need to create nourishing products to hydrate curls with a simplified routine.

We were tired of having to pile on curly hair products to get great results so we set out to create our OCOA 4-step kit. Our kit includes our Curl Care Shampoo, Curl Care Conditioner, Hydrating Curl Cream and Defining Styling Gel.

Don't focus on the shiny things at first

The main thing we wish we heard was to take time to establish our foundational and operational processes early on. Sometimes as new business owners we spend time on the shiny things like social media without first figuring out SOPs or processes that can help your business grow more efficiently and sustainably.

Esmeralda Gonzalez, founder of Milo and Mimi Travel

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Designing her own lifestyle

I was driven by a desire for independence and flexibility. I wanted the freedom to create something meaningful on my own terms—without being tied to a traditional 9 to 5. 

Entrepreneurship allowed me to build a career that aligned with my passions while giving me the flexibility to prioritize my life outside of work.

Invest in your future

Trying to do everything yourself doesn't actually save you money. What feels like a cost saving decision often ends up being more expensive in the long run—whether it’s wasted time, burnout, or eventually paying someone to fix what could have been done right the first time. I wish someone had told me early on that investing in the right help and resources from the start is not an expense, it's a shortcut to growth.

Claudia Snoh CEO/founder of Kloo

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A business inspired by her mom's experience

The story of Kloo began through my mother's extensive 15-year journey in the coffee industry as a roaster, barista, and Q Grader. During COVID, while I was working on a response project at McKinsey and lamenting about the lack of access to good coffee, my mother had been quietly experimenting with what would become our proprietary brewing process. When she shared her prototype concentrate with me, I was instantly struck by its exceptional flavor profile, smoothness, and the distinct origin notes that shone through – all without requiring any special equipment or technique to prepare. 

While that first taste convinced me this was something that needed to be shared with the world, it took another year or two before we decided to turn this passion into a business together. What's remarkable is that even though I was amazed by those initial prototypes, our current Craft Coffee Concentrate has evolved through hundreds of iterations to become even more exceptional.

Follow your own path

The advice I'd pass along to other entrepreneurs is to thoughtfully consider what path is right for you and your business, rather than following what others are doing. Just because fast growth is celebrated and appears sexy doesn't mean it's the right approach for your specific situation. Sometimes, the patient, deliberate path leads to more sustainable success and greater fulfillment.

Angelina Garcia, founder/CEO of Y-Not

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She knew from a young age

I remember it like it was yesterday, standing on the front lawn of my aunt's house when I realized that I was destined to be an entrepreneur. I was only 13 years old.

Her advice

My advice is to focus on the journey rather than just the destination. Be present and embrace every moment, including the hard and painful times, because it is all part of your growth. Each challenge teaches you something essential, and until you learn that lesson, similar obstacles may keep recurring. Don't fear the difficulties—they all contribute to where you're meant to be in the end.