For Regina Range, business ownership is more than a profession: it’s a path to wellness for her family and her community. A mother and grandmother, Regina has survived domestic violence, being unhoused, and mental illness, but always believed in the power of homemade food to nurture the body and soul.  With her event catering business, The Burnt Skillet, Regina offers soul food inspired by the cuisine of her childhood–but with a plant-based, organic twist. Regina’s journey to thriving as a business owner has been long, as she’s balanced economic uncertainty with concurrent diagnoses of Bipolar II Disorder, Obsessive Compulsive Disorder (OCD), and Type II Diabetes.  

This year, in search of deeper support, Regina joined the Women’s Business Center’s Preparing for Harvest: Mental Health for Entrepreneurs 10-week course with business mindset coach Asia Hilario. With the resources and guidance provided during the series, Regina has come away empowered to take her business to the next level. 

THE BEGINNING OF A MOVEMENT

Before she owned a vegan catering business, Regina Range sold sweet potato pies from the trunk of her car. At the time, Range was experiencing homeless, living with undiagnosed mental illness, and, as she describes, hustling to get by. For her, getting by meant sharing the food she learned to cook in her childhood. “Food has always been embedded in my soul,” she says. “I was born to do this.”  

Eventually, after working with a psychiatrist and beginning treatment for her diagnoses of Bipolar and OCD, Range was able to get an apartment at Folsom Oaks Apartments Permanent Supportive Housing (PSH). She also began advocating for mental health education in the Black community. “In my culture it was something we didn’t do,” Range says about seeking mental health treatment. “We didn’t talk to psychiatrists. We’d already been put down, let down, ostracized.”    

As she found stability and identity as a champion of her community, Range also had the capacity to focus more on sharing her cooking. She developed her vision for a soul food catering truck, and joined the Alchemist Community Development Corporation’s Microenterprise Academy at the end of 2019.  The program gave Range the education and resources to finalize her products and launch a food business, but after receiving a diagnosis of Type II Diabetes, she felt the need to reevaluate her approach to cooking.   

“I thought my diagnosis would be fatal,” says Range. Left unmanaged, Type II diabetes can double the risk of developing cardiovascular disease. “But in the [Alchemist] class, I learned about the concept of pivoting: to change, to rearrange, to uplift.”

COMMUNITY ROOTS, ORGANIC PRODUCE

As she continued to educate herself on the diet-related conditions that persist in the United States, Range realized that many, Type II diabetes in particular, disproportionately affect Black Americans: Black adults in the U.S. are nearly twice as likely to develop Type II diabetes, and recent research indicates that obesity and overweight are driving factors of the prevalence of the disease. While a variety of socioeconomic factors contribute to these conditions, the opportunity for Range to make a positive impact with her business became clear. She learned about the health benefits of the plants used in traditional soul food: black-eyed peas, collard greens, mushrooms, onions.   

Range began to “veganize” her recipes, removing animal-based fats and processed meats and making them more plant forward. She started her own garden and tapped into community resources to source organic vegetables and legumes. By changing her own diet, Range saw marked improvements in all of her symptoms, from depression to glucose levels. Soon, The Burnt Skillet had gone from a catering business to a social enterprise leading a movement to empower her community. “I always thought we could never afford organic,” she says, reflecting on her connections with community gardens and pantries. “That’s where the change is gonna come: showing people that you can afford to eat clean on a budget. It’s a movement.” 

CONNECTING WITH THE WBC

Even with an unwavering vision and positive changes, Range knew that managing her particular set of health circumstances would be lifelong work. “I’ve had to redesign and refocus my life just to feel good,” she explains. “To get up in the morning and say ‘Yes, this is my day. I’m gonna get it done.’”  She turned to the Women’s Business Center during one of her periods of refocusing.  

Through the Preparing for Harvest series, a 10-week course offered at no cost to business owners, Range did deep work with Business Mindset Coach, Asia Hilario, and a cohort of other women in business. The series focused on helping entrepreneurs dig deep to uncover the root causes of imposter syndrome, burnout, and anxiety and had worksheets and homework that kept participants accountable for reflecting and creating new plans. “Many entrepreneurs don’t realize that a lot of their thoughts, actions, and beliefs are rooted in childhood, trauma, or other past experiences,” Hilario explained in an interview about her approach to the series curriculum. “We have to dig into what identity we’re anchored to that is keeping us from doing what’s good for us.”   

For Range, the consistency and validation that the course provided came at a pivotal time. As she explains it, she had been in a manic state and in need of something to help her redefine the direction of her business and her life. The course helped Range set boundaries, examine the reasons for her fear of success, and learn sustainable tools for managing her mental health on a daily basis.  

“[The course] helped me recenter, redirect and redesign Regina Range. I carry it with me every single day,” she says. “Now I got nothing but goodness in front of me.” 

LOOKING UP AND MOVING FORWARD

The future as described by Regina Range is bright. As she builds her business through catering events, Range is planning to, as she describes it, “build a utopia”.  She hopes to secure a lease on a brick and mortar space where she can host a cooperative grocery store, cooking classes, and offer housing and employment to unhoused women.  

By making the most of the resources available, Range has doubled down on her lifelong mission of bringing people together through homemade food. “I’m prepared to pour into the community – y’all have no idea how beautiful the world is,” she says. “The fear of being successful is no longer there. I buried that with this course. I was so scared of having anything, but it’s shining now because I did the work.” 

During the Covid-19 lockdown, Lonje Deschamps was in a unique position to evaluate her career trajectory.  She and her family were returning to her hometown of Sacramento after several years in the Bay Area, and she was able to take some time away from her full-time job. After years in social services and nonprofits, Lonje knew that she was ready to shift her focus from a public-facing role to focusing on more administrative and operational tasks. She began assisting small business owners she was already connected with, and the idea to create her own business was formed.

 “Because of my background in social services, I am able to understand a wide variety of people’s needs,” explains Lonje. “I reflected on all of the tasks that I really enjoyed from my past jobs, and that became what LD’s Business Services encompasses.”  

Applying her background in nonprofit management, social services, and human resources Lonje helps small business clients organize and elevate their operations. She provides business owners with grant writing and research services, copywriting and marketing strategy, employee recruitment and hiring, and is also a certified Notary Public. Through this wide and evolving scope of services, Lonje acts as a “virtual assistant”, empowering entrepreneurs to focus on the elements of their business about which they are more passionate. 

Building Community

An organized and ambitious person, Lonje knew the logistical steps she needed to take when she was ready to start her own business. She acquired the proper licenses and certifications, but didn’t take the idea beyond those initial steps. Ultimately, it was the guidance and encouragement of her Women’s Business Center (WBC) counselor that prompted her to launch publicly. “My counselor showed me how focused I was, and it was great to have someone to bounce my ideas off of,” says Lonje, adding that even with her own motivation, external support was a huge benefit. “We all need support and for someone to tell us we’re on the right track.”  

With this confidence, Lonje launched her website, began marketing her services and building her client base. By maintaining her connection to the WBC, Lonje has received client referrals and built a community of likeminded women business owners. Lonje has been a regular member–and a guest speaker–at the WBC’s monthly Motivated Entrepreneur networking events, which she says has kept her engaged and inspired. “Having other women that are in varying stages of business ownership to collaborate with and talk to helps you not feel alone,” she says. “The most important thing has been the camaraderie, because I’m already a structured person. Being able to discuss issues and successes has been very helpful.” 

“It Keeps My Brain Active”

Lonje currently maintains a full-time job while operating her business, but she is excited to continue building something based off of her own vision, with total creative freedom. “My business allows me to constantly evolve and pivot,” says Lonje. “It keeps my brain active.” 

Moving forward, Lonje hopes to expand her offerings to include more training for business owners, including an online grant writing and research course, and Diversity, Equity and Inclusion training. “Working with the WBC has helped me be comfortable with the constant evolution of my business,” she says. “I am excited to keep growing.”   

It is with heavy hearts that the California Capital FDC staff remembers the legacy of our founding President and CEO, Mr. Clarence Williams. Clarence passed away on May 8, 2023. Clarence was the President and CEO of California Capital FDC from 1982 until his retirement in 2019, and continued to serve as Board Chair until his passing.

Over the course of over five decades, Clarence dedicated his career to promoting racial and economic equity and justice. A trailblazer in the field of small business, community and economic development, Clarence was a recognized authority on advancing access to capital and resources for small business owners from historically  underserved communities. During his tenure, California Capital grew from a non-profit corporation dedicated to administering the California Small Business Loan Guarantee Program to a Community Development Financial Institution (CDFI) with three vibrant technical assistance programs and a mission-based direct lending program. In addition to creating equitable underwriting practices during his time with California Capital, Clarence was also a founding Board member of the Sacramento Black Chamber of Commerce, a longtime board member of the California Reinvestment Coalition, Sacramento Region Community Foundation, and the National Community Capital Association (now Opportunity Finance Network).

A dedicated and humble steward of California’s small business ecosystem, Clarence will also be

remembered as an inspiring and spirited leader. Throughout his career, Clarence was a trusted speaker at community events and a natural matchmaker, often fostering connections between stakeholders in civil society, elected offices, and the private sector. Indeed, Clarence was a generational visionary whose living legacy persists not only in fond remembrances, but in the work that continues to be undertaken by the organizations he built and the individuals he mentored.

To be sure, Clarence will always be thought of as a dear friend and mentor to multiple generations of changemakers. In addition to his busy professional life, Clarence was also an active member of the Allen Chapel AME Church for over 50 years. Clarence will be missed by his community members and family in Sacramento, and his family in his home state of Ohio.

Every day, California Capital FDC staff seeks to honor Clarence’s vision through our work of supporting small business owners and championing increased opportunity for underserved populations. We are grateful to have been led for so many years by such a gracious and innovative soul.

In Clarence’s memory, donations can be made to Allen Chapel AME Church, the Sacramento Region Community Foundation or California Capital FDC-Clarence Williams Community Benefit Legacy Fund.

Michelle Duong, founder and CEO of Local Fresh Eats, knows firsthand what goes into environmental stewardship. Working as a conservation scientist for over 10 years at local and global organizations, Michelle developed a “big picture” perspective on humans’ relationship with Earth’s natural resources. Seeing that the largest impact on land use comes from food production, she began to seek out farms that espoused practices of regenerative agriculture–a land management philosophy that recognizes the interconnectedness of ecosystems through farming techniques that benefit biodiversity, soil health, waterways, and more. “There are farms that are already managing the natural resources on their private property, but how is it affecting their bottom line?” explains Michelle. “It’s almost like they’re making a sacrifice, and I wanted to provide market incentive and reward farmers for doing that and make it easier for consumers to find those farmers.” Michelle knew that, for regenerative practices to spread, someone would have to bridge the gap between environmentally minded producers and consumers.     

With this in mind, she founded Local Fresh Eats, a grocery delivery service that provides regular deliveries of fresh, seasonal goods to subscribers.  Michelle works directly with farmers to exercise her expertise and provide her customers with quality products and opportunities for education beyond what is commonly available.    

THE CHALLENGE 

With a clear vision for her online farmers market, and a list of farmers in the Greater Sacramento area from whom to source, Michelle began working on the technical aspects of running a business.

A typical Local Fresh Eats delivery.

As a first-time entrepreneur, Michelle knew she would need assistance from the start.  She had begun a simple business plan, but questions of choosing a legal structure, licenses, permits, and insurance needs persisted. She connected with the California Capital Women’s Business Center (WBC) and was matched with Business Counselor Prashante Bailey.  

THE GAMEPLAN  

Michelle worked with Prashante to lay the foundations of her business. With expert guidance, Michelle completed her business legal filing, worked on financial projections, developed a marketing strategy, and built a website. In November of 2022, Michelle made her first deliveries through Fresh Local Eats, and continued working with the WBC to refine her operations and marketing strategy.  

A key focus of her business strategy since launching has been to increase revenue by keeping overhead costs low. “I love that the WBC takes a holistic approach, helping in so many aspects of being an entrepreneur,” says Michelle. “It’s been essential for helping me fill in knowledge gaps and helping with overwhelm.” At Prashante’s suggestion, Michelle has forgone paying for social media advertising, raised her prices, and taken classes on marketing, taxes, and mental health.  

THE RESULTS  

Less than four months since launching Local Fresh Eats, Michelle broke even on revenue in February of 2023. Having someone with an outside perspective of what strategies and strengths to leverage has been key to growing her client base and list of vendors while keeping a close eye on her cash flow. “My husband definitely notices the before and after of talking with Prashante,” says Michelle.  “He can’t believe how much I get out of just a one-hour phone call!” 

In upcoming years, Michelle’s vision is to become a household name as Sacramento’s online farmers’ market. She hopes to make local, nutritious food accessible to families who don’t have the opportunity to attend in-person markets or otherwise rely on delivery services. “Sacramento is a great place for this type of business,” she says. “We have so much opportunity: a yearlong growing season, different scales of farms doing amazing conservation work, and an established culture of supporting local farmers.” While adding clients, Michelle is also leveraging her website blog and social media presence to educate on regenerative agriculture and other sustainability topics. With ever-increasing impact, Local Fresh Eats is on track to be an important piece of the Sacramento region’s sustainable food system.  

To learn more or become a Local Fresh Eats Client, please visit: localfresheats.com

For Hayden Glenn, a sports psychologist and the co-owner of Queers & Allies Fitness, exercise has been more than a means to staying in good health.  A lifelong athlete, Hayden played multiple sports until a knee injury in college caused him to take a break. During this time, he reflected on his identity as an athlete as well as his gender identity, and decided to begin the gender transition process. While pursuing his Masters in Sports Psychology, Hayden became more involved in the community of LGBTQ athletes and learned about the experiences of Queer athletes. “What I learned was, particularly in the athletic community, there is a huge disparity in mental health–Queer athletes are more at risk of negative mental health outcomes,” he explains.  After coming out as trans, Hayden decided to combine his personal training and sports psychology coaching businesses and pivot to serving the trans population with services that would support the physical transition process (including pre- and post-op chest masculinization for female-to-male trans and non-binary folks who undergo top surgery) and address the mental experience of gender dysphoria through mental health coaching.   

THE CHALLENGE  

With a vision to create an inclusive and empowering space for trans and Queer folks to train and build mind-body alignment, Hayden began coaching clients out of his garage. The demand quickly grew beyond what the space would allow, so Hayden reflected on the direction of his business. He invited his friend, Sarah Serbic, to be a part of the project, and Queers & Allies Fitness was formed. “We knew it was important to merge Queer and straight populations, because it’s so divided,” explains Hayden. “We wanted to create a space for allies to show their support in a healthy way as well.”   

Looking to build a full-service gym with offerings beyond one-on-one training, Hayden and Sarah knew they would need to explore commercial leasing options–and that a capital infusion was a must.  

THE GAMEPLAN  

While searching for the perfect space to lease, Hayden connected with the California Capital Lending Center and began the loan application process. Working with the credit administrator and a business advisor, Hayden solidified his business plan, created realistic financial projections, and completed the rigorous work of applying for funding.  

“The process took longer than anticipated, but the biggest takeaway was the amount of support we received from everyone we worked with,” says Hayden.  

Ultimately, Queers & Allies Fitness was approved for a $75,000 loan in late 2022. With this, Hayden and Sarah were able to secure a lease in East Sacramento, purchase exercise machines and weights, build out their administrative space, and have working capital moving forward.  

THE RESULT  

Hayden and Sarah opened the doors of Queers & Allies Fitness in December of 2022, and celebrated their grand opening on March 4th. To date, the gym has 20 members, 10 of whom are personal training clients. By the end of the year, Hayden hopes to have 80 members and 30 personal training clients. In addition to growing their client base, Hayden and Sarah are building an attainable culture for populations that are sadly still marginalized in traditional gyms and athletic spaces. “I want to host a trans and non-binary powerlifting competition, and eventually, I want to have a space that could accommodate youth leagues. There are a lot of trans youth that don’t have access to sports now,” says Hayden, explaining that many young people are still faced with choosing between transitioning or playing in sports leagues. With Queers & Allies Fitness, Sacramento has become a stronger and more welcoming place.  

Queers & Allies Fitness is located at 1770 36th Street. Check out their recent feature on KCRA 3 below! 

https://www.youtube.com/watch?v=mYiaQPGqFEI

Jzonh Williams is a man of multiple entrepreneurial interests. With a background as a  barber and a rapper, Jzonh began creating custom embroidery designs on hats and pants to express his unique style during performances. After gaining a following on TikTok featuring his embroidery work, Jzonh began to envision ways that he could expand his skillset and create a wider variety of custom pieces. He connected with Constance Agee, owner of Agee Fashion Institute and instructor of the California Capital Sewn Products Manufacturing Training Course.

“I decided to enroll in the course because I knew it was time to take this seriously and do what I’ve been saying about learning how to sew,” explains Jzonh, who received a sewing machine as a gift and put his own creative spin on the projects he and his classmates worked on during the course.

During the week-long training course, participants learned the basics of machine sewing, drafting patterns, and created pieces of their own designs. Jzonh focused on creating pants out of unique materials that he found at thrift stores, and was able to bring new visions to reality with the new skillset.   He created flared pants and embroidered sweatpants, which proved to be a big hit online–in the first two weeks after posting the design to TikTok, Jzonh received 15 orders. As he explains it, Jzonh is creating designs that people have never seen before and didn’t know they needed.

“Beyond the sewing skills, the course taught me how to work with customers and be a leader,” says Jzonh. Working with Constance, he has filed his LLC, gotten an Employee Identification Number, and is in the process of writing a business plan. “Being a first-generation college student, I want to set an example in my family and be an inspiration for my community.”

To be sure, Jzonh has already taken great strides in showing the younger generation the opportunities of entrepreneurship. Recently, Jzonh attended a career fair at a local high school, where he demonstrated the knowledge he gained during the course, and spoke with students about the paths that open up when you develop a dynamic skillset. Since posting online about his visit, high schools across the region have requested more information and invited Jzonh to come speak.

“I don’t just want to run my own business. I want to open people’s eyes to their own talents.”

Across the nation, approximately 2.4 small businesses are owned by Veterans–that means that 1 in 10 small businesses are owned and operated by women and men who have served in a branch of the U.S. military*. This year, the U.S. Small Business Administration recognizes October 31st through November 4th as National Veterans Small Business Week. This year, the events of the week will focus on the resilience and strength of veteran and military spouse entrepreneurs and business owners.  

At California Capital Financial Development Corporation, we are proud to work with Veteran business owners and entrepreneurs to ensure that they can access the resources and opportunities to build thriving Veteran-Owned Businesses.  

Over the years, we have helped many Veterans obtain certifications; pursue, bid and perform on government contracts; and leverage the skills and resilience learned during their time serving the country to succeed in various industries. The stories we are honored to share are strong examples of the unique qualities that Veterans bring to their entrepreneurial journeys.  

Antronette Robinson, Maestro Coffee House  

Antronette Robinson is a Veteran of the United States Army, where she served as a critical care nurse for 12 years. In 2018, Antronette was inspired to open a café space that would allow her to give back to her community. After opening Maestro Coffee House in July of 2019, Antronette became certified as a Service-Disabled Veteran business owner, and through the entirety of her business journey, she has returned to her training in the Army for guidance.  

“I attribute my confidence as a business owner to the leadership courses I took during my time in the military, and my abilities as a manager to my experience as a platoon leader,” she explains, adding that her time in the Army also made her more resilient and determined as a business owner, equipping her to think outside the box. 

David Ramil, Pivotal Adaptive Services  

David Ramil is a certified Service Disabled Veteran, who worked with the California Capital Procurement Technical Assistance Center (PTAC) to learn how to pursue, bid on, and successfully perform on government contracts.   In early 2019, David was awarded a contract with California American Water and was selected to participate in their Mentor Protégé Program.  

Mack Thomas, MacQue’s BBQ 

Mack Thomas is a father, a Disabled United States Marine Corps Veteran, a Black business owner—and someone who knows good barbecue. Over the past 30 years, The Thomas family have learned the ins and outs of the business and grown MacQue’s Barbecue into a staple of the Sacramento area. To continue growing, Mack began envisioning the possibility of selling MacQue’s sauces to military bases across the country.  

“I knew there were opportunities to sell to mess halls and commissaries on military bases from my time in the Marine Corps,” Mack says. “So I was interested in government contracts, but I wasn’t sure how to get in.”  

 In search of guidance on navigating the procurement process, Mack turned to California Capital’s Procurement Technical Assistance Center (PTAC). Working with a PTAC counselor, Mack has been able to take the first steps to bidding on and securing government contracts. MacQue’s Barbecue has become certified with the Systems for Award Management (SAM), a necessity for any business hoping to sell their goods or services to the Federal Government. With that foundation laid, Mack is now focused on recertifying his Disabled Veteran Business Enterprise (DVBE) status, which will allow him to take advantage of programs that cater specifically to veteran-owned small businesses. 

Constance Agee, Agee Fashion Institute  

Constance Agee’s entrepreneurial journey began when she was 18 years old, serving in the Air Force. After she chose to sew her organizational patches onto her uniform herself rather than use the base’s alteration shop, she began offering the service to others on base. This began a long career in sewn products, and led her to establish Agee Fashion Institute, where she creates pathways to entrepreneurship through education in both high fashion and industrial sewn products.  

Over the past few years, Constance has offered a Sewn Products Training series through the California Capital Women’s Business Center that has led to multiple business starts.  

*Source: https://www.military.com/veteran-jobs/largest-ever-study-veteran-businesses-and-their-owners-needs-your-help.html 

From a young age, Michelle Honath has understood that clothes are more than just what we wear: they show the world who we are. The philosophy that personal style can function as a reflection of our values, ambitions, and quirks has informed much of Michelle’s career. After graduating from Cal Poly Pomona with a degree in Fashion Merchandising, Michelle worked in product development for several multinational apparel brands. Inspired by the ethos of surf brands like Roxy and Billabong that empowered buyers to express their love for the outdoors, she took her knowledge of the fashion industry and set out on her own entrepreneurial journey. With Wildflower Daydreams, Michelle curates a collection of whimsical, Bohemian attire with the goal of helping customers embrace their free-spirited side. Now, with a loan from California Capital, Michelle is poised to make a greater impact in the Sacramento community with a new permanent retail location, opening next weekend.  

AN UNPLANNED ADVENTURE  

Even with Michelle’s thorough knowledge of the fashion industry, launching a small business has been a process of adjustment and resilience. In fact, Wildflower Daydreams is the second iteration of Michelle’s entrepreneurial vision. Before starting the boutique, Michelle had a t-shirt brand that she ended up discontinuing–but the experience was invaluable for her as a business owner.  

“With my first business, I learned how to set up a business checking account, file an LLC, use QuickBooks, so many of the business basics,” explains Michelle, adding that some of the lessons were more philosophical. “I realized that it’s okay if you fail, and you won’t be perfect your first time. Everyone can be better, but just go out and do it!”   

With this positive mindset, Michelle regrouped and launched Wildflower Daydreams, after reflecting on her goals as a business owner. She knew that, more than just selling clothes, she sought to connect with people.  

“I started this boutique to help women feel great and find clothing that fits with their style,” she says. “We get dressed in the morning and the outfit can help you conquer the world–when you look great, you walk differently. It keeps me going when people discover my brand and say ‘Wow, this is me’.”  

INVESTING IN HER VISION 
 

Michelle has been strategic in achieving her mission of helping women express themselves through fashion. Taking the lessons she learned with her first business, and combining it with her insight into product sourcing and development, Michelle launched an online store. She built up her inventory slowly, paying up front for the merchandise, and continued building her brand through a growing social media presence. To engage even more with her clientele, Michelle began attending fairs and small business pop-up events throughout Sacramento–and the “omni-channel” experience has been key.  

“In person, I can help my clients find the right piece for them, and they can get a better sense of the experience we offer.”    

After building up a strong following, Michelle was ready to establish a permanent presence in the Sacramento community in the form of a brick-and-mortar storefront. To fund the expansion, Michelle knew she would need to move away from bootstrapping her inventory purchases and make a larger investment. After securing a lease for a location in Midtown, Sacramento, Michelle worked with the California Capital Lending Center and was approved for a loan to put towards inventory and working capital expenses.  

“I started learning that you can go as far as you want without investing, but once you invest, it helps you grow faster. It adds fuel to the fire of the direction you’re already going,” explains Michelle who also saw the loan application process as a learning opportunity. “Going through the loan process helped me solidify where I’m going with my business. I had to do my financial projections, which was really helpful for taking stock of where I was, and using a critical approach to plan for the future.”  

CELEBRATING NEW BEGINNINGS 

Michelle is set to celebrate the grand opening of the Wildflower Daydreams Clothing Boutique on October 15. While this step on Michelle’s business journey comes after years in the fashion industry, it is in many ways just the beginning. Nestled in the heart of Midtown, at 815 16th Street, Michelle is hopeful that the storefront has a future as a versatile community space. In addition to connecting with her customers on a daily basis, Michelle is looking forward to opening up her shop for regular events, pop-ups featuring other local businesses, and other opportunities for gathering. With Wildflower Daydreams, Sacramento’s fashion-forward adventurers have found a new home.  

The Grand Opening event for Wildflower Daydreams will take place on Saturday, October 15 and Sunday, October 16 from 10am to 6pm. Visit them during the weekend at 815 16th Street in Sacramento for a free gift with purchase.  Stay up to date on new product offerings by following @shopwildflowerdaydreams on Instagram.  

In the spring of 2020, Brittney Hoffman felt that something was missing. As a school counselor, the beginning of the coronavirus pandemic meant a shift to remote work, and less connection with the students she was used to seeing every day. To stay grounded, Brittney began to channel her energy into gardening, growing flowers, and learning new artistic skills, including creating planters in custom designs. Her friends took notice of the unique personality that Brittney brought to her creations, and began purchasing planters and dried floral arrangements. Soon, Brittney had a steady stream of orders keeping her busy.  While maintaining her day job, Brittney made her hobby official and launched Glass House Garden, building a brand that includes custom orders, workshops and pop-ups, and events. As her business has taken on a life of its own, Brittney has turned to the Women’s Business Center for guidance on managing her business growth, and taking an analytical approach to the not-so-artistic elements of business ownership.

A Quick Start

Soon after establishing Glass House Garden, Brittney was invited to a small business pop-up at The Creative Space, which introduced her to a new clientele. From there, Glass House Garden’s growth has been entirely organic.

“All of my marketing was word of mouth,” explains Brittney. “My friends would share what they bought, and people took notice.”

Of course, Brittney’s designs are made to be noticed. With planters that range in shape from elephants and puckered lips to “sassy booties”, the pieces go beyond simple functionality to become a form of self-expression.

“I just want it to be fun,” says Brittney, who admits that she started creating her own planters after being unable to find pre-made ones in her price range. “At first, I wanted everything in neutral tones and shapes, but once I started adding in the fun stuff, it brought everything together. I wanted it to be eye catching.”

Seeking Guidance

In fact, Brittney’s offerings caught more eyes than she was prepared for at first. Between orders, pop-up invitations, and requests to host workshops where participants decorate and fill their own planters, Glass House Garden picked up momentum quickly. As a first-time entrepreneur, and the only one in her circle of family and friends, Brittney rode the wave of demand without a clear plan or guidance on managing the technical side of her business.

On a particularly challenging day, Brittney knew that she needed to take a step back and reflect on the fundamentals of her business–but she was not sure where to start.  She posted on social media asking if anyone knew of resources to help small businesses grow, and a friend sent her a link to the California Capital Women’s Business Center.

After registering for services, Brittney was matched with business counselor Prashante Bailey, and the puzzle pieces began to fit together. Working with Prashante, Brittney raised her prices, reflected on her business plan, and built strategies for setting boundaries with clients.

“I’m so glad that I sought out support despite those days that I just wanted to let go [of the business],” says Brittney, who describes her approach business as ever-evolving. “Working through those moments and finding the growth in them is not easy, but it’s something we have to do.”

Back to Basics

Continuing to grow in her entrepreneurship, Brittney has been focused on learning the ins and outs of business financials–tasks that, she admits, she is not naturally inclined to. With Prashante’s guidance, Brittney has begun learning integrated payment and management systems like QuickBooks and Salesforce, and tracking her cash flow.

“I have beautiful, creative chaos going on at my house; the art is the core of my business. Tracking income, taxes, and finances is my biggest hurdle, and it’s the most important aspect in any business. I’ve grown a lot in this area, and I have a lot of growing left to do.”

Feeling more in control of the less intuitive aspects to her business has enabled her to lean into her creative side, and bring new verve to the enterprise. As she has laid the foundations for a well-run, high-potential business, Brittney has been able take on new opportunities for in-person workshops and event, and focus on expanding her product line.

Maintaining a Growth Mindset

In the near future, Brittney hopes to create opportunities to merge her business with her passion for working with students. The school where she continues to work as a counselor is in a historically disadvantaged area, and Brittney encounters many students she knows would benefit from the opportunity to learn about business ownership.  This pairing would be a natural fit, as Brittney’s philosophy towards her business embodies the growth mindset that she encourages her students to adopt.

“I used to sit in my mistakes in a negative frame of mind, but now I know that I can feel bad about something that’s happened, but I have to move out of that space much quicker,” explains Brittney, reflecting on how her concept of herself as a business owner continues to shift. “Mistakes always happen, but growing from that and knowing that it doesn’t have to be the end is what matters.”

October 15, 2021 | October is National Women’s Small Business Month, dedicated to celebrating the progress made each year by women entrepreneurs and business owners while also reflecting on the particular barriers to success they face.

Megan Wyatt opened Wit and Whimsy Toys in Granite Bay, CA in November of 2020.

A woman-owned business is defined as an enterprise that is at least 51% owned and operated by one or more women. As national priorities have shifted in recent decades to create resources encouraging women to pursue business ownership, the impact of women-owned businesses on the American economy has steadily grown.

As of 2019, there were 13 million women business owners in the United States, up more than 31 times from 1972, when federal law still required male cosigners for women to take out business loans. In 2018 alone, woman-owned firms added nearly $1.8 trillion in, “sales, shipments, receipts or revenue,” according to the U.S. Census Bureau Annual Business Survey for that year.

LEVERAGING RESOURCES TO ADDRESS OBSTACLES

Constance Agee is the founder and owner of Agee Fashion Institute and a California Capital client.

Despite these gains, women in business continue to face unique challenges. Multiple reports cite that women business owners have a more difficult time accessing capital, and often set less ambitious goals for their business during the start-up phase compared to their male counterparts. To address these obstacles, the U.S. Small Small Business Administration (SBA) established the Women’s Business Center Program in 1988, designed to provide women with the resources and guidance to thrive in the world of business. Now, more than 100 Women’s Business Centers (WBCs) have been created across the U.S., with the California Capital WBC being designated in 2012. As business development resources increase in scope and the barriers to success for historically underserved groups are challenged, a more diverse and resilient business ecosystem is emerging.

As the stories shared during National Women’s Small Business Month reflect, women-owned businesses continue to strive for excellence and push themselves to new heights, uplifting their communities in the process. Businesses like Agee Fashion Institute, who create pathways to entrepreneurship for women interested soft product manufacturing; entrepreneurs like Allison Carlson, who leveraged resources to continue operating despite the pandemic; and founders like Megan Wyatt, who has turned her dream of owning a toy store into a business that quickly became a community staple. When education, guidance, and capital are made accessible to tenacious and capable women determined to achieve business success, the country as a whole benefits. 

FURTHER READING

Overcoming the Four Barriers Blocking Women Entrepreneurs, a SCORE webinar

35 Woman-Owned Business Statistics You Need to Know in 2021, Great Business Schools.Org 

How to Get Certified as a Women-Owned Business, US Chamber of Commerce