What does “entrepreneurship” mean to you? How has your understanding of it evolved over time?
Mandy Bynum: I will never forget a conversation I had with my boss (amazing woman, Kristi Friedrichs) as I was resigning from my last corporate role to work for a 4-person startup while I launched my own consulting business.

She asked, “Would you ever be an entrepreneur?”

My response was “Oh, absolutely not.”

The label of entrepreneur didn’t actually even click for me until three years into running my own company, while working W2 roles, when I realized that I was indeed an entrepreneur.

Entrepreneurship is the daily choice to make a career out of using your intuition, letting your creativity be your guide, and putting yourself out there to people who may or may not be interested in what you have to offer, but having belief and faith in one’s self that the right people will find you and want to work with you, or be a part of what you’re building.

Tell us about your first experience with entrepreneurship. What sparked your interest in building something of your own?
MB: I was working in these corporate positions, building sales teams and later building a Belonging and Inclusion practice under HR.  What I was creating was already a version of entrepreneurship; I was building everything, the hiring packets, the frameworks for how we would compensate our account executives, traveling around the world to our different offices to connect with global leaders to get buy-in for my initiative or project.

Given how little appreciation or recognition I received for my work (mostly older white men), I didn’t understand how indispensable I was to the sales organization until I wanted to transition to the HR team, and they “advised” me over and over about how bad of an idea it was, how I was taking a pay cut to move to the cost center side of the business.

In was in these conversations I realized that the organizations I was building within these corporations are my own, which was the same as entrepreneurship. I realized at that moment that my ability to enter any company and create, manage, and sustain an entire operating team (without even needing to know much about the product) were the same skills I’d need to start my own company with a product/offering I actually cared about.

Even then, it was another two years before I built up the courage to quit my job.

What is the origin story of your company? What motivated you to start, and how did those early days shape your journey
MB: A year after leaving my corporate job to start my own consulting business, I took on CEO positions for two consecutive non-profit organizations. I also started my venture capital investing journey by investing in two venture capital funds founded and run by women.

At this point, I had built significant networks of people in the corporate tech, non-profit + philanthropy, and asset management (not only venture capital).

It got to a point where I was getting daily phone calls from people asking if I could connect them to someone in xyz space, how they could invest in venture capital, or if they should even consider taking on venture capital funding.

I was constantly connecting people across industries who would otherwise have no way of even knowing about or meeting each other.

Along the way, I began noticing just how much people DIDN’T KNOW about all the ways they could be working with, investing in, and partnering with people from other verticals and industries to make the change they really wanted to see (however closely tied it was to their nine-five job).

People in high-paying tech jobs with amazing experience didn’t know they were even eligible to invest in venture capital funds or startups, nor did they have any idea of the possibilities for their own careers when they became active investors.

On the other side, founders and even VC fund managers (especially women, and Black and Brown people) really wanted more diverse cap tables. They were not interested, although due to the circumstances, help to investors who had never run companies of their own. They were happy to take smaller checks to from people with really great experience working at and building successful companies.

Even non-profit leaders were having trouble fundraising because they were either only applying for grants or they just didn’t know how to break into larger corporate or institutional giving.

I knew there had to be a way to connect these dots at scale. To better unlock information and access to knowledge that is way too siloed. It seemed ridiculous to me that all of these brilliant Black and Brown people, each of whom had such great networks and access to resources were not able to access each other.  

Often, even when I did make these connections, I thought would be an obvious match made in heaven, there would still be unintentional gatekeeping.  I noticed a lack of trust among people within the same cultural communities. This to me was clearly a result our conditioning within a hierarchical society, and a way for a small minority of power hoarding people could keep us separated, and therefore without power.

I knew this endeavor was about more than simply connecting people within my community. We had to engage in a collective practice of deconditioning ourselves from the lies that we’ve been told about ourselves to break down fences and gates behind which there was often only one of us at a time.

Sanctum was created to be more than just an online community. It needed to create space, place, and community where, through collaboration, trust, and collective care, we could find better, more values-aligned ways of building wealth together, rather than remaining in parallel lanes, competing for the same small pools of “allocated” post-George Floyd guilt capital

What I initially believed would be a simple online community full of resources and opportunities to collaborate, what has happened looks much more like a movement towards collective care, collaboration, and lets-get-down-to-business-and-make-this-money, or buy this land, or put together this event. People I never imagined have gravitated towards the movement we’re building with Sanctum has been overwhelming.

What do you wish you had known when you started? If you could go back, what would you do differently?
MB: Sanctum is the third nonprofit organization I’ve worked for, but the first one I launched myself. Because I knew how to launch a nonprofit mechanically and wanted to get it right from the I was focusing on the minutiae to avoid launching the community. My fear of people not responding well to the vision and mission of the nonprofit, what seemed a “radical” form of community building, was scary.

I built in isolation for so long (well, me and the greats) with our greatest thinkers. It was me, Audre Lorde, bell hooks, James Baldwin, James A. Sneed, Malcolm X, Frederick Douglas, W.E.B. Du Bois an others for the greater part of a year. I stopped all travel and was instead having really long, deep, and meaningful conversations with my community of world builders.

While I definitely needed that time to root down into my vision without the distraction and buzz of figuring out which of the weekly set of networking events I had otherwise built my career around, if I could go back, I would’ve come out of isolation sooner by bringing people together in community.

Even though any event I did create was wildly successful, and attendees were always asking when the next one would be, like many of us, I was still scared to keep going.

Has there been a pivotal moment or a game-changing decision that defined your growth as an entrepreneur?
MB: The day I decided to shift my focus to putting myself out there (no more fear of bringing people together regularly) to show my audience what Sanctum is, whether through writing, gatherings, and other content, everything changed. Before that, I was holding virtual “information sessions” and hoping the attendees, some who knew my work and others who didn’t, would be chomping at the bit to become members after one conversation.

This was the result of two important things finally clicking for me. First: If I could focus on just doing what I love (writing, sharing insights, bringing people together), the simple joy and love for creating those outputs and spaces would attract the right people. Two: for anyone who didn’t get what we were trying to do or didn’t like it, they were not the people we wanted in Sanctum’s community, anyway.

What is the biggest milestone you hope to achieve in the next three months, and why is it important to you and your business? How are you planning to tackle it?
MB: Our most significant milestone is reaching Sanctum’s $1M fundraising goal. Resourcing a community like ours requires real investment — to keep our events, programs, and gatherings accessible, we will rely heavily on a mix of values-aligned sponsors, partnerships, donations, and grants.

Since officially launching the only community platform on September 15, 2025, our community has grown rapidly — reaching over 500 subscribers in the first 30 days alone! This next phase is about building on that momentum to secure the funding that will sustain our community’s growth and allow us to continue creating spaces where wealth, wellness, and power are shared resources.

To reach this milestone, I’m working with my community to practice asking for specific support (still very much a practice for me as well).

We’re working to be connected to funders and foundations who are mission and values aligned. I’m getting the Sanctum name out there by contributing my time and expertise to bring the Sanctum experience to conferences via workshops and facilitations where potential funders and community members are convening.

Share your boldest dream for your business and the world. What’s your plan to make it a reality?
MB: The ten-year vision for Sanctum is to be a trade organization that provides resources, knowledge and community that:

• Holds space for people to practice community and collaboration as a form of wealth building.
• Creates regular opportunities for Sanctum members to travel to other diasporas throughout the world to better understand opportunities we have to build wealth, not just here in the US, but all over the world.
• Provides grants and funding to others who are doing the work of bringing people together to create opportunities for collaboration and wealth creation.
• Has an extensive library of content full of the stories, knowledge, and opportunities that inspires our members and provide actionable insights to activate their own power. 

What is your entrepreneurial superpower? How has it helped you overcome challenges or seize opportunities?
MB: My entrepreneurial superpower (although it doesn’t feel like this every day) stems from my ability to see problems and their solutions from a different and broader perspective than most.

For example, I’ve worked with foundations who wanted to create an impact investment strategy, but had no real intention of changing their own beliefs about what “impact investing” really is, where it currently falls short, and the possibilities of what true impact can look like (instead of small bits of money to projects and initiatives that in reality need significantly more capital and significantly less oversight from their donors).

Having worked in several different spaces and business functions, I understand that regardless of the problem, the solution WILL NOT be successful unless the people who sit at the source of that problem are willing to change.

Working through this over and over again with different organizations had taught me how much I ALSO have to be willing to change (mostly listen) in order meet people where they are.

Keeping the willingness to change and not have to be in full control has not only helped me overcome significant obstacles (ie: “how can I communicate this differently?” instead of “why are they not getting it?”), but allowed me to engage in projects and initiatives that I never imagined I would be a part of, and put me in rooms with people who have tremendous power to change the underlying systems of our society.

What personal values drive you as an entrepreneur?
MB: Every day, when I want to quit, or go “get a real job”, I think of my ancestors. They didn’t have the same opportunity as me to chase their dreams, or the access, or the freedom. How they lived their lives and what they endured was for me to be able to do what I do now.

I feel a tremendous sense of responsibility to keep going, to see this vision all the way through as a way of letting those who came before me that their work was not in vain.

How have those values influenced your company’s culture and mission? Can you share an example?
MB: This responsibility to my ancestors manifests in a need to pay people fairly for their work. I know full well that my work has been undervalued and undercompensated for, but I refuse to perpetuate that unfair harm, particularly onto other Black women. I have definitely made mistakes along the way by being too generous for work that wasn’t at par, or did not do my part in setting the right expectations.

Then, of course, Sanctum is an organization for gate breakers.  During a recent collaboration for an event we facilitated, we talked about money upfront, which turned the conversation from something that could have been uncomfortable to one of true co-conspiratorship.

What’s it like working alone or with a team? How do you approach building strong partnerships?
MB: Working alone is really difficult. Having to both create, work on, and work for the business all at the same time is not ideal or an effective use of time.

From applying for grants, designing your website and automated workflows, building your own CRM, paying all the bills, keeping up with your email, booking your own flights. It’s exhausting.

However, in the beginning for many founders (including myself), without funding, this is what it may look like for some time.

Through the last 5 years as a solo/entrepreneur, I’ve relied heavily on collaborations with other consultants and small organizations to share the load of administrative work so that we can focus more on the project itself.

Building strong partnerships that can sustain the ups and downs of a business takes tremendous intention and care, which I don’t take lightly.

When it comes to building my own team,  I work to be really clear with anyone I hire around expectations of time frame. I try to keep our contracts short term to leave room for what we can’t predict and as a forcing function to have open conversations about how the partnership is going, and what we should alter/iterate for the next phase.

What role has mentorship played in your journey—whether as a mentor or a mentee? Share a story that highlights its impact.
MB: I published an entire piece on this very topic in the Sanctum Dispatch. My mentors and mentees have been the backbone to my business. In the first six months of my consulting practice, I was introduced to Francine Parham who, on our first call, gave me over an hour of her time, and sent me her contract templates to use for creating my own advisory proposals.

ChatGPT was not available in 2020, and without resources like this from people like Francine who would always say “we’re all in this together, I’m going to continue to help you because I know you will do the same for others”, I would not have the business acumen I have today.

I have since passed along my own scope of work templates, budget outlines, deck templates, and anything I have that could potentially help another entrepreneur. We can be so isolated sometimes that its easy to forget how many resources each of us have to share.

What’s one daily ritual or practice that keeps you grounded and focused?
MB: The first thing I do before anything else in the morning (other than pour a cup of coffee), is take 20-40 minutes to journal. Putting the pen to paper, and just letting my thoughts flow onto the page has been a therapy over the years that I didn’t initially know I needed.

I published a piece in 2024 about how this practice changed my entire outlook on my expression as an entrepreneur.

How do you manage the demands of entrepreneurship while maintaining your well-being? What strategies work best for you?
MB: Maintaining our well-being starts with knowing what well-being is FOR US, not what everyone else says it is.

For me, I have to both move my body and find complete stillness at some point every day. If I don’t, I will feel stressed, resentful, and depressed.

I was introduced to yoga after spending my entire life prior as a competitive athlete. What was initially a fun new challenge became an entire life practice and way of making sense of everything.

The literal asana practice was just me lengthening and stretching my spine to allow for better blood flow to all the parts of our body that need fresh oxygen. With the mind being part of this flow, the clarity I received is like nothing I experienced before finding this practice. I discover new things about myself every time I come to the mat, whether at home by myself or in a studio with 50 other bodies.

Practicing yoga has been so critical to my career that I took my first teacher training in 2015 to deepen my own journey, and have been practicing as a teacher ever since.

No matter how busy I am, how much I have to travel for work, I do my best to maintain my teaching and practice schedule in order to maintain my center of gravity.

What kind of entrepreneur do you aspire to be? How do you want to be remembered in your industry or community?
MB: I want to be remembered as a truth teller, connector, and knowledge sharer.

While I do sometimes feel like my willingness to center and prioritize the whole is either not taken as real, or is not something that’s possible to do because of the hyper-individualistic and capitalist society we live in.

I firmly believe (and I know I’m not the only one) that doing right thing for those closest to the problem you’re trying to solve is the way to solve the problems of the entire community and society. I know that if I continue to practice that truth, I will continue to find myself in spaces with others who believe the same thing, and together we can have major impact on how we treat one another, and how we build wealth together.

How does your work contribute to solving larger societal challenges or helping others?
MB: I set out to build Sanctum to show how important it is to hold space for Black, Brown, and Indigenous professionals to step outside of their day-to-day to connect and discover opportunities to collaborate, and to show how these types of gatherings have not only been the way we’ve survived all this time, but is also our only path forward, most especially with the world we are currently faced with.

In order to do this effectively, however, we have to disarm one another. It’s easy for me, now having been out of a full-time corporate role for over five yeas to say that collaboration across sectors is key. However, for those who have been working a nine-to-five for twenty or thirty years, the idea of investing in, collaborating with, or engaging with our community on this level, or building wealth outside of the “traditional” methods (buy a house, keep the house), can be terrifying.

We are conditioned to be super loyal to these corporations (companies are NOT PEOPLE, btw), that truly don’t care about us. Then, when we either finally decide to leave or are pushed out, we so often don’t even remember how to build connections or impactful, wealth-building relationships with our own people anymore.

Sanctum, among other things, is working to activate this muscle for leaders who have an unprecedented level of access to capital and resources, and show the ways in which we can successfully circulate that capital and resources WITHIN OUR OWN COMMUNITY while still building tremendous levels of wealth.

What are some of the biggest barriers you’ve faced as an entrepreneur? How have you overcome them—or how are you working to do so?MB: For me, being a “busy” kid and busy adult, I had to learn the difference between productivity (prioritized and focused), and avoidance-type busy (answering/checking emails when important administrative work needs finishing).

Once I figured out all the tasks I do not like doing, I worked to hire someone who could do those for me so that I had no excuse but to work on the things that I’m best at, and had someone holding me accountable to not spend time doing things that someone else can do.

How do you cultivate and maintain relationships that help you as an entrepreneur, whether for funding, mentorship, or collaboration?
MB: I have a whole workshop on this, as well as a few newsletters within The Sanctum Dispatch that talk exactly about maintaining relationships, and the importance of know how to network and connect with people who you know will be long-term partners.

What’s one piece of advice you would give to aspiring entrepreneurs about building and leading teams?
MB: Having interviewed and hired literally hundreds of people throughout my corporate career, I can see how poorly overall hiring practices can be. From job descriptions that are unclear to poor expectations, talent acquisition in general, still has work to do.

For hiring, I always tell people two things:
1. When it comes to hiring people, we have to first be first clear for ourselves what the specific skillsets we need over the type of person. The more we can delineate the skill, tasks, and expertise from the “type of person”, the more clear we can be when hiring.

Otherwise, our bias will always take over and we’ll look for people who are like us and someone we’ll want to be friends with.

2. NO ONE will care more about the success of your company than you. Trying to find someone as passionate about your vision are you are is something we must stop looking for. If they were as eager as you, they would’ve created it themselves, right?

When we’re clear on this, you can be clear on the tasks, the skillsets, and the deliverables that you need to role for, and less around the personal/professional working relationship. Of course, we’re human and want to work with people we like. But when we can prioritize the work that needs to be done, you will find the best person for that job, and the relationship will fall into place.

Do you have a favorite quote or mantra that keeps you motivated on tough days?
MB: So many, but one that has been coming up for me recently is “If I lose myself, I lose it all.” This is my reminder to myself that when I’m not true to myself, my needs, and my dreams, I can’t show up as my best for others.

If someone wrote a book about your entrepreneurial journey, what would the title be?
MB: At the Intersection

What does “entrepreneurship” mean to you? How has your understanding of it evolved over time?
Ryker Herig: Entrepreneurship is about creating something meaningful that helps others. For me, it started with selling eggs from our chickens and turkeys, but it has grown into a way to support our neighbors, care for animals, and make a positive impact. I’ve learned it’s not just about running a business—it’s about building relationships and finding ways to solve problems.

When someone once asked me what the word “entrepreneur” means, I simply said, “a friend.” To me, being an entrepreneur isn’t just about selling a product—it’s about showing up for people, sharing what I’ve learned, and creating connections that make our community stronger.

Tell us about your first experience with entrepreneurship. What sparked your interest in building something of your own?
RH: I love being outside and enjoy adventures, especially when those adventures allow me to meet new people. Living in New Mexico means I get to spend a lot of time outside and experiencing fun opportunities. Whether pitching in to clean fallen trees in the Bosque or picking up trash that may be stuck among the sagebrush lining the Village ditches, living in the quaint Village of Corrales, NM means getting to know your neighbors and building relationships with them while helping with community efforts. Living here also means getting to own animals of all kinds. I am a huge animal lover! Finding beauty in absolutely every living thing I find. Though young, I take my responsibilities of being an animal lover and owner very seriously. I take every opportunity I can to research and learn all I can about animals – from ensuring they have toys to help provide stimulation, to learning about their dietary needs and building them enclosures with the help of my family members, I pride myself on caring for all the farm animals as though they are the pets that I so dearly adore.

Interested in combining two of my early passions, I yearned to meet more Villager friends while also sharing my love for animals and BOOM – Ry’s Farm Fresh was born. My entrepreneurial journey began out of my interest of sharing my experiences of living a farm life, with others. I began by first giving away pond irises to neighbors throughout the Village, to introduce myself and share natural beauty with friends. With an abundance of chickens on my farm, I realized that I couldn’t keep up with productively using all the eggs they were producing so with a little brainstorming help from my family, I decided to begin selling farm fresh eggs. This was a hit because even long before any bird flu began negatively impacting commercial egg sales, I found that folks were really interested in eating organic and farm fresh eggs. Well, luckily, I was equally excited to share my delicious chicken and turkey eggs with them and voilà, new friends were made!

What is the origin story of your company? What motivated you to start, and how did those early days shape your journey?
RH: With the encouragement and support of my family behind me and my continual interest in learning new things, I learned early on how to listen to customers needs and wants and try to figure out how I could use my skills or resources to help meet their needs. Maintaining a general excitement around research and still driven to meet new people, helping others and providing services they wish for, brings me great joy. This has been how Ry’s Farm Fresh initially began and how each new product I add to my business line, grows – challenging myself to learn a new skill, researching a new lotion formulation, or providing education to others on humane and natural business practices, I simply listen to the needs of others and try to figure out how to provide a resolve for them.

Beyond just providing products to customers, my family has helped me understand how growing a business also allows me to give back more to my community. Whether time, products, or funds, donating to local first responders and animal shelters remains a primary mission of mine. Thus, maintaining a successful and thriving business also allows me to continue contributing to community members and this realization is what gets me really excited about growing Ry’s Farm fresh into something bigger.

Ry’s Farm Fresh started with a simple idea: to share the eggs from our farm. As we met more people, we saw there were other needs we could meet, like making organic lotions and planning to offer essential oil roll-ons. The early days taught me that even small actions can grow into something that helps a lot of people.

What do you wish you had known when you started? If you could go back, what would you do differently?
RH: I wish I had known how important it is to respect boundaries of the business and to that point, feel confident in my ability to say “no.” I truly enjoy helping others. So when requests have come in from customers requesting new products be made with the same thoroughness and care, I have hesitated to say “no,” even though these requested products lie outside my current skills and abilities. To be clear, I never shy away from feedback – when some customers requested new scents within my lotion line, I embraced their ideas! As a result, I now have ten different lotion scents. When some folks raved about the lotion line and requested similar scents in form of all organic soaps, I hesitated to say “no”. I have had to learn that there is a difference between committing myself to something that does fall within my current skills and abilities and recognizing when a request falls outside of these and simply is not a good fit for me and my business, at this time.

I have always remained very transparent about my business, products, and future offerings. I regularly inform my customers about my business happenings, including upcoming product releases and where the inspiration for such products stem from. Based upon feedback I have received, it is this transparency business practice that helps customers feel more connected and a part of the Ry’s Farm Fresh family. Because of this, I plan on continuing to bring friends, neighbors, and customers along this business journey with me, maintaining transparency throughout.

Looking back, I don’t think I’d change much—Ry’s Farm Fresh has grown in a slow, intentional way, and every challenge, lesson, and decision has shaped it into what it is today. But if there’s one thing I would remind myself, it’s that setting boundaries and staying true to my vision is just as important as saying “yes” to new opportunities. I’ve learned that I don’t have to meet every request to be successful; instead, focusing on what aligns with my skills and purpose allows me to grow Ry’s Farm Fresh in a way that remains thoughtful and sustainable. Saying “no” isn’t a failure—it’s a way to protect the heart of my business and ensure that everything I create is made with care, purpose, and passion.

Has there been a pivotal moment or a game-changing decision that defined your growth as an entrepreneur?
RH: Deciding to donate part of our profits to local shelters and families was a turning point. It made me realize the power of using a business to make a difference. Transparency as a core motto, I make it a point to let my customers know what they are supporting with each purchase from Ry’s Farm Fresh. I have found that sharing this information has more fully engaged customers and made them feel more connected to Ry’s Farm Fresh – once only new customers, this insight into what missions their purchases are helping to support turns customers into regular farm fresh friends and ‘family’ members.

As a result of outwardly sharing transparency regarding my business and donation practices, some of Ry’s Farm Fresh customers have asked to collaborate on various projects—this has led to some joining me on Village clean-up days (picking up trash and clearing the Bosque of wildfire kindling), others making delicious eats using Ry’s Farm Fresh products to donate to locals in need, or helping to purchase and collect donations for local animal shelters and rescues. Seeing a group of once strangers come together as a collective with common cores—giving back and building a strong sense of community—is truly what drives me to continue in my own efforts.

My passion for working with Village members has only grown through these experiences, inspiring me to lead new initiatives that strengthen our community. At an upcoming joint committee meeting with the Village council and Bosque advisory members, I plan to propose an idea for ‘stick stations’—a simple yet effective way to encourage residents, especially dog walkers, to help clear sticks and debris from the Bosque. These stations will serve as designated spots where people can ‘borrow a stick or leave a stick’ for their dogs to enjoy, turning an everyday walk into an opportunity for environmental stewardship.

My best friend and Corrales Fire Chief, Anthony Martinez, has been a steadfast supporter of community-driven efforts and has encouraged creative approaches to wildfire prevention, reinforcing my belief that small actions can lead to meaningful change. By repurposing upcycled pallets to create these stations, we’re not only reducing landfill waste but also fostering a fun, hands-on approach to keeping our Bosque safe. This initiative deepens the community’s connection to the natural spaces around us, proving that even the simplest ideas—when backed by collaboration and shared purpose—can make a lasting impact.

I may be young, but I understand and believe that small efforts can make big differences. As my Turkish godparents have taught me: 1. There are a lot of valuable proverbs in Turkish culture, and 2. ‘Akıl yaşta değil baştadır’—wisdom doesn’t come from age; rather, using one’s brain and learning from experience leads to wisdom.

What is the biggest milestone you hope to achieve in the next three months, and why is it important to you and your business? How are you planning to tackle it?
RH: In the next three months, I hope to launch our essential oil roll-ons—a product inspired by customer feedback and a natural extension of what we already offer. Since I had many of the ingredients on hand, I’ve been diving into research to better understand how to blend organic essential oils in ways that maximize both their scent and effectiveness. Many of my customers have shared how essential oils help them in different ways, from reducing stress and headaches to boosting energy and easing inflammation. Because of this, I’ve been carefully formulating blends that are both beneficial and as allergen-friendly as possible. Science and experimentation have always excited me, so refining these roll-ons has been a rewarding challenge. We’re currently testing blends and will start small to ensure we get everything just right before sharing them with the Ry’s Farm Fresh community.

At the same time, I’m also looking forward to another exciting milestone—introducing homemade cherry jam! Each summer, my cherry tree bursts with beautiful, fresh cherries, and this year, I’m partnering with one of my talented customers, who makes incredible homemade jams, to create a small-batch, all-organic cherry jam. Not only will this be an opportunity for me to learn a new skill and bring another locally crafted product to the Ry’s Farm Fresh family, but it’s also a chance to support and encourage someone else in their own entrepreneurial journey. While I can’t say for sure where this collaboration will lead, I love the idea that this could be the first step toward helping them turn their passion into a business of their own. I believe that small ventures like this, built on community and shared creativity, have the potential to grow into something truly special, and I can’t wait to see where it leads!

What does “success” mean to you, both personally and professionally?
RH: Success means knowing I’ve helped others—whether it’s through fresh eggs, lotions, or donations. Success means leaving a place better than how you found it. Success means inspiring others. Success means not being afraid to start small knowing that even small efforts can have large impacts. Success means being a good person and doing something because it is the right thing to do, not because you expect to gain something in return. I am a firm believer in putting good out into the world and one who believes in actions more than words, I want to do my best to lead by example.

Success more specifically as it relates to Ry’s Farm Fresh means treating everyone you meet as an equal and showing others the same respect that you would like in return. A golden rule that I believe transpires both two-legged customers and four-legged friends. Success means treating my chickens who are the heart-and-soul of the foundation of my business, as loving pets who deserve to be doted upon and taken care of. Success means taking the expansion of my business slowly and being intentional – rolling out new products with intention and in a stepwise fashion, making sure I commit myself to one project and make it as good as I can and then giving grace before adding in more products. Success means listening to my customers, understanding my skills and resources, and not being afraid of challenges but rather, intentional in my pursuits. Success means never stalling or becoming complacent instead, always be willing to learn something new and lend a hand to others.

Share your boldest dream for your business and the world. What’s your plan to make it a reality?
RH: My dream is for Ry’s Farm Fresh to be a model for small businesses that focus on kindness and giving back. I have heard a lot of businesses wanting to be million-dollar enterprises or making elite lists based upon financial gains alone. I am not here to judge other businesses or their dreams but in comparison, I want to inspire the small businesses, those who are looking to make it in their first year, or to add one new product to their business venture. I want to inspire other kids and families to start projects that help their communities. Start small and be intentional. To keep growing by listening to customers, expanding your products, and finding new ways to give back. To have hope that the success of your business is not measured against the sheer amount of profits you produce but rather, the lasting impact your business leaves upon others around you.

Your business may be the inspiration for someone else and by ripple effect, we can collectively contribute to a greater cause. Do not get lost in the unrealistic utopia of social media or comparing yourself to others instead, be unafraid to be yourself and take chances. Reach out to someone who inspires you to see what wisdom they may have to share or try to network with someone to see how you can reciprocally support one another. Take a chance, give it a shot and know that I for one will be cheering for you, whether you see me or not. Do not let your happiness or the fate of your business rely upon someone else – listen, pivot, be patient, and ask for help when needed.

What is your entrepreneurial superpower? How has it helped you overcome challenges or seize opportunities?
RH: My entrepreneurial superpower is paying attention to the little things—every single detail matters to me. Whether it’s making sure the animals are happy, comfortable, and loved or getting our products just right, this focus on the details helps me create something special for our customers. It’s not just about what we make or do; it’s about the care and quality behind it.

I also believe in supporting others in their own dreams and goals. By building relationships and connecting good people to other good people, I’ve been able to create opportunities not just for myself but for my neighbors and loyal customers. Networking isn’t just about business—it’s about kindness and making sure we all grow together.

Can you share one of your proudest moments and one of your darkest days as an entrepreneur? What lessons did those experiences teach you?
RH: One of my proudest moments was having the ability to adopt a local family in need while also donating supplies to five local animal shelters. Despite being a small business, the only reason Ry’s Farm Fresh exists is due to the community support I have received from others so in my own effort to pay it forward, I emphasize giving to others as a core mission of Ry’s Farm Fresh. Building such an expansive network of friends and sense of community among Ry’s Farm Fresh customers, also allows me to feel comfortable asking for help when I need it. When I decided to build an all-organic lotion line, I leaned into my Ry’s Farm Fresh customers for feedback. I have learned that listening and taking feedback is crucial to sustaining a strong and resilient business – listening to customers and what their needs are helps me figure out what I can do to directly help others. While Ry’s Farm Fresh boasts my name in the name of the business, I understand that it is a group effort on behalf of so many that allows me to pursue my passion. I am proud to know that collectively, I have built Ry’s Farm Fresh with the support and guidance of many mentors and business partners.

What personal values drive you as an entrepreneur?
RH: Kindness, generosity, transparency, and responsibility are the values that guide everything we do at Ry’s Farm Fresh. Being kind and generous means always looking for ways to support others—whether it’s providing fresh, high-quality products to our customers, lending a hand to neighbors, or ensuring our animals are well cared for. Transparency is at the heart of our business because I believe people should know where their food comes from, how it’s made, and the effort that goes into it. I openly share my process, challenges, and successes so customers feel connected to what they’re supporting.

Responsibility is just as important—it reminds us to care for the world around us. That means making sustainable choices, treating animals with respect, and being mindful of how our actions impact the land, our customers, and the greater community. Every decision, from the way we source materials to the partnerships we form, is rooted in these values, ensuring that Ry’s Farm Fresh continues to grow in a way that is both meaningful and intentional.

How have those values influenced your company’s culture and mission? Can you share an example?
RH: Our mission is built on the idea of helping others and fostering a sense of connection. Kindness and generosity shape everything we do—from the way we care for our animals to how we interact with customers and give back to the community. We keep our prices reasonable so that more people can access natural products, and we reinvest a portion of our profits into causes that matter, including animal shelters, first responders, and families in need.

One example of this is when we noticed a local animal rescue struggling to afford essentials for their pets. Knowing we could help, we used a portion of our sales to provide bedding and supplies. That experience reinforced how even a small act of kindness can create a ripple effect of goodness. It’s not just about running a business—it’s about building something that makes a real difference, one thoughtful decision at a time.

What’s it like working alone or with a team? How do you approach building strong partnerships?
RH: I’m lucky to work with my family, and we make a great team. Everyone has a role to play, and we all support each other to get things done. Mom brings the big ideas and keeps everything running smoothly, Yaya adds her wisdom and warmth, and Papo ensures the farm is in top shape. We collaborate by sharing ideas, working through challenges, and celebrating our wins together. It’s this kind of teamwork that has allowed Ry’s Farm Fresh to grow in such a special way.
Strong partnerships, whether within our family or with others, are built on trust, honesty, and appreciation. When people know they can count on you and that you genuinely care, those partnerships naturally grow and thrive. This same principle guides how we connect with our customers, friends, and local collaborators. It’s all about fostering relationships that are authentic and meaningful.

What role has mentorship played in your journey—whether as a mentor or a mentee? Share a story that highlights its impact.
RH: Mentorship has been a large part of Ry’s Farm Fresh. Mentorship spans not only the influence on my business practices and policy building but has also included the humanistic component of establishing and building genuine rapport with others. The mentors in my life come from a variety of backgrounds and cultures and for that, I am ever grateful!

My entire family is always there to cheer me on and help with ideas. My mom teaches me how to stay organized, helps take orders, and keeps me motivated when things get busy. My mom is also my primary researcher; when I come up with a new idea I am inspired by, my mom and I together investigate the logistics of my ideas, to see the feasibility of them. She helps me connect idea to product, including each of the steps in-between. My grandmother, Yaya, is amazing at showing me how to connect with people and make them feel special. She is quite extroverted, so I learn a lot about networking from her and also find my confidence for engaging in new social situations alongside her. She’s also very versed in starting a business from the ground up, having helped my grandfather start his own business 30+ years ago, so she has helped me figure out some of the basics for getting my own business started. My grandfather, Papo, not only runs his own business but also helps me with mine. Helping me care for the animals to make sure they are healthy and protected, Papo often helps me fix the coops and make new playgrounds for the chickens as well. A kid at heart, Papo and I find great joy in roaming around the farm and looking for things to do together. Lastly, my godparents have been amazing mentors in both building my own business as well as being product testers. I mentioned earlier that my godparents are Turkish so in all areas of my life, I have learned that there is a Turkish proverb for near everything I say and do.

Aside from the generosity of helping me understand good business practices and investing decisions for sustainability purposes, my godparents, Teyze and Amca, are some of the most talented and humble individuals in my life. Treating everyone with kindness and respect, I remain ever inspired by them. Teyze and Amca have reiterated to me throughout my business journey, Damlaya Damlaya Göl Olur, which while literally means ‘drop by drop makes a lake’ is meant for me to understand that ‘small steps lead to greatness’. This is their constant reminder to me that small and intentional decisions build a stronger foundation for a more lasting business venture.

Honestly, I am surrounded by amazing people in my life, each possessing different skills, interests, backgrounds, and cultural perspectives. Because of this, I find myself uniquely positioned to tap into each of their areas of expertise to be able to learn and grow in new ways that ultimately help me grow as a person, CEO, and help support my business. Their guidance inspires me to work hard and stay curious.

Taking a look at any one of my mentors, one of the best lessons I have learned from them all is the notion of giving back to others. With every decision I make with Ry’s Farm Fresh, I am asked “what is your intention?”. This question not only challenges me to figure out what customer needs I am trying to address but more importantly, how my decision may ultimately give back to others. I pride myself on maintaining a business that regularly donates to local first responders but I want to grow my presence in the “giving” space so with my mentors continually supporting my efforts, I have grown my business to a place that I can set greater funds aside to adopt local families in need and also regularly donate toys and blankets to local animal shelters. Seeing exactly where the funds are going and what they are helping with, I am able to relay these stories onto my customers which allows them to also see how they are meeting local needs simply by supporting Ry’s Farm Fresh. The support I receive from my mentor’s is endless and invaluable. Their support reminds me every day that Ry’s Farm Fresh is about more than selling—it’s about kindness and building a community.

What excites you most about the market or industry you operate in? How are you navigating its challenges and changes?
RH: I’m excited that people care about natural, local products and are unafraid to support a young entrepreneur! The passion for high-quality, locally-sourced goods is encouraging, and it motivates me to keep moving forward. However, a challenge for any business is balancing growth with staying true to core values. To navigate this, I take it one step at a time and focus on proactive efforts to manage both the opportunities and challenges that come my way.

A current challenge we’re facing is the increased demand for our eggs due to nationwide shortages caused by the bird flu. As a small farm that’s building in a stepwise manner, it’s essential to understand my capabilities and set realistic expectations. With this in mind, we’ve seen an uptick in customers wanting our eggs, and while it’s exciting, it’s also tough to keep up. Thanks to our core value of transparency, we’ve been able to explain to customers that we operate on a smaller scale and work with a flexible schedule.

I firmly believe in being honest with our customers. We may not be able to fulfill orders as quickly as larger operations, but we ensure that our farm animals are cared for in the best possible way. Our animals are never seen as just egg-layers; they are loved and cherished, given free-range space, warm shelters in the winter, and a stimulating environment. As a result, they produce the most delicious eggs.

Recently, I received feedback from a loyal customer who suggested we raise our prices due to the national egg shortage. While I understood the rationale from a business perspective, my mission has always been centered around helping our neighbors. So, I made the decision not to increase our prices. I don’t believe people should have to pay more to have access to healthy, natural food. Instead of profiting from the chaos impacting commercial egg sales, I decided that Ry’s Farm Fresh would remain a reliable, affordable source for high-quality eggs (and more!).

What’s one daily ritual or practice that keeps you grounded and focused?
RH: Feeding and caring for all the animals every day keeps me grounded. Each morning, I’m greeted by a turkey looking for a hug, a chicken curling up for a nap on my lap, and the piglets nudging me for extra attention. I save honeybees from the ponds, tickle the pigs’ ears, and slip treats to the dogs, my loyal companions. These moments remind me of the beauty of nature that surrounds me every day, and I am humbled by how fortunate I am to live on a farm that protects me from the hustle and bustle of daily life.

Don’t get me wrong, the farm can be chaotic, noisy, and full of a hundred projects that need attention. But it’s in the beauty of these small, everyday moments—like the wet nose of a piggy thanking me for a warm blanket or chickens singing in chorus from their new perch—that I find my true grounding. Watching turtles bask in the sun, or hearing the bees buzz, I stop to fully experience and appreciate the life around me. These moments help me stay centered, connected to the health and well-being of everyone here, and tuned into what matters most.

This daily ritual not only keeps me grounded but also reinforces why I started Ry’s Farm Fresh. It’s a reminder that even in the busiest times, if I approach everything with intention, care, and kindness, I’m on the right path. Helping others, whether it’s animals or people, begins at home, on my farm. This practice gives me the clarity to keep focused on my mission and maintain balance in both my personal life and the business I’m building.

Share a moment when your resilience as an entrepreneur was tested. How did you push through, and what did you learn?
RH: To me, resilience is about giving grace and learning to adjust as needed, especially when unexpected challenges arise.
A moment that tested my resilience was when we had to find ways to protect our chickens during an extreme cold snap. While chickens typically have feathers to keep them warm, a long, stagnant cold spell made me worry about their well-being. I realized that despite their natural insulation, they needed a little extra help to stay safe and comfortable.

We quickly got to work—my mom and Papo set up extra heaters in the coops, Yaya and I brought in warm blankets and extra hay to help insulate their space, and I spent extra time checking on them to make sure they were okay. I even broke up the ice in their water troughs and provided additional sources of natural protein to ensure they had everything they needed. I knew that the cold would also likely cause a dip in egg production, which meant fulfilling customer orders would be slower than usual. This was a tough reality, but it presented an opportunity to educate my customers about the challenges of winter chicken care.

By staying transparent and sharing updates on the farm’s struggles and triumphs, I gained the support and understanding of my customers. It was a reminder that being honest with those who support you creates a bond of trust and flexibility.

This experience not only reinforced the importance of preparation but also underscored how much I rely on my family team to make it through difficult times. While it was a stressful and emotional experience, it showed me that resilience isn’t just about surviving tough moments—it’s about adapting and growing stronger together, even in the face of hardship

What kind of entrepreneur do you aspire to be? How do you want to be remembered in your industry or community?
RH: I want to be remembered as someone who cared deeply—about animals, people, and making the world a little better. I hope people see me as someone who gave more than I took, and who built a business not just for profit but for purpose. I aspire to show that even a small business can create big change, whether it’s by helping a family in need, supporting local shelters, or just making someone’s day a little brighter.

In this pursuit, I share my journey with the Ry’s Farm Fresh community through monthly newsletters, offering insights into farm life, lessons learned, and the joys and challenges of running a small business. I also create monthly profiles, each time highlighting one of our beautiful chickens and introducing customers to the personalities behind their eggs. By sharing these stories, I hope to foster a deeper connection between my customers and the farm, making them feel more connected to the animals and the care that goes into every dozen eggs.

More than just a business owner, I hope to inspire others in my community to pursue their passions and support each other along the way. Life is much more enjoyable when we can laugh and find the good in every experience. Even in the face of hard lessons learned, I try to share the humor in my missteps with those who support me and my business, turning everyday moments into something meaningful. Through kindness, collaboration, and a little laughter, I want to build a legacy that celebrates the collective strength of our community, showing that when we lift each other up, we all rise together.

How does your work contribute to solving larger societal challenges or helping others?
RH: At Ry’s Farm Fresh, we focus on making healthy, natural products accessible to more people. But we don’t stop there—we use a portion of our profits to give back to our community. Whether it’s donating to animal shelters, volunteering our time to help community efforts, providing resources to first responders, or assisting families in need, our work is about more than just the products we sell—it’s about creating a positive impact that extends beyond our farm.
We also place a strong emphasis on teaching others about caring for animals and the environment. Through our actions, we aim to demonstrate how small changes—like choosing organic products, supporting local businesses, or adopting sustainable practices—can make a big difference. By educating and inspiring those around us, we hope to spark a broader movement where people feel empowered to make choices that benefit not only their immediate communities but also the world at large. Our mission is to show that through thoughtful, responsible actions, we all contribute to the larger solutions needed to address society’s challenges.

What’s one piece of advice you would give to aspiring entrepreneurs about building and leading teams?
RH: Take care of your team the same way you take care of your customers. Listen to them, support them, and celebrate their strengths. Everyone has something special to bring to the table, and when you work together, you can solve problems more creatively and effectively.
It’s also essential to foster a clear vision and a sense of shared purpose. Make sure everyone understands the mission and feels personally connected to it. When your team sees how their individual contributions fit into the bigger picture, it encourages greater engagement and collaboration.
And, don’t forget to show appreciation. A simple “thank you” or a moment to recognize someone’s hard work can go a long way in building a strong and happy team. When people feel valued and trusted, they’ll go above and beyond to support the team’s success.

Do you have a favorite quote or mantra that keeps you motivated on tough days?
RH: “Lead with kindness, work with purpose, give back, and leave a positive impact wherever you go.”

If someone wrote a book about your entrepreneurial journey, what would the title be?
RH: “Farm Fresh Dreams: Nurturing Kindness, One Egg at a Time”

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What does “entrepreneurship” mean to you? How has your understanding of it evolved over time?
Feven Yohannes: To me, entrepreneurship means curiosity, creativity, courage, and community. As an African woman with Eritrean roots, I’ve seen this spirit everywhere—from my travel to Ghana’s Makola Market, where women’s innovation inspired me deeply.

Over time, I’ve learned entrepreneurship isn’t just about starting a business—it’s about resilience, vision, and building something lasting. For me, it’s both personal and generational: honoring the women before me and creating a legacy for those who will follow.

Helena Yohannes: Entrepreneurship, to me, is about creating solutions that inspire impact, connection, and community. At first, I saw it mainly as building a business, but over time I’ve come to see it as resilience, adaptability, and purpose—using vision to empower others and create lasting value.

Tell us about your first experience with entrepreneurship. What sparked your interest in building something of your own?
Feven & Helena: To be completely honest, we didn’t start out calling ourselves entrepreneurs. Our first creative outlet was a blog called Feven and Helena. At the time, we were both working nine-to-six jobs, and the blog became a space where we wrote about the things that inspired us—food, fashion, décor, and more. But what really stood out to our readers was beauty. People constantly asked us about our signature looks, especially our eyeliner, and that feedback planted an early seed.

Through that blog, we promoted our first product line: Asmara Decor, a collection of throw pillows named in honor of our country. It was about making a home feel more beautiful, more lived-in, and more polished. From there, just for fun, we designed some T-shirts inspired by a beauty slogan, and they sold out within a week. That was the moment we realized, “Okay, we might be onto something.” For us, it wasn’t about chasing the label of “entrepreneur”; it was about the thrill of creating something that people genuinely connected with. Those early experiences showed us that building something of our own could be both empowering and deeply fulfilling.

At our core, we’ve always loved solving problems. And in beauty, the “problem” we wanted to address wasn’t women’s faces—it was the industry itself. Words are powerful, and we were frustrated by terms like “anti-aging,” as if growing older isn’t a gift. Add to that the unrealistic images women are constantly expected to live up to, and we knew there was space for something different. So we decided: why don’t we be the brand we don’t see? That conviction—to create a more authentic and empowering vision of beauty—is what truly sparked 2•4•1 Cosmetics.

What is the origin story of your company? What motivated you to start, and how did those early days shape your journey?
Feven & Helena: The name 2•4•1 is rooted in our identity as twins. Growing up, people would always ask, “Are you two-for-one?” But our father taught us an important lesson early on: “There’s no discount on your self-worth.” Our mother may have had one pregnancy and given birth to twins—hence 2•4•1—but we are each our own person. That belief became the foundation of our brand ethos: embracing all facets of your personality, without being boxed into one role.

When we first came to America as little girls, beauty became our bridge. Being Black in neighborhoods where most of the girls were white, we would forge friendships by doing makeovers—literally putting Vaseline on their faces and calling it “glam.” Even at seven years old, we understood that beauty wasn’t just about the product; it was about connection, confidence, and community.

After college, our first official beauty job was working at the Macy’s counter. Ironically, we didn’t last long—not because we weren’t good at sales, but because we were talking too much to our customers. What might have seemed like a weakness then—our need to connect—became one of our greatest strengths as founders.

Ultimately, what motivated us to start 2•4•1 Cosmetics was a mix of passion and purpose. We were always known for our love of beauty—our signature winged eyeliner, our blog where people constantly asked what products we used, our makeovers on friends—and we realized we could turn that passion into something bigger. We also wanted to push back against the over-contouring trend and instead champion a philosophy of makeup that enhances rather than hides, inspired by our mentor Bobbi Brown. In a world of filters, we believe authenticity is its own rebellion.

And woven into all of this is the image of our mother. She was a nurse and the backbone of our family, often working overtime shifts. Even when she was exhausted, she would always take a moment to put on her red lipstick. That simple ritual was more than beauty—it was meditation, a small act of care for herself after caring for everyone else. Watching her taught us that beauty is not vanity, but a form of resilience, self-expression, and strength. That memory of her red lipstick is one of the lasting inspirations behind our brand.

Today, we affectionately call her our Chief Marketing Officer—because she’s always promoting 2•4•1 on Instagram with the same pride and energy she’s shown us our entire lives. So thank you, Mom.

What do you wish you had known when you started? If you could go back, what would you do differently?
Feven: If I could go back, I would remind myself that I didn’t need to be perfect or have all the answers from the start. In the early days, we couldn’t afford to outsource talent, so I felt an enormous pressure to do it all. But what I’ve learned is that mistakes are part of the process—as long as you keep moving the needle forward, those lessons become invaluable. Progress and resilience matter more than perfection.

Helena: I wish I had known that the most important step is simply to start. Early on, I spent too much time overthinking and striving for perfection, when in reality I already had what I needed to begin. If I could go back, I’d remind myself—like in The Wizard of Oz—that you’ve always had the power; you just have to take the first step.

Has there been a pivotal moment or a game-changing decision that defined your growth as an entrepreneur?
Feven & Helena: One of the most pivotal moments in our journey came when we were selected for Oprah’s Favorite Things—not once, but twice. We’ll never forget that feeling. As we often say, Oprah verified our company in real life. To have someone of her influence and integrity endorse us so early on was not only humbling, it was transformative. It gave our young brand a credibility that no marketing budget could buy.

Looking back, it was more than a business milestone; it was a lesson in faith, resilience, and the power of authentic connection. It reminded us that when you build with heart, the right doors open—even in the most challenging of times.

What is the biggest milestone you hope to achieve in the next three months, and why is it important to you and your business? How are you planning to tackle it?
Feven & Helena: In the next three months, our biggest milestone is raising our first round of funding. 2•4•1 has already proven its resonance—our community is engaged, our products sell, and our story continues to open doors. Now it’s about scale. We’re not looking to hold on to 100% of something small; we’re focused on building a brand with global reach and real staying power.

We also recognize that less than 0.1% of venture capital goes to women of color. Instead of seeing that as a barrier, we view it as an opportunity to lead and to redefine what success in beauty entrepreneurship looks like.

Our approach is intentional: align with the right partners, highlight our traction, and scale with purpose. We’ve built the foundation; this next chapter is about accelerating growth with investors who share our vision.

What does “success” mean to you, both personally and professionally?
Feven: To me, success is about more than accolades—it’s about peace of mind, good health, and building a legacy that uplifts others. As a little girl, I told my father that one day I would return to Eritrea and build a library in his name, because he has always loved to read and instilled in me the belief that education is the true window to opportunity. That dream has never left me. Today, I imagine expanding it even further—integrating modern tools like AI to create access and possibility for future generations. True success is honoring my parents and my country in a way that leaves a lasting impact.

Helena: For me, success is living with happiness, health, and joy. Personally, it means providing a strong financial foundation for my daughter, Arsema, so she grows up with stability, opportunities, and the freedom to pursue her dreams. Success also means honoring my roots by building roads in my parents’ village in East Africa and supporting extended family. Professionally, it’s about creating lasting impact — work that provides for my family while inspiring and uplifting others, so my achievements ripple far beyond myself.

Share your boldest dream for your business and the world. What’s your plan to make it a reality?
Feven & Helena: Our vision is to scale 2•4•1 into a global beauty brand that redefines connection through cosmetics. From the beginning, we’ve believed beauty is more than products—it’s about creating moments of confidence, belonging, and resilience. With dual-purpose innovations, elevated packaging, and a “less is more” philosophy, we’re building a brand that enhances rather than masks. We’ve grown without outside investment, fueled by community and grit, and now—with the right partners—we’re ready to expand globally, and one day become a brand powerful enough to be acquired by a major conglomerate. For us, entrepreneurship isn’t just about growth—it’s about legacy, giving back, and proving that resilience can be beautiful.

What is your entrepreneurial superpower? How has it helped you overcome challenges or seize opportunities?
Feven: In second grade, my teacher told my parents, “Feven is such a sweet girl, but she’s a daydreamer.” And honestly, I’m still that girl! That ability to see possibilities where others see limits has become my entrepreneurial superpower.

Faith and vision guide me, along with trusting my instincts in culture and beauty. That’s why our brand ethos is Dare to be Classic—because while trends come and go, timeless beauty endures.

But above all, my greatest gift is connection. Even as children, beauty was how we built friendships, and today it’s still a conduit to confidence and community.

Helena: My entrepreneurial superpower is an uncommon ability to persevere with patience. No matter how difficult the challenge, I stay steady and almost delusionally optimistic. That calm persistence allows me to see solutions more clearly, build trust with others, and turn obstacles into opportunities.

Can you share one of your proudest moments and one of your darkest days as an entrepreneur? What lessons did those experiences teach you?
Feven & Helena: One of our darkest days as entrepreneurs came very early. We launched 2•4•1 Cosmetics in July 2019, and by March 2020, COVID hit. Practically overnight, we went from steady sales to zero. As Helena once said, we never anticipated that hand sanitizer and toilet paper would be our biggest competitors. But then came one of our proudest moments. Out of the blue, we received an email from Oprah Daily. That moment felt surreal—going from a brand on the verge of shutting down to being recognized by someone we deeply admire. Soon after, we had the privilege of working with Adam Glassman to create a curated lip gloss collection, which went on to be featured in Oprah’s Favorite Things. That collection sold out in two weeks and quite literally saved our company.

Entrepreneurship will test you, but sometimes your biggest breakthrough comes right after your darkest moment. For us, that juxtaposition—between despair and opportunity—proved that when you stay true to your vision, the right doors can and will open.

What personal values drive you as an entrepreneur?
Feven & Helena: Integrity is the value that drives us most as entrepreneurs. It’s one of our favorite words, and for us, it’s not just about how we run our business, but how we connect with our community. Words matter, and that’s why we became the first beauty brand to incorporate positive affirmations directly into our products.

Our values are literally woven into every product, every description, every touchpoint of 2•4•1. They are what keep us grounded as founders and what make our brand stand out in an industry often driven by trends. At the end of the day, our values aren’t just what we talk about—they’re what we build into the experience of our community.

How have those values influenced your company’s culture and mission? Can you share an example?
Feven & Helena: On our website, you’ll see not only the ingredients but also a mantra. For example, our Role Model Lipstick isn’t just about its nourishing formula—it’s about the reminder that you are the most influential person you’ll ever meet, you are your own role model. Those affirmations are intentional because we believe beauty should uplift both the inside and the outside.

What’s it like working alone or with a team? How do you approach building strong partnerships?
Helena: Working with my twin is a rare advantage. We don’t always agree, but that healthy tension sharpens our ideas and strengthens our partnership. We each bring unique strengths yet stay aligned on the same vision. Right now, we run lean and build strategically outsourcing top-tier talent as needed so we remain nimble, focused, and true to our brand.

What role has mentorship played in your journey—whether as a mentor or a mentee? Share a story that highlights its impact.
Feven: Mentorship has been such an important part of our journey. When we were preparing to launch our website, I reached out to Diane von Furstenberg, and she shared a piece of advice that has stayed with me ever since. She said, “Make sure you and your sister are at the forefront. I want to see you both on the landing page. Share your story.”

At the time, we hadn’t planned on being the faces of our brand—we thought we’d hire models—but her words reminded me that people don’t just buy a product, they connect with the story behind it. That was a turning point. By showing up authentically as founders, we gave our community not just a product, but a relationship built on trust and accountability.

And as a little side note, I had the privilege of winning Diane von Furstenberg’s “The Woman I Wanted to Be” competition. With it came not only a Fiat, but also something far more valuable—a mentorship that encouraged us to lead with our voices and our vision. It was a reminder that in an industry filled with noise, your story is what sets you apart.

What excites you most about the market or industry you operate in? How are you navigating its challenges and changes?
Helena: What excites me most about the beauty industry is how dynamic and inclusive it’s become. Consumers want authenticity, transparency, and products that align with their values—creating space for brands like ours to lead with purpose. Platforms like Instagram and TikTok make this even more powerful, giving us community, real-time feedback, and co-creation with our customers. To navigate industry challenges, we stay nimble, running lean, building strategically, and staying true to our vision of delivering clean, effective beauty with impact.

What’s one daily ritual or practice that keeps you grounded and focused?
Feven: Every night before I lay my head down, I write five things I’m grateful for from that day. Sometimes it’s something small, like enjoying a bowl of Purely Elizabeth’s keto cereal, and other times it’s something profound, like the gift of my health or the love of my beautiful family. That practice of pausing to reflect—even on the simplest joys—keeps me grounded. Gratitude shifts my perspective, helps me close the day with peace, and reminds me of how blessed I truly am.

Helena: One of my most grounding rituals is putting my one-year-old daughter, Arsema, to sleep. We read a book together every night, and in those moments the world feels small—it’s just the two of us. That simple, tender routine reminds me what truly matters, fills me with gratitude, and keeps me centered no matter how overwhelming life gets.

Share a moment when your resilience as an entrepreneur was tested. How did you push through, and what did you learn?
Feven & Helena: What excites us most about beauty isn’t just the products—it’s the people. When a woman tells us she wore our Role Model Lipstick before a big presentation and stepped into her power, or when a mom takes 15 minutes for herself and feels renewed—that’s when we know beauty is about more than the mirror.

Yes, supply chains and forecasting are challenges, but if you think we’re only selling beauty, you’ve missed the point. We’re building a community where women feel seen, valued, and empowered—and that makes every challenge worth it.

How do you manage the demands of entrepreneurship while maintaining your well-being? What strategies work best for you?
Helena: I don’t subscribe to the myth of burnout—rest is power. When I prioritize sleep, movement, and self-care, I lead with clarity, make stronger decisions, and create space for both my team and our community to thrive.

Where do you find inspiration to fuel your vision? Do you have any creative habits that help you stay innovative?
Feven: Inspiration, for me, comes from real women and real conversations. I was at Whole Foods recently when a woman asked me what vitamins I take because she felt her iron was low. And I told her, “Yes, take your supplements. But in addition, take 10 minutes for yourself—apply that makeup, look in the mirror, and invest in you.”

That’s the essence of beauty. It’s not frivolous—it’s foundational. When a woman feels good about herself, she steps into her power, whether that’s in a boardroom, at an interview, or in her own home. That shift in confidence is transformational.

Creatively, I’m deeply visual—I’m constantly mood-boarding, constantly on Pinterest—but my greatest source of inspiration will always be my roots: my mother, my heritage, and Africa itself. Beauty was born in Africa, and honoring that truth while re-imagining it for today’s woman is what fuels me.

Helena: I find inspiration in unexpected places, but recently I’ve been moved by the podcast ASPIRE by Emma Grede. She often says, “you can be what you don’t see,” and that resonates deeply with me. Growing up, I didn’t see many examples that looked like me, but I did see unwavering optimism, hard work, and compassion. As a founder, I lean into being that example. I want to be the brand I don’t see, because just maybe, in doing so, we can inspire little girls to dream bigger too. That belief fuels my vision and drives me to keep innovating, especially in spaces where representation has been limited.

One simple habit that keeps me creative is prioritizing sleep—it’s critical for clarity, focus, and the kind of decision-making.

Have you raised outside capital for your business? If so, what kind, and why did you choose that route?
Feven: No, 2•4•1 Cosmetics is privately owned—we’ve built it from the ground up, and we still own 100% of the company. We haven’t raised outside capital yet, but we are now preparing for that next chapter. In fact, we just finalized our deck, so the timing couldn’t be more perfect to be discussing this on this platform.

We’re proud of what we’ve accomplished as a self-funded brand, but we also know it’s time to scale. Raising capital for us isn’t just about money—it’s about finding the right partners who believe in our vision and can help us take 2•4•1 to the next level.

If you’ve chosen not to raise capital, what influenced your decision?
Helena: The truth is, less than 0.1% of venture funding goes to women of color, so in many ways the choice not to raise wasn’t entirely ours—it was the reality of the landscape. But we turned that challenge into an opportunity. Building 2•4•1 without outside capital allowed us to focus on our customers, strengthen our community, and refine our products. Six years in, we know our strengths, where we need support, and we’re ready to scale with partners who share our vision.

What are some of the biggest barriers you’ve faced as an entrepreneur? How have you overcome them—or how are you working to do so?
Feven: Capital has been the biggest barrier—we all know you need resources to scale. But being self-funded also sharpened our focus. It pushed us to build community, to listen closely to our customers, and to be incredibly disciplined. Now, as we prepare to raise, we see it as the right time to take everything we’ve built and scale it with partners who share our vision.

What do you think needs to change in the entrepreneurial ecosystem to reduce barriers for others?
Helena: The truth is, as Black founders, we’re often over-mentored and underfunded—and that’s where this conversation must begin. Less than 0.1% of venture funding goes to women of color, and that gap isn’t about talent or ideas, it’s about access. Mentorship is valuable, but without capital, companies can’t be built.

What needs to change is intentional investment. The ecosystem must move beyond performative inclusion and start writing the checks that allow underrepresented founders to scale. We don’t need more advice, we need resources, networks, and decision-makers willing to back us. Talent and vision are universal, but opportunity is not. Thank you to Nasdaq Faces of Entrepreneurship for giving us a platform to say this plainly. These conversations matter, but turning them into action matters most.

How do you cultivate and maintain relationships that help you as an entrepreneur, whether for funding, mentorship, or collaboration?
Feven & Helena: Cultivating relationships has always come down to authenticity. We don’t just reach out to mentors or peers when we need something—we check in to say hello, to ask how their family is doing, or to celebrate a milestone. Growing up as immigrants, born in a refugee camp in Sudan, we learned early on that community is survival. True relationships grow when they’re nurtured consistently, not just when you’re seeking help.

And while we deeply respect AI—and believe it has unlocked extraordinary tools—there’s one thing it can never replace: human connection. AI won’t sit across from you in a job interview, it won’t shake hands at a networking event, and it won’t build trust on your behalf. What separates us as entrepreneurs is our ability to show up authentically, invest in people, and build meaningful connections. That’s the kind of capital that compounds over time.

What kind of entrepreneur do you aspire to be? How do you want to be remembered in your industry or community?
Feven & Helena: We deeply admire entrepreneurs like Diane von Furstenberg, Oprah Winfrey, Bobbi Brown, and Emma Grede—women who didn’t just build businesses, but built legacies. They’ve shown us that entrepreneurship can be about far more than products; it can shape culture, open doors, and inspire generations.

For us, that’s the aspiration. We want to be remembered not only as successful entrepreneurs but as women who led with kindness, humility, and grace. In a business world that often equates leadership with ruthlessness, we want to prove that strength can coexist with decency—and that integrity and vision build lasting brands.

At the end of the day, our legacy won’t just be beauty. It will be about community, impact, and ensuring we leave people better than we found them.

How does your work contribute to solving larger societal challenges or helping others?
Feven & Helena: At 2•4•1 Cosmetics, we’re not just building a beauty brand—we’re building a movement. As Black founders, we’ve built our own table and the chairs for everyone to join. Our mission is to redefine beauty with inclusivity, confidence, and community at the center—because when women feel seen and empowered, it impacts far beyond the mirror.

Have you faced a major crisis in your business? How did you navigate it, and what advice would you give others in similar situations?
Helena: Nine months after launching 2•4•1 Cosmetics, the world shut down with COVID-19. For many founders, that moment was a breaking point. For us, it became a defining one. We didn’t have outside capital to fall back on, so we leaned into what we did have: our faith, our grit, and our community. We listened to our customers, doubled down on storytelling, and stayed anchored in our mission. My advice: in a crisis, the spreadsheets are important—but what will carry you through is conviction, resilience, and the courage to bet on yourself.

What’s a problem that keeps you up at night, and how are you working to solve it?
Feven & Helena: The problem that keeps me up at night is scale. We know the demand is there—women write us every day about how our products and our message empower them—but as a self-funded brand, the challenge is meeting that demand at the pace the market moves. How we’re solving it is by being intentional: refining our operations, strengthening our supply chain, and now, opening the door to the right kind of investment. Not just capital for the sake of capital, but partners who believe in our vision of building a beauty brand rooted in community, authenticity, and impact.

What’s one piece of advice you would give to aspiring entrepreneurs about building and leading teams?
Feven: Great leaders don’t just manage—they empower. My job is to help people identify their superpower and give them the space and ownership to use it; when a team feels trusted, they’ll take the vision farther than you can alone.

I also believe in building a real presence early: show up on LinkedIn with intention, share your ideas, and nurture relationships consistently. We live in a world of artificial intelligence—let’s not mistake it for artificial intentions. Authenticity compounds; relationships are the asset.

Helena: My advice to aspiring entrepreneurs is simple: know your customer. When you build with their needs at the center, your team stays aligned, focused, and impactful.

Do you have a favorite quote or mantra that keeps you motivated on tough days?
Feven: A quote that has carried me through some of the hardest seasons of my life is, “Tough times don’t last, but tough people do.” After I had surgery to correct issues with my uterus, my brother Nate gave me a card with those words written inside. And in that moment, I felt something shift. I thought to myself: Yes, the pain is real, but so is my resilience. I will rise, I will move forward.
That mantra stays with me because it speaks to the truth of where I come from. I carry the bloodline of my mother and father—two people whose lives are a testament to strength, courage, and faith. On difficult days, I remind myself that I’m their daughter. Tough times will pass, but the spirit they instilled in me will last forever.

Helena: After a tough season of highs and lows, I reminded myself: “You get what you give, but never give to get.” To me, it means whatever you put into the world will find its way back to you, but it must come from a place of purity, not expectation. It’s a spiritual echo of Newton’s law—what you do unto others will return to you. So keep your standards high, and your values even higher.

If someone wrote a book about your entrepreneurial journey, what would the title be?
Helena: The book would be called Don’t Let the Eyeliner Fool You. I came up with that line back when I was working in advertising and sponsorship at the Writers Guild of America. I was one of the youngest people in the room, and often underestimated. People saw the eyeliner, but not the strategist behind it. That’s when I said to myself, “Don’t let the eyeliner fool you.” And it’s stuck—because you can be both brains and beauty. You can be two-for-one. 

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