Female Founders: Adriana Luna Carlos of She Rises Studios On The Five Things You Need To Thrive and Succeed as a Woman Founder
An Interview With Doug Noll
Not everyone is cut out to be a founder, and I believe that’s perfectly okay. The entrepreneurial journey requires a unique set of sacrifices and an inherent drive. Some individuals may not be inclined to lead or thrive in an environment filled with unpredictability. However, those who possess compassion tend to excel in the role of a founder, in stark contrast to those motivated solely by self-serving reasons. A founder with genuine compassion not only fosters a positive work environment but also elicits a more favorable response from both employees and customers alike. The understanding and empathy that come with compassion create a ripple effect, contributing to the overall success and resonance of the entrepreneurial venture.
As a part of our series about Women Founders, we had the pleasure of interviewing Adriana Luna Carlos.
Designer, Author, Mentor. Adriana Luna Carlos is a spirited and intelligent woman focusing on helping others alike to rise and become unafraid of success. Adriana found her passion in graphic & web arts and has been doing so for over 10 years. She founded Adriana Luna Designs in 2013 and co-founded She Rises Studios in 2020, amidst a global pandemic. With a deep understanding of insecure idiosyncrasies, She challenges us all to accept nothing less than a life of excellence!
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
I grew up in a household filled with entrepreneurial spirit, thanks to my dad who started his own company when he was just a kid. My journey into the world of business began early, as I initiated my first-grade ventures with yard sales, showcasing a knack for creating money and generating income. In high school, my passion for entrepreneurship deepened as I joined the Graphic Communications Academy for three years, immersing myself in everything related to digital arts. Witnessing my dad’s endeavors only fueled my love for the thrill of transforming nothing into something meaningful. The roots of my current journey trace back to my upbringing and experiences when I launched my freelance company, collaborating with diverse businesses, handling social media management for startups, and working at a print shop for a couple of years. Combining my business background with a versatile skill set, I discovered my calling to assist women in their ventures. Understanding what I could bring to the table, I aimed to provide services that would highlight them in the best possible way. It’s the amalgamation of all these experiences and skills that propels me forward.
Can you share the most interesting story that happened to you since you began leading your company?
Leading my own company has unfolded in a tapestry of stories, not all of them necessarily positive — some are quite amusing, to be honest. This particular story is intriguing to me because it initially scared me. As an introvert, stepping into the spotlight was unnerving, even though those who know me might not peg me as nervous or shy. I’ve discovered that when I overcome my reservations, I thrive. The turning point was when Hanna; my mom and Co-CEO, announced we would be doing a book tour, a venture that nudged me out of my comfort zone. Engaging in activities beyond my usual behind-the-scenes role was an eye-opener. From the inception phase to navigating the day-to-day intricacies, I found the creation side to be the most captivating aspect of the business. Surprisingly, in-person events became indispensable for our progress; they were the key to reaching the level we’ve attained. The very thing that initially frightened me has proven to be the catalyst for our current success.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
One of the funniest mistakes I’ve made was during the SRS Latina event in New Jersey. Admittingly, I’m not great with makeup, and I made the error of waiting until the event to apply it. Knowing that mascara often made my eyes water, I thought I could tough it out. However, once it started to water, I attempted to ignore it until the burning sensation became unbearable. During a photo shoot, I had to abruptly jump out, feeling the curious gazes of everyone around me. It must have seemed like I was upset or frustrated, but in reality, I just needed to address my mascara-induced discomfort. Lesson learned: opt for all-natural mascara at in-person events. The same mishap occurred during an interview at a summit, forcing me to turn off my camera temporarily. Since then, I’ve wised up and switched to natural mascara — a humorous yet valuable lesson in the world of makeup mishaps.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
The guiding force in my life is derived from my family, but interestingly, it’s not confined to a specific individual; rather, it emanates from a collection of stories. I don’t have a singular famous figure that I look up to; instead, I’m someone who gathers nuggets of wisdom, discerns the positive from the negative, and weaves together a narrative for my own journey. I accumulate insights from various sources — lessons from my grandmother, teachings from my dad and mom, experiences from high school, and encounters with both challenging and easygoing individuals. It’s a mosaic of influences that shapes my perspective, and there isn’t one single person who serves as my ultimate inspiration.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. According to this EY report, only about 20 percent of funded companies have women founders. This reflects great historical progress, but it also shows that more work still has to be done to empower women to create companies. In your opinion and experience what is currently holding back women from founding companies?
In my opinion and experience, a significant factor holding women back from founding companies is often rooted in their belief systems. It’s a dual challenge — navigating their own self-doubts and overcoming the external influences from those around them. The people we surround ourselves with play a crucial role in shaping our beliefs and aspirations. Strengthening relationships that uplift and support one’s entrepreneurial ambitions becomes essential. Embracing the belief that there is goodness in every person, while actively filtering out the negative influences, is key. It’s not about discarding your existing community entirely, but rather discerning if certain relationships need to be reevaluated or even let go. Empowering oneself with knowledge through meaningful connections can be a transformative step toward overcoming the barriers that may be embedded in one’s belief system. Ultimately, fostering a positive and supportive environment is paramount for women to break free from constraints and confidently embark on the journey of founding their own companies.
Can you help articulate a few things that can be done as individuals, as a society, or by the government, to help overcome those obstacles?
Addressing and overcoming obstacles related to belief systems requires concerted efforts at individual, societal, and governmental levels. On an individual basis, acknowledging the existence of belief system issues is the first crucial step. One must be willing to accept that there is room for personal growth and adopt a more open-minded approach. Embracing a mindset of continuous learning and self-improvement can be transformative.
At the societal level, there is a need to move beyond surface-level understanding. It involves encouraging people to refrain from taking everything at face value and promoting the habit of reading between the shades. Discouraging assumptions and resisting peer pressure can contribute to a more open and accepting society. Creating an environment that fosters diverse perspectives and encourages individuality can be instrumental.
On the governmental front, education plays a pivotal role. Implementing educational initiatives from a young age that focus on human connection, effective communication, self-discovery, self-acceptance, and understanding our shared humanity can shape a more enlightened society. Government policies can actively support programs that nurture these values, ensuring that education goes beyond academic knowledge to encompass essential life skills.
In essence, the collective effort of individuals, societal norms that encourage openness and acceptance, and well-crafted government policies can pave the way for overcoming obstacles related to belief systems, fostering a more inclusive and supportive environment for everyone.
This might be intuitive to you as a woman founder but I think it will be helpful to spell this out. Can you share a few reasons why more women should become founders?
Encouraging more women to become founders hinges on individual choice and readiness. It’s about identifying if one possesses the qualities to lead and determining the significance of the venture. The willingness to make sacrifices for something important becomes a pivotal consideration. Women, by nature, approach business differently, displaying an innate ability to view a single problem from various angles and generate numerous creative solutions. In contrast to a cut-and-dry, black-and-white approach, women naturally exhibit a more expansive, forward-thinking mindset. This distinctive perspective enables them to inject innovation into business practices, ultimately shaping a more dynamic and forward-looking entrepreneurial landscape.
What are the “myths” that you would like to dispel about being a founder? Can you explain what you mean?
A pervasive myth that needs dispelling is the notion that you must be an expert in every aspect of your business. The truth is, you don’t. What’s crucial is knowing how to assemble a team of capable individuals, understanding the art of delegation, and placing trust in the people you surround yourself with. Trust emerges as a cornerstone for the scalability of your business. This trust is cultivated through effective communication, thoughtful planning, and a keen focus on results. Recognizing that you can’t be an expert in everything liberates entrepreneurs to build a diverse and skilled team, fostering an environment where collective expertise propels the business forward.
Is everyone cut out to be a founder? In your opinion, which specific traits increase the likelihood that a person will be a successful founder and what type of person should perhaps seek a “regular job” as an employee? Can you explain what you mean?
Not everyone is cut out to be a founder, and I believe that’s perfectly okay. The entrepreneurial journey requires a unique set of sacrifices and an inherent drive. Some individuals may not be inclined to lead or thrive in an environment filled with unpredictability. However, those who possess compassion tend to excel in the role of a founder, in stark contrast to those motivated solely by self-serving reasons. A founder with genuine compassion not only fosters a positive work environment but also elicits a more favorable response from both employees and customers alike. The understanding and empathy that come with compassion create a ripple effect, contributing to the overall success and resonance of the entrepreneurial venture.
Ok super. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why?
Embarking on this entrepreneurial journey, there are five crucial insights I wish someone had shared with me before I started. Firstly, the constant need to pivot became apparent, whether due to technological shifts or evolving customer needs. The flexibility to adapt has been a cornerstone of navigating these unforeseen challenges. Secondly, the realization hit hard about the numerous revisions a plan undergoes before it even begins to approach finality. It’s a testament to the iterative nature of refining ideas and strategies in the dynamic business landscape. Thirdly, the joy of creating new divisions, ideas, and concepts alongside our team unfolded as an unexpected delight. The collaborative process of making the team an integral part of innovation has proven to be immensely rewarding. Moreover, the power of collective brainstorming sessions involving team members from all departments emerged as a source of great ideas and effective problem-solving. Lastly, the difficulty in letting someone go was an unforeseen challenge. The realization dawned that it’s not just about parting ways with an employee but severing an invested connection to their future and the unique contributions they brought to the company. These insights, though not initially apparent, have become valuable lessons in the intricate and ever-evolving world of entrepreneurship.
How have you used your success to make the world a better place?
My commitment to success extends beyond personal achievement; it serves as a platform to amplify women’s voices and inspire uplifting change. That’s how I use my success to make the world a better place. Through my journey, I’ve witnessed the transformative power of giving hope to women. My ability to break down complex concepts into relatable and tangible discussions resonates with them in ways they hadn’t experienced before. I understand the unspoken struggles because, as a child, I navigated through a myriad of thoughts that remained unseen by others. Now, I aim to be the person who lends an empathetic ear and a voice to those who may not express themselves overtly. It’s about being a beacon of understanding, translating their unspoken narratives, and creating a space where women feel heard, acknowledged, and inspired to embrace their own journeys.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
Our EmpowerHER Movement stands as a beacon of empowerment, passionately devoted to recognizing and inspiring women to embrace their inherent potential. It transcends conventional norms by fostering a culture centered on collaboration rather than competition. In a world often characterized by challenges and disparities, this movement serves as a catalyst for positive change, promoting unity and mutual support among women. By championing the ethos of empowerment, the EmpowerHER Movement not only nurtures individual growth but contributes significantly to the collective strength of women, creating a ripple effect that transcends boundaries and empowers generations to come. It is a crucial initiative, addressing the need for solidarity and encouragement, and championing the idea that when women support each other, incredible things happen.
We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.
Celine Dion! I love her for a million reasons.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
About the Interviewer: Douglas E. Noll, JD, MA was born nearly blind, crippled with club feet, partially deaf, and left-handed. He overcame all of these obstacles to become a successful civil trial lawyer. In 2000, he abandoned his law practice to become a peacemaker. His calling is to serve humanity, and he executes his calling at many levels. He is an award-winning author, teacher, and trainer. He is a highly experienced mediator. Doug’s work carries him from international work to helping people resolve deep interpersonal and ideological conflicts. Doug teaches his innovative de-escalation skill that calms any angry person in 90 seconds or less. With Laurel Kaufer, Doug founded Prison of Peace in 2009. The Prison of Peace project trains life and long terms incarcerated people to be powerful peacemakers and mediators. He has been deeply moved by inmates who have learned and applied deep, empathic listening skills, leadership skills, and problem-solving skills to reduce violence in their prison communities. Their dedication to learning, improving, and serving their communities motivates him to expand the principles of Prison of Peace so that every human wanting to learn the skills of peace may do so. Doug’s awards include California Lawyer Magazine Lawyer of the Year, Best Lawyers in America Lawyer of the Year, Purpose Prize Fellow, International Academy of Mediators Syd Leezak Award of Excellence, National Academy of Distinguished Neutrals Neutral of the Year. His four books have won a number of awards and commendations. Doug’s podcast, Listen With Leaders, is now accepting guests. Click on this link to learn more and apply.
