Women business owners at nbkc Bank’s Bank on Her event said being your authentic self takes work as a company grows. Floraloom founder Colleen Robertson said a distinctive style helped her focus on corporate events and become more profitable. Startland News reported from the panel. Robertson’s experience shows how building a business around your authentic self can begin with choosing work that fits your style.
At the bank’s Ward Parkway headquarters, she urged entrepreneurs to stand out and “be OK doing something crazy and turning people’s heads.”
Finding Your Authentic Self in Business
Robertson described Floraloom as a Kansas City floral studio known for sculptural, art-driven designs and installations. She said becoming more specific about the work she accepted helped the company become more profitable. She now focuses on corporate events instead of retail and smaller jobs.
Robertson said she tells prospective customers, “I’m not for everyone.” She gave the example of a bride seeking baby’s breath and white roses, explaining that she can appreciate the vision while recognizing Floraloom may not be the right fit.
Robertson said she still takes a few weddings each year, choosing brides who want her “weird, quirky flowers.” She said clients are seeking her out for her style. The approach reflects the growth of a small business built around its distinct identity.
Her path began with taking many kinds of work to build a portfolio and refine her craft. She said she eventually had to decide whether flowers would remain a hobby or become a career. As she developed her aesthetic and style, she became more deliberate about the clients she wanted, the portfolio she was building and the image she projected.
Why Your Authentic Self Can Require Saying No
Other panelists described boundaries as part of running a growing company. Katie Moore, founder of Katie’s Kennel, said her boutique pet care company now has 30 employees. She said time is money, delegation matters and saying no can feel better than saying yes.
Moore recalled that new owners often accept opportunities to get a foot in the door and grow their businesses. But she said that approach can become draining and lead to burnout. Her comments connect with broader questions about the personal sacrifices of small-business ownership.
Panelist Alex Owens said she had been thinking about the limits of time, adding, “you can do anything, you can’t do everything.”
Jackie Nguyen said recovering from burnout as a Broadway performer during the pandemic helped ignite her next chapter: starting Café Cà Phê, her Vietnamese coffee brand. She said the business gave her permission to start fresh and reject other people having a say in her decisions. “I banked on myself, but in a different way,” she said.
Investing in People as a Business Grows
Melea McRae, founder and CEO of Crux, said she invested in her own education while growing the company. She earned an executive MBA at Rockhurst University, regularly waking at 3 a.m. for homework. Two years after launching Crux, she said she realized no one teaches founders how to be CEOs.
McRae said she now supports professional development for her team, which she described as 75 percent women. Crux is a professional services firm, she said, and investing in the company means investing in its people.
The conversation was moderated by Erin Cole, CEO of the Women’s Employment Network. The organization helps women raise self-esteem and achieve economic independence through sustained employment; it received event proceeds. Nbkc senior vice president Peter Mercer said organizers wanted owners to discuss successes and obstacles, network and hear how the bank could support growth.
The panelists’ examples point to decisions about which work to accept, when to delegate and where to invest. Robertson’s experience suggests a clear style can help identify suitable clients, while the event connected owners with ideas for supporting small businesses.