Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Daniella Turano, Owner of Paper Moon Designs, located in Fredericksburg, VA, USA.

What's your business, and who are your customers?

I created Paper Moon as a safe space to explore female empowerment, mental health, and self-love. My customers are beautiful individuals looking for a place to nurture their inner child and those drawn to all things whimsy and magic! It's incredibly important for me to inspire the exploration of that magical spark we once celebrated as children.

Tell us about yourself

I am a multi-media artist whose journey started from a place of healing. I have always been compulsively drawn to anything creative, but the tactile nature of drawing and working with my hands feels quite grounding and grew from coping during a terribly dark time in my life. Creating art became meditative and restorative, and the clear direction to merge art with my hunger to help others heal.

What's your biggest accomplishment as a business owner?

I illustrated my first children's book last summer! It was an incredible experience, and despite the mature nature of some of my art, connecting with children is incredibly important to me. I have my very own children's book in the works that I am manifesting into a series wherein children can explore some difficult issues in a lighthearted and charming manner. Inner child work is incredibly important to me, so it makes perfect sense to branch out into the world of children's books.

What's one of the hardest things that comes with being a business owner?

Omg, all the trial and error and the money that gets flushed down the toilet in the process! sobs I am not a fan of gatekeeping, so I am a pretty open book when it comes to helping others who are starting out. Pointing someone in the right direction does not mean they will be able to create what bursts from within your own soul. I'm pretty big on spreading love and light.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Do NOT compare yourself to other artists. You are uniquely you <- always remind yourself of that.
  2. Listen to your body's rhythm. Your body/mind knows when it's time to step away from a project. Muscling through your work comes from a place of inauthenticity.
  3. Be open to criticism or suggestions. I know it's a difficult thing when you are pouring your literal soul into something, but I believe those people are vessels from the universe tossing a path of breadcrumbs to something even better!

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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