Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Giana Moreno, Founder of Ritual Theory, located in Chicago, IL, USA.

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

My business is Ritual Theory. I assist women in the process of shedding old skin and patterns to live a radically authentic life. I primarily do so via soul coaching, intuitive energy healing, community workshops, creative consultations, and curated wellness products.

Tell us about yourself

I started my business in the midst of the pandemic of 2020, making candles in my parent's basement as a recent college graduate in Anthropology and International Studies. The brutal truth was that I had not one clue as to what I was doing with my life, yet I knew my soul focus was to make an impact. There was an inner knowing that the impact I craved to make would not be achieved via a traditional 9-5. So, I combined my love for thrifting and wellness by upcycling vessels that already existed in the world and transformed them into ritual/intention candles. This took off and eventually led me to open a pop-up shop where I expanded my wellness offerings into books, intuitive tools such as tarot/oracle decks, herbs, crystals, and an interactive 'inner child' healing station.

As a forever student of the healing arts, I lead with a no-bullshit approach. A lot of what we see in the wellness industry has become commercialized, fluffy, and simmered down to just "love and light" or your occasional face mask. In reality, the healing process is thick, dense, and gloriously painful (at times), but incredibly rewarding and delicious. I've always been intrigued by the metaphysical realm, and I integrate my practice with both ancient + modern healing modalities.

I'm motivated by impact and community. I don't believe healing can, in fact, take place without community. I believe that by making an effort to heal ourselves (which is an everlasting process), we heal those around us. When we heal those around us or are inspired by our community, that's when we spark that domino effect and chain reaction in the world.

What's your biggest accomplishment as a business owner?

I'd like to believe my biggest accomplishment as a business owner is the fact that I still stand as one. Every day, we have a choice of whether to evolve or repeat. Entrepreneurship comes with facing different dimensions of challenges, yet it all comes down to how we pivot and proceed. I'm also extremely proud of the fact that I designed and operated my own pop-up storefront for 6 months. I designed and crafted it from scratch in just one month! In this experience, I was able to find my voice and style as an entrepreneur while focusing on building community.

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

Being a business owner feels like you're on an endless hike with multiple mountain summits that represent different milestones. The most challenging part can simply be continuing on the path, one foot after the other, even when things get sticky, or you feel you can't walk any longer. As an entrepreneur, I am my biggest cheerleader and critic. I have to remember to give myself grace and continue being the biggest believer in my success. I've learned to embrace slow growth, and patience-it isn't a race, but a loooooong juicy hike.

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

  1. Be your biggest believer and #1 fan, even if it feels silly or delusional - if you don't, who will?
  2. Embody the energy of the business owner you desire to become every day until it manifests into your reality.
  3. Give yourself grace and water your business as if it were a plant. A little bit of water every day leads to strong success in the long run!
  4. This one is for fun but necessary: celebrate your small wins!

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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