Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Hilary Thurston, Founder of The Tarotologist, located in Toronto, ON, Canada.

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

I am a Tarot Card Reader and Mental Health Counsellor who uses tarot cards as a psycho-spiritual therapeutic modality for mental and emotional wellness. My clients are spiritual or spiritually curious, intelligent, and sensitive women who are changing their lives through personal development and seeking to align with their purpose, power, and intuition to invite more ease and emotional fulfillment into their experience.

Tell us about yourself

I picked up a deck of tarot cards when I was in my early 20s while I was navigating some major life decisions. I had hoped it would take the pressure off of my decision-making and tell me what to do with my life! As I worked with the cards, I realized their true power is in their ability to connect us to our intuition so that we can confidently make those decisions for ourselves. Since then, I have used the cards in combination with mental health theories and strategies as a therapeutic tool with clients and as a central practice in my own recovery from co-dependency, addiction, disordered eating, depression, and anxiety. I am motivated every day by my mission to share the knowledge and skills I have gained with other seekers because it took me years to cultivate wellness in my own life. I don't want others to struggle the way I have.

What's your biggest accomplishment as a business owner?

My clients' successes! I have the privilege of working with high-achieving, powerful leaders and change-makers who are dedicated to their personal well-being because they recognize how it influences every aspect of their lives and the lives of those around them. I measure my success by the feeling I get when clients walk away from a reading feeling relaxed, empowered, and in love with themselves.

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

Maintaining a mindset that anticipates consistency can be challenging for a business owner. With increased autonomy comes increased uncertainty, and you must be able to regulate that uncertainty with confidence, grace, and faith. It can be tempting to succumb to doubts or fears, so it has been important for me to be mindful of the stories I tell myself and to surround myself with people who validate my mission and vision.

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

  1. Identify your strengths, and outsource the rest.
  2. Collaboration is magic. Seek partnerships with like-minded people - networking should be fun!
  3. Develop your intuition - there are so many decisions to make. If you can confidently defer to your gut, your life will be much easier. This is your sign to get a tarot reading! ;)

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.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.