Interested in starting your own entrepreneurial journey in personal development but unsure what to expect? Then read up on our interview with Janine Aurichio, Founder of YES2YUM Life Styling, located in San Rafael, CA, USA.

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

YES2YUM provides 1:1 and group mental fitness coaching for the design/build community so that they can do their jobs with more ease and joy. I work with entrepreneurs and leaders to develop the mindset to run their businesses with clarity, calm, and creativity instead of being stressed and overwhelmed. As a former interior designer and owner, I know that the complexities of running a business, coupled with your personal ways of self-sabotage, can block creativity and deplete your energy and confidence, which impacts business results and your overall well-being.

YES2YUM guides leaders and their teams through The Inside Job(TM) of quieting the inner critic and other saboteurs and activating their inner wisdom to reconnect with the joy of creating, boost their confidence, and reach their highest levels of achievement with lasting peace of mind. After working with me, my clients are more relaxed, focused, and creative, giving them more time to do what they love and do it with ease. Their business prospers, their team is happier and more engaged, and outside relationships benefit as well. It's a win win win.

Tell us about yourself

My number one core value is beauty. Since childhood, I've surrounded myself with beauty, spending a lot of time in nature, doing art, and working in the beauty business before I became a designer. From personal experience and my studies in Intuition Medicine®, I have witnessed the healing power of beauty, so I work with the Beauty-makers, sharing my experience and knowledge of how to develop the mindset for unlimited creativity with deeper meaning and optimum results.

Holding space for my clients to transform and grow is pure joy. It is my purpose. Nothing compares to the satisfaction of witnessing a client grow in awareness, confidence, and clarity so that they can do things differently to be happier and more fulfilled. I call it their YUM—their Undeniable Magnificence. We all have it and are actually born with it. We just forget. I help them remember.

What's your biggest accomplishment as a business owner?

Every day in business, every new client, and every client breakthrough is a huge accomplishment! Everything is new when you're starting a business, or at least it is for me, from the strategic things like creating a brand or selecting a niche to the pragmatic things like setting up scheduling software or how to embed a video. One accomplishment I am very proud of is becoming a paid speaker. I think I'm one of 42 people on the planet who loves public speaking! It lights me up, and I just love it.

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

Starting a business will shine a spotlight on your personal growth opportunities! I love the saying, "How you do one thing is how you do everything." There is nowhere to hide when you're the owner (not even from yourself). Since I value personal growth, I am grateful for this part of the journey, but that doesn't mean it isn't hard or discouraging sometimes. However, the joy, freedom, and satisfaction I feel doing what I do make it worthwhile.

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

  1. Make it something that really lights you up because it is not always going to be easy.
  2. Always have clear, written agreements (with clients, vendors, everyone). Know and communicate your boundaries.
  3. Create a community around you—mentors, advisors, cheerleaders, and peers. You don't have to do this alone!

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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