Lorenze

Was it scary? What was one particular challenge you still think about?

Starting something from nothing always carries risk, but I’ve never been afraid to gamble on my ideas. I bet on myself early on, even when there wasn’t a clear roadmap. A challenge sometimes is the possibility of being misunderstood on the internet in general. Instead of letting that stop me, I used it as fuel to double down on authenticity and clarity, knowing the right audience would connect and it has.

I think there are so many scary parts of opening yourself up and starting a brand. As long as you are a kind leader, work hard—your character will ultimately shine through.

Do you think consumers care about who actually owns the businesses they spend on? If not, should they?

I think people should. Especially today. People want to buy from people. Ownership shapes vision, quality, and values. Supporting founders who are hands on and deeply invested often means you’re supporting something more real and lasting, I think.

What’s one key piece of advice you’d give to other women looking to start their own business?

Don’t wait to feel ready. Go! Start small, but start. And keep going, even when you’re doubted. If you have a passion for it, you have a calling and an obligation to yourself to see it through.

What time do you get up?

I usually get up around 8:30 am. I like mornings to feel unhurried, even if my day isn’t.

What’s your typical morning routine?

Always a cappuccino, then I try to spend at least 15 minutes in my backyard or garden, and then I drive to the office.

What was your first childhood dream job?

A professional ski racer.

Your first actual job?

I’ve been working for as long as I can remember. I used to run a lemonade stand all summer at 7 and started babysitting at a young age. I was always obsessed with having my own money and the independence that came with it.

My first real job was as a waitress, then I worked retail at a clothing store, and later at Insomnia Cookies in college. There was never a point in my life where I wasn’t working, and each job taught me something different about people, service, and building a strong work ethic.

How do you typically deal with rejection in your field?

Rejection in my field is constant. Nos are good! They tell me I have work to do and I love the challenge. If it’s not a yes, it’s either a learning experience or it’s clearing space for something better.

How do you typically procrastinate?

I have ADHD…so this is common. I am either laser focused or getting distracted. I procrastinate by getting lost in little creative side projects, Pinterest, gardening or calling my fiancé.

What’s one decision you made that everyone told you not to—but you’re glad you did?

Launching Dairy Boy without a traditional business plan or a business model. It was pure intuition at the start, my marketing brain and creativity, an authentic story, and I’m so glad I trusted it.