Success stories often sparkle—but what you don’t see behind the shine are the moments of doubt, grit, and reinvention that made them possible. The path to achievement is rarely straightforward, and for many founders, adversity is the crucible where the best ideas and strongest leadership instincts are forged.
These 27 female founders from the Dreamers & Doers community know that firsthand. Each has faced challenges that tested her resilience and reshaped her vision. Here, they share the setbacks that became turning points—and the lessons that can help you transform your own challenges into fuel for growth.
Sara McCarthy
Founder & Chief Creative Officer of One Eleven Creative Inc., a copy agency with ideas big enough to carry a campaign and sharp enough to slice through the scroll.
Sara McCarthy
We had a client who kept pushing the line: little asks turned into big ones, timelines slipped, scope creep became scope chaos. At first, I tried to be accommodating, thinking that’s what being a “good” partner looked like.
Spoiler alert: it wasn’t. It drained my team, blurred all boundaries, and made the work worse. So I did something that felt like a setback at the time. I fired them. The moment I got clear on boundaries, the right clients showed up—aligned, respectful, and ready to collaborate, not control. It was the opposite of a setback.
Saying “no” isn’t the end of a relationship. Sometimes it’s the start of a better one—with yourself, your team, and the people you actually want to work with.
Nicole Leon
Founder of L. Leon Virtual Assistance, a boutique virtual support business for stretched-thin leaders who are ready to delegate with intention, providing emotionally intelligent, executive-level support that brings clarity, ease, and momentum to mission-driven businesses.
Samantha Fandino
Going through a divorce while building my business was one of the most destabilizing seasons of my life. Suddenly, I was navigating grief and financial pressure, all while trying to show up as a leader. I rebuilt my foundation piece by piece, leaning on faith, discipline, and an unshakable belief that my business could be both my safety net and my launchpad.
That experience taught me that resilience isn’t about having it all together; it’s about finding strength in the breaking and leading with compassion—for yourself and others—through it. You don’t have to come out of hardship the same. Instead, you get to come out stronger, wiser, and more aligned. What feels like an ending can be the very beginning of the chapter you’ve been waiting for.
Natalie Nicole
Founder & CEO of Impackedful Creative, unleashing creativity for a cause to help businesses attract and engage the right audience with impactful design services and brand tools that visually capture the strength of who they are and the value they provide.
JONCE
When I launched Impackedful Creative, I had no stable income, no safety net, and had just moved across the country to start fresh. I was waitressing by day, building my brand by night, and navigating serious health challenges at the same time. Some days I could barely work, but I showed up anyway, knowing I was relying on myself to pay the bills and execute on client work.
I learned that your struggle doesn’t disqualify you; it shapes you and challenges you to grow. Keep showing up and pushing past your current circumstances. It’s those uncomfortable moments that lead to great things.
Lorraine Schuchart
Founder & CEO of Prosper for Purpose, the award-winning communications agency that helps impact-driven leaders build Category of One brands through our proven Brand for Good framework.
Christina Bock
In 2020, I faced the challenge of keeping my agency afloat and my team paid while so many businesses paused their marketing investments. Multiple small business owners asked me for coaching, and though it wasn’t a service I planned to offer, I created a small group program that helped every participant grow her business. This not only supplemented lost revenue, but also built meaningful connections during a time of isolation.
I learned that resilience as a leader means going where the need is and having the courage to evolve in service of others. When everything feels uncertain, remember that possibility often hides inside the problem. The path forward may not look like what you planned, but leaning into the need right in front of you can open unexpected doors.
Michal Levison
Founder of Seasoned Moments, blending positive psychology science with practical tools to transform organizations into cultures of resilience, collaboration, productivity, and well-being.
Michal Levison
When I built Seasoned Moments, my toughest hurdle was convincing corporations that something as simple as a shared meal could be a serious, research-backed workplace intervention. At first, we saw skepticism and slow adoption, but I persisted by grounding my approach in research and designing low-cost pilot programs that proved the impact of my work.
In the process, I learned that resilience as a leader means staying anchored in your vision, even when others don’t yet see it. When doors close or doubt creeps in, lean into your values, anchor yourself in what truly matters, and take the next small, deliberate step forward. The very resistance you face can become the story that inspires others to keep going.
Stacy Bernstein
Co-Founder of All Better Co., a female-founded company bringing clean beauty standards to the first aid aisle with sustainable, skin-friendly essentials for everyday healing.
Laura Ise Photography
One of the biggest tests of ongoing resilience has been fundraising as a female founder in a tough market. Consumer product investments are already risky, and my products have an education curve, too. Navigating that has meant not just selling our brand, but reshaping how people see the first aid category itself.
Resilience in this space is about persistence and storytelling, about being willing to repeat the message in a hundred different ways until it clicks while staying grounded in our mission and the community we’re building. If this process didn’t feel hard, everyone would be doing it! The trick is not letting the hard moments convince you that you’re not capable. Borrow belief from your mission, your community, or even your past self until the next win comes.
Kelly Hubbell
Founder & CEO of Sage Haus, creating a new category in the caregiving space by recruiting and training holistic house managers who go beyond traditional single-track roles like nannies or housekeepers to provide comprehensive household support that helps busy families reclaim their time.
Lion & Oak Photography
One of my biggest challenges as a founder was feeling overwhelmed by the sheer scope of opportunity ahead of me—so many potential directions to pursue, but limited bandwidth to execute them all well. I had to get laser-focused on priorities by listening closely to my customers and investing strategically in the support we needed to grow. This required letting go of control in areas where I wasn’t adding the most value, which was difficult but necessary for business growth.
There will always be dragons to slay and endless to-do lists, but the key is prioritizing daily while thinking strategically long-term. Easier said than done, I know! Having a disciplined system—whether that’s a framework, a coach, or accountability partner—makes all the difference in staying focused on what truly moves the needle versus what just feels urgent.
Amanda Hofman
Chief Swag Officer of Go To Market, anti-boring branded merchandise, changing the way the world handles swag, designing sustainable merch shops that reflect our clients’ brand values, and creating chic swag people actually want to keep.
Julia Guignard
Most of our clients are dream clients—the kind of people I’ve wanted to work with for years. At one point, though, we had one who consistently talked down to our team and created a cloud of dread every time her name popped up. It started to chip away at our culture. We made the hard call to confront her about changing her tone or parting ways. Walking away from the revenue wasn’t easy, but our integrity came first.
Saying no to misaligned business isn’t just brave—it protects your team and clears space for the clients who make it all worth it.
Victoria Bevilacqua
Founder & CEO of Saltwater Agency, a boutique creative studio specializing in social media, branding, and web design, helping entrepreneurs and lifestyle brands grow with strategy-driven content, bold storytelling, and design that actually converts.
This past year tested us with the economic downturn, rising tariffs, and clients closing their doors or cutting budgets. Instead of shrinking back, we decided to think bigger: hiring coaches, investing in networking and speaking opportunities, and even raising our prices.
I learned that resilience as a leader isn’t about doing more with less; it’s about betting on yourself, setting a higher standard, and trusting your vision even in uncertain times. When everything feels unstable, don’t contract. Expand! Growth comes from refusing to play small when the world tells you to shrink.
Catalina Parker
Co-Founder & CEO of Relatable Nonprofit, helping nonprofit leaders launch and grow consulting businesses.
Maxson Media
After building a successful consulting business, my business partner and I tried to scale beyond one-to-one services by launching our first online course—and it completely flopped. We only made a few thousand dollars and felt so defeated that we almost shut everything down. What we didn’t realize then was that low-ticket digital products are a totally different model from high-ticket consulting, and we had skipped the step of validating demand. That failure taught us to test before building, so with our latest product—a coaching program—we launched to a borrowed audience, gauged interest first, and then built the program based on user feedback.
My advice? Fail fast, fail forward, and reframe failure as a learning opportunity.
Chen Lizra
Founder & Somatic Coach of Power of Somatic Intelligence, a world leader in helping high-achieving women heal what is blocking them from reaching bold impact and in opening up to a loving and secure relationship through feminine embodiment and somatic coaching.
Viktoria Emerson
As the creator of a unique method that heals trauma from the body, I had to invent something that did not exist. I had to make mistakes to understand what works, and that felt very painful at times. I had to learn to bounce back from “failure” again and again and keep testing until it finally worked.
As a founder, you have to let every setback teach you how to do it better, learn to be flexible, and let go of your ego. You cannot achieve it by doing the same over and over.
Eman Abdur-Rahman
Founder of Your Virtual Keeper, an accounting firm that combines accounting and operations to create custom solutions designed around each client’s business.
Kathleen
As a visibly Muslim hijabi founder, I often faced prejudice and skepticism when entering rooms where my competence was immediately questioned. Early on, I dealt with rejection and people unwilling to even have a conversation with me, treating me as unknown or intimidating. I chose to put my head down and let my work speak for itself, focusing on my unique approach of blending operations with accounting to make finance less scary for business owners.
This experience taught me that resilience isn’t about proving myself to everyone, but about staying true to my vision and creating a model of leadership rooted in clarity, consistency, and courage. Let your work speak for itself while leaning on the community around you to refuel and keep going.
CK Harmon
Founder & CEO of Venus Walks, elegant accessories for the finest flower, creating fine jewelry smoking accessories for the modern and elegant cannabis connoisseur.
Alyssa Rubio
I was diagnosed with stage two Hodgkin’s lymphoma last year, the same month we launched Venus Walks ads for the first time. The following winter months were dark, but Venus Walks was my source of strength. I continued traveling to gem shows and attended an abundance of networking events between chemo appointments. I cried, I cheered, and I cried some more—but I could not let the cancer take away my choice of living the life I always dreamed of. Glamour and gusto do not need to disappear as you move through a moment of despair. Power can be found in the most unusual of places.
Patty Williams-Downs
CEO & Founder of BreakingBounds®, a consulting firm delivering leadership solutions for business transformation, envisioning a world where socially impactful companies have the resources and tools to realize their vision through strategic planning, leadership development, and executive coaching.
Stevie D. Photography
Earlier this year, we lost a client that made up 40% of our revenue—a blow that initially felt devastating. But as Dr. Danielle King—professor at Rice University—says: “Adversity doesn’t build resilience. Resources do.” We leaned into our networks, cheerleaders, strategists, and business mentors, and revisited warm leads in our pipeline. Within two months, we not only replaced the lost revenue, but exceeded our annual goal by securing new, mutually beneficial partnerships.
Odds are often opportunities disguised as fear, so pause to discern whether you’re facing a real threat or just a cat’s shadow masquerading as a tiger. Get clear on the potential impact, take calculated risks, and remember: you and your business are worth it.
Kerri Koen
Partner & Co-Founder of Modern Legacy Law Group, a community-recognized estate planning law firm working with families to protect what matters most.
PARLR, Framingham MA
About three months into my entrepreneurial journey, I was served with a cease and desist by another law firm to discontinue use of my firm’s name. I knew the demand did not have merit, but allowed myself to be bullied into a name change. Today, I have proudly reclaimed that name back—and I know my firm is offering so much value to our clients and community.
While there are so many people that will support you and cheer you on, there are others who will see what you are achieving and try to tear you down. Don’t let their behavior change you. Continue to work hard and don’t stop cheering for others.
Yeve Chitiga
Founder & Chief Empowerment Officer of Yevedzo Coaching & Consulting, an executive and leadership coaching and consulting practice radically inspiring generations of women who will change the world.
Jaida Moore, Fiercely Feminine Studios
Building a business from the ground up has tested everything I thought I knew. I’ve had to balance all the demands of my business while being a mom, being a wife, and recovering from the trauma of a job layoff.
What has helped me is communicating about my challenges and being vulnerable with trusted people in my community. I’ve also had to learn and lean into rest, which I’m realizing allows me to rise up stronger.
Kelley Troia
Founder & Chief Astonishment Officer of Clandestine Events + Experiences, designing high-trust experiences—executive dinners, offsites, and retreats—that accelerate relationships and business outcomes.
Suzanne Covert
When COVID hit, I pivoted from creating live experiences to designing experiential gift boxes. It was a way to keep connection alive, but it didn’t scale, and I still have boxes in storage to prove it.
That experience taught me that resilience isn’t about never failing; it’s about failing fast enough to find the thing that truly works, and having the conviction to let go of what doesn’t. That clarity ultimately sharpened my focus on what Clandestine does best: designing high-trust experiences that no box could ever replace.
Rosaline Raj
Founder of Creative Chaos Communications, building revenue engines for tech and healthcare brands.
Rosaline Raj
I was thriving in a corporate career, believing resilience meant pushing through. Then, a heart condition disrupted everything—and even after it was successfully treated, I realized I needed to recover mentally. This wasn’t something I could just push through. I stepped away to heal and get the support I needed, which ultimately led me back to entrepreneurship.
Resilience is about creating space to heal, allowing support and creating a foundation where you can be successful. Sometimes, the bravest thing you can do is admit you can’t do it alone and let others help carry you forward.
Chedva “Vivi” Ludmir
CEO of Consider Labs, a strategy studio for founders and leaders ready to stop shrinking and start taking up space.
Tamar Green
When I went through a divorce, the fallout extended into family estrangement and community backlash. Founders don’t often talk about how personal upheaval collides with business, but I found myself without the mental capacity for strategy and slipping into purely tactical work, which only drained me further.
What pulled me through was coaching, self-compassion, and a willingness to sit in the hard feelings instead of outrunning them. That season taught me that purpose is its own kind of fuel; when I reconnect with it through questions and introspection, I find the resilience to lead not just my business, but myself.
Grace Nguyen
Founder & CEO of LOUPN, an inclusive jewelry brand inspired by our Korean heritage, intended to encourage positivity, confidence, and love.
Marissa Feliciano
I started my business with a co-founder but the partnership came to an end quickly, just one year after our launch. It was a world-shakingly devastating experience, as I had not foreseen this at all—and the co-founder was someone of huge significance in my life. I had to figure out quickly not only how to navigate the financial and operational repercussions of the loss, but also the huge emotional impact.
Thankfully, my community stepped up and helped me get back up in unimaginable ways, which taught me that vulnerability shines through resilience and that community is essential.
Focus on solving the problem instead of sulking in what’s not going right. Build genuine relationships and work to help others. Your community will show up for you.
Gabriela Fiorentino
Founder of Nest Earth, a growing community where parents can access trusted experts, resources, and real-life solutions to raise healthier kids and protect the planet.
Gabriela Fiorentino
Bootstrapping Nest Earth meant constantly asking myself what would actually move the needle and keep the vision alive. I had to strip everything back to what was truly aligned, take one clear step at a time, and keep going even when it felt small.
Watching it grow from helping one parent to reaching many taught me that steady action builds momentum. I learned that clarity, focus, flexibility, and patience at the start create the strength to grow into something bigger. Start small, stay close to your mission, and give yourself permission to build in phases. You’re not failing by doing it differently; you’re creating a foundation that will last.
Ulrika Gustafson
Executive Advisor to C-suite Leaders & Founder of Ulrika Gustafson Advisory, working with senior leaders navigating high-stakes, politically complex environments, recalibrating executive presence, sharpening political influence, and resetting leadership dynamics before they cost traction or reputation.
Sandra Hallnor
When I moved from Scandinavia to the U.S., I wasn’t just changing geography—I was stepping into a professional market that didn’t know how to read me. In Sweden, I’d been a lawyer, a C-suite executive, and a City Manager responsible for systems as wide-ranging as health care, education, infrastructure, and crisis management. In the U.S., that career was quickly flattened into stereotypes, none of which captured my reality. For a time, my uniqueness worked against me.
I learned to hold steady through bias, rebuild my professional narrative, and claim the authority I had already earned. That process tested me, but it also taught me that resilience isn’t about fitting in. It’s about staying intact while recalibrating how the world sees you.
Clara Ma
Founder & CEO of Ask a Chief of Staff, a boutique executive search and career development platform dedicated to placing and empowering the next generation of strategic operators.
Clara Ma
When we first launched Ask a Chief of Staff, we were purely a recruiting business—and like many service businesses, our revenue was seasonal and unpredictable. During a particularly slow placement cycle, I realized we needed a more sustainable model to survive the lows. That’s when we launched our community arm—not just as a new revenue stream, but as a way to build long-term value for the Chiefs of Staff we were placing. What felt like a survival decision ended up becoming our most strategic one; now, the two sides of the business work in tandem as a flywheel.
It’s okay if survival mode is what sparks your next big idea. What matters is that you keep building toward something better.
Brooke MacLean
CEO of Marketwake, an award-winning performance marketing and creative services agency blending data-driven creativity with brand strategy.
@ltphotoandfilm
There was a point early on when I had to put payroll on my personal credit card just to keep the lights on. Add in a divorce, buying out a business partner, and an acquisition—all while leading a fast-growing agency—and resilience was more than a buzzword.
What I learned is this: the hardest part of being a founder isn’t the one big crisis, it’s waking up every single day and choosing to bring energy, optimism, and vision to your team. Resilience isn’t about surviving one storm. It’s about carrying the weight of “take us there” on your shoulders every day and still choosing grace.
Lauren Bercuson
Trademark & Intellectual Property Attorney of Storylock Legal, a boutique trademark and intellectual property law firm dedicated to helping female founders protect, grow, and monetize their brands with clarity and confidence.
Daniel Wakefield, Top-Tier Headshots
A year into starting Storylock Legal, my son’s ongoing medical challenges intensified, forcing me to balance the demands of a new business with the realities of caring for him. I stepped back from networking and outside commitments, reminding myself that one of the reasons I launched my firm was to create the flexibility to be there for my family when it mattered most.
That experience taught me to trust that growth can pause yet still continue, and that my business thrives most when I honor both my professional vision and my role as a mother. It’s okay to slow down, set boundaries, and redefine what growth looks like in hard seasons. Sometimes the bravest choice isn’t pushing harder, but giving yourself permission to pause and trust that momentum will return.
Ghalizha Z. Izzaty
Founder of Doc Day Afternoon, a consultancy supporting business leaders in designing people-first business operations and transformational customer experiences.
instagram.com/kemspic
In 2023, the AI boom took over my corner of the internet. Overnight, it felt like everyone was pushing the same promise to automate everything. At the risk of falling behind, I chose to double down on my people-first principle and asked one grounding question before putting AI—or any tool, really—at the center of my work: Will this reduce friction for humans and genuinely make the experience better?
Making that choice protected my voice as a founder, reinforced what my business stands for, and led to better results for my clients. It’s easy to get swept up in trends or the pressure to move fast, but knowing who you are, what you value, and how you work best is what keeps you steady. Pick a point of view and protect it with courage.
Sharon Tasman
Founder & Partner of HTBiz Law, a boutique law firm dedicated to helping women entrepreneurs build confident, legally-protected businesses.
Sharon Tasman
In the past three years, I grew HTBiz Law while undergoing treatment for esophageal cancer—seventeen surgeries and hospitalized procedures in total. That experience forced me to redefine resilience—not as doing everything, but as prioritizing, leaning on support systems at work and at home, and letting go of what wasn’t essential.
Resilience doesn’t mean pushing yourself to exhaustion—it means knowing when to ask for help, delegate, and focus on what matters most. You are stronger when you give yourself permission to not do it all.
All individuals featured in this article are members of Dreamers & Doers, a curated community that amplifies extraordinary women entrepreneurs and leaders by securing PR, forging authentic connections, and curating high-impact resources.