Grace Smith's Business Specializes in Creative, Custom Design

Please share a brief introduction about yourself and your business:

I’m Grace, mama to Lily and co-founder of Lucca Lily Design Collective. Along with my business partner, Mari, we run a boutique creative studio in South Florida. We specialize in crafting custom designs—from branding and advanced web design to hand-drawn illustrations and product designs—helping small businesses stand out and thrive.

The old adage about loving what you do so it doesn’t feel like work might be trite, but it’s true in my case. I love illustrating and finding creative solutions, and navigating the backend of entrepreneurship has been a fascinating challenge. Collaboration and openness have been key to our success, so I’m really excited to join the Entreprenista community and connect with all of you!

Who are your customers?

We work with a wide range of clients—from small business owners just starting out to large corporations in need of a major brand facelift. The variety of projects we take on is what keeps things exciting and gives us the chance to scratch that creative itch. Whether it's a brand new venture or a well-established company, we believe that creative problem-solving is essential for all businesses, and we’re passionate about delivering unique, thoughtful designs that meet each client’s specific needs.

What was your background prior to starting your own business?

Before diving into entrepreneurship, I started my career as a graphic designer in the corporate world and eventually became a senior web designer, leading a team of creatives. I had the chance to work in a variety of industries, which gave me a well-rounded mix of experiences. Some places were super organized and process-driven, while others were more flexible and fluid. I’ve blended the best of both worlds to build Lucca Lily Design Collective, where we combine structure with creative freedom and a dash of personality to craft unique solutions.

What made you take the leap to start your own business?

Motherhood and the rigidity of corporate life were the biggest factors in my decision to start my own business. As a designer, I began to feel that the path to growth in a corporate setting was becoming a bit stifling. The more I thought about roles like art director or creative director, the more I realized they were shifting toward managerial work rather than creative, hands-on design. Motherhood brought a huge perspective shift—I wanted more control over my professional journey and the flexibility to balance my work with family life. Starting my own business gave me the creative freedom and control I was craving, along with the ability to shape my own path.

Did you always know you wanted to be an entrepreneur?

Yes, I definitely showed signs early on. I’ve always had this blend—almost a conflict—of being very Type A, analytical, and particular, while also being deeply creative. That mix translated into an early tendency to want to create things of my own. Whether it was building elaborate marble runs out of index cards (and far too much tape for my parents’ liking) or setting up a lemonade stand at the end of the street, I loved knowing that with a little effort, I could change my circumstances. That mindset made “work” never really feel like work, which I think set the stage for my entrepreneurial journey.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

When Mari and I decided to create Lucca Lily Design Collective, we both agreed on having our branding, social media, and website fully polished before introducing ourselves as a team. Since we had both been freelancing for years, we leaned on our existing clients to help spread the word, framing our partnership as a way to offer even more value. Joining forces really legitimized us both, and that trust carried over as we meshed our client bases and relationships.

Our strategy did go as planned, mostly because we leaned so heavily on client referrals—and that continues to be our most effective source of lead generation. While Instagram and LinkedIn were helpful for visibility and letting people know what was happening, referrals brought us the kind of genuine, quality connections we needed to grow.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

Our biggest challenge so far has been learning—sometimes the hard way—that systems need to be scalable, even if the best solution isn’t the easiest to implement in the moment. The backend of our business simply wasn’t ready for the growth we experienced early on. We often say, “You don’t know what you don’t know,” and that couldn’t have been more true back then.

For example, we didn’t think to invest in QuickBooks right away and instead tracked all our expenses and payments manually in a spreadsheet. While it was organized, it was also tedious and ate up so much time. Eventually, we realized the value of finding cost-effective automations like accounting software—or even hiring an accountant—and it’s been a game changer. Paying for peace of mind is worth every penny, and we’ve learned to approach our operations with that mindset moving forward.

What accomplishment are the most proud of to date in your business?

The accomplishment I’m most proud of happened early on: landing our first client as a team. For the first few weeks, we focused on working with our existing clients and sharing the workload. But securing that first client together made everything feel real—it was such an inspiring and validating moment for us. It reinforced that we were on the right path and gave us so much momentum to keep building.

Do you have any recent wins from the last year that you'd like to celebrate with our community?

Our workload can ebb and flow, but this past year, we hit a huge milestone: there was a point where we brought in more revenue in a single month than we ever did in our corporate jobs. That moment was such a big deal for us—it felt incredible to see all our hard work and risks pay off in such a tangible way.

What's next for your business? What can we expect to see over the next few years?

Both of us would love to continue growing our team in the next few years. There’s so much value in bringing more creatives into the mix—we thrive on the fresh perspectives and ideas that come from collaboration. Expanding would allow us to take on even more exciting projects while maintaining the thoughtful, custom approach our clients love.‍

What is your top productivity tip? 

Take notes for absolutely everything. I like to think I have a good memory, but motherhood has taught me how easy it is to lose track of the little details. My system? A trusty stack of Post-it notes—each task gets one, and I crumple it up with great satisfaction once it’s complete. It keeps me organized, focused, and way more productive than I’d be without it.

On the flip side, how do you avoid burnout?

To avoid burnout, my husband and I have a rule: at least twice a week, I stop working on anything for the company by 10:00 PM. Instead, I focus on something fun or relaxing—whether it’s watching a movie, spending time together, or tackling a personal project (most recently, our family holiday card!). It’s been a great way to recharge and create some balance.

What is your approach to work-life balance / integration?

A big part of my day requires having my phone on me, but I’ve made it a rule to go phone-free during meals and certain activities with my daughter. It’s a small but powerful shift that helps me stay present and focused on her. Not only does it ease some of that inevitable mom guilt, but it also lets me fully enjoy those moments together.

What is one thing you wish you had known when you started your Entreprenista journey?

I wish I had known to give myself more grace—pun definitely intended. The journey is hard and scary, but simply starting is an accomplishment in itself. If it were easy, everyone would do it. We've come a long way, and taking the time to pause and recognize that growth is so necessary.

When hiring, what is your go-to interview question?

"If you had to switch careers and start over, what would you do?"

(This gives us a glimpse into their broader interests and adaptability.)

If you've raised capital for your business already, what are some of your best tips or lessons learned?

We haven’t raised capital for our business yet, but we've learned the importance of bootstrapping and staying resourceful. We've focused on growing at a sustainable pace, relying on our existing client base and referrals to keep things moving forward.

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family:

I am a Mamaprenista! My daughter Lily is almost two, and she definitely keeps us on our toes. The best advice I can give is to stay organized. Post-its and shared calendars are lifesavers. As all mamas know, there’s always so much going on, and it’s easy for things to slip through the cracks. But I’ve found that taking a moment to quickly add things to my calendar really pays off and helps relieve the stress.

Do you have a co-founder? If so, how did you find the right one for you and what are your best partnership tips?

I do! Mari and I worked together at a previous job and stayed close, going through our pregnancies together. What made us gravitate toward each other was our appreciation for each other's working style. As creatives, we can be a bit all over the place, which can be hard for our Type A tendencies to handle. I don’t think all partnerships need to have similar working styles—many people thrive by bringing different approaches to the table—but it works for us. Having the trust that I can throw anything her way has been huge.

What's the one app on your phone you absolutely cannot live without and why?

The one app I absolutely can't live without is ChatGPT. It's become my new go-to for everything, kind of like my personal Google. It’s especially helpful when I’m trying to remember a word that's escaping me. I used to text my friend Charlotte for that, but now she’s off the hook, and Chatty’s got my back!

What is your favorite business tool or solution and why?

My favorite business tool has to be Figma. We do almost everything with it—from designing logos and websites to creating animations and prototypes. It’s an incredible platform that allows us to work seamlessly across teams, and it’s super collaborative, which is key for us. We can easily share work with clients, allowing them to interact with designs and animations in real-time, making feedback and revisions a breeze.

What advice do you have for aspiring Entreprenistas?

My advice for aspiring Entreprenistas would be to trust that feeling of wanting more. The comfort of staying where you are can feel good for a while, but if you're meant for something bigger, that comfort will eventually fade. Listen to that inner itch and don’t let fear hold you back. The thought of looking back and wondering what could have been is far scarier than taking the leap and pursuing your dreams.

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