Lisa Simone Richards' Luxury Stationery Helps Founders Conquer Imposter Syndrome

Please share a brief introduction about yourself and your business*

I'm the co-founder and CEO of Pearl Spark Pages—a luxury stationery brand designed to help female founders push past imposter syndrome and build thriving businesses with confidence.

After 20 years as a publicist helping women-led startups gain visibility, I found myself facing the same challenge I had guided so many founders through—imposter syndrome. Even with all my experience, I saw firsthand how much our inner dialogue shapes the way we show up in business and in life.

Determined to shift that narrative, I created two journalling frameworks to help women entrepreneurs cultivate confidence, self-trust, and authenticity. Those frameworks became the foundation of Pearl Spark Pages.

Through beautifully designed paper products, the company's purpose is to empower female founders to embrace their true potential—one page at a time.

‍Who are your customers?

The Pearl Spark Pages customer is a Passionate, Empowered, Ambitious, Resilient Leader (PEARL!) navigating the highs and lows of entrepreneurship. Whether she's starting, scaling or selling her company, she's deeply invested in her growth—both personally and professionally.

She’s juggling a lot—business, family, life—and constantly pushing herself outside her comfort zone to create something meaningful. She values financial independence, work-life balance, and the freedom that comes with building a business on her own terms.

She’s not just chasing success; she’s on a journey of self-discovery, looking for tools that help her gain clarity, confidence, and momentum. She sees investing in herself as essential, knowing that mindset is just as important as strategy.

What was your background prior to starting your own business?

Straight out of university, I knew I wanted to work in PR, so I jumped right in—starting in fashion and beauty PR, then doing the full *Devil Wears Prada* experience as a beauty intern at a fashion magazine. From there, I moved to an agency, juggling 20 CPG clients at once, before spending four years in the fitness industry.  

My last corporate job? Let’s just say, getting let go was the best thing that ever happened to me. I had wanted to quit for ages but never quite had the courage. By the time I was “released,” my side hustle was already matching my corporate income—so I took the leap and launched my first PR agency in 2015. Haven’t had a boss since.

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

Less of a leap and more of a push! Getting let go from my last corporate job was the best thing that ever happened to me. I had wanted to quit for ages but never quite had the courage. By the time I was “released,” my side hustle was already matching my corporate income—so I kept going and launched my first PR agency in 2015. Haven’t had a boss since!

Did you always know you wanted to be an entrepreneur?

Yes, I always knew I wanted to be an entrepreneur. My dad planted that seed early, always encouraging me to build something of my own. For a while, I had this idea that 35 was the ‘right’ age to start a business—until I watched a friend launch his company in his 20s. That lit a fire under me, and by 31, I was all in on entrepreneurship.

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 I first launched my business, I did exactly what I had been doing for my clients—I leveraged PR for myself. Getting media features gave my business instant visibility, credibility, and that powerful third-party endorsement. One of the biggest wins was landing a three-page, full-colour spread in a magazine. Not only did it boost my brand’s exposure, but it also shifted how I saw myself. Seeing my business featured like that made me feel like I had more credibility, which only fueled my confidence to keep going.

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

The biggest challenge has definitely been the ups and downs of cash flow. Some days, I feel like the biggest baller, and other days, I’m wondering how I’ll cover the basics. Finding financial stability is something I’m still working on, but one of the biggest lessons has been learning to be smart with money during the peaks—because the dips always come. It’s all about planning ahead and staying level-headed through the highs and lows.

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

My biggest accomplishments are, without a doubt, my clients' wins. Seeing them step into the spotlight and own their expertise is incredibly rewarding. One client had never done media before and ended up booking over 60 news segments on her own. Another unforgettable moment was watching my clients—identical twin brothers—film a live TV segment with their family and friends in the audience. At the end, their mom hugged me and thanked me for helping her sons continue doing what they love. That was a profound moment I’ll always remember with a smile.

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

My biggest win this past year was making the leap from PR to something entirely new! I’ve spent my whole career in the service industry, but I knew I couldn’t keep doing PR for another 20+ years—I just wasn’t having fun anymore. Stepping into the world of product-based business has been a huge shift, but having the courage to take that chance and bet on myself is something I’m really proud of.

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

I’m so clear on the vision for Pearl Spark Pages, and I’m excited for what’s ahead! Right now, we’re launching our first product—the **Female Founders Journal**—and focusing on a DTC model, along with tapping into niche women entrepreneur communities and events.  

Next, we’ll start experimenting with e-comm wholesale through Amazon and Faire, and as our product line grows, I’d love to see us expand into retail. The big dream? Having stores like Paper Source and Indigo reach out to us—without ever having to pitch their buyers.

What is your top productivity tip? 

Plan and have accountability. Every Sunday night, I map out my goals for the week alongside my calls and meetings. Then, Monday through Friday, I check in with my accountability partner—something we’ve been doing for over four years!  

Each morning, we send a quick voice note declaring what we’ll complete for the day. At the end of the day, we check in again—if something didn’t get done, we break down why and recommit. Having that level of structure and accountability has been a game-changer for staying focused and productive!

On the flip side, how do you avoid burnout?

I take a nap every single day. I know it’s not a luxury that everyone has, but I’m fortunate to be able to clock out for an hour in the afternoon, recharge, and then get back to it. I’ve been doing this for over a year now, and I absolutely love how it makes me feel.

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

Honestly, there are seasons. Right now, I’m in a sprint—just this past weekend, I woke up at 3 a.m. to get some work done because I was buzzing with ideas. But sprints are temporary. Once this launch is done, I’ll take some downtime. For me, it’s all about recognizing when to push and when to rest.

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

Honestly, there’s nothing I wish I had known—I just dove in headfirst and have truly reaped the rewards of what (I hope) I’ve contributed to the community. My best advice for new members? Follow the onboarding checklist! It takes away the overwhelm and helps you make the most of all the amazing resources available.

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

I don’t have a go-to interview question just yet since I’ve only worked with freelancers and contractors so far. But as my business grows, I’m sure that will change!

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

I haven’t raised capital myself, but after attending plenty of pitch competitions and listening to founders who have, one key takeaway stands out—invest in a strong pitch deck. A well-crafted deck doesn’t just showcase your numbers; it tells your story, connects with investors on a deeper level, and helps unlock funding. Communicating your *why* clearly can make all the difference.

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

This is my first time having a co-founder—and it’s my husband! We’re only a few months in, but one thing that’s worked well for us is knowing our lane and staying in it. Clear roles and responsibilities help keep things running smoothly (and keep us happy with each other!).

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

YouTube. It’s my go-to background noise throughout the day. I have timers on my social media apps to limit my screen time, but YouTube is the one app I refuse to put a limit on!

What is your favorite business tool or solution and why?

ChatGPT is my JAM. I’ve shared so much of my content with it that it’s really picked up on my voice and how I communicate. Now, I can crank out sales pages, articles, landing pages—pretty much any kind of copy—in a fraction of the time. Best $20/month I’ve ever spent!

What advice do you have for aspiring Entreprenistas?

Don’t worry about looking perfect. Be honest about what you’re going through—that’s what creates real connections. Not only will you realize you’re not alone, but you’ll likely get some valuable insights and solutions from others who’ve been in the same position.

Learn more about the Entreprenista League and join today!