Lorena Tapiero of Conscious Consulting on the power of networking

Website Header Template (3)

Describe your business in a few words?

Conscious Consulting is a Latina-owned, bilingual marketing and public relations agency with 20 years of experience in the hospitality, sports and wellness sectors. Our thoughtful, comprehensive approach helps brands establish clear communication priorities and a long-range vision for meaningful press coverage, value-added partnerships and sustainable influencer relationships. As a first generation Colombian-American, Lorena spent my formative years in New York, before living and working in Los Angeles and Dubai. This global perspective informs her approach to public relations, marketing and TV production, helping both industry leaders and emerging brands develop a stronger sense of cultural awareness in their communications.

What was your background prior to starting your own business?

I always had a fascination for broadcast and journalism, so when I attended St. John’s University in Queens, NY, I realized this is what I wanted to pursue. From there, I held internships at ABC News, NY 1, Fox’s “The Full Nelson” and even worked as a College Football logger for ABC Sports. After graduating college, I started my career as a CBS page in NYC. It was my first job out of college and it was an incredible experience where I was able to learn the ins and outs of working at a Television network. I had the opportunity to work in the edit room on shows like 48 hrs and 60 minutes. I even had the pleasure of being the late Ed Bradley’s assistant for a brief time. I focused on soaking up as much knowledge as I could from journalists and producers on local and national news programs. I was also fortunate to have worked in the PR & Publicity department, so to say this experience was well-rounded is an understatement. I then began working for The Carson Daly Show where I had the opportunity to work on the production side as well as with talent. One of my favorite moments was working the 2004 Summer Olympics in Athens, Greece where I saw the world’s most premiere athletes up close. I then moved onto working with one of the most prolific and talented sports analysts, Stephen A. Smith on his ESPN show “Quite Frankly.” As a producer, I had the pleasure of working with Stephen and his varied roster of guests. One of the things that stuck with me while working alongside Stephen A. Smith was his ability to switch gears from being a hard-hitting journalist who consistently pushed the envelope, to working in the office with a humble, kind and considerate human who also happened to have some pretty good jokes!  

Did you always know you wanted to be an entrepreneur?

I definitely thought about what that might look like, but It took me a while to make the leap. No looking back now, the future is so bright for us Entreprenistas! 

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?

Dig up that rolodex and send emails to everyone in your network, set up coffee meetings, schedule virtual calls, attend events, stay active on your social media channels, network network network and network outside of your line of work, you will always be surprised how much you learn from being entrenched in different conversations surrounding sectors that you may not be well-versed in. 

What is the biggest challenge you have encountered along the way and what did you learn from it?

Creating your own company is definitely a challenge, it affords you the ability to work for yourself and make your own decisions, but at the same time, you are working without a net.  I do believe that one positive of the pandemic is that a business can be created and operated without the traditional model with a focus on efficiency without sacrificing customer service.Life is about experiences- you take the good with the bad. I have enjoyed highlights and wins in my career that I am thankful and grateful for, but I have also experienced loss, defeat and frustration, but those traits are what makes us stronger and hungrier for us to be and do better. You need to have experienced and lived through both to come out winning! The reward is that much sweeter in the end.

Do you believe in work/life balance? What are some of your best tips?

100% A daily self-care is everything and of paramount importance to be on your A game! Be kind, compassionate, move & laugh daily and know your worth! 

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

My mission is to elevate small businesses, start-ups, founders to legacy brands, and give them a voice and a platform to share their journey through compelling storytelling and hone in on their cultural relevances and unique selling points. 

What excites you about being an Entreprenista League member?

I want to learn, grow, network and be inspired by like-minded Entreprenistas! 

Share it!


Leave a Comment

Ansley Pridgen of Ansley Media Co. on helping small businesses grow

Describe your business in a few words: After attending SMU and receiving an Undergraduate Degree in Accounting, I moved to New York City to begin a career in fashion. While in NYC, I learned about fashion production, design, life, and hard work. However, I couldn’t suppress my deep love and connection to the South. After…

Clinical Therapist Kendra Toothill on how to unlock your well-being transformation

Describe your business in a few words: Hey! I’m Kendra Toothill. I help women unlock their well-being transformation by using their physical scars. I have been a clinical therapist for nearly a decade, and I help women heal from their physical and emotional health challenges by using my groundbreaking system: Scars Reigniting Your Feminine. Did…

Michelle Carter-Love of sHe Eco Investments promotes a healthier and more sustainable home purchasing option

Describe your business in a few words: What motivates me to have chosen a field dominated by men to pursue is to take part in lowering gas emissions and decreasing waste that has led to the acceleration of our climate crises in the construction industry. By profession, I am a financial coach for over 7…

Ariela Gorodzinsky of ZIBARI on founding a premium purveyor of authentic culinary foods from around the world

Describe your business in a few words: I grew up in Mexico City. Four years ago, I moved to New York to study for my masters in Food Studies at NYU.  Two years ago, I moved to Miami and founded ZIBARI. A premium purveyor of authentic culinary foods from around the world, offering a diverse…

Vanessa Ungvarsky of Taylor Made on creating her unique custom nail polish kits

Describe your business in a few words: Taylor Made Polish brings elevated experiences to savvy clean beauty enthusiasts with our patent-pending Custom Nail Polish kits and 15 Minute Organic Manicure sets.   Anchored in historic downtown Easton, Taylor Made sits at the intersection of scrappy and stylish. We are deeply connected to our community and if…

Kristen and Lindsey Archer of ARCHd on empowering women through handmade home decor

Describe your business in a few words: Sisters Kristen and Lindsey Archer create handmade home decor with their original female empowerment illustrations, skyline designs, and landscape photography. From “build your own” wood bookend sets to large wall art, each piece features bold colors and is uniquely made. ARCHd gives back a percentage of each online…

Felena Hanson of Hera Hub on collaborating with like-minded business owners

Describe your business in a few words: Felena is a long-time entrepreneur and marketing maven.  Her latest venture, Hera Hub, is a spa-inspired shared workspace and business accelerator for female entrepreneurs. This as-needed, flexible work and meeting space provide a productive environment for growing businesses.  Hera Hub members have access to a professional space to…

Joy Williams & Jane Molina of Ninni Co. on being moms’ “breast” friend

Describe your business in a few words: We are Joy Williams + Jane Molina. Sisters, best friends, and co-serial entrepreneurs. We launched the Ninni Co. brand on March 1, 2021, and sell direct-to-consumer from our website. Our featured product and what we’re known for is our breastlike pacifier. It’s a technology we patented and worked…

Business Coach Mary Massey on gaining clarity and achieving success

Describe your business in a few words: My journey to becoming a life coach began over 13 years ago when I became depressed after my father’s passing. Having lost my mom at a young age, I learned to grow up fast but never had the tools I needed to help me overcome loss and other…

Candace Noel of Flora Noel on setting the tone of any event with florals that convey desired moods

Describe your business in a few words: Hi! I’m Candace Noel, Founder and Owner of Flora Noel, a floral and event design studio based in Houston, Texas that specializes in personalizing experiences for special events and private spaces. We design floral arrangements that convey the desired mood of each event through color, shape, texture, and…

Dr. Sarah Nadimpalli of Same Team Childcare on streamlining the nanny-parent relationship

Describe your business in a few words: I am Dr. Sarah Nadimpalli of Same Team Childcare, a mom, nurse, and researcher.  Through using my academic lens and personal experiences in working with nannies, I have streamlined the nanny-parent search, hire, and onboarding process by creating a time-efficient online course both parents and nannies take together. …

Dental Entrepreneur Melissa Turner on making dentistry a better experience for patients and providers

Describe Your Business in a few words: I am Melissa Turner, a dental entrepreneur. I am a dental hygienist who has launched several businesses. I am an influencer and speaker to make dentistry a better experience for dental patients and dental providers. What was your background prior to starting your own business? I’ve been in dentistry…

Product Management Consultant Christina Kelley Weiss on empowering business development

Describe Your business in a few words: I’m a product management consultant & interim product executive for startups with ten years of experience in product management, software development, and digital health. I work with early- and mid-stage startups to help them grow & optimize their strategy, product team, and development processes. What was your background…

Kaitlin Nares of Hagen | Nares PLLC on helping families affected by serious injuries get relief

Describe your business in a few words: I am a Coloradoan. I am a mother to a beautiful and funny 6-month-old redheaded son named Brody. I am also a dog mom to two rescue pups named Boston and Bella. I am married to an entrepreneur, and he encouraged me to launch my law firm. Hagen |…

Michelle Dear of Tandem on empowering couples’ financial lives together

Describe your business in a few words: Hi Entreprenistas! I’m Michelle, the Co-Founder of Tandem, the easiest way for couples to share expenses. Tandem is an iOS app that eliminates the back-and-forth of Venmo without the need to get a joint account. Our mission is to empower couples’ financial lives together. What was your background prior…