Built for More: Turning Passion into Purpose, Overcoming Setbacks, and Thriving in Business
Please share your story...
I started my business in 2009 simply because I thought I’d be good at it and that it would be fun. And while both turned out to be true, it became so much more than that. I gained a deep understanding of entrepreneurship, built incredible relationships, and discovered just how rewarding my work could be. Along the way, I’ve had the privilege of collaborating with amazing vendor partners and clients, each experience teaching me something new.
How has your journey evolved from where you started to where you are now?
My journey has been one of growth, learning, and evolution. I started my business at 24, full of passion and excitement, eager to create and build something of my own. Over the years, the business grew, and I expanded my team, learning so much about entrepreneurship, leadership, and the intricacies of running a business. I had the opportunity to travel around the country, which gave me new perspectives and allowed me to work with amazing clients and partners.
Then, when COVID hit, everything changed. Like many, I had to step back and take a break from the business, re-evaluating everything I was doing and what truly mattered. That time away gave me a new lens—a sharper focus—and when I returned, I did so with a fresh perspective and a renewed sense of purpose. Since then, I’ve been growing the business steadily, approaching every challenge with more clarity and intention. I now see my business not just as a service, but as a way to shape the experiences and journeys of others, whether through events or coaching. It’s been an incredible transformation, and I’m proud of the path I’ve taken, and the lessons learned along the way.
If you could go back to the beginning, what advice would you give yourself?
I would remind myself that the journey isn’t always linear and that setbacks are opportunities to learn and grow. I’d also say to embrace the discomfort and uncertainty of the early stages because that’s where the magic happens.
What leadership qualities do you believe are essential for success?
I believe the key leadership qualities essential for success are adaptability, empathy, and vision. As a leader, the ability to adapt to changing circumstances and navigate uncertainty is crucial. Business doesn’t always go as planned, and being able to pivot and think on your feet is a game-changer. Empathy is another critical trait—being able to understand and connect with your team and clients make a world of difference. It fosters trust, strengthens relationships, and ensures that people feel heard and valued. I also believe that having a clear vision is vital. A great leader needs to be able to articulate where the business is headed and inspire others to follow that vision, even during tough times. Lastly, leading by example and remaining authentic is key. People follow leaders who are genuine, transparent, and take accountability for their actions. Building a strong, positive culture comes from leading with integrity and showing up consistently.
How has resilience played a role in your journey?
Navigating uncertainty and setbacks is all about mindset and perspective. When challenges arise, I try to view them as opportunities to learn rather than obstacles. I remind myself that setbacks are a natural part of entrepreneurship and that growth happens when we’re pushed out of our comfort zones.
One key strategy is staying grounded and not letting emotions take over. I focus on what I can control, break down the situation into manageable steps, and stay flexible. Often, it’s about taking a moment to reflect, reassess, and pivot if needed.
I also rely on my support system—whether that’s my team, mentors, or peers. Having people around who offer different perspectives and advice can help shift the focus from problem to solution. And sometimes, taking a break or stepping away for a bit allows me to come back with fresh ideas and energy.
Ultimately, I remind myself that uncertainty is part of the journey, and it’s through facing setbacks head-on that we find new paths forward.
How do you handle failure, and what mindset helps you bounce back?
Having a growth mindset is crucial. I see failure as part of the journey, not something to avoid. I embrace it as a tool for improvement, knowing that each setback brings me closer to success. And, I always remember that perseverance is what separates those who succeed from those who give up.
What daily or weekly habits help you stay focused and energized?
To stay focused and energized, I make time for daily walks and strength training, which help me stay physically and mentally sharp. My skincare routine is part of my self-care, and I prioritize eating well, including protein with every meal. I kickstart my day with smoothies and lattes, and I take regular breaks to recharge. These habits keep me balanced and ready to tackle the day.
Have you encountered industry-related barriers, and how did you navigate them?
Yes, I’ve definitely encountered industry-related barriers, especially when it comes to how events are perceived. In some cases, events are seen as "just a nice-to-have" rather than a vital part of a business strategy. But the truth is, events are essential for creating meaningful experiences that help businesses hit their goals and deliver real ROI.
I’ve navigated this by consistently emphasizing the strategic value of events. Whether it’s through building brand awareness, fostering customer loyalty, or driving sales, events are powerful tools that connect people to a brand in unforgettable ways. I’ve made it a point to educate clients on how well-executed events can move the needle and deliver measurable results. Over time, this shift in perspective has helped clients see events as an investment, not just an expense.
What’s the biggest mistake you see women making in their pitches, and how can they fix it immediately?
A key aspect is building relationships. When you focus on genuinely connecting with others and offering value, the sales aspect naturally falls into place. Being clear about your unique strengths and what sets you apart is empowering.
How do you approach risk-taking when it comes to financial growth?
When it comes to financial growth, I approach risk-taking with careful calculation. I always ask myself, “Is the money I’m spending going to give me the ROI I need?” I weigh the potential benefits against the possible downsides, ensuring that the risk aligns with my business goals and vision. While I’m not afraid to take risks, I make sure they’re strategic—whether it’s investing in new opportunities, expanding my team, or launching a new service. I also consider the long-term impact, knowing that sometimes short-term discomfort can lead to bigger rewards down the road. The key is to make sure that the risk is informed and supports the sustainable growth of my business.
What does success look like for you beyond the titles and awards?
For me, success goes beyond titles and awards—it’s about having the freedom to design my own schedule and live life on my own terms. Success means having the time and energy to prioritize my health, enjoy my personal life, and still pursue my passions without burning out. It’s about being authentically myself, staying true to my values, and doing work that aligns with who I am. Ultimately, success is about balance, where I’m not just achieving professional milestones, but also thriving in my personal life and being able to enjoy the moments that truly matter.
What’s your best advice for women who are afraid to ask for the money they truly deserve?
My best advice for women who are afraid to ask for the money they truly deserve is to explore your relationship with money. Often, fear around asking for what you’re worth comes from deep-rooted beliefs and societal conditioning. It’s important to reflect on why money feels intimidating or scarce. Maybe you were taught to be humble or that asking for more is "too much." Start by recognizing those fears and challenging them.
The next step is to build a healthier relationship with money. Money isn’t something to be afraid of or avoid—it’s simply energy, a tool that flows in and out of your life. When you treat money with respect, setting clear boundaries and understanding your value, it will reciprocate by flowing more freely toward you. Don’t be afraid to ask for what you’re worth. Know that your expertise, time, and energy are valuable, and you deserve to be compensated fairly. By embracing this mindset, you align yourself with abundance, and money will treat you well in return.
If you could give one piece of advice to your younger self, what would it be?
I would tell my younger self to trust the journey and not rush the process. It’s easy to get caught up in the hustle and feel like things need to happen fast, but growth takes time.
How do you spend your time?
At work, I collaborate with incredible clients to craft event experiences that surprise, delight, and engage their audiences. At home, I get to enjoy time with my beautiful family.
As you reflect on your journey, what are you most proud of and why?
Looking back on my journey, I’m most proud of the relationships I’ve built and the impact I’ve had—both in business and in people’s lives. Whether its creating unforgettable event experiences, helping entrepreneurs build confidence in their businesses, or working with brands to tell their stories, I’ve been able to turn ideas into something real and meaningful. I’m also proud of how I’ve evolved, adapting to new challenges while staying true to my vision. And on a personal level, balancing entrepreneurship with motherhood has been one of the most rewarding challenges of all.
Tell us a little about your family and what you do for fun?
I've been married to my husband, Stephen, for 16 years, and we have a 3-year-old daughter, Arya, who keeps us busy. We also have our dog, Sadie, who’s always around for the ride. These days, we’re getting into swimming, trying out different restaurants, and taking walks outside when the weather allows.
Fun Factoid…
I'm obsessed with crafting latte art. As I brew my coffee, I set an intention, and once the milk is perfectly steamed, I let my wrist flow, creating something beautifully magical in every pour.
Photo Credit: Ann & Kam Photo
To connect with Sharokina, visit:
https://www.linkedin.com/in/sharokinapazand/
https://www.instagram.com/citygirlevents
If you don't have a seat at the table, build your own table. ~ Unknown
