HEY! I’M EVONA. 👋

Entrepreneur. Marketer. Professional over-researcher. Serial starter of things. Big believer in people, ideas, and figuring shit out as you go.

TL;DR

I’ve been supporting myself as an entrepreneur since 2013 with no W-2, no traditional career path, and a whole lot of figuring it out as I go. I’ve taught myself new skills, traveled the world while working remotely, built businesses, pivoted, sold one, made plenty of mistakes, and learned that done beats perfect and failing faster matters.

Today, I run Twelve Hearts, I’m building Hey It’s Evona, and I’m publicly testing whether I can make an extra $10,000 by 12.31.26 while figuring out how to make money that isn’t completely tied to my time.

I believe business is about people, your network is your net worth, and you don’t need to have everything figured out before you start. I’m still proving that to myself too.

If you like business, big ideas, honest experiments, random rabbit holes, badass women, dogs, beaches, reality TV, and watching someone figure things out in real time...

you’re in the right place.

THE WHOLE STORY:

I've been working for myself since 2013.

No W-2 job. No traditional career path. No boss. No predictable paycheck showing up every other Friday. For more than a decade, every dollar I've used to support myself has somehow come from something I created, sold, built, figured out, or convinced someone to pay me for.

When I actually stop and think about that, I can't believe it.

Because I definitely didn't start with some brilliant plan to become a lifelong entrepreneur. I didn't go to business school and emerge with a carefully mapped-out career strategy. I didn't have investors handing me money or some giant safety net that allowed me to spend years “finding myself.”

I had ideas.

A LOT of them.

I had an almost unreasonable amount of confidence that I could figure things out. I had people in my life who believed in me. And I had this deep feeling that I wanted to create a life that was mine.

Fourteen-plus years later, I've started businesses, pivoted businesses, sold a business, shut down ideas that didn't work, taught myself entirely new skills, worked with huge companies, helped small business owners grow, made plenty of mistakes, lost clients, made money, worried about money, worked from different parts of the world, and spent an absolutely ridiculous number of hours sitting behind a laptop trying to turn whatever idea was currently living inside my head into something real.

And somehow, after all of that...

I'm still ridiculously excited about what I could build next.

Honestly, I think that's the most me thing about my entire story.

I THINK I WAS ALWAYS GOING TO BE AN ENTREPRENEUR.

I just didn't know there was a word for it yet.

When I look back at myself as a kid, the signs were definitely there.

I was the kid who actually liked going door-to-door selling candy bars for school fundraisers. I don't know if that's normal. 😂 But I loved it.

I had lemonade stands. In middle school, I sold candy to other kids in the cafeteria. As soon as I was legally allowed to work, I wanted a job. I got a worker's permit at 15 because I wanted to start earning my own money.

But possibly my favorite early entrepreneurial idea happened in second grade.

I decided I wanted to start a magazine.

Not just any magazine.

A vegetable-themed children's magazine.

I have absolutely no idea what the business model was supposed to be or exactly how much second-grade Evona knew about the publishing industry. Apparently, however, I had identified what I believed to be a glaring hole in the children's vegetable-media market. 😂

That magazine never made it to newsstands.

But the instinct behind it never went away.

I've always loved ideas.

I love the moment when something doesn't exist yet and suddenly you think, “Wait... what if?”

What if I made this?

What if I sold that?

What if these two ideas went together?

What if nobody else is doing this?

What if I did it completely differently?

What if this actually worked?

That question — what if? — has probably been responsible for half the decisions I've made in my adult life.

And in 2013, it led to one of the biggest ones.

IN 2013, I BOUGHT A ONE-WAY TICKET TO SPAIN.

There were two things I knew I wanted in life.

I wanted to travel the world.

And I wanted to be an entrepreneur.

So I decided I was going to do both.

At the same time.

The slight problem was that I had about $3,000 to my name and needed some way to make money while traveling.

I started thinking about what I could possibly do remotely, and eventually I landed on graphic design.

There was just one small issue.

I wasn't a graphic designer.

I didn't know how to be a graphic designer.

I hadn't gone to school for it.

But I knew I was creative. I knew I was smart. I knew I was willing to work. And, most importantly, I genuinely believed I could learn.

So I taught myself.

YouTube became my classroom. I learned as I went. I practiced. I started freelancing. I took projects. I got better. And eventually, the thing I had essentially decided I was going to become turned into an actual way to support myself.

Over the next nine months, I traveled through eight countries while working remotely.

And eventually, that completely self-taught skill led to opportunities to work on projects for companies like Google, Samsung and Salesforce.

Sometimes I look back at that version of myself and wonder where I got the nerve.

I had $3,000.

I didn't know the skill I was planning to use to support myself.

And somehow my reaction was basically:

“Eh. I'll figure it out.”

But that's something I've realized about myself over the years.

I don't necessarily need to know how I'm going to do something before I decide I'm going to do it.

If I can see the possibility of something, my brain immediately starts trying to reverse-engineer how to get there.

I think that's one of my greatest strengths as an entrepreneur.

It has also, occasionally, gotten me into trouble.

Which brings us to my first startup.

THE TIME I BASICALLY TRIED TO REBUILD ETSY.

While I was traveling, I was also thinking about what kind of business I could build.

Eventually, I created Undiscovered Kitchen, an online marketplace designed to connect incredible small-batch artisan food makers with a larger audience of people looking for unique products.

The easiest way to explain it is:

It was basically Etsy for artisan food.

Except instead of simply using Etsy, I apparently decided it would be a better idea to rebuild Etsy.

Because why make anything easy? 😂

Undiscovered Kitchen became my first real crash course in entrepreneurship.

And when I say crash course, I mean I crashed into basically every lesson possible.

I spent an entire year building the website.

A YEAR.

I obsessed over every tiny detail. I wanted everything to look perfect. I wanted every interaction to feel perfect. I wanted every piece of the brand to be perfect.

I would literally have designers move a button a millimeter because I didn't think it was sitting in exactly the right place.

A millimeter.

Meanwhile, I was missing the much bigger question:

Did the actual business work?

Eventually, I learned that it didn't work the way I needed it to.

The artisan products were expensive for the average consumer. The pricing model made things difficult. I didn't have the kind of advertising budget necessary to scale a consumer e-commerce marketplace.

Most importantly, the product-market fit simply wasn't strong enough.

And no perfectly positioned button was going to fix that.

I spent years trying to make Undiscovered Kitchen work because I was so invested in the idea and so determined to make it successful.

Looking back, I wish I had failed faster.

I wish I had tested faster.

I wish I had pivoted faster.

I wish I understood that perfecting something nobody wants doesn't make it more valuable.

Today, I jokingly call Undiscovered Kitchen my half-priced MBA, because that's where I learned an enormous amount about what not to do in business.

I learned that you can be incredibly hardworking and still be working on the wrong thing.

I learned that effort doesn't automatically equal product-market fit.

I learned that sometimes the smartest thing you can do isn't push harder.

It's change direction.

And most importantly, I learned:

Done is better than perfect.

That lesson has taken me years to fully embrace.

It's also one of the reasons I'm approaching what I'm building today very differently.

I'm not spending a year moving buttons.

I'm putting things into the world.

I'm testing.

I'm learning.

I'm watching what happens.

And if something doesn't work?

Fail faster. Pivot faster. Keep going.

EVENTUALLY, I DID PIVOT.

After years of trying to make Undiscovered Kitchen work, I finally accepted that something needed to change.

So I niched down.

Instead of trying to create a giant marketplace for artisan food products, I focused specifically on the wedding industry and created Gourmet Wedding Gifts, a website offering wedding gifts and favors from small-batch artisan makers around the country.

That pivot taught me another lesson that I think entrepreneurs sometimes struggle with:

Changing direction doesn't mean the original idea was a waste.

Undiscovered Kitchen gave me the relationships, knowledge, experience, contacts and understanding that allowed Gourmet Wedding Gifts to exist.

One thing became the foundation for another.

Eventually, I sold Gourmet Wedding Gifts.

And again, when you compress that into a little entrepreneur bio, it sounds great:

Built company. Pivoted. Successful exit. Next.

That's not what it felt like.

Selling the business was actually incredibly difficult for me emotionally.

I was participating in a business accelerator at the time, and one of my mentors helped me see that I was spreading myself too thin. I had another business that was growing and needed more of my attention, and I couldn't continue trying to give everything to everything.

But letting go of Gourmet Wedding Gifts felt a little like giving up.

I had put so much of myself into it. Walking away from something you've worked that hard to build can feel like you're admitting you couldn't make it into whatever you originally imagined.

I eventually realized something different.

Sometimes letting go is the thing that allows you to grow.

Selling Gourmet Wedding Gifts allowed me to focus my energy on the business that had more opportunity in front of it.

And once I did, I made more money.

Today, I'm incredibly glad I sold it.

That experience changed the way I think about entrepreneurship. Holding onto something simply because you've already invested years into it isn't always determination.

Sometimes it's just fear of letting go.

THE NEXT BUSINESS BASICALLY FOUND ME.

While I was running Gourmet Wedding Gifts, I was doing a lot of networking with people in the wedding industry.

Wedding planners. Photographers. Other wedding professionals and business owners.

As they learned what I did, something interesting started happening.

People began asking:

“Could you do gifts for MY clients?”

And that was one of those little entrepreneurial moments I love.

That moment where somebody asks you for something you weren't necessarily planning to sell and your brain goes:

Wait a second...

I realized there was an entirely different opportunity sitting in front of me.

And, more importantly, I realized something about myself.

I loved helping businesses grow.

I became fascinated by the B2B side of business and started thinking about how gifting could be used strategically — not just as a nice gesture, but as a way to deepen relationships with clients, referral partners and prospects.

That idea became Gifting Made.

And it was where one of the biggest beliefs I have about business really took shape:

YOUR NETWORK IS YOUR NET WORTH.

I genuinely believe that.

Not in the gross “collect as many LinkedIn connections as possible because someday they might be useful” way.

I mean real relationships.

Human beings connecting with other human beings.

Because business doesn't happen in a vacuum.

People hire people.

People refer people.

People recommend people.

People open doors for people.

People want to support people they genuinely like, trust and believe in.

And if someone loves working with you and loves who you are as a person?

They want to see you succeed.

I think there is an enormous amount of opportunity in simply becoming better at creating meaningful relationships with the people around you.

I TOOK THAT IDEA VERY, VERY SERIOUSLY.

At Gifting Made, I created strategic 12-month gifting campaigns for businesses.

These weren't generic “throw your logo on a mug and mail it at Christmas” programs.

I wanted the gifts to mean something.

We would identify a business owner's most important clients, prospects and referral partners and build four or five thoughtful touchpoints throughout the year.

And then I would research the recipients.

A LOT.

Honestly, “research” may be generous.

I basically stalked people on social media. 😂

I wanted to know who they actually were.

What did they love?

What were they interested in?

Did they have kids?

What did they do for fun?

What mattered to them?

The goal was to create something so personal that when they received it, their reaction wasn't:

“Oh cool, another corporate gift.”

It was:

“Holy shit. They actually know me.”

I wanted people to keep the gifts.

I wanted them to remember who sent them.

I wanted my client to stay top of mind.

And ultimately, I wanted that stronger relationship to turn into stronger business.

That work reinforced something I've carried into everything I've done since:

Marketing is really just relationship building at scale.

THEN I STARTED NOTICING ANOTHER PROBLEM.

We would send one of these incredible, personalized gifts, and later I'd sit down with my client.

I'd ask:

“Okay, what have you done since we sent the last gift?”

And very often the answer was basically:

“Nothing.”

They hadn't emailed their clients.

They hadn't consistently posted on social media.

They hadn't stayed in touch with their referral partners.

They hadn't created content.

They hadn't done much to remain visible.

And I'd ask:

“WHY?”

The answer wasn't that they didn't care.

It wasn't that they didn't understand marketing mattered.

It was that they were completely overwhelmed.

They were small business owners.

They were doing the actual work, managing clients, answering emails, solving problems, managing employees, selling, networking, invoicing, planning, putting out fires and trying to have some semblance of a life at the same time.

They were wearing every hat.

They didn't need another person telling them:

“You should really post more on Instagram.”

They knew.

What they needed was someone who could actually help them do the shit they didn't have the bandwidth to do.

And I knew I could help with that.

So Gifting Made started evolving.

We added email marketing.

Social media.

Content strategy.

Event promotion.

Video.

Business development.

Broader marketing strategy and execution.

Over time, that evolution became the business I run today:

Twelve Hearts.

Once again, I didn't sit down one day and magically invent the perfect business.

The business evolved because I paid attention.

My clients told me what they needed.

I listened.

And I followed the opportunity.

AND SOMEHOW, I'VE BEEN SUPPORTING MYSELF THIS WAY SINCE 2013.

This is probably one of the things I'm proudest of.

I have been fully supporting myself through entrepreneurship since 2013.

I haven't had a W-2 job.

And when I actually say that out loud, there's still a part of me that's like:

Holy shit. I did that.

For more than a decade, I have figured it out.

Sometimes business has been great.

Sometimes it hasn't.

Sometimes I've felt incredibly confident.

Sometimes I've wondered what the hell I'm doing.

I've made money.

I've lost money.

I've gotten clients.

I've lost clients.

I've made great decisions.

I've made decisions I would absolutely not make again.

But somehow, every month, every year, every version of my life since 2013...

I've figured out how to keep going.

I'm proud of that.

And I'm also very aware of what it's taken.

BECAUSE I LOVE ENTREPRENEURSHIP. BUT IT CAN ALSO BE REALLY FUCKING HARD.

What I love most about being an entrepreneur is simple:

The sky's the limit.

My creativity gets to be endless.

Nobody is standing above me telling me what I can and can't explore.

Nobody is telling me an idea is outside my job description.

Nobody is telling me:

“That's not how we do things here.”

When I'm really in my zone, entrepreneurship feels like being a kid playing in a sandbox.

I get to play with ideas.

I get to move things around.

Build something.

Knock it down.

Try something weird.

Combine two things that aren't supposed to go together.

Ask a ridiculous question and then see if I can make the answer real.

That's fun for me.

Like, genuinely fun.

Even when I'm technically “not working,” there's a pretty good chance I'm thinking about business.

I might be thinking about a completely new company.

Or some weird marketing strategy.

Or something I could change in my current business.

Or a business model I saw online and immediately thought:

“Wait... could I do that?”

Some people do puzzles.

Apparently, I invent hypothetical revenue streams. 😂

But entrepreneurship also has another side.

And I don't think we talk about it enough.

It can be incredibly lonely.

WHEN YOU'RE THE ONE AT THE TOP, EVERYTHING EVENTUALLY LANDS WITH YOU.

I have people I work with.

I have a team.

I hire people. I delegate. I'm not sitting alone literally doing every single task in my business.

But that's different from having someone who shares the ultimate responsibility with you.

I don't have a co-founder.

So when I lose a client, that emotional weight is mine.

When I make a mistake, it's mine.

When something isn't working, I have to figure out why.

When there's a fire, ultimately I'm the one responsible for figuring out how to put it out.

There isn't a manager I can walk into a meeting with and say:

“Okay, here's what happened. What should we do?”

There's no one above me.

It's me.

And sometimes that is empowering.

Sometimes it's exhausting.

Sometimes it's lonely.

There have been plenty of days over the years where it has literally just been me and my laptop, working day in and day out, carrying both the practical and emotional weight of figuring out how to make everything work.

And there was one period of my life when that became especially real.

IN 2020, IT FELT LIKE I HAD TO START MY LIFE OVER.

I had been in a relationship for nine years.

That relationship was connected to the very beginning of this entire entrepreneurial chapter of my life.

My partner and I traveled together in 2013. We both worked remotely. That first giant leap into this completely different way of living wasn't something I had done alone.

For years, when I pictured my future, another person was part of it.

Then the relationship ended.

And suddenly, the life I thought I was going to have didn't exist anymore.

I felt completely alone.

And there was something about that moment that made the responsibility of entrepreneurship feel different.

When something went wrong, there wasn't someone beside me to absorb some of the emotional overwhelm.

There wasn't a shoulder right there when business got scary.

There wasn't someone else helping carry the weight of figuring out life.

It was on me.

Paying for my life was on me.

Making my business work was on me.

Following my dreams was on me.

Figuring out what came next was on me.

And so...

I did.

I saddled up.

I kept working.

I kept building.

I kept figuring it out.

Not because I had some magical reservoir of confidence every single day.

But because I had to.

And eventually, that period taught me another version of something I've been learning my entire entrepreneurial life:

I can figure out more than I think I can.

WHICH IS A BIG PART OF WHY I'M DOING WHAT I'M DOING NOW.

After 14+ years of entrepreneurship and marketing, I see things differently than I did in 2013.

I've learned a ton.

I've made mistakes.

I've watched businesses grow.

I've watched ideas fail.

I've helped other people market what they've built.

And because I'm a marketer, I spend a LOT of time looking at what people are doing online.

I constantly see people making money through strategies and business models that I am not currently using.

Affiliate marketing.

Amazon reviews.

UGC.

Print on demand.

And whatever other thing inevitably sends me down a 47-tab internet rabbit hole next.

And I keep having the same reaction:

“I think I could do that.”

Actually...

I think I could be really fucking good at that.

I'm creative.

I'm a marketer.

I'm hardworking.

I'm determined.

I understand content.

I understand people.

I understand how to research.

I understand how to sell.

I've spent more than a decade helping businesses get attention and make money.

So I started wondering:

What happens if I take all of those skills and start applying them to myself?

SO I GAVE MYSELF A CHALLENGE.

CAN I MAKE AN EXTRA $10,000 BY DECEMBER 31, 2026?

I don't know.

That's what makes this interesting.

I'm trying different ways to make money and sharing the entire experiment as I go.

I'm testing affiliate marketing.

Amazon reviews.

UGC.

Print on demand.

And honestly?

Whatever else I think of.

I'm going to share what I try, what works, what doesn't, what surprises me, what completely flops, what I learn, and exactly how much money I actually make.

Not theoretically.

Not “here's how YOU could make $10K if you buy my course.”

I mean:

Here's what I actually tried. Here's what actually happened. Here's what I actually made.

Because after everything Undiscovered Kitchen taught me, I don't want to spend another year perfecting something before finding out whether anybody wants it.

I want to experiment.

Launch.

Learn.

Adjust.

Fail faster.

Pivot faster.

And keep going.

BUT THE $10,000 ISN'T REALLY THE GOAL.

It's the first marker.

The bigger thing I'm trying to figure out is:

CAN I MAKE MONEY WHILE I SLEEP?

For most of my entrepreneurial career, my income has been connected to my time in some way.

I provide a service.

I do the work.

I get paid.

That's a great business model.

It's supported me since 2013.

But I want to know what else is possible.

I want to build income that isn't entirely dependent on whether I'm sitting behind my laptop doing work at that exact moment.

And underneath all of that is something even bigger.

I want financial stability.

Financial stability hasn't always felt easy for me as a solo business owner.

I've proven to myself that I can survive as an entrepreneur.

I've proven that I can support myself.

I've proven that I can figure out how to make enough money to keep going.

Now I want to prove that I can do something different.

I want to build wealth.

I want to create real, long-term financial security for myself.

Three to five years from now, I want to be making $50,000+ a month.

I want to have more than $1 million in my retirement account.

I want the freedom that comes from knowing I've built something bigger than the next client, the next project or the next invoice.

And yes.

Those goals are big.

Part of me feels a little ridiculous putting them on the internet.

But I've spent enough years playing small with certain things.

So there they are.

AND I THINK I KNOW WHAT I'M REALLY TRYING TO PROVE.

If I pull this off, the biggest thing it will prove isn't that affiliate marketing works or that I can make $10,000 online.

It will prove something to me.

That I really am capable.

That I'm smart enough.

That I'm talented enough.

That I'm creative enough.

That when I decide I truly want something, I can figure out how to get it.

There's a version of that belief that has existed in me since 2013.

Maybe even before that.

It's the same belief that let me get on a plane with $3,000 and decide I'd somehow teach myself a skill that would support me while I traveled.

It's the belief that made me start businesses before I knew how to build businesses.

It's the belief that kept me moving when those businesses didn't work the way I expected.

It's the belief that helped me start over.

But believing something and proving it to yourself again are different things.

I want to prove it again.

AND MAYBE YOU HAVE SOMETHING YOU NEED TO PROVE TO YOURSELF, TOO.

This is where I hope my story becomes a little less about me.

Because I've been incredibly lucky in one very important way:

I've had people who believed in me.

I've had friends and family who supported me.

I've had cheerleaders.

I've never had some dramatic story where everyone around me told me my dreams were stupid and I spent my life trying to prove them wrong.

And I'm grateful for that.

Because having people who believe in you matters.

But I know not everybody has that.

Some people are surrounded by doubt.

Some people have an idea they haven't told anyone because they're afraid of what people will say.

Some people want more for themselves but genuinely don't know if they're capable of creating it.

Some people look at entrepreneurs or creators or people making money online and think:

“Yeah, but those people are different from me.”

That's part of why I want to share this journey while I'm still in it.

I'm not standing at the finish line.

I'm not writing this after magically turning $10,000 into $10 million and pretending I knew exactly what I was doing the entire time.

I'm figuring it out right now.

In public.

And I hope there's someone watching who sees an ordinary person trying things, making mistakes, changing direction, learning and continuing — and thinks:

“Maybe I could do that too.”

Not necessarily what I'm doing.

Your thing.

Whatever your version of “more” looks like.

BECAUSE YOU DON'T HAVE TO BE EXTRAORDINARY TO CREATE AN EXTRAORDINARY LIFE.

I think that's one of the things I believe most deeply.

You don't need to know everything.

You don't need to have the entire plan.

You don't need to be the smartest person in the room.

You don't need to wait until you're completely confident.

You definitely don't need to spend a year moving a button one millimeter at a time. 😂

You need to be willing to start.

Then pay attention.

Learn.

Fail.

Pivot.

Ask for help.

Build relationships.

Try again.

And keep going long enough to find out what you're actually capable of.

That's what I've done.

It's what I'm still doing.

AND IF YOU KNOW ME, YOU KNOW PEOPLE ARE A HUGE PART OF ALL OF THIS.

As much as I love ideas, I love people.

I especially love connecting with other entrepreneurs.

And I REALLY love connecting with other women who are doing big, badass things with their lives.

Women who are building businesses.

Taking risks.

Trying weird ideas.

Changing careers.

Making money.

Creating freedom.

Starting over.

Going after something that scares them.

I love sitting across from another business owner and hearing the real story.

Not the polished LinkedIn version.

The actual story.

The part where they almost quit.

The idea nobody understood.

The client that changed everything.

The mistake that cost them money.

The random introduction that opened a door.

The moment they realized:

“Holy shit. This might actually work.”

Those conversations light me up.

Because I genuinely believe your network is your net worth.

Not because every relationship should be transactional.

The exact opposite.

Build real relationships.

Care about people.

Help people.

Know people.

Connect people.

Root for people.

Be someone other people genuinely want to see succeed.

I've watched over and over again how those relationships create opportunities nobody could have planned for.

And I want Hey It's Evona to create more of those connections too.

SO WHAT EXACTLY IS HEY IT'S EVONA?

The answer is:

I'm not entirely sure yet.

And I LOVE that.

This is my newest sandbox.

It's a place where I don't have to pick one tiny niche and stay inside it forever.

I can talk about business.

I can share the $10K experiment.

I can test ways to make money.

I can tell you about a product I'm completely obsessed with.

I can share a restaurant I can't stop thinking about.

I can talk about marketing.

Travel.

Things I'm buying.

Things I'm building.

Business ideas.

Random discoveries.

Experiments.

Failures.

Wins.

Whatever rabbit hole I'm currently three hours deep into.

Things worth buying. Places worth going. Ideas worth trying. And whatever else I find along the way.

Because the common denominator isn't one topic.

It's me.

It's what I'm interested in.

What I'm researching.

What I'm testing.

What I'm building.

What I'm learning.

And what I think is worth telling my friends about.

Basically, if I would text someone and say:

“OMG YOU NEED TO KNOW ABOUT THIS…”

there's a pretty good chance it belongs here.

AND YES, I DO HAVE A LIFE OUTSIDE OF BUSINESS.

Kind of. 😂

I love the beach.

I love my puppy, Dasher, an unreasonable amount.

One of my favorite things is taking him to dog beach and watching him run around having the absolute time of his life.

There's something about watching a dog sprint around a beach with zero responsibilities that really puts your unread emails into perspective.

I'm also completely obsessed with reality TV.

And I don't mean classy, critically acclaimed television.

I'm talking Love After Lockup.

Give me questionable life choices, chaotic relationships and several seasons I can binge and I'm IN.

But the truth is...

Even when I'm technically not working, business is still one of my favorite things.

I like talking about business.

I like thinking about business.

I like dreaming up businesses.

I like hearing about other people's businesses.

I like coming up with strategies that nobody else has thought of.

I like finding weird opportunities.

I like taking an idea and pulling on the thread just to see where it goes.

For me, that doesn't always feel like work.

It feels like play.

It's my sandbox.

And apparently I've been playing in it since I was trying to launch a vegetable magazine in second grade.

SO... THAT'S ME.

Or at least that's the version of me that exists right now.

Because if my story so far has taught me anything, it's that there will probably be another pivot.

Another idea.

Another experiment.

Another business.

Another lesson.

Another thing that makes me say:

“Wait... I think I could do that.”

I don't know exactly where Hey It's Evona will lead.

I don't know whether I'll hit the $10,000 goal by December 31.

I don't know which experiment will work.

I don't know which one will completely bomb.

I don't know whether the idea I haven't even thought of yet will end up being the thing that changes everything.

That's why I'm sharing it now.

I don't want to tell the story once I already know the ending.

I want you here for the messy middle.

I want my friends and family here.

I want other entrepreneurs here.

I want badass businesswomen here.

And especially, I want the people who quietly know they want more for themselves but aren't entirely convinced yet that they can have it.

If that's you, I hope you'll stick around.

I hope you'll watch me try.

I hope you'll celebrate the wins with me.

I hope you'll laugh when one of my brilliant ideas turns out to be... significantly less brilliant than anticipated. 😂

I hope you'll watch me fail, pivot and try something else.

And maybe somewhere along the way, while you're watching me prove something to myself, you'll start believing something different about yourself too.

Because I'm not here to convince you that I have everything figured out.

I very clearly do not.

I'm here because I believe ordinary people can decide they want something different and start building it.

One idea.

One experiment.

One connection.

One failure.

One pivot.

One slightly questionable decision at a time.

I have absolutely no idea where this is going.

But I have a feeling it's going to be really fucking fun.

COME WITH ME. ❤️

[FOLLOW THE $10K JOURNEY →]