Not Choosing a Niche Was the Best Choice I Made

I recently listened to a masterclass that said, “You should pick a niche and stick with it.”

The idea was simple: if you stay in one lane, you become the expert. You create systems, streamline your process, and everything gets a little easier.

But when I heard that, I felt… ugh. Because honestly? That’s not what lights me up.

The best part of my work has always been the variety. I get to learn about things I never imagined knowing—like the fine balance of tempering chocolate, or why the type of wax in a candle really matters. I get to help artists figure out how to sell deeply personal work, and understand the workmanship of fiber art, glasswork, and acrylic paint.

Each client teaches me something new. Each brand challenges me to think differently. And that’s what makes this work so exciting.

Sure, sticking to one niche might make things efficient. But I’m not here for efficiency—I’m here for growth. For constant curiosity. For helping amazing small businesses and artists shine in ways that are uniquely them.

And in this beautifully mixed-up world I’ve built, each client ends up helping the next—because I get to bring all that experience forward. It’s like cross-pollination for creative entrepreneurs.

So no, I won’t be narrowing my focus anytime soon. I’ll keep saying yes to the chocolate makers and the candle lovers, the artists and the weavers. Because when I grow, they grow—and that’s the kind of cycle I want to be part of.