After a year of conversations within my industry and everyone telling me "how amazing starting a business is" (which it is, don't get me wrong), I'm realizing that people really only see the exciting parts of it. The freedom, the flexibility, and the (seemingly) endless possibilities. The feeling of finally being able to build something that's exclusively yours. What they don't talk about nearly as often is what happens around you while you're growing. Because, as I'm com

Returning from 11 days of international travel and, after several weeks to settle back into my daily routine, I’ve been giving my time away the reflection that it deserves. This wasn’t just a long weekend getaway to a friend or family member’s house... this was a trip that required a ton of planning (not only for us, but for our toddler we were leaving home with a rotation of family to watch him). This was the kind of trip that created space between me and my routines, my i

When you start a business, one of the first questions people ask you is: “So...what are you going to name it?” And take it from me: naming a company is no small task. It’s branding, identity, storytelling… and a smidge of existential crisis, all rolled into one. So naturally I did what any practical, slightly dramatic, and deeply intentional entrepreneur would do: I named it after my last name: Apostoli. Now, before everyone assumes that this is a sentimental, generation