Shannon Co-Founded Creative Waves Studio to Help Brands Grow with Strategy, Storytelling, and Heart

Please share a brief introduction and your business:

I’m Shannon, co-founder of Creative Waves Studio. After years of freelancing in social media and working in insurance, I knew I wanted to build something more meaningful, something rooted in creativity and impact. When my business partner, Erika, and I realized how naturally our skills complemented each other, Creative Waves was born. Today, we help brands grow intentionally through strategic social media, thoughtful storytelling, and a focus on long-term results.

Did you always know you wanted to be an entrepreneur?

I can’t say I always knew I wanted to be an entrepreneur, but looking back, it feels inevitable. I grew up with a dad who was a full-blown entrepreneur, and I think watching him build something of his own quietly shaped me more than I realized. For years, I worked in an office while juggling creative side hustles, but after more than a decade in that environment, it became clear that entrepreneurship, with all its challenges and freedom, was where I felt most fulfilled.

What accomplishments are you the most proud of to date in your business?

What I’m most proud of is how much Creative Waves Studio has grown from a simple idea into a thriving business built on trust, strategy, and relationships. Erika and I started this with nothing more than a shared vision and complementary skills, and we’ve turned it into something that genuinely impacts the businesses we work with. Building a business from the ground up, virtually and intentionally, and watching it become something we’re proud to stand behind is an accomplishment in itself.

What is one thing you wish you had known when you started your Entreprenista journey?

I wish I had known just how much of a rollercoaster entrepreneurship really is, the constant highs and lows, the self-doubt, and the moments where you question if you’re on the right path. You hear about it, but until you experience it, you don't really understand it. And I've learned that those moments don’t mean you’re failing; they mean you care. Building a business pushes you to grow in ways you never expect, and even on the hardest days, there’s this deep, underlying knowing that you’re exactly where you’re meant to be.

‍Do you have a co-founder?

Yes — I co-founded Creative Waves Studio with my business partner, Erika. We met through a family friend who thought we’d work well together, and they were right. From our first conversation, it was clear we shared the same values. Our backgrounds complement each other perfectly: I come from a social media and strategy background, while Erika brings a marketing and education perspective. My biggest tip for finding the right co-founder is to look for someone whose strengths balance your own and who shares your long-term vision. Communication, trust, and shared values are everything.

Take us back to when you launched? What was your marketing strategy?

When we first launched Creative Waves Studio, our marketing strategy was simple: show up consistently, share value, and build genuine connections. We relied heavily on social media, not just to promote our services, but to demonstrate our expertise and personality through educational content, behind-the-scenes glimpses, and real results. Word of mouth and relationship-building played a huge role early on. Like most things, it didn’t go perfectly as planned, but every post, every conversation, and every client taught us what truly resonates, and helped shape the strategic, relationship-driven approach we’ve created today.

What did you go before starting your own business?

I started my career in 2013 with a fashion blog, back before Instagram was what it is today, which quickly grew into a passion for digital storytelling. That passion evolved into a lifestyle website I co-founded with a friend, where we strategically used platforms like Instagram, Pinterest, and Facebook to build a real business, complete with a team of writers and advertisers. It was during that time that I discovered what I loved most: the strategy behind social media, analyzing what worked, why it worked, and how to grow intentionally. After the site ended, I began freelancing in social media management while working at an insurance agency, but it didn’t take long to realize my heart was in the creative side of business. When I reconnected with Erika, whose background in advertising and marketing complemented my own, we decided to build something of our own, and Creative Waves Studio was born.

What made you take the leap to start your own business?

After years of working in an office while freelancing on the side, I reached a point where I knew I wanted more freedom, creativity, and fulfillment in my work. When Erika and I reconnected and saw how naturally our strengths aligned, it felt like the right moment to take the leap. We both believed we could create something meaningful, and that belief became the foundation for Creative Waves Studio.

What's one app on your phone that you cannot live without?

Instagram, for obvious reasons. But outside of that, Insight Timer. It's the first app I open every morning, and I need to start my day with the right mindset.

Who are your customers?

Our clients are business owners who care deeply about what they do, they’re not chasing viral moments, they’re building something real. We work with small to mid-sized brands that want their social media to reflect the quality of their business and drive long-term growth through strategy, storytelling, and connection.

What's your top productivity tip?

My biggest productivity tip is to put the phone on DND during deep work sessions. Also, if you're struggling to get started on something, set a timer, even for just 5 minutes, and work until it goes off. You'll feel encouraged to keep going or at the very least, you'll have completed 5 minutes worth of that task.

What's your favorite business tool?

My favorite business tools are Notion and ChatGPT, both for very different reasons. Notion keeps everything organized and running smoothly behind the scenes. From client strategy docs and content calendars to team planning and internal systems, it’s the backbone of how we stay structured while still creative. And ChatGPT has become an essential creative partner, helping us brainstorm ideas, refine strategy, and bring concepts to life faster. These tools help us build a business that runs efficiently without losing the creative flow that makes our work feel inspired.

What's your approach to work-life balance?

You have to make time for the things you love, or more importantly, the people you love. I think as entrepreneurs, especially in the beginning, balance doesn't really exist, but there has to be some give and take for the people supporting your endeavors. You have to be willing to carve out some time, no matter what.

How do you avoid burn-out?

As a social media manager, burnout can come pretty quickly with always being on my phone. I use timers for everything (community engagement, scrolling for inspiration, etc). I try to be very intentional about my time and pay really close attention to how I'm feeling.

‍What advice do you have for aspiring Entreprenistas?

My biggest advice for aspiring entreprenistas is to start before you feel ready. Clarity comes from action. There will be doubt, there will be setbacks, but every step teaches you something valuable. Surround yourself with people who believe in your vision, stay grounded in your “why,” and don’t underestimate the power of consistency.

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