A desire to be her own boss and control her work schedule motivated Liz Caruso to become an entrepreneur. She started Soles of Whistler, a fashion footwear store in Whistler, BC. Her store carries a wide range of footwear for women, workplace footwear, work shirts and pants for men as well as underwear for women and men.
Q. What services has Women’s Enterprise Centre provided you and how have these services helped?
A. Women’s Enterprise Centre provided me with great assistance in completing my business plan especially the cash flow. With the help of a WEC business advisor, I was able to see the overall picture of where my business would be if targets were met. They made me think about different aspects of my business and helped me make decisions when I wasn’t confident about my business options.
Q. What inspired you to take the leap and start your own business?
A. I always wanted to be my own boss. I also wanted to have a work schedule which allowed me to visit my family in Australia from time to time. I felt like I was capable of so much more since I had been so successful at all my previous jobs.
Q. What’s the biggest lesson you learned when starting your business?
A. Oh! There are many:
- Make business decisions wisely. Trust yourself and don’t be afraid to ask questions.
- Work on your cash flow regularly to be aware of what is happening with your business.
- Stay positive and be grateful for every bit of business you receive as achieving these micro goals leads you to the path to success.
I live by this mantra: “To lose fear gain knowledge “. The more I have learned the less afraid I am as an entrepreneur.
Q. What is your greatest strength as an entrepreneur?
A. I am extremely organized, detailed and have confidence in my abilities. I always follow up with vendors and customers. It has helped me build strong relationships.
Q. What personal lessons have you learned as an entrepreneur?
A. I have learned that hard work does pay off. I have never let fear stop me from achieving the things I want in life. The more focused I am, the more I get done.
Q. What are your goals for the business?
A. I plan to move to a bigger a location. I want Soles of Whistler to be a destination store for tourists and local communities.