‘You never know who’s watching’: Marketplace prize winner refused to quit; now she’s one of KC’s star founders

Stage after stage, LaToya Ebony Sirls delivers her company pitch. She tweaks the delivery, adjusts certain words and details to address past judges’ questions, but her overall confidence in herself and the product never outwardly wavers, she said.

Sirls can thank a masters degree in acting for some of that resolve; a stint on the daytime soap opera “Days of Our Lives” and a successful career building her brand as a beauty influencer also helped to steel the Someday Sunday entrepreneur against knee-jerk pivots and overreactions to criticism.

LaToya Ebony Sirls shares details about Someday Sunday’s products with a customer inside her booth at the City of Entrepreneurs marketplace in the Grand Hall at Union Station; photo by Tommy Felts, Startland News

“Every pitch gave me an opportunity to share our mission with new people,” said Sirls, following a busy competition season that saw her pitch the all-natural self-care startup six times through G.I.F.T. (twice), AltCap, the KC Chamber’s Lender’s Forum, UMKC’s Regnier Venture Creation Challenge, and Pipeline Entrepreneurs.

“Whether I won or lost, I kept showing up because I believe in what we’re building,” she added.

Someday Sunday recently earned a surprise $15,000 Spectrum Reach Pay It Forward grant during an opening event for City of Entrepreneurs’ marketplace, which runs select days through July 12 at Union Station. (Sirls has been a staple at the popular event that features more than 100 Kansas City vendors 10 a.m. to 6 p.m. Fridays and Saturdays; and noon to 6 p.m. Thursdays and Sundays in the Grand Hall.)

A limited-edition body cream available at Someday Sunday booth at the City of Entrepreneurs marketplace in the Grand Hall at Union Station; photo by Tommy Felts, Startland News

“If there’s one thing I’d tell other entrepreneurs, it’s this: Keep going,” she said. “You never know who’s watching, who’s rooting for you, or which opportunity might open a door you never expected. Sometimes the breakthrough comes after you’ve simply refused to quit.”

Visitors to Someday Sunday’s booth at Union Station can be among the first to sample a limited-edition body cream crafted for the summer games.

ICYMI: New KC-first marketplace at Union Station makes local retail the destination for World Cup

LaToya Ebony Sirls, center, laughs with fellow entrepreneurs at the June 6 Pipeline Innovators Gala in the Grand Hall at Union Station; photo by Nicole Bissey Photography

Announcing the Spectrum Reach grant June 10 in front of a group of influencers, vendors and city officials, a company representative teased that the award — which includes a free 30-second commercial spotlight on the winning brand and entrepreneur — would make Sirls a star.

Someday Sunday is already shining, the founder said, and she’s glad someone noticed.

“Winning feels like a reminder that consistency matters and that people are paying attention even when you don’t realize it,” she said, expressing immense gratitude for the surreal moment.

“I thank God, who has been my shepherd since launching Someday Sunday nearly two years ago, my husband and family for being my biggest cheerleaders, and the many organizations, mentors, customers, and fellow entrepreneurs throughout Kansas City who have encouraged me along the way,” Sirls told Startland News. “Small business ownership can be incredibly challenging, and moments like this remind me just how supported I am.”

LaToya Ebony Sirls, founder of Someday Sunday, speaks alongside her husband, JQ Sirls, founder of Storytailor, in April 2025 during a panel organized by Startland News at Avila University; photo by Taylor Wilmore, Startland News

Someday Sunday — a staple of The Porter House KC’s 811 Retail Incubator at 811 E 31st St — is facing “a season of incredible momentum,” she explained, noting the business recently moved into a roomy manufacturing and retail space at the Elevator co-warehousing facility in North Kansas City where it can better scale its operations.

“Between recent pitch competitions, grants, and awards, we’ve been able to invest in the next stage of growth for the company,” Sirls said. “We recently hired our first lead production assistant, Sloan, who is pursuing his master’s degree in chemistry and has already become an amazing addition to our team. His support is helping us expand production capacity and build the infrastructure needed to serve more customers.”

LaToya Ebony Sirls reacts June 10 after Someday Sunday is announced as the winner of the Spectrum Reach Pay It Forward grant; photo by Tommy Felts, Startland News

The Spectrum Reach Pay It Forward grant provides an array of resources beyond its state cash value, she said, emphasizing her excitement in using the win to advance her brand.

“The commercial production, advertising support, and business resources that come with the award will help us introduce Someday Sunday to people who may have never heard of us before,” Sirls said. “As a small business, building brand awareness is one of our biggest challenges, so having the opportunity to tell our story on a larger stage is incredibly meaningful.”

Two more Pay It Forward grant winners are expected to be announced over the next few weeks during the World Cup, nominated to Spectrum Reach by the public.

To nominate a business, visit the Spectrum Reach Pay It Forward Nominations page. To ensure nominations are tracked correctly for the Kansas City, enter “REP URS” in the field marked “PIF Referral Source.”

Click here to learn more about the Spectrum Reach grants program.

Sirls’ award comes at the perfect time, she said, noting her brand is investing in production, preparing for growth, and working to bring its products to even more customers.

“When I look at the support we’ve received from Spectrum Reach, City of Entrepreneurs, Porter House KC, and so many others throughout Kansas City, I’m reminded that entrepreneurship isn’t a solo journey,” Sirls added. “These opportunities have helped us create jobs, expand production, and continue building a company rooted in the belief that self-care doesn’t need a special occasion.”