Being your authentic self is serious work, founders say; why women need to be in the business of saying ‘no’ more
October 10, 2026 | Nikki Overfelt Chifalu
Colleen Robertson, founder and creative director of Floraloom, speaks during a Bank on Her panel at nbkc Bank; photo by Nikki Overfelt Chifalu, Startland News
In a world that’s so focused on AI, now’s the time for entrepreneurs to lean into the authentic quirks that make their businesses different, said Colleen Robertson, encouraging women to “be OK doing something crazy and turning people’s heads.”
“Be that purple cow,” the Floraloom founder and creative director said, nodding to a book of the same name by Seth Godin on how to transform a business by being remarkable. “Be OK with being your authentic self.”
A crowd gathered at nbkc Bank’s headquarters on Ward Parkway hears from panelists at the Bank on Her event recognizing Women’s Small Business Month; photo by Nikki Overfelt Chifalu, Startland News
The more niche and more specific Robertson has gotten in her business — a Kansas City-based floral studio known for sculptural, art-driven designs and installations — the more profitable she’s been, Robertson said. She’s now able to focus squarely on corporate events instead of retail and smaller jobs.
“I’m not for everyone and I tell people that,” Robertson explained to a crowd of women gathered this week for nbkc’s Bank on Her event. “If it’s a bride who wants just all baby’s breath and white roses, I’m like, ‘I love that vision for you, but I don’t think we’re the right fit.’ And that’s OK. I’ve gotten more OK with that over time.”
“I do a few weddings a year and they are specific brides who want my weird, quirky flowers,” she added. “People are seeking me out for who I am and my style.”
Colleen Robertson, founder and creative director of Floraloom, speaks alongside a panel of women business leaders, including Melea McRae, founder and CEO of Crux; Katie Moore, founder of Katie’s Kennel; Jackie Nguyen, owner of Café Cà Phê; and Alex Owens, realtor with Malfer and Associates (not pictured); photo by Nikki Overfelt Chifalu, Startland News
Robertson’s remarks came Thursday morning during a panel conversation at nbkc’s headquarters to celebrate Women’s Small Business Month. She was joined on the panel by Melea McRae, founder and CEO of Crux; Katie Moore, founder of Katie’s Kennel; Jackie Nguyen, owner of Café Cà Phê; and Alex Owens, realtor with Malfer and Associates.
Erin Cole, CEO of the Women’s Employment Network, and Alex Owens, realtor with Malfer and Associates, participate in a Bank on Her panel at nbkc; photo by Nikki Overfelt Chifalu, Startland News
The panel was moderated by Erin Cole, CEO of the Women’s Employment Network, an organization dedicated to helping women raise self-esteem and achieve economic independence through sustained employment and the beneficiary of the proceeds from the event.
“Last year, we worked with our partners in marketing to build an event where women could come, talk about their business, network with other women business owners, talk about their successes and their obstacles, and hear how nbkc Bank could help support and grow those businesses,” said Peter Mercer, a senior vice president with nbkc.
Robertson — who has created experiences for brands and organizations like Nike, YouTube, the Kansas City Royals, and the KC Current — told members of the crowd they need to have the courage to say “no” a lot in order to say a big “yes.”
“When you’re first starting out, you’re throwing spaghetti at the wall, just hustling, taking whatever gig comes your way to build your portfolio, to refine your craft,” she explained. “Eventually you reach the shift where you’re like, ‘Alright, is this a hobby? Or do I take this to the next level?’ I realized I want to make a career out of flowers. And I started to get a bit more serious about who I was as I was developing my esthetic and my style.”
“I needed to get serious about the type of clients, the type of portfolio I was trying to curate, and what I was projecting out,” she added.
Katie Moore, founder of Katie’s Kennel; speaks alongside Jackie Nguyen, owner of Café Cà Phê, during a Bank on Her panel at nbkc; photo by Nikki Overfelt Chifalu, Startland News
Katie’s Kennel owner Moore — who now has 30 employees in her boutique pet care company — agrees. “No” is powerful, she said.
“For me, time is money, delegation is key, and saying ‘no’ feels better than saying ‘yes’ most times,” she explained. “When you start something yourself, you want to say ‘yes’ to as many opportunities as you can to get your foot in the door. You want to do whatever you can to really start growing your business, but it’s draining and it can really burn you out.”
Alex Owens, realtor with Malfer and Associates, center, shares business building insights during a Bank on Her panel conversation at nbkc Bank; photo by Nikki Overfelt Chifalu, Startland News
“This has been in my mind a lot lately, you can do anything, you can’t do everything,” added Owens, who is a top-producing real estate leader.
Recovering from the burnout of being a Broadway performer during the pandemic helped ignite Nguyen’s next chapter of starting Café Cà Phê — her Vietnamese coffee brand — she shared. The business gave her permission to start fresh and say “no” to other people having a say in what she did.
“I banked on myself, but in a different way,” she said.
Melea McRae, founder and CEO of Crux, discusses the role education and professional development play in growing a business; photo by Nikki Overfelt Chifalu, Startland News
McRae said she invested in herself through education — getting her executive MBA at Rockhurst University by regularly waking at 3 a.m. to do homework while she was still growing her company.
“So two years into launching Crux, I decided no one teaches you how to be a CEO,” she explained. “You jump into entrepreneurship because you have this great idea, but how do you grow the company? How do you learn how to be a CEO? How do you learn how to be a leader?”
Now she pays that forward with a robust professional development budget for her team at Crux, 75 percent of which is women.
“Our people are widgets at Crux,” she continued. “We’re a professional services firm. So when I invest in growing the company, I’m investing in people.”
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