Rediscovering Success: A Journey to Joyful Design

Setting up EleanorAntonio.com, the home of joyful decor, was a conscious decision. After a decade working in finance, I had reached a pivotal moment. The financial stability I had achieved gave me the freedom to explore my creative side. But staying on that corporate track full-time would have meant stifling that creativity, burying it behind endless spreadsheets. Pursuing interim roles felt like I was only creating in stolen moments throughout the year. I knew this wasn't aligned with the life I wanted for myself.

A friend recently gifted me a copy of "The Alchemist," and a particular line resonated deeply: "When you want something, all the universe conspires in helping you to achieve it." This sentiment beautifully encapsulates the feeling of being on the right path, even if it diverges from mainstream expectations. This assurance has guided my journey towards building a business that is not only personally fulfilling but also sustainable and joyful.

Throughout my career, I have witnessed the relentless pursuit of growth compromising the very values that companies were founded upon. It's a challenge to grow a brand while maintaining integrity and sustainable practices. Companies often prioritize short-term profits at the expense of long-term vision, which can lead to rapid but unstable expansion. This is especially problematic in the fashion industry, where brands produce excess inventory, contributing significantly to waste, all in the name of profit margins. The capitalist narrative equates growth with success, but is this truly the only measure of success?

Life rarely goes as planned, and we can't take it for granted. Today, I’m clear on my vision: I want to spend my time creating beautiful designs and building a business where I share in the rewards, without the pressure to scale into something that loses its purpose. For me, success isn’t about building an empire. It’s about living a life I love: perhaps by the seaside, with a painting room, a place for my piano, and the freedom to create without compromising my values—or the planet.

Interestingly, this perspective resonates with many female entrepreneurs. Research indicates that women often redefine success, aiming to build businesses that provide sustainable income while upholding their values. Unlike many male counterparts, female founders are often driven by intrinsic motivations such as autonomy, creative freedom, and the desire to make a positive impact. Often, the most successful businesses are those that prioritize making a difference over making money. By focusing on sustainability and long-term goals, female entrepreneurs often outperform because they don't chase growth at all costs; they build businesses they truly believe in.

By remaining true to what brings me joy and making intentional decisions, I aim to build a brand that is sustainable both for myself and my customers. Small ambitions have a unique beauty—they allow for personal and environmental sustainability. I can create a business that supports the life I want without sacrificing my ethics. It’s about leaving a positive impression—or you could say a joyful print—on the world through my work and cherishing every step of the journey.