Our mission
✨ To create beautifully designed and thoughtfully crafted stationery and tools that provide women entrepreneurs a safe space to explore their inner thoughts, connect with their inner knowledge, and cultivate the confidence to pursue their dreams with confidence.
Co-founded by husband and wife team Steve Morales (COO) and Lisa Simone Richards (CEO), our vision for the future is to be the leading provider of journals and tools that cultivate self-belief, confidence, vulnerability and authentic expression in women entrepreneurs, guiding them to build businesses aligned with their true selves.
The story behind the design
After speaking at an event for 150 founders about pushing past imposter syndrome to boost their visibility, I shared a short clip of my talk on Instagram.
A friend from university DM’d me: "You’re SO cool!"
Without missing a beat, I replied: "I feel like a fraud half the time."
Ironic, right?
Even with 20 years of experience as a publicist and speaker, my imposter syndrome still whispered that I wasn’t good enough, that I didn’t know enough, that I could have done better.
And I know I’m not alone.
A study by KPMG found that 75% of women in leadership positions have experienced imposter syndrome. No matter how accomplished, ambitious, or skilled we are, self-doubt still creeps in.
I realized that the stories we tell ourselves directly impact how we experience entrepreneurship. The voice in our heads shapes our confidence, our decisions, and our ability to keep going even when things get tough.
So I created two journalling frameworks and a series of prompts to help me shift my mindset—to actually feel as confident as I appeared on the outside.
And it worked.
Daily journalling helped me see my progress, recognize my wins, and build momentum with positive self-talk.
Now, I want to share this tool with other female founders.
Because when you strengthen your self-belief from the inside out, it doesn’t just change how you feel—it changes how you show up in your business and for yourself.
Whether imposter syndrome is a daily struggle, something that creeps in during big moments, or just an occasional whisper in the back of your mind—the Female Founders Journal will help you shift your mindset, celebrate your progress, and keep moving forward without second-guessing yourself every step of the way.
Therapist-approved prompts
More than 180 unique guided journalling prompts to help you push past imposter syndrome & step into your full potential
Celebration
Success is about more than hitting milestones, it’s celebrating your growth along the way
Created by a female founder
Designed for founders at any stage, merging mindfulness and entrepreneurship
