From the origin story of their businesses to the ways they allowed themselves to grow as entrepreneurs, our Female Founders series gives a view into the lives of successful women from a variety of industries. Join us for today’s feature, Janet Diaz, offering a behind the scenes look at some of what she has done to succeed so far, advice for those starting off, and plans for the future.
What’s your business and how did you get started?
I’ve spent 25 years as a leader in the IT industry, but last year I felt called to shift my energy toward purpose and service. Throughout my career, intentional travel became one of my greatest tools for self-care. Taking time to step away, reconnect with myself, and regulate my nervous system helped me tap back into my inner wisdom.
Experiencing intentional travel has been so transformative that my sister, Ivette, and I co-founded Soulcraft Journeys, a company dedicated to helping others experience the same healing power of mindful, purposeful travel. Our mission is to create journeys that support self‑discovery, restoration, and deeper connection, allowing people to return to their lives more grounded, aligned, and inspired.
What is one thing you’re really proud of that you’ve created or accomplished?
One accomplishment I’m proud of is learning to lead from my soul rather than from expectation. I’ve shifted from operating in high-pressure corporate environments to living and working in alignment with my values, intuition, and purpose. That inner shift has been life-changing.
What is the boldest thing you’ve ever done in business?
The boldest thing I’ve done in business was walking away from a successful 25‑year career in the IT industry to pursue a path rooted in purpose. In a world that glorifies constant productivity, choosing to build a company centered on well‑being, nervous system regulation, and intentional self‑care was both unconventional and deeply courageous.
I’d also say that sharing my story has been a bold act in itself. It takes real vulnerability to open up about your journey, create offerings inspired by your lived experience, and invite others into that space. But that honesty has allowed Soulcraft Journeys to become a business with heart, one grounded in authenticity, service, and meaningful impact
What’s one thing you’re currently excited about for the future of your business?
One thing that truly excites me about the future of my business is watching it evolve alongside my own growth. Soulcraft Journeys isn’t just something I built; it’s something I’m becoming. Every time someone tells me a retreat helped them reconnect with themselves, or that they finally felt seen and supported, it reminds me why I took this leap. Knowing that I get to keep creating spaces where people can slow down, breathe, heal, and remember who they are fills me with a deep sense of purpose. The thought that this work will continue to ripple out and touch more lives just lights me up.
What’s your best business advice you would give to other women?
The best business advice I can give other women founders is to trust the truth of who you are. Your intuition, your lived experiences, and your inner knowing are not liabilities; they’re your greatest strategic advantages. Build from that place.
Don’t be afraid to take up space, to rest, to pivot, or to lead in ways that don’t mirror traditional business culture. Your well‑being is part of your business model, not something you fit in around it. When you honor your energy, your values, and your voice, you create a business that feels aligned, sustainable, and deeply impactful.
And above all, allow yourself to do it your way. The world needs more women who are brave enough to build businesses rooted in authenticity, purpose, and heart
What’s your favorite thing about being a business owner?
My favorite thing about being a business owner is the freedom to build something that’s fully aligned with my purpose. After years in the corporate world, it feels incredible to create experiences that truly support people’s well‑being and help them reconnect with themselves. Knowing our journeys can shift someone’s life, even in small ways, is deeply fulfilling.
