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, Nicole Leon, 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’m the founder of L. Leon Virtual Assistance, a boutique virtual support business that provides emotionally intelligent administrative and executive assistance for founders, executives, and growing teams.
I started the business after working in environments where emotional intelligence and relational leadership were often dismissed as weaknesses. I was told more than once that I was “too emotional” and “too relational” to get ahead. Over time, I realized that the very qualities being criticized were actually strengths when it came to supporting leaders, managing communication, and building trust within a business.
That realization led me to build something of my own. I wanted to create a company where empathy, awareness, and strong interpersonal skills were not only valued, but seen as essential to good leadership and effective business support. Today, LLVA partners with founders and executives who are scaling their businesses and need a proactive right hand who understands both the operational and human side of running a company.
What is one thing you’re really proud of that you’ve created or accomplished?
What I’m most proud of is building a business that has grown almost entirely through referrals and word of mouth. From the very beginning, my focus was on doing excellent work, building real relationships with my clients, and showing up with integrity. Because of that, my business has grown organically through people recommending me and continuing to trust me with their businesses.
I’m proud that I’ve been able to build something that is not only profitable but sustainable. Consistently serving my clients well and seeing those relationships turn into long-term partnerships has been one of the most rewarding parts of my journey.
As a Latina founder, a mother, and someone who started from a very humble background, building a business this way means a lot to me. It’s a reminder that grit, trust, and strong relationships can take you further than people often expect.
What is the boldest thing you’ve ever done in business?
The boldest thing I’ve done in business is starting and growing my company scrappily. I didn’t have a formal roadmap, fancy systems, or a perfectly built-out brand in the beginning. What I did have was grit, determination, and a deep commitment to figuring things out as I went.
When I started, a lot of people told me I needed everything in place before I could really grow: a polished website, full branding, complex systems, and every tool imaginable. Those things absolutely have value, but I proved to myself that relationships, reliability, and showing up consistently could build a business long before everything looked perfect.
I built my company through trust, word of mouth, and doing great work for the people who trusted me early on. That scrappy beginning shaped how I run my business today and reminded me that sometimes starting imperfectly is the most powerful move you can make.
What’s one thing you’re currently excited about for the future of your business?
I’m really excited to continue growing and refining the business as it evolves. Over the next phase, I’ll be focusing on strengthening systems and beginning to bring on additional support so the company can grow in a thoughtful and sustainable way.
For a long time, I’ve been very hands-on in every part of the business, so stepping into more of a leadership role and building the infrastructure for future growth is something I’m looking forward to. It’s exciting to think about how the company can continue to expand while maintaining the high level of care and service my clients expect.
I’m also beginning to think more long-term about the life cycle of the business and what an eventual exit strategy could look like. Building something that is not only successful today but structured well for the future is a milestone I’m excited to work toward.
What’s your best business advice you would give to other women?
My best advice is simple: start scrappy and refine later.
So many women feel like they need everything perfectly built before they begin a business: the website, the branding, the systems, the strategy. While those things absolutely matter over time, they don’t need to exist on day one.
Some of the most valuable things you can build early in business are relationships, trust, and a reputation for doing great work. You can refine systems, branding, and structure as you grow. The most important thing is simply starting and staying committed to the process.
What’s your favorite thing about being a business owner?
My favorite thing about being a business owner is having the freedom to shape my business in a way that truly reflects my values. I’ve been able to build a company where the way we serve clients feels aligned for both sides, where the work is collaborative, thoughtful, and rooted in trust.
I also deeply value having ownership of my time. Entrepreneurship allows me to design a life where I can show up fully for my clients while still being present for my family and the things that matter most to me. That level of autonomy is something I never take for granted.
