Women Who Defy Expectations: The Inspirational Stories of Successful Entrepreneurs in Spokane

The decision to defy expectations and leave my job as an attorney in September of 2015 is perhaps the most pivotal one I’ve made to date. It was the first time I did the unexpected and chose to forge my own path. Since then, I’ve been enthralled with and absolutely drawn to women who are audacious enough to flip the script in a similar way, so I couldn’t resist sitting down with three local women who have taken a chance on themselves and are building successful businesses here in Spokane.

I was honored to sit down with Aly Korchemniy, Rachel French, and Jessica Yefremov to pick their brains, learn what drew them to the life of entrepreneurship, and share their wisdom with you all. I’ve described my time with each of these powerhouses below. They are listed alphabetically. 

Aly Korchemniy, Owner, Anfisa

For Aly Korchemniy, building a skincare brand was never about adding more, it was about refining what already exists. It’s her unique vision with a crystal clear lens for quality and luxury that has brought her the success of an ever-growing brand with global recognition. If you haven’t heard about ANFISA Skin yet, we are delighted to introduce you.

Aly stands out in an industry saturated with 12-step routines, endless product launches, and overwhelming choices because of the simplicity of her mission – to help women nourish and enhance the skin they’re in. ANFISA Skin stands apart with a clear philosophy: less, but better. It’s bringing them renown with features in Cosmopolitan, Vogue, Oprah Daily, Allure, and countless other heavy-hitting publications. With all of that attention, you’d think it would have impacted her approachability, but she is as gracious and genuine as they come. She started her brand in a small office on the same floor at the Washington Cracker Building as our very own Founder, Erin Peterson.

The entire Trending Northwest staff is obsessed with every single one of her products, and the energy that she brings to the beauty space. When I timidly reached out to have the opportunity to interview this powerhouse, she personally reached out on her Instagram and when we connected, gifted a suite of her freshly launched lip gloss to our entire team. The newsroom was spinning with excitement and appreciation, but most notably, she treated me with such kindness that it made me tear up in my car on the way home. She’s a founder you love to root for.

It was not always the buzzy brand it has become today. The early days of ANFISA Skin were anything but glamorous. There was no neatly packaged version of entrepreneurship, and Aly Korchemniy built every path to the top of the industry brick by brick. She was doing all of it, formulating, packing orders, answering customer emails, moving from one role to the next without pause. The days were long, but the nights even longer, and the work was constant in a way that only early-stage business building can be. It was all-consuming, but it was real. And it was hers.

That season shaped something more important than the business itself. It changed her. What begins as excitement has a way of being tested, refined, and rebuilt into something steadier. “You start out excited and naive,” she says. “But you grow into someone more resilient, more capable.” It is a shift that does not happen all at once, but over time, in the repetition of showing up, in the quiet decision to keep going.

Challenges, in her view, are not interruptions. They are part of the process. “Every problem is just something you’re figuring out.” It is a simple reframe, but one that changes everything. She drew inspiration from women who have done the same, founders like Emma Grede, Lindsay Carter, and Melissa Berg, who built something meaningful from the ground up. Success is not something handed out, and she knew she had to find her own way by amalgamating something new, but not without the wisdom of women who came before her. Her perspective is both direct and grounding. She views pressure as a privilege, and that too much comfort is where growth stalls. She also warns that the way you speak to yourself matters more than most people realize. She asserts, “Say, ‘I can figure this out,’” she says. “Because you can.”

Rachel French, Owner, Rachel French Photography

If you haven’t heard the name Rachel French, you will soon. This tiny dynamo oozes talent while maintaining humility and a desire to learn, and I cannot wait to tell my kids that I once talked shop with her over tea. Rachel is the kind of person who immediately puts one at ease with earnest, endearing chatter and a smile that is always on the verge of spilling out as she talks of her work.

When I sat down with Rachel, I found myself feeling like I was chatting with an old friend. Her authenticity and excitement made me feel excited about her work and the future of our community.

Before I dive into Rachel’s take on business, entrepreneurship, and photography, let’s talk a bit about her background. Rachel is originally from Portland, Oregon, and moved to the area to study Public Relations and Marketing at Gonzaga University. It was during her sophomore year that she started her pursuit of photography as a hobby. She explained that “I have always been into the arts. I painted and drew, so this was an extension of this. I was drawn to styled shoots.”

Rachel began shooting family and friends and then collaborated with other photographers and coordinated larger shoots. By the time she graduated and began full-time work at an advertising agency, she had several paying clients and continued to pursue her passion during nights and weekends. When she was laid off from her agency in November of 2022, it was just the push she needed. She said, “it kind of forced me to reevaluate what I wanted to do.” Because of her diligence as a weekend warrior, she already had consistent clients, and more importantly, she stated, “I knew I’d regret it if I didn’t try it.” 

Below is my interview with Rachel. 

What scared you most about the idea of working for yourself?

I knew if I worked hard enough I could get clients and make money, but for me, it was the logistics of business management that were scariest for me–the licensing, taxes, reporting, recording, and budgeting. I am a creative person, not a business/logistics person. I’ve had to learn a lot. I owe credit to my fiance for his help and support. He is in finance. 

I was overwhelmed by all of the little steps, but I had to remind myself that I just had to take it one step at a time.

What excited you most?

I think one of the most exciting things was getting to have the time to actually focus and invest in my craft. Before, it was a side gig on the weekends, so I couldn’t invest too much in it. Now, I have time to update my website and branding, and to reach out and find more businesses.

I was also excited by the reality that I could set my schedule and balance and take on as much or as little work as I wanted. I didn’t have a boss/manager deciding things. As long as I booked a certain amount of shoots/month and could get editing done, I could be really flexible for my fiance and my family. I will be a stepmom soon. 

What has been most surprising?

Something that I wasn’t as prepared for was the amount of money I would have to invest into the business. (sales tax, tracking business expenses). If I didn’t have savings, I would have been screwed. Now I know that I should have an accountant. 

What has been most rewarding?

Seeing how the photos improve the business of my clients, and seeing my photos on a website or packaging. I love really refining their businesses and helping them reach their full potential. Seeing businesses elevate from an amateur is so rewarding.

What has been most challenging?

One big thing that took a lot of trial and error was creating my contracts for clients and clearly communicating my pricing.

It’s hard because you want to be accessible, but ultimately you want your work to be valued. If a business doesn’t see the value in my work, then I need to accept that maybe that’s not the client for me. Before, I would have just charged less. I understand that a lot of small businesses have a small advertising/marketing budget. 

What is your goal for the next year of your business?

To see my work in Spokane in a big marketing campaign. It has happened when I was with an agency, but now I want to do that on my own. 

What is your goal for the next five years of your business?

My overarching goal is to be hired and be shooting with clients that are high-budget. Whether that is people in different cities, being hired on through an agency for their clients, etc. I’m trying to get to the point where I’m booking fewer shoots that make more money. 

What advice do you have for folks who are thinking about taking the plunge?

First off, my biggest piece of advice is to make sure you at least have a business bank account. Get your ducks in a row by researching how your business is supposed to report taxes, etc. My second piece of advice is: don’t be overwhelmed by the details. In reality, they aren’t as bad as you expect. When I actually did those things, it wasn’t as hard as I thought it would be. It was really my own mental block. You don’t need to have a degree in business or be super savvy to do it. 

Do you love what you do?

Yes [I must note here that she said this confidently without pausing]. There is definitely a lot of burnout in creative fields. There are definitely shoots and jobs I’m not passionate about, but overall, I’m passionate about photography. The shoots I am passionate about make up for the ones I am not. I had to accept that I won’t be excited about every single shoot, but I still love it, and it’s still always exciting to get a new client and come up with a concept. 

What is your morning routine?

I’m a morning person. My routine is not cool or aesthetic. I wake up around 6 am and Aaron [her fiance] and I work out together. I try to work out every day during the week, because it helps give me energy. Then, I come home and have breakfast. It is important for me to not skip meals. My schedule is always different. If I’m editing, I shower, do my facial self-care and sit down and work on editing. I try to switch off every hour or so from editing to doing something around the house that’s valuable. I’ll edit for an hour, do the dishes, then edit, then run an errand. 

Learn more about Rachel French and contact her here.

It’s clear this woman is far too focused on her craft and building her business to realize that in 6 short months, she’s taken Spokane by storm and already become a big deal ALL ON HER OWN. 

Jessica Yefremov, Owner, Simple Wildflower

Upon even short interactions with Jessica Yefremov, her strength, confidence, and drive are undeniable. An intangible quality about her suggests she’s overcome adversity and is ready to do it again. Every time I enter Simple Wildflower, her clothing boutique and the headquarters for her permanent jewelry business, I feel that I’ve been transported to a trendy spot in New York City.

Jessica elevates any room she enters, and her business has already elevated the Spokane fashion scene. She has the unique ability to strike a balance between the timeless and the cutting-edge. This is evidenced by her trendy yet demure space, and her collection that always contains both staple pieces and statement pieces, and the fact that she was the first to bring permanent jewelry to the area. It’s wild to think that this was merely a side hustle for a busy mom and full-time phlebotomist a few short months ago. 

Before we dive into my interview with Jessica and soak up her wisdom, let’s put her into context with a little background info.

Jessica was born in Kyrgyzstan and lived there until her family moved to Bellingham, Washington when she was ten years old. She spoke only Russian until the move, so she recounts that “it was definitely an adjustment to go to school every day and not know what my teachers were saying, but through all the challenges in less than one year, I was fluent in speaking English and started to translate for my family when needed.” I was not surprised; this explains her aforementioned strength, confidence, and drive. 

Jessica explained that “I always worked for the things I wanted. I got my very first job when I was 15 years old and was able to save up to buy my first dream car.” She later trained in cosmetology and did hair for a couple of years. Always looking for a new challenge, she later set her sights on the medical field and became first a medical assistant and then a phlebotomist. Jessica speaks fondly of her time in this position: “I worked as a phlebotomist for a very long time, and it was truly my most favorite position.” Both of these positions gave her the steady hands necessary for quality permanent jewelry.

Below is my interview with Jessica. Enjoy!

What led you to the world of fashion and retail? 

I’ve always loved fashion and always wanted to do something for myself to have more financial freedom. Honestly, during the pandemic, I had way too much free time, and I ended up on the small business side of TikTok. I enjoyed watching small businesses grow and started trying out different ideas. There were lots of trials and failures. but that did not stop me. I had a great support system at home who believed in me and helped me to push forward.

How did you decide to start your own business? 

At first, the plan was to just print and sell t-shirts online. But little did I know how my plan was going to have an unimaginable plot twist of my life. I launched my online website in October 2021. Shortly after, a friend of mine sent me a video of a cute space in Downtown Spokane and said ‘I can see you in this space.’ I instantly fell in love with the beautiful store front and brick wall inside. The next day, I called the agent and met with her during my 30 minute lunch break. The whole drive to the meeting I prayed and said ‘God, if you think this is for me, this meeting will go smoothly and there will be no complications.’ As soon as we met with the leasing agent, I knew the space was mine. I signed a contract the very next day! It was definitely scary but exciting at the same time.

What scared you most about the idea of working for yourself? 

Not being able to support my children and failing.

What excited you most? 

The process of remodeling and anticipating the opening of my shop. When I decided to add permanent jewelry service to my boutique, I checked Instagram and Google daily to see if anyone had the same idea as me. I created hashtags #permanentjewelryspokane, #permanentjewelrycda, #spokanepermanentjewelry on instagram and was so excited to introduce this trend to our surrounding areas.

What has been most surprising? 

Some people not being as happy or supportive of my hard work as I expected.

What has been most rewarding? 

Support from our community. I enjoy meeting new people and building new relationships.

What has been most challenging? 

To tell myself that it’s okay to take some time off.

What advice do you have for folks who are thinking about taking the plunge and starting their own businesses? 

It’s definitely a rollercoaster but such an exciting and rewarding experience.

What is a goal you have for the next year of your business? To expand.

Do you love what you do? 

Most definitely! It’s a passion. It’s a fulfilling experience that brings a sense of purpose and satisfaction to my life.

What is your morning routine?

I take my children to school, workout with my trainer, get a healthy meal in and get on my laptop and get work done. I do love to squeeze in morning coffee dates when possible.

Learn more about Simple Wildflower and follow on Instagram here.

Empowering Success: Three Local Women Redefining Entrepreneurship

I hope these insights from three local entrepreneurs inspire you as much as they inspired me. Whether you’re meant to build your own business or not, I hope their stories hype you and give you the tools you need to live with audacity, pursue your passions, and flip the script when necessary!

xoxo Your Favorite Late Bloomer