Building an Authentic, Holistic, Women-Owned Business

Explore how authenticity, holistic values, and women-owned leadership come together to cultivate a business that feels as purposeful as it is powerful.

Written by: Cristina Luibil, MS, RD, LDN

When I launched my private practice, I knew it had to feel right from the inside out. I wasn’t interested in creating something I’d need to overhaul a few years down the road; I wanted to build a foundation that felt authentic, intentional, and aligned with my values as a holistic wellness provider and a small women-owned business.

Let’s be honest: DIY has never been my strong suit (and that’s okay!). I knew early on that branding and web design were areas I wanted to invest in, not just visually, but energetically. I wanted to work with people who understood my vision and could help me bring it to life with care and creativity.

That’s when I discovered Lisa Gorham of Lisa Gorham Creative. A local women-owned business herself, Lisa had created the brand identity for my favorite succulent shop, BUDS Plant Boutique. The moment I saw her work, I knew I had found the perfect creative partner to help build the heart and soul of what would become Aterra Nutrition.

A creative collaboration grounded in values

Lisa took the jumbled thoughts in my head and transformed them into a meaningful brand identity and beautiful website that truly reflects the essence of my holistic virtual nutrition practice. From a custom color palette inspired by earth, ocean, and sky, to the integration of rosemary, my favorite herb, into the logo, every detail felt thoughtful and symbolic.

It was important to me that my brand felt authentic, grounded, and approachable. And somehow, Lisa managed to make "Down to Earth Nutrition" visually symmetrical (a tiny, satisfying design miracle!).

She didn’t just deliver a look; she understood the soul of my business.

Working with Lisa on both the branding and website design was seamless. I focused on the written content (with the help of Copy by Steph), and Lisa brought the visual and technical magic. The result was a website that felt warm, intuitive, and rooted in everything I wanted my practice to represent.

Showing up as my most authentic self

With a cohesive brand and website in place, I knew I needed professional headshots that would reflect the same energy: grounded, vibrant, and real.

Enter Jessica Neumann of Jessica Neumann Photography, another talented creative and co-owner of BUDS. I’d gotten to know Jessica and her business partner, Lindsay, through local farmers' markets (and their help as I began my new plant mom journey!). I was thrilled when she agreed to take my branding photos.

My only request was to keep the vibe natural and outdoorsy, with a balance of warmth and professionalism. Jessica introduced me to a dreamy wildflower patch in New Market and captured photos near Fit2Shine Studio, where I practice yoga, two locations that felt personal and deeply connected to my journey.

The result? Photos that radiate exactly what I hoped to convey: a fun, caring, trustworthy, and down-to-earth dietitian.

Why does small and local matter

This entire experience reinforced something I’ve long believed in: the transformative power of supporting women-owned, local, and creative businesses. Each person I worked with saw my vision and reflected it with care and expertise.

Aterra Nutrition wouldn’t be what it is today without Lisa or Jessica. Their artistry, intuition, and collaborative spirit helped shape the story I’m so proud to tell, and the community I’m honored to serve.

Want to hear more behind-the-scenes reflections on building a small, holistic brand? I’d love to share tips on collaborating intentionally and finding your visual voice. Just say the word.

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Disclaimer: While I am a registered dietitian, the information shared in this blog is for general educational and informational purposes only and may not be tailored to your specific health needs. This content is not intended to replace personalized medical advice, nutrition counseling, or medical nutrition therapy. Any recipes or suggestions provided are meant to inspire and should be used at your discretion. Always consult with your own registered dietitian, physician, or healthcare provider before making changes to your nutrition, lifestyle, or treatment plan. If you choose, Aterra Nutrition would be happy to help you in your own, individual nutrition and intuitive eating journey.