Graffiti, Grief, and Growth: The Truth Behind a Business That Transforms Lives, with Amy Peterson

What happens when a corporate sports attorney walks away from her dream job to start a jewelry company that employs women transitioning out of shelter living? Amy Peterson found out when she co-founded Rebel Nell in Detroit in 2013.In this episode, Amy shares the raw truth about building a social enterprise: the 2016 crisis that nearly bankrupted her business, the moment her team rallied to keep the doors open, and why she ultimately spun off supportive services into a separate nonprofit to protect sustainability.She breaks down the "80% rule" that transformed her revenue, explains why every social entrepreneur is an empath (and why that's both gift and liability), and reveals what 13 years of failures and wins have taught her about scaling with soul.If you've ever wondered whether you can run a mission-driven business without sacrificing profitability, this conversation will give you the frameworks and the fire you need.Key Topics Social enterprise sustainability and the L3C business structureBalancing supportive services with business profitabilityDelegation frameworks for mission-driven foundersCorporate gifting and experiential retail as revenue streamsCommunity-driven venture developmentCHAPTERS:00:00 - Amy Peterson’s journey from baseball management to social enterprise03:33 - How Amy’s community in Detroit inspired her to start Rebel Nell08:45 - Creating a supportive environment for women and community through philanthropy10:52 - Integrating profit with purpose: Busting common myths in social enterprise16:42 - How Rebel Nell rebounded after a tough year and team resilience19:12 - Leadership vulnerability and protecting mental health as a founder23:48 - From graffiti jewelry to impactful storytelling through product design28:01 - Community roots as the foundation for expanding ventures in Detroit33:18 - Delegating and building a team to expand impact across multiple ventures44:32 - The importance of intentional dollars — supply chain and community investments45:47 - Building walkable retail and supporting local economies in Detroit and beyondABOUT AMY:Amy Peterson is the Co-Founder and CEO of Rebel Nell, a women-owned social enterprise that employs women with barriers to employment, helping them transition to independence through work, education, and community support.Before launching Rebel Nell, Amy served as Associate Counsel for the Detroit Tigers and later as Vice President of Special Projects and General Counsel for the Ross Initiative in Sports for Equality (RISE). Living next to a Detroit shelter inspired her to create a company that empowers women with limited opportunities to build self-sufficient lives.Amy also co-founded Teach. Empower. Achieve. (T.E.A.), a nonprofit focused on workforce development, and The Congregation, a café and community space in a restored church. She holds a B.A. from Kenyon College, a J.D. from New England School of Law, and an M.B.A. from Suffolk University. In 2016, she was named Ernst & Young’s Entrepreneur of the Year for Michigan and Northwest Ohio.RESOURCES MENTIONED:Rebel Nell: www.rebelnell.comT.E.A. Nonprofit: www.teachempowerachieve.orgThe Congregation: www.thecongregationdetroit.comREDF (California organization): http://www.redf.org/Book mentioned by Rachel: Small Giants: Companies That Choose to Be Great Instead of Big - Book by Bo BurlinghamTeaser Imagery: How Rebel Nell Jewelry Empowers Women Through Art: https://www.youtube.com/watch?v=OS31fLFBwQEFOLLOW THE GUEST, AMY PETERSON: Tiktok: https://www.tiktok.com/@rebelnelldetroit Linkedin: https://www.linkedin.com/company/rebel-nell Facebook: https://www.facebook.com/rebelnelldetroit Instagram: https://www.instagram.com/rebelnell/Follow the Host, Rachel Bernier-Green:LinkedIn: https://www.linkedin.com/in/rachelberniergreen/Website: www.instagram.com/jointhryvo/Instagram: www.instagram.com/jointhryvo/LinkedIn (Company): www.linkedin.com/company/jointhryvo/Twitter/X: x.com/jointhryvoFacebook: www.facebook.com/jointhryvoTiktok: www.tiktok.com/@jointhryvoListening Links:Spotify: https://open.spotify.com/show/0kmrlBqo4QHftlfmqo2Q32Apple: https://podcasts.apple.com/us/podcast/the-purpose-profit-shift/id1829627732Youtube: https://www.youtube.com/@PurposeProfitShift