In this episode.

I sit down with creative entrepreneur and retail shop owner Kelly Geiman to explore what it really takes to open a brick-and-mortar biz in the age of algorithms. From a fashion career in New York to founding Union in Venice, California, Kelly’s story is full of heart, hustle, and human moments. We talk about community, creativity, trusting your gut—and what happens when you build a business that feels like art.

We talk about:

The transition from fashion to entrepreneurship
How to run a retail shop without losing your mind (or your soul)
Why community is everything—especially during hard seasons
The behind-the-scenes of owning a physical space
How to use social media without letting it run your life
The power of storytelling through curation
And what it really means to lead with authenticity

Plus, I share more about HUMAN: The Personal Brand Accelerator—starting May 1st. If you’re tired of the algorithm hamster wheel and ready to build a business rooted in you, this is for you. (Details inside the episode!)

Ways to plug in
🌈 HUMAN starts May 1st — This is the program to build a personal brand that magnetizes clients without chasing trends. DM me “HUMAN” on Instagram to join for $347 before the price goes up.

🛝 Recess is the best place on the internet. Try it out for 3 months for just $165.

☎️ Follow Diana on Instagram here.

Key Episode Takeaways
✅ Owning a shop is about more than sales—it’s about story
✅ Community can carry you through the toughest seasons
✅ Your business should reflect who you are, not just what you do
✅ Social media doesn’t need to feel performative
✅ Intuition is a strategy (and a damn good one)
✅ Creative curation can build connection and loyalty
✅ There’s no one-size-fits-all path to success
✅ You get to design a business that feels like home

Episode Chapters
00:00 – Meet Kelly & the story behind Union
07:41 – Community support through hard times
10:43 – From fashion industry to entrepreneurship
16:42 – The real side of owning a retail shop
23:59 – Manifesting the perfect retail space
29:38 – Making intuitive business decisions
35:47 – The power of gut instincts
36:51 – Creating a space that tells a story
45:01 – Navigating retail logistics + overhead
51:00 – Using social media with authenticity
54:53 – Lightning round: Inspirations, dreams, and what's next