why hyline, why now?
My first business was a birdhouse company called L&Z Ltd. I can still see the construction paper business cards with our home phone number. I was the designer (specializing in custom paint jobs like John Deere green and Desert Storm Camo), my brother was the builder, and together we thought we were running a real operation. In many ways, we were. Entrepreneurship has always been in my blood. I grew up with a self-employed electrician for a dad and a mom who started her own bakery business in our basement when I was in high school. I was surrounded by people who believed in building something with their hands, carving out their own way, and trusting themselves enough to bet on it.
Over the years, my ventures have shifted: selling photography in local shops, a string of odd jobs to pay the bills while in college, building and running a highly successful real estate team, consulting here and there. No matter the form, the pull was always the same: I love helping people bring their ideas to life. That’s the heart of hyLINE. Not a corporate consultancy, not a one-size-fits-all strategy firm, but a space where real conversations happen. A sounding board without the jargon. A partnership rooted in clarity, intention, and creative freedom.
The truth is, hyLINE almost came to life in 2024. I felt the spark but not the readiness. Something in me wasn’t settled yet. And then came Idaho and a 2,000 mile cross country move. Building a home here gave me more than four walls and a roof, it gave me perspective. It taught me that following your dreams doesn’t have to wait for “someday.” It showed me that life feels different when you find a place that fits, a pace that lets you breathe, and the courage to plant roots in the present instead of waiting for the future. That shift changed everything. After years of working behind the scenes and helping others build, it became clear: now it’s my turn.
hyLINE pushes back against the noise of business culture, the constant hustle, the copy-and-paste models, the pressure to do things the way they’ve always been done. You’re not a robot, and neither am I. I believe in businesses that reflect the people who run them. I believe in clarity first, because once you know who you are and what you want, intention and creativity naturally follow. And I believe that stories — yours, mine, ours — are what make the work meaningful.
This first letter is as much for me as it is for you. It’s a manifesto of sorts, written in the best sense of the word. If you’re here, I imagine you’re craving the same things I am: work that matters, a rhythm of life that feels sustainable, and the permission to step back and see things differently. Maybe you’re trying to turn a passion into something real. Maybe you’re trying to regain control so your business supports your life instead of swallowing it whole. Wherever you are, if hyLINE can give you one thing, I hope it’s perspective; the kind that lifts you out of the weeds long enough to remember why you started.
So here’s what you can expect: The hyLINE Letter, once a week. Not a list of quick tips or bullet points. Not another rush of information in an already crowded inbox. Think of it more like a pause. A small pocket of white space. A letter you can sit with over coffee and let your mind wander for a few minutes. Because life is hurried enough. My hope is that this space feels like the opposite of that.
I encourage you to take the hyLINE.
