As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Jade Arana.
Jade Arana is a product builder and home cook with over a decade of experience in mobile app development, growth, and product strategy. With more than 12 years in the tech industry—and the last 8 deeply focused on mobile—she has led and contributed to numerous projects across various business domains, shaping her into a versatile and impact-driven leader.
Jade’s background spans startups and scale-ups, where she’s thrived in fast-paced, cross-functional environments. Her experience includes everything from product development and management to user activation, retention, and monetization, and subscription-based models. With a strong data-driven mindset and hands-on involvement across departments, Jade has played a key role in driving business success and sustainable growth.
What inspired you to become an entrepreneur, and what sparked the idea for your current business venture?
I’ve always wanted to build something of my own. Throughout my 13-year tech career, I’ve been constantly learning, experimenting, and brainstorming new ideas. Entrepreneurship felt like the natural next step. I even tried launching another app on my own before Swirl, but without a partner, it was tough to bring it to life. What changed with Swirl was having the right person beside me, Emil. We came up with the idea together, we have complementary skills, and we’re both genuinely passionate about wine, technology, and making wine discovery more personal and fun. That shared drive is what sparked Swirl and keeps us going.
What problem does your business solve, and how is it uniquely positioned in the market?
Swirl helps people feel confident about choosing wine. Most of us have been overwhelmed by too many options, whether in a store or at a restaurant, and end up picking something random or familiar, not necessarily something we’ll love.
Swirl is uniquely positioned because we focus on personal taste. Using advanced flavour profiling and a user-friendly app, we help people discover wines that match their preferences, track what they’ve tried, and learn as they go. It’s not about generic ratings from someone else’s taste, it’s about finding what you enjoy.
What were the biggest challenges you faced when starting your business, and how did you overcome them?
One of the hardest parts was getting people excited to help when we had nothing to show yet, it can feel pretty lonely in the beginning. Staying focused without quick results was also tough, but having a clear vision, a strong belief in the idea, and a great co-founder made all the difference.
How do you stay motivated during tough times or uncertain periods in your business journey?
Having a partner makes all the difference. When I’m feeling low or ready to give up, my partner steps in with energy and encouragement, and I do the same for him. We keep each other motivated and focused, even when things get tough.
What daily habits or routines contribute most to your productivity and success as a founder?
For me, structure and organization are everything. I’m not a morning person, so I’ve stopped fighting it. I start my day around 10, ease in with coffee and emails, and put on my workout clothes to set the tone, even if I train later. These small rituals keep me grounded while building Swirl, which can be intense. I believe routines are key.
What’s been the most effective way for you to acquire new customers and grow your client base?
Right now, Instagram has been our most effective channel. I started growing the account months before launch to build interest and a community around Swirl. We haven’t officially launched yet, but I’ve been testing SEO and small-scale paid marketing on the App Store to see what works, since our budget is limited. I’ve also been lucky to get support from other women in tech; having access to their knowledge has saved me time and helped me avoid mistakes they’ve already made. That kind of shared experience is invaluable.
How do you measure success—personally and professionally—in your business?
In tech, data is everything; we track every effort, run tests, and constantly try new approaches. But we also talk to users often and stay open to feedback. Professionally, success is seeing that what we’re building works. Personally, it’s knowing I’m learning, growing, staying true to the vision, and waking up every day knowing we are building something we love and not giving up.
What marketing or branding strategy has had the most impact on your business growth?
We haven’t officially launched yet, but Instagram has been our most impactful channel so far. We’ve had several viral videos with over 1 million views, and we’ve grown organically to over 5,000 followers in just three months on Instagram. A small group of wine-loving followers has been playing a big role in helping us shape the app into something they’d genuinely want to use.
Can you share a mistake that taught you an important lesson in entrepreneurship?
One big lesson I’ve learned is: don’t expect your friends and family to be your main supporters. A few will show up, but most won’t be as engaged as you hope and that’s okay. It’s better to treat any support from them as a bonus, not an expectation. If I had this mindset before, it would have saved me from a lot of disappointment and helped me focus on building for the people who truly connect with what we’re creating. Your power users will be your bigger supporters; find them.
What advice would you give to someone just starting as a first-time entrepreneur?
My advice is simple: find a partner who shares your passion and goals. It’s incredibly challenging to go it alone, even more in your first time, so sharing the journey, whether it’s sharing expenses, brainstorming ideas, or setting milestones, can make all the difference.
How do you balance innovation and risk while making business decisions?
In tech, almost everything can be backed by data. We start with an MVP, test quickly, and build on what works. Even if the overall data isn’t great, digging deeper can reveal valuable insights or a better direction. The key is to avoid putting all your eggs in one basket or shooting in the dark. Gut feeling and domain knowledge is important, but keep iterating, stay flexible, and don’t wait too long for results.
How do you build and maintain a strong team culture or work environment (if applicable)?
We’re a small, remote team, three co-founders, one frontend developer, and a few interns, so building culture takes intention, and it can be very challenging. We prioritise open communication, regular check-ins, and a lot of trust. Even from a distance, we make space to share wins, challenges, and ideas, and always remind ourselves why we’re building Swirl together.
What are the top 5 things you believe every entrepreneur needs to overcome self-doubt and build confidence?
- A strong “why”
You need a deep belief in your idea and why it matters. When you hit tough days (and you will), reconnecting with that purpose keeps you grounded. For us, our love for wine and tech gives us that reason.
- A solid partner
Having someone to share the journey with changes everything. When I’ve doubted myself, Emil has been there to lift me up and I do the same for him. That balance helps us keep moving forward when one of us hits a low.
- A bias for action
Confidence grows from doing. Even small wins, launching a feature, finishing a task, hearing positive feedback, build momentum. Hold on to the positive feedback but don’t ignore the negative. In the early days of Swirl, I celebrated every tiny milestone to stay motivated.
Actively seeking genuine feedback
You have to intentionally look for feedback and not take it personally. The goal isn’t to protect your ego, it’s to build something valuable for others. You’re not creating a company for yourself, you’re building for your users. Listening, adapting, and staying open is how real progress happens.
- Acceptance that not everyone will support you
This was a hard lesson. I assumed friends and family would rally behind me, but most people are busy with their own lives. I’ve learned to focus on the users who truly engage; that’s where the real validation comes from.
If you could lead or inspire a global movement to make an impact, what would it be and why?
If I could inspire a global movement, it would be to fight inequality and oppression in all forms. We can’t stay silent about what’s happening in places like Palestine, or ignore the rise of far-right movements, racism, and growing discrimination around the world. We live in a deeply connected, globalised society; there’s no room for ego, indifference, or individualism. Real change comes when we see each other’s struggles as our own and choose solidarity over silence.
What’s a quote, motto, or philosophy that you live by as a business leader?
A motto I live by is: We can do anything we want to, we just have to truly want it and be able to adapt. I believe there’s always a path forward with enough creativity and resilience. And when you keep the team motivated and involved in the vision, that energy multiplies. Suddenly, what felt impossible starts to feel doable.
How can our readers or listeners connect with you and follow your journey online?
You can follow our journey through the Swirl app, the new go-to wine discovery app for anyone who wants to find wines they truly enjoy. With truly personalised recommendations, expert tools, and a complete wine tracker, Swirl helps users build confidence in their wine choices. Whether you’re browsing at a store or ordering at a restaurant, Swirl ensures every sip is the right one.
Download and test the app. Send us your suggestions, feedback, or feature requests. We’re building this for you, and your input means everything. And follow us on Instagram to stay updated. Here is our website.
