As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Teresa Fuller.
Teresa Fuller is the founder of TeresaFuller.AI, a modern consulting studio operating at the intersection of beauty, wellness, and lifestyle. With a focus on helping future-forward founders and lean teams scale smart, Teresa blends sharp strategy with AI innovation to help brands punch above their weight.
Her studio specializes in crafting go-to-market and wholesale strategies that land in top-tier retailers like Revolve and Moda Operandi, architecting authentic partnerships, and integrating AI into everything from brand storytelling to investor and retail pitch decks.
Fluent in English, Portuguese, Spanish, and French, Teresa brings a global lens and cultural fluency to every engagement. Her client roster includes bold category-defining brands such as Kucht Appliances, Brown Bee, Play Henry, Bask Suncare, Luxene Beauty, and HonorMD.
In this interview, she dives into the challenges, wins, and wisdom she’s gained from over a decade of transforming online businesses.
What inspired you to become an entrepreneur, and what sparked the idea for your current business venture?
I started my career selling capital planning software to some of the largest utilities in the world. It was intense, high-stakes, and taught me how to communicate value clearly and close deals with confidence. But deep down, I missed beauty. I missed the brand. I missed the emotional side of business that connects through storytelling, not spreadsheets.
After earning my MBA from the Darden School of Business, I found my way back to what lights me up. Consumer goods. Luxury. Creativity. Building trust through product and experience. TeresaFuller.ai is the intersection of all of that. It is where strategy meets soul, and where I get to help visionary founders turn brand chaos into clarity.
What problem does your business solve, and how is it uniquely positioned in the market?
Most early-stage and growing brands hit a point where things stop scaling. They are doing too much without clear priorities. Messaging feels disjointed. Channels are reactive. And internally, the team feels stuck. I solved that.
TeresaFuller.ai is a consulting practice that brings structure, voice, and smart execution to brands ready to grow with intention. I combine an enterprise sales background with deep consumer brand instincts. That combination is rare, and it works.
What challenges did you face when starting your business, and how did you overcome them?
The biggest challenge was shifting my mindset from operator to owner. I had always been the behind-the-scenes person driving growth for someone else. Becoming the face of my own business took a new level of courage.
I overcame it by showing up before I felt ready. I trusted my track record, relied on my Darden training, and reminded myself that confidence is built in motion.
How do you stay motivated during uncertain times in your business journey?
I stay close to my purpose. I am building something that aligns with my values, my lifestyle, and my strengths. That alignment creates energy, even in hard seasons.
When things feel messy, I find that preparation is the only antidote. I am a heavy user of Trello, Notion, or any project management tool to stay on task. To get back to the big picture, I go for a walk or take to pen and paper and step away from the screens.
What daily habits or routines support your success?
I structure my days with intention. Mornings are protected for creative work and space to think. I eat protein with every meal and drink water like it’s a job. I also make time for movement, laughter, and being present with my kids. That balance keeps me sharp and grounded.
What has been most effective in growing your client base?
Word of mouth. Relationships. Results.
I work with high-integrity brands and overdeliver. When the work speaks for itself, the next client finds you. I also break up with clients when I’m no longer delivering value and have no ego about parting ways when it’s no longer a fit. This means I’m either delivering exceptional value or we can table the relationship and pick back up when I’m better able to support your priorities.
How do you define success both personally and professionally?
Personally, success is presence. Can I pick up my kids from school and enjoy the life I have built? Professionally, success is progress. Am I building something meaningful, delivering results, and learning along the way?
When both are true, I feel fulfilled.
What marketing strategy has had the greatest impact on your business?
Being clear and consistent in how I show up matters. I know my voice, and I use it across every platform. I speak directly, write how I talk, and avoid hiding behind corporate jargon. That authenticity builds connection—and connection drives growth.
Can you share a mistake that taught you an important lesson?
I said yes to too many projects simply because I could sell. I’m great at sales, but it’s not where I feel most fulfilled. Over time, I realized that just because I can close doesn’t mean I should. Now, I’m more intentional. I partner with fewer clients, go deeper, and focus on brand strategy where I create more value and enjoy the work. Supporting the sales motion across a portfolio no longer makes sense—strategic brand work is a better fit for my clients, and it’s where I thrive.
Saying no is no longer hard. It’s how I protect the quality of my work and the integrity of the relationship.
What advice would you give to a new entrepreneur?
Start now. You do not need permission. You need a plan, a point of view, and the willingness to evolve. Clarity comes from doing. Build a network that lifts you up. Trust yourself.
And when you feel stuck, remember your future self is already proud of you for beginning.
How do you balance creativity and risk when making decisions?
I test things quickly and listen closely. I trust my instincts, but I always back them with data or feedback. Luckily, supporting tons of brands gives me access to a wide range of data across categories and industries. This helps make decisions for up-and-coming brands that lack data still but want to make informed choices.
Creativity and discipline are not opposites. They are partners. When they work together, the results are powerful.
What is your leadership style, and how do you foster strong working relationships?
My leadership style is rooted in clarity, care, and decisive action. I trust my team to do their best work and avoid micromanagement, fostering a culture of mutual transparency and respect.
When there is mutual respect, communication flows, and the work gets better.
What helps you stay confident and grounded in business?
My Darden education equipped me to tackle complex problems and lead with composure. My early enterprise career taught me resilience and negotiation, while my work in beauty and wellness reminds me that emotion drives everything.
Confidence comes from doing the work, reflecting often, and surrounding myself with people who challenge and support me.
If you could lead a global movement, what would it be?
I would change how we define ambition, especially for women. Ambition can look like starting a company or choosing to slow down. It can mean wanting freedom or wanting more. It is all valid.
I want to give women permission to design success in a way that honors their lives, not just their LinkedIn profiles. I also want everyone to have permission to change their minds whenever they want to, whatever they want. You only live once!
What quote or philosophy do you live by as a leader?
Clarity is kindness. Whether in strategy, communication, or boundaries, I believe clear is better than clever. It builds trust and moves things forward.
