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"I’m proud of all that I’ve accomplished and will accomplish."
Laila Orsi has a wide range of talents—event production dynamo, dance performer, talent recruiter, master of ceremonies—which she has brought cohesively to her local events & entertainment business, Paulistana Co. Read on to learn about her inspirations and journeys as a business owner, the origin of her brand's name, and more.
What inspired you to start your business, and what is your long-term vision for it?
I personally got tired of encountering closed doors so this pushed me to want to create my own doors. Long term, I want to create many more doors not just for myself but for others who may face the same challenges as I did.
What do you love about living and owning a business in Minnesota?
My connections. I tried moving to Texas and came running back. As much as I hate the cold, it was my network here in Minnesota that got me back on my feet when I needed and helped propel me forwards. People like Marcus and Brian!!
What is your proudest achievement so far as a business owner?
Honestly just that—being a business owner takes a lot of time, effort, and PERSEVERANCE.
What is one challenge you had to overcome, and how did you resolve it?
One main challenge I’ve faced is with my branding. I’m a gal who dips her toes into many crafts so naturally it’s been hard to marry all of them together into one cohesive brand. I've already rebranded and pivoted my services a couple times and I imagine I will do so again. I think that's part of business, though. I'd rather have to pivot then find myself stuck and stagnant.
What are 3 things you love about your business?
The people I meet, the quality of work I provide, that my brand is transparent and matches who I am—what you see is what you get.
What is the best decision you've made so far as a business owner?
I'm obsessed with my business name, does that count? Paulistana is what you call someone who is from the capital of São Paulo and with this name I've been able to branch out to include Paulistana Connection, which I use for event planning, PR, and networking, and Paulistana Dance and Entertainment, which is what I used for my dance services.
What is one thing you wish you knew when you were starting out?
I was blessed to start my business coming out of my MBA program so I was pretty equipped with knowledge to hit the ground running. Nonetheless this journey is one that is constantly teaching you new things, so me now, 2 years in, thinks otherwise. I wish I had a better understanding of what expenses would cost me for my business and how to organize that side of my business better.
Just for fun, what song best describes your business and why?
Dancing Queen by ABBA. Once you meet me or see me in my zone, you'll know.
