We caught up with the brilliant and insightful Erin Norris a few weeks ago and have shared our conversation below.
Erin, so great to be with you and I think a lot of folks are going to benefit from hearing your story and lessons and wisdom. Imposter Syndrome is something that we know how words to describe, but it’s something that has held people back forever and so we’re really interested to hear about your story and how you overcame imposter syndrome.
I didn’t, I made friends with it.
I don’t believe that imposter syndrome ever fully disappears; instead, I’ve learned to coexist with it. I approach it like an unexpected companion, recognizing that sometimes it’s just fear or self-doubt dressed up in new, fancier terms. Rather than ignoring that inner voice, I try to understand it, using it as a guide to build skills like resilience. When imposter thoughts arise, I ask myself what’s triggering the fear, take practical steps to ground myself, and remind myself that confidence grows through action.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I’m Erin Norris, the founder of Ruby Works Co.™, a web design and marketing studio focused on helping creative entrepreneurs in fields like beauty, wellness, and personal development stand out in an authentic and impactful way. My work blends strategic thinking with creative design to build brands that don’t just look good but are memorable and deeply resonant with their audiences.
What excites me most is seeing my clients’ visions come to life in ways that drive growth and build genuine connections with their audiences. Ruby Works Co. is more than just a design service—it’s a partnership. From branding to website design and beyond, I aim to provide a supportive, one-on-one approach, creating cohesive, strategic brand experiences that resonate and endure.
Currently I am celebrating two client projects, (1) a full-service salon website that is bringing in 40+ new appointments month over month with 0 paid traffic or social media marketing. (2) a raw, organic skincare company founded by scientist who was disturbed by the ingredients in the skincare products that his wife had purchased. I’ve been brought on to help tell the story of the brand and create an overarching messaging strategy. Lastly (3), I’m rebranding my business and it has been a love/hate labor. It’s one of the most challenging, and time consuming projects I’ve ever worked on. But being able to create a full brand identity that reflects my business’ core is better than I even imagined.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, the three qualities that have made the biggest difference for me are audacity, communication, and optimism. Audacity has allowed me to step out of comfort zones, try new approaches, and stay open to uncharted paths that ultimately brought growth. I trust my instincts and take leaps, because I fundamentally believe I can figure most things out. I cannot be excellent at everything, but I am extremely hard to outwork. My audacity has a competitive nature to it; I’ve been an athlete my whole life, I can’t shake this tendency.
Secondly, learning how write with clear intentions. Being a direct communicator saves so much time. One of my favorite things is problem-solving, (i.e. making things better) and that is hard to do unless all parties are on the same page. In and out of business, one of my favorite feelings is when someone is excited to tell me something. I love being brought into situations as a thought partner, developing strong communication skills has opened a lot of doors, and saved me from countless headaches. I think writing and storytelling are two skills that will never go out of demand.
Perhaps this is adjacent to my audacity, but I am relentlessly optimistic. I am convinced that everything is working out in my favor. I am still quite tethered to reality, and in the times where things are not going swimmingly, I trust that I am learning necessarily lessons to step into the next chapter of my life. There is always a light at the end of the tunnel, even if I cannot see it yet.
Tell us what your ideal client would be like?
My ideal client is a motivated, growth-oriented entrepreneur, typically in creative fields like wellness, beauty, or personal branding, who values strategic, long-term investments. They’re often located in urban areas and have a solid foundation but are eager to professionalize and elevate their brand. These clients value personalized, clear communication, and look for a partner who can guide them in using digital marketing tools that enhance both their aesthetic appeal and business efficiency.
They’re ready for a collaborative relationship, open to the creative process, and appreciate a strategic partner who brings both creativity and structure to help achieve their unique vision.
It’s a perfect fit when a client brings a spirit of curiosity, I am SUCH a curious person and love getting to really understand someone’s story in order to to know someone’s brand/business from the inside out.
Contact Info:
- Instagram: https://www.instagram.com/rubyworks.co/
- Linkedin: https://www.linkedin.com/company/ruby-works-co
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