We’re excited to introduce you to the always interesting and insightful Nicole Rippee. We hope you’ll enjoy our conversation with Nicole below.
Nicole, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?
I didn’t find my purpose all at once – it revealed itself slowly, through lived experience, setbacks, and a lot of trial and error. For years, I was creative, but disconnected. I knew I was meant to build something meaningful, but I didn’t yet have the clarity or confidence to trust myself.
My purpose became clear when I started paying attention to what consistently lit me up: creating with intention, solving real problems for women, and using my own journey – including the difficult chapters – as fuel instead of shame. Getting sober was a turning point. It forced me to slow down, get honest with myself, and build a life rooted in integrity rather than external validation.
From there, purpose stopped being about “what should I do?” and became “what can I create that genuinely helps people while allowing me to live authentically?” HELLO SHADE grew from that place – a blend of creativity, function, and empowerment. It’s not just about the product; it’s about building something that protects, supports, and encourages women to show up confidently in the world.
I’ve learned that purpose isn’t something you chase — it’s something you uncover when you align your actions with who you truly are.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
Hi, I’m Nicole – and I am the founder and designer of HELLO SHADE™, a San Diego–based brand creating stylish, functional sun protection for women. What began as a personal need evolved into a mission-driven business rooted in confidence, creativity, and real-life utility. I design sun sleeves that offer UPF 50+ protection while still feeling elevated – pieces women actually want to wear, not just feel like they should.
What’s most exciting to me is that HELLO SHADE sits at the intersection of fashion and function. For a long time, sun protection was treated as purely practical or medical. I wanted to change that narrative by creating accessories that feel beautiful, intentional, and empowering, without sacrificing performance. Everything is designed with thoughtful details – from the fabric and fit to small-batch production – because I believe what we wear should support how we live and how we feel.
Professionally, I’m focused on growing HELLO SHADE in a way that’s sustainable and community-driven. I’ve built the brand largely through grassroots efforts – pop-ups, local events, collaborations, and direct conversations with customers – which has allowed me to stay deeply connected to the people I’m creating for. That connection continues to shape the brand in meaningful ways.
What I also care deeply about is transparency around the entrepreneurial journey. Building a business hasn’t been linear or easy, and I’m intentional about sharing both the wins and the learning curves. I hope that visibility encourages other women to trust themselves, start before they feel ready, and build something aligned with their values.
Looking ahead, I’m excited about expanding HELLO SHADE through influencer collabs, retail partnerships, and continued community-based events. The brand is constantly evolving – and that’s my favorite part. It’s not just about growing a business, but about creating something that resonates, supports, and empowers women in everyday life.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Looking back, three things have had the biggest impact on my journey: resilience, self-trust, and the willingness to learn by doing.
Resilience has been essential. Building something from scratch means facing rejection, uncertainty, and moments where things don’t go as planned. Early on, I learned that setbacks aren’t signs you’re doing something wrong – they’re part of the process. My advice is to normalize discomfort. Growth often feels messy before it feels rewarding, and the people who keep going are usually the ones who succeed.
Self-trust was something I had to develop over time. For a long time, I looked outward for validation – from trends, social media, or other people’s opinions. The biggest shift happened when I started listening to my own instincts and making decisions aligned with my values, even when they didn’t make sense to everyone else. For anyone early in their journey, I’d say: get quiet enough to hear your own voice. You don’t need all the answers – you just need to trust yourself enough to take the next step.
The third was a willingness to learn by doing. I didn’t wait until everything was perfect or until I felt “ready.” I learned by launching, adjusting, and refining in real time. Every mistake taught me something I couldn’t have learned any other way. My advice here is simple: start where you are. Action creates clarity far more effectively than over-planning ever will.
If there’s one overarching lesson, it’s that progress comes from consistency, not perfection. Show up, stay curious, and give yourself permission to evolve. That’s where real momentum is built.
All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?
The number one challenge I’m currently facing is fear.
When I first started HELLO SHADE, everything felt deeply aligned – and ultimately it was kind of an experiment. It was scary, of course, but I didn’t question it – I knew this was something I was going to do no matter what. The decisions were simpler then. I was building, testing, and trusting that taking action was better than standing still.
Now that the brand is growing, the stakes are higher. The next phase requires bigger investments – in production, inventory, and infrastructure – and there’s no clear roadmap telling you exactly what to do or when to do it. There’s no magic bullet, no guaranteed outcome. Every decision carries a real – literal – price tag, and that can make it scary.
What I’m learning to trust is that this kind of fear means I’m expanding beyond what I’ve done before. I’ve built a lot of self-trust over the past year, but fear still shows up daily.
To work through it, I’m learning to reframe fear as a sign of growth rather than danger.
Contact Info:
- Website: https://shophelloshade.com
- Instagram: https://instagram.com/shophelloshade_/
- Facebook: https://www.facebook.com/nicole.rippee.1/
- Linkedin: https://www.linkedin.com/in/nicole-rippee-35251647/
Image Credits
images provided by HELLO SHADE
so if you or someone you know deserves recognition please let us know here.
