We were lucky to catch up with Sarah Wolford recently and have shared our conversation below.
Sarah, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
My work ethic was shaped by hardship, responsibility, and the quiet example of the strongest woman I’ve ever known, my grandmother.
I didn’t grow up with much. I faced a lot early on and had to step into roles of responsibility at a young age, helping care for my family and learning how to be resourceful. Even then, I always saw myself doing something big! Something creative, something that helped people.
As a shy kid, I’d escape into books or play pretend “office” for hours. My favorite real-life inspiration was always my grandmother. She was a girl boss before that was even a thing. In my young eyes, she had her own office in the house, took conference calls, and handled everything with grace and grit. People came to her to get things done. I worshipped her. She showed me that women could be powerful and nurturing at the same time even when the world told them otherwise.
Losing her to brain cancer when I was a teenager shattered me. But I carry her strength with me every single day. I hope she’s proud of what I’ve built.
Starting my own business was the scariest thing I’ve ever done. I was college-educated, raised with the belief that success meant a steady 9–5 and a secure paycheck, even if it wasn’t fulfilling. The idea of working for myself, especially without a blueprint, was seen as risky or unrealistic. But I couldn’t shake the feeling that I was meant to create something of my own.
Leaving the comfort of a predictable paycheck, even one that didn’t pay well, to build something from scratch took everything in me. And getting that very first client to trust me with their business? Terrifying. But now, I get to hold space for brilliant, bold women building beautiful things, and I don’t take that lightly.
This work can be lonely sometimes. Most people don’t fully understand what it takes. But on the hard days, I remind myself: this is the life I dreamed of. One where I help others shine, where I get to create, where I work with purpose.
Today, I run a thriving business built around systems, creativity, and care. I support women-led brands, creatives, and entrepreneurs (many in the wellness and sober living space) with the behind-the-scenes help they need to feel supported and seen. Every message sent, every task managed, every calm solution I offer is a reflection of that early work ethic and the legacy of women who taught me how to lead with heart.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
I’m the founder of Virtually Sarah, a virtual assistant business that supports women-led brands, especially in the wellness, creative, and sober living space. I specialize in systems setup, backend organization, client management, and tech integration. Basically, I’m the behind-the-scenes calm for bold, purpose-driven women building really cool things.
What makes my work special is the level of care I bring to every detail. I’m not just crossing things off a list, I’m holding space for someone’s vision, helping them stay focused, supported, and grounded in their zone of genius. It’s a mix of strategy, intuition, and heart.
Lately, I’ve been leaning into a fresh new brand direction that reflects how I want my clients to feel when we work together. Like they’ve checked into a five-star all-inclusive resort. Taken care of. Clear-headed. Supported. From digital decluttering to streamlined systems, I create spaces that feel calm, organized, and luxurious. So my clients can show up fully for their work and their lives.
Whether I’m managing inboxes, automating workflows, or helping prep for a launch, I believe that calm is a service, and everyone deserves that kind of ease.
Building this business has changed my life. It’s given me the freedom to buy my dream car, travel more, and even go to Jamaica with my sister, where we got to climb Dunn’s River Falls just like our grandmother once did. That trip felt like a full-circle moment. It reminded me why I started this journey: to build a life that blends meaning, freedom, and joy, all while helping other women do the same.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Looking back, three qualities that have been the most impactful in my journey are resourcefulness, emotional resilience, and the ability to hold space for others.
Resourcefulness came from necessity, growing up without much meant I had to figure things out, get creative, and make things work with what I had. That scrappy energy is what helped me launch and grow my business without a roadmap or a big safety net. For anyone early in their journey: don’t wait to feel “ready.” Use what you have, learn as you go, and trust that progress is more important than perfection, and I know how hard that can be.
Emotional resilience has been huge. Building something of your own, especially in a service-based role, brings a lot of self-doubt, comparison, and lonely moments. I’m still learning how to make time for myself, but prioritizing rest, small routines, and checking in with my own needs has helped me stay grounded. My advice? Don’t put yourself at the bottom of your own list. Your well-being matters just as much as the work you’re doing.
And finally, holding space for others, the quiet skill that makes the biggest impact. Whether it’s helping a client breathe easier before a big launch or managing the little things so they can focus on the big picture, it’s about more than checking off tasks. For folks just starting out, know that your energy and presence matter. People remember how you made them feel, not just what you did for them.
What do you do when you feel overwhelmed? Any advice or strategies?
When I feel overwhelmed, the first thing I do is pause. Even if it’s just for a few minutes. I close the laptop, step outside, take a few deep breaths. I’ve learned that pushing through only makes the chaos louder. Sometimes it’s as simple as making a brain dump or walking away from the screen to reset my nervous system.
I’ve also learned that not everything needs to be figured out immediately. That’s been a huge shift for me. I break things down, come back to the one next thing, and try not to let the bigger picture swallow me whole.
My advice? Protect your peace. That might mean setting boundaries, getting help, or saying no when your plate is full. Clarity comes from calm, not from panic. And sometimes, the best productivity hack is a nap and a glass of water.
Contact Info:
- Website: https://www.sarahwolford.com
- Instagram: https://www.instagram.com/virtually.sarah
Image Credits
Branding photos photography credit: Jo&Lyndon (https://www.joandlyndon.com/)
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