Allow us to introduce you to Deena Blumenfeld, owner and principal educator at Shining Light Prenatal Education in Lawrenceville.
This is one bad-ass, driven, educated, informed, knowledgeable, ethical, trustworthy and business-minded woman that you seriously need to meet.
The very first time we met Deena, we were blown away with how passionate she is about the birthing process and women's health.
When we sat down for the day with Deena and dug deep into her passions and her work, we couldn't help but be caught up in the amazing things she is doing. And we wanted to give you the chance to do the same.
And then share it with all of your friends.
Name: Deena Blumenfeld RYT, RPYT, LCCE
Job Title: Owner and Principal Educator at Shining Light Prenatal Education
Introduce yourself as if you were speaking from the cockpit.
Hello and thanks for choosing to fly with Shining Light airlines! I'm your captain, Deena Blumenfeld RYT, RPYT, LCCE. On your flight today, I'll help illuminate your path and guide you on your journey from pregnancy, through birth and into parenthood. Our flight is comfortable and provides a little prenatal yoga, childbirth education and a whole lot of love and support along the way. Think of me as your travel guide. I'm always here to answer your questions and listen to your story.
When did you earn your wings?
I started out teaching yoga in 2008. In 2009, while pregnant with my daughter, I began teaching prenatal yoga. My students began asking me questions with regards to their pregnancies, that although I had the information to give them, it was outside the scope of my practice as a yoga teacher to do so. To help fill their needs, I choose to get my Lamaze certification (that's the fancy LCCE after my name) in 2010. I began teaching Confident Birthing out of other yoga studios and Breastfeeding Essentials out of my home. As my student's needs grew, so did my business.
2011 was the year of the business plan. With the help of the Duquesne University SBDC, and a fortuitous parking space in front of the empty storefront that is now the location of Shining Light Prenatal Education, I was able to open my doors. The Center, in Lawrenceville, officially opened on Jan 21, 2012. Since then, we've had 445 moms and dads come through our doors for various classes and workshops. Amazing!
If you could name a nail polish color after yourself of your business, what would it be?
Nail polish is a necessity for one who teaches yoga. Pedicures should really be tax deductible!
It would be a warm orange color, and called "Inner Wisdom". I want the mothers that walk through the doors of Shining Light to be able to access that inner wisdom. I want them to feel confident in their own abilities and confident in their choices. Empowerment is something that comes from within, sometimes you just need the key to unlock it.
Not all flights are smooth. Tell us about how you handle turbulence in your business and life.
Yoga, yoga, yoga, chocolate, yoga, yoga, chocolate, yoga...
I've had my share of turbulence in my life. I actually find the business turbulence easier to handle. With my business, there is often a concrete solution to a problem. The problem will have defined parameters in which I can find a functional solution. Personal problems aren't always so clear cut.
I've also learned to ask for help. That's a tough thing for me to do, but I've learned that I am really good at what I do... and not so good at other things. That's where the help comes in handy. Whether it's my website (sorry, but html looks like gibberish to me), or finding someone else to help me design fliers, this kind of help makes my life easier and frees up time for more important things.
So, my three big tips: Patience; know when to ask for help; and prioritize. If you can do that, you can handle any turbulence that comes your way.
Who is the wind beneath your wings?
That's easy — my kids! It's so uplifting to hear my 7 year old son say he's proud of me! Isn't it suppose to be the other way around? My 3 year old daughter is the one who really shows me what's important in life.
What's your advice to other women as they navigate the business world?
You must follow your passion. Life is more than a paycheck. Doing what you love will help you to find happiness.
Be prepared. Be a planner and also be flexible enough to know when to change that plan.
Your best clients will be those who have been referred to you by others. Foster those relationships and you'll go far.