Women Business Owners Who Are Making a Difference: Meet Victoria Carrington Chávez

There’s something powerful about watching someone step into their story and own it fully… and that’s exactly what Victoria Carrington Chávez helps others do. As the founder of Lilac & Aspen, Victoria blends soul, strategy, and storytelling to guide creative entrepreneurs, thought leaders, and bold-hearted business owners in sharing their voice with clarity and confidence.

In this edition of Women Business Owners Who Are Making a Difference, I’m beyond excited and extremely honored to introduce you to a woman who believes in the transformative power of truth. Whether she’s coaching a client, stepping onto a TEDx stage, or helping others craft content that connects, Victoria shows us that storytelling isn’t just a marketing tool… it’s a liberation practice. Get ready to be inspired by her passion, her purpose, and her unshakable belief that your story is worth telling.

Lynn Davey: Tell me a little about yourself! Where are you from, and what inspires you every day?

Victoria Carrington Chávez: I’m inspired by people who are brave enough to be real—those who rise and thrive in spite of challenges, finding beauty even when life feels heavy. I’m also deeply moved by nature. Growing up in Colorado, I’ve always felt a strong connection to trees, rivers, oceans, and mountains. Mother Nature’s power and beauty remind me to stay rooted, wild, and in awe.

LD: How would you describe your business in one sentence?

VCC: Helping others unlock the power of their story to spark inspiration and connection.

LD: What does your business do, and who do you serve?

VCC: At Lilac & Aspen, we help creative entrepreneurs, thought leaders, and outside-the-box thinkers own their stories with clarity and confidence. We specialize in branding and content strategy rooted in storytelling—offering everything from brand identity audits and content marketing courses to storymapping and 1:1 collaborative strategy sessions.

Our work is for the bold-hearted, the quietly powerful, and the ones who know their story matters but aren’t sure how to share it yet. Because your story is too important to go untold—and we’re here to help you tell it your way.

LD: What inspired you to start your business, and what was the moment you knew this was the path for you?

VCC: I’ve always loved stories. As a kid, I’d get lost in movies, books, and writing—anything that let me experience interesting, inspiring stories. When I started my business and spent years working in social media, I realized the content that truly resonated was always rooted in storytelling.

I found real connection and community when I began showing up authentically and sharing my own story online. That experience showed me the power of digital spaces to build meaningful relationships—but it also revealed how hard it can be to know where to start or how to show up as your full self.

Over time, more and more clients came to me unsure how to bridge who they are with how they show up online. Connecting the dots between storytelling, brand identity, and content strategy became my sweet spot.

I knew this was my path the moment I saw my clients light up—clear, confident, and unapologetically authentic in how they shared their work with the world. Helping people unlock the power of their story? That never stops being awe-inspiring.

LD: What’s one thing you wish more people knew about your industry or the work you do?

VCC: I wish more people knew that marketing doesn’t have to feel “bro-y,” pushy, or sleazy. So many of my clients come to me saying they hate marketing—but what they really hate is how it’s usually taught: all pressure, no soul.

At its core, marketing is simply communication. It’s storytelling with a purpose. It’s about sharing what you do in a way that feels true to you and speaks directly to the people who’ve been waiting for exactly what you offer.

Marketing can be creative. It can be fun. It can be full of heart. And when you do it your way, it actually feels good—for you and your audience.

LD: What do you love most about running your business?

VCC: What I love most is the impact I get to make—especially when it comes to boosting my clients’ confidence and clarity. There’s nothing like watching someone go from uncertain to fully owning their story and showing up boldly. That transformation lights me up every single time.

I also love the freedom this path has given me. I’ve been able to travel, make a global impact, and connect with incredible people around the world. Running my business has taken me to places I once only dreamed of—and the wildest part? I know I’m only just getting started.

LD: How does your business make a difference, either in your community, industry, or for your clients?

VCC: Lilac and Aspen is my love letter to the storytellers, the quiet creatives, the bold dreamers who’ve been told to shrink to succeed. I created this space so people like us could show up fully—brilliant, messy, kind, powerful—and still build content that connects, converts, and feels real.

The difference I make isn’t just in marketing—it’s in helping people trust their own voice again. I remind my clients that their story matters just as it is. They don’t have to sound like everyone else or follow some rigid formula to be seen. They just need the right support, a little courage, and someone in their corner who gets it.

But the impact doesn’t stop there. When someone shares their truth with confidence, it gives others permission to do the same. That’s the kind of brilliance that builds community—one honest, human story at a time. I’ve seen it in the spaces I hold, in the messages I receive, and in the collaborations that spark when people feel seen.

That’s what makes Lilac and Aspen different. And that’s why I do this work—because I not only believe I have seen the power of stories.

LD: Are there any causes or organizations you support that align with your mission?

VCC: Absolutely. I believe storytelling is a tool for liberation, so I naturally align with organizations that uplift marginalized voices, champion equity, and create space for creative expression and healing.

My mission with Lilac and Aspen is about helping people show up fully in their truth, and I believe in putting that into practice by backing movements and spaces that do the same.

There are truly too many incredible groups to name, but I always encourage people to look in their own communities for the organizations championing those who are underrepresented and whose voices are being swept under the rug. They need our support more than ever—and often, they’re doing the most impactful work with the fewest resources.

LD: What’s one of the biggest challenges you’ve faced as a business owner, and how did you overcome it?

VCC: One of the biggest challenges I faced was realizing that designing websites—something I was good at—wasn’t actually sustainable for me. The work drained my energy and didn’t give me the creative freedom or connection I craved. It took some honest reflection (and a few burnout cycles) to admit that just because I could do something didn’t mean I should build a business around it.

So I pivoted toward my true strength—storytelling. That shift changed everything. I leaned into what lights me up: helping people shape and share their stories in ways that feel powerful and personal. I also found aligned partners, like Lynn, who bring their design magic to the table so we can collaborate creatively without me doing everything alone.

Letting go of what no longer fit made space for a business that feels energizing, connected, and rooted in what I love most.

LD: What’s a piece of advice you’d share with another woman who is thinking about starting her own business?

VCC: There’s a reason you have that big, beautiful dream. You deserve to live it. Don’t wait to be perfect or ready—because you’ll always be learning, growing, evolving. Start where you are, with what you have, and trust that it’s enough.

Your voice, your vision, and your way of doing things are valid. The world doesn’t need another copy—it needs you. So take the leap, even if it’s messy. You’ve got this.

LD: Coffee or tea? How do you take it?

VCC: Coffee in the morning, with a little oat milk and honey. At night I love a good cup of tea.

LD: What’s one song that always gets you motivated or in a great mood?

VCC: So many songs and it truly depends on the day but a constant is “Mood 4 Eva” by Beyoncé.

LD: Where can people find you or learn more about your business?

VCC: You can find me at lilacaspen.com as well as on LinkedIn and Instagram.

LD: Is there anything else you’d like to share?

VCC: Yes—just a reminder that your story is powerful. You don’t have to wait for permission, the perfect moment, or polished words to share it. The messy, honest, beautifully real parts? That’s where the magic lives.

Rooted in Story, Leading with Heart

Victoria Carrington Chávez is redefining what it means to market with heart. Her work is rooted in authenticity, grounded in connection, and infused with the kind of magic that only comes from living—and sharing—your truth.

By helping others rewrite the stories that hold them back and step boldly into the ones they’re meant to tell, Victoria is creating a ripple effect far beyond branding and content strategy. She’s building a world where women, creatives, and quiet disruptors feel seen, heard, and empowered to lead with their whole selves.

Her message is clear and lasting: your voice matters, your story has power, and when you tell it your way, it becomes a catalyst for change.

Know another inspiring woman business owner who should be featured? Send me an email! I’d love to share more stories like Victoria’s.