Inside Society Pages, we’re celebrating women who are building something meaningful—on their own terms.
If you’ve been thinking about leaving your 9–5 to start a business, this story will give you a real, behind-the-scenes look at what that actually involves.
In this founder story, Tanja Percival shares what it really looks like—from self-doubt and financial pressure to building a business rooted in purpose.
The Nudge to Leave Your 9–5 Job
Before Kits and Crates was shipping across North America, it was something much quieter.
A creative pull. A sense of purpose that didn’t quite fit inside the structure of a 9–5. A feeling that there was more—more expression, more meaning, more possibility—waiting to be explored.
What began as a side project built in her parents’ home has since grown into a business rooted in intention, connection, and the desire to make people feel truly seen. But like most meaningful journeys, it didn’t start with certainty; it started with curiosity, courage, and a willingness to follow what felt good before it made sense.
In this conversation, Tanja shares what it really looked like to walk away from stability, navigate the emotional weight of building something on her own, and grow into the kind of founder her business required.
Starting a Business While Working a 9–5
Before Kits and Crates became a business, what did your life actually look like day-to-day?
“Way, way back before Kits and Crates was a business, I was doing the usual grind: work, trying to climb the corporate ladder, further my education (I got my accounting diploma and Project Management Professional certification while working), household responsibilities, dedicating time to being a partner, a dog mom, sleep and repeat.
During vacation time we loved to travel, camp and do renovations around the house.”
When you think back to working on this as a side project in your parents’ home, what were you feeling then that you didn’t have words for yet?
“Joy, passion, drive, meaning, purpose….these were all things I was feeling when I was working on my craft.”
Was there a moment on Etsy—or with your advent calendar kits—when you realized, “Oh… this is more than a hobby”?
“Absolutely, I would say there were two epiphanies for me.
One was seeing where my Advent calendars were going. I was selling across Canada and the States, to towns and cities I had never heard of.
The second was when my Etsy income (even after shipping and fees) exceeded my corporate income.
That’s when it really hit me that this was something real.”
What It’s Really Like Leaving a Stable Job
What was the hardest part about leaving the security of a 9–5?
“Oh man, this was a huge internal struggle.
When you’ve been somewhere for over 10 years, it’s not just a job, it’s identity, community, stability.
I enjoyed my co-workers, many of whom became good friends. I valued the stability, the security, and the recognition for my work.
I wasn’t just leaving a role. I was questioning who I’d be without it.
“I worried as a natural introvert, would I seclude myself in my business and become a hermit?
There was also a lot of self-doubt and balance that needed to be addressed within myself and with my husband. This decision wasn’t just going to impact me.”
Did you ever feel guilt for wanting more than a “stable job,” especially when this work came from joy and creativity?
“More than I care to admit. I felt like I was being selfish.
I was leaving my job and putting more work on my team members. I even gave about six weeks’ notice to help train and prepare everyone.”
I felt like I was putting pressure on my husband and our household to support me while I “played” business owner.
“To be honest, I still feel a level of guilt sometimes today.”
The Reality of Starting a Business Full-Time
What surprised you most about founder life once you were fully in it?
“How emotionally demanding it is. I expected long hours and hard work, but I didn’t expect how much mental and emotional energy it would take to constantly make decisions, manage uncertainty, and stay motivated, especially when no one else can carry the weight for you.”
“I didn’t realize how deeply personal success and failure would feel.”
What’s something no one warned you about when you decided to take your business seriously?
“The internal pressure. The pressure to be more, do more, achieve a level of success that doesn’t tangibly exist. I projected those expectations onto what I thought my husband, my family, and my friends expected of me in order for this to be considered a “real” business.
I didn’t give myself enough grace or time to transition and learn.
I forgot to just be present and understand what it truly means to run your own business.
What part of running a one-woman (mostly) business is way harder than people assume?
“Knowing my worth and feeling confident in it. It still surprises me how often people undervalue small businesses and the skill, time and experience behind the work.
Learning to stand behind my pricing and my value has been one of my biggest ongoing challenges.”
Have there been moments where you questioned whether you were “doing it right” because your path didn’t look like other businesses?
“All the time. I think we’re programmed to compare ourselves to people we see as successful, but what we forget to realize is how they got there.
We all start somewhere, and our paths are not the same. What takes one person a year may take me five.
What I like to remind myself of, though, is that there is someone out there looking at me and thinking I am successful and striving to achieve what I have accomplished in my business.”
You’ve said this work is about helping people feel truly seen. When was the first time you felt seen as a founder?
“During introductions at a YVR founders’ lunch, I had finished introducing myself and Kits and Crates, keeping it small and modest. But it was when you and Tianna and others in the room jumped in and spoke about my achievements and what was happening in my business with so much pride and encouragement. You wouldn’t let me minimize myself.
That moment made me feel truly seen and supported, and I am incredibly grateful for it.”
This is exactly why I created YVR Creatives.
Because building something, whether you’re just starting or scaling, can feel incredibly isolating if you’re doing it alone.
And the truth is, proximity changes everything.
What role has community—friends, family, or customers—played in keeping you going when things felt heavy or uncertain?
“When I started on ETSY, my greatest joy was receiving customer reviews. Hearing how my work brought joy to others or helped them celebrate someone special fueled my passion.
As I grew and ventured outside my comfort zone, I found a community of like-minded entrepreneurs and new friends. These relationships motivate me, challenge me and support me when I find myself doubting my path. They remind me why I started this business and help me keep going when things feel heavy.”
How do you let people help you, especially when you’re used to doing everything yourself?
“This one is a challenge for me. I have always been fiercely independent and instinctively want to handle things myself, and in all honesty, it comes from a need to self-protect and be seen as strong.
It is something I am actively working on in my business and personal life. So if I ask you for help, it means I truly trust you, and that is an act of vulnerability for me.“
How Starting a Business Changes You
How has becoming a founder changed the way you see yourself?
“Being a founder has helped me better understand who I am and what my “why” is. This journey as pushed me to grow in confidence, resilience, and self-awareness. It’s shown me that I am capable of far more than I once believed.”
What did you have to unlearn from your 9–5 mindset to build a business that actually feels aligned?
“The best thing I had to unlearn was the need to always be ‘on’.
In corporate life, I worked all day, came home, and immediately switched into wife, entrepreneur, and household manager mode.
Now I’ve learned the importance of balance and rest.
I’ve learned that productivity doesn’t equal worth, and that slowing down is sometimes the most powerful thing I can do. The time of rest is when my creativity can flourish.”
What version of yourself had to emerge for Kits and Crates to grow?
“A confident version of myself had to step up. I had to acknowledge that I have real skills and value to offer. I had to believe that my creativity, business sense and work ethic could build something meaningful. “
If someone is sitting in their 9–5 right now, secretly dreaming but terrified to start, what would you want her to know?
“Trust yourself. Have faith in your drive and vision.
Starting a business is scary and I don’t want pretend it’s easy. I worked both my job and my business for years before I could see it being something beyond a hobby.
I saved, ran the numbers, and had many conversations with my partner. When the time came, I prepared as much as I could and then took the leap.
Believe in your work, stay disciplined and let your passion carry you through the hard days.”
What’s one small, realistic step you’d encourage her to take—without blowing up her life overnight?
“Understand your comfort level, financially, emotionally and time-wise.
Think about your support system and your limits. You may be lucky and not face any hard times, but realistically, one or more will be strained at some point in your business, especially when starting out.
Ask yourself: What’s my plan when things get hard?
Thinking through the what-if scenarios is not meant to scare you or deter you from starting your business, but rather give you the confidence that you are ready for the challenges ahead.”
What do you wish you had trusted sooner?
“My first instinct is to say, I wish I trusted myself sooner. But honestly, I am where I am today because I gave myself the time to develop and grow. Every stage prepared me for the next, even when I didn’t realize it at the time.”
When you look at Kits and Crates today, what makes you the most proud?
“The incredible places my products have reached. Not only have I sent something to every province and state, but I also have the crowning experience of making drink charms for the Taylor Swift Eras Tour!
How many people get to say that?
Even though I don’t talk about it often, it reminds me how far this little idea has come.”
What Success Looks Like Now
What does success look like for you now?
“Success to me now has two sides: what I want to achieve with my business and how I want to live my life.
Professionally, I’m working towards being a go-to business within my community for custom products and event pieces.
The idea of clients coming to me through word of mouth or seeing my products firsthand is a dream, and one I am working hard to achieve.
Personally, success means time. It means living without the constant feeling that I should always be doing more.”
“I thought success would feel freeing. I didn’t realize how heavy it could feel.”
What do you hope people feel when they receive something you’ve created?
“Above all, I hope they feel important and seen. I want them to know that what they’re holding was made just for them.
Whether it’s a gift or a personalized event piece, I hope it holds meaning. I want it to feel like more than an object; it’s a moment, a memory, and a reminder that they matter.”
The Power of the Right Room
What stands out most about Tanja’s story isn’t just the growth of Kits and Crates, it’s the way she’s grown alongside it.
From questioning her identity outside of a corporate title to learning how to trust her instincts, ask for help, and own her value, this journey has been as much about becoming as it has been about building.
And maybe that’s the real shift.
Because the women building something meaningful aren’t doing it perfectly.
They’re doing it courageously.
In rooms, in conversations, and in communities that remind them of who they are when they forget.
This is exactly why spaces like this matter.
If you’re building something, or even just thinking about leaving your 9–5, you don’t have to do it alone.
For the woman who’s curious:
Come sit in the room.
Experience a YVR Creatives event, check out YVR Creatives’ upcoming events, here
For the woman who’s ready:
Join The Creators Society—where connection, accountability, and momentum actually happen.
Learn more about the Creators Society here.
Check out the Creators Society Directory here.
Because sometimes, the right room doesn’t just support your growth…
it accelerates it.
Follow Tanja: @KitsandCrates
Explore Kits and Crates: www.kitsandcrates.com
About the Author
@YVR.Creatives
Christine Coughlin is a content creator and the founder of YVR Creatives, a community dedicated to helping female entrepreneurs share their message, build meaningful connections, and grow their businesses.
She helps women amplify their voices through in-person events and VIP content-creation days by guiding them to feel confident on camera and to create impactful content.
Christine also curates inspiring in-person events, including monthly masterminds, social events, and lunch-and-learns, offering opportunities for women to network, share knowledge, and connect within a supportive aligned community.
Christine lives in the suburbs of Vancouver with her husband, three kids, and one million plant babies. A self-proclaimed personal development junkie, she finds peace and inspiration in nature, whether hiking through the woods or spending time on the water.
