Laura Casselman is a dynamic entrepreneur, speaker, bestselling author, mother and co-owner of the renowned platform JVZoo, where she has served as CEO for over a decade. Laura’s journey began with a passion for sales—starting as a young Girl Scout selling cookies and evolving into building her own businesses, from a hair accessory company to a successful lawn care service. After dancing with the Rockettes in New York, Laura transitioned into the corporate world, where she honed her leadership skills, ultimately leading her to create impactful, results-driven strategies for businesses worldwide.
Her Best Selling book, Trust Your Increments, explores her journey from humble beginnings to becoming a globally recognized CEO, offering actionable insights for anyone seeking growth and resilience. Through her work, Laura helps others unlock their potential, focusing on emotional intelligence and mindful leadership. Her mantra, “If it’s meant for anyone, why not me?” is a powerful example about her beliefs that success is available to everyone. She encourages women to embrace their worth, trust their abilities, and understand that it’s okay to fail. Her non-negotiable boundaries ensure balance in her life, allowing her to be a dedicated mother while pursuing her passions.
In addition to leading businesses, Laura shares her wisdom through consulting, emphasizing self-love, resilience, and the power of community. Her journey is a testament to how much we can achieve when we believe in ourselves and show up for others.
I’d love for us to start with an icebreaker: what’s been happening lately that people might not know about from your social media?
It’s Christmastime, so while I’m running multiple companies, I’m also trying to create Christmas magic for my daughter. It’s been a bit of a balancing act, but a rewarding one. My daughter, Dagney, is four years old, and this season is such a special time for her. There’s so much joy in seeing the magic of the holidays through her eyes. It also makes me reflect on how much my own mom did for me when I was a child. I didn’t realize until now how much effort went into creating those moments of joy. I’m trying to recreate that for Dagney and carry on that tradition.
While she’s mini in size, she’s mighty in her abilities and energy. Honestly, I call her a “max me” because it feels like she has all of my traits amplified (laughs). At four years old, she already has this incredible presence and strength—it’s inspiring to see.
You’re balancing motherhood and multiple businesses. How do you manage it all?
It’s not easy, but I’ve learned to embrace what I call “work-life harmony” instead of work-life balance. Balance implies that you have to give something up or that one thing will always outweigh the other, but harmony is about integration. I focus on seamlessly blending my personal and professional lives. For me, it’s about prioritizing what’s most important at the moment, delegating where I can, and trusting my ability to adapt. Yes, there are times when it feels overwhelming, but I remind myself that I’m doing my best—and that’s enough.
Let’s talk about your business journey. You’ve been so driven, but was entrepreneurship always a natural fit for you?
It really was. My first foray into business was selling Girl Scout cookies. I grew up in a small town, and I was relentless—I even called the parents of girls in my own troop from the phone book! That experience taught me a lot about sales and persistence.
By my teens, I was running a small earring and hair bow business and even started a grass-cutting company. Those early ventures sparked a love for entrepreneurship. But I also pursued another dream—I moved to New York and danced with the Rockettes.
From dancing to the corporate world—what a shift! How did you transition into business leadership?
While dancing, I always kept an updated resume because I knew I wouldn’t retire as a dancer. When I stepped away from the Rockettes, I went straight into my first executive role. That transition was challenging but enlightening. I learned a lot about leadership—mostly what not to do.
That led me to dive deep into emotional intelligence, figuring out how to manage effectively and understand my team’s needs.
When did you decide to go out on your own?
I’ve been the CEO of JVZoo for over a decade, but I didn’t become a co-owner until June. I’ve helped build this incredible company, making a lot of people a lot of money along the way, while also being smart with my own finances. That allowed me to buy a significant portion of the company.
Congratulations on that! Now you’re helping others through consulting and speaking. How did that evolve?
It started naturally. For example, I met a JVZoo user in Portugal who was earning about $6,000 to $8,000 a month. In just four months, I helped him scale to $80,000 a month. Seeing his potential and helping him realize it was so rewarding. That’s when I realized I could do this for others too.
Beyond business, what are some personal quirks or hobbies people might not know about you?
Honestly, I work a lot. It’s not an exaggeration when I say that I’m constantly shifting between companies, answering questions, and making decisions. But outside of work, I’m deeply family-oriented. My relationships with my daughter, my parents, and my extended family are incredibly important to me. I make a conscious effort to be present, to check in, and to show up for them.
I think people often overlook the role of family in an executive’s life. We tend to focus on whether someone is married or has kids, as if that’s the only measure of how they’re balancing life. But family comes in many forms. For me, it’s also about my parents and siblings. Maintaining those relationships takes effort, just like friendships or any other connection. I prioritize that effort because it’s so rewarding.
Have your parents been a source of inspiration for your success?
Absolutely. My parents were my first mentors. Even in my high school yearbook, I listed them as the people I most admired. They lived their lives with such selflessness, always working to ensure that my life and my siblings’ lives would be better. That kind of dedication leaves a mark.
Knowing the sacrifices they made for me has been a driving force behind my ambition. It’s also why I’m not afraid of failure—I always knew I had a safe place to land because of their love and support. That foundation gave me the courage to take risks and push myself further.
How has that foundation of love and support influenced your confidence?
I’ve always been a confident person, and it’s only as I’ve gotten older that I’ve realized why. My confidence came from knowing, on a deep, subconscious level, that I was loved unconditionally. That knowledge was a gift from my parents, and it allowed me to take risks and pursue my goals without fear of failure. For those who might not have had that kind of family support, I always encourage people to find their tribe. It doesn’t take a lot of people—just one person who believes in you and reminds you that you are enough can make a world of difference.
What lessons are you passing on to Dagney as she grows up?
The most important lesson I want her to know is that she is deeply loved and that no one else’s definitions of success matter—only her own. She’s capable of anything because we all are. There are no boundaries, no limits to what she can achieve if she believes in herself and keeps moving forward.
I want her to understand that her potential is limitless. It’s a lesson I’ve learned through my own journey, and I hope it empowers her to live authentically and fearlessly.
Let’s talk about the duality between ambition and humility. Some people feel they need to tone themselves down to appear more relatable or humble. How do you navigate that?
I wish I could say I’ve mastered it, but I’m still learning. As confident as I’ve been for decades—both personally and professionally—I’ve had moments of realization that show me there’s still room for growth. Recently, during a somatic breathing session with a friend, I had an epiphany. I realized I’d been holding myself back.
It hit me that I was trying to placate others by not pursuing my next big goal too quickly, fearing they might see me as ungrateful or greedy. But in that moment, I gained clarity: the only person holding me back was me. That realization was liberating. I told myself, “I’m not dead, so why should I stop growing?” I decided to stop biting my tongue and embrace my ambitions unapologetically.
It’s funny because my daughter teaches me this lesson every day. At just four years old, she’s fearless, unapologetic, and unbound by societal expectations. She’s not defined by her age, and that reminds me to not be defined by others’ perceptions of me either.
You mentioned having breakthroughs recently. What’s been one of the biggest catalysts for your growth?
One of the most transformative practices for me has been conducting energy audits. I’ve learned to take full ownership of the energy around me. If something—whether it’s a relationship, a project, or even social media—feels off, I address it immediately.
For example, if I notice someone’s social media posts consistently rub me the wrong way, even if it’s a friend I love, I’ll unfollow them. It’s not personal; it’s about protecting my mental space. I’ve even told friends, “I love you, but I unfollowed you because I was getting frustrated for no reason.” It’s about maintaining authenticity and clarity in my interactions.
Were you always this in tune with your intuition, or was that a skill you developed over time?
It took time to develop. Growing up in the Southeast in the ’80s and ’90s, there was a strong emphasis on social etiquette and being polite. Things like “don’t air your dirty laundry” and “be nice to everyone” were drilled into me. While there’s value in Southern hospitality, it also made me suppress my inner voice for fear of seeming rude or unkind.
That started to shift when I moved to New York in my twenties to dance with the Rockettes. New York is a place where people don’t bite their tongues, and I started to embrace that mindset. At first, my mom would explain my newfound bluntness to others by saying, “Oh, she lives in New York now,” as if that excused it. But I wasn’t being rude—I was just learning to express my thoughts directly.
How did people respond to your directness?
It was a mixed bag. Some people appreciated it, while others were taken aback. Women, in particular, often face criticism for being direct. In business meetings, for example, I’ve been asked to take notes simply because I’m the only woman in the room. I’ve learned to respond firmly but respectfully: “No, I’m taking notes for myself. You’re welcome to take your own.”
It’s about unapologetically standing in your truth. I don’t play into outdated expectations, and that authenticity has been empowering—not just for me, but for the women around me who see that it’s okay to speak up.
Do you feel like your authenticity inspires others to embrace their own voices?
I hope so. I’ve noticed that when I show up authentically—whether in meetings, on social media, or in everyday interactions—it gives others permission to do the same. It’s not just about being bold; it’s about being real. When people see you owning who you are, they feel encouraged to own who they are too.
For women especially, this is powerful. We’re often taught to shrink ourselves to make others comfortable, but I believe in the opposite: expand, take up space, and let your voice be heard. Authenticity isn’t just empowering—it’s contagious.
You mentioned getting messages from women saying your content inspires them. How does that make you feel?
It’s incredible. I mean, we all play the social media game, right? We like, comment, share—it’s part of the algorithm. But for me, it’s about the deeper connections. When someone messages me to say, “I needed this video today,” or, “You’ve helped me reframe how I see something,” it’s a reminder of why I do this. Sure, impacting thousands or hundreds of thousands is wonderful, but even reaching one person is monumental. If one video helps someone take a step toward their dreams or find clarity, that’s the real win.
That’s the beautiful power of social media, isn’t it? You can inspire people all over the world. Do you see yourself expanding your global reach even more?
Absolutely. I already speak internationally, but I’m stepping into it even more this year. Looking at my schedule for the first quarter alone, I’m booked for international speaking gigs starting January 7th in Dubai. Three events there!
That’s amazing! How do you maintain harmony in the midst of such a busy schedule?
For me, it’s about rejecting the idea of balance entirely. Balance implies everything has to be equal at all times, and that’s just not realistic. Instead, I strive for harmony by fully investing myself in the present moment.
In business, I’ve put processes and people in place to ensure my team is set up for success. I empower them to make decisions, even if mistakes happen. We’ll review, learn, and move forward, but I trust them.
When it’s time for my personal life, I’m fully present. My daughter walks in the door at 3:30, and from that moment, I don’t take calls or schedule meetings. Whether I’m playing princess or diving into her fascination with characters like Maleficent, I’m 100% focused on her. You can give your all to work and family—just not at the same time. That’s why I embrace harmony over balance.
What advice would you give to a younger version of yourself or women feeling stuck right now?
That’s such a big question, and I think it applies to both. First, I’d say it’s rarely about lacking ability or opportunity—it’s often about the weight of outside opinions or perceived expectations.
The first step is convincing yourself your dreams are possible and that you’re not failing just because you haven’t reached them yet. But the harder part? Letting go of the fear of disappointing others or being judged. The pursuit of dreams is messy—it’s never a straight path. We love to celebrate the underdog who finally “made it,” but we forget they were likely criticized or doubted during their journey. My advice is: don’t wait for permission or validation. Get in the driver’s seat of your own life.
That feels like celebrating small wins along the way, too.
Yes! I’m a huge advocate for celebrating the small wins. Self-encouragement is an inside job. We don’t need others cheering us on 24/7—though it’s nice—but I make it a point to cheer for myself. I’ll literally say, “You rock, girl!” when I accomplish something, even if it’s small.
I’ve instilled that in my daughter as well. Since she was little, I’d ask her to name the people who love her so she knows she has a support system. One day, when she was about one and a half, I asked, “Who loves you?” And she said, “Dagney loves me.”
It melted my heart because she named herself first. That’s what I want her to know—loving yourself is the foundation. You have to be there for yourself, always.
That’s such a beautiful story. What’s next for you? What are you calling in for this next chapter?
I’m calling this my biggest year yet. It’s exciting, but I’m also bracing for the challenges that come with big goals. Growth isn’t easy, but it’s worth it.
This year, I’ll be speaking internationally more than ever—starting with Dubai in January and Spain in March. I’m manifesting bigger opportunities and more connections. If anyone reading or listening to this feels inspired or sees an opportunity for collaboration, I encourage them to reach out. I’m ready to show up, share, and make an impact.
You cover such a range of topics in your speaking and consulting. Are you leaning more toward corporate audiences or entrepreneurs lately?
I really love both spaces for different reasons. In corporate, I’m passionate about teaching leaders how to set their teams up for success, manage effectively, and foster collaboration. It’s not just about managing people—it’s about empowering them to make decisions, break down silos between departments, and work together toward a shared goal.
At the same time, I love working with entrepreneurs because their mindset and challenges are so different. Entrepreneurs often feel like they have to do everything themselves. Teaching them how to build processes, delegate, and trust their team is incredibly rewarding.
Letting go is such a big challenge for entrepreneurs, isn’t it?
It really is. Letting go is hard, but it’s essential for growth. Entrepreneurs often resist creating systems because it feels like no one else will care about their business as much as they do. That’s where I step in—to show them how to build processes and find the right people so they can scale effectively.
Speaking of growth, are there any specific goals or milestones you’re calling in for 2025?
Yes, definitely. My company is already a nine-figure business, and we’re aiming for a 38% revenue increase this year. That’s a bold goal considering the scale we’re already operating at—it’s an international company with a lot of moving parts. But this year is all about connection. We’re traveling extensively to meet clients face-to-face, whether that means flying across oceans or driving across cities. When you sit down with someone in person, you can see beyond the surface-level challenges they share and help them plan for long-term growth. That’s where the magic happens.
I love that focus on personal connection. How do you maintain that as you scale?
It’s a challenge, especially as companies grow. Processes and systems are essential for scaling, but they can make a business feel less personal. I’ve seen it happen—when companies get bigger, they lose that human touch. That’s something we’re intentionally working to avoid. Even as we grow from nine or ten figures, we’re committed to staying accessible and relatable. We want our clients and partners to know they’re dealing with real people who genuinely care.
That’s such a unique perspective. It sounds like you’re really focused on sustainable, people-first growth. What about your personal offers—what can people look forward to from you in 2025?
I don’t advertise it much, but I do one-on-one consulting with entrepreneurs and executives. However, I’ll be upfront—it’s not for beginners. I work best with individuals or businesses that are already at the seven-figure mark and ready to scale further.
One of the key areas I focus on is helping people take home more of their money. There’s so much emphasis on gross revenue, but that’s a vanity metric. It’s great for social media, but if your lifestyle costs more than your take-home income, you’ve got a serious problem.
That’s such an important point. So you help them find ways to cut expenses and increase profitability?
Exactly. Often, people don’t realize where they can trim costs without affecting the quality or growth of their business. Once we figure that out, the coaching essentially pays for itself. It’s about working smarter, not harder, and making sure your success is sustainable.
What’s one thing you want people to take away from working with you or hearing you speak?
I want people to feel empowered to get in the driver’s seat of their lives and businesses. Whether it’s breaking down silos in a corporation, scaling a business as an entrepreneur, or simply taking home more of what they earn, it’s all about being intentional. You don’t have to do it all. You just need the right systems, the right people, and the confidence to trust the process. When you have those, the sky’s the limit.
When it comes to your consulting, do you typically work with clients for a set period, like three or six months?
Yes, I prefer a six-month commitment. It gives us the time to dive deep and make real, sustainable changes. I’ll be honest—I’m not cheap, but that reflects the quality and results of the service I provide.
Quality service is what people are looking for. Now, let’s talk about your book. You’ve already published one—are there more on the horizon?
Not right now. I’m still focusing on Trust Your Increments. I believe in the message of the book, and I don’t think it’s smart to abandon it too soon just because it’s not brand new anymore. The lessons in that book are timeless, and they still resonate deeply with me and my readers.
That’s such a great mindset. The message stays relevant, no matter how old it is. Now, let’s shift gears—what are your personal rituals and non-negotiable for setting yourself up for success each day?
Gratitude is huge for me, but I approach it differently than most people. Many talk about starting their day with gratitude, but for me, it makes more sense to end my day with it. By evening, I can reflect on all the small wins or lessons the day brought me. It’s easier to be specific then, rather than first thing in the morning when life with a toddler is already chaotic.
That’s such a refreshing take on gratitude. And you mentioned energy audits earlier—what does that look like for you?
Regular energy audits are essential. I evaluate what’s draining me—whether it’s tasks, commitments, or even people—and make adjustments to protect my mental and emotional space.
Have you always been good at setting and adjusting boundaries?
Definitely not. Growing up as a Southern belle, I was more focused on pleasing others. But in my 20s, I started learning to set boundaries, and I’ve only gotten stricter with them since becoming a mother. Parenting requires an energy level I never fully appreciated before. My daughter is my priority, and when she gets home at 3:30, I shut down work. I’m fully present for her, ensuring she knows her day and her feelings matter.
Lastly, what’s one key takeaway you want women to hold onto from your work and your journey?
I want women to like themselves—really, truly like themselves. I think when we see women being rude or angry, it’s rarely about anyone else. It’s often about how they’ve internalized what others have done to them or said about them. So, my message is this: You were made perfect. You are so incredibly capable, beautiful, and worthy.
And also, let’s be real—women do so much more than men on a daily basis. It’s okay to drop the ball or fail sometimes. We don’t have to carry the weight of the world perfectly.
Photography by Hosanna Wilmot
