The Heather Sager Show 240. How Kristina Bleiler Broke Her Own Rule and Started Teaching DIY Design [Refresh Series]
Episode 3 of the Spring Refresh Series
What if refreshing your business isn’t about changing everything — but simply making room for more of what you’re being called to do?
In this episode of The Ramble Refinery, I’m sitting down with brand designer and strategist Kristina Bleiler of Gem Creative Co. to unpack what it really looks like to expand your service-based business without walking away from what’s already working.
Kristina didn’t blow up her brand design studio. Instead, she added a whole new layer to it — a DIY branding course for solopreneurs who want to become their own creative directors.
Here’s the twist: Kristina once believed that branding had to be done-for-you to be effective. Like many experts, she thought DIY design couldn’t hold a candle to professional work. But over time, she challenged her own belief — flipped it upside down, actually — and built a program that now serves an entirely different group of buyers she once thought she couldn’t help.
You’ll hear:
- Why changing your stance doesn’t mean abandoning your expertise
- How Kristina created her DIY program without ditching her high-end branding clients
- What she had to learn (and unlearn) to go from expert designer to brand educator
- The subtle difference between coaching and consulting—and why she identifies as a brand tutor
- How to follow your curiosity and serve new audiences without losing your core identity
If you’ve ever felt pulled toward a new offer, format, or audience—but questioned whether it fits inside what you’ve already built—Kristina’s story is the gentle nudge to explore what’s possible. This one’s a must-listen if you’re asking yourself: Can I really do both?
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