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Meet Trailblazer Elizabeth Giorgi

Today we’d like to introduce you to Elizabeth Giorgi.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
My new business, soona, was born out of my first business, Mighteor. Mighteor is a high-end video production company that focuses exclusively on helping brands breakthrough internet clutter with compelling videos.

Time and time again, we were finding that we had to turn away a lot of amazing customers because there just was no way to be able to provide professional level video and photo at a reasonable price. While Mighteor services the custom and high-end projects, the low end was relegating to stock content and DIY content. That just did not seem like a viable option for most brands.

My business partner, Hayley Anderson, and I started to think through the ways in which we could drive down the most expensive parts of production to offer an alternative. And about a year ago, the vision for soona came together. We wanted to be able to make professional photo and video affordable, accessible and available to all through a retail concept.

Now that we are open, it’s hard to believe that we were able to pull this off. But it was always the right decision to combine retail and software. It gives us a competitive edge that I hope will continue to keep us out front as a thought leader.

We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Building a business is NEVER smooth. There will be challenges and there will be struggles. Last spring, when we decided that soona needed a retail location – we had to visit with 20 banks before we could get the financing for our remodeling after our first bank fell through, despite making a commitment to finance our build out.

These kinds of things happen all the time. When you think something is on lock, it falls through for one reason or another.

The most important thing is how you react to the hard things that can happen. Hard things WILL happen. So all you can do is control how you react. For me, I try to always think through: OK, what is the next three steps that I can take to improve the outcome here? How can I find a silver lining in this bad thing happening?

Asking yourself the questions you would ask a friend or colleague when they are trying to problem solve is going to help you get clear and build confidence in your decision-making ability.

We’d love to hear more about soona and Mighteor.
soona is a fast-casual content studio powered by our proprietary software platform, C2C. With soona, a customer just needs an idea for photo or video. They go online and can book an appointment and then select from a context menu of professional photo and video options. Then, they visit soona here in Denver on South Broadway. We have everything they need: a talented crew, 4K cameras, cinematic lighting, and even props.

Production is a fun and interactive experience inside soona. You are handed an iPad so you can watch your content being created in real time. And then you can select the items you would like edited. All of your content is delivered within 24 hours, directly to your inbox. All for only $393

We’re interested to hear your thoughts on female leadership – in particular, what do you feel are the biggest barriers or obstacles?
The obvious barrier is myself! I am really hard on myself and don’t always stop and appreciate or feel as much gratitude as I should for how much progress we have made. It’s important to stop and recognize what you have accomplished and what you have done for others on this journey. Every time I remember to feel more gratitude, I feel more hopeful about the future. And that hope is important for not just me, but my entire company.

At large, I think one of the big challenges we have as an entrepreneurial community is that we have not been able to find answers to important questions about financing women-owned businesses.

It’s simple facts: Women-owned businesses have a harder time getting bank loans. We have a harder time raising capital. The numbers don’t lie. And the truth is that it is VERY hard to grow to the next level in any business if you don’t have a way to leverage some kind of financial tool.


  • $393: Pop-In soona visit for 9 photos or 1 video
  • $453: Monthly soona membership guarantees 1 booking per month, 10% off all additional hours and unlimited storage

Contact Info:

Image Credit:
soona studios

Getting in touch: VoyageDenver is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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