"I’m a woman of a generation that was probably the first generation of women told you can be whatever you want, and you can do whatever you want."
Sarah Naccarato, Iconography Studios
From Corporate Grind to Creative Freedom: How Sarah Naccarato Built Her Dream Business
Sarah Naccarato, Iconography Studios
Quick Facts
Location
Business Type
Independent
In Business Since
2008
Customer Since
2008
Employees
2
Her Story
The glow of fluorescent office lights, the hum of conference calls, the rush of boarding another long-haul flight to India – this was Sarah Naccarato’s reality for years. Her corporate career was demanding, filled with high-stakes decisions and relentless travel. But between meetings and airport terminals, a thought kept nagging at her: What if I built something of my own?
She had spent years building someone else’s dream. It was time to build her own.
Driven by her passion for creativity and a desire for more control over her future, Sarah made the bold move to leave the corporate grind behind. Alongside her husband, James, she launched Iconography Studios in Los Alamitos, California, bringing high-end vehicle wraps, custom signage, and fine art reproductions to life.
Sarah took control of her future in more ways than one. With the help from Guidant Financial, Sarah turned her 401(k) into the capital she needed for a cash-rich and debt-free start.
Now, with over 15 years of leadership experience, she’s grown Iconography Studios into a successful company, serving corporate clients who expect nothing but the best.
Here’s how she made the leap – from high-pressure boardrooms to building a business on her own terms.
From Burnout to Business
Sarah knew it was time for a change. The long hours, constant travel – she was done building someone else’s dream. “I wanted to be in control of my time and how I spent it,“ she says.
That realization hit hard during a business trip to India when she was six months pregnant with her third child. She had taken a short getaway with a friend, but both of them fell horribly ill. As she recovered, one thought kept running through her mind: I don’t want to do this anymore. She was tired of missing time with her kids and husband, tired of corporate business travel, and ready to be her own boss.
And she knew what she wanted: a local business, one where most of her clients were nearby and where her schedule was hers.
“I wanted a Monday-to-Friday, 9-to-5 job. No more conference calls at midnight, no more weekend work. And I wanted full control over how we spent our money,“ she says.
That’s when she stumbled upon a sign manufacturing co-op, a network of 200 independent sign companies across the country. It checked all the boxes. Not only did it offer a proven business model, but it also gave Sarah something invaluable: a built-in community of entrepreneurs who had been in her shoes.
“These were people who had similar backgrounds and challenges. It made all the difference,“ Sarah says. But the support wasn’t one-sided. “We would help them, and they would help us,“ she adds. It was collaboration at its best.
By taking the leap, Sarah didn’t just start a business. She built a life that gave her the balance, stability, and control she had always wanted.
Betting on Herself: How Sarah Funded Her Business Without Debt
Every small business owner knows that cash flow is king. Sarah was no exception. “We started our business with ROBS, using my 401(k.),“ she explains.
Years in the corporate world had helped her build a strong retirement fund, and instead of taking on loans, she saw an opportunity to invest in herself. “It just seemed brilliant to me to do this without taking on any debt,“ she says.
Research was second nature to Sarah. In her previous career, she had spent 15 years in executive search and even built a research center in India. So when it came time to figure out the best way to fund her business, she dug deep. What she found was Rollovers for Business Startups (ROBS) – an option that allowed her to roll over her retirement funds to launch her company without borrowing a dime.
Her husband, James, was hesitant at first. Tapping into retirement savings felt like a big risk. But as the business took off, he saw the value. Not only did he continue his own art, but he gained a studio right inside the shop. And when clients came in with unusual requests, James always had a creative solution.
One of their first unexpected projects? Wrapping trash cans. “At the time, it felt kind of odd,“ Sarah recalls. But as the trend grew, so did their business. Over time, their focus shifted almost entirely to vehicle wraps – a move that helped them carve out a reputation for high-quality, custom graphics.
By investing in herself, Sarah didn’t just start a business – she built one with financial freedom and creative flexibility from day one.
Building a Business, One Connection at a Time
Once business was booming, Sarah knew that success wasn’t just about great products. It was about people.
She made it a point to meet someone new every day, whether it was a fellow business owner, a potential client, or a local leader at a networking event. “This was before the internet was what it is today. We didn’t even have a website when we started,“ she recalls.
In her hometown, Sarah also joined multiple networking groups, from the Chamber of Commerce to the Rotary Club in Long Beach, where membership was over 450 strong at the time. These networks gave Sarah a way to build real connections and establish her reputation, helping her company become a recognized and trusted name in her community.
Part Startup, Part Franchise
“The Sign World model represented the best of both worlds,” Sarah says. That’s because it had all the benefits of a franchise – the support, training, and group buying power, combined with the freedom and flexibility of starting a business from scratch.
Sarah invested around $200,000, including a $35,000 fee that covered her investment, court costs, and membership in the Sign World Organization. And the rest of it was all allocated to computers, printers, office furniture, and even some materials.
Sarah felt they hit the ground running, and by year five, their business was being showcased. But to get there, Sarah and her husband had to meet with Sign World many times for training and conversations to be assessed as business owners.
“They want you to be successful, and they don’t want to bring on people who go out of business two years later,” she says. “They want you to thrive because that’s a big part of their success story too.”
Sarah did due diligence on her end, too, meeting other owners and talking with them about their experience.
Sarah's Path as a Woman Business Owner
Sarah grew up in a generation where women were told, “You can be anything you want.“ But as she climbed the corporate ladder, she often found that reality didn’t always match the promise. Executive positions were still dominated by men, and despite her talent and drive, she felt the weight of an uphill battle.
That was part of what pushed her toward business ownership. She wanted control – not just over her career, but over her time. In the corporate world, she was always chasing the next job, promotion, or bonus. “That’s not fulfilling,“ she says.
Owning her own business let her break free from that cycle and define success on her own terms. Now, she structures her week into time blocks, getting her work done while still making space for what matters most – family, creativity, and play.
“It’s a huge boost in lifestyle,“ she says. Along with that shift came something even greater: a life with less stress.
“I‘m not worried about what people I don’t really care about think – about their job, my job, or what the company is doing,“ Sarah says. Instead, she’s focused on building her business while living the life she always wanted.
Looking Back
If Sarah could go back in time, she would have done a few things differently. First things first, she would have started with a website. She also would have taken a line of credit when it was offered. She notes, “When you have the startup cash and you’re opening your bank account and they offer you a huge line of credit, take it. That’s my advice.”
Sarah goes on to say, “You can have three things: a cheap price, good quality, and a fast turnaround. And you can only have two of those three. We always focused on good quality and fast turnaround.”
Sarah leaves us with one last piece of advice: “Just believe in yourself; If you believe in yourself and that you can do it and that you will do it, you will do it,” she says. “I think it was something that was instilled in me very young by my parents and my grandma that you can do whatever you put your mind to.”
Sarah’s story is proof that taking control of your time and future is possible. Hear her full conversation with Jeremy Ames on the Create the Life You Want podcast, where she shares her transition from corporate executive to successful business owner. Catch the episode now on your favorite podcast platform:
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