Lily Geiger is a 26-year-old entrepreneur and founder of the non-alcoholic aperitivo brand, Figlia. Through her business, Lily hopes to continue to engage in open conversations surrounding alcohol consumption, and create an accessible community that welcomes those who are sober, sober-curious, or those just looking to try something new.

This mission is deeply personal to Lily, who for most of her young life, watched her father battle with alcoholism and at the age of 20, tragically lost him to the disease. Lily's first hand experience with alcoholism makes the introduction of Fiore Frizzante all more meaningful to her. To continue supporting this community, Figlia donates a percentage of all sales to Partnership to End Addiction, a non-profit that focuses on offering assistance  for individuals and families impacted by addiction.

What movie do you find inspiring?

Joy (2015).

Any moments where you thought you’ve bitten off more than you can chew?

All the time. I think when you are a small business owner, you often feel the pressure to get as much done at once as possible to keep up with competitors, which often means that you spread yourself too thin.

What keeps you motivated as an entrepreneur when you hit bumps in the road?

Brand mission (i.e. why I started Figlia) and good company around me in the work space. You need people in your court who believe in you!

How do you set yourself apart from other businesses in your industry?

Figlia is proud to be a brand that speaks openly and honestly about alcohol consumption, especially the side of it that is less glamorous and more destructive. This sets us apart from a lot of the other brands in our industry, who are less likely to highlight those kinds of things because they are hard to talk abouts.

How important is company culture and what is your top tip to get it right?

I think that company culture is one of the most important pieces of running a business. If the people who are working alongside you are unhappy or unmotivated, how can you expect them to go the extra mile. My biggest tip would be to check in with these people, prioritize them and treat them with respect. I don’t really like to say that people work “for” me and prefer saying that they work “with” me because I would be nowhere without them.

What’s the single most important decision that you made, that contributed to your business?

Hiring to fill the gaps. One person can’t do it all!

Describe your business in three words.

Honest, real, chic…

What are your top tips for entrepreneurs wanting to get their business out there?

Start wherever you can! Maybe that means just fleshing out your idea on a notepad or talking with people you trust to get their opinion. Once you start to do that work, things start to feel a lot more real and within close reach.

What are your thoughts on ‘no sleep’ culture as an entrepreneur?

I think it is so backwards. I watched an interview with Kobe Bryant, where he says that once he started getting better sleep, he started playing better than he could have imagined and that’s pretty much been my mindset ever since.

What routines have you got in place to ensure that you don’t ignore your mental health?

Getting  outside everyday for some fresh air, talking to friends, exercising in a way that is actually enjoyable to you and cooking a meal that you’re excited about at the end of the day!

Entrepreneurship can be a lonely journey. How are you combating that feeling whilst pushing forward?

I am a big proponent of therapy and think that it helps me regain the strength, courage and thick skin that it takes to run a business, especially as a 26 year old that is still figuring everything out. I also think that good company is everything so talking to friends and loved ones on a daily basis really helps with separating myself from work and realizing I have a whole life outside of what I do that is there waiting for me whether I succeed or fail.