Tarot-volution through the ages: a 25-year timeline of my business. (Hairstyles, favorite decks, big fat mistakes, and what I learned each year.)

Before I knew my destiny….

1988: A palmist on the beach tells me that my crooked little fingers means that I will one day start my own business and “never need a man for a thing”. I thought he was nuts because I had no business skills or ideas to speak of. Plus I was a freespirited rocker gal. Business? Pfft. But I did have a few years of tarot under my belt. Just no idea of how important a role it would play in my life. Lesson #1: do not dismiss a prediction as silly just because you cannot see it.

1989 – 1990: Busy perfecting my reading skills on anyone who would let me. I would read constantly for friends, strangers, coworkers. A career was forming but I was still not able to see this for myself. I was just grateful that people trusted me enough to allow me to read for them. Lesson #2: to get good at any skill, practice. A lot.

My deck of choice: Rider Waite Smith.

My look: gothy. Long black hair and all black.

1990 – 1991: Bored with my bartending gig, I start bringing my tarot cards into the bars and clubs where I worked. Soon, I’m making more money reading the cards than slinging drinks. People ask me if I would consider giving them a more in depth reading outside the bar – and they offer to pay me. I announce to my boss that I may just start a business and that boss tells people (behind my back of course) that I will fail. I quit my job as soon as I find out. A Tarot Boss is born. Lesson #3: never let someone piss on your dreams.

1992: I don’t know a thing about business but launched my self out into the world anyhow. I’m also with the man who will become my husband (that’s us below!). He’s a death metal musician and he encourages me with self employment. Cause death metal musicians do not like to work for “the man”. Lesson #4: even if it scares the pants off you, do it anyhow.

Husband and me, all Bonnie ‘n Clyde, goth style

1993: I am beginning to develop a bigger following by reading in bars and metaphysical shops. The pay sustains me and my skills get better, faster. Lesson #4: bring the people to you by going to them.

I switch from the Rider Waite Smith tarot to the Cosmic Tarot.

1994 – 1995: I am doing private parties and corporate events in addition to bars and new age stores. Business is brisk but I long for an office because I’m actually an introvert and not well suited for all this party stuff. Plus some of these parties are in super dangerous sketchy hoods. Sometimes I am scared to leave with a wad of cash in my purse. I also quit smoking during this period and no longer want to do the bar gigs. But first I decide to raise my rate for the main bar I’m working. The owner claims she can’t afford it. I quit immediately and decide to never read in another bar again. My lungs thank me. Lesson #5: trust your gut and never work under dangerous conditions or for people who don’t value your services.

1996: A unit in our building opens up and I am determined to grab it and have an office in my living quarters. Cautious husband isn’t so sure this is a wise idea. I do it anyways. Lesson #6: never let someone else’s fears become your own.

1997: Turns out the building we are living in is in trouble due to the landlord not paying his taxes. We decide to buy the building. Now I have to get REAL serious about business because half assing it ain’t gonna cut it when you are trying to get a loan. Time to boss up and get an accountant. I’m also teaching tarot to small groups. I learn that I am a decent teacher. (After years together, husband and I tie the knot. Never thought I’d get remarried but glad I did!) Lesson #7: you begin to manifest bigger things when you step up your A game.

I’m back to the Rider Waite Smith Tarot.

1998: My children give me a used computer because they want me to get high tech. I’m resistant because I “don’t see a need for it”. I play around on it but don’t do much. Still teaching and doing parties. Lesson #8: resistance to technology is futile. Don’t be an old fart.

1999: I realize my accountant is not managing my taxes right. Scared, I fire him and get a hard core, serious Virgo accountant. I’ve been with him ever since. I also fire a client for the first time. Lesson #9: get rid of people who are inept or rude. Hire the best and only work with those who treat you with respect.

2000: I raise my rates after years of being very low. A few clients get mad. But more show up. I’m working my ass off more than ever. I’m also dealing with some students who are being disrespectful. I put the hammer down and close a whole class. Lesson #10: being the best deal in town doesn’t mean jack shit nor does it earn you respect. Charge a living wage and don’t be afraid to be a hard ass when someone acts like a douche in your orbit.

2001: I am toying with the idea of letting my hair go au naturel after years of dying it black. A client tells me that I won’t last six months. In the face of that bet, I stop dying my hair (did you notice that there is a theme here of me not liking to be told what to do?). My Morticia look is now replaced by a glorious reddish brown with tinsel like silver running through it. This softens my look and makes me more approachable to conservative clients – especially the business ones I seem to be serving on a more regular basis. Lesson #11: it’s okay to be your natural self. In fact, people may just prefer it.

2002: Watching “Training Day” with my husband and I remark that I’ve been “working parties like that” during a scene where Ethan Hawke is being held by gun point in a bathtub at a drug dealer’s house. Husband looks at me like I’m nuts and tells me that I am no longer doing parties in dangerous areas. I’m also less into punk and more into rap these days so the whole goth look is starting to fade. Lesson #12: you do not have to go anywhere that involves guns and gangs. No amount of money is worth it. Lesson #13: Denzel Washington is a great actor.

2003: A friend tries to talk me into creating a website. We put one up and it’s painstaking because I know nothing about websites and this particular friend made it seem like a big, convoluted pain in the ass. I take it down after a short while and vow to stay off the internet because it’s “too hard”. This move costs me a lot of money but I can’t see it yet. Lesson #14: just because it seems hard doesn’t mean you should give up. It may just cost you in the long run. Buck up and just do it.

2004 – 2005: Busy busy but starting to feel a pull that I need to evolve. There is an energetic shift happening around me and around my biz world but I don’t know what it is yet. So I keep on plugging away. I’m starting to learn a lot about business behind the scenes. I discover that I have an immense passion for it. I also become certified as a yoga teacher. In my teacher training program, they have a whole day devoted to how to run a business. I devour that info and open up a mini studio. It’s a success and still going to this day. This inspires me to work harder at making my tarot business more legit and solid. I tighten things up more. One of my clients breaks her hip and can no longer manage my stairs. She asks me if I would read for her over the phone. It works brilliantly so I begin offering phone sessions for other clients. Lesson #15: one path may lead to another one.

2006: Big monumental year for me. My mother dies and suddenly, I’m in charge of my ninety something year old father. I also figure out what that pull inside is: I decide I need a website, NOW. I buy a few books on how to do it and then put one up myself. It’s ugly as hell but I am just delighted to have something on the web. Lesson #16: the first time isn’t perfect. That’s okay.

I start playing around with all kinds of tarot decks. I’m using many different ones depending on my mood.

2007 – 2008: doing a delicate balancing act between managing my dad’s affairs and trying to run my businesses. This is an exhausting grind but I put on my happy tarot face, ground myself and keep on keepin’ on. I also start putting severe limits on the days and hours I work so that I can keep my sanity and make sure Dad is okay. Lesson #17: family first. Take time off.

2009: I start hearing about social media so I thought I might want to give it a look. I discover Twitter and am in love. I even make some great friends that are still my pals to this day. I feel less isolated. I find a tribe of tarot lovers like me. My website starts getting some real traffic. (PS I am now getting more tech savvy than my kids! Huzzah!) Lesson #18: try new things and you may be surprised at what you discover.

2010: Two big things happen this year. My father passes away which leaves a lot more space in my life to focus on my businesses. I also enroll in the first B School and learn how to really run a website and market my biz. I change my site and watch the stats grow more. There’s something to this web and social media stuff. I also launch an internet radio show and work on another one, Beyond Worlds. I think I like radio. Geminis like any excuse to talk. Lesson #19: bite the bullet and take a good business class. Your business will thank you.

I am reviewing tarot decks and receiving all kinds of interesting decks in the mail. I feel like a hoarder and start to stress out over it.

2011: My website is growing by leaps and bounds. I am now doing readings all over the world with some amazing people. I hire a designer and a copywriter. I’m ready to do a big time investment. It pays off. My relaunch is a glowing success and I’m writing a lot about metaphysical business in addition to tarot stuff. I’ve become addicted to blogging and I decide to quit doing internet radio. I don’t have time for it any more. Lesson #20: hire the very best people you can find. It is worth every nickel. (And yes, this is a repeat lesson for me. You HAVE to invest in your business if you want to see real, tangible growth.)

I’m full circle back to the Rider Waite Smith tarot. I realize that I am a traditionalist at heart.

2012: I quit doing parties. BEST decision my introvert self ever made, hands down. I never look back. I also launch Tarot Business In a Box (I created this so other readers won’t have to learn the hard way like I did) and some more digital products. Things are humming along at The Tarot Lady hub, big time. Lesson #21: if it doesn’t suit your nature and makes you miserable, find a way to ditch it. Preferably FAST.

2013: I launch Open For Business and it sells out in 5 hours flat. Later that year, I launch another digital classroom and it also sells out. I also start Talking Shop with cohost Bri Saussy. This metaphysical show gathers rave reviews. Before the year ends, I create a retreat, open the doors and blammo – we’re 60% sold out. Lesson #22: if you keep at it long enough, you will succeed beyond your wildest dreams.

My hair is streaked with white and silver. I no longer look like a kid and I’m fine with it. In this industry, a little age makes people take you seriously.

And now I’m happy with the Radiant Rider Waite deck – a colorful version of the traditional Rider Waite Smith deck.

You can’t see all the gray due to the lighting but trust me, it’s there.

2014 and beyond: All kinds of good things poppin’ at The Tarot Lady hub this year and I’m looking forward to seeing how this unfolds. I feel I’m JUST hitting my stride.

A big thank you to everyone who has used my tarot services over the years. Ultimately, nothing happens here without YOU. THANK YOU.

Blessings!

Theresa

photos from my private collection, Kat Schleicher and Jessica Kaminski

special thanks to Alexandra Franzen for inspiring this post

In business a long time too? What are your biggest lessons? Share your stories in the comment section below: