Kim Lawton Shares Insights from the Business of Her Conference

On November 15, the SAHARA Las Vegas came alive with the inaugural Business of Her Conference, an empowering, sold-out gathering created by Alexis Meruelo of Meruelo Group to elevate women in leadership and entrepreneurship. The day brought together founders, executives, creators, and community leaders for a one-day experience focused on courage, connection, and taking bold action.

Kim Lawton, Co-Founder of the Enthuse Foundation and Enthuse Marketing, was featured as a speaker on the opening panel, inspired by the film Show Her the Money. Kim joined Executive Producer Catherine Gray and investor Azin Radsan van Alebeek for a conversation on funding women entrepreneurs and the urgent need to bridge the capital gap.

“Catherine and Azin are a wealth of knowledge,” Kim shared. “One thing we all agreed on is that when an investor says yes, it ultimately comes down to believing deeply in the founder’s vision.”

For Kim, the Business of Her Conference felt deeply aligned with the Enthuse Foundation’s mission.

“Every detail was designed to foster community,” Kim said. “People showed up real—not as the version they thought they needed to be. That authenticity creates trust, and trust is where real growth happens.”

The Enthuse Foundation also supported the conference’s Business of Her Grant Pitch Initiative, which spotlighted Nevada-based women founders and provided them with a platform to share their ideas.

Jill Shlesinger, founder of Starburst Parlor, took home the top prize and $10,000. At the start of the COVID-19 pandemic, Jill found herself suddenly unemployed after the Las Vegas café she managed shut down and was sold. To cope, she turned to baking—experimenting with gluten-free and sugar-free recipes while following a ketogenic lifestyle.

Encouraged by a successful entrepreneur friend and inspired by the desire to bring joy to people with dietary restrictions, Jill took the leap and founded Starburst Parlor. In fall 2021, she opened her first brick-and-mortar bakery. Her next goal is to expand Starburst Parlor to include dine-in seating.

“Winning this grant was like such a heavy weight lifted off my shoulders,” Jill said. “I can focus on the menu now with my son and decorating. All the fun details that dreams are made of. It’s our greatest joy to serve you safe foods.”

Dawn Barnes, Founder of RGD Construction, and Letty Ketner, co-founder of Leticia's Cocina & Cantina, also participated in the pitch.

Watching these entrepreneurs pitch was a standout moment for Kim.

“It was incredibly emotional to see the founders take the stage,” she said. “Moments like that remind you why this work matters.”

For Kim, the message that carried through the entire day was simple and transformative.

“Be bold and just start,” Kim said. “No matter what idea or plan you have right now (ie. asking for a promotion, learning a new skill, starting a business), just take that step.”

Bottom Line: Alexis Meruelo was bold and brought her idea to life. She didn’t just launch an event; she ignited a movement. And the Enthuse Foundation was honored to be part of its very first chapter.