At VEST, we love hearing from our members about how they approach business growth while maintaining balance in their personal lives. This month, we’re highlighting Rachel Rose Dazey, founder of Dillon Rose, a luxury fine jewelry atelier based in Tulsa, Oklahoma. As she celebrates 10 years of running her business, Rachel shares her strategies for setting ambitious goals, avoiding burnout, and staying grounded through intentional routines.
What is your approach to setting business goals at the start of each year? How do you ensure they are realistic yet ambitious?
Goal setting for me always begins with reflection. I evaluate what worked well and what didn’t—both financially and energetically. I ask myself: What energized me the most? What drained me? Then I envision the highest dream possibility for my business—what does the most ideal situation look like, and what stands between where we are now and where I want us to be?
From there, I gauge how far I think I can get toward that goal in a year. I always stretch the goal a little beyond what feels comfortable. Almost every year, I fall slightly short, but I live by the belief that regret is worse than failure. Stagnation scares me more than challenges, and that mindset keeps me setting big goals, which has served my business well.
What tools, systems, or frameworks do you use to create and track your business plan throughout the year?
My planning process starts with a big piece of butcher paper where I can jot everything down—messy or clean, it doesn’t matter. I highlight key goals and organize them into a Word document categorized by month and quarter. I print this plan and post it in the studio break room where I see it every day.
To keep the team aligned, I use monthly Google spreadsheets that outline our goals and targets. These tools keep us on track and allow for collaboration.
How do you evaluate your business’s performance from the previous year, and how does that evaluation inform your plans for the new year?
I take a deep dive into the financials, comparing product lines and marketing strategies against labor costs and overall energetic output. While tracking financial data is straightforward, evaluating energetic output is trickier—but equally important for me.
As a mother and a creative, burnout is the biggest threat to the survival of my business. I’m the most critical tool in my business, so protecting my energy and performance is essential. This evaluation helps me refine my plans for the year, ensuring that I focus on what matters most.
How do you prioritize which projects, initiatives, or investments to focus on in your business each year?
I start by considering my legacy: What do I want to be known for? From there, I prioritize projects that align with that vision and bring me energy. I categorize these initiatives by feasibility—some are long-term, like earning my gemologist degree, while others are tied to specific timelines, like custom engagement ring projects.
By focusing on initiatives that align with my long-term vision and excite me, I ensure that my energy stays aligned with my goals.
How do you delegate responsibilities and ask for help?
Delegation is something I’ve worked hard to improve. I’ve set up systems of accountability to keep my team on task, and I continue to practice direct communication. When I need help, I remind myself of Brené Brown’s quote: “Clear is kind.”
Clear communication and accountability systems have been essential for scaling my business and maintaining balance.
How do you integrate your personal goals (e.g., health, family, travel) into your yearly planning process?
Travel is a cornerstone of my self-care and business growth. I plan one to three trips each year that benefit both my personal life and the business. For example, this year, I’m traveling to Australia to deepen relationships with opal and sapphire miners. This trip will support my sourcing efforts, generate marketing content, and fulfill a personal dream of visiting Australia.
I also organize my schedule to align with my family’s routine. For instance, I plan major collection releases when my kids are in school, minimizing the need for extra childcare.
What habits or routines do you rely on to maintain balance between your personal life and running your business?
My two biggest routines are my morning ritual and sleep routine. I wake up at 5 a.m. on weekdays and start my day with a customized version of the VEST journal practice:
I write 3 “reasons for being” to ground myself in what motivates me.
I outline 3 tasks I must accomplish that day, followed by 3 more that would be nice to complete.
I map out my daily appointments and schedule.
This practice keeps me focused and intentional. After journaling, I either head to the boxing gym for an intense workout or do a yoga session before my kids wake up. I also incorporate gratitude into my mornings, appreciating things like nature, water, and the simple joys of life.
At night, I aim for 8 hours of sleep. If I have trouble winding down, I listen to a sleep meditation. These routines might seem rigid for an artist, but they’ve been game-changing for my creativity and productivity.
What boundaries do you set to protect your personal time while running a business, and how do you communicate those boundaries?
My morning routine is non-negotiable—my husband and kids know this, and I’ve made it early enough that it doesn’t interfere with their needs. Sundays are also sacred for family time.
While I allow flexibility for unexpected events, I stick to my routines as much as possible. Even if I’m sick, by the fourth day, I make sure to do at least a small workout and my three daily tasks.
What role does self-care or personal development play in your yearly planning, and how do you prioritize it?
Self-care is vital for me. Travel is one of the main ways I rejuvenate and grow. Trips like my upcoming visit to Australia are both exciting and beneficial for my business.
However, personal development, like public speaking and writing, has been harder to prioritize as I raise my children. I’m hopeful that as they grow older and need less from me, I’ll have more time to focus on nurturing my own talents.
How has having a peer support community like VEST benefited you?
Being part of VEST has been invaluable. As someone without a collegiate background, having access to a network of professional women has given me guidance and support when I’ve encountered challenges beyond my expertise.
Seeing other women pursue big visions and speak openly about their goals inspires me to keep taking my own ambitions seriously. It’s a reminder that we can move the needle by acting on our dreams—and having a community to lean on makes all the difference.
About Dillon Rose
Founded in 2015, Dillon Rose is a luxury atelier specializing in bespoke fine jewelry, custom engagement rings, and jewelry art. Rachel’s goal is to create heirloom-quality pieces that celebrate life’s most meaningful moments—loving relationships, major accomplishments, and personal purpose.
To learn more, visit dillonrose.com or stop by the studio at 1229 Charles Page Blvd in downtown Tulsa, or connect with Rachel on LinkedIn.