In this episode of The Alchemy of Success, Jeneva Bell — founder of Ruggable — Jeneva shares her unfiltered story of building one of the most recognized rug brands in the U.S. from the idea that started in a drab studio apartment with white carpet and a dog who just couldn’t help himself.

Our conversation moves through Jeneva’s long arc of entrepreneurship: the failed fragrance line that left her in debt, years of licensing deals that went nowhere, and a powerful mindset shift at 40, as well as the spiritual inner work that became the foundation of how she runs her Business. Jeneva offers a grounded, deeply honest look at what it took to create a thriving, internationally recognized brand even when most people would have long given up. We also cover why joy, she believes, is more powerful than love.

In this episode, we explore:

• Jeneva's early entrepreneurial failure with Flowerbell and the $35,000 lesson in debt and resilience
• The real estate crash in Las Vegas and how a chance meeting in an elevator sparked a new partnership
• Starting a company without a product: XC Creative, the Home Shopping Network rep, and the infamous used-shoe pitch
• The ”aha moment” behind Ruggable's washable, two-piece rug system — dog pee, white carpet, and a duvet cover
• Why Ruggable took nearly nine years to gain traction, and the licensing deals that shelved the product
• The mindset shift at 40: letting go of ego-driven goals and redefining success beyond traditional markers
• The role of spiritual practice — from Buddhism to Eckhart Tolle — in sustaining a founder through darkness
• Why joy (not just love) is the highest vibration, and how to actively cultivate it when it feels foreign
• The direct-to-consumer breakthrough that finally changed everything for Ruggable
• Building and delegating to a world-class team, and the three eras of Ruggable's growth
• The alchemy of entrepreneurship: inner work, high vibration, and creating something from thin air.

Timestamps / Chapters

00:00 Rapid fire: breakfast, astrology, human design, and the tools for alignment

02:41 Early ventures: Flowerbell, the $35,000 debt, and the price of failure

05:06 From real estate boom to crash: meeting Sarah and watching Joy Mangano on HSN

08:01 Starting a company without a product: XC Creative and the elevator pitch

11:30 The aha moment: white carpet, dog pee, and the duvet-cover concept

13:31 Eight years of struggle: licensing deals, HSN disappointment, and partnership separation

16:01 The 40th birthday reckoning: no kids, no money, no relationship — and the decision to choose joy

18:32 Joy as a survival strategy: horses, lemonade, and the sound of snow

22:24 Balancing action and surrender: the tree meditation and co-creating with the light

26:13 The domino effect of mindset: how letting go of ego-driven goals exceeded all goals

29:02 Spiritual foundations: Buddhism, Eckhart Tolle, trauma, and the long journey inward

33:22 Darkness and light: how trauma disconnects us from joy, and how to find our way back

36:39 Building the team: three eras of Ruggable and the art of delegation

40:36 The direct-to-consumer breakthrough and finding the right VC partner

43:30 The alchemy of success: creating gold from the inside out and breaking your own glass ceiling

Guests

Jeneva Bell | ruggable.com | @ruggable | @jenevabell

Host Info

Trinity Rose | CXO — Brand, Marketing and Business Strategist

Website: illumeconsultingstudio.com

Instagram: @illumeconsultingstudio

Produced By

Produced by Quentin Self

Executive Produced by Alicia Liu

Resources Mentioned

• Power Versus Force by David Hawkins
• The Passion Test by Janet Bray Attwood and Chris Attwood
• The Identity Code by Larry Ackerman
• A New Earth by Eckhart Tolle
• Many Lives, Many Masters by Brian Weiss
• Bhagavad Gita
• Joy Mangano and Huggable Hangers