From poet to paper artist and conscious entrepreneur, Janna Willoughby-Lohr shares how she built a purpose-driven company that proves creativity and sustainability can spark community, connection, and real economic change.
Janna is the founder and lead artist of Papercraft Miracles, an eco-friendly handmade paper art studio in Buffalo, New York, creating everything from plantable seed paper to realistic paper flowers for clients like Lionel Richie, Lowe’s, Pinterest, and Capital One. Named a Top 10 NAWBO Woman Business Owner of the Year and featured on discovery+’s Meet Your Makers Showdown, Janna has carved out a powerful space in the art and business world by choosing impact over unchecked growth.
Her journey began with financial limitations that led her to Warren Wilson College, where she unexpectedly discovered the book arts department and experienced a spiritual awakening through papermaking. When traditional programs failed to support her vision, she built her own major, combining business, creative arts, and social work, at just nineteen years old. That innovative mindset taught her early on that artists don’t just need technical skill, they need communication, confidence, and courage to own their voice.
In our conversation, Janna dismantles the myth that artists can’t thrive financially and challenges the toxic “fempreneur” culture selling unrealistic success. Instead, she offers a framework of conscious entrepreneurship grounded in sustainability, community, and stakeholder-focused models like B Corps. She shares practical insights on scaling with intention, overcoming imposter syndrome, and designing businesses that honor both people and the planet.
We also dive into authenticity in leadership, the evolution of women’s roles in business, and the rising demand for connection in a digital age. Janna’s work proves that handmade, meaningful experiences can combat isolation and rebuild community, and that women entrepreneurs are uniquely positioned to lead this shift. This episode is an inspiring reminder that your creativity, your voice, and your vision matter more than perfection.
Tune in to hear how Janna is redefining success and lighting the path for purpose-driven founders everywhere.
Chapters
👋 00:56 Meet Janna Willoughby-Lohr
🎓 02:47 Discovering Purpose and Building a Business
🎨 06:02 Navigating the Realities of the Artist’s Path
👩💼 13:56 Women Leading and Redefining entrepreneurship
📉 23:25 Rethinking Growth and Sustainable Business
🤖 24:54 Understanding AI’s Impact on Creativity and Society
🛍️ 29:20 How Consumer Choices Shape Corporate Behavior
🌿 34:24 Building Papercraft Miracles with Sustainability
❤️ 39:10 Human Connection as the Heart of Leadership
Links
Website: https://www.papercraftmiracles.com/
LinkedIn: https://www.linkedin.com/in/janna-willoughby-lohr/
Check out Papercraft Miracles, connect with Janna on LinkedIn, and explore her sustainable handmade creations to get inspired to build with purpose and lead with heart.
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