Business Echo - Topaz Zafrir

In partnership with WeBC, Okanagan Echo is proud to spotlight women entrepreneurs who are building, rebuilding, and redefining business in British Columbia. 

Through this collaboration, we are highlighting founders whose journeys reflect resilience, strategic growth, and community impact - women who are not only scaling companies, but creating spaces of belonging and economic opportunity. Welcome to Business Echo.

For many women in business, the challenge isn’t capability - it’s visibility. Knowing you’re good at what you do is one thing, but showing up confidently, speaking about your work, and taking up space is often where hesitation creeps in.

Topaz Zafrir understands this deeply. As a Life and Business Coach based in Nelson, BC, she works with self-aware women entrepreneurs who are ready to stop playing small but find themselves held back by self-doubt, overthinking, and the fear of being seen. Through a combination of mindset work and practical strategy, she helps her clients build businesses that feel aligned, sustainable, and truly reflective of who they are.

With a background in Organizational Consulting and over 14 years of facilitation experience, Topaz brings both structure and depth to her work - guiding women not just in how to grow their businesses, but in how to show up fully within them.

In this Business Echo feature, Topaz shares her journey, the patterns she sees in women navigating visibility and marketing, and what it really takes to move from hesitation to confident, consistent action.

OE: Please tell us a little about yourself, what is your story?

TZ: To be honest, I didn’t grow up thinking I’d become an entrepreneur. And like many entrepreneurs, there are still moments when that question comes back.I moved to Canada for love and found myself in Nelson, BC, a small mountain town with limited job opportunities. With a Master’s degree in Organizational Consulting, I suddenly faced a very real decision. Do I settle for whatever job is available, or do I build something of my own, something that actually feels meaningful to me?I chose the second.

As I began working with local business owners, I kept noticing the same pattern. Capable, experienced women doing meaningful work, yet when it came to showing up or speaking about their business, something shifted. They would hesitate, doubt themselves, and hold back. I couldn’t ignore that gap between how capable they were and how small they allowed themselves to play.That’s what drew me into this work. Today, I support women in stepping into their voice, showing up with confidence, and building a business that reflects who they are and what they truly believe in.

OE: You work specifically with self-aware women entrepreneurs who struggle with visibility and marketing fear. What patterns do you see most often when women hold themselves back from showing up?

TZ: The inner critic tends to show up again and again. It sounds different for each woman, but the themes are familiar: “Am I good enough?”, “What if they judge me?”, “Why would anyone choose me? There are so many others like me.” Imposter syndrome is often right there in the background.

What’s important to understand is that this voice doesn’t come to harm us, it comes to protect us from rejection, failure, or criticism. But it often disguises itself as our “professional voice”, the one that tells us to double-check everything, wait a little longer, or be more ready.

Many things that feel responsible or professional are, in reality, just very well-disguised avoidance strategies. Instead of moving forward, women stay in overthinking, hesitation, and playing small. And over time, that has a very real impact on the growth of the business.

OE: With over 14 years of facilitation experience, how has your background in organizational consulting shaped the way you coach entrepreneurs today?

TZ: My background helps me look at the bigger picture of a business, its structure, direction, systems, target audience, and what needs immediate improvement. At the same time, coaching brings me back to the person behind the business, her vision, values, strengths, and internal experience.

My approach is holistic in that sense. When you’re self-employed, your business is an extension of you, and it needs to reflect that.So, the work is always a combination of practical and emotional. No two clients follow the exact same path. Each woman needs something different, both on the business level and the personal one. My role is to offer the right tools, create a supportive structure, and help build clarity, direction, and consistent action.

OE: When a client begins working with you, what kind of transformation do you typically hope to see in them over time?

TZ: It really depends on where a client is starting from.If she comes in with difficulty showing up, little to no consistent marketing, and low confidence, we begin by building that foundation. We explore where that lack of confidence comes from, identify the strengths and resources she already has, and begin to rewrite the patterns that have been holding her back. Step by step, she begins to take action and rely on herself more.

If she’s already established and looking to grow, the work often looks different. It might be applying for opportunities she previously avoided, expanding her business, hiring, having difficult conversations, or standing more firmly behind her value and pricing.In both cases, the goal is the same: moving from hesitation and self-doubt into clarity, ownership, and the ability to step into her power.

OE: Can you share a moment in your career that you’re particularly proud of?

TZ: I wouldn’t point to one big milestone. I’m actually most proud of the moments no one sees. There were quite a few points along the way where it would have been very easy to walk away. Times when results were slow, when I questioned myself, when it felt like it would be much simpler to just go get a stable job and stop pushing something that wasn’t “working fast enough.” And each time, I made a decision to stay. Not blindly, but with more clarity, more focus, and a deeper understanding of why this work matters to me.

What I’m proud of is that I kept choosing this path, even when it was uncomfortable, uncertain, and not externally validated yet. That kind of consistency doesn’t always look impressive from the outside. But over time, it’s what builds trust in yourself, and it’s exactly what I now help my clients develop in themselves.

OE: What’s a piece of advice you’d give to women looking to start their own business?

TZ: Be prepared for seasons. When you’re employed, there’s often more stability, a steady paycheck, predictable hours. In business, it’s different. There will be times with almost no movement, little to no income, moments that feel unclear and hard. And there will also be seasons of growth, where things flow, clients come more easily, and you feel like you’re riding a wave. It often fluctuates between the two.

It doesn’t mean you’re doing something wrong; it’s the natural rhythm of building a business, especially a new one. Understanding this ahead of time helps you prepare, both financially and mentally, so a dip doesn’t automatically turn into a crisis. Holding your sense of control more lightly and focusing on the overall progress is part of building something sustainable.

OE: If you had unlimited funds for one day, what’s the first thing you’d do for your business?

TZ: I’m deeply committed to learning and growth, so I would invest in experiences that expand how I think and how I work. I’d choose to learn from Tony Robbins, for his ability to create real movement in people, and Esther Perel, for her unique combination of directness, depth, and sensitivity.

Beyond that, I’d invest in attending meaningful events and gatherings around the world. There’s something very powerful about learning in person, meeting people who are engaged in similar work, and combining professional growth with real human connection and experience.

OE: What’s your favorite spot to relax or find inspiration?

TZ: Nature is where I come back to myself.Going on a hike, whether for a few hours or a few days, being surrounded by mountains, lakes, trees, and wide-open landscapes, helps me reset. Especially when it involves a bit of effort to get there, there’s something about earning that view. It’s usually a place with little to no reception, which allows for a much deeper connection, both to myself and to the people I’m with. That’s where I relax and where inspiration tends to find me again.

OE: How has WeBC supported your journey?

TZ: First of all, just discovering that there is an organization dedicated to supporting women in building their own businesses, especially while living in a more remote area, was incredibly meaningful. It immediately made me feel less alone. I started exploring their resources, workshops, and online opportunities, many of which were accessible and affordable, and that support made a real difference.

Being accepted into a peer mentorship group made an impact. Meeting other local women, receiving guidance, and supporting each other created a sense of accountability and connection that was very valuable. Later, when WeBC launched the Pollinator program, I knew I wanted to be part of it and help other women access these resources as well. Overall, it’s been a very positive experience, and I truly appreciate the role they play in supporting women entrepreneurs.

OE: What’s one thing about you that people might not know?

TZ: One thing people might not expect about me is that I’ve done several Vipassana courses. I went to my first one at 21, which basically means 10 days of complete silence. No phone, no talking, nothing to distract you. Since then, I’ve returned to it several times, both as a participant and a volunteer, in different countries. It’s been one of the more grounding experiences in my life.

OE: How can we reach you?

TZ: I'd love to stay in touch! Feel free to connect with me at:

Website

Instagram

LinkedIn

Facebook

About WeBC

WeBC is a not‑for‑profit that exists to make entrepreneurship more accessible for women across BC. Through business loans, free and low-cost programs, one‑to‑one support, and community, we help women turn ideas into resilient businesses. Learn more about WeBC and the support available at www..we-bc.ca