Startup · October 24, 2025 · 2 min

The Season of Becoming

“This isn’t the season of success. This is the season of becoming.” The sprint of being an entrepreneur since I was 17 years old was never a straight line up. It was wild, unpredictable, and painfully beautiful. I started with n…

“This isn’t the season of success.

This is the season of becoming.” The sprint of being an entrepreneur since I was 17 years old was never a straight line up.

It was wild, unpredictable, and painfully beautiful.

I started with network marketing because I wanted to learn sales - to understand how people think, decide, and believe.

Then came a martini bar, funded by the inheritance I received when my dad passed.

After that, came everything else: a modeling and events company, a clothing line, a food business, fuel trading, real estate deals … one venture after another, each carrying hope, hustle, and heartbreak.

None of them became ultra-successful.

But every single one became a teacher.

Now at 45, after mediating multimillion-dollar deals, surviving failed partnerships, being scammed more than once, and even spending seven days in jail for something I didn’t do - I see it clearly: I was being prepared.

Every betrayal built my discernment.

Every delay sharpened my patience.

Every loss stripped away what was no longer me.

This isn’t the season of success.

This is the season of becoming.

Becoming the woman who can hold everything she prayed for.

Becoming the leader who understands what power truly means.

Becoming the mother, the builder, the visionary who no longer seeks approval - only alignment.

I used to think success was about speed.

Now I know it’s about substance.

Because what good is the crown if the woman wearing it isn’t strong enough to keep it on her head?

This season has taught me that becoming is rarely glamorous.

It’s painful.

It’s lonely.

It’s nights questioning your worth and mornings forcing yourself to believe again.

But it’s also sacred.

Because in the breaking - you’re rebuilt.

In the losing - you’re refined.

And in the silence - you finally hear your own voice again.

I don’t know exactly what’s next.

But I know I’m ready.

Because this is no longer about chasing success - it’s about embodying purpose.

And maybe that’s what becoming truly is: learning to rise, even when no one’s watching.

EMPRESS.

- Avi Siwa

Founder of Hooked