Start Up Princess Profile

Name: Liz Rosenbaum

Hometown: Born, Raised and currently living in Spanish Fork, Utah.

Current Residence (City, State): Spanish Fork, Utah.

Education: Some college and an Associates Degree in the School of Hard Knocks.

Professional Background (brief, please): I started working for my parents company Keeping Memories Alive, in the customer service department when I was a senior in high school. I loved it so much that I decided to study business in college. From there, I quickly moved up to new opportunities and new adventures. I designed and published my first scrapbook idea book targeted toward teenagers when I was 19 years old. Later, I published a wedding idea book and followed that two years later by publishing a baby idea book. I have taught many scrapbook classes throughout Utah and the Western United States. I was invited to write several articles for Creating Keepsakes Magazine and have been a guest on the local TV show, Good Things Utah. I have designed, and directed the manufacturing of new scrapbook products for our company and now oversee our international design team. I currently reside as the vice president of Keeping Memories Alive.

What you wanted to be when you grew up: A wife and a mommy.

What you are: A wife, mommy, and business owner.

Brief Summary of your Start Up: My husband and I bought a family business that we had been involved with for several years that was already established and rolling. When the opportunity presented itself for us to purchase the company, there really wasn’t any question as to whether or not we would do it. It just fit with us, we felt comfortable with it, and we enjoyed what we did! Basically, we just thought, “why not?”

Company Website?

What inspired you? When I was a little girl, some of my favorite pastimes were looking through our family scrapbooks, and sitting down and dictating to my mom what I wanted written in my journal. I am a very sentimental person, so remembering anything special, whether it is big or small is important to me. I began scrapbooking my memories as soon as I could cut paper and now when I see my kids enjoy their scrapbooks, it inspires me even more to keep our memories alive.

How long have you been in business? My parents started the company in 1981, so this year marks our 25th year! I have been with the company “officially” for 10 years and my husband has been there for 8 years.

How did you fund it? We used a huge chunk of our personal savings as a down payment and also have arrangements worked out with my parents which allow us to purchase the business slowly over time.

Do you have a Fairy Godmother (or Mentor)? My mom was my mentor in many ways. She taught me a lot over the years by her example and dedication. I learned so many valuable things from her as well from my dad who is a Harvard Graduate. In my eyes, he’s one of the smartest men around – although he’d never agree with me. (He’s very humble…an attribute I love and admire about him.)

Do you belong to any Business Organization or Networking Groups? No, but I’d like to belong to one. I’ve considered it in the past, but felt like my time wouldn’t allow even one more meeting to be squeezed in. I try to limit any work events that take away time from my kids.

Current Business Challenge? My main goal is to learn more ways that we can market our website and increase our traffic and sales. Another goal I have is to start my blog (it’s almost done) and have it very informative, professional, and inspirational.

What are you doing about it? I’m allowing myself to network a little more. Actually, I stumbled upon my new friend Kelly – who has a wealth of knowledge when it comes to marketing. She has pointed me in the right direction, given me ideas, introduced me to other marketing gurus and shared many of her talents with me. It has blossomed into much more research on my part and excited energy that I was lacking. As far as blogging goes, I am reading some books about them and will be attending a class on how to blog correctly in the business world. If I’m going to do this (which I have resisted until now), I’m going to start it off right!

Favorite motivational quote: I have two:

1. In the middle of difficulty lies opportunity. – Albert Einstein
2. We don’t have to be fast, we simply have to be steady and move in the right direction. We have to do the best we can, one step after another. The only thing you need to worry about is striving to be the best you can be. And how do you do that? You keep your eye on the goals that matter most in life, and you move towards them step by step…That is easy enough. We don’t have to be perfect today. We don’t have to be better than someone else. All we have to do is to be the very best we can. – Joseph B. Wirthlin.

Family? I have a wonderful husband of 7 years, a six year old son and a three year old daughter. That’s not nearly enough kids for me though. We’d like to add another in the near future. And then maybe another one, and then maybe even another one…okay, we’ll see about that last one.

If so, how do you balance family and business? In my mind, I’m no expert at this balancing act. I do everything it possibly takes however to be the mom who is “there” for her kids. This is one advantage to being your own boss. I set my own hours and schedule them entirely around my role as a mommy. Nothing is more important to me than that. Some weeks, I may work 30 hours a week. Others, I may work only four. I do what I can do, but I won’t let my kids suffer due to our business.

Favorite book? Ooh…this is a hard one. I don’t think I could pinpoint one book that is my favorite. I’d have to say that “self improvement books” or books that teach me something that will better my life are my favorite topics to read.

What do you do to relax? Relax? Seriously…what’s that? Get back to me when I’m retired and I’ll let you know.

What do you want to change most about your world? Mmmm…I’d like to make it so my laundry does itself, my floors stay permanently mopped and I could eat anything I wanted and didn’t have to worry about my weight. (ha ha) Actually, I want to change the fact that I stress so much. I’m a worrier, deep thinker and sometimes too serious. I wish I could just be a little bit more carefree about life. It’s something I’m working on though!

What are you most proud of? I know it sounds a little cliché, but I’m most proud of my family. They are what my life is all about. My husband and kids literally are the sunshine in my world. Without them, everything else seems so pointless.

If you could design a tiara, what precious stones would you use?
Diamonds, Diamonds and more Diamonds! And maybe one or two pink diamonds in there!

What advice would you like to offer other Start Up Princesses? Don’t give up. Sometimes, I think it would be so much easier to just give up and go work for someone else. Being a small business owner is hard work and occasionally, along with it comes hard times. However, in order to achieve your dreams, desires, and real success, you have to reach beyond what you think you are capable of doing. Even when it is extremely difficult, tiring, and scary. Just Don’t give up! Your opportunities will make it all worth it!

Favorite Magic Wand (tool/resource)? E-mail! I don’t know what I’d do without it!

Would you be interested in being a Fairy Godmother to another woman entrepreneur? (I am working on a secure system to do this, any ideas?) I feel like I need a few more years of experience under my belt before I could successfully mentor someone.

What business subjects would you feel comfortable mentoring in? N/A

Would you be interested in going to lunch with other women entrepreneurs for a “networking tea party”? YES!!!!!


  1. I like books. Very interesting.

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