A Story of Passion + Purpose + Promise + People

Welcome to a different (and awesome!) kind of one on one and group coaching experience. With over 30 years of experience working in brand development, marketing, storytelling, and leadership in the professional beauty industry along with the last 10 years creating, building, and growing Passion Squared, I get you. I am you. We work from the inside out. We care deeply about your well-being as a human and for your business + brand. My experience shows when your insides are suffering, your outsides suffer too. We work on both. It’s not easy work. It’s worth it work. This is what we do. You are why we do it.

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They say follow your heart to live your passion + purpose. But where are “they” when you are overwhelmed, over budget + over it?

Life can be chaotic + beautiful, just like creative small businesses and the passionate humans like you that lead them.

At Passion Squared, we go straight to the heart of the matter to help you find clarity. We help eliminate the confusion and chaos around how to create, build and grow your salon business and brand.

Hello, I'm Nina, Chief Awesomeness Empowerer + Context Creator at Passion Squared.

Nina L. Kovner (they/them)

Why Passion Squared Was Born

Let’s be honest. Creative entrepreneurs typically do not have a strong business background; actually, most times you have NO business background. This, coupled with the real struggle of self-worth, self-care, and self-esteem makes for a not so awesome journey. I’ve been there, I understand, and I have fought and gratefully won many of these battles you face.

The answer was simple. With decades of business and life experience, I decided to create a safe space to empower the people I love, that’s YOU! You have a gift and it’s time for you to use it to create your own kind of awesome.

This is my calling. This is my purpose. Passion Squared is here because I finally said YES to walk in my purpose and live an authentically awesome life and now I can help empower you to do the same.

Our Brand Values

We are passionate about empowering and serving the people we love (that's you!), with integrity, truth, healthy boundaries, compassion and respect. We believe in asking questions, listening, seeking context, and staying curious.

We are also passionate about human rights, civil rights, equal rights, access to quality mental healthcare + saving animals, not as a political stand (we don’t talk politics here nor do we accept the politicization of human beings). This a human stand. And this is part of our brand promise.

We believe in leaving folks better than we found them and do our best to ensure that happens. We believe that real empowerment, success, joy + love come from inclusion, acceptance + equality. Real self-worth, esteem + freedom to be authentically you come from being + feeling seen, heard, loved + accepted. That’s what you’ll always find here. You’ll find you.

Some Causes We Care About

The Dress Code Project

The Trevor Project
The Marsha P. Johnson Institute
The Black Trans Travel Fund
Best Friends Animal Society
Odd Man Inn Animal Rescue

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