Purpose Before Profit: Purpose Before Profit: Nichole Kirk of Dear Heart On The Benefits Of Running A Purpose-Driven Business
At the end of the day, what matters most is how people feel — far beyond the purchase or interaction.
In today’s competitive business landscape, the race for profits often takes center stage. However, there are some leaders who also prioritize a mission-driven purpose. They use their business to make a positive social impact and recognize that success isn’t only about making money. In this interview series, we are talking with some of these distinct leaders and I had the pleasure of interviewing Nichole Kirk.
As a part of this series, we had the pleasure to interview Nichole Kirk.
Nichole Kirk had no idea that a simple bracelet fundraiser would one day grow into a seven-figure faith-driven lifestyle brand. With plans to become a dietician, her journey took a turn in 2013 after she became very aware of God’s nudges to start a business. Today, Nichole runs a successful business designing products full of meaning and purpose that have been inspired by her intention to live and tell her story, while also encouraging others to have faith in the story that God is writing in theirs.
Thank you so much for doing this with us! Our readers would love to get to know you a bit better. Can you tell us your “Origin Story”? Can you tell us the story of how you grew up?
Growing up in rural Texas with my two sisters and our parents on a small farm, my life was basically built around sports, fishing, being outdoors, and making good grades. Coming from someone who didn’t really care about fashion or design back then, it’s a bit funny to think about now, given the direction of my life.
I’ve always been a voracious reader, writer, and storyteller, and was often mesmerized by the way words can bring people together.
After graduating in the top ten percent of my class, I went on to college where I excelled on the track team. That season of life was pivotal, showing how discipline, perseverance, and focus can overcome most all obstacles. It was during this time that I also met my husband Kris. He’s played a pivotal behind-the-scenes role at Dear Heart, is a driving force for our success, and an integral source of encouragement for me. I’m not sure I would have taken those massive steps forward in my life without him. He gave me the push to go beyond my comfort zone, and still does.
We got married a few years later and, shortly after that, Dear Heart began — changing our lives in a way I never could have imagined.
Can you share the most interesting story that happened to you since you began leading your company or organization?
I never would’ve dreamt the number of people who would be reaching out to join us. When we first launched, we didn’t know how to find the right people to fill the gaps. Staffing was a challenge. No one knew who we were. It was difficult to find others aligned with our purpose.
Now we get hundreds of applications for every job opening we post. It’s still shocking to me. Moments like that show me just how far we’ve come.
The thing that really gets me is that it didn’t happen overnight. It’s been a consistent journey of faith, trusting that God would guide us one step at a time. Reflecting on the beginning is humbling and gives us a beautiful reminder that what He has built is much bigger than we could have ever planned.
We often learn the most from our mistakes. Can you share one that you made that turned out to be one of the most valuable lessons you’ve learned?
Early in the beginning stages of Dear Heart, I was trying to do everything myself. I poured my heart and soul into creating this company and couldn’t wrap my mind around trusting others to care about it the way I did. I don’t think letting go comes naturally for many of us.
It’s impossible to do it all, and if you try, your business will only go so far. I realized I had to invite others to participate, take a deep breath, and trust them to use their gifts, or the whole thing would’ve stalled.
As it turns out, God has been very gracious in sending the right people our way, at the right time. Each one has brought their own unique talents and strengths to the table and, together, we’ve turned Dear Heart into something that, no matter how hard I would’ve tried, I couldn’t have achieved on my own. It’s a lesson that has been humbling and life-giving.
As a successful leader, it’s clear that you uphold strong core values. I’m curious what are the most important principles you firmly stand by and refuse to compromise on. Can you share a few of them and explain why they hold such significance for you in your work and life?
1. Center everything on faith. When it comes to my work, faith is my compass. Putting God at the heart of everything I create and lead is where I find clarity and peace. It’s not only what shapes my work, but has a significant impact on my personal life as well, and is reflected in how I approach both leadership and relationships with others.
2. People always come first. In addition to faith, a people-focused philosophy, and understanding the value others bring, means people always come before business. This includes my team, our customers, and the communities we serve. Our company is proof that businesses can be both successful and deeply human. At the end of the day, what matters most is how people feel — far beyond the purchase or interaction.
3. Do the right thing, even when it’s hard. Integrity has always been important to me. Doing the right thing may not always be convenient or financially profitable, but being honest, honoring your word, and choosing long-term trust over short-term gains is always the right decision.
What inspired you to start a purpose-driven business rather than a traditional for-profit enterprise? Can you share a personal story or experience that led you to prioritize social impact in your business?
I don’t know that I ever set out to build a purpose-driven business instead of a traditional one. Looking back, it really feels like God has been building this from the very beginning, and I’ve just been doing my best to follow His lead one step at a time. It all began with a simple fundraiser in 2013. I had started making bracelets as a fun side hobby when I learned a friend was raising money for a mission trip. I listed some of my creations online and offered to give her 100% of my proceeds — to hopefully make a small dent in her fundraising goal. In just two days, over $1,000 in bracelets had been sold. Just a few hours after I had met up with her to deliver the check, a sales notification came through my online store platform. A single order had just been placed totaling the exact amount of the check I’d written to my friend. The customer had no connection to me or my friend. I knew God’s hand was all over this, and ever since I’ve been stepping out in faith, listening closely for His whispers.
Can you help articulate a few of the benefits of leading a purpose-driven business rather than a standard “plain vanilla” business?
Being a purpose-driven founder changes the way you show up, the way you make decisions, and how you navigate the inevitable rough times. From day one, I’ve truly believed that Dear Heart isn’t ultimately mine, it’s God’s. Because of that, I don’t feel the need to compare myself to others or chase after trends. I’m just following the direction He has given me, and that takes a lot of pressure off my shoulders.
Another perk is the ability to create connections. We’re not just selling a product, we’re sharing a message and a meaning that connects with our customers. They feel seen, understood, and get a reminder of truth.
When a business is built around a mission beyond sales, customers naturally become a community. They care deeply and want to share things with you. They celebrate you and feel part of something that is larger than themselves. Every business goes through hard times and there are days when you question everything, but when we hear from a customer that a piece of jewelry made them open up about their faith, or a shirt started a meaningful conversation, that’s what it’s all about. That sort of impact inspires us in a way that money never could.
How has your company’s mission or purpose affected its overall success? Can you explain the methods or metrics you use to evaluate the impact of this purpose-driven strategy on your organization?
Our aim from the start has been to spark conversations about God, and that vision continues to inform everything we do. Coming from a sincere desire to make faith feel authentic, inviting, and loving, our mission has not only given us direction, but has influenced the dynamic of our community.
We don’t lead with pressure or perfection. We focus on creating products and experiences that invite others into deeper, more meaningful discussions about faith, hope, and things that truly matter in everyday life.
When someone feels invited and understood, rather than sold to, trust naturally builds. Developing that trust has been such an important part of our growth. Our success is evaluated not only in the numbers of new and returning customers, recommendations and participation in the community, but in the stories we hear from people. That, for us, is the best measure of our true impact.
Can you share a pivotal moment when you realized that leading your purpose-driven company was actually making a significant impact? Can you share a specific example or story that deeply resonated with you personally?
There isn’t one defining moment that stands out. Reminders of our impact seem to occur nearly every day.
Receiving customer feedback has been extremely rewarding on this journey. From order notes, emails, phone calls, and reviews, their words inspire us daily.
When a customer shares how one of our items has got them through a rough time, or sparked a life-changing conversation, that’s what makes us understand just how big of a difference we’re making. Those stories show that we’re making a difference and positively impacting people’s lives, which drives us to continue working hard and striving to improve our products every day.
What advice would you give to budding entrepreneurs who wish to start a purpose-driven business?
My biggest piece of advice is to be honest with yourself as to why you’re doing something. That’s the anchor you’ll need to hold onto during times of uncertainty and doubt. Always pray over your decisions — big or small — and listen for God’s voice. He truly does guide us when we slow down enough to listen.
Remember that growth doesn’t happen overnight. Building a strong foundation takes time. Surround yourself with people who believe in you, those who will encourage you as well as lovingly speak truth when you start to doubt yourself.
Most importantly, stay obedient. If God places a vision on your heart, He’ll provide what you need along the way. You don’t need to know all the steps, you just need to take that very first one.
What are your “5 Things You Need To Create A Highly Successful Purpose-Driven Business.” If you can, please share a story or example for each.
1. Develop a “why” that goes beyond profit.
Our why is at the heart of everything we do. Since day one our mission has been to get people talking about Jesus, and that’s what our brand is all about, from our products to marketing and everything in between. Whether we’re navigating an issue or celebrating a success, we know that our objective is clear, and this guides every decision.
2. Surround yourself with a team whose strengths complement yours.
I used to think I could do everything, but when I started collaborating with others, that was when the business started to flourish. Early on, I tried to be the expert of it all, and was basically halting our potential. But when I started trusting others who brought their unique talents, perspectives, and ideas, things started to change for the better, and the ideas we couldn’t see coming just appeared.
There have been instances when a team member saw a solution to a problem that I never would’ve considered or brought a level of structure to a concept that previously only existed in my mind. The benefits weren’t just improved processes, but elevating our entire mission. Leadership isn’t about control. It’s about stewardship.
I’m now more convinced that God brings people into our lives to build on our strengths. When we enable others to tap into their talents, our projects flourish, becoming more robust, better, and more sustainable. Our achievements aren’t dictated by my ability to do everything, but by trusting that God has everything under control and letting the people around me do what they were uniquely created to do.
3. Take leaps of faith and trust God with the outcome.
Building a purpose-driven business has required getting comfortable with being uncomfortable. Some of our most meaningful growth has come from decisions when the next move didn’t make sense on paper, but felt right in prayer. Learning to trust God with both the process and the outcome has been essential. I’ve had to learn that choosing obedience often means letting go of control and moving forward without all the answers, a feeling that’s only just made more pronounced with time, when facing uncertain seasons. I’ve learned faith isn’t about certainty, but about being prepared to say yes to God’s direction when the path isn’t fully visible.
Looking back, our leaps of faith became turning points — not because everything went perfectly, but because they strengthened our trust. Every step has reminded me that this business isn’t built by strategy alone, but by coming to a place of surrender. When we lead with open hands, God has a way of guiding, refining, and multiplying the work in ways we never could on our own.
4. Have a heart for impact, not just scale.
Looking at growth and progress, it’s easy to get caught up in the excitement of numbers, but impact is what’s most important. We measure success not just in numbers, but in the stories that people share with and about us.
5. Have integrity in the small, unseen decisions.
Purpose-driven work requires us to pay attention to the tiny details most people don’t see. There have been times when sticking to our principles has made things take a bit longer or resulted in some tough conversations. Our adherence to these principles has, however, resulted in being able to earn lasting trust from both our customers and team members, which is a true hallmark of success. Consistently doing the right thing may not always be easy, but we’ve shown ourselves that this is truly what supports sustainable success.
I’m interested in how you instill a strong sense of connection with your team. How do you nurture a culture where everyone feels connected to your mission? Could you share an example or story that showcases how your purpose has positively influenced or motivated people on your team to contribute?
When I look at our team, I know we’ve got something truly special. The connection we have with our mission and the people we’re working with is something that I’ve found is at the heart of everything we do. Experience is naturally important, but it can’t replace passion and being aligned in purpose.
Culture is deeply important. We want our team to not just enjoy coming to work, but to feel supported and be themselves. We’re intentional about creating that through things like team games, Bible studies, and just fostering a fun, loving environment where people feel valued. When the culture is healthy and rooted in purpose, everything else flows more naturally. It’s one of the things I’m most grateful for.
Imagine we’re sitting down together two years from now, looking back at your company’s last 24 months. What specific accomplishments would have to happen for you to be happy with your progress?
I’m actually very happy with the way things are at the moment. When people ask me about my future plans or big dreams, I don’t tend to dwell on them.
If it’s part of God’s plan for us to expand our platform, that would be amazing, but we don’t have it all mapped out. I’ve put a lot of time into past plans and can attest that God’s plan is usually better than mine.
I feel very blessed to be able to do something that I love, and to be part of something that brings happiness to others. As far as looking ahead goes, I’ve learned joy isn’t something that can be found in the next milestone, but in being present and appreciative of what I already have.
While I believe in being proactive, I hold our future open-handed. I’m excited, but I’m not anxious. When we trust in the direction the Lord leads, we have clarity for moving forward. Centering my trust in God helps me do my work well, love others well, and stay rooted in gratitude — no matter what the next 10 years look like.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
When I think about kickstarting a movement, it would simply be for people to know Jesus. It doesn’t need to be perfect or complicated — but through love, curiosity, and genuine connection.
Obstacles to faith can be off-putting and make people feel hesitant to dive in, but I believe that anyone should be able to ask questions, share doubts, and explore what faith looks like in everyday life. Coming to faith is an entirely different, and often, more exciting journey than many may think.
Knowing Jesus has given me a peace, hope, and purpose like nothing else, and I believe those same things are available to all — no matter where someone is starting from.
If a lot more people were to live out their faith with an emphasis on doing the right thing, kindness, generosity, and compassion, the ripple effects across families, friendships, and communities would be truly world-changing.
This kind of impact doesn’t require a platform. It happens in conversations, relationships, and micro-moments of obedience.
If this movement sparked more grace-filled conversations and helped even a few people feel seen, loved, and invited into faith, that would be something I’d love to support.
How can our readers further follow your work or your company online?
Our website is https://www.dearheartdesigns.com/ and they can find us on Instagram at https://www.instagram.com/dearheartco/ and Facebook https://www.facebook.com/dearheartdesignsco.
This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!
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