Sonya Denton is a communications and media professional whose goal is to provide the right information to people so they can make informed decisions to enhance their life. She founded weDstll® (we-distill), a soon-to-launch social platform that connects values-based shoppers with like-minded people and beauty brands so that they can help one another achieve their goals.
After spending a decade as a reporter and news anchor for two major Canadian broadcasters, Sonya knows what drives people to emotionally connect and support each other. She believes that it is the context of people’s life experiences that resonates, surprises, and highlights what we share in common. Sonya loves using the power of media, tech, and design to create emotional experiences that transcends cultures.
What is weDstll Inc. all about?
weDstll® is a social platform where you define your beauty, and we connect you with like-minded people to personalize and match you with beauty and wellness brands that share your values, so you can curate and personalize your experience.
Tell us a little bit about your background and how you started your company?
My name is Sonya Denton (she/her). I have always wanted to build a business that would improve the lives of other people. This is what I aim to do with weDstll®. I started out in the television broadcast industry where I reported and anchored for Canada’s top two networks. I left the media industry after over a decade in the business because of the pervasive negativity which took a toll on my mental health.
I’m now focused on guarding my personal space by surrounding myself with positive people and spaces and aspiring to make a positive impact on people’s lives.
What was the biggest problem you encountered with your business and how did you overcome it?
Finding people who are not only qualified but also those who are passionate about my vision to create a hyper-personalized platform where you live your purest essence. Anytime. Anywhere. I relied on our advisors for their expertise and to help make introductions to people who could help keep us moving in the right direction. A co-founder is hard to find and one of our advisors knew someone who she thought would be a great fit in personality and work ethic. We worked together for a while and knew that it was a great fit.
What were the top mistakes you made starting your business and what did you learn from it?
One of my biggest mistakes was not trusting my gut when it came down to a couple of key decisions. One is related to hiring and the other is regarding advice that I received. In both cases, things didn’t feel right but I wound up hiring the wrong person and accepting advice that didn’t adhere to my particular situation. Luckily, neither resulted in situations that I wasn’t able to fix. It was a great learning opportunity, and I haven’t made the same mistakes since.
What is one thing that you do daily to grow as an entrepreneur?
I reflect daily. I always take time to think about how the day unfolded and the wins, what could have gone better and how. I also think about what kind of tangible and intangible impact I’m making on a daily basis.
What are three books or courses you recommend for new entrepreneurs?
- The Lean Startup – Eric Ries
- The Seventh Sense: Power, Fortune, and Survival in the Age of Networks by Joshua Cooper Ramo
- Bold by Peter Diamandis and Steven Kotler
What is the one thing you wish you knew before starting your business?
That entrepreneurship is very lonely. Many people don’t understand the psychological toll it can have on a person to be so immersed in building something from the foundation up. On the flip side, when COVID started, I had mostly gotten used to the isolation, so it was far easier to adjust than it would’ve been otherwise.
What’s your best piece of advice for aspiring and new entrepreneurs?
You can always count on people to underestimate you. People will always tell you that you can’t do something. But their experience is not going to be yours. People told me that I couldn’t get into broadcast journalism because it would be too difficult and there are too few positions. In the end, I reported and anchored for two major broadcasters, one of them in a major Canadian market. Now, I’m working on my dream of building a tech platform.
What is your favorite quote?
“When someone shows you who they are, believe them the first time.”
~ Maya Angelou.
How can readers get in touch with you?
They can follow weDstll Inc. on Instagram @wedstll or email me at sonya@wedstll.com!
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