Fueling with Fear | with Tiana Gamble
Some founders start with funding. Tiana started with fear.
Not the paralyzing kind. The kind that keeps you hustling, paying attention, and building smart.
Growing up on the North Shore of Oʻahu, Tiana Gamble became the cofounder, and later sole owner, of Bikini Bird, a tropical fashion and swimwear lifestyle brand that began as a passion blog and grew into an online store and brick and mortar in Kailua.
None of it was handed to her. She built it piece by piece while working full time, raising a family, and figuring out how to turn the fear of not having money into forward motion.
The thing about fear
From a young age, Tiana watched money come and go in her family. She decided early that she would work, save, and keep options open.
“I’ve always been scared to not have a job. I’m scared I’m going to get fired. I’m scared I’m going to never be able to find a job,” she says. “I always have five backup plans and I think that’s probably what makes me work so hard.”
Fear showed up in her business choices too. When her original partner and close friend stepped away, Tiana had to decide whether to shut it down or push forward alone.
She kept going, even though she was still working full time and self‑funding the project.
work everywhere, learn everything
Before founding Bikini Bird, Tiana spent more than a decade working across fashion, surf, and retail.
Sales rep roles. Corporate roles. Hands‑on retail. She credits those jobs with giving her the toolkit she needed to launch her own business.
“I think the most valuable experience that helped me start the business is working for other companies…it taught me how to be disciplined. From working in a restaurant as a server to working for a big corporate company in fashion. I learned a ton.”
Those early jobs taught discipline, planning, and how the industry actually works. They also reinforced a mindset she still shares with young entrepreneurs: be humble, show up, learn from every role. Even washing dishes teaches you how an owner runs the place.
The turning point came when Tiana reduced her full‑time workload so she could invest real time in Bikini Bird and move toward opening a store.
“If you don’t make the jump and you don’t commit, then it can’t fully blossom.”
Commitment did not erase the fear of lost income, but it gave the business a chance to become more than a hobby.
Brick and Mortar Reality Check
For a long time, she let her blog grow, building up her audience before ever releasing any product.
But finally, she had the opportunity to open up a physical store.
Opening a physical store is different from running a blog or online shop. Permits. Build outs. Leases. Staffing. Weekly marketing. Constant refresh so people want to come back.
It is work.
“It is really hard because it takes work and you have to market it and you have to upkeep it, and you have to make it fun every single week. It’s not going to take care of itself.”
And she keeps doing that work week after week.
Advice to Her Younger Self
Looking back, the message is simple.
“My biggest advice is just do something you love. Always. Just do your best, work hard, and I think you’ll attract all the things that are going to help you.”
Fear may never disappear. But, you can use it. Let it keep you sharp, motivated, and willing to learn from every stop along the way.
Start small. Build the audience. Partner up. Commit when it counts.
That is how you turn fear into fuel.
Ready to get moving? Try this…
Track your time. How many hours a week are you putting into the thing you say you want to build?
List five skills from past jobs (any job) that could support your next move.
Identify three potential partners with audiences you want to reach. Ask for a small joint promotion.
Define your niche in one line. If people cannot repeat it, they cannot share it.
Fear doesn’t have to hold you back. It can push you forward. Just ask Tiana.
Enjoy Tiana’s story? Check out our Instagram, @RISEHI for more inspiration from people who are fueling their own path to success, or sign up for our newsletter to stay updated!