Episode 66 Transcript

From Stay-at-Home Mom to Successful Direct Seller:

Cindy Ortiz’s Story of Community, Flexibility, and Resilience

On this episode of The Other 99%, I sat down with Susan Larimer and special guest Cindy Ortiz, whose journey through direct sales is one of resilience, reinvention, and deep-rooted community. Cindy’s story is a reminder that success in direct sales doesn’t always look like hustle-and-grind — sometimes it looks like showing up when you can, giving yourself grace, and doing it all for the people.

Humble Beginnings in Scrapbooking

Cindy first entered the world of direct sales somewhat by accident — and out of a desire for a discount. “I really jumped in because I wanted the products,” she told us, remembering her early days with Creative Memories, a scrapbooking company. Like many others, Cindy started as a stay-at-home mom, looking for something of her own while raising her kids and supporting her husband, who travelled frequently for work. Direct sales offered her the flexibility she needed — and a community she didn’t even know she was craving.

A Journey Through Multiple Companies

Cindy’s story isn’t linear. Over the years, she’s been with several companies, learning and evolving with each experience. Her first more “serious” step into business-building came in 2015 when she joined Lemongrass Spa. By that time, her twins were teenagers, and she was ready for something new. “That was probably the first one I actually took seriously,” she shared. And it paid off — her business grew, and so did her confidence.

Later, she layered on a second opportunity with a health and wellness company, SAO. But when that company rebranded and relaunched, Cindy felt the shift deeply. “The community just sort of fell apart,” she admitted. At the same time, her skin — and life — were changing, and the products that once worked for her no longer fit her needs.

Choosing People Over Product

Eventually, Cindy found her way to her current company, Riman, not because she was seeking a new opportunity, but because she was drawn to the people. “I really thought I was done,” she said, recalling how burned out she felt after the rebrand of her previous company. But something about the encouragement — not pressure — of a friend drew her back in. “She wasn’t pushy. She just said, ‘Do what works for you. I just want you to have fun and be successful.’ That really spoke to me.”

And that, Cindy said, is the beauty of direct sales: community. “You don’t find this kind of community in a typical 9-to-5 job,” she reflected. “It’s not just your team — it’s your customers, other consultants, people you meet along the way. If it wasn’t for Lemongrass, I wouldn’t have met Susan. If it wasn’t for Modern Direct Seller, I wouldn’t know Lisa.” (Insert me blushing here!)

Balancing Business, Babies, and Big Games

One of the most powerful parts of Cindy’s story is how she manages to keep her business going despite a very full life. With four kids spread across the country (two of whom play college football), grandkids, and a love of travel, she’s learned to give herself grace. During a recent five-month stay in Virginia to care for her newborn granddaughter, Cindy barely worked her business — and didn’t beat herself up about it.

“You have to control what you can, when you can,” she said. “And you can’t feel guilty about the times when you think you should be working, but just can’t.”

Whether it’s skipping a Zoom call after a long day of babysitting or unplugging for a weekend of football and family, Cindy has learned that success doesn’t mean sacrificing what matters most. She believes in working her business in a way that fits her life — not the other way around.

A Lesson for the Rest of Us

Cindy’s story isn’t flashy — and that’s exactly why it’s powerful. She’s one of the many women building something meaningful behind the scenes, with no need for the spotlight. Her journey is a testament to the fact that there’s no “right” way to do direct sales. It’s okay to pivot. It’s okay to pause. And it’s more than okay to choose people over performance.

Whether you’re just starting out in direct sales or you’ve been at it for years, let Cindy’s journey be a reminder that you get to define success on your own terms — and that sometimes, the best stories happen outside of the top 1%.