It’s Not That Serious™ is a women-led lifestyle brand and storytelling platform built to connect, uplift, and celebrate women through intentional content and thoughtfully curated products. We spotlight amazing women as well as brands and companies created by women who are building with purpose. At its core, INTS is about strength, perspective, joy, and meaningful connection.

It’s Not That Serious™ was founded by Carrie Hunter — an entrepreneur, former construction-tech executive, and passionate advocate for women in leadership and community. What began as a mindset shift evolved into a movement centered around connection, storytelling, and shared strength.

“It’s Not That Serious™” is a reminder. A reminder that while women carry big responsibilities, lead teams, build companies, raise families, and show up fully — we can still approach life with perspective. It’s about resilience without rigidity. Strength without losing joy.

Women in Power (WIP) is a signature storytelling series within INTS that highlights accomplished, thoughtful women across industries. From founders to executives to community builders, WIP celebrates the journeys, lessons, and leadership of women who are creating impact — often quietly, always powerfully.

INTS is for thoughtful, growth-oriented women — many of whom are leaders in business, entrepreneurship, and their communities — but it is not limited to professional achievement. It’s for women who value empowerment, travel, mentorship, connection, and supporting other women building with intention.

INTS creates:

· Women in Power features

· Travel stories and curated experiences

· Founder reflections and leadership insights

· Podcast conversations

· Brand and partner spotlights

· Empowerment-focused lifestyle content

Everything is created with intention — to uplift, inspire, and connect.

INTS offers thoughtfully curated lifestyle products — including apparel and gifts — designed to serve as wearable reminders of strength, perspective, and joy. Each product aligns with the larger mission of celebrating and supporting women.

Yes. INTS partners with brands, conferences, and organizations that align with our mission of uplifting women and building meaningful community. We especially love collaborating with women-founded brands and companies committed to impact.

We love highlighting thoughtful women and purpose-driven brands. If you’re interested in being featured in Women in Power or exploring a partnership, you can connect through the Contact page on our website.

No. While many women in our community are leaders, founders, and executives, INTS is not solely about career advancement. It’s about holistic empowerment — leadership, yes — but also travel, growth, connection, confidence, and living fully.

You can join the INTS newsletter, follow along on social media, listen to the podcast, or attend one of our partner events. However you engage, you’re part of the community and we’re so glad you’re here.