Purpose Over Profit: How Khryzza Kelley Is Redefining Entrepreneurship with Heart and Hustle
Born and raised in the Philippines and now based in Orange County, California, Khryzza Kelley proudly carries both her Filipino and American identities, quite literally, with her earrings representing both flags.
She is a serial entrepreneur leading three businesses, two of which operate globally. Her first venture, CoWorq, is an equitable virtual assistant and consulting company dedicated to helping CEOs and business owners scale with purpose, while empowering Filipino and global remote professionals.
“There are still virtual assistants being paid as low as $1 an hour,” Khryzza explains. “Through CoWorq, we ensure fair pay, dignity, and purpose in every professional relationship.”
Her second company, Isla & Co., is a fashion-for-good brand that partners with Filipino artisans who handcraft exquisite bags, jewelry, and home décor. Despite the fashion industry’s billion-dollar global value, many artisans still earn less than a dollar a day. Isla & Co. is rewriting that story ensuring that creativity is celebrated and compensated justly.
“When we do business, we should do it not just for ourselves or our clients, but for the good of our community,” she says.
For entrepreneurs just starting out, Khryzza reminds us that virtual assistants are not AI tools, they’re real people with incredible skill sets.
“They can handle everything from social media management to bookkeeping to graphic design,” she explains. “The key is knowing what kind of help you need so you can leverage their expertise strategically.”
AI, rather than replacing virtual assistants, has actually elevated their role. What once took hours of manual editing or caption writing now takes minutes, allowing virtual assistants to evolve into strategic partners who focus on growth, automation, and creative strategy.
“AI has optimized their jobs for the better,” she says. “Now they can focus on higher-value work that drives results.”
Having built both product-based and service-based businesses, Khryzza understands the stark differences between the two and the shared thread that binds them.
“For me, the purpose of every business is the same: to make our clients’ lives better and make the world better. If it doesn’t, it’s not business, it’s exploitation.”
In CoWorq, she tackles the exploitation of virtual assistants by ensuring fair wages and ethical practices. In Isla & Co., she addresses the exploitation of artisans, bringing transparency to the fashion supply chain.
“I don’t make decisions without consulting my artisans,” she says. “They’re not only my suppliers, they’re my partners.”
One of the most powerful takeaways from Khryzza’s journey is the importance of educating your clients.
“We live in a time where people want to understand the story behind what they’re buying,” she says. “It’s not just about a product or a service anymore, it’s about impact.”
Through both her ventures, she ensures transparency and storytelling are central to the client experience. Every Isla & Co. product includes a card introducing the artisan who crafted it, turning a simple purchase into a personal connection.
And when it comes to starting a business, she emphasizes one golden rule: just start.
“Imperfect action is better than perfect inaction,” she says. “You probably already have 90% of what you need. The last 10% will come as you go.”
Like many entrepreneurs, Khryzza’s first client came from humble beginnings, through a Facebook group post.
Listening closely to what small business owners needed, she realized that most weren’t ready to hire full-time help but still needed reliable support. So she pivoted, offering flexible, affordable packages that opened doors to an underserved market.
“Listen to your market,” she says. “Be flexible. Your clients will tell you what they need, only if you’re willing to hear it.”
In her masterclass, Khryzza shares her framework for sustainable business success what she calls the “Six Rights.”
To stay competitive, every business must continually evaluate:
- Right People – Are you hiring the right people with the right skills?
- Right Structure – Do you have clear roles and responsibilities?
- Right Process – Are your systems and workflows efficient?
- Right Rewards – Are you recognizing and rewarding your team fairly?
- Right Resources – Are you using the right tools and technology wisely?
- Right Mindset – Are you adapting, learning, and evolving every day?
For Khryzza, purpose and profit are not opposing forces, they’re partners in progress.
“The market is shifting,” she says. “People want to work with businesses that reflect their values. Profit will follow purpose if your values are true and your actions align.”
You can connect with Khryzza on Instagram, LinkedIn, and Facebook, or visit her websites coworq.com and sayhelloisla.com to learn more about her mission and the incredible people she empowers every day.
At the heart of every business, there’s a choice, to exploit or to empower. Khryzza Kelley chooses empowerment.
And through her purpose-driven path, she reminds us all that true success is not measured by profit alone, but by the positive change we leave behind.