Deva Moses & Lessie McCather

Deva Moses is a multi-passionate entrepreneur who founded her first company, Bear Tootin, a vacation rental management company, in 2012 after the birth of her first daughter, driven by a desire to build a career that allowed her to raise her family alongside her work. Since then, she has launched four additional businesses including Goose Creek (apparel printing), Everything Vacay (a vacation listing platform), Before & After (interior design), and Reel Trendi (social media video content). Deva lives in Wears Valley with her husband of 23 years and their two daughters. 

The very first time Lessie and Deva met was on May 27, 2022, at a homeschool moms’ night out — an event meant to last just one hour at the very end of the school year. What neither of them knew was that this night would mark the beginning of something far bigger than either could imagine.

Deva had been homeschooling her girls since kindergarten, and this was their final year before transitioning to Christian school so they could make more friends. For Lessie, it was the only year she would homeschool her daughter. Looking back now, it’s hard not to see God’s fingerprints all over it — what were the odds that their paths would cross at that exact moment, during that exact season?

What was supposed to be a quick evening out turned into seven hours of nonstop conversation, laughter, and connection… lasting until 2:00 a.m.

And because Deva always takes pictures, she captured their very first photo together — snapped in the bathroom at Flavor Town. The selfie wasn’t exactly award-winning (she was almost not even in the picture 😂), but there it was — the beginning. To make it even more millennial-iconic, the mirror behind them read:
“My milkshake brings all the boys to the yard.”
If you know, you know.

From that night on, they clicked instantly.

What followed were countless Bible studies, dinners, boat days, lots of pictures, funny videos, and even “forced” workouts. Those workouts quickly became legendary — especially when Deva showed up wearing her custom shirt that read “It’s a miracle that I’m working out”, usually paired with her personal fan (because… priorities).

Then one day, seemingly out of the blue, Lessie sent Deva a simple text:
“Would you ever be interested in starting a female entrepreneur group with me?”

What Lessie didn’t know was that for years, Deva had quietly dreamed of creating a space like that — after feeling uninspired by other groups that never quite fit. She had been waiting for the right time… and the right partner.

The very next day — May 14, 2024 — Deva showed up at Lessie’s gym with everything planned out.
The name.
The vision.
The logo.
Even a shirt already printed.

She made sure to include pink, knowing it was one of Lessie’s favorite colors — a strategic move that absolutely worked. 😉

Of course, the moment had to be documented. In the photo, Lessie is eating a healthy salad… while Deva unapologetically enjoys a hamburger and fries right in front of her. A perfect snapshot of their dynamic.

Just ten days later, on May 24, 2024, FIERCE officially came to life with its very first meeting at Black Rifle Coffee.

What started as a God-ordained meeting between two moms turned into a community — a place for women who are building businesses, chasing dreams, and doing it with faith, grit, humor, and heart.

FIERCE was created to be a space where women don’t compete — they connect.
Where ambition is celebrated.
Where authenticity is welcomed.
And where no one has to build alone.

What began with two friends…
Has grown into something powerful.

And this story?
It’s still being written — one bold, faithful, FIERCE woman at a time. 💕