Bermudian entrepreneur Gayneté Jones’ Best, Periodt’s new organic cotton pad line is now available in CVS stores — another milestone for her business. She is especially proud that she has reached that milestone without separating her faith from her business.

For Ms Jones, whose menstrual care company has grown from a start-up idea into an internationally distributed brand, the expansion represents another opportunity to bring her faith into the marketplace — and to publicly give credit to the One she believes made it possible.

“Best, Periodt is a kingdom business and Jesus is the CEO,” Ms Jones said. “God got me to this place, and it would be foolish of me to hide Him or not give Him the credit due. None of this is because of my own doing.”

That conviction is visible throughout the brand itself, including Christian imagery and messages incorporated into the product packaging.

While some entrepreneurs may choose to keep faith separate from business, Jones has intentionally taken the opposite approach.

She acknowledges that there was pressure to tone down the Christian messaging, from packaging partners, loved ones and advisers — not retailers.

“The thing is, God woke me up with the interior box design,” Ms Jones said. “He led me to write it, screenshot it, and add it to our packaging. Because of that, I know it's His hand that will sustain it and help to overcome any pushback I may receive.

“The good thing is, as the earthly CEO, I have the final say with what stays and goes, and I was determined for it to stay. I went as far as telling one opposer, 'If this can't go on the product, then the product wouldn't go live.' It's that serious to me.”

The response from customers has reinforced that decision.

“I’ve had really positive feedback to date, with many people who've seen the message on the inside of the boxes, sending direct messages. God used it to speak to them in beautiful ways.”

For Jones, those interactions are part of a larger calling.

“My assignment with this brand is to take territory on shelves for His glory, and it's my honour and absolute privilege to do so.”

That sense of purpose shapes every aspect of how she runs the company.

“Every decision goes through the Lord. Where we sell, what the packaging looks like, and even which speaking engagements I accept. It's actually refreshing and takes the load off. Prior to rededicating my life to Christ, I thought it all revolved around me, and that can get exhausting, and is also fragile.

“But the Word tells us in Proverbs 16:3 that when we commit our works to the Lord, it is He who will establish every thought/plan. Interestingly enough, some of the Hebrew translations for the word ‘works’ (ma 'ǎśê) are business, pursuit, and labour.

“So when I commit my business to God, He establishes my thoughts and plans concerning it. I take Him at His word, and always ask that the desires of my heart be in alignment with His will. This means my plans for the business are His plans. Praise God for that.”

Since recommitting her life to Christ, Ms Jones says faith has become the guiding force behind the business.

“Since I rededicated my life to Christ, faith has led this business and will continue to do so. I think we often believe the two are mutually exclusive, faith and logic, but nothing is more logical than following the One who knows the end from the beginning.

“I’m sure there are many things that wouldn’t make sense to the world about how this business is run, but that's not for me to take on. My job is to do what God says. Periodt.”

Among the scriptures that have anchored her journey are Proverbs 3:5-6 and Proverbs 16:3.

“God speaks so much through His word, so there are often new messages for different seasons of the business. The two that I’ve been anchored to since the beginning of my walk with Him, as it pertains to the business, though, are Proverbs 3:5-6 ‘Trust in the Lord with your whole heart and lean not on your own understanding. In all your ways acknowledge Him, and He shall direct your paths’ and Proverbs 16:3 mentions, ‘Commit your works to the Lord and your thoughts will be established.’”

The menstrual care industry is often described as crowded, but Jones believes perspective matters.

“Every category can be seen as competitive and saturated. There are far fewer menstrual care brands than beverage, beauty, and even BBQ sauce, especially when we're looking at retail shelves.

“That said, when you’re able to enter any market with clear differentiators in your product and packaging, it will stand out. Add being backed by the Most High God, and it's a recipe for growth — you aren’t afraid of even the biggest Goliaths in the space.”

Looking back, she now sees God's hand at work long before she fully surrendered the business to Him.

“When I started planning for the business 6½ years ago and launched it 5½ years ago, I was still very much in and of the world. When I came to Christ, I gave it to Him.

“I remember one day praying, ‘If You want it, You can take it. I want to do what You have for me.’ And I clearly heard Him say that He could use it for His glory. I now clearly see that it was all from Him. In His divine providence, He knew I was coming back to Him soon and gave not only the idea, but aligned opportunities as well.”

Innovation, she says, begins with trusting the Creator.

“God is Elohim, the Creator of Heaven and Earth; there isn't a better One to lean on for innovation. I pray for divine insight, strategy, and ideas all the time, and more importantly, the wisdom to steward them well.

“Trust must be at the forefront — if He gave me the vision, idea, opportunity, instruction, He will make a way, even when there appears to be no way. My job is to just obediently follow His lead.

“Any obstacle is simply an opportunity to strengthen my knowledge in an area and develop my character to be more like Christ. It's not always easy in the moment, but it is a conscious choice I've made — and continue to make daily — to trust His plan, come what may.”

For those who feel called into spaces that appear overcrowded, her encouragement is simple.

“Nothing is ever too full when God is your daddy. If He calls you to it, He'll no doubt guide you through it.”

She offers similar advice to women who feel called to entrepreneurship but are hesitant to take the first step.

“I'd say pray about it. We know God doesn’t give a spirit of fear, but of power, love, and a sound mind. Dig deep to find out what the real reason you're afraid. Are you worried about others’ opinions? Afraid of failure? Afraid you didn’t hear God correctly?

“Pray for God to confirm it for you, send people who can assist and guide you in the right direction to begin, and courage to do the work. If God's called us to do anything, we have to realise that it isn’t just about us. It's about Him getting the glory through us as His vessels and the people He has connected to the business He wants us to start.”

Remaining grounded amid growth, pressure, and visibility requires intentionality.

“Prayer, fasting, and getting in the Word daily. Not a devotional here or there, but actually studying the Word. The Word is our only offensive weapon in the armour of God from Ephesians 6. That means the other pieces of the armour are great protection, but the Word is what we can use to fight back.

“When we’re rooted in scripture, we’re not easily swayed by external pressures. They absolutely still happen, and we'll feel them, but they don't move us — because we know who moves on our behalf.”

Jones also believes excellence and reliance on God can coexist.

“I try to work diligently and do my best, and let God handle the rest. It'll never be perfect because I'm not. But I do serve a perfect God, and that is more than enough.”

For Christian women navigating professional spaces, Jones believes identity must come before career.

“Praying for boldness as the believers did in Acts 4. If any place requires you to shrink to fit in, it’s a place you don't need to be in.

“I'm a daughter of God before I’m an entrepreneur — or anything else for that matter. I’d say we have to be aware of who God said we are, and prioritise how we act and think based on that.

“I’m called to be an ambassador of Christ, reconciling people back to God. In this season, part of the way God has me doing that is as an entrepreneur.”

As her company's latest products arrive on CVS shelves, Jones sees the achievement not simply as commercial success but as another opportunity to live out her faith publicly.

For her, entrepreneurship is ultimately about obedience, stewardship, and pointing people back to God — one shelf, one customer, and one conversation at a time.