From Heartbreak to Lemonade: How Desirae Kraus Turned Adversity into a Purpose-Driven Business

In a world where challenges can either break us or build us, Desirae Kraus chose the latter. Her journey from personal turmoil to entrepreneurial triumph is not just inspiring—it’s a masterclass in resilience, authenticity, and reinvention. As the founder of AZ Desert Squeeze, a natural, low-sugar lemonade brand rooted in family and health, Desirae didn’t just start a business—she launched a movement.

On this episode of the Bold Moves Podcast, host Mat Torres sits down with Des to uncover the pivotal moments that shaped her path and the bold decisions that continue to propel her forward.

The Bold Beginning: Reclaiming Her Life

Desirae’s transformation began in 2021. After a decade in an emotionally abusive relationship, she reached a breaking point. “I used to go to sleep wondering, is this all life is supposed to be?” she recalls. Struggling with depression and suicidal ideation, she made a courageous choice: to prioritize her mental health and walk away.

That decision became the catalyst for everything to come. “Once I started seeing my worth and how amazing my kids are, life got better—fast,” she reflects. Her mindset was further shaped by reading The Secret by Rhonda Byrne, which shifted her outlook from pessimism to possibility.

From Side Hustle to Spotlight: The Rise of AZ Desert Squeeze

When Desirae was unexpectedly let go from her corporate job in April 2024, she could have looked for another employer. Instead, she bet on herself. What started as a weekend project—a sugar-conscious lemonade stand inspired by her daughter’s pre-type 1 diabetes diagnosis—quickly evolved into a full-time brand with real traction.

“If I could grow someone else’s company in five months, why not grow my own?”

AZ Desert Squeeze offers a fresh take on a timeless classic. Unlike mainstream lemonades packed with high-fructose corn syrup, Des’s recipes are light, clean, and crafted with care. “It’s just sweet enough to balance the citrus,” she explains. “You’re not going to get a sugar bomb—just real lemonade that actually tastes like lemons.”

Entrepreneurial Grit: Doing It Her Way

Launching a beverage brand isn’t easy—especially without a storefront or food truck. Des started setting up pop-up stands at local events, open houses, and community festivals. Her schedule quickly shifted from weekends to full-time demand.

Her success? Driven by community support and authentic content. From her BNI group to Instagram followers, Des built momentum by showing the unfiltered reality of entrepreneurship. “People don’t want polished. They want real,” she says.

Embracing Neurodiversity: A Superpower, Not a Setback

Diagnosed with ADHD as a child and later identifying with the autism spectrum, Desirae uses her neurodivergence as a creative advantage. “I feel things deeply. I absorb people’s pain and want to help,” she explains.

Her heightened empathy and emotional intelligence have become a cornerstone of her business and brand. “Once I accepted being different, everything changed. It’s okay to be who I am.”

Looking Ahead: The Vision for AZ Desert Squeeze

Desirae’s plans for the next 3–5 years include:

• Expanding into event catering with customized beverage services
• Securing a liquor license to serve weddings and upscale events
• Launching a lemonade truck for mobile convenience and brand visibility
• Exploring retail distribution with a commitment to all-natural ingredients

“I want to grow, but I want to grow right,” she says.

Bold Lessons from Desirae Kraus

• Self-love is the starting line: Everything changed when Des saw her own worth.
• Your story matters: People connect with real, unfiltered journeys.
• Leap before you're ready: Waiting for perfect delays growth.
• Community support is fuel: Surround yourself with those who uplift and refer.
• Neurodiversity is a gift: Your unique wiring is part of your power.

Final Thoughts: What’s Your Bold Move?

Desirae Kraus didn’t wait for perfect timing—she created it. From heartbreak and healing to branding and business, her story is a powerful reminder that success is not about perfection. It’s about persistence, purpose, and the courage to believe in yourself.

“Everything you want is on the other side of hard.” – Desirae Kraus

So what’s your bold move?

Follow AZ Desert Squeeze

• 📸 Instagram: @azdesertsqueeze
• 🌐 Website: Coming soon at azdesertsqueeze.com
• 📍 Available for events, private parties, and pop-ups across the Phoenix area

The Bold Moves Podcast is hosted by Mat Torres and features entrepreneurs, creatives, and risk-takers who aren’t afraid to bet on themselves. Subscribe to hear more stories that inspire your next bold move.