Ishalena Moore | Founder and CEO | Sparkle Palace Construction & Project Management
Ishalena Moore is a visionary entrepreneur, builder, and leader dedicated to turning challenges into opportunities. As the Founder and CEO of Sparkle Palace Construction & Project Management, she has established a full-service construction firm specializing in residential and commercial remodeling and rehabilitation. For her, construction is not just about physical structures—it is about creating access, opportunity, and representation in an industry where women and minorities are still underrepresented. Her company is committed to delivering top-quality craftsmanship while also training and empowering the next generation of skilled professionals. At EliteX, we are proud to have Ishalena Moore as part of the edition: 10 Elite Women in Business, 2025.
Beyond construction, she serves as the President and Co-Founder of Urban ROOTS Alliance (URA), a nonprofit organization focused on violence prevention, workforce development, and community empowerment. Through URA, she has helped secure over $1 million in funding to provide career training and job placement for justice-involved individuals, at-risk youth, and returning residents. Her mission is to give people the tools to build better futures and the second chances they deserve.
“Success isn’t about fitting into spaces that weren’t built for me—it’s about creating my own.”
Expanding her reach further, she launched Sparkle Palace Transportation, a Non-Emergency Medical Transportation (NEMT) company ensuring safe and reliable transport for those who need it most. Additionally, she is a Certified Professional Home Inspector and Notary, assisting property owners and investors in making informed real estate decisions. As a licensed travel agent, she also helps clients plan unforgettable experiences, reinforcing her belief that everyone deserves to explore the world beyond their doorstep. As an author, she has written “Hard Hats & High Heels: The Woman’s Blueprint for Becoming a General Contractor,” a guide designed to help women step into leadership roles in construction. At her core, she is a builder—not just of homes and businesses, but of opportunities, pathways, and a limitless future for those willing to pursue success.
Her entrepreneurial journey was shaped by her father, a tradesman and real estate investor who believed in creating opportunities rather than waiting for them. She grew up watching him transform properties with his own hands, instilling in her the values of ownership, legacy, and determination. When he passed away in 2019, she realized that everything he had taught her was preparing her to build something of her own. Sparkle Palace Construction & Project Management was born from this inspiration—not just to remodel homes, but to create lasting opportunities in an industry that often excludes women and minorities.
Her drive to break barriers also led her to co-found Urban ROOTS Alliance, helping secure significant funding to support workforce training and second chances for underserved individuals. She extended her mission further with Sparkle Palace Transportation, ensuring that those dependent on NEMT services could travel safely. Additionally, she became a licensed travel agent because she understands that expanding one’s horizons can be life-changing.
“Your name and reputation will open more doors than any resume.”
Breaking into male-dominated industries like construction, transportation, and business leadership has been one of her greatest challenges. Walking into rooms where she wasn’t expected, proving her expertise, and demanding respect in spaces not built for her required resilience. She had to constantly fight against stereotypes in construction, proving her skill and leadership. As an entrepreneur, she faced gatekeeping, funding challenges, and the difficulties of building from the ground up without access to the same resources or networks that others had.
Instead of waiting for acceptance, she built her own table. Sparkle Palace Construction & Project Management was created to open doors for others facing similar challenges. Urban ROOTS Alliance was established to provide second chances, and her ventures in transportation and travel were designed to bridge gaps and create accessibility. Her biggest challenge wasn’t just breaking into these industries—it was thriving and making space for others to follow.
She overcame these obstacles by refusing to wait for permission and surrounding herself with the right people, especially her husband, who continuously reminded her of her strength and capability. When she felt like giving up, he pushed her forward. In construction, she let her work speak for itself, earning certifications and making sure her company became known for quality, integrity, and excellence. When funding and access became barriers, she built relationships, stayed strategic, and kept learning. She believes that resilience, strategy, and having a strong support system are crucial for success. When faced with a roadblock, she doesn’t stop—she builds a new path.
One of the most important lessons she has learned in business is that reputation and integrity matter more than any resume. People do business with those they trust, and that trust is earned through consistency, honesty, and delivering results. Her advice to young women who want to start their own business is to begin before they feel ready and never wait for permission. The world won’t always make space for them—they have to create it. She encourages them to know their worth, stand confidently, and let their work speak for itself. Building relationships is just as important as building a business. Success is not just about knowledge but also about who knows and trusts you. Most importantly, she reminds aspiring entrepreneurs that challenges are not signals to stop—they are tests to prove how badly they want success.
Balancing work and personal life remains a work in progress. Running multiple businesses often means long days, late nights, and forgetting to eat. Thankfully, her husband plays a crucial role in reminding her to take breaks, rest, and maintain her well-being. While her version of balance sometimes means checking emails with a face mask on or drinking coffee at 10 PM, she acknowledges the importance of self-care and support.
To stay productive, she prioritizes tasks, time-blocks her schedule, and trusts her team to handle responsibilities. She believes that discipline, not motivation, keeps her moving forward. Staying organized, taking necessary breaks, and focusing on high-impact tasks help her maintain efficiency even on difficult days. As a woman in business, she has faced many obstacles, including being underestimated and having to prove herself repeatedly. She handles these challenges by staying prepared, delivering outstanding results, and refusing to shrink in any room she enters. Rather than fighting for acceptance, she focuses on excelling to the point where her success cannot be ignored. She has also committed herself to creating opportunities for other women, ensuring that future generations won’t have to face the same barriers she did.
“If the path doesn’t exist, I’ll build it myself.”
The best decision she has made for her business was betting on herself. Taking the leap into entrepreneurship, especially in male-dominated industries, was a risk, but she stopped waiting for validation and instead focused on building something meaningful. Committing to her business and pushing forward even in difficult times has been the key to her success.
Her biggest inspiration has always been her father. He embodied resilience, hard work, and independence, showing her that success isn’t given—it is built through persistence and determination. His work ethic and ability to create opportunities continue to inspire her as she builds businesses that honor his legacy. She believes that great leadership requires integrity, resilience, vision, accountability, and empowerment. A leader must be able to motivate a team, handle challenges, and create opportunities for others to rise. Success is not just about leading—it’s about building up others so they, too, can become leaders.
In the next five years, she sees major shifts in the construction and transportation industries. Technology will play a larger role, diversity will increase, sustainability will become standard, and skilled labor shortages will create new opportunities. Businesses that focus on quality and adaptability will thrive. Her future goals include expanding Sparkle Palace Construction & Project Management into new markets, training more women and minorities in construction, growing Sparkle Palace Transportation, and strengthening Urban ROOTS Alliance. Ultimately, she aims to build a lasting legacy that continues to create opportunities for others.
If she could give herself one piece of advice earlier in her career, it would be to delegate and not try to do everything alone. Success isn’t about working nonstop—it’s about building a team and a structure that allows growth without burnout. Her proudest moments come from seeing the impact of her work—whether it’s a completed project, a thriving team member, or someone receiving a second chance through Urban ROOTS Alliance. These moments remind her that she is doing something far greater than just business—she is building a legacy.