By SEMA News Editors
The SEMA Businesswomen's Network (SBN) has named Deja Mitchell, founder and CEO of Driving With Dej, as the network's newest #SheIsSEMA spotlight member.
Get to know Mithchell in her interview with SEMA News below.
SEMA News: How many years have you been in the industry and what was your first industry job?
Deja Mitchell (DM): I have been in the automotive industry for about nine years, beginning my career as a receptionist in a service center while in college.
SN: How many years have you been with your current company and what do you enjoy most about working there?
DM: I am the founder of Driving With Dej [an accident and insurance education company]. While the business is still in its early stages, my journey in automotive has been ongoing for several years. What I enjoy most is the ability to turn confusion into clarity for customers. Every day, I get to bridge the gap between the technical side of the industry and the everyday consumer who often feels overwhelmed. That impact is what drives me.
SN: What is the most challenging part of running your business or job?
DM: One of the biggest challenges has been having to consistently prove my knowledge and authority in spaces where it's often questioned. There have been moments where I've had to speak up, stand firm and advocate not only for myself but for customers who weren’t being properly guided.
A moment that has stayed with me was during my first job at a service center while I was in college. I witnessed a supervisor raise their voice at a customer, telling him he should already know what to do after his car was damaged. That didn't sit right with me. After the interaction, I remember saying to the supervisor, "Not everyone knows what to do; that's why they come to us." That moment stuck with me because it highlighted a gap in the industry: people are expected to understand a process they were never taught.
Now, nearly nine years later, that experience has come full circle. It's the reason I do what I do today, helping drivers understand, feel confident and never feel dismissed in a moment when they need guidance the most.
SN: What are three qualities that got you to where you are today?
DM: Resilience, curiosity and leadership. Resilience has allowed me to keep going in an industry where challenges are constant and growth takes time. Curiosity pushed me to learn beyond my role, helping me understand the full scope of the automotive and collision space. Leadership has enabled me to step up, guide teams and now build something of my own. These qualities have helped me not only advance professionally but also build credibility and confidence in spaces where I'm often one of the few women.
SN: Being a woman in the industry, what have been your biggest challenges and accomplishments?
DM: The most challenging part is balancing growth with structure. As I build my brand and expand services, I’m constantly wearing multiple hats: operator, educator, strategist and problem solver. The "why" behind that challenge is important because I'm not just building a business; I'm building something that shifts how people experience the collision and repair process. That requires intentionality, patience and the ability to stay focused even when things aren’t fully built out yet.
SN: Who are your role models or mentors in the industry?
DM: I've been fortunate to connect with strong leaders and women through organizations like SEMA SBN, Women's Motor Fest and Women in Automotive. These individuals have provided insight, encouragement and real examples of what’s possible in this industry. Their stories have helped me see that there is space to grow, lead and innovate even when the path isn't clearly defined.
SN: What is the best career advice you have received?
DM: The best advice I've received is: "Don't wait until you feel ready; start where you are and figure it out as you go." This has helped me take action instead of overthinking. Professionally, it pushed me to step into leadership roles and start my business. Personally, it built my confidence and reminded me that growth comes from doing, not waiting.
SN: Have you always wanted to work in the automotive industry? What keeps you here?
DM: Not always; once I got in during and after college, I realized how much impact I could have. What keeps me here is the opportunity to make a difference and help people understand their vehicles, repairs and options. There's a real need for transparency and education in this space, and I’m committed to being part of that change.
SN: Who was the most influential person on your career/goals?
DM: The most influential person has been myself––through my experiences, challenges and the decision to keep pushing forward. Every obstacle I've faced has shaped my direction and strengthened my purpose. While I've had support along the way, it's been my commitment to growth and impact that has truly defined my path.
Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN's #SheIsSEMA Woman of the Year award, featured on SBN's social media, SEMA News and recognized on the sema.org/she-is-sema website.
