Val Veiock
Owner, Bing’s
Age: 33
Education: Bachelor of Arts, Grand View University; Master of Science in organizational leadership, Grand View University
Wife: Chelsea Dexter
Children: Ollie (son, just a few weeks old!)
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Tell us four of your proudest accomplishments or accolades.
I founded the city of West Des Moines’ first pride event: Valley Junction Pride.
I own Bing’s, a gift store that is consistently voted the Best in Des Moines.
As the affiliate director of I Support the Girls Iowa, I coordinated donations of over 100,000 personal care items to people in need in 2025.
I use my platform to advocate for human rights, women’s rights and the small-business community.
What’s an experience or memory that influenced how you saw the world or what you wanted to do in life?
I watched my mom build a small business in Historic Valley Junction through sheer grit and long hours. I didn’t know I’d follow the same path, but her work ethic set the standard for how I show up for my own business, family and the small-business community.
What’s one decision you made early in your career that had an outsized impact?
I decided early to let my values of celebrating diversity, equity and inclusion guide my business and to stand up for what I believe in, even when it feels risky. That authenticity is the core of my business and helped me find the right audience and loyal customers.
What are your aspirations for the future?
I am working on creating space for marginalized voices. I want LGBTQ+ Iowans to stay in Iowa because they feel safe and welcome here. The best way I have been able to do this is through hosting Valley Junction Pride, but I would like to host events all year-round.
What are you still working on to improve as a leader?
I’m working on letting go of the need to do everything myself and focusing more on empowering others. Delegating and trusting my team not only strengthens them — it makes me a better, more sustainable leader.
What’s one piece of advice you’d give to a young professional?
If you ever find yourself wondering why someone hasn’t done something about an issue you care about, remember you ARE someone. You can be the catalyst for change and the more people you can bring with you to fight for the causes you care about, the more work you’ll get done!
What’s one regular habit that’s made you successful?
I surround myself with people who are creative, supportive, fun and interesting because I really believe that you become like the people you spend the most time with. Find the best people you can, treat them with love and kindness and that’s what you’ll get in return.
What’s one outdated way of thinking that you’d like to challenge?
That small businesses must stay silent about their values to succeed. People want to know who they’re supporting. Every dollar spent is a vote for the kind of world we want, and transparency helps customers feel good about where their money goes.
What is one issue you would like to see Central Iowa leaders address, and why?
I wish leaders were spending more time trying to get young people to stay in Iowa because they are a valuable and important part of the workforce. Currently Iowa ranks as the seventh-most outbound state overall and the statistics for LGBTQ+ youth are even more staggering with less than half saying they plan to stay in Iowa after high school.
What’s one fun fact about you?
I was a nine-time All-American in the throwing events at Grand View University!
Hobbies: I am overly obsessed with my dogs, Penny and Potato, I collect antique typewriters, and I love miniatures.
What is one word that best describes you?
Valiant.
What’s one food you think people must try in the Des Moines area?
The French cruller donut from ChaCha’s Hiland Bakery.
What’s the funniest or most surprising thing that’s happened to you recently?
People regularly recognize my dog Penny, our shop pup, far more often than they recognize me, the actual owner of Bing’s.
What’s your favorite tradition to participate in locally?
Volunteering for Des Moines Refugee Support’s Annual Back to School Event.
What is your go-to snack?
Ramen.