I started my entrepreneurial career with the launch of the Mocks brand in 2004, creating the market in Australia for phone socks. With Mocks I won various awards including twice being a finalist in the Telstra Young Businesswoman of the year and winning the Telstra Microbusiness Award for NSW.
I then went on to write about my experiences in my book Brand New Day which has become a best seller in it’s category. Next came Social Rabbit, social media consultancy, after success with the Mocks brand on Facebook in 2010, but within 18 months I realised that a service based business was not for me.
In 2012 I had a change of scenery and went back to the UK to see if I was missing anything – apart from family and Sadlers Wells (ballet company) I realised that it wasn’t where I wanted to be. While I was in the UK I worked for an online travel company for a year covering a maternity position in Brighton.
I sold Social Rabbit, finished up the maternity cover and worked on the next BIG IDEA which turned out to be Beauty Hum. Beauty Hum started in 2013, a marketplace for individual hairdressers and beauticians to meet customers.
In 2014 I closed Beauty Hum due to my Mum dying and took a regular job launching and running the Australian arm of UK company Omlet, selling pet products. In 2 years I grew this business to a $1.5m turnover.
LOLL poncho towels was launched in 2016 for grownups after realising that I wanted what the kids on the beach had! Since then there have been lots of other businesses, such as Story Antics – a VC funded venture sold in 2021.
In 2021 after going through IVF I started Hoopsy, when I couldn’t get over the madness that saw 30 billion diagnostic tests using plastic when they didn’t need to. I developed the world’s first plastic-free pregnancy test. As of writing this I am working on bringing this to market.
I regularly speak on femtech, sustainability, fundraising, startups and small business topics to networking groups, university students and companies.