I’m a Female Founder. Here Are 3 Things I Wish Someone Had Told Me Before I Started My Business
Posted: 12 March 2025
Starting a business is exhilarating, terrifying, and everything in between. When I took the leap only a few weeks after the birth of my daughter (some might call that timing insane!), I had no idea just how much work I was going to be in for.
Back when we launched I Love Linen, online stores were still a relatively new concept, so I had to learn everything while doing it. It’s been amazing to look back at almost 15 years of effort and hard work to reflect on what I’ve learnt, and to also stop and be proud of myself.
While there’s no way to fully prepare for the journey, I wish someone had told me these three things before I started.
1. You Need to Be Prepared for the Long Haul (Success Takes Time)
In a world of overnight success stories and viral brands, it’s easy to believe that if your business doesn’t take off immediately, you’re doing something wrong. But the less glamorous, common sense approach is that success takes time. A lot of it.
I’ve learned that sustainable growth is built on consistency, resilience, and the willingness to keep going even when things feel slow. There will be moments of doubt, times when you question everything, and periods when it feels like nothing is working. But real success comes from showing up every day, refining your approach, and staying committed to your vision.
If I could go back, I’d tell myself to stop looking for quick wins and focus on the long game. Every setback is a lesson, and every small win adds up. Trust the process.
2. The Family Struggle Juggle (Mum Guilt Is Real, But So Is the Freedom You Create)
Running a business while raising a family is no joke. And for me, mum guilt is very real. Whether it’s missing school drop-offs because of early meetings or feeling like you should be working when you’re spending time with your kids, the internal tug-of-war never really stops.
But here’s what I’ve learned: You can’t do everything, and that’s okay. Sometimes you have to make hard choices, but the beauty of being a founder is that you also create something incredible - flexibility. You design your own schedule, set your own priorities, and build a business that aligns with your life (not the other way around).
Yes, there will be sacrifices, but there’s also a deep sense of purpose in knowing you’re building something that not only supports your family but creates opportunities for others, and inspires your kids along the way!
If I could give one piece of advice to other women starting out, it would be this: Give yourself grace. You’re doing your best, and that’s enough.
3. You Need to Trust Yourself More (Stop People-Pleasing and Back Yourself)
Women are often conditioned to be agreeable, to seek approval, and to put others’ needs before their own. In business, that can translate into second-guessing decisions, over-explaining ourselves, or waiting for validation before taking action.
One of the biggest shifts I’ve made is surrounding myself with other incredible women - founders, mentors, and friends who lift each other up. When you’re in a room full of women who believe in themselves, it becomes easier to believe in yourself too.
So, if you’re just starting out, remember this: You’ve got this. Go find your people who will be there to inspire and motivate you.
After reflecting on my time as a female founder, I felt inspired to reach out to a few friends and get an inside look at their experiences…
Stacey Hollands, Lust Minerals Founder
Meet Stacey Hollands, Founder of Lust Minerals
What made you want to start Lust Minerals?
Lust Minerals was born out of my personal experiences in the beauty industry. Before starting the brand, I spent years working as a beauty therapist, performing facials and creating amazing results for women, but with the use of harsh products. I’d create beautiful results for clients and then end up with hand burns from the harsh chemicals I was using. On top of that, clients would often return to their normal routine of using chemical-based foundations that clogged their pores following their facials, and we'd be stuck in this endless cycle of fixing damage that could’ve been avoided - if they used products that allowed their skin to breathe.
Around that time, my dad was also sadly diagnosed with cancer, and it really hit me hard. I was very young at the time. My therapy during that period became researching anything and everything I could to find a cure for him. That’s when I discovered just how much damage chemicals can do, and how much we unknowingly absorb in our everyday life. As women, from beauty products alone, we absorb up to 2 kilos of chemicals per year. I knew something had to change.
At the time, many mineral makeup and natural skincare brands didn’t perform as well as conventional products, so I saw a gap in the market. I wanted to create something that bridged that gap - high-performance, clean beauty that didn’t compromise on results. Lust Minerals was born out of the desire to offer people an alternative to toxic beauty products and to make clean beauty accessible and effective.
Have you ever had a moment when you wanted to give up?
I’ve never been one to give up, it’s just not part of who I am. I’m always focused on finding solutions, no matter what challenges we face. Sure, there were times when things felt tough, but I’ve always believed in what we’re doing and that belief is what kept me pushing forward. Along with the incredible transformations and feedback from our community, that belief has been a constant source of motivation.
In the early days, though, it often felt like we were a small fish in a big sea, surrounded by massive competition. The beauty industry was crowded, and there was a lot of scepticism around clean beauty. People didn’t think it could offer the same results as traditional products. But what kept us going was the fact that no one else was doing it quite like we were, and that was the whole reason Lust Minerals was born, to prove people otherwise. There is no need to sacrifice your skin or your health in order to achieve results.
I knew that once people tried our products, they wouldn’t look back. Plus, we weren’t and aren't just selling products; we were creating an entire experience - high-performance clean beauty products combined with education, support, free colour matching, comprehensive skin consultations and advice, and an online shopping model that mirrored an in-person experience.
What's the best piece of advice you have ever received?
The best advice I received was to always focus on the customer experience and community. By keeping our community at the heart of everything we do, building genuine relationships, and offering real value, we created a loyal following. The success of Lust Minerals is a direct result of this approach, offering not just products, but also education, support, and a strong sense of belonging. When you focus on nurturing your community, your business will naturally flourish.
Jess Ruhfus, No. 2 Founder
Meet Jess Ruhfus, Founder of No.2 Co
What made you want to start No. 2 Co?
No.2 Co was born from sharing a tiny bathroom with two boys during COVID lockdowns! I tried everything from aerosols to matches to diffusers & sprays - & nothing elevated the experience while actually looking good in our bathroom. It was a bit of a nightmare, so I started mixing formulas in my kitchen until I cracked the recipe for No.2 Drops , which has no synthetic fragrances & remains Australian made.
No.2 Co actually isn't my first business, but I've absolutely fallen in love with growing brands. I ran an English tutoring business out of high school, and started a marketing software company in 2014 & after selling that business after a decade, I was really drawn to getting No.2 Co off the ground. Being a physical product business, & addressing pain points that are incredibly widespread (everybody 'goes!') It's been a new & exciting challenge for me & I've been learning a lot.
Have you ever had a moment when you wanted to give up?
Yes of course! Running a business is one of the hardest but most rewarding things - the highs are high and the lows are low! Aside from the odd mistake that can be all-consuming & derail your plans, I think the most common worry in small business is around income & security. I know brands generating $ 7 million a year where the founder is barely taking a salary, for example, so there are a lot of smoke & mirrors in small businesses, & a lot of sacrifices.
Ultimately, I believe you need to be in business for reasons other than purely financial gain. It's a balancing act!
What's the best piece of advice you have ever received?
"Don't wait for opportunity, create it" is one of my favourite quotes. If there's something you really want, go after it/create it!
Anabelle Burns, Femme Organic Founder
Meet Anabelle Burns, Founder of Femme Organic
What made you want to start Femme Organic?
I feel like entrepreneurship was always in my DNA. I grew up watching my single mum juggle life with five kids while running her own fashion boutique, so setting out on my own path and following my passions just felt natural. Femmé Organic was born in the middle of COVID, during Melbourne’s intense lockdowns. With only half an hour a day to leave the house, I found myself overthinking even the simplest purchases - questioning ingredients, quality, and why I had been blindly sticking to the same brand for years. At the time, there was only one organic cotton period care brand available, but it was all wrapped in plastic, and the quality wasn’t quite there.
That’s when my brother and I decided to create something better - a period care brand that wasn’t just organic but truly ticked every box: high-quality, good for your body, and sustainable. Because let’s be real, how can you call yourself an organic brand if sustainability isn’t at the core? We tested so many products, worked with women to get real feedback, and kept refining until we landed on the perfect range. And just like that, Femmé Organic was born.
Have you ever had a moment when you wanted to give up?
Absolutely. It’s been four years now, and there have definitely been moments of doubt. One of the biggest was when we pulled our products from Woolworths. For any business, losing a major retailer feels like a huge setback, and at the time, it felt like everything was falling apart. But instead of dwelling on it, we took a step back and reassessed our purpose. That’s when our bathroom boxes were born. We completely reworked our business model, refined our offering, and honestly, what felt like our lowest point turned out to be the reason for our success. Those tough moments are brutal, but I’ve learned that when you hit rock bottom, there’s only one way to go- up!
What's the best piece of advice you have ever received?
"Comparison is the thief of joy." - I’ve carried this advice with me through both my personal and business journey. It’s so easy to get caught up in what everyone else is doing - especially with social media making it impossible not to compare. But the truth is, no two journeys are the same. Trust the process, focus on your own path, and know that everything will align when the time is right.
Tess Nguyen, Midnight Mischief Founder
Meet Tess Nguyen, Founder of Midnight Mischief
What made you want to start Midnight Mischief?
I started my business because I wanted to finally explore my creative and business side after years of playing it safe. As a physiotherapist, I had a stable career, but I always had this love for fashion tucked away in my heart. Growing up, I didn't personally know anyone in that world, so I never seriously considered it as a realistic path for me.
Being raised in Australia, I've always felt grateful for the opportunities this country has given me and my family. I realised I wasn't honouring those opportunities by ignoring a big part of who I am. Starting this business became my way of making sure I wouldn't look back one day with regret, wondering "what if?" I wanted to give that creative part of myself a real chance to breathe and grow.
Have you ever had a moment when you wanted to give up?
Oh definitely! I still have those moments, and they come more often than people might think. Business is full of ups and downs, and during those down moments, it's so tempting to think about walking away.
What keeps me going is this personal promise I made to myself to do the hard things in life. I've always believed that growth happens when we're uncomfortable, not when everything's easy. So when things get tough, I take a moment to remind myself of all the other challenges I've faced and made it through.
What's the best piece of advice you have ever received?
There's been so much good advice along the way, but what really resonates with me right now is simply "trust your gut."
For the past few years, I found myself making decisions based purely on what seemed logical or what others thought made sense. But I noticed I felt kind of stuck, like I wasn't really moving forward in a meaningful way.
It's been the times when I've listened to that quiet voice inside—even when it didn't make perfect sense on paper—that I've made my best moves, both in business and in life. Whether it was a design choice that felt right but seemed risky, or a partnership that just felt good even without all the data to back it up.
I'm learning that my intuition isn't some mystical thing—it's actually my brain processing all my experiences and knowledge in a way that's too complex for me to consciously break down. So now I'm trying to give that inner wisdom more space to guide me, while still doing my due diligence!
Stevie and Nadia, Active Truth Founders
Meet Stevie Angel, Founder of Active Truth
What made you want to start Active Truth?
As new mums returning to exercise, we struggled to find activewear that fit and supported our changing bodies. Our personal frustrations turned into a mission when we quickly realised we weren’t alone—so many women felt excluded by the activewear industry. We believed women deserved better representation and better fitting activewear no matter her size, shape, or stage of life. So, we created Active Truth to challenge stereotypes, celebrate all bodies, and help women feel confident in activewear.
Have you ever had a moment when you wanted to give up?
We’ve never wanted to give up, but there have certainly been tough times—moments when the challenges of running a business felt overwhelming and a regular job seemed like the easier path. But we push through because we believe so deeply in what we do. Hearing from our customers about how a great-fitting pair of leggings can make them feel confident and seen reminds us why we do what we do. It’s those stories, that impact, and the knowledge that we’re creating real change that keeps us motivated, even on the hardest days.
What's the best piece of advice you have ever received?
The best advice we’ve ever received is to listen and learn from others, but always trust your instincts. We’ve had plenty of opinions thrown our way over the years—some helpful, some not. While it’s important to learn from experts, no one knows our business, our customers, or our vision better than we do. Confidence in your own judgment is key—take in advice from others, but stay true to what feels right for you and your business.
