HOW ONE DEVON WOMAN IS REFRAMING A MALEDOMINATED PROFESSION
Maybe it’s not about being or doing more? Perhaps there’s a better way to approach business & life?
We are back with the second issue of Athena magazine, THE publication for women in business in Devon. The feedback from the first issue was truly overwhelming and we are so grateful to all our readers and contributors.
As we enter 2025 and set our intentions for the year ahead, it is important to recognise that this time of year can be problematic for women. We often feel the pressure to reinvent ourselves and
Stacey
do and be better, thinner, younger, fitter, and more productive.
But what if 2025 isn’t about creating a new you? What if doing more isn’t the answer? What if, in the words of Dieter Rams, less is better? In this issue, we hear from women who have found a better way to approach business and life to find long-lasting happiness without risking our mental and physical health.
Fran
Photos by Becky Craven
International Women’s Day
Whilst International Women’s Day is still a little way off, it felt remiss of us not to mention it in this issue. As we only publish Athena magazine three times a year, and the next issue doesn’t come out until May, we decided to at least give it a mention.
On the 08th March, the internet will explode with performative posts on the need to empower women, and the gender equality equivalent of greenwashing will be rife.
The UN Women UK theme for International Women’s Day 2025 is “For ALL women and girls: Rights. Equality. Empowerment.” The message is that change starts here, with you – and with empowering the next generation.
At Athena magazine, we celebrate the achievements of women every day. We are dedicated to showcasing the incredible local women who have been kind enough, and brave enough, to share their stories, tips and expertise with us. We genuinely believe that each and every one of us has a duty to support and uplift the women and girls who come behind us.
We want Athena magazine to act as a local beacon, showing women, and young girls, what is possible and highlighting the local role models, mentors and networks that can support us on our business journies.
According to UN Women UK, we’re facing a 300-year wait for gender equality. But rather than let that put us off, let’s try to take whatever small action we can take to help another woman up the ladder, shine a spotlight on her and push her towards success. Today, on International Women’s Day and every day.
We are still working to get Athena Magazine printed and distributed to local secondary schools, libraries and community spaces. We’d like to reach women and girls who aren't in spaces where they are exposed to entrepreneurship so they can see what is possible and available to them and what support they can get. We have set up a GoFundMe page to raise funds to do this, and if every reader donated just £1 it would really help us to make this a reality.
EDITOR
Stacey Sheppard
DEPUTY EDITOR
Stacey Sheppard & Fran Minifie
SUB-EDITOR
Stacey Sheppard & Fran Minifie
PROOFREADERS
Stacey Sheppard & Fran Minifie
CREATIVE DIRECTOR
Fran Minifie & Stacey Sheppard
STYLE DIRECTOR
Fran Minifie & Stacey Sheppard
ART DIRECTOR
Fran Minifie & Stacey Sheppard
PHOTOGRAPHY DIRECTOR
Fran Minifie
PRODUCTION MANAGERS
Stacey Sheppard & Fran Minifie
ADVERTISING MANAGERS
Stacey Sheppard & Fran Minifie
SUBSCRIPTIONS MANAGERS
Stacey Sheppard & Fran Minifie
CIRCULATION MANAGERS
Stacey Sheppard & Fran Minifie
CHIEF FINANCIAL OFFICER
Fran Minifie
PR & MARKETING DIRECTORS
Stacey Sheppard & Fran Minifie
COVER DESIGN
Stacey Sheppard & Fran Minifie
COVER MODELS
Dot Moorhouse & Nette Hargreaves
Co-Founders Fran & Stacey wearing ALL the hats
New Year... Real You?
By Nette Hargreaves
Yup, you read that right. This is your invitation to wave goodbye to "New Year, New You".
It’s a missive that crops up every year and I am sick of it. The whole thing is an unfair set up, especially for women. You’ve just scraped through creating a magical holiday experience, possibly for everyone except yourself. Then comes New Year’s Eve with the pressure of turning your life upside down just because the clock struck midnight. Presents under the tree are swiftly replaced by dry January, losing weight, getting fit, eating more vegetables,
decluttering your home and having a plan or a schedule for every aspect of your life. Simultaneously, like a broken dam, your inbox becomes flooded with every influencer running a webinar on how you can crush 2025 in business. I’m exhausted just thinking about it.
So, what’s really behind this need to better yourself? Well, obviously it’s a great way for people to sell you stuff. Nothing wrong with that per se… after all, we are all in business. But the “no booze, get fit” mantra really taps into a deeper desire altogether: To feel good about yourself.
So what if instead of doing more and striving to change yourself, you dropped all that isn’t serving you and embraced who you already are? Sounds radical, right?!!
Here’s the flex: You don’t need a personality overhaul or a mile-long list of resolutions to feel good. You’re already brilliant exactly as you are. Right now.
Photography by Fran Minifie
“I’ll be happy when…” is a guaranteed formula for failure. In his book, Happy Sexy Millionaire, Steven Bartlett shares that despite thinking he’d be happy when he made it big - his company was valued at $200M when it went public – he didn’t feel any happier as a 25-year-old multi-millionaire than he did as an 18year-old university dropout. World record big wave surfer Maya Gabeira said she felt good after conquering the largest wave ever surfed by a woman on the famous coast of Nazaré, Portugal. After the elation and adrenaline wore off, however, she found that she wasn’t forever changed but still the same person she was before.
What if the key to your best 2025 (and beyond) is shifting your focus from needing to be better, fitter and picking up new habits to simply dropping all the things that don’t serve you?
Start by saying “no” to everything that drains your energy. Instead of running to the gym, get off the treadmill of obligations that give you the ick. Yes, you’re allowed to opt out of the next school bake sale.
I can feel your head spinning with the “how”: How do I know what to say “yes” to? How do I avoid burnout and overwhelm? How do I tap into this internal brilliance you speak of? I’ll let you into a little secret. It’s all about energy!
Out there in the universe is the blueprint to your unique energy. It’s called your human design. It may look complex but I promise you it’s magic. Decoding your design into practical, actionable steps is like someone handing you your own operating manual. It’s your invitation to step back into your individual truth. Understanding yourself through the lens of your design is not about adding more “fixes”. It’s about releasing all the stuff that’s not you.
You’re not here to hustle your way into happiness. When you stop trying to live up to the exhausting expectations of some future you, you free up energy to actually enjoy being you now. Trust me, there’s no upgrade more powerful than unapologetically stepping into your own self.
Nette Hargreaves is the founder of Empowered Human Design. She makes understanding your human design easy and practical so you can feel fantastic about yourself as a person, parent and business owner. She is also the author of "Purposeful Parenting: A practical human design handbook for raising confident, authentic and resilientkids". www.empoweredhumandesign.com
Freedom, Flexibility and a Fear of Finance
By Stacey Sheppard
It comes as absolutely no surprise to anyone reading this article that female-led businesses lag considerably behind male-led businesses, with only 20% of all business owners in the UK being female.
However, according to the Federation of Small Businesses, female-led businesses contribute £116 billion to the UK economy. This is still far from the £250 billion that the NatWest Rose Review estimated they could contribute. Whilst the numbers are climbing, up from 16.65% in 2018 to 20.46% in 2024 according to UK Finance, the pace of change is less than impressive.
Initiatives Aimed at Dismantling Barriers
Several initiatives have arisen aiming to identify and dismantle the barriers that female entrepreneurs face to starting and growingbusinesses. TheInvestinginWomen Code was developed in response to the NatWest Rose Review and is designed to provide a commitment from the financial services sector to improve female entrepreneurs’accesstotools,resourcesand finance.
Anotherinitiativecreatedinresponse to the NatWest Rose Review is the InvestinWomenTaskforce.Thisisan industry-led, government-backed initiative with a mission to create one of the world’s largest investment pots of £250m, with capital deployed by female investors to accelerate investment into female-powered businesses across the UK. The aim is to drive sustainable and systemic change that will lead to economic growthandimprovedproductivity.
NatWest isn’t the only bank to be spearheading change for female entrepreneurs, Santander, Lloyds, HSBC, MetroBank, Coutts and The British Business Bank are all involved in initiatives to support female entrepreneurs and women-led businesses.
The Disconnect Between Big Initiatives and Small Businesses
Whilst these initiatives are a move in the right direction, they do feel somewhat removed from the reality of many small and micro businesses that are run by women. For those of us working alone, a lot of these reports, whilst accurate, fail to result inactionplansthatfeelapplicableto ourcircumstances.
those of us with low levels of financial literacy leaving us even moreisolatedonourentrepreneurial journey.
But a recent report from Small Business Britain in collaboration with ClearPay and Square aimed to understand the opportunities and challenges currently facing female entrepreneurs in the UK. The results of a survey of 1067 female entrepreneurs and interviews with 15 female founders shed light on their experiences with entrepreneurship and looked at what works and what needs to change to support their growth and sustainability in the worldofentrepreneurship.
The data gathered in the report provides clear insights into why women are starting businesses. 60% of those surveyed were seeking independence and wanted to be their own boss. 49% of participants were looking to improve work/life balance. Of those surveyed, 44% were pursuing a passion, hobby or side hustle, whilst a mere 12% wanted to make more money. 42% of respondents needed more flexibility to accommodate caring responsibilities.
Talk of private equity and venture capital investment can feel very intimidatingandexclusionaryto
Whilst independence is the main motivator for women when starting a business, women still face challengesandbarriersthatcan
hinder their business progress. The report found that 57% of women experience a lack of business knowledge and confidence which is hinderingtheirprogress.
Why Many Women Avoid Seeking Funding
A secondary problem that women experience relates to finance with 39% of those surveyed stating that they find it difficult to secure the necessary funding for their business growth. Because of this 79% of female founders started their business with their own money, (this rises to 88% for ethnic minority female founders) with many reporting that finance is often not seenasaviableoption.
This leads to 37% of women surveyed relying on working capital within their business as a route to growth, even if that means growing at a much slower pace. The nervousness around debt and the pressure that comes with repaymentsmeantthat58%ofthose surveyed have never accessed any externalfinanceatall.
When you think about it, it makes sense. If independence is the primary motivator for women when starting and growing a business, they are unlikely to pursue equity financing if theyfeeluncomfortablewiththe
idea of an investor owning part of their company. But it’s not just that. Half of the women surveyed did not understand enough about equity investment in the first place.
The Role of Financial Confidence and Education
The reasons for this can be largely explained by the lack of financial educationatschoolorduringfurther education. Jackie Davies, founder of Communications for Development, based in Totnes, says: “As a small business owner running a consulting companyworkingwithcharities,Iam confident about most aspects of my work but not about finances and financial management. I feel underequipped, chaotic and on very shaky ground despite all sorts of tools out there, because I don't know how to use them, and I don't know who to ask. I think I have subconsciously deprioritised this area because it’s always felt 'uncomfortable' to talk aboutmoney.”
Many women believe that it is not culturally appropriate for them to focus on financial growth. But is it any wonder given that women have only been able to open a bank account in their own name in the UK since1975?
The lack of conversation around financehasledtoaclearlackof
peer-to-peer support in this area and means that most of the founders surveyed are very reticent to take out debt, seeing all debt as a ‘bad thing’ or a burden on the business. Very few women acknowledged the idea of debtbeinggoodforgrowthorfinance beingbeneficialforbusiness.
The report highlights the need for better financial training and more information, to give women greater confidence in making strong financial choices for their businesses. Women are simply not being furnished with sufficientskillsandconfidencetostart and grow a business, a challenge that must be addressed in order to ‘level up’ gender equality in business ownership.
The Gendered Approach to Business Success
What is refreshing about this report though, and what I have not really seen addressed by research before, is that availability of finance, is not the onlyissue.Itisalsoawilltoapplyforit in the first place. Any education or training programmes aimed at women must be geared towards our distinct needs and experiences. Training must acknowledge this need that women have for independence and flexibility which is often the priority over financial success. Assuming we have the same success metrics as our male counterparts is a flawedapproach.
For many female founders, our key motivations are not purely financial. For women, success might relate to impact in the local community; it mightbehiringotherwomen;itmight mean combatting climate change. Our motivations are incredibly broad and when we measure success of female entrepreneurs, this needs to beaconsideration.
Understanding our key drivers and designing initiatives around them is imperative to breaking down the barriers to opportunity for female entrepreneurs and enabling the next generation of female founders to have more confidence when it comes tofinancialmatters.
Optimism for Growth and the Role of Technology
Despite these challenges and the painfully slow progress that is being madetodismantlingthebarriersthat female entrepreneurs are facing, thereisasenseofoptimismamongst female founders for the year ahead. 65% of those surveyed are expecting their businesses to grow in 2025. This trend is stronger amongst ethnic minorityfemalefoundersat76%.This growth is largely expected to be driven by the introduction of new revenuestreams(62%).
Artificial Intelligence (AI) has been identified by many women as an
opportunity for future growth with 55% currently using the technology and 21% planning on adopting AI for their business in the next year. The report found that it is primarily being used to save time (33%) and maximise marketing (37%).
For
many female founders, our key motivators are not purely financial.
Tailored Education for Sustainable Growth
Gaining new skills in business is a key challenge for all entrepreneurs, butparticularlyforfemalefounders whoarelookingformoresupportin salesandmarketing(39%),business planning (25%), overall business confidence (19%) and financial literacy(13%).
If we can empower women with the relevant skills, technology and support in financial confidence, it could be transformational for female-led businesses resulting in sustainable growth for their businesses and the economy as a whole.
Stitch by Stitch
How knitting and crochet became a path to healing for this creative entrepreneur.
By Stacey Sheppard
When Sam Webber suffered from a bout of depression that affected her mental health in 2020, she turned to knitting as a way to improve her wellbeing. However, not being able to find beginner-friendly tutorials and patterns to learn from, Sam spotted a gap in the market that she knew she could fill and started to create them herself.
That Crafty Stitch was born in late 2020 and Sam has been on a mission ever since. “My mission is to ignite creativity in the masses, focussing on positivity and mindfulness, whilst educating individuals on improving mental health through crafting therapy,” she says.
Embracing Opportunities
For many people, launching a business in 2020 when much of the World was locked down would seem like a risky thing to do. But not for Sam.
“I had witnessed the online shopping peaks throughout lockdown so launching something new while we were still dipping in and out of lockdowns wasn't risky to me, it was an opportunity,” she says.
“I had also seen how people were craving something other than screen time, things like knitting, embroidery, pottery were all rising in popularity. I just had real confidence in my idea and to be honest the concept of it not working didn't really occur to me.”
Sam explains that she did miss the boat slightly on the height of the small business shopping boom during the pandemic but she’s glad she was able to sustainably grow the business after that point.
Entrepreneurial Mindset
It is this entrepreneurial approach that has set Sam in such good stead with her business and she says she has always had a problem-solving mindset and enjoys a challenge.
“For as long as I can remember I have wanted to have my own business,” says Sam. “This started at around the age of eight when I tried selling friendship bracelets at the bottom of my garden and at school,” she continues, admitting that whilst she didn't sell many, it didn't put her off.
Her first “proper job” was shelfstacking and working on the checkout at the local Co-op when she was just 14 years old followed by a Saturday job at Dorothy Perkins in Torquay where she worked her way up, becoming a key holder by age 18. It wasn’t long before London beckoned, and Sam headed off to the big smoke to take on various management roles with Topshop.
Mental Health Matters
After eight years in London, she returnedtoDevon for a job as store
When asked where her entrepreneurial mindset came from, Sam says she’s not really sure as she had no self-employed or business owner role models growing up. “It's just something that I developed myself over time,” she explains.
“Throughout my later employment with Arcadia as a retail manager I would always find myself calculating the minimum amount of wages I could survive on in order to start my own business,” says Sam and ironically that is actually how she ended up starting
That Crafty Stitch. Working a parttime admin role to cover her bills, Sam found the time to work on developing her own business.
Trial and Error
But it wasn't as easy or as straightforward as she thought. “I tried many business ideas before landing on That Crafty Stitch,” says Sam explaining that coming up with new business ideas is like a hobby for her. Her dog walking and sitting business Torbaydogs, her fashion brand Sam & Mi and her craft business Bababumpkin are amongst the ventures that never really took off. But this period of experimentation and dare I say it, failure, is what helped Sam to find her feet and work out what she really wanted to do.
Business Growth
And once she had it figured out there was no stopping her. Over the past four years, Sam has grown her business in the most admirable and inspiring way. To anyone looking in from the outside, who’s unaware of the journey Sam has been on and the vital experience that she gathered from her previous career in retail, it might appear that Sam got lucky and That Crafty Stitch simply took off. But this couldn’t be further from the truth.
For those of us paying attention and following Sam’s journey through her manager for H&M where work-related stress eventually led her to a bout of depression and ultimately forced Sam to leave her job. “It wasn't so much of a choice to quit my job,” she explains, “it was a necessity for my mental health.”
meticulously branded and strategically curated social media accounts, it’s easy to see that Sam pours every ounce of heart and soul into That Crafty Stitch, working diligently to meet her ambitious goals and grow the business. The orders that come pouring in aren’t the result of a few viral reels, but of a clear vision, tireless determination, endless creativity and an admirable drive to succeed.
Bricks & Mortar Business
Last year, with her e-commerce business continuing to grow, Sam made the decision to open her own bricks and mortar shop just off Torquay high street, a decision that may appear risky at a time when highstreets are often littered with empty stores and expensive overheads are pricing many small businesses out. But where others see obstacles, Sam sees opportunities.
“I have always wanted a shop, ever since I was that little girl at the end of the drive trying to sell friendship bracelets through to when I was a store manager for Topshop,” explains Sam. “I have always enjoyed retail, the merchandising, analysing figures, and making business decisions. It's all I've ever really done in my adult life, so it was something I felt totally confident in.”
But this wasn’t a spontaneous decision taken on a whim. It was something that Sam had been working towards for a while. “I viewed the shop unit I am in now back in 2022 when the business was a lot smaller,” she explains. “I wasn't ready for a shop back then but I believe in manifesting and wanted to signal to the Universe that this was something I wanted in my future. When the shop unit came up, the price was really good and I went for it without thinking too much.”
Behind the Curtain
Whilst the shop has only be open for a few months, Sam is under no illusion that running a bricks and mortar store is not easy and she doesn’t want to give anyone else the impression that it is.
“Let me divulge some honest truths about shop keeping though. I do not believe it would be possible without the back-up of my online sales,” she says. “I see the shop as an additional income stream, it would not sustain itself without the website. I can justify this because I have to rent somewhere to run the business from regardless of having the shop, so the residual income from having a shop front covers the overheads for me. Plus it has been an amazing marketing exercise and creates brand trust for my online customers too.”
Toxic Trolling
Whilst Sam says she can’t really name any particular challenge that she has had to overcome on her entrepreneurial journey with That Crafty Stitch, there have definitely been moments that have tested her.
The shop had only been open for two months when Sam was a victim of online trolling. She says: “I had still not physically recovered from the month-long solo shop fit process and I had poured my everything into my business over the last four years, so for someone to post a tear down like that was a lot to deal with. The fact it was anonymous was also very unnerving.”
Online trolling can have a very detrimental effect on a business’ reputation. However, for Sam, the experience led to a spike in her online traffic and more people discovering and following her social media accounts as she shared her experience of being trolled online and the upset that it had caused her.
Redressing the Balance thatcraftystitch.co.uk www.instagram.com/that_craftystitch
So, what does 2025 have in store for Sam and That Crafty Stitch? Where will she put her focus and attention? “My word for 2025 is 'Magical' as I had such as successful year in 2024 and I managed to get a lot of my practical ducks in a row,” she says. “But there was an obvious gap in special memories, spending time with friends and family, travelling and, dare I say it, a romantic relationship. As the business grows, I need to learn to continue the growth but also dedicate more personal time.”
Crafting Change
How one Devon woman is reframing a male-dominated profession
Emily Chamberlain is a carpenter at Carpenter Oak, an award-winning company that makes hand-craftedoakframed buildings, bespoke oak framehouses,andtimber frameextensions.
by
Fran Minifie
Photography
Photography
When Emily Chamberlain was at boarding school in Oxfordshire, the idea of becoming a carpenter wasn’t even on her radar. Not surprising given that just 4.3% of carpentry vacancies are filled by women. The UK trade industry has been a male-dominated profession as far back as we can remember, and according to recent stats from Checkatrade, the persistent lack of female representation extends across all trades from painting and decorating (33%) to plumbing (28%) and construction (16%).
The reasons for this are numerous, from outdated schooling that steers young girls away from manual work and off to university, to a lack of opportunities and support for women to break into the industry, to the 20% gender pay gap that still exists in the trades.
“I wish I had realised I wanted to be a carpenter earlier than I did,” says Emily. “It wasn’t an option when I was at school. If you’re academic there’s always a push to go on to university and not do anything which is more craft-based.”
Great Expectations
Emily followed the expected career path and at 18 years of age she headed off to Camberwell, part of the University of Arts London, to study an art foundation course. This led her to The SOAS (School of Oriental and African Studies) University of London where she studied a whole range of different subjects including philosophy, anthropology, and gender studies. Her dissertation focussed on the history of women and bicycles and why there’s so much disparity between the number of men who cycle and the number of women, and how that compares across countries.
Emily is what I would call a multipotentialite – someone with many interests and creative pursuits. “I was quite academic at school but also sporty and into lots of different things so wasn’t really sure what I wanted to do,” she says. After graduating she took the time to explore all of these interests and gather experience across multiple industries.
by
Photography
Fran Minifie
Volunteering for Growth
“After Uni, I worked as a pizza chef and was also volunteering for a charity, distributing meals during COVID and working in markets doing free bike repairing,” says Emily who also volunteered for an NGO in Calais which was supporting people living rough. She cooked for thousands of people a day and chopped firewood for them.
But this wasn’t the only volunteer work she did. She also spent time working for The Skills Factory on Samos in Greece. The NGO ran a carpentry workshop, a bike fixing workshop, a welding workshop along with a kitchen, a garden and sewing machines. “That’s where I first started doing some carpentry, building really practical things for the people in the refugee camps like wooden coat hooks, shoe racks and planters to grow their own food.”
Emily also spent time volunteering in Lebanon building a straw-bale house with round timber frames made from old telegraph poles. She says: “This was my first experience of building with a timber frame, and I really loved it.”
The Call of Carpentry
After a summer working at green woodworking festivals, Emily started asking around for advice about where she could work as a timber framer. Carpenter Oak came up time and again, so she applied for a trainee job, had a successful trial week and moved to Devon to become a carpenter full-time.
To date, Emily’s experience of being a female carpenter has only been positive. “From when I first started asking for advice to now working at Carpenter Oak, everyone has always been really encouraging,” she says. “I am the only woman working in the workshop but it’s not an issue. I do feel, because I'm a female carpenter, I have to work extra hard and be an extra good carpenter to prove that women carpenters can do this job.”
Beyond the Stereotypes
It is important for Emily that people see a different image of a carpenter. “I wish more kids, especially girls, could see someone like me doing this role. There shouldn't be just one image of what a carpenter looks like,” she says, pointing out that it’s not just women who are underrepresented in this industry, but also ethnic minority groups.
“There definitely needs to be more encouragement at schools and colleges so that girls know it is possible to be a carpenter and for them to see that there are women doing it,” says Emily whilst acknowledging that the job is not for everyone. “You have to like physical work and being outside but getting to craft and build something tangible is very satisfying,” she says.
So, what advice would Emily give to girls and women who might be interested in pursuing a career in carpentry or other trades that are traditionally seen as male-dominated? “I think once you start looking and researching you realise there are actually loads of women in this industry, especially involved in ‘natural building’,” she explains while listing off women like Becky Little, Kate Edwards, and Ziggy Coco.
“I do think the carpentry industry is changing and there is space for women to do these roles. There is also a realisation that women can bring different skills and characteristics to what men bring.”
Navigating a Man’s World
Photography by Fran Minifie
At the same time, Emily admits that the industry isn’t well adapted to support women in the way they need to work. She says: “It would be good if there were more recognition that women are different to men. We’re more cyclical, which the industry doesn’t allow for.
"We work long days, especially on site, and I’m conscious that at times I need to draw inwards but being outside and physical is going against what my body needs at that time. At other times of the month though I have lots of energy and feel really engaged with the project and stimulated by physical work.”
Crafting Career Contentment
But despite the challenges of working in a male-dominated industry, Emily couldn’t be happier that her career path led her to carpentry. “I love working at Carpenter Oak as a timber framer, and I’m really grateful for the skills I’m learning. I’m so pleased I made the choice to become a carpenter,” she says.
It’s the combination of using her brain and her hands to create that she finds so fulfilling. “There’s a huge satisfaction to this job from taking 2D drawings and creating something 3D which fits together and makes sense. Then you get to take it to site and put it up. You know that it will be there for hundreds of years like some of the old timber buildings we see today which honour traditional methods of building.”
Emily’s journey into carpentry may not have been the conventional one, but it has led to a career filled with creativity and pride. It’s a reminder that paths don’t always need to be linear to lead to success, and sometimes, the most unexpected choices are the ones that bring the most joy.
As the carpentry industry continues to evolve, Emil reminder that, even when the odds seem stacked agai you’re going against the grain, it’s still possible
by
Photography
Fran Minifie
What You Really Need to Know to Make Money
By Marisa Guthrie, The Reluctant Capitalist
Here’s the hard truth about being an entrepreneur: we think being good—being the very best—at what we do is enough to succeed financially. The logic seems solid: excel as a coach, expert, artist, or practitioner, and the income will follow. But that’s only part of the equation, and for most of us, it doesn’t work out as simply as that.
So, we double down. We take another training, sign up for another course, or join another mastermind that promises to unlock the secret to making more money. But if this formula were foolproof, everyone with certifications would be thriving financially—and yet, so many aren’t.
When that revenue boost doesn’t happen, it’s easy to think, “Maybe I’m just not good enough” or “Maybe I’m not cut out for this.” Worse still, some of us start to believe that focusing on money somehow tarnishes our work. In the struggle between doing good and making a living, money often becomes the enemy.
Believe me, I get it. That was my mindset for a long time, and it didn’t lead to a healthier relationship with money or business growth. I stayed in the same place financially, stuck in an exhausting loop of overworking and under-resourcing. The real shift didn’t come from a course or certification but from changing how I saw myself—and my business.
Identity is Everything
Most of us get into business because we want to make a difference. We want to share our skills, solve problems, and contribute to positive change. Rarely do we set out thinking, “I’m going to become a CEO.”
“In the struggle between doing good and making a living, money often becomes the enemy.”
Many of us have even deliberately rejected that title, associating it with the corporate world that so many of us have intentionally moved away from.
So, instead of viewing ourselves as founders or CEOs, we identify as helpers, creatives, or problem-solvers. We’re here to deliver value, do good, help people, not make money. And yet, as The Reluctant Capitalist, I’ve come to see that understanding and embracing the business side is what enables us to do more good—not less.
This mindset is especially common in fields like art, wellness, and coaching, where people often say, “I’m just not good at promoting myself.” But it’s not about self-promotion. It’s about believing that we deserve to make a living from our work—and that, as entrepreneurs, we’re here to sell as much as we are here to serve.
As The Reluctant Capitalist, I’ve come to see that understanding and embracing the business side is what enables us to do more good—not less.
Accepting the Entrepreneurial Identity
An entrepreneur’s role is to make their work sustainable. If you’re doing work you’re passionate about and you want to sustain it, the truth is, you’re in business to make money, and that doesn’t detract from your impact; it enhances it. Once you make this shift, it becomes clear that business strategy isn’t at odds with your values. Making a profit doesn’t compromise your mission —it ensures you can continue it.
But getting comfortable with this idea takes time. Shifting your identity from “helper” or “artist” to “business owner” doesn’t happen overnight. It’s a step-bystep process of releasing unhelpful beliefs, of telling yourself, “I am the founder of my business. I am here to deliver great work and to make money.”
As The Reluctant Capitalist, I know this transition isn’t about losing sight of our values; it’s about honouring them fully. By learning to view ourselves as entrepreneurs who sell services or products, we’re in a stronger position to support our work, fund our causes, and maintain the energy to keep going.
Doing Good and Making Money Aren’t Mutually Exclusive
Here’s the heart of it: doing good work and making money can be two sides of the same coin. If you set up your business to meet both goals, you’ll find a sweet spot that allows you to thrive while creating impact.
When we finally start earning what we need, something shifts. Suddenly, we’re not pouring from an empty cup. We’re financially stable, which allows us to be more present, more generous, and more impactful in our work.
TheBottomLine
Doing good work and making money can be two sides of the same coin
Money isn’t the problem here. Nor are you. The problem is a belief system that tells us we must sacrifice our earnings to be of service. But when we undercut ourselves, we don’t get to do the work we’re here for. Instead, we burn out and struggle.
So, what’s the solution? To sustain the work that matters, we need to learn how to sell it effectively. That might mean adjusting our mindset, shifting our approach, or working with someone who can help us bridge that gap. And as always, the best business decision you can make starts with asking, “How can I keep going sustainably, and serve my clients/community?”
Marisa Guthrie is a business coach who works with business owners who want to put people and the planet at the core of what they do.
Her programmes are designed to empower solopreneurs and micro-businesses to build sustainable, values-driven businesses that allow them to make money while making an impact.
www.marisaguthriecoaching.co.uk
Tribe Coworks
Fri 28th Feb Fri 20th June Fri 10th Oct
Get a selection of pictures for your business held at this beautiful coworking space near Totnes, Devon For more info and booking visit: www.franminifiephotography/mini-brand-shoots-at-the-tribe At The
MENTORING MAGIC
Alison Theaker shares tips and advice on the benefits of having a business mentor.
Having spent two decades working as a higher education lecturer in the UK and US teaching public relations, marketing, management and entrepreneurship as well as running her own mentoring and coaching business, Alison Theaker knows a thing or two about what it takes to start and grow a successful business.
She has a keen interest in female entrepreneurship and the way that women engage with it. She received an MPhil from Bath University for her research on “The role of mentoring for women entrepreneurs in a rural location”. She has also written a book titled ‘Do Women Entrepreneurs Practice a different form of entrepreneurship?’
Alison Theaker now runs Live Life for Me with friend and colleague Anne Hope, providing courses and resources for women, men and organisations on how to plan for a greatmenopauseandbeyond. www.livelifeforme.org www.youtube.com/@wisdomformenopause
“Whether you choose an experienced mentor, a peer mentor or online inspiration, having a critical friend can be helpful and reassuring.”
Is Mentoring Vital?
We’ve all heard the research that a lack of mentorship is one of the main barriers that prevents women from starting and growing businesses at the same rate as men. But how vital is it that women equip themselves with mentors and what impact can mentorship have on business growth? This is the question Alison set out to answer in her research and she used her local female entrepreneur eco-system here in Devon to find out.
Misconceptions & Presumptions
“Living in a rural area had shown me that employment opportunities were limited to minimum wage openings, especially for women who had childcare or caring responsibilities,” says Alison.
But when it comes to the business activities of women in rural Devon, she explains that there is a misconception as to what this constitutes.
“Rural businesses are often presumed to be farm based, and that the farm is mainly run by men, whilst the farmer’s wife has to diversify (run the tearoom, B&B, sell produce) to make it pay,” explains Alison. “In fact, I found a whole range of rural businesses run by women, in a variety of sectors. The pandemic had exacerbated this, as many women found they could operate their businesses online from home, wherever that happened to be.”
Challenges and Advantages
Throughout her research Alison learnt that women operating businesses in rural areas certainly face distinct challenges but there are also positives to be had from setting up shop somewhere like Devon.
“All entrepreneurs face challenges,” explains Alison. “Being in a rural location means that markets are smaller and logistics are more difficult. However, a rural location also means that products can benefit from this association, quality of life is often better and it is more expected that you would run your own business.”
One of the women interviewed by Alison for her research stated: “I am surrounded by entrepreneurs, it’s a very motivational place to be. I would not have done this in a city”
The Roles of a Mentor
According to Eric Parsloe of The Oxford School of Coaching & Mentoring: “Mentoring is to support and encourage people to manage their own learning in order that they may maximise their potential, develop their skills, improve their performance and become the person they want to be."
So, it is no wonder that mentoring is often deemed vital for business success. Alison says: “Mentoring is a partnership between two people, based on mutual respect and trust.
The mentor asks questions and challenges but also provides support and encouragement, helping the mentee find the right direction and develop solutions. They may have had similar experiences to the mentee, so have ‘been there, done that’.”
In her research, Alison came across a model developed by St Jean in 2012, which set out the various roles that the mentor could perform. These include:
Reflector: gives feedback on strengths and weaknesses of their business project.
Reassurer: enables the mentee to put problems into perspective.
Motivator: builds the mentee’s confidence.
Confidant: allows the mentee to confide in them as they would a friend.
Integrator: helps the mentee integrate into the business community by introducing them to contacts and giving them information.
Challenger: confronting and challenging ideas to help solve problems.
Guide and role model: using experiences from their own life to make suggestions and provide advice towards a solution.
Alison noted that women often – but not always – feel more comfortable being mentored by another woman. However, she stressed that the women she spoke to felt that it was the person, not the gender, that was important.
Defining Success
The really interesting finding that emerged from Alison’s research relates to how women perceive success and how that differs from the generally accepted view. She says: “Whilst textbooks on entrepreneurship focus on scaling up and monetary measures of success, the women in my study found it important to feel that their businesses gave them the freedom to focus on what interested them.”
For other women, it was more about flexibility and caring responsibilities. “Some needed to provide for their families, others wanted to be in control of their work/life balance. Some had had bad experiences as employees. Some found that the low wage offerings locally didn’t even cover their childcare expenses and that starting their own business gave them flexibility and a better income.”
For other women, it was more about showing future generations what is possible. “Others felt it important to give their own children a positive role
model that women could be entrepreneurial, countering the male/pale/stale role models presented in the media,” says Alison.
Overall, she found there was no one distinct definition of success, and although qualitative measures were important, financial solvency affected how women felt about themselves as successful entrepreneurs.
The Importance of Peer Mentoring
In her research, Alison also discovered that many women value the support and mentoring that they get from their peers. “Several women found it important to make connections through local female networks,” she explains. “This provided additional support from others who were going through similar challenges. Women were very focused on getting the advice they needed, often seeking out others in their industry for help.”
However, she also found that some women use online sources, by following entrepreneurs that inspire them. “This was not in the definitions of mentorship I had come across,” says Alison, explaining that the emphasis was that both parties needed to be aware of the mentoring relationship.
Other Success Factors
Unsurprisingly, the answer to Alison’s question was more complicated than simply assuming that having a mentor leads to success. She says: “It was just one of a menu of things that women used to start and run their businesses. Other important factors included having an entrepreneurial parent or role model, personal motivation and plain good old-fashioned luck.”
So, whilst mentoring can be very useful and provide women with a fast track, it is not absolutely essential to business success. However, like many of us, Alison is also of the opinion that it’s nice to have company on the way. “Whether you choose an experienced mentor, a peer mentor or online inspiration, having a critical friend can be helpful and reassuring.”
Top Tips for Finding and Using a Mentor
Assess your networks. Who could be a mentor for you?
Consider what help you need – marketing advice? Access to finance? Self-confidence? Attend local business networks to find people you would like to work with.
Who do you admire? Follow them on LinkedIn.
Beware self-similarity. Find someone who has different experiences than you to give you a different perspective.
Commit to the process. Agree how often you will meet and where. Agree ground rules and confidentiality.
Be clear what your objectives are for the mentoring relationship.
Agree what is to be done before the next session and carry out what you have agreed.
Picture This
Fran Minifie explains why investing in professional photography can elevate your brand and boost your business.
Photography by Fran Minifie
Let’s start with a simple truth: the way your business looks matters. Whether it’s your website, social media, press coverage, or printed marketing materials, your imagery speaks volumes before you’ve even said a word.
Those first impressions do matter, particularly in your marketing for your business, and the images you use are one of the first things people notice when they land on your website, come across you on social media, pick up your leaflet or open a magazine and see an article about you.
So, should you invest in professional photography? Absolutely! Because your business deserves to look its best, and here’s why it matters.
First Impressions Count
If you think about what you notice when you land on a website, what do you glance at first? You take in the overall look of the page. You see the colours, you see the images, and you see that there is some text there (which you then hopefully go on to read). But it is the images that are the eyecatching bit. You don’t start reading the words and avoid looking at the images. When potential customers or clients come across your business, they’re making judgments in a split second.
Stacey Sheppard, journalist and Editor of this magazine, puts it perfectly. She says, “Think about the message you are sending to potential customers or clients with your imagery. If your photos are poor quality or unprofessional, you may be giving the impression that your services or products will also be poor quality or unprofessional. Your brand photography should build trust in your offering, not diminish it.”
And that trust is essential. Your photography is sending a clear message: you’re serious about your business, you care about the details, and you’re here for the long haul.
Changing Trends
Over the years, photography trends for businesses have evolved dramatically, reflecting changes in technology, as well as consumer expectations, and marketing strategies. Business photography was previously formal and static, consisting of corporate headshots, and product images on plain backgrounds, or heavily staged scenes. These images were created primarily for print materials..
With the rise of the internet, businesses shifted toward more dynamic visuals for websites, but the focus remained on polished, professional imagery with a high degree of separation between the brand and its audience. The goal was to look sleek, serious, and professional—approachable, but with an air of authority.
The explosion of social media has brought a new dimension to business photography and led to the rise of brand photography as a genre. Businesses are now expected to showcase their personality and authenticity, blending professional-quality visuals with real, relatable (and constant!) content.
Behind-the-scenes shots, lifestyle photography, and images that tell a story have become more popular, reflecting a shift toward building trust and emotional connections with customers.
Why Professional Photos Matter
While social media has made “real” images taken on mobile phones a popular choice for casual, behindthe-scenes content, professional photos still reign supreme for websites, advertising, and press materials.
And it’s not just important in terms of that first impression either. A huge part of it is the technical and visual quality of the actual photos themselves.
Naomi Bowden, a brand and web designer at Howdy Naomi, explains the difference: “I worked in web design agencies for almost 10 years, and there was nothing we dreaded more than poor quality images. It leads to so many compromises in the design phase. Low-resolution photos can’t be scaled up, which massively restricts our creative freedom, and poorquality images can cheapen even the most polished website design”.
She’s not alone in this view. Kayleigh Mackenzie, a website designer at KWebsiteDesigns, has seen firsthand how low-quality images can hold businesses back. She says: “It makes my job a whole lot easier when my clients have worked with a photographer. Not only from an aesthetic point of view but also from a technical point of view. Imagine investing in a beautiful website with pixelated images—it’s just such a shame.”
Kayleigh Mackenzie of KWebsiteDesigns. Photography by Fran Minifie
DIY Doesn’t Compare
They’re fantastic for quick social media updates, behind-the-scenes shots, or capturing moments on the fly. But no matter how advanced your phone’s camera is, it simply can’t compete with the expertise and artistry of a professional photographer.
A professional doesn’t just click a button—they understand lighting, composition, branding, and storytelling, all of which are essential for creating images that truly captivate and impress your customers.
As Naomi says, “A website is only as strong as its parts. I can work all the design magic in the world, but if your photos don’t show who you are, what you do, and how you do it, you're putting up a big barrier between you and your audience. Professional photography not only elevates your website’s design but also tells your story and helps clients connect with you, turning clicks into lasting, loyal customers.”
Although a huge focus is often pointed at websites, it’s worth remembering that photography is hugely important for other areas of your marketing too.
Constant Content
On top of the physical creations you might use in your business life, there’s also now such a demand on businesses to keep the content coming and keep it fresh. Constant posts on social media, keeping a website up to date with blog posts You need photos for adverts, leaflets, posters, brochures, banners, trade show displays, the list is endless. The requirements vary from business to business, but the need for good quality, visually impactful images remains the same.
Naomi Bowden of Howdy Naomi. Photography by Fran Minifie
and staying visible to your audience can feel like a neverending task. And if you have to create images to go with every post, that’s a lot of time spent working on the content instead of the day-to-day running of the actual business.
In this fast-paced world of content creation, having a library of professional images at your disposal is a game-changer. It allows you to quickly pull highquality visuals that align with your brand, saving time while maintaining a polished and consistent look.
Zoe Mazdon, co-founder of the virtual assistant company QSolutionsVA says, “Our experience with social media has shown that audiences tend to fall in love with the person behind the brand before they fall in love with the brand itself. You are the face of your business, and quality photographs are key to attracting the clients you want. Having high-quality photos from the outset saves us significant time (and ultimately saves money!) as it allows us to begin creating content almost immediately.”
And it’s not just content creation where having images to hand is
Zoe and Hannah of Q-Solutions VA. Photography by Fran Minifie
helpful. One of the most valuable aspects of professional photography is the flexibility it gives you. Having a bank of high-quality images at your fingertips means you’re always prepared, no matter what opportunities come your way.
For example, if you want to send out a press release about your latest achievements or if you get approached by the media to talk about your business, turnaround time is usually fast, and you’ll need great visuals ready and waiting to accompany it, leaving you scrambling last minute to find a decent photo.
Stacey Sheppard, who has been a journalist for many years, explains: “If you have any intention of trying to get press coverage for your business, you absolutely must ensure that you have high-quality imagery. Whether it’s a headshot of you or lifestyle shots of your products, all media outlets will require high-resolution, professional images. The images they use must maintain the high quality their readers are used to, so if you can’t match this, they will likely not be able to feature you and will find someone else who has invested in their photography.”
An Investment in Your Business
There’s no denying that professional photography requires an investment, and particularly for smaller businesses, the idea of spending large amounts of money on photography can make your eyes water. But the benefits far outweigh the costs. It helps to consider professional photography in the same way you think about the cost of getting your business premises, or having your website designed and built. It’s a set-up cost for your business and an asset you’ll use for many years to market
Laura Forster, of Coast Hair Design in Paignton. Photography by Fran Minifie
your business. Not only does it save you time and effort in the long run, but it also elevates your business in ways that DIY photos simply can’t.
Laura Forster, of Coast Hair Design in Paignton, says it really helped her business. “Having professional photos taken of my business not only helped me by creating more of an online presence but also made it easier to showcase my business in a creative and professional way. I feel that having these photos is the next best thing to my clients walking through my door and has really helped push my business forward.”
Your images are the face of your business. They tell your story, showcase your products and services, and create connections with your audience. Whether you’re just starting out or looking to take your business to the next level, professional photography is a smart investment that pays off in countless ways.
Because when your business looks its best, you can focus on doing what you do best—providing your customers with the best possible service, growing, thriving, and achieving your goals.
Coast Hair Design in Paignton. Photography by Fran Minifie
Struggling to Sell?
Stacey Sheppard explains the 7-11-4 rule and what it takes to convert someone into a paying customer.
I don’t remember when exactly I first heard about Google’s 7-11-4 rule but I do remember feeling that this knowledge was a complete game changer.
Google has researched consumer behaviour and decision-making in relation to buying behaviours. The “Zero Moment of Truth” (ZMOT) study emphasized the importance of the moments when customers are researching products or services online before making a purchase.
The ZMOT study explored how the internet has transformed consumer buying behaviour and how consumers use search engines, websites, and social media to make purchasing decisions.
What resulted from the research is something called the 7-11-4 rule which is still widely quoted by marketers today and is used by businesses to better understand how
important it is to engage with consumers across multiple touchpoints in their decision-making process.
What is the 7-11-4 rule?
The 7-11-4 rule is Google’s way of telling us what it takes to convert someone into a paying customer or client.
7 hours: This is how long someone needs to consume your content before they are ready to buy from you.
11 touchpoints: This is how many interactions a consumer will need to have with your business before they are ready to buy from you.
4 platforms: This is the number of platforms or locations where a consumer will interact with your brand before they are ready to buy from you.
What does it mean for marketing? And these 11 different instances need to occur in four different places. Are you doing enough?
If a potential customer needs to consume 7 hours of your content that means you need to be creating a lot of content. That content could be social media posts, blog posts, email newsletters, podcasts, webinars, lead magnets, YouTube videos, or even website copy. It could take a potential customer months or even years to rack up 7 hours of content consumption.
This 7 hours of consumption will take place across 11 touchpoints. That is 11 different instances where they come across your brand, your services or your products. Think about how long it could take to get in front of someone 11 times?
So, if you’re struggling to sell your products or services but your marketing strategy consists solely of posting on Instagram every now and then, can you see what might be causing the issue?
In this day and age, it is essential to diversify your presence. Show up on the platforms your ideal customers are using. Relying on one platform is very risky (hello TikTok ban!).
You also need to show up consistently. That means consistently over time but also consistently in the messaging that you are sharing.
All of this might sound daunting, but try to think of it as empowering instead. Let this be the permission slip you need to show up for your business on your chosen channels, consistently. That one Instagram post you shared will not be enough to convince someone to sign up for your services or buy your product.
Consistently share content that provides value so you can build trust and familiarity with your audience, eventually turning them into paying customers or clients.
Sisterhood in South Devon
Stacey Sheppard finds out how women in South Devon are forging new friendships.
Everlasting wreath making event at Village Farm, East Portlemouth
The Women
Focusing on Friendship
Moving to a new town or city, or even back home to the town or city you grew up in can feel like a fresh start, but it often comes with its own set of challenges. Without familiar faces or a built-in social circle, it’s easy to feel isolated, unsure of how to make connections or where to start building a social life.
Whether you're settling into a new town or rediscovering your roots, finding your place can take time, and the journey to feeling truly connected can sometimes feel a bit daunting.
That’s exactly the problem that Charlotte Hodgson set out to solve when she founded the South Devon Sisters network in early 2024. Charlotte lived in Derby and moved to Devon at the age of 12, remaining in the South Hams until leaving school. She then travelled the world as cabin crew before unexpectedly ending up back in Devon after being unsettled in a previous job.
Moving Home
“I’ve always loved living by the sea,” says Charlotte, “and it was lovely to move back to somewhere that I knew and loved, but I quickly realised that the people I had known before had moved on. I had to do something to meet new people, and I started to think that there must be numerous people in the same boat.”
I had to do something to meet new people, and I started to think that there must be numerous people in the same boat.
Beach Pilates session on Bantham Beach
Charlotte believes that the rural nature of this area makes building connections tricky. She says: “I've found that unless you have a partner, or a sports group or hobby that you're happy to attend alone, it’s pretty impossible to meet people.”
Having been involved in a similar group when she lived in Cornwall and found it to be a lifesaver, Charlotte was sure she could make it work here in Devon. “I met lifelong friends and was so thankful for the ability to meet hundreds of new people at fun and exciting events,” she explains.
Making Friends
And so, the idea for the South Devon Sisters was born. Next Charlotte shared her idea on social media by posting on a few local pages to gauge interest. “Very quickly it became clear that there were a lot of people who felt the same and found meeting people in South Devon very tricky,” says Charlotte. Having validated her idea, she set up a Facebook page and an Instagram account and set the date for the first meetup. On Sunday 24th March 2024, 38 women of all ages turned up for a leisurely stroll from Torcross to Beesands.
South Devon Sisters Christmas Party at The Old Warehouse in Kingsbridge
South Devon Sisters continued to grow throughout 2024 becoming a supportive and welcoming community for people of all age ranges and backgrounds. Events run two to three times a month. There are a mix of paid events and free events to ensure the group remains as accessible and inclusive as possible.
Engaging Events
From free walking events, yoga, gig rowing tasters, beach pilates and painting to picking your own flowers, cream teas, bodyweight workouts, wreath making, ballet and sound baths, the events are varied and have the added advantage of supporting local businesses.
“The events are for anyone who'd like to make some new connections in the South Hams, whether this is looking for new friends or just some people to do something with,” says Charlotte.
“Everyone is there for the same reason, to make new connections and support each other through community and friendship. I've seen many people build friendships and make WhatsApp groups with new friends where they then meet up outside the group events. Its lovely to see.”
Taking the Leap
Whilst the group sounds incredibly friendly and supportive, there will inevitably be some women who, although feeling lonely and want to connect, may struggle to attend such events alone.
Everyone is there for the same reason, to make new connections and support each other through community and friendship
Full body strength & conditioning workout for women at Fitness Is. HQ in Moreleigh
How does charlotte ensure that even those women feel comfortable enough to take part?
“I make it clear that people are able to pop me a message anytime, and that I am happy to meet people before events if they don't feel comfortable being there alone. I also make it clear on our socials that people attend alone and are all in the same boat,” explains Charlotte. “A lot of people in Devon stick within their comfort zone, and sometimes it’s good to do something a bit different, even if it is scary. Take the leap! I promise you won't look back. Even if it’s scary, it’s worth it,” she reassures.
If making new friends and trying new experiences is top of your priority list for 2025, the diary dates for the first three months of South Devon Sisters events are already live on their socials.
South Devon Sisters Christmas Party at The Old Warehouse in Kingsbridge
Freelance Fairies
Freelance Mum gets two new hub leaders
By Fran Minifie
When I was asked to take over as a "Freelance Mum Fairy" (our name for a hub leader), I was over the moon. The Freelance Mum community has been such a lifeline for me over the past two years as a self-employed mum, at a time when I was juggling a toddler and working, with no childcare.
South Devon Hub's monthly 'netwalks' quickly became one of my favourite days of the month, getting me out of the house for some adult company with other women in business. Now, stepping into this new role alongside Hannah Barth, I'm so excited to help other mums in business make those same meaningful connections.
Freelance Mum is designed to fit around the unique juggling act of motherhood and entrepreneurship. It doesn't matter if your kids are little, at school or grown up. None of the events clash with school runs, and the best part is that kids are welcome too — although it's entirely up to you whether you bring them along or enjoy a little time to yourself. This, for me, was the best part when my youngest was small and my options were so limited.
The network has been running for over 10 years, having started in Bristol and the South Devon Hub launched two years ago supporting local mums in business thanks to the wonderful leadership of Jess Wynn Jones and Ingrid Wolpert. When they decided to step down due to their work commitments, Faye Dicker, founder of Freelance Mum, asked if I'd like to take the reins. Of course, I said yes in a heartbeat! As a photographer and marketing mentor for small businesses, I know the value of connection and collaboration, and these netwalks embody that perfectly.
We meet every month at Dartington, near Totnes. It's a great central location close to both Exeter and Plymouth. The netwalks kick off with an icebreaker activity to help everyone feel at ease. Then, we head out for a gentle walk, armed with focus questions to spark conversation and keep the chat flowing.
After the walk, we gather at the Green Table Café for a hot drink (and yes, cake is usually involved!). It's the perfect time to relax, connect further, and wrap things up with a final activity. The vibe is always friendly, supportive, and full of energy.
Hannah and I are both thrilled to bring our own flair to the hub. Hannah, a nutritionist and coach, is passionate about helping people feel their best. And I usually find myself handing out marketing advice. Together, we're committed to keeping the South Devon Hub a warm, welcoming space where mums can grow their businesses, networks and their confidence, all while having a little fun.
Faye Dicker couldn't be more supportive. "I'm super excited to have Fran and Hannah leading the South Devon Hub," she says. "Their energy and enthusiasm are exactly what Freelance Mum is all about.
Fran Minifie (left) and Hannah Barth (right) take on the role of Freelance Fairies
For me, this role is about giving back to a community that has given me so much. I've built friendships, found inspiration, and gained invaluable support—all while pushing a buggy or chasing after my little boy. He's now started school, so it was the perfect time for me to step up and give back. It's a reminder that none of us have to do this alone.
So, if you're a mum in business looking for connection, encouragement, and a little fresh air, come join us on a netwalk as you build your network.
Whether you bring your kids or come solo, you'll find a space where you're supported, celebrated, and reminded that you're not just running a business— you're building a life.
Freelance Mum also recently launched a digital hub, which is ideal for those who can't make it to a netwalk as it's a monthly online meeting.
www.freelancemum.co.uk
www.instagram.com/freelancemumn etwork
Freelance Mum meeting at the Dartington Estate.
Networking Events
Your list of local networking events in and around Devon
Weekly
Link Up Torbay
Weekly breakfast networking meeting at The Imperial Hotel in Torquay. Excludes duplicate businesses so check before booking.
Book tickets here
Monthly
Lyme Bay Ladies
Monthly events in Exeter and Axminster to bring local ladies together for friendship and business networking Book tickets here
Devon Women in Business
Monthly events including networking, coworking and retreats. Check info on website.. devonwomeninbusiness.com The Tribe
Various networking and social events take place throughout the month.
www.thetribecoworking.co.uk
Freelance Mum
Meeting monthly at Dartington Estate in South Devon, see website for dates and booking info. Free trial available. www.freelancemum.co.uk
Six Degrees
Meetings for members and non-members. Check website for details. sixdegrees-group.com
MIB Newton Abbot
Child-friendly, in-person networking events for women. Check website for venue details. mib.international/events
Your Partnerships
Monthly networking events in Devon. Book tickets here
Ladies Night Out
A night of laughter, glam & meaningful connections in SEQUINS or sweats! Book tickets here
Boost Your Business Network
Monthly business events hosted by James Court and held at Exeter Golf & Country Club.
Book tickets here
Dawlish Business Breakfast
A delightful morning of friendly networking with a delicious breakfast. Held at The Smugglers Inn in Dawlish. Book tickets here
Notworking Networking
Networking and night walking events with a strict no-pitching rule.
nwclub.co.uk
LinkedIn Local
LinkedIn Local events take place around the county.
Chamber of Commerce
Local Chambers of Commerce hold regular networking events. Check your local Chamber for details.
devonchamber.co.uk
Small Business Vibes
Monthly in-person networking events for women. Meetings held at Wine Hub Devon in Exmouth. Book tickets here
Samphire Club
An invitation-only private members’ club that promotes a better way of networking throughout the South West. www.thesamphireclub.co.uk
February
SW Ladies Investing Club
An informative gathering to discuss all things related to MONEY and INVESTING in a safe, friendly environment, with drinks and nibbles. Book tickets here
Cowork & Connect
An in-person coworking day for women and non-binary people only at Block Plymouth. Book tickets here
7 Strategic Steps to a Simpler, Stronger Business in 2025
Katherine Dyer lets us in on the secret to building a stronger business without sacrificing our wellbeing in the process.
Let's cut through the noise. While everyone else is telling you to do more, set bigger goals, and hustle harder, I'm going to tell you something different: the path to a stronger business isn't about doing more, but about doing less, doing it well AND enjoying the journey.
As a strategic business consultant, I see too many business owners drowning in complexity, trying to be everything to everyone. But actually, the most successful businesses are the ones brave enough to simplify, focus on what they do best, without grinding themselves into the ground in the process.
Here are seven strategic steps to building a business that's both simpler to run and stronger in results:
1. Start with Purpose, Not Goals
Before diving into what you want to achieve, get clear on why you're doing this in the first place. What does success actually look like for you, not someone else's version of success but yours? Your business should support your life, not consume it. Take time to envision how you want your business to fit into your life, then build your plan around that vision.
2. Choose Where to Focus Energy
The secret to sustainable growth isn't doing everything, but doing the right things really well. Look at what truly drives your business forward by identifying which activities have the biggest impact, which services bring the most profit and joy, and where you add the most value. When you focus solely on where you make the biggest difference, everything becomes clearer: your marketing becomes more targeted, your services become more refined, and your impact becomes greater.
3. Set Boundaries That Stick
Strong boundaries change everything by creating space for what matters most. Decide your non-negotiables and protect them fiercely. Remember, "no" is a complete sentence, and every time you say yes to something, you're saying no to something else. Make your yeses count, because when you protect your time and energy, you show up stronger for the work that truly matters.
4. Build Your Support System Early
You don't need to do everything yourself. In fact, you shouldn't. Identify your strengths and focus on them, then get support for the rest. Think of it this way: every hour you spend on tasks others could do better is an hour taken away from where you could make the biggest impact. By letting go of ego and building your support team, you'll watch your business grow stronger.
5. Create Space for Strategic Thinking
High performance doesn't come from constant 'busyness' but from clarity and intention. Block out time in your calendar for thinking and planning, treating this time like you would a client meeting – it's non-negotiable. This is where your best ideas and biggest breakthroughs will come from, helping you spot opportunities to simplify and strengthen your business.
6. Simplify Everything
Look at your business through the lens of simplification. Could you streamline your services? Instead of offering ten different options, could you have three that you deliver exceptionally well? The most successful businesses often do less but do it better. Don't be afraid to niche down; it's not limiting, it's liberating, as every service or process you strip away or streamline creates more space to excel at what remains.
High performance doesn't come from constant 'busyness' but from clarity and intention.
7. Review and Adapt Regularly to make it a success. You determine what 'success' is to you, then intentionally go and make it happen… whilst enjoying the ride!
Your business is a journey, not a destination, and while nothing will ever be perfect, that's okay. Schedule regular check-ins to review what's working and what isn't, being ready to make changes when needed. Change isn't failure, it's growth, and if something isn't working or doesn't feel right, change it. This constant refinement keeps your business both simple and strong.
Making It Work
Taking this approach requires courage, as it means going against the constant pressure to do more, be more, and achieve more. But here's what I know for certain: the simplest businesses are often the strongest, focused, efficient, and clear about their value.
Start by implementing just one of these steps, because trying to change everything at once rarely works. Choose where to focus your energy, set clear boundaries, and keep reviewing and adjusting as you go. Remember, this isn't about perfection (you will never, ever reach perfectsorry!), it's about progress.
Remember, running a business doesn't have to suck, and you don't have to grind yourself into the ground.
Katherine Dyer is the founder of The Pocket Strategist, where she helps service-based businesses create sustainable growth through strategic planning and operational excellence, supporting entrepreneurs to build a good business for a good life
Devon entrepreneur named one of 2025’s most impressive female founders.
Hepsie Goddin of Barnstaple has been crowned one of the UK’s most impressive female entrepreneurs by Small Business Britain’s ‘f:Entrepreneur #IAlso100’ campaign.
Hepsie Goddin, who founded martha and hepsie in 2011, is being profiled among 100 inspirational female entrepreneurs from across the country, as part of the campaign to celebrate the multi-achievements of women running businesses in the UK today.
The f:Entrepreneur ‘#IAlso100’ line-up particularly showcases trailblazing female founders who lead purpose-driven businesses alongside a roster of other responsibilities, such as volunteering, mentoring and community support.
Indeed, Hepsie was also called out for her work supporting successful individuals —primarily women—to build better businesses and lives that align with their values, focusing on profit and purpose.
On being featured in the #ialso100 lineup, Hepsie says: “I’m incredibly proud to be selected as part of the F:entrepreneur #iAlso100 campaign, it’s an amazing start to the year. The campaign celebrates female entrepreneurs and the new ways of working that women are creating to ensure success at a personal and work level. With over a decade of experience balancing the responsibilities and expectations of being a female business owner, I can't wait to get involved!”.
Launched in 2017 by Small Business Britain – the leading champion of small businesses in the UK - the f:Entrepreneur campaign aims to raise greater awareness of the impact of incredible female business owners across the country, and help provide inspiration and role models to the wider small business community.
The campaign offers a host of events, training, and networking opportunities to boost skills, capability, and confidence.
“It’s wonderful to have Hepsie from martha and Hepsie Ltd feature in this year’s #IAlso100 – all of the female entrepreneurs in this year’s line-up are simply phenomenal,” said Michelle Ovens CBE, founder of Small Business Britain.
“It is vital that we recognise the impressive contribution of the UK’s female business owners and do all we can to support and encourage them throughout their entrepreneurial journey, from start-up to scale-up. As well as making a huge economic contribution to the UK, female entrepreneurs also create a wider positive impact that ripples across society and local communities.”
martha & hepsie is a female-founded illustration business, that is passionate about creating vibrant, colourful homeware and gifts that reflect the core values of togetherness, authenticity, optimism, and creativity. With a strong emphasis on Britishmade craftsmanship, sustainability, and supporting independent businesses.
Situated in a designated Area of Outstanding Natural Beauty and nestled deep in the South Hams, Bantham beach is one of South Devon's premier beaches that is regularly visited by families enjoying the shallow sandy rockpools and surfers looking for the best break. For the last 11 years, The Gastrobus has been providing delicious refreshments to these Bantham beach goers. Starting life as single food truck selling homemade cakes, The Gastrobus has grown and evolved over the last 11 years to ensure it keeps up with customer demands and changing eating habits.
The Bosko Bus is a family runbusiness with its core objective of eating well and often. Created to provide delicious, gut-conscious food, The Bosko Bus sources local produce and combines tantalising taste with fermented love for the wellbeing of its customers.
After the Covid pandemic, it became clear to the founder of The Gastrobus, Claire, that the majority of The Gastrobus' customers wanted healthier eating options. Having met the founder of The Bosko Bus, Charly, at an event, Claire realised the potential in a Gastrobus X Bosko Bus collaboration and Charly agreed to join forces with Claire to meet the changing dietary demands of Bantham beach goers.
When Claire and Charly approached me for my support in formalising the collaboration between them, it was clear that, while, at that time, the two were (and continue to be) very similar in their tenacity for providing high quality food to their customers in a fast paced, street-vendor style, they were at relatively different life stages with different priorities. Those differences needed to be reflected appropriately in a written agreement between them.
Lawyers tend to be negative. We don’t mean to be! But we are usually brought in to help with a situation when things haven't gone to plan, and, as a result, we think about the worst-case scenario mostofthetime.
A written agreement between two or more people that have decided to collaborate with one another is intended to head-off any issues that may arise in the future if things don’t go the way that the parties had hoped. The agreement maysetout:
exactly how much time each of the parties is required to spend onthecollaboration; whether they are allowed to continue with any existing or new business commitments that exist outside of the collaboration, including any that may compete with the collaboration; whether any intellectual propertywillbecreatedaspart of the collab and, if so, what should happen to that IP (particularly if one party wants toleavethearrangement); the arrangements if one party does decide to leave, including how the collaboration is to be valued and any payments one partymaymaketoother;
whether one party can leave their interest in the collaboration to a third party on their death.
These can be tough and quite personal topics to think about. Over the years, however, I have become certain that the process of compiling a legal agreement and flushing out the parties' position on these types of topics is as critical as the legal agreement itself. Developing clear and unassuming lines of communication is key to any successful business relationship. It is where assumptions are made that problems can arise, and the resolution of those problems will almost always be significantly more costly to resolve than putting a clear and considered agreement together in the first place.
Please do not hesitate to get in touch if I can help you and your business in any way.
BOOK REVIEW
Leslie Leggett, Owner of First Draft Books in Bovey Tracy, shares a favourite business book.
About fifteen years ago, I worked for a large education nonprofit in America on a small team that supported a community of social entrepreneurs. I coached hundreds of aspiring solution-builders through the early stages of ideation, design and testing. Little Bets by Peter Sims became an anchor text for me during that time and has continued to shape the way I approach my life and my work.
The core idea in the book is simple, as is often the case: innovation doesn't come in great leaps, it comes in small hops where you can easily learn & quickly adapt. Walking through case studies of some inspiring businesses, the book illustrates how bite-sized experimentation can lead to meaningful, yet unexpected opportunities - e.g. how Pixar went from making CAT Scans to animated films.
As entrepreneurs, the possible paths forward in our businesses can sometimes feel overwhelming. Where do we start? How do we know which is the "right" choice? Little Bets offers a framework to break down those scary moments while also encouraging us to fail. There is an incredible freedom in embracing failure, as it is where we learn the most. The secret is to do it quickly and cheaply. You are probably already living out many of the principles in Little Bets. The power of the book just might be in giving you the language – and the gentle reminder – to solidify that approach. firstdraftbooks.co.uk www.instagram.com/firstdraftdevon
Business Support: Where to Find Business Support
By Stacey Sheppard
BIPC Devon
The Business & IP Centre, Devon, provides free business support, resources & events to help business owners, start-ups, entrepreneurs and inventors start, or grow a business. They offer expert one-to-one help, database access, networking events, webinars, workshops, grants and other business resources.
You can also book free 1:1 sessions with their roster of local subject matter experts on topics from branding, and marketing to finance and sales. There is even a course designed specifically for women in business. https://bipc.librariesunlimited.org.uk/
Business Information Point
Business Information Point offers a range of fully-funded support programmes for both small businesses and the farming community throughout the South West. https://businessinfopoint.co.uk/
Cosmic
Cosmic is a Social Enterprise which specialises in digital skills training, digital consultancy, IT technical support and website development. It helps people identify their digital need and to progress with their ambitions.
www.cosmic.org.uk
Learn Devon
Learn Devon is Devon County Council’s adult education provider offering free online or face-to-face learning options to adult learners across Devon. Courses include team leadership, enterprise and self-employment. www.learndevon.co.uk
North Devon +
North Devon + is the economic delivery agency for the area, working with Torridge District Council, North Devon Council, Devon County Council and the private sector to deliver projects and initiatives that support business growth, improve the quality of life and address social inequalities. northdevonplus.co.uk
Digital Link
Free, fully funded 1-2-1 Digital Business Support for small businesses in Devon, Somerset, Plymouth and Torbay. Access Digital Guides, workshops, free digital courses and book 1-2-1 support with our Digital Business Advisers. www.heartofswgrowthhub.co.uk/digital-link/
Business Directory
A great resource of fantastic businesses in Devon, listed by sector
Beauty Services
Chrissie Gibbons Hair Design
Bringing to you a tailored approach in creating beautiful bespoke hair that promote self confidence and positive wellbeing.
We provide consistent, quality hair services to our guests in a comfortable, welcoming & professional environment. www.coasthairdesign.com
Tropic Skincare & Cosmetics with Angela Tropic Skincare & Cosmetics A range of organic, vegan, natural plant based skincare, bodycare, haircare & cosmetics
www.tropicskincare.com/ang elawilloughby
Permanent Makeup By Hayley
Enhancing natural beauty with permanent makeup, fine line tattoos, skin peels, and microneedling in Kingsbridge. www.pmubyhayley.com
Business Services
Taylored Marketing Ltd
Offering bespoke website design and build, captivating print design and branding, and tailored marketing to boost your business
www.tayloredmarketing.co.uk
Lend a Helping Hand CIC
In a pickle? Support with money, people, or strategy challenges—helping you create change and make the world a better place! www.lendahelpinghand.org
The Indispensary Limited
Award wining Virtual PA services for charities and small businesses www.theindispensary.co.uk
Lark Brand Studio
Sculpting bold, unforgettable brands & websites that empower ambitious women to lead with confidence. Let's defy the ordinary.. www.larkbrandstudio.com
The Tribe
Coworking space for women that provides support to start and grow businesses, build your network & overcome challenges.
www.thetribecoworking.co.uk
Generator Hub
Cowork space with soul on Exeter's quayside. Flexible desks, offices, meeting rooms; fostering community & business growth.
https://generatorhub.co.uk
Navigate Safety Consultancy
Health and Safety
Consultancy providing support to businesses, helping them create safe and compliant working environments.
www.navigatesafety.co.uk
Home
Floofs & Scroofs
Professional Dog Walking Service in Torbay. Solo & group walks from £15.
Fully insured, DBS checked & First Aid Trained.
www.floofsandscroofs.co.uk
Business Directory
Products & Gifts
Planet Saz Designs
Bespoke enamel jewellery, kiln-fired in Abbotskerswell, Devon. Lightweight, vibrant designs crafted for your everyday elegance www.planetsazdesigns.co.uk
Pure Images
Inspired by nature - a collection of framed prints, cards & gifts by photographer Rachel Marshall, perfect for any occasion www.pureimages.co.uk
Becki Leigh Studios
Artist creating whimsical, magical gifts and stationery that inspire moments of joy and wonder. www.beckileighstudios.com
Health & Wellness
Hayley Anderson
Herbalist, birth story listener & natural family planning teacher. 1:1s, courses & herbal blends to tend health, cycle & fertility. www.hayleyanderson.co.uk
Lori Covington Therapy
Accredited, MA-level psychotherapist offering weekly sessions. See website for details or email lorisuecovington@gmail.com www.LoriCovingtonTherapy.com
Life Admin Hive
Overwhelmed by life admin?
Join our supportive community. Free online coworking Sat mornings Feb & Mar + free group www.facebook.com/share/15upB WWXGs/
Evolve Hypnotherapy
Devon
Solution focused clinical hypnotherapy and talking therapy specialising in Anxiety, Trauma and Bereavement www.evolve-hypnotherapy.co.uk
Menopause Wellness Centre
Transform your menopause journey with our 6-Week Reset: tailored plans, expert support, and online coaching for lasting results!
www.menopausewellnesscentre. com
Amy Chapman Counselling
A warm, supportive space to help you to rediscover your whole self. Sessions available online or in Abbotskerswell. www.amychapmancounselling.c om
Replenished
Transform your wellbeing with portable ice baths, boost recovery, resilience, and health. Prioritise becoming your best self!
www.replenishedonline.co.uk
OutPour
Therapeutic writing for wellbeing, unleashing self expression through creative writing and guided journalling. www.outpour.org.uk
Integrative Energy Psychotherapy
Unlock creativity, heal emotional wounds, and embrace authenticity , using energy psychology and other creative tools. www.iepsychotherapy.com
Empowered Human Design
Personalised failsafe tools to make you feel fantastic about yourself so you can rock life, business and parenting www.empoweredhumandesign.com
Helen Sound Meditation
Creating immersive Sound Journey's and collaborations, with the intention to create mediative, deeply relaxing experiences www.helensoundmeditation.c om
Business Directory
Signature Sound Therapies
Transformative Sound
Therapy experiences for relaxation, balance & wellbeing. Visit the Website & Socials to learn more www.signaturesoundtherapies.co.uk
Education & Training
Wyatt First Aid
Friendly & relaxed First Aid training. Courses across Devon, Somerset & Dorset. Qualsafe centre. Ofqual regulated qualifications. www.wyattfirstaid.co.uk
Photography Services
Mandy Schuster Photography
Natural, candid brand photography for entrepreneurs who want to connect, grow, and stand out with just being themselves
Legal
KMD Wills & Estate Planning
Friendly estate planning: Wills, Trusts & Power of Attorney. Flexible, affordable services at home or online. www.kmdwills.co.uk
www.mandyschusterphotog raphy.com Travel
Fran Minifie Photography
Professional photos for your website marketing & socials. Options from only £50. Plus marketing help for small businesses
www.franminifiephotography.co.uk
Curated Getaways
Independent Travel agent who loves envisioning, planning and creating personalised Travel experiences. ABTA and ATOL protected www.curatedgetaways.co.uk Would you like to see your listing here, or advertise in our magazine? Visit our website for full
Slowing Down to Speed Up
By Dot Moorhouse
As we land in a new year there is often a sense of urgency - a need to claim this year as “your year” and to punish yourself for all that was not achieved the year prior. For women especially there is a sense that we simply must resolve to do better.
This year - I would like to invite you to pause before finding yourself caught in that rush.
As women, we are cyclical by naturewhether you experience a menstrual cycle or not, your body is constantly ebbing and flowing with a beautiful dance of hormones which has been the foundation of human existence since the dawn of time. Our natural way is to bring things into being and let things fall away. We move to the rhythm of sun and moon and we carry that wisdom within us always - we are far more powerful than a date on a calendar.
Unlike our male counterparts, we have not been designed to be constantly pushing forwards - we have always been designed to pause, to allow space for the creation process - yet in the pace of life it is so easy to forget this.
We feel the pressure of productivity looming over us and fall into the trap of believing that we must do more - yet this simply is not the case. For women rest is not a luxury, it is a necessity - and when we slowdown the remarkable truth is that we create more than we could possibly dream of.
Photography by Fran Minifie
My invitation to you this month is to commit a rebellious act and spend the month curating your world to make it more conducive to rest.
One of the most powerful ways to refuel ourselves is through community and connection - the quality of the relationships in our lives is the most significant factor in our longevity and wellbeing and there is lots of data to prove this. Audit the people you spend time with, both in person and onlineunfollow, mute or exit the chat as needed and don’t feel guilty. Find spaces to connect with like-minded women and lift each other up.
Rather than making resolutions, spend some time connecting with your heart. Choose a word for the year - an energy that you wish to embody through your actions and commitments - a north star to guide you home to yourself when life becomes busy.
Follow the lunar calendar - take note of the timings of full moons and new moons throughout the year. The lunar cycle offers us opportunities to let go (full moon) and call in (new moon) every couple of weeks - take the pressure off and remind yourself that like nature, you are constantly in the process of creating and letting go.
"When we are constantly pushing ourselves, we are not able to hear the whispers of our own intuition. Rest allows us to reconnect with our deeper wisdom"
Kate
Northrup, Do Less
Make space to meditate. Even just for 10 minutes a day - sitting quietly and following your breath for 10 minutes completely changes the way your body is operating. Do not underestimate this.
Commit to taking care of yourself above all else - put your own safety jacket on first! A truly magnificent year is something that only comes when we recommit to ourselves again and again.
Go gently.
Dot Moorhouse www.instagram.com/dotmoorhouse
Dot Moorhouse
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