This week I made it as a finalist in the AusMumpreneur Awards for two categories:

→ Digital Services

→ Multicultural Business Excellence

It’s such an honour. But more than that—it's made me thoroughly reflect on my journey and my "why".

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When I first started this business

I knew exactly what I wanted.

To be a present mum. To do drop-offs and pick-ups. To go on excursions. To be home when they were sick. To build something meaningful—on my own terms.

In fact, my aunt would never let me forget that when she questioned the 5 year old me of my ambitions, I had answered “I want to be a mummy!”

But a few years before becoming a mum, I realised the challenges ahead.

How could I flexibly raise a family while working full-time for someone else?

Would I have to give up financial independence or creative fulfilment and become a full-time housewife? Which is such a privilege (or a hard choice) in this day and age.

How were other modern women doing it?

That question never left me.

And I knew I wasn’t the only one asking it.

Because modern women—especially mothers—are quietly holding up so much.

They’re the primary caregivers, the emotional anchors, the ones buying time back where they can to contribute to their families and communities.

They want to make a difference in their families and in the world.

So I started my business to support them.

Not just with beautiful websites—but with systems, strategies, and tech that frees them to focus on what matters most.

My clients aren’t just building brands. They are helping other women feel confident about themselves, their homes, and the way they’re caring for others.

And I knew: these were my people.

This has always been my vision—

→ To support modern women who are raising families and building businesses.

→ Women who are making their own impact through the products and services they bring into the world.

Even as the business evolved, even as the scale and strategy shifted, every time someone asked me “What’s your why?”

I’d pause for a moment, reflect…

and realise it’s always been the same.

Being a finalist in the Ausmumpreneur Awards 2025

So being named a finalist in the Ausmumpreneur Awards 2025 in Digital Services and Multicultural Business Excellence — feels like a full-circle moment.

Because after supporting 70 ecommerce businesses (and many more through the people behind them), I know the impact of one empowered woman ripples far beyond her.

I can clearly see that the modern woman trying to do it all shouldn’t have to do it all alone.

And so here we are, 9 years into the business, still creating work that works for women. For those who are creating something bigger than themselves.

Because helping one woman succeed, it often means helping many.

If you’re building something for others while still showing up for your family—I see you. And I’d love to help make it easier. Reach out if you need it.

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