I’ve always had an eye for opportunity. My entrepreneurial journey started in my teens, selling handmade products at craft fairs, and grew into building multiple businesses by spotting gaps in the market and creating practical solutions to fill them.
With a Bachelor of Business, majoring in Applied Economics and Marketing, I’ve spent my career applying these skills to my own businesses — and now use that experience to support others.
After seven years working in the not-for-profit sector, I launched my first business producing embossed monogrammed stationery, well before personalisation became mainstream. This led to a second business in wedding stationery, offering couples stylish, customisable invitations at a time when affordable options were limited. When the opportunity arose for my husband and I to relocate to the UK for his work, I sold that business and we spent several years living in York, England.
Nineteen years ago, I identified another gap — this time in Australia’s Christmas décor market, where the range available locally didn’t compare to what I’d seen overseas. I launched a seasonal retail business that grew into a seven-figure bricks-and-mortar and e-commerce operation, supported by a strong and engaged customer base.
A key part of that growth was sourcing unique and exclusive product ranges. I travelled regularly to the US, Europe and China gift fairs to research trends, explore new techniques, understand colour and design shifts, and build strong supplier relationships. This hands-on approach to trend forecasting and supplier selection became a competitive advantage for the business and a major driver of customer loyalty.
Over time, I made the decision to transition the business to an e-commerce–only model, supporting a preferred lifestyle and creating a streamlined operation that was easier to scale and ultimately sell.
Running a seasonal retail business taught me that customer experience isn’t a “nice to have” — it’s what drives repeat business, referrals and sustainable growth. In short, high-pressure trading periods, how customers are communicated with, supported and guided has a direct impact on revenue. That understanding now sits at the centre of how I support seasonal and holiday-driven businesses.
In 2024, I sold the business to focus fully on supporting other business owners. Today, I work with Christmas businesses, seasonal retailers and holiday-driven operators to help them build clarity, plan for growth and create more dependable income — supported by strong customer experience and consistent marketing oversight, without the stress that often comes with peak trading periods.
I also host The Business of Christmas Podcast, where I share insights, strategies and real-world experience from behind the scenes of seasonal business.
I’ve always had an eye for opportunity. My entrepreneurial journey started in my teens, selling handmade products at craft fairs, and grew into building multiple businesses by spotting gaps in the market and creating practical solutions to fill them.
With a Bachelor of Business, majoring in Applied Economics and Marketing, I’ve spent my career applying these skills to my own businesses — and now use that experience to support others.
After seven years working in the not-for-profit sector, I launched my first business producing embossed monogrammed stationery, well before personalisation became mainstream. This led to a second business in wedding stationery, offering couples stylish, customisable invitations at a time when affordable options were limited. When the opportunity arose for my husband and I to relocate to the UK for his work, I sold that business and we spent several years living in York, England.
Nineteen years ago, I identified another gap — this time in Australia’s Christmas décor market, where the range available locally didn’t compare to what I’d seen overseas. I launched a seasonal retail business that grew into a seven-figure bricks-and-mortar and e-commerce operation, supported by a strong and engaged customer base.
A key part of that growth was sourcing unique and exclusive product ranges. I travelled regularly to the US, Europe and China gift fairs to research trends, explore new techniques, understand colour and design shifts, and build strong supplier relationships. This hands-on approach to trend forecasting and supplier selection became a competitive advantage for the business and a major driver of customer loyalty.
Over time, I made the decision to transition the business to an e-commerce–only model, supporting a preferred lifestyle and creating a streamlined operation that was easier to scale and ultimately sell.
Running a seasonal retail business taught me that customer experience isn’t a “nice to have” — it’s what drives repeat business, referrals and sustainable growth. In short, high-pressure trading periods, how customers are communicated with, supported and guided has a direct impact on revenue. That understanding now sits at the centre of how I support seasonal and holiday-driven businesses.
In 2024, I sold the business to focus fully on supporting other business owners. Today, I work with Christmas businesses, seasonal retailers and holiday-driven operators to help them build clarity, plan for growth and create more dependable income — supported by strong customer experience and consistent marketing oversight, without the stress that often comes with peak trading periods.
I also host The Business of Christmas Podcast, where I share insights, strategies and real-world experience from behind the scenes of seasonal business.
