After one of her make-up products “went viral” on social media, people assumed Zoe Trigwell was an overnight success and a millionaire.
The truth was, the business owner was paying herself £1,000 a month and working from a unit she described as “basically a warehouse”.
“It’s a lot of pressure, especially as a woman in business, to be seen as perfect,” says Zoe, who runs beauty brand trigwell Cosmetics from her base in Cardiff.
“People think you’ve got it all figured out, that your living this glamorous life, but it’s really not like that.”
Zoe is one of a growing number of women in Wales who are sharing their experiences of the realities of running a business, in a bid to break down the myth of the “overnight success”.They are using social media to show the highs and lows, the struggles and the triumphs, in a more authentic way than ever before.
“I started being more open about the challenges I faced, and the response was amazing,” says Zoe. “People said they felt so much better knowing they weren’t alone.”
For many, the pressure to portray a perfect image online is notably acute.
“There’s this expectation that as a woman, you have to be everything to everyone,” says Sarah Jones, who runs a marketing agency in Swansea.
“You have to be a successful businesswoman, a loving mother, a supportive partner, and you have to look good doing it all.”
Sarah says she used to feel guilty about taking time for herself, or admitting when she was struggling.
“But I realised that being honest about my vulnerabilities actually made me more relatable, and more trustworthy.”
The women are also keen to challenge the stereotype of the “male entrepreneur” – often portrayed as confident, aggressive and risk-taking.
“Women often approach business in a different way,” says Nia Roberts, who runs a lasting clothing brand in Powys.
“We’re more likely to prioritise collaboration,community and ethical practices.”
Nia says she wants to create a business that is not only profitable, but also makes a positive impact on the world.
“I think that’s something that a lot of women are passionate about,” she says.By sharing their stories, these women are hoping to inspire others to take the leap and start their own businesses.
“It’s not easy,” says Zoe. “But it’s so rewarding.And you don’t have to be perfect to do it.”
Welsh Entrepreneur Moves Business to US Over Investment Struggles
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Entrepreneur Lauren Bell is relocating her entire business, Cosi Care, to the United States after facing difficulties securing substantial investment in the UK. Bell, 33, developed a device to alleviate her brother’s lifelong eczema, and founded Cosi Care four years ago. Despite the company’s success, she didn’t draw a salary for the first four years.
Bell attributes the investment challenges to gender bias. “It’s so challenging to get the big cheques. People don’t support women. People almost don’t believe that women can achieve what men can achieve,” she stated.”They see me in a pink suit with a nice Welsh accent,and they just don’t believe that you can reach those levels.”
While proud of her achievements as a woman in a STEM field,Bell expressed disappointment at the lack of early support. Recently securing a £1 million investment, she is now moving all employees and manufacturing operations to America, a decision she describes as “a real shame” despite her best efforts to build the business in the UK.
Female Entrepreneurs Face Pressure to Appear Successful Despite Income Struggles
A growing body of research highlights the challenges faced by female entrepreneurs, who often struggle to generate sustainable incomes despite societal pressures to project an image of success. These pressures,coupled with systemic disadvantages in accessing funding and support,contribute to many women leaving entrepreneurship altogether.
The Pressure to Project Success Online
Dr. Sarah Marks, a lecturer in management at Swansea university, notes the notable pressure business owners, particularly women, feel to present a successful image online. https://www.swansea.ac.uk/staff/management/sarah-marks/ “For people to really be successful and to really consider themselves a successful entrepreneur, they actually need to be generating quite a lot of income,” she explains, “and my research suggests that actually the vast majority of women do not generate anywhere near what will be a market equivalent income for themselves.”
This pressure is compounded by a reluctance to discuss financial difficulties. Dr. Marks’ research indicates women frequently enough fear being perceived as “greedy” or “ungrateful” if they openly discuss low earnings, creating a significant burden.
Systemic Disadvantages in Funding and Support
The challenges faced by female entrepreneurs are not solely related to self-perception. A recent report by the Women and Equalities Committee found that female entrepreneurs encounter substantial obstacles in accessing finances, investment networks, and crucial support systems. https://committees.parliament.uk/committee/326/women-and-equalities-committee/news/189999/female-entrepreneurs-face-significant-disadvantages-in-accessing-finances-investment-networks-and-support-systems/ The committee’s findings suggest that existing programs designed to address these issues have had limited impact.
These disadvantages manifest in several ways. Women often receive less funding than their male counterparts, even when presenting similar business plans. They also tend to be underrepresented in established investment networks, hindering their access to capital and mentorship.
Government Initiatives and Support programs
Despite the challenges, both the UK and Welsh governments are implementing initiatives to support female entrepreneurship.
The UK government states it is prioritizing women in its growth agenda, aiming to establish the UK as a leading location for women-led businesses. Through the Invest in Women Taskforce, over £500 million in funding has been allocated to women-led businesses in the past year, with investment beginning in August 2024. https://www.gov.uk/government/news/500-million-boost-for-female-entrepreneurs
The Welsh government reports that Business Wales has supported 2,301 female-led start-ups since May 2021, representing 56% of all start-ups assisted. https://businesswales.gov.wales/ Furthermore, the Growth Bank for Wales supports female entrepreneurs through projects like the Women Angel of Wales syndicate, which aims to increase female participation in angel investing. https://developmentbank.wales/
The Need for sustainable Solutions
While these initiatives are a step in the right direction, experts emphasize the need for more comprehensive and sustainable solutions. Addressing the underlying systemic biases in funding and support networks is crucial. Furthermore, creating a more open and supportive environment where female entrepreneurs feel cozy discussing their financial realities – without fear of judgment – is essential for fostering genuine success and longevity in the field.
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