01
Repetitive
Repetitive, soul-destroying tasks that make you want to poke your eye out with a fork.
Hi, I'm Jess.
My current obsessions
Champagne; Formula 1; travel; padel; my grow tent; astrology; helping women step into their own power; and whatever Luna is up to right now.
System UntanglerChampagne EnthusiastEveryone's Hype QueenLuna's MumVoice Note AddictScalding Shower Lover
I didn't plan any of this.
I have a Sports Management degree, which I have used exactly zero times in my career (sorry, Mum). I ended up in corporate, got bored of being told how to think and what to wear while thinking it and left to start my own thing. And by my own thing I mean about four different things, because that is how my brain works. One idea leads to ten and I physically cannot leave a problem alone once I've seen it.
An example of bad decisions.
The first was digital marketing for finance. It actually worked, but my inbox gave me so much anxiety that I sold the whole business for $1 just to make the feeling stop. Probably not the best idea. Then I went all-in on one big client, which was great until I realised my entire income depended on someone else's decisions. Turns out, also not the best idea.
Then came Gwynneco, my accessories line, which took off in a way I wasn't expecting and then buried me in manual work that was absolutely soul-crushing and needed hundreds of thousands of dollars that, surprise, I did not have to ever get it to scale. Every single time I thought I'd found the thing, I ended up in the same place: overworked, frustrated, and wondering why building a business always seemed to cost me living my actual life.
What is this Witchcraft?
Then I found automation and my brain lit up. I can't even remember how. It was the first thing that actually made sense to the way I think. A puzzle to solve, systems to design, processes to optimise. My entrepreneurial brain was in heaven and my sleep was non-existent. I was obsessed. I started automating everything I could get my hands on and all of a sudden, I could breathe. I could think. I could actually enjoy what I was building instead of just surviving it.
Your business shouldn't work so lean
Conventional wisdom says growth means more people, more overhead, more stress, but I'm not great at conventional. I built Andromedae, a regulated financial services business with over 3,000 clients, and I did it with a small team, smart systems, and a complete refusal to do things the hard way when there was a better one. Five full-time roles automated out of the business and nobody lost their job.
My staff got to stop doing the boring repetitive stuff that makes the day drag on and do more of the work they're actually great at. And that's the bit people don't expect: we didn't automate so we could cut corners on service, we automated so we could go deeper on it. All the time and money we save on the back end goes straight into our client experience. A small, happy team and 5 star reviews. I'll take it.
Life is for living and my business is the vehicle
I play padel twice a week, I travel whenever I want, I take a week or three off and nothing breaks. I drink champagne in Champagne and spend an unreasonable amount of time with my bulldog Luna on the couch, which is exactly where I am as I write this. That's not a highlight reel, that's just what it looks like when the business finally works for you instead of the other way around. And it took me way too long to get here, which is exactly why I'm not keeping it to myself.
This part is personal.
I know what it feels like to love your business and also be completely exhausted by it. To not be able to switch off, to feel guilty when you do, and to wonder if this is just what it's like now. I've been that woman. And I know it doesn't have to stay that way, because I changed it for myself. Now I spend my time helping other women do the same. My astrologer would tell you this was always the plan. I just took the scenic route.
Core values
What we no longer stand for
02
Don't rock the boat
The just put your head down and don't rock the boat programming we swallowed before we could spell our own names.
03
Apologising
Apologising for existing in someone else's general vicinity. Especially men. Who never apologise back.
04
I'm ok
The reflex to say I'm ok when you're not, because someone in the room has it worse and you don't want to be a burden.
05
Grind culture
Masculine grind culture telling you that if you're not working at 10pm, you're leaving money on the table. You're leaving your life on the table.
06
AI panic
Thinking AI is coming to take over our world, our lives and our self expression. Ladies, there is no taking our humanity.