Many in the gift and homewares industry are familiar with the term mumpreneur, which describes successful entrepreneurial women who are also mothers.
Driven by their shared ambition and desire for flexibility following the birth of their first children, sisters Peace Mitchell and Katy Garner from regional Australia founded their online venture AusMumpreneur in 2009.
The sisters’ early endeavours in fashion and stroller design struggled due to a lack of startup support in regional Australia. This led them to recognise the need for an accessible network to empower mothers with similar aspirations. They identified their isolation as a unique advantage, launching a national platform and online community connecting Australian women.
“Our greatest weakness, being isolated and remote, became our greatest strength because we had to be national from day one,” explains Mitchell.
The AusMumpreneur community has more than 150,000 members and has become a beacon for entrepreneurial women across the nation including Monique & Danni of b.box and Monica Meldrum of Whole Kids.
The annual AusMumpreneur Awards, now in its 14th year, acknowledges and celebrates these businesswomen’s impressive contributions. The mumpreneur industry has seen significant growth since 2009, with social media expansion enabling more women to initiate businesses.
Research indicates that women often experience a surge of creativity and innovation following childbirth, inspiring new business ideas and problem-solving approaches. Also, the recent Covid pandemic sparked another surge in women-led businesses.
“Being a mumpreneur brings flexibility, financial independence and freedom to create the lifestyle that works for your family,” adds Garner.
