E-COMMERCE BUSINESS COACH & STRATEGIST
From market stalls to a million dollars a year online.
I built and sold a seven-figure fashion brand. Today, I help established fashion and lifestyle brands make clearer, more profitable decisions across products, marketing, conversion and growth.
WORK WITH ME
20+ years
in business and marketing
7-Figure brand
built and sold
Top 30
Australian marketing podcast
Award-winning
entrepreneur and mentor
WHERE IT STARTED
I started with a local tailor, a few pieces and a market stall.
I was living in Dubai with my husband and two young children, working in a corporate role and feeling completely burnt out. I wanted more flexibility, more creativity and a business that could fit around family life.
There was no established brand, big launch or polished website. I literally had the first pieces made one by one by a local tailor, then took them to local weekend markets to see whether anyone would buy them.
That is how iland co. began. I listened to customers, watched which styles they picked up, made changes and kept testing. Long before I understood e-commerce strategy, I was learning the most important lesson in business: pay attention to what people actually want.
The response at the markets was exciting, but the reality was exhausting. I was working during the week, spending weekends at market stalls and trying to build a business in the gaps around everything else.
Moving online felt like the obvious answer. I built the website, organised the photography and launched the store, expecting the orders to follow.
They did not.
That was when I realised a good product and a good-looking website were only the beginning. I had to learn how to create demand, drive traffic, convert visitors and build a business that worked behind the scenes too.
MY BUSINESS STORY
From a market stall in Dubai to building and selling a seven-figure brand.
There was no overnight success. There were years of testing, learning, wrong turns, big decisions and plenty of work behind the scenes.
THE MARKET STALL YEARS
Testing the idea one piece at a time
I had the first garments made one by one by a local tailor, then took them to weekend markets in Dubai to see what people responded to. There was no polished brand yet. I learnt by watching, listening and adjusting.
MOVING ONLINE
Learning that a website does not create sales by itself
When I launched the online store, I expected the orders to follow. They did not. That forced me to learn traffic, conversion, email, paid marketing and what it really takes to build an e-commerce business.
THE GROWTH YEARS
The business became bigger and more complex
iland co. grew into a consistent seven-figure fashion brand. Behind the scenes, I was managing product development, manufacturing, inventory, marketing, cash flow, a team and the constant decisions that come with growth.
THE BIG LESSONS
More products and more activity did not always mean better growth
Some of my most expensive lessons came from expanding the range, tying up cash in stock and making the business harder to operate. The strongest growth came when I simplified, focused on the hero products and built better systems around them.
THE FINAL ILAND CO. YEARS
Building a brand that could move beyond me
In the final years, the focus shifted from simply growing sales to strengthening the team, systems and commercial foundations behind the business. That work helped prepare iland co. for its next chapter.
2023 TO TODAY
Selling iland co. and beginning a new chapter
I sold the brand in 2023. Stepping away gave me the chance to see the business with fresh eyes and recognise how much of what I had learnt could help other women build stronger, more profitable e-commerce brands without repeating every painful lesson themselves.
WHAT BUILDING THE BRAND TAUGHT ME
The lessons I now bring into every client conversation.
I learnt that more products, more ads and more activity are not always the answer. The biggest shifts came when I stepped back and looked at the whole business: what was driving profit, where cash was getting stuck, whether the website converted and how much still relied on me.
01
Product focus matters
A larger range can look like growth while quietly tying up cash and making the business harder to market. The strongest brands know which products deserve to lead.
02
Marketing cannot fix the wrong problem
Ads work best when the product, margins, website and customer journey are already doing their job. More traffic is not always what the business needs first.
03
Growth needs better systems
A business becomes difficult to scale when every decision and task still depends on the owner. Sustainable growth needs clearer processes and the right support.
REAL RESULTS
More sales, stronger growth and clearer decisions.
The goal is usually more sales. My role is to help identify the leaks limiting growth and the opportunities that can unlock the next stage of scale.
Amber grew to $1M a year
Focused strategy across the wider business helped create significant growth.
Louise increased year-on-year sales
Built a stronger, more sustainable business while protecting school-hours flexibility.
Gemma grew in five months
Clearer priorities and stronger execution created momentum across the business.
AS TRUSTED BY
Fashion and lifestyle brands I’ve supported.
QUALIFICATIONS, CERTIFICATIONS & RECOGNITION
Experience backed by education, industry training and award-winning results.
Business Degree
GPA 6.75
Gold AusMumpreneur Award
Fashion
2020 and 2021
2021 Gold Stevie Award
Company of the Year
Consumer Products
2021 Local Business Awards
Winner
Outstanding Fashion
Certified Digital Marketer
Digital Marketing Institute
Meta Media Buying Professional
Professional certification
LIFE COACH
Certified Life Coach
Professional coaching qualification
Business Degree
GPA 6.75
Gold AusMumpreneur Award
Fashion
2020 and 2021
2021 Gold Stevie Award
Company of the Year
Consumer Products
2021 Local Business Awards
Winner
Outstanding Fashion
Certified Digital Marketer
Digital Marketing Institute
Meta Media Buying Professional
Professional certification
LIFE COACH
Certified Life Coach
Professional coaching qualification
MY APPROACH
Direct, supportive and grounded in what the numbers are telling us.
I help established fashion and lifestyle brands make better commercial decisions across product and profit strategy, Shopify data, website conversion, email and retention, paid marketing, inventory, team and systems.
I bring the perspective of someone who has built, scaled and sold the business, alongside more than 20 years of experience across marketing and entrepreneurship.
I am not interested in growth for appearance’s sake. I want the business to be more profitable, less chaotic and better able to support the woman behind it.
READY FOR MORE CLARITY?
You need to know what is limiting growth, what is being overlooked and where to focus next.
Explore coaching, strategy and training designed for established e-commerce brands.
SEE HOW WE CAN WORK TOGETHER