Welcome back to another edition of our Founder Series. This time, we’re highlighting five female founders who are redefining their industries by embedding purpose into every aspect of their business. While they leverage e-commerce to reach wider audiences, their brands offer much more than online transactions. Each founder is dedicated to creating genuine connections with customers through platforms that emphasize education, culture, and values. Here’s how they’re using digital tools to expand impact, build community, and bring meaning to the marketplace.
In an increasingly fast-paced world, wellness and lifestyle brands are finding ways to slow down and focus on what truly matters. These five founders have each developed businesses that prioritize quality, connection, and purpose over mass production and rapid growth. Whether it’s by supporting the physical goals of endurance athletes, creating artisanal products that celebrate craftsmanship, or offering art that resonates on a personal level, these entrepreneurs are reshaping the way we think about lifestyle and wellness. Here’s how they’re enriching lives, building communities, and making a meaningful impact through their innovative approaches.
In an industry where convenience and speed often overshadow sustainability, these five founders are showing that online retail can have a conscience. Each of them has built a brand that prioritizes responsible sourcing, environmental impact, and lasting quality over fast profits. Whether it’s transforming waste into fashion or creating energy-efficient lighting solutions, these entrepreneurs are using e-commerce as a platform to drive positive change. Here’s how they’re combining business with purpose, turning ethical craftsmanship into a competitive advantage, and inspiring a new wave of consumer responsibility.
In a space where large-scale corporations and rapid algorithms dictate the pace, e-commerce may seem like an unlikely field for deeply personal, purpose-driven brands. But these five women are proving that e-commerce can be more than just a storefront; it can be a meaningful connection between brands and consumers. They’re showing that digital platforms can support ethical businesses that are as diverse as their founders, from cultural products and eco-friendly goods to personal wellness services. Each founder’s story is a testament to resilience and creativity in a rapidly evolving market.
In a world where consumer priorities are shifting toward sustainability, innovation, and meaningful connections, this week’s Founder Series showcases five UK entrepreneurs who are perfectly aligned with these changing expectations. From tackling climate change with carbon-negative products to offering creative ways for people to reconnect in a post-pandemic world, these founders are meeting the demands of a market that values purpose-driven businesses. Each has found a way to balance profitability with values, staying resilient through the challenges of modern entrepreneurship. And this is why we’re zooming in on these founders this week—to explore how their visions are not only contributing to their industries but also responding to the evolving needs of today’s consumers.
The UK e-commerce sector offers both exciting opportunities and significant challenges, as seen through the experiences of this week’s featured founders. From Jordan Sheppard’s innovative affiliate program at Voltsco to Aidan Farrell’s success in the electric bike market with Go Off-Road Barnsley & Wakefield, each entrepreneur has found a unique way to thrive. Lauretta and Sharon Gavin have made wellness accessible through their brand, Gavin Sisters, while Abigail Ahern continues to redefine home décor with Abigail Ahern Interiors. Meanwhile, Guy Bolton’s Greasy Kulture proves that print media still has a place in niche markets like custom motorcycles. These founders share their stories of overcoming cash flow issues, building loyal customer bases, and creating innovative solutions in their respective industries.
Though called an industry generally, and by us on the UNREAL Rockstars editorial team, e-commerce isn’t exactly an industry—rather, it functions as a point of sale for many industries. This dynamic makes the e-commerce landscape broad and explorative, spanning everything from colorful diamonds and shiny objects to the blended worlds of music and café life. And exactly this is what we have in store for this feature, starting with the lucrative diamond industry.
If you are a founder or C-level executive at a Swedish agency, we’d love to hear from you. We’re always looking to connect with leaders who are willing to share their experiences, challenges, and insights. By reaching out, you’ll have the opportunity to collaborate with us as we explore your unique story and showcase what it's like to navigate the agency world in Sweden. Don’t hesitate to contact us—we’re excited to learn more about your journey.
If you are a founder or C-level executive at a Danish agency, we’d love to hear from you. We’re always looking to connect with leaders who are willing to share their experiences, challenges, and insights. By reaching out, you’ll have the opportunity to collaborate with us as we explore your unique story and showcase what it's like to navigate the agency world in Denmark. Don’t hesitate to contact us—we’re excited to learn more about your journey.
We will be taking a closer look at a handful inspiring journeys of five ecommerce founders from the Netherlands, navigating trials and triumphs to build businesses around hands-on solutions to practical problems. In the rapidly evolving Dutch ecommerce landscape, determined entrepreneurs are stepping up to create value, break new ground, and provide innovative solutions. This article features five founders from the Netherlands who have successfully addressed industry-specific challenges to carve out a niche in the country's competitive ecommerce scene. From optimizing supply chains for small online retailers to enhancing customer experiences with cutting-edge platforms, these forward-thinking Dutch entrepreneurs are leveraging their unique strengths and passion to redefine ecommerce in the Netherlands. Each founder's journey offers valuable insights into adopting innovative yet pragmatic business strategies, overcoming operational hurdles, and setting clear, achievable goals in the Dutch market.
We will take a closer look at handful inspiring journeys of five ecommerce founders from Germany, navigating trials and triumphs to build businesses around hands-on solutions to practical problems. In the fast-paced German ecommerce landscape, determined entrepreneurs are stepping up to create value, break new ground, and provide innovative solutions. This article features five founders from Germany who have successfully addressed industry-specific challenges to carve out a niche in the country's competitive ecommerce scene. From optimizing supply chains for small online retailers to enhancing customer experiences with innovative platforms, these forward-thinking German entrepreneurs are leveraging their unique strengths and passion to redefine ecommerce in Germany. Each founder's journey offers valuable insights into adopting innovative yet pragmatic business strategies, overcoming operational hurdles, and setting clear, achievable goals in the German market.
For Rebekah Sheppard, creating LA LUNA was about more than selling jewelry; it was about building a meaningful brand that offered unique, intentional items. Rebekah shares, “I wanted to make something of myself rather than working for a corporation,” explaining that her passion for crystals and natural well-being drove her to start the business.
“Born Rebekah Sheppard, but I go by Bekah mainly,” she says. Rebekah’s path included a career in media licensing, travels around the world, and a growing passion for crystal jewelry. After returning from her travels, she decided to take a chance and open a shop in Herne Bay, Kent. “On 1st October 2016, LA LUNA opened its doors,” she shares, marking the start of her journey in the jewelry and crystal business.
Today, LA LUNA focuses on handmade jewelry and candles, blending craftsmanship with spiritual elements. “Being a handmade-based business can solve a few problems,” she explains, highlighting that her personalized approach lets her offer unique, meaningful products to her clients. “People really love and enjoy buying from an independent [business],” she says, noting that her customers appreciate knowing that their purchases support someone’s dream.
“My biggest challenge was in the first few years, getting the LA LUNA brand out there past Herne Bay,” Rebekah recalls. She recognized that relying solely on local foot traffic wasn’t enough. To overcome this, she began participating in stalls at events and fairs across Kent. “Most of them I’d break even at; a couple were successful, but mainly it got my brand out there,” she explains. Running workshops in aromatherapy, bracelet making, and chakra wand crafting also helped spread awareness. “People LOVED these… they’d bring friends and come to the shop later,” she says, reflecting on how these efforts built a broader, dedicated following for LA LUNA.
“Making it to the five-year mark—many businesses don’t make it past three, plus making it through lockdown,” Rebekah reflects, feeling proud of how far LA LUNA has come. Starting with just £1,000 worth of stock, she built her business through persistence and passion, grateful for the community that supports her vision.
For Ilaria Padovani, moving to the UK meant giving up the lively Italian markets she loved. She decided to recreate that experience online, bringing Mercato Italiano to life as an e-commerce hub for authentic Italian goods. “People here think Italian food is just pasta and pizza, but it’s so much more,” Ilaria says, explaining her vision to showcase a more authentic range of Italian products.
"I am native of Verona," she shares, describing how her love of artisanal food and Italian markets influenced her venture. “When I couldn’t find these products myself, I thought, why not bring them here?” she recalls, determined to share the quality of Italian-made goods with UK customers.
Through Mercato Italiano, Ilaria curates a selection of Italian products that embody Italy’s rich culinary culture. “E-commerce lets me connect small Italian producers with people in the UK who appreciate real quality,” she says, providing a bridge between local Italian artisans and an international audience.
Shipping perishable items internationally posed a range of logistical challenges. “It’s all been a major challenge,” she admits, noting that she invested significant time into finding reliable shipping partners and optimizing the packaging to ensure quality and freshness. The logistics were complex, but Ilaria’s dedication to authenticity kept her motivated.
“My customers tell me that my products remind them of their travels in Italy,” Ilaria says. For her, Mercato Italiano is about more than just selling products; it’s about bringing a piece of Italy into her customers' homes and creating lasting memories through genuine flavors and high-quality products.
Rachel Wardley’s Tallulah Rose Flower School offers more than just floral arrangements; it’s a place for career transformation and creative exploration. “People think floristry is just about arranging flowers, but it’s a skill, a craft,” Rachel says, passionate about sharing the art of floristry with a broader audience.
Rachel’s career journey began in fashion, working with women’s accessories in London before she relocated to Bath to pursue floristry. “After 20 years, I retrained as a floral designer,” she shares. Launching Tallulah Rose Flower School, Rachel shifted her focus to career-change courses, providing hands-on floral design training for those looking to make a similar shift.
Her flower school stands out for its commitment to sustainability. “I teach sustainability floristry, meaning I don’t use (non-compostable) floral foam and use seasonal UK-grown flowers,” Rachel explains. Her courses are designed not only to teach the techniques of floral design but also to foster an appreciation for eco-friendly practices.
One of Rachel’s main challenges has been staying true to her vision while resisting pressures to expand. “Keeping the business as I want it—not being persuaded to franchise,” she says, explaining that maintaining close relationships with her students is her top priority. By choosing quality over rapid expansion, Rachel has preserved the unique, nurturing environment that makes Tallulah Rose Flower School a close-knit community. Successful Highlights
Rachel takes great pride in the community she has built. “An incredible community of (99%) women who go on to launch their own dream business,” she says. Watching her students succeed and stay connected has been one of the most rewarding aspects of her career, and she continues to foster an inclusive and supportive environment within the school.
Bethan Keeble, co-founder of SimpleLifeCo alongside her partner Dino Hodzovic, brings a unique blend of creativity and purpose to her mission-driven business. Moving from a career in music with degrees in Orchestral Performance, she now channels her commitment to environmental impact through sustainable packaging solutions.
Bethan’s journey began in music, where she performed across the UK and Europe and launched a sports massage business for musicians. “I loved my work in music, but I felt an urge to make a greater impact on the planet,” she reflects. This drive led her to co-found SimpleLifeCo, merging her creativity and environmental commitment into a new cause.
Founded in a Cardiff spare room, SimpleLifeCo is now based in the Welsh Valleys, offering compostable packaging that’s accessible for small businesses. “Our mission is to tackle the plastic problem, one package at a time,” Bethan says. Their products range from compostable mailing bags to eco-friendly food bags, designed to help small businesses adopt greener practices.
Launching during post-Brexit brought challenges, especially in exporting to Europe. “Navigating new import regulations was a steep learning curve,” Bethan shares. Through research, partnerships, and community support, SimpleLifeCo adapted, strengthening its commitment to resilient, sustainable growth.
A key milestone for SimpleLifeCo was earning B Corporation certification, recognizing their high standards in social and environmental responsibility. “This certification affirms our commitment to transparency and accountability,” Bethan says. Looking ahead, SimpleLifeCo aims to expand across Europe, partnering with larger companies to drive positive change in reducing plastic waste.
Sue Beer and Emma Roberts didn’t initially see e-commerce as part of their EFT training mission, but The EFT Centre has made mental health tools available to a global audience. “People think emotional health is too personal to handle online, but we’re proving it can be done with care,” Sue explains.
The two met in 2001 at an NLP & hypnotherapy training course and have since become pioneers in EFT (Emotional Freedom Techniques) training. “We both enjoy teaching and have a lot of fun along the way,” they share, noting their passion for sharing EFT with a worldwide audience.
The EFT Centre trains people to become certified EFT practitioners. “We are one of the leading EFT training establishments in the world,” they add, proud to be among the first to receive EFT Masters certification from the technique’s founder, Gary Craig.
Completing the EFT Masters program with Gary Craig was one of their toughest experiences. “We overcame it by supporting each other and our close-knit group of peers,” Sue says, emphasizing the role of teamwork and mutual support. This intensive program solidified their partnership and laid the foundation for their successful training practice.
“People often comment on the strength of our partnership,” Emma says, reflecting on the close connection they’ve built over the years. Together, they’ve created a supportive community for EFT practitioners worldwide, empowering their students to spread the benefits of EFT
These five female founders bring a fresh perspective to e-commerce, using their platforms to connect with customers who value authenticity and purpose. From Rebekah Sheppard’s crystal jewelry at LA LUNA to Ilaria Padovani’s Italian food import and dining experience at Mercato Italiano, and Rachel Wardley’s floral workshops at Tallulah Rose, to Bethan Keeble’s sustainable packaging solutions at SimpleLifeCo UK, and Sue Beer and Emma Roberts’ wellness-focused EFT Centre, each founder has built an online brand that goes beyond transactions. Together, their stories highlight the unique ways women are shaping e-commerce to reflect values of community, trust, and purpose. These founders show that for many women in business today, success means offering more than just products—it means building brands that customers feel connected to and can rely on in an increasingly digital world.
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