Another week, another one of our inevitable Founder Series. We're checking in on what's happening in the UK's e-commerce landscape, and as always, we're grabbing the founder goggles to see the market through their vision. And speaking of vision, there's plenty. In this issue, we’re highlighting five founders who are shaping their respective niches with practical business strategies and creative solutions to tackle industry challenges.
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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.
In a blood-red ocean of e-commerce, it’s hard to see what truly sets businesses apart. Many are born from nothing but commercial desires. But in a time when we crave authenticity, Voltsco occupies a special plateau. Built on the boldness to talk about life’s hardest challenges, Voltsco is more than a store—it’s rooted in self-empowerment and purpose. “I hit a bad patch in life and struggled greatly with mental health. I took it upon myself to build something to keep my mind occupied,” Jordan reflects. In an e-commerce landscape full of noise, stories like this can’t be replicated, and that’s what makes Voltsco stand out. What started as a lifeline has now become a powerful force, driving meaningful connections with the ecosystem that surrounds Voltsco.
Jordan grew up in Kent and from a young age showed a passion for tech, working on small projects like web design and app-based games. His entrepreneurial streak, coupled with a desire to create something meaningful, led him to found Voltsco.
Voltsco offers a wide range of discounted products but distinguishes itself with an innovative affiliate program. “Unlike most other businesses, we offer everyday customers a chance to work with us in our affiliate program, where they are paid for sharing products,” Jordan explains. This program taps into how people naturally engage with social media, turning passive engagement into an earning opportunity.
“The greatest struggle recently has been the ongoing battle with COVID and the cost of living,” Jordan notes. These external pressures have made it difficult for small businesses to thrive, but Jordan’s ability to adapt has kept Voltsco on solid ground.
For Jordan, the recognition Voltsco receives from customers and partners is the most rewarding aspect of his journey. “The biggest achievement is the recognition we get from people, whether it’s customers, business relationships, or social media,” he reflects.
Go Offroad Barnsley stands out as a dynamic player in the off-road bike space, but what makes this business even more unique is the close-knit bond behind it. Aidan and his business partner are childhood friends who turned a shared passion for off-road biking into a thriving enterprise. "We’ve known each other since we were kids, and that friendship has been the foundation of everything we’ve built together," Aidan explains. It’s a rare dynamic that has contributed to their success in an industry where collaboration is key.
Growing up in South Yorkshire, Aidan’s love for motorcycles started young. He taught himself to fix bikes as a teenager and began his entrepreneurial journey at 14 with a lawn mower repair business. “I was buying, selling, and repairing everything I could,” Aidan recalls. That resourcefulness became the foundation of his success.
Originally focusing on petrol-powered pit bikes, Go Off-Road shifted to electric bikes to tap into the growing demand for sustainable transportation. “We invest in what people want and give the customers who shop with us an experience to remember,” says Aidan.
Building a business in a niche market like off-road biking comes with its challenges, from breaking into the market to securing partnerships with top manufacturers. "The biggest challenge we faced was cash flow," Aidan admits. Without credit facilities from suppliers, they had to reinvest every penny into growing stock. But despite the strain, their strong personal bond and complementary skillsets helped Aidan and his partner push through these obstacles, allowing them to continue growing the business together.
Securing a dealership with Stark Future, a leading electric motocross brand, was a turning point for Go Off-Road. “Becoming a Stark Future dealer was a big eye-opener for us,” Aidan says proudly.
For Lauretta and Sharon Gavin, wellness is more than a business—it’s their life’s work. After Sharon’s battle with a rare autoimmune disease, the sisters turned to plant-based living, not only transforming their own health but also launching Gavin Sisters. “We decided to take control of my health by transitioning to a plant-based, nutrient-dense diet,” Sharon explains. This journey sparked the creation of their wellness brand.
Growing up in a large Irish family in North London, the Gavin sisters were always driven. Their personal experience with wellness led them to found The Detox Barn, where they help others embrace plant-based living. “We share our journey through our podcast, and we’ve created our own healthy coffee brand, Funki Coffee,” Lauretta adds.
What sets Gavin Sisters apart is their down-to-earth approach. The sisters, who also have a background in comedy, make wellness accessible. “We believe that some aspects of the wellness world can be a bit indulgent and unrelatable, which can make people feel intimidated,” they explain, emphasizing inclusivity.
Launching Funki Coffee was no small feat. “Creating Funki Coffee wasn’t easy,” Lauretta admits. As a small brand, cash flow was tight, and finding the right manufacturer was tough, but eventually, they partnered with a family-run business to make it happen.
Being named one of the UK’s top wellness retreats by Condé Nast in 2024 was a huge milestone for the Gavin Sisters. “We consistently receive great feedback from guests who have made amazing changes after visiting us,” Lauretta says proudly.
Abigail Ahern doesn’t just design homes—she transforms them into personal sanctuaries. Known for her unique blend of luxury and approachability, Abigail has built a home décor empire that encourages people to decorate with confidence and individuality. “I believe your surroundings should reflect your personality,” Abigail says, explaining her design philosophy that has resonated with thousands of customers.
After growing up in Essex, Abigail trained as an interior designer in the US before returning to the UK to launch her own store. Her experience abroad shaped her approach to home décor, blending modern style with classic elements to create timeless, welcoming spaces.
Abigail Ahern Interiors is more than a home décor brand—it’s a way of living. With a focus on creating stylish yet comfortable spaces, Abigail encourages her customers to embrace bold choices that reflect who they are. “It’s about creating a home you never want to leave,” she says.
Like many growing businesses, cash flow has always been a challenge for Abigail. “It’s like feeding a hungry beast,” she admits, explaining how she’s had to balance expansion with managing costs.
After 21 years in the industry, Abigail’s biggest achievement is the longevity of her brand. With expansions into the US market on the horizon, she continues to push the boundaries of home décor and inspire her customers worldwide.
In a world where print media is struggling, Guy Bolton has found a way to thrive with Greasy Kulture, a magazine celebrating custom motorcycles, especially vintage Harley-Davidsons. “I’ve always been passionate about classic bikes, and I wanted to create something that brought that love to others,” Guy explains.
Guy’s passion for motorcycles started young. After working as a creative director in advertising, he decided to combine his love for classic bikes with his design skills, launching Greasy Kulture as a blog in the late 1990s before transitioning to print in 2007.
Greasy Kulture publishes six issues a year, featuring high-quality photography and in-depth stories on custom motorcycles. “The quality, integrity, and depth of our content is what sets us apart,” Guy says, explaining how the magazine has built a loyal global following.
Surviving in the declining print media landscape has been a challenge, but Guy has stayed true to his vision. “We’ve stuck to our principles and run a tight ship,” he notes, reflecting on the resilience it’s taken to keep Greasy Kulture going through tough times.
Reaching the 100th issue of Greasy Kulture is a proud moment for Guy. His ability to build a global audience organically, without big investors, is a testament to the passion and authenticity behind the brand.
As Week 42 comes to a close, it’s clear that building a successful e-commerce business requires more than just ambition—it takes strategic thinking, financial discipline, and the ability to adapt. Cash flow management emerged as a major hurdle, as both Aidan from Go Off-Road and Abigail from Abigail Ahern Interiors pointed out. Investing back into their businesses without overextending was a delicate balancing act, but necessary to fuel growth. Similarly, both Jordan of Voltsco and the Gavin Sisters emphasized the importance of staying connected with customers, using innovative engagement methods like affiliate programs and relatable, authentic branding to foster loyalty and build trust. For Guy at Greasy Kulture, staying true to his niche has been critical, even as print media has become increasingly difficult to sustain. What all these founders have in common is an unwavering focus on their long-term goals, combined with an ability to pivot and refine their strategies when needed. The lessons from Jordan, Aidan, Sharon, Lauretta, Abigail, and Guy remind us that persistence and passion are crucial elements in turning entrepreneurial dreams into reality.
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