07 Mar 2025
To mark International Women’s Day 2025, St Albans BID asked female business owners in the city centre to share their experiences and advice for aspiring entrepreneurs.
The event, on March 8, celebrates the social, economic, cultural, and political achievements of women and emphasises a call to action for accelerating equality.
Sharing the stories of our local businesswomen is a way of highlighting the challenges which they still face, but also celebrating their achievements.
Deryane Tadd, owner and founder of award-winning boutique The Dressing Room
“This year myself and my team will be celebrating 20 years of The Dressing Room. In one sense, It seems like yesterday that I started bringing my vision to life, in another it seems like a lifetime ago as so much has changed since the first day I opened on Holywell Hill back in May 2005.
“Having built a successful career and reputation in retail prior to starting out my own, I didn’t anticipate how difficult it would be to get banks to take a young woman seriously, so I had to learn the hard way when I was presented with unrealistic or unviable terms. Never one to give up, I had a strong business plan and a vision that I truly believed in, so I persevered and eventually after securing funding against my home opened the doors to The Dressing Room.
“Fast forward 20 years and The Dressing Room has been at the forefront of independent fashion retail, blending luxury with a friendly, personal shopping experience that has captured the hearts of style-conscious customers both locally, nationally and internationally.
“Success in business does not come easy and I have hit many challenges along the way, but resilience, hard work and trusting in my instincts have ensured I have weathered the storms and come out fighting stronger.
“As a woman, I believe adaptability is a superpower. Trends shift, challenges arise, but staying open to learning and evolving is what keeps me ahead.
“Most importantly, I believe in investing time and energy into my team, lifting others as I climb. I am proud to be an employer of 20 fantastic women that are building their careers with me and bring a wealth of energy and vision to my business.
“I truly believe that retail is a great career and I am an ambassador for young women building their careers in retail and e-commerce.
“Every day, as women we re-write the rules. This International Women’s Day, lets continue to build businesses and teams that inspire, empower and leave a lasting impact.”
Marina De Sclavis, owner of Chaos City Comics and Empire Records
“Starting a business is like planting a seed, nurtured with all your passion, soon you’ll reap the rewards of your courage, surround yourself with inspiration, missteps are a lessons that propel you forward on your journey.
“Always trust your instinct and embrace your uniqueness, in a world of ordinary, authenticity is your superpower.
“International Women’s Day is an amazing celebration to remind us of who we are! We are mothers, daughters, wives, nieces, sisters, friends….we are capable of doing everything. Respect, love and always believe in yourself… that’s my motto!”
Sally-Anne Shepherd, clinic director at Eve & Adam Beauty Clinic
“I opened my salon with a seven-week in tow. Not the easiest of starts juggling single parenting with a new business. It involves sacrifice, guilt and stress, but the benefits of flexibility and control of my own future outweighed that.
“Always take your days off with your family when planned. It is too easy to put your business first, especially when in its infancy. The right customers will understand and wait.
“In order to keep strong and resilient it’s important to be fit in body and mind. Factor time for yourself and a break away from work whether it’s for a lunchtime walk or run or 20 minutes of meditation and don’t sacrifice it – you’ll possibly be a nicer person to work with!
“Never think you can do it all. It’s easy to slip into the mindset you’ll be saving money to attempt everything, but buying in expertise in the areas you need is invaluable and will save money in the long run.
“Don’t put off what can be done today – something else always unexpectedly pops up tomorrow and the to do list never ends!
“Embrace competition and your peers – sharing knowledge is helpful and supportive.”
Founder of The Mores Village in London Road, Bolupe Adebiyi
“Thriving as a woman initially proved very challenging. I didn’t join ‘them’ because I couldn’t fight ‘them’. I found myself and created systems to attain the highest level of self to be me.
“In the last two decades, I have come to start embracing and enjoying the journey. The challenges have not changed. My perspective has. Especially through my point of view as a woman and all the domestic and professional representations of that sacred title. And I own every single one.
“I lean fully on these eight building blocks in achieving a full and balanced, thriving home and work life: faith, community, self care, family, self development (never stop learning), friendships, passion (career, business or hobby) and fun!”
Emma Bustamante, owner of Cositas on Holywell Hill
“I love to see other women following their dream and although the retail world can be tough at the moment, confidence in your ideas and abilities is what sets you apart. Seek out people who uplift you, stay adaptable, and remember that success isn’t just about big wins – it’s in every small step forward.
“Today, we celebrate the strength, creativity, and determination of women everywhere. To all the incredible women-led businesses in St Albans and beyond, keep going, keep growing, and know that your impact matters. Here’s to breaking barriers, supporting one another, and shaping a future where women in business continue to thrive.”
Founder and dressmaker at Ferrari+Monti, Annalisa Monit
“As a fashion designer, running a business means balancing creativity with the everyday challenges of working for yourself. Some days are easier than others and it can be lonely and overwhelming especially when creativity is the centre of your work. But the most rewarding moments come when a happy client returns – sharing photos, a story, or a new project because they loved the first one so much.
“For women in creative industries, perseverance is key. Trust your talent, never give up on your creativity and grow your business skills through networking and courses. Most importantly find joy in the process, turning ideas into reality and making a lasting impact, one project at the time.”
Anika Dhamecha, director at Purely Grounded Ltd, running Black Sheep Coffee in St Peter’s Street
“As a young female entrepreneur, opening Black Sheep Coffee in St Albans was a challenge. I embraced pushing myself beyond my comfort zone and along the way have learned that success isn’t about having all the answers from the start – it’s about determination, adaptability, and a willingness to learn.
“There will always be highs and lows, but the most rewarding part is building meaningful relationships with customers and creating a welcoming space where people connect.
“My advice to other women in business is simple: don’t wait until you feel ‘ready’—start now, learn as you go, and surround yourself with a strong support network. Believe in yourself, and never hesitate to ask for help or advice.
“To those considering the coffee industry or any small business,
remember that every day is a learning opportunity. Mistakes are inevitable, but growth comes from mistakes and more importantly – how you respond to them.
“Being a woman in business is about demonstrating that success and leadership is not defined by gender. We belong in every industry and our potential for success has no limits. To any woman thinking about starting a business – go for it!
“I’m always happy to share advice, encouragement, or insights with those looking to step into the business world. If you’re ever thinking about starting your own venture, let’s connect – come for a coffee and catch up. I’d be glad to offer guidance and support on your journey.’’
Esther Hathorn, owner and founder, Visage Dental & Medical
“As a woman in business, particularly in the healthcare industry, I’ve learned that success isn’t just about talent or opportunity – it’s built on resilience, vision, and an unwavering commitment to excellence. Leadership isn’t about conforming to a predefined mould; rather, it’s about embracing your individuality, carving out your own path, and redefining what leadership looks like on your own terms.
“For those just beginning their journey, remember that every great business, every successful career, and every groundbreaking achievement starts with a single step. Don’t wait for the ‘perfect’ moment – because perfection is an illusion.
“Take the leap, embrace the learning process, and allow yourself to grow along the way. Surround yourself with people who uplift, challenge, and inspire you, because the right network can make all the difference in your journey.
“Dentistry, like any healthcare profession, is a balance between expertise and empathy. Patients don’t just seek treatment; they seek connection, reassurance, and care. True success in this field comes from recognising the human element in everything you do and making patient well-being the heart of your practice.
“This International Women’s Day, I celebrate all the incredible women shaping the future of business. Your ambition, dedication, and courage are changing industries and inspiring the next generation.”
Caroline Hogarth, founder, a fold of chairs
“I started my business at 40 after spending years at home raising my four children. It was an overwhelming step. I loved the idea of building something for myself, but I struggled to find
examples of others who had done the same at that age. I worried I didn’t have enough experience, or that I wouldn’t be taken seriously. But I did it anyway.
“What I’ve learned is that experience doesn’t always come in a straight line. The years I spent managing a home, solving problems, and juggling responsibilities gave me skills that serve me every day in running a business. Patience, resilience, adaptability; these are life skills but also business skills.
“For women thinking of starting something new, whether it’s a career change, a side hustle, or a business, I would say that it’s never too late. The path may not be clear at first, but that doesn’t mean it’s not worth taking. Surround yourself with people who inspire you, trust your instincts, and don’t let fear be the thing that holds you back.
“On International Women’s Day, I want to remind every woman that your past experiences are not limitations, they are your strength. Whatever stage of life you’re in.”
Alexandra Sandu, chief executive officer, The Alternative Beauty & Fragrance
“Starting The Alternative Beauty has been one of the most challenging yet rewarding experiences of my life. As a female business owner, I’ve had to navigate setbacks, learn on the go, and push forward even when things felt uncertain.
“My biggest advice to other women in business is this: trust yourself. Your vision, your creativity, and your determination are your greatest strengths—don’t let doubt hold you back.
“In the beauty and wellness industry, authenticity is everything. People connect with real stories and passion, not just products. If you’re thinking of starting a business, focus on what excites you and stay true to your values. There will be obstacles, but if you believe in what you’re building, others will too.
“This International Women’s Day, I think about how much support and encouragement matter.
“Women in business still face real challenges, from funding gaps to societal expectations. The best way to create change is by lifting each other up—through mentorship, collaboration, and simply being in each other’s corner. When women succeed, we all win.”
Jane and Kerri Lewis, co-founders, The Skin to Love Clinic
“Building a business in the medical-aesthetic industry has been an incredible journey – one filled with challenges, learning, and immense pride. As a mother-and-daughter team, creating The Skin to Love Clinic in our hometown of St Albans has been especially meaningful.
“As women in business, we’ve seen firsthand how important it is to back yourself, trust your expertise, and create something with real integrity.
“To women starting out, especially in this field, our advice is simple: lead with quality, ethics, and passion. Clients today are more informed than ever; they value safety, results, and authenticity over gimmicks. If you stay true to those values, your business will thrive.
“Since opening 12 years ago, we’ve built a space that prioritises expert-led, client-centred care in a world where aesthetics can sometimes be driven by trends. But beyond that, we’ve also built a business that supports women— whether that’s our clients, our team, or fellow women in business. Success is about more than just numbers; it’s about building something with integrity and lifting others up as you grow.
“And what better day to celebrate that than International Women’s Day—it also happens to be Jane’s birthday! St Albans is full of inspiring women-led businesses, and we’re proud to be part of this community. Here’s to women in business, to ambition, and to the future we’re shaping together.”
Sarah Gillow, director, Galio Jewellers
“I’ve worked in both a large corporation and for myself, 40 years on I have seen things for women and mothers change a lot.
“When I lived my corporate life and had a family, the challenge of finding balance was difficult to achieve. Prior to the arrival of my family, I felt little or no gender inequality. The company culture didn’t allow for it to be a thing, I was lucky. As long as you could do long hours, extensive travel and network the sky was the limit.
“The inequality came when I had kids, the balance just wasn’t there. Senior management expected the same level of commitment, working from home was not an option and there was no flexibility or understanding of my changing priorities. ”Now remote and flexi-working are the solution. I loved the buzz of working, my solution then was to take a risk, to make my own rules and branch out into business with my husband.
“Before you start any enterprise you have to make sure you do the research. Planning and preparation are key, your knowledge will give you the power and confidence to succeed. It’s risky but you make your own timetable, you have to be disciplined and organised, but that’s true even if you work for someone else.
“Always have the courage of your convictions, if you believe it, you really can achieve it.
“Celebrate your successes – don’t hide your light.”
