Amy is an award-winning entrepreneur, thought-leader and mentor, she has spent 20 years working across the media, publishing and advertising industries. Amy has extensive experience in raising investment for both startups and corporates and secured significant seed capital within the first year of launching Fem Foundry. She is passionate about sharing this expertise by championing female capital and amplifying female-owned businesses.

An expert in building, scaling and operating digital brands, Amy has worked across a number of industries creating disruptive growth strategies, driving revenue generation and establishing new networks. She has held senior positions at leading corporations such as Vice & The Daily Mail and startups promoting diversity, inclusion and parity at every stage.

Amy is the founder of Fem Foundry, a mobile application bridging the gap between the professional and the personal bringing together entrepreneurs, creatives, mentors, leaders, lawyers, musicians, engineers and women at the forefront of their professional fields. 

In this interview with Stellar Woman Magazine, she opens about her leadership style and what success means to her.

What is your backstory?

We are on a mission to connect and support women around the world. Supporting them in what they have a passion for as well as encouraging them to take the leap to do what they love across their chosen fields, be that for someone else or to build something they believe in for themselves.

To offer the truth on my journey and sacrifices, I wanted to share what it’s like being a woman in business today.

Here’s my story and what I’ve learned so far.

An entrepreneurial nature

When I was a child, I used to look up to my dad who was a successful self-made businessman. Remember the salesmen who would knock on your door and sell stuff? That was dad. My mum still has a picture of his first ‘warehouse’ which was their tiny garage where she used to hand stick labels on all of the products that he would go on to sell.

With this nurtured drive, I always knew I would go on to work for myself and build something I was truly passionate about. Throughout my career and for as long as I can remember, people would always say you need to work for yourself! The problem was, it wasn’t easy taking the leap of faith and I wasn’t even sure what it was I wanted to do!

Hitting rock bottom

The truth is, I didn’t choose to start my own business. I was pushed into it through a series of events that happened in my life. I hit rock bottom in pretty much every way possible.  My personal life had crashed out, I was disillusioned with my chosen career, and due to my emotional state of mind, I had left my well-paid advertising job which meant my finances were a mess. To top it all off, I had recently lost both my dad and wasn’t coping with life very well at all.

Taking a leap of faith

I used to be really embarrassed about asking for help – I wrongly believed that I was too strong to reach out. It seemed relentless and after one too many knocks, I thought “Enough!” I am going to pull myself out of this and what’s more, I am going to take control of my own happiness, security and future. So from there, I leapt into the unknown and started my own company, raising investment (something I knew nothing about) and into the world of female founders.

Here’s what I’ve learned…

• There’s a distinct lack of funding and resources when you are starting out and there are also chancers out there trying to capitalise and make money off the backs of fledgling companies, so learning quickly is paramount.
• Additionally, you need to find the right people who you feel comfortable enough with to ask those ‘stupid’ questions or get the needed support.
• There’s a lack of networks, role models and mentors in this space that cater to multiple categories and demographics.
• Unfortunately, despite the progress we have made, the space still remains noninclusive and outdated.

What was your childhood dream career? Are you doing that now?

 I wanted to be a vet. I love animals and I grew up in a small village in the countryside where I was always bringing injured animals home with me.  So no, I am not doing that now.

You are among the top 21 most influential female founders, what was your path like to get here?

I think it’s really important to make clear that my path wasn’t a straight or easy one. I had to make a lot of decisions that many people didn’t think were the ‘norm’. I remember being told to focus on one thing, pick one box and I remember thinking but I don’t want to fit into only one box. So, I didn’t. I set out to widen my skill set. To push myself outside of my comfort zone, to learn, ask lots of questions and be vulnerable which at times wasn’t fun but ultimately that was when I learned the most.

You are the CEO and founder of Fem Foundry, what inspired you to start this space?

“Throughout my career I have collaborated with thought leaders, brands, funds and charitable organisations under one unifying purpose: to bring women together on a global scale, to drive and sustain meaningful connections and positive change for generations to come. Fem Foundry is the embodiment of this mission.”

Alongside this, I hit rock bottom in every area of life due to a series of harsh life lessons which all hit in a short space of time. I remember thinking I never want any other women or in fact people to feel the way I did. What I needed at the time didn’t exist so when I had the chance to change this with Fem Foundry, I grabbed it with both hands.

The theme for this issue is leadership. What is your definition of leadership?

Leadership to me isn’t about hierarchy, it’s about maximising the efforts of others towards the achievement of a common goal. It’s about having a vision and inspiring others to help you turn that into a reality. It’s also allowing yourself to be vulnerable and ask for help when you need it.

How do you define success?

Success is typically defined as reaching a goal or accomplishing something you’ve set out to achieve. It provides a source of motivation for people to change their lives and values. To me success is about not giving up, learning to celebrate small goals and always doing the best you can.

Having a background in senior leadership, what is your leadership style and why do you choose to use that style? 

I’d say I am an accidental leader as I never really wanted to lead. I think I have got a lot more relaxed with my leadership style. I think you have to lead by example. Don’t ever ask anyone to do something you aren’t prepared to do yourself. I also think empathy is key, we are all human at the end of the day.

Does the leadership style matter in management? 

I personally don’t think so.

How do you foster a positive work environment for your team?

 I try to always find the positive side to things. I also encourage them to be themselves and not be afraid to show their human ‘non work’ side. I also always encourage them to speak their mind and let me know if they are worried or struggling for any reason.

What in your opinion, hinders women from becoming great leaders? 

 Nothing.

You are so passionate about helping other women grow and unite, what does this mean to you?

 Everything. Women are often pitted against each other and this shouldn’t be the way. Ultimately when women unite incredible things can happen (which is perhaps why they’ve been pitted against each other for so long) I’ve seen women do terrible things to one another. It’s not the way forward.

What future do you envision for women?

My hope for the future of women is that we recognize that without intersectionality, none of us are truly free. We must support, elevate and protect those of us who are the most vulnerable. My hope is that women no matter their age, race, sexuality, class or creed should be listened to, believed, and given positions of power in leading sectors all over the world.

Have you ever failed at anything, if yes, how did you manage to get back up?

Yes, many things. Failure cultivates resilience and growth and learning. I have learnt the most from my failures and I am a better person for them. Failure is tough. But I’ve learned way more from my failures than anything else.

You are so good at what you do, where do you draw your inspiration from?

I’m just trying to do my best, to create change. Real, long lasting actual change. I take inspiration from the great people around me including my incredible team. I am also fortunate to meet many inspirational women on a weekly basis who inspire me to keep going and keep pushing.

What are some of the key lessons you have learned on your leadership journey?

Don’t take advice from people who haven’t been where you’ve been or aren’t prepared to take any risks. 21.

Your hands are full, how do you manage to create work- life balance?

I am still not sure I manage this in truth. I have always loved working. I am trying to have a better work/life balance but It’s something I have to be mindful of and try hard at. I find exercise really helps my mind switch off and relaxes me. I also love being outdoors come rain or shine.

If you were to meet your fifteen-year-old self, what key message would you have for her?

 Believe in yourself and have the confidence to be yourself.

Please leave a message for the Stellar Woman magazine readers to guide them into becoming Great Leaders in their lives and careers?

Success does not come easily; you need to have the will to succeed. Get out and work hard towards your success. Don’t follow the path that everyone else has taken. Go out there and be yourself. Do what you love most. Be the light in the dark to others to bring hope and encouragement in the direst of circumstances. You never know what others are going through and dealing with.

What is your life mantra?

Never give up.

What are your stellar woman attributes?

I think attributes that make each woman stellar are unique to each person. Resilience, kindness and humility are my top three.