BWOTW: Before we knew it we were business owners, diving into something completely new! - Amy’s story of becoming an accidental (and successful!) business owner!
This week’s Bizwoman of the Week is eco store owner Amy Williams.
Amy shared some of her journey and goals as a woman in business in our community this month, telling us how spaces like She Owns It has supported her personal and professional growth
Introducing Amy
I run Earth Mama NZ alongside my mum Lorraine. We’re an online eco store based in Rotorua.
I live on a farm with my husband and our two young children, and when the time came to think about going back to work, it wasn’t a simple decision living rurally. Driving long distances to town, juggling preschool drop-offs, work hours, and home life just didn’t feel like it would work for our family.
Then in 2023 Earth Mama NZ came up for sale. I mentioned it to Mum and we both thought… this feels a bit like us.
Before we knew it we were business owners, diving into something completely new.
One of the big motivations for me was creating something that allowed me to work from home and around family life. The reality has definitely been long hours and plenty of learning along the way, but it has also been incredibly rewarding.
Having grown up rurally, I’m no stranger to living sustainably and making the most of what you have. I also know how frustrating it can be to order one small thing from multiple stores and pay shipping again and again.
What we’re building with Earth Mama NZ is a place where families, especially rural ones like ours, can find everyday eco essentials all in one place.
Five things about me as a woman in biz you should know:
Here are a few little things about me behind the business.
𝟭. 𝗥𝘂𝗿𝗮𝗹 𝗴𝗶𝗿𝗹 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗮𝗻𝗱 𝘁𝗵𝗿𝗼𝘂𝗴𝗵
I’ve lived rurally my whole life, so online shopping is basically in my DNA. I’m always the person making the most of free shipping.
𝟮. 𝗜 𝗹𝗶𝘃𝗲 𝗮 𝘁𝗿𝗮𝗻𝘀𝗶𝗲𝗻𝘁 𝗹𝗶𝗳𝗲𝘀𝘁𝘆𝗹𝗲
We’ve lived in 8 houses in 9 years. Running an online business means I don’t have to change jobs every time we move, I can take my work with me.
𝟯. 𝗙𝗼𝗿𝗺𝗲𝗿 𝗮𝗿𝗰𝗵𝗶𝘁𝗲𝗰𝘁𝘂𝗿𝗮𝗹 𝘁𝗲𝗰𝗵𝗻𝗶𝗰𝗶𝗮𝗻
Before children, I worked as an architectural technician. I’ve always loved design, and I still get to use that creative side through our website and marketing.
𝟰. 𝗡𝗶𝗴𝗵𝘁 𝗼𝘄𝗹 𝘁𝗵𝗶𝗻𝗸𝗲𝗿
My brain seems to do its best thinking at night. Poor Mum often wakes up to a string of late night messages with new ideas! Between an overactive brain and young kids, I probably should learn to nap… but it’s not my thing.
𝟱. 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀
I’m also a Playcentre mum, which means lots of messy play, learning alongside my tamariki, and being part of a really special community.
Three wins I am proud of:
Running a business definitely has its challenges, but there are also moments that remind you why you started in the first place. Here are three wins I’m really proud of since taking over Earth Mama NZ:
𝟭. 𝗧𝗵𝗲 𝗽𝗮𝘀𝘀𝗶𝗼𝗻 𝗶𝘀 𝘀𝘁𝗶𝗹𝗹 𝘁𝗵𝗲𝗿𝗲
I’m just as passionate about the business today as I was when we took it over in Jan 2024. There have been plenty of long days and late nights, but the excitement for what we’re building hasn’t faded.
𝟮. 𝗦𝘁𝗮𝘆𝗶𝗻𝗴 𝘁𝗿𝘂𝗲 𝘁𝗼 𝗼𝘂𝗿 𝘃𝗮𝗹𝘂𝗲𝘀
Every product we bring into our store is something we would happily use in our own home. We choose products carefully for their sustainability, durability, and where possible biodegradable materials. We also love supporting other small businesses that share a similar ethos. Eco-friendly doesn’t always mean 100% plastic free, it’s about the overall environmental impact and choosing products that last, helping create a more circular way of living where we reduce, reuse, and repurpose.
𝟯. 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗺𝘆 𝗺𝘂𝗺
One of my biggest wins is that I still have an amazing relationship with Mum. Running a business together has actually strengthened it. We still laugh a lot, and it’s been really special spending more time together, something my kids love too.
Looking back, these wins remind me that building a business isn’t just about sales or growth. It’s also about the people you build it with and the values that guide what you do every day.
3 tough lessons I have learnt:
Running a business is incredibly rewarding, but it definitely comes with its fair share of challenges too.
𝟭. 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗵𝗼𝘂𝗿𝘀 𝗱𝗼𝗻’𝘁 𝗲𝘅𝗶𝘀𝘁 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂’𝗿𝗲 𝘀𝗲𝗹𝗳-𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗱
Running your own business with a young family isn’t a simple 9–5. It can feel more like 24/7. Finding extra time in the day isn’t always easy, and some of my best work happens after 8pm when the house is finally quiet.
𝟮. 𝗬𝗼𝘂 𝘀𝘂𝗱𝗱𝗲𝗻𝗹𝘆 𝗵𝗮𝘃𝗲 𝘁𝗼 𝘄𝗲𝗮𝗿 𝗮𝗹𝗹 𝘁𝗵𝗲 𝗵𝗮𝘁𝘀
Taking over an existing business cold turkey, without mentoring support, was a lot. Overnight I had to become the Shopify expert, photographer, marketer, social media manager, buyer, and storyteller behind our “why”. All while juggling Mum working her teaching job and raising my young family.
𝟯. 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝘁𝗼 𝘀𝗹𝗼𝘄 𝗱𝗼𝘄𝗻
Rome wasn’t built in a day, and my perfectionist nature has had to learn that the hard way. I’ve had to be okay with celebrating what we’ve already achieved while working towards where we want to be one step at a time. It’s okay not to know everything. We’ve found great support through business mentoring and local groups, and we’re playing the long game.
Every challenge has also been a learning opportunity, and while the journey hasn’t always been easy, it has definitely been worth it.
Let me share about how I can support you:
The experience I’ve gained by both working with children and now their families has given me the sunshine and rainbows box of tools and strategies that enable me to teach you how to teach your child how to eat well. Even children who have extreme food fears can benefit from our programs.
Your success is our success so we work very hard to find the things that will move the needle for YOU.
How can people connect with you and your business?
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