Helping women build aligned, profitable businesses without burnout.

From Scientist to 7-Figure Entrepreneur → Now Your Business Advisor for Women Who Want Aligned Growth

Hello!

I’m Joanne!

I’m a wife, a mum of three, an ex-fertility scientist turned 7-figure e-commerce founder, and now a business advisor and mentor for women entrepreneurs who are ready to grow profitable, aligned businesses without burnout.

Nothing beats being able to do what I love most: showing up for every sports day, every school event, every everyday moment with my kids — while also running thriving businesses that give me freedom, fulfillment, and purpose.

And I know that’s what you want too.

“Nothing beats being able to do what I love most — showing up for my three kids while building businesses that give me freedom, fulfillment, and purpose.””

A designer at heart & an entrepreneur I didn’t know I was…..

Even as a child, I was captivated by beautiful design. I collected book covers, stationery, and coasters — anything that sparked joy. I had no idea that this love for aesthetics would one day become the foundation of my entrepreneurial journey.

My first career was in fertility science — born from a deep desire to help others build their families. But when the COVID-19 pandemic hit in 2019, life shifted. My passion for research was taken away, and I felt like I had lost my identity.

That unexpected turn led me to entrepreneurship. And it wasn’t just about starting a business — it was about designing a life aligned with my values, where I could be present as a mum and still honour my creativity.

This desire birthed The Curated Parcel, an e-commerce brand offering educational toys that nurture. It was never just about selling products. It was about sparking joy, supporting learning, and empowering families to create meaningful moments through play.

With no agency, no team, and no budget — just Google, grit, and nap times — I scaled that little store into a 7-figure business as a solopreneur.

Along the way, I learned the struggles most entrepreneurs face:

Websites that don’t convert
Emails that never get opened
Posting daily without making sales
The doubts, fears, and “am I even cut out for this?” moments

I’ve been in your shoes. But I also know the exhilarating feeling of breaking through those barriers, building a business that actually works, and creating a life that feels full of joy and freedom.

From Kitchen Table Idea → 7-Figure Business

My Mission:

I believe business can be profitable and soulful. That women deserve to run businesses that fuel their lives — not drain them. And that simplicity scales.

Why I Do What I Do Now…

In 2023, I took the same passion I poured into building The Curated Parcel and began mentoring other women. Because I believe in female entrepreneurship. I believe every woman has the potential to design a business and life that reflect her passions and values.

✨ My mission is to help you stop overcomplicating business, skip the trial-and-error, and start building with clarity and confidence.

Because it’s not just about revenue (though yes, we want consistent sales). It’s about creating a business that gives you the freedom to live the life you actually want.

How I Help Women Entrepreneurs…

As a business advisor for women, solopreneurs, and small e-commerce owners, I bring together:

Strategy

High-converting websites, sales funnels & systems

Marketing

Email marketing that nurtures & sells on autopilot.

Soul

Aligned businesses that give you freedom & joy.

What Our Customer Say About Us….

I highly recommend Jo for refreshing your shopify store experience and for her ideas on creating and optimising Klaviyo flows. Jo recently refreshed my website with a modern, user-friendly look and feel and created Klaviyo flows that have improved my customer acquisition and engagement. Jo's attention to detail and creative ideas made the entire process smooth and efficient. If you're looking for someone who has experience as a successful small business owner, who is skilled and great to work with, Jo is a perfect choice!

Alison - For The Love Of Mum
I couldn't be happier with the results that Joanne has achieved with my newly redesigned website. She went above and beyond, created a new logo and my branding to bring the whole vision to life. She also transformed my Klaviyo account into a powerful marketing tool. I am very happy and would definitely recommend her!

Rhianna - 4 Little Dreamers
Results speak for themselves. Joanne has been managing The Curated Parcel's email marketing and Meta Ads Management for years with an average return of 5.8 ROAS. No agencies that I've worked with in the past has managed to achieve this consistency. I can't recommend her highly enough.

J - The Curated Parcel