Getting past the first three years of running a business and then reaching the five-year mark is good going, requiring financial viability, operational stability and strong understanding of one’s customer base/audience.  As time goes on, however, a business (or rather its management suite) needs to display even more resilience and aptitude for market adaptation, continuity and creativity. 

Recently, SHE Malta marked eight years of building, empowering, supporting, educating and sustaining a community for female entrepreneurs, freelancers and aspiring founders.  That is eight years of business continuity by a small company that started out hosting a few annual public events which grew in momentum, before  making a strategic pandemic-led pivot to launch a membership programme and online events.  

SHE Malta’s eighth anniversary presents the perfect opportunity to hear from the community on what SHE means to them and what it has done for them.  But first, let’s delve into the company’s back story and hear from SHE co-founder and director Sass Woods.

“The SHE Malta journey began in 2016 when I teamed up with Julia Perry as we had both already been pursuing our own projects highlighting women’s achievements and supporting small businesses.  We never thought that a casual chat between the two of us would evolve into such a beautiful community that has inspired so many other female communities to do the same! 

I have witnessed firsthand the transformative power of community in business that has not only helped countless women step into their power and build confidence but has also shaped me into the leader I am today. Starting as a co-founder and now serving as the sole owner and director since Julia’s 2020 relocation to the UK, I have found my voice through the unwavering purpose of our mission.  Each day, I am fueled by the incredible stories of our members; women who embark on new ventures, forge meaningful collaborations and pursue their dreams with renewed self-assurance.  I’m super proud that through this community, women have banded together to support one another’s endeavours, pass on knowledge and mentor other women who wish to carve out their own unique path.  It truly embodies the SHE motto of ‘collaboration over competition’.  

My biggest highlights from the last eight years would be:

> hosting Roberta Metsola, President of the European Parliament for an exclusive SHE online member event in 2021.

> featuring the likes of Helga Ellul (one of Malta’s top business leaders and founder of management consultancy firm Advise Ltd) in 2021 for an “Ask-the-Expert session” on negotiation

> building an on-going relationship with the Malta Chamber of SMEs, working closely with CEO Abigail Agius Mamo

> winning the JCI Entrepreneurial Accomplishment Award in 2018 for my work with SHE

> hearing the accomplishments of SHE members during a ‘sharing circle‘ at a Christmas event at Marilu’s in 2023.  The positive feedback about the community was nothing short of priceless.

> and an event that will always remain very close to my heart is the 2019 Luzzu event where Amy Camilleri Zahra, Claire Zammit Xuereb, Trudy Kerr and Gulja Holland allowed themselves to be so vulnerable on the panel.  Hearing how they overcame major life obstacles and hurdles put so much into perspective.

Some of my favourite pearls of wisdom from SHE event past speakers and collaborators are:

“If you don’t innovate, you get left behind.” – Bettina Falzon, Co-owner, Director & COO of Lovin Malta: IWD collaborative event with Malta Chamber of SMEs, Palazzo Parisio, March 2023.

“Just show love. If you show love, it will come back to you.  Find loyal people because without them you have nothing.” – Claire Abela, Director Franks: ‘Leading with Love’ event, Lucy World, April 2024.

“Not making a decision is making a decision…except you’re making it as a victim instead of making it as a winner.” – Catherine Hurley, Head of Global Accounts at AIS Interiors, Energy Specialist, NED on Confident Decision Making: Ask-the-Expert online session, February 2022.

“Finding balance and what feels right is a very personal choice for each woman and one that takes time to resolve.” – Elisa Krantz Co-founder  & CEO at Mindbeat.app on entrepreneurship, personal struggles and triumphs as a wife, mother and leader of a growing firm: Lily Agius Gallery event 2017.

“Channel competition to something positive; always surround yourself with people better than yourself and you will do better.” – Sarah Kennard, Public Relations Consultant, MPS Marketing Communications on staying focused and open to constant learning: Active Spirit event, 2018.

And so we come to some thoughts from the SHE community.

As a member of SHE, I have had the incredible opportunity to connect with numerous business owners who are brimming with innovative ideas. This experience has been transformative for me in several ways as it provided me with a platform where I can engage with like-minded women who are passionate about their different ventures. The diversity of perspectives and the wealth of knowledge shared within this community have expanded my horizons and inspired me to think creatively about my own business endeavours. Every event I attend leaves me feeling more empowered to face challenges. Through SHE, I have learned that no idea is too small and no dream is too big. I am grateful for the friendships and professional connections I have made, and I look forward to continuing this journey of growth and inspiration with SHE. – Giannella Barbieri, GB Legal 

I always look forward to SHE Malta sessions and make sure to be available because it’s a place where I can truly be myself, meet genuine people and find inspiration for my work’s next stages. There’s no pretence from anyone; it feels like a community of newfound friends.  SHE has helped me believe in my projects, work on them and share them with people who genuinely support them.  I always take away something valuable from each event and have grown to love the creative sessions because they helped me tap into my creativity which was probably buried before. The IWD event in particular, affirmed that creating innovative projects will keep our culture alive and encouraged me to keep working on them.  – Stephanie Bonello, Co-founder, Crispy Studio

I think my biggest take away from SHE was one session where succession planning was touched upon. The insights shared were incredibly valuable and have significantly impacted my understanding of this critical topic. The expertise and practical advice provided will undoubtedly help many SHE community members to plan for the future of our businesses more effectively. Thank you SHE  for organising such an enlightening and empowering event.  Rebecca Bonnici, CEO, BELS Malta 

After one year of being a SHE Malta member, I can strongly state that the decision to join SHE was one of the best!  I found a community of amazing women who never stop learning or evolving and who genuinely support each other.  In SHE, I found the beauty of sincere human interaction, inspiration and motivation.  Thank you Sass for creating and curating SHE and thank you to all the extraordinary women who are part of it!  Happy anniversary and many, many years to come! – Deea Buzdugan, Photographer 

Since the beginning of my journey as an entrepreneur in Malta with Sip and Paint, this group of empowered women has been a cornerstone of my experience.  Every month, I look forward to our meetings where I’ve found support and a sense of family.  As an expat, finding a community can be challenging but here I’ve discovered a welcoming hive.  Thank you.  I eagerly anticipate many more wonderful moments together. – Victoria Chan, Founder, Sip and Paint

When I think of community building, I think of SHE.  It is more than a professional network.  It is a space in which you can be fully seen and heard; a space where you can grow, collaborate and contribute.  The SHE community becomes a family and even though I am often far away physically, there is a constant connection with other members.  Everyone is always ready to support you professionally and personally from recommendations and brainstorming solutions to emotional and mental support.  I love the culture within the group, the value of togetherness and collaboration and the variety of meeting types. I highly recommend SHE for both new and seasoned female entrepreneurs. Best wishes and Happy Anniversary! – Hannah Cremona, Business and Marketing Strategist

I joined SHE Malta six months ago and was immediately struck by the friendliness and sense of belonging.  There is a genuine intention to collaborate and support which is not easy to come across in the business world.  As a solo entrepreneur, this network of formidable women helps me feel a bit less ‘solo’ in the journey. – Elaine Dutton, Business and HR Consultant, Founder, The Change Agent 

SHE Malta is such a pivotal part of my entrepreneurial journey!  Before I discovered SHE, I felt utterly lost as an entrepreneur.  I was just finding my way, hesitant even to write down the name of my business or explain what I did.  SHE transformed that uncertainty into confidence, allowing me to proudly declare “I’m the owner of Little Isle Studio”.  It gave me a place to call home when I felt adrift and alone on this new path and provided a network of incredible people and invaluable friendships that have blossomed over the years.  It took the loneliness out of entrepreneurship and gave me the colleagues I had dearly missed. I am incredibly proud to be part of this remarkable network of special women. SHE has spurred my personal and professional growth and I’ve learned so much through all that SHE offers.  The collective strength, resilience and support of this community continually inspire me to push forward in my entrepreneurial journey.  Well done sass on creating such an amazing community! – Rebekah Kamsky, Digital Strategy and Ecommerce, Little Isle Studio

I have been a member of the SHE community for over two years and I can say confidently that the sessions and topics are always well-planned, well delivered, interesting and in line with the continuous community feedback. There hasn’t been a single session from which I didn’t take away something and there is always some special insight.  What amazes me every time within this community is that you realise that people at all stages of their life/business journey have common fears, doubts and struggles – even those who have succeeded!  That truly is a proof that we are all human and highlights the need for genuine connection and support – priceless.  Sarah always manages to make each space feel safe and supportive whether it’s online or in person. Well done to her as the brains along the way – and also to us members for always interacting and pushing each other in the right way! – Kenzie Sammut, Owner, Health Coach & Fitness Trainer at Body Dynamics 

As for yours truly, like I said last summer on my first anniversary of writing the SHE blog, SHE Malta has a special place in my heart.  It has brought me camaraderie and unexpected friendship with humble,  approachable women in business.  It has exposed me to inspiring commercial stories that I wouldn’t have known about without SHE.  It provides eye-opening exposure to the drive, determination and guts of the female entrepreneurs whom I meet through the events.  The SHE motto of ‘collaboration over competition’ is not a fashionable mantra that is trotted out mechanically; Sass has accomplished the real deal…  I ‘feel the motto’ simply walking through the door to a member event or conducting interviews for the blog articles with fiercely intelligent yet genuine and warm businesswomen.  It’s an honour to be part of the story through my blog contributions.  – Prabs (Prabjit) Chohan-Patel, Writer & Editor, WriteContent

The conclusion belongs to the brains behind SHE Malta: 

“SHE has always been about putting purpose first…and it has been an interesting journey of self-discovery to say the least. Our community is a testament to the strength that comes from unity and mutual support and it continues to inspire me as we grow together.  I look forward to what the future holds for SHE and thank all the wonderful ladies that have shared the SHE space until now.” – Sass Woods, Co-Founder & Director, SHE Malta.

Following our first SHE OG’s article featuring four amazing women, our second piece brings you the profiles on four more kickass female entrepreneurs. Interviewing them has been a genuinely awe-inspiring and educational experience. What has also been striking is their absence of ego and total presence of humility. No further words. Their stories are enough.

Yasmin de Giorgio – CEO Shireburn & Founder Sanya. 

Whether helping people through software  solutions or helping employees grow professionally or helping Sanya clients improve their mental health, I think I’ll always have the same calling.

A high octane UK university experience, disconnection, self discovery, spirituality, veganism, travels,  launching two businesses and becoming a tech CEO (and EY 2023 Rising Star)… Yasmin de Giorgio has already packed about four lives into one. And she’s not done yet…

Can you describe your background?

After moving to the UK to study Economics and Management, I stayed for a Masters in International Development which both fascinated and demoralised me. Learning the destructive impact of world banks and big business on entire countries, I entered a disillusioned ‘radical’ stage of life.  I got dreadlocks(!), embarked on world travels, discovered impactful books like Minding your business by the founder of Aveda and started exploring spirituality. Later on, I bought a trailer and shipped it to Malta to open my first business in 2013, the green cafe Grassyhopper (mainly so I could eat somewhere after becoming vegan)! Readjusting to Malta was hard as I felt disconnected from the non like minded people around me. 

I opened Sanya in 2016 as a safe mentally and physically nourishing sanctuary that was in line with my own ethics and sold Grassyhopper in 2018. They were super challenging years. I’d become an entrepreneur without the commercial skillset for the catering industry and suffered immense financial stress my first few years in the wellness business.

Then my father retired from Shireburn, a 40 year old software company specialising in payroll, attendance, time tracking solutions. The search for a new CEO started… 

So, what’s the story behind joining Shireburn while still running Sanya?

Shireburn was born before me so it’s always been in my life. Finding a new CEO was challenging and even included my dad returning for a while. But seeing the toll it took on him, I offered to find a suitable replacement…which coincided with a family friend suggesting me for the role! Although the family business was close to my heart, I wasn’t going to give up Sanya to take over the Shireburn reins. My dad also hesitated as he wanted to do things the ‘right way’ and not be associated with nepotism. After some back and forth, in the end we found a way as it was important to me to protect my father’s legacy. I also realised it presented me with a huge learning opportunity as it’s so different to Sanya (and maybe a useful resource for helping roll out other business visions). 

My first step was to enlist the help of HR and run a company-wide study and focus groups. I analysed the survey results, listened to what employees said and fixed whatever issues clearly emerged. It was an eight month process of significant restructuring and reassignment of responsibilities, including encouraging people to step up from their usual roles.

What do you particularly enjoy about running two very different companies? 

With Sanya, it’s very human and organic: simply the impact we have on people’s wellbeing. It’s beautiful and meaningful. Meanwhile at Shireburn, I get really excited by the dynamism of our software solutions and what it can do for our clients. Also, constantly having to adapt and modify. Learning what works and understanding  product design and logic. As we build Cloud-based solutions, our software is a living organism, not a static entity.  

And what do you find challenging?

Actually I find the so-called challenges enjoyable. But it’s definitely interesting dealing with 30 different software developers all of whom have to agree on how to build, design, test, implement our  Indigo product for example. And of course just the sheer responsibility of running a company like Shireburn and all that goes with it, including the privacy, security, biometric data and financial aspect of handling 110,000 payrolls per month. Ultimately, the buck stops with me. It’s immense and I’m only human. But…you have to find healthy, self-kind ways to cope. 

As for Sanya, the initial years of commercial hardship and the search for a solid team in whom I had faith were tricky. But the business has now reached maturity and I have a great team in place.

How are you balancing the two worlds of Sanya and Shireburn?

I split the week equally between each company. Thanks to Shireburn’s longstanding great COO, I don’t have that many fires to put out and am mainly needed more for the big picture stuff rather than day to day micromanaging. And then I have an assistant who was my non-negotiable part of my agreement to join Shireburn! 

What strategies or lessons have you learned from your past endeavours and implemented today?

Plenty. To maintain an open door policy while also recognising the need to balance a sharp businesslike approach (not shying away from tough decisions) with my compassionate side.
To stick to my own management style and not to try to replicate my father’s – including using interpersonal skills acquired via my own self development, to guide and advise people.
To respect the existing gentle culture while also empowering people to step out of their comfort zone and take on more responsibility or develop other skills.
Stress management techniques that enable me to look after myself and my employees. Recognising human limits, not always working at an intense pace or letting success affect ego.
To make peace with the worst case scenario (i.e. what would I do if I went bankrupt?)
To stay in my ‘lane’(!). I don’t get involved in product design as we have amazing people who know what they’re doing. But I bring other things to the table.

Conversely, what would not repeat from your past professional experiences? 

Never ever will I put myself under the financial pressure that I did with Sanya. The hardest learning was the financial burnout where I lost so much the first three years that I had no idea how I would keep Sanya going. So any project I undertake must be properly structured from the start.

Would you say you’ve found your passion/calling in life?

Is Shireburn that? I think my calling is beyond business. It’s to help people. If Sanya closed tomorrow, I’d still have the same calling. Whether that’s helping people through offering the right software  solutions or helping employees grow professionally or helping Sanya clients improve their mental health. 

Emma Hogg – Founder of the self-development agency, A Life I Choose.

‘I grew my business and then edited it!’

Some people know early on what they want from life. Emma always knew she wanted to have a positive impact on people’s lives and be a therapist; so she became one. With a strong interest in coaching and the flexibility of self employment, she then became a coach and opened her own practice. Knowing motherhood was also in her plans, she became a parent later on. While both our SHE OG’s features mainly cover people who changed career direction to launch new ventures, our profile on Emma is a bit different. We look at the evolution of her business, how she redefined and course corrected and then addressed the challenge of combining entrepreneurship with motherhood.

In a nutshell, can you describe your background?

All my life, I’ve been fascinated by the human condition, seeking to understand those who thrive versus those who crumble in the face of pressure – what motivates and ignites us versus what hurts us and tears us down. As a child, I wanted to make people feel better but knew ultimately people can only do this for themselves. Growing older, I set about equipping myself with the best tools possible to thrive – studying psychology, psychotherapy and coaching – certain I could use my learnings to benefit others too.  

Tell us about the beginnings of A Life I Choose

In my 20’s I started building A Life I Choose with this very mission to help others thrive. Starting off with a blog and YouTube channel, I then moulded it into a dedicated self-development agency in 2016. Through my ‘Lifestyle Strategy’ Sessions and ‘Kick-Ass Career’ course, I help clients (including CEO’s, small business owners and university graduates starting out) to overcome their challenges to build meaningful, joyful and expansive lives. 

What elements have been involved in your business evolution?

I embraced hustle culture and worked around the clock to build my practice and it really took off.  By Summer 2020, numerous people were coming to me as they were unhappy at work and seeking solutions to achieve more fulfilment, flexibility, freedom, pride and financial independence. I had a three month waitlist and was working non stop. I had to come up with a way to relieve some of the physical and mental load but of course continue to serve my clients effectively. So I developed a video course and workbook ‘version’ of my one on one  private sessions. 

Then after trying for a while to start a family, my son arrived in 2021 and my previous work rate was no longer practical or sustainable. Once again I had to adapt and adjust.  I needed to do right by him and be a present and connected mother but also couldn’t let the demands and obligations of parenthood negatively impact what I’d spent years building.  So to help me maintain a consistent quality service, I recruited and trained a team to whom I could delegate.  However, in time it was clear it just didn’t work from a commercial perspective. Yet again, I had to restrategise…resulting in the removal of certain parts of the service and letting the team go and returning to solo practice.

Can you name three things you find particularly rewarding about what you do?  

The deep two-way trust my clients and I share together. 

Being able to guide and witness people tangibly improving their lives (and the heartwarming way  they then become my spokespeople!).

The satisfaction of observing a particularly resistant client actually implement my advice and experience a breakthrough.

How do you make motherhood and entrepreneurship work?

The priority is to spend time with my son every day, no matter whether that’s the morning or afternoon and no matter the length of time. Thanks to a support system that also includes the help of a nanny, I’ve worked out a flexible schedule that makes it possible for me to be both a dedicated business owner and mum. My husband also makes it a point to have two afternoons with our son which helps me plan out my work.

And what do you find the most challenging?

I realised I always feel like I need to handle every task and come up with every solution. It’s been a lifelong recurring theme. When it comes to balancing business and motherhood, I’ve had to work on releasing resentment as it’s harmful and of no benefit to my marriage. I now know I don’t have to think of everything as I have supportive people around me.  It’s about reframing expectations and/or approach (eg. by simply being clear and asking my husband to help with something).

Have you channelled any of your experience as an entrepreneur into parenthood?

For sure. To have faith in myself and trust my intuition.

To be aware of hypothetical fear versus real concern (not easy when your child is ill for instance).

To stay with reality and not let worry and panic get the better of me.

To not work relentlessly to the point of being unable to shut the laptop at night. (I didn’t know myself without work and felt there was ‘nothing else to go to’.) 

Conversely, do you think parenthood has been a big revealer?

Definitely. I was terrified having a child would force me to give up parts of myself but in fact, it’s the opposite! I get out more, do things I’d never have done and realise my son has not limited but enriched my life. To calm down on goals and not be in such a hurry to create and build. 

To open up and choose to receive  the abundance that’s all around me instead of feeling I’m solely responsible for creating my abundance. 

Would you say you’ve found your passion/calling in life?

Absolutely. Both with A Life I Choose and with my son.

Tamara Fenech, Founder and Sustainable Business Strategist, Cosie Studio

Many business owners think they must sacrifice their environmental responsibility to meet their financial goals…but operating sustainably can actually create economic opportunities.

Coming from a long lineage of lawyers, Tamara found people just switched off at her mention of fashion design studies.  However, supportive parents and her own determination led her to graduate from Leeds College of Art – discovering a passion for sustainability and embarking on a career/life path that would include Bali, India and Germany. From an initial interest in fashion design, to becoming an accidental poster girl for sustainable fashion in Malta, to launching her own consultancy – unconnected to fashion…Tammy’s story is intriguing.

Tell us about your background and previous ventures.

After my initial UK sustainable fashion exposure, it was my post-university 2013 travels to Asia that instigated my real ‘immersion’ in the subject, opening my eyes to the business, design and supply chain aspects of the garment industry. So I moved to Berlin in 2016 to pursue a Masters in sustainable fashion – also attending conferences that taught me sustainability can be applied to  industries beyond fashion. That’s when I got interested in building business models to help  brands operate sustainably. 

While still living in Germany, I spearheaded the launch of NGO Fashion Revolution Malta. I was becoming aware of the ‘sustainability gap’ here and one of my visits happened to coincide with Fashion Revolution week – an annual global initiative resulting from the fashion industry’s shakeup after the catastrophic 2013 collapse of an Indian garment factory. As Malta had no Fashion Revolution coordinator, I assumed this role in 2018 organising a screening of True Cost (a documentary revealing harsh truths about the fashion industry) on the anniversary of the tragedy – and that’s how the NGO was born. Our small team of volunteers ran physical and online campaigns from 2018 but these are  currently on a hiatus as many of us are busy with other projects including myself with Cosie Studio.

Talking of which: tell us about your sustainability agency Cosie Studio.

Through Cosie (Co-creative Sustainable Ideas and Endeavours) Studio, I support entrepreneurs to build sustainable brands or help them with implementing sustainability into their existing brands, and mentoring them throughout the process.

What led you to launch Cosie?

Well, self employment was a product of circumstance rather than an active choice! Finding a permanent role in Berlin was impossible as employers prioritised German language, experience and seniority in the industry. However, the universe led me into freelancing as many Malta-based firms started approaching me due to my NGO work. I found myself advising and guiding businesses on integrating sustainability and was able to work remotely, splitting my time between Germany and Malta. Launching an ‘official’ business last summer required me finally moving back to Malta soon after.  

What do you particularly enjoy/find rewarding about your current role/venture?

Knowing that I’ve carved out a safe space for a brand where they feel supported in their sustainable efforts makes me feel I’ve done my job. It’s super satisfying seeing the end result where our solutions and plans are actioned.

And what do you find challenging?

Working alone is tough, especially on projects with complex needs where it would help to have a soundboard/colleague to brainstorm with and stop me from analysis paralysis! 

The potential for my passion to burn me out before I see significant results…I’m still learning how to use my passion as a superpower that mobilises instead of one that paralyses me. 

Getting clients to remain committed to the strategies we set out together. In fact, I’m implementing some new processes to handle this such as accountability calls after a certain period of time, to support them in making the strategies work with their ever changing realities.

What are the positive experiences or lessons you have acquired so far?

I’ve learned we can often weave our past experiences (even if they seem irrelevant) into what we do today.  When I embraced yoga and spirituality in India, I wanted no involvement in business. And yet…I now integrate my practice into the advice and support I give my clients, eg. using meditation for one to one entrepreneur workshops, creating personalised dashboards with mindfulness  resources and even using my yoga learnings to ‘coach’ clients on self sustainability. 

I’ve also realised a client can’t build and lead a sustainable business without working on sustainability in their own life first. 

Equally, I believe sustainability – in business or life – involves a happy middle ground. You may think you don’t operate sustainably as you only achieve it in some areas – but it’s actually a constant process of learning and trying to be adaptive and agile, not about striving for perfection. 

Conversely, do you have any won’ts and don’ts from your experience?

I won’t change the vision I have for Cosie to fit the needs of the current market, which is sometimes what we tend to do in order to achieve quicker results. It’s important that my clients are aligned with my principles and understand that sustainability is a commitment, one that usually comes from the heart.

Would you say you’ve found your passion/calling in life?

A few years ago, I would have said yes, my life’s purpose is to create sustainable brands. Ironically, after all the years of study and work, I’m not so sure now! I’m still evolving, tuning in to what energises and ‘feeds’ me. I know my career will still be entwined with sustainability ten years from now but I think it will involve more of the mindfulness aspect and personal connection than the current commercial angle.

Elleria Janås – Ellie & Carl Body Confidence Coaching

I’ve done many things in my life, even experiencing burnout, but nothing was a waste of time because everything brought me something.

Listening to Ellie talk about her passion is like being treated to a fascinating walking talking encyclopaedia of well articulated knowledge and gems of wisdom. From hospitals to amusement parks to skincare brand owner to body confidence coach – with a ‘motherhood sabbatical’ along the way – Ellie probably has enough material for a memoir. But let’s start with this interview.

What do you do as a body confidence coach?

I gently guide clients on tackling emotional eating, getting out of their yo-yo diet trap and finding food freedom. Binge eating/drinking/people pleasing are all mechanisms we develop over the years to cope with past trauma. But we can’t let the subconscious mind keep turning up and running our life. I figure out why people overeat or constantly diet and help them remove the behavioural layers that they’ve subconsciously adopted to protect themselves from their own negative thinking. 

Traditional dieting triggers a stress response which isn’t sustainable long term for a healthy body. So I use various strategies including EFT (emotional freedom technique) tapping to help people release whatever is not serving their bodies and brain. This is not a calories in – calories out weight loss programme. This is about dealing with the root cause of people’s issues with food. (But weight loss is an automatic benefit of this.)

What’s your background?

I was a psychiatric ward nurse in Sweden, completed a Masters in business and administration and worked as an accounting assistant in hospital administration. I later switched sectors becoming an amusement park manager for ten years before moving to Cyprus and then Malta. I launched Ellie & Carl Skin Botanicals from Malta. Learning about social media, marketing and being my own boss was a huge but wonderful readjustment after years of motherhood and feeling disconnected from my previous career-driven self. 

Why move from skincare to body confidence coaching?

When Covid hit, most of my stockists closed and I had problems sending products abroad which lost me customers and made it difficult to continue my skincare business. However, I was already feeling stuck with Ellie & Carl before the pandemic and knew something else was calling me – something beyond skincare and more about inner voice and self love – after noticing how many of my customers could only see flaws instead of their beauty. I went back to studying and came across a small mention of EFT and ended up taking an entire course on it.

What do you particularly enjoy about body confidence coaching?

Seeing a visible shift through the use of EFT: tapping calms a person down: their shoulders lower, their breath becomes deeper rather than short and shallow, they start talking from their stomach (the power centre) rather than the top of their voice. Ultimately, they regain control again. 

Journeying back in time with a client to identify that emotion, memory or event that controls them and freeing them from the negative hold a particular food has over them. And hearing comments like “I didn’t even know I had this issue” or “I haven’t touched one slice of bread!” touches my heart. 

And what do you find challenging about it?

Wearing the many hats required to run a business: having to be a marketer, CEO etc responsible for advertising, communication and also servicing clients.

The remoteness of it; I mainly do online sessions with clients abroad so I belong to a few accountability groups that keep me on track and connected to others.

Are there any positive lessons that you have ?

Yes I feel we often forget our experiences and skills but they’re all inside us waiting to be used. Whatever we do, it’s never for nothing. My amusement park role required creativity, following a budget and processes and devising numerous strategies.

I’ve also learned how to pick the right tool as every job (client) requires something different. Similarly, I can’t help people if I don’t practise my own ‘emotional hygiene’. Working on ourselves from the inside out is key.

Has your previous professional experience taught you what to avoid/not repeat?

Not taking the pain home with me. My nursing years exposed me to some of humanity’s darkest spaces and I didn’t have any tools to handle the traumatic experience. I relied on sleeping pills, alcohol and cigarettes to get me through the acute stress of simply existing in ‘survival mode’. 

Ironically, I treated myself the worst when I worked in healthcare! As a body confidence coach, despite my scars and imperfections, I now love my body, looking after it and saying yes to me. I’m no longer the crazy over worker who had no boundaries and was totally disconnected to herself.

Would you say you’ve found your passion/calling in life?

100% this is my path. I’ve always wanted to help people. Even as a successful manager winning awards, I didn’t feel like I or it was enough. I’ve gone from the western hospital environment to more of an ongoing healing approach. I feel like I’m finally home. 

Get the FREE download of Ellie’s Ebook “Discover The Hidden Hungers”

We continue to connect with so many wonderful women doing so many amazing things through the SHE Community. We applaud every single lady we have crossed paths with – each of your journey’s has taught us something or inspired us in some way. We look forward to more inspiring stories, connections and collaborations. Join us here!

Once upon a time, Sarah Woods and Julia Perry noticed something very obvious was missing from the Malta business community: a representative body for the growing number of female-led businesses. So they formed SHE Malta, their mission to build a platform for women in business and foster a space of empowerment and reciprocity – via informative and inspiring events – for operational/aspiring female entrepreneurs.

Their dream of community took off, growing from the acorn of intimate gatherings in boutiques and galleries into a flourishing tree of hot ticket events in larger renowned venues and attended by women from different backgrounds (proving SHE Malta was an idea whose time had come). Featuring lessons and wisdom from female speakers, interesting sponsors and an eclectic mix of stalls by artisan brands, SHE events were on their way to becoming a mighty oak. 

Then the world stopped in 2020. And we know how that went. No more physical events of any kind. 

Julia left SHE, taking time out before feeling ready to focus on new projects. Meanwhile Sarah – like so many business owners – regrouped and considered how to continue her enterprise during the pandemic. Voilà…the SHE Malta membership programme was launched, offering access to engaging online talks and webinars. Post pandemic, SHE’s in person member meetups, presentations and workshops were also added to the mix and the member programme continued to grow and flourish.  

This got us thinking. If Sass changed course (and I myself moved into freelancing writing), what about the ‘original girls’ – the SHE OG’s as Sass cleverly calls them – who were involved at the earlier SHE events?  What are they doing now? Did they also diversify due to the pandemic? What are their stories? 

After a call-out to the community, I was fortunate enough to catch up with several of the SHE OG’s and find out.

PAT VELLA – She Takes Off 

“We service our cars every 6 months so why don’t we do this for ourselves?”

We’re starting off with a recognisable SHE Malta face and Queen of the pearl of wisdom in a soundbyte (the words “just press the buzzer” became immortal after her 2018 SHE event appearance), Pat Vella. 

Pat left permanent employment in 2022, leveraging her hospitality experience to move on to freelance pastures. From assisting creative agency Von Peach (who have also featured in the SHE membership program) with the launch of their latest Impeached Magazine edition and Gozo concept creative space, the Bored Peach Club. To organising walking expeditions along the Camino de Santiago de Compostela route. To starting She Takes Off (which deserves an award just for its name), Pat is definitely not sitting still. 

But the road to fulfilment and joy has also included struggle and loss. Talking about what sparked the new direction, she says “Covid changed all of us. I survived this time in the hotel industry but it was like starting a new job.” Then a close friend’s death was a wake up call forcing a reappraisal of what Pat wanted from life and work. Along with her wish to spend time supporting her friend’s partner, this led her to leaving the Phoenicia. “It took a long time to know how to stay home, to relax and just surrender to my situation” she admits, adding “I wasn’t going to spend my week cleaning”. 

So shedding 5-star chic, she picked up a rucksack to embark on a 236 km, 10 day, blister-causing, life changing solo walk from Porto, Portugal to Santiago de Compostela, Spain. Not long after returning to Malta,  another death rocked Pat’s world with the loss of her cousin to suicide. After receiving numerous requests, Pat is repeating the epic Camino del Santiago journey 5th-12th April, this time with a group of women including her cousin’s widow, tailoring their trip with the addition of some creature comforts.  (For anyone interested in doing a future Camino del Santiago expedition, contact Pat here.)

Can you tell us about She Takes Off?

I plan and host exclusive trips for women over 40 who are ready to take back their autonomy and start living fully again. These Mediterranean vacations centre around relaxation, restoration and entertainment and bring  together 12 women max (mainly from the USA, Australia and Malta) who usually know each other. The itinerary is designed to be free from constraints but also structured enough to ensure everyone properly benefits. 

We start by ‘defrosting’ in the rawness and simplicity of Gozo. Via meditation, yoga, fresh air and healthy food everyone starts thawing out from life’s challenges and stress. Next, we balance this restoration with the fun and vibrance of Valletta for its music, food and whatever people fancy. (25 years in hospitality have blessed me with superb contacts within hotels, tour guiding, restaurants etc.) We finish off in Sicily – the wild woman who belongs everywhere and nowhere – for some personal shopper-assisted retail therapy.

How did the idea come about?

After leaving my job, I knew whatever was next had to involve freedom of location, high end clients and be built around my own interests (travel, women being together, having fun). I thought I was asking for too much…but it’s exactly what I am now doing. I thought of how we women give so much but after all this providing during our prime years – as an employee/mother/partner – we’re then pushed aside. And I kept coming back to the idea we shouldn’t stop living life because our partner doesn’t share the same interests, or we’re single, or we’ve just got used to putting everyone’s needs before ours. 

In a nutshell, what is your ethos and/or motivation?

To get women to start living their life again! After all, the more happy and fulfilled you are in yourself, the more you can give to your loved ones and those around you. 

Are there any lessons you’ve taken from your previous endeavours and applied to what you are doing now? 

My discipline and extensive experience from working hotels and spas etc is invaluable (e.g. knowing the smallest thing you do for a client can make the difference between a memorable holiday and a bad one).  I’m not going to panic about tomorrow. I’m going to concentrate on today.

And would you say you have realised what you would not repeat?

Not exactly because I did everything from the heart so I’d do it all the same. If I made mistakes, I learned the most from them as they were the lessons that formed me. Wherever I go, I try to help, create and put my colleagues before me.  

Would you say you’ve found your passion/calling in life?

Yes but it took time! It was when I accepted my situation. Mostly, I want to make up for all the time I didn’t have before. 

W: Shetakesoff.com  E: [email protected]

MIKELA FENECH PACE – Upstream

“My father always said he chose employment so he could lay his head down at night and sleep well, so taking this risk wasn’t easy for me”

After years in the upper echelons of the Ministry of Foreign Affairs, the Prime Minister’s Office and HR field, Mikela Fenech Pace returned to studying in the pandemic before launching her executive coaching company, Upstream. Shall I mention her five children and published book too? One could throw the term superwoman at her and it would stick (I recall an audible wow from the audience when Mikela spoke at a 2018 SHE event). Yes her rich background and full interview answers deserve another book but here’s the brief version.

What did you particularly enjoy about your Public Sector work?

I loved the sense of purpose and challenge of looking beyond the obvious regarding the national context. I also encountered some of the best minds in Malta, helping me develop a strong strategic mindset that continues to serve me well.

What motivated you to leave that and launch Upstream?

After 16 years, it was time as the environment no longer matched my work ethic. The move was instinctive as I have a strong value-set that acts as a ‘rudder’ to my decisions. (My mantra is always to leave behind a strong legacy and team; this allows me to move on confidently.) There were other factors too. My children needed me around much more as they entered their teens, leading me to re-evaluate what success meant to me. I found myself no longer driven by career progression but more by enabling change and coaching others to safely explore it.

What do you find rewarding about what you’re doing now? 

The satisfaction of seeing the impact of my work with people (the look I get from a client who’s had a breakthrough) always makes me smile. The joy of helping clients step out of their comfort zone, knowing I’ve provided them with a safe space to do this, to process how they feel and feel supported  along the way. 

Can you describe some past and present challenges about setting up your own venture?

The most daunting one was the risk. I don’t come from an entrepreneurial family (my father chose employment so he could lay his head down and sleep at night!) so it wasn’t easy for me. But with my husband’s support and a leap of faith, I hit the books and completed my Executive Coaching and Team Coaching degrees (mid Covid), realising you never know what’s on the other side unless you try. As for now, although I love a challenge, I still find it hard dealing with dishonesty and underhand attacks and have to work hard to not let this hurt personally. But the strong friendships I have help me handle these situations better.

Are there any positive lessons you’ve taken from work or life and applied to what you do now?

Every move or change I’ve made has contributed to my growth as a person and expanded my understanding of happiness, not just success. But the experience I took the most from was my father’s funeral. Standing there  heartbroken, I was awed by how many people came to show their respects and their words about this humble man who lived life fully yet simply. It taught me the greatest lesson: it’s not about the money, position or power you have. It’s the friendships you forge, the respect you draw and the way you live life that will make the biggest impact. This is how I choose to live, in full respect of the legacy I will leave and how I will be remembered.

Conversely, have you realised what you would not repeat from past experience?

Where do I start?! Looking back, I can see clear patterns in my interactions and the way I present myself (this awareness took some soul searching but was also liberating). We often fall into a script of blaming people for things that go wrong or feeling easily wronged. Holding myself responsible forced me to handle myself better and actually learn from my failures and disappointments instead of simply defending myself. The philosophy that “you can’t change what happens to you or how people treat you but you can change the way you react” has possibly been the strongest and most powerful revelation.

Would you say you’ve found your passion/calling in life?

Who knows? For now, I wake up and go to bed smiling and enjoy what I do every day. I wear many hats, each one driven by a different passion. I’m thankful I can look back at a career where I brought passion to whatever I did. 

W: Upstream.mt  E: [email protected]

MARIA MOELLER – Think Therapy

“As an entrepreneur, I learned that you don’t have to know everything. It’s perfectly ok to take help from others, relinquish control and defer to those who know better if the opportunity exists.”

If you attended the first ever SHE Malta workshop a few moons ago, you may recall its location: the former boutique Fly the Fly Vintage owned by Maria Moeller. For four years, Maria nurtured her ‘Malta baby’ using the skills from her 12 year Swedish retail background. Describing the quirky ornaments she sold alongside her own line of items, she reminisces about the store’s vibrant convivial atmosphere. It’s fair to say her career change from store owner to therapist is quite a significant one. So I was deeply curious to learn her backstory.

What did you enjoy about your previous role?

I loved (and really miss) the hustle and bustle of having a store and the creative outlet that came with it:  dreaming up and executing events and collaborating with countless people and companies.  It was an amazing experience.

So what led you to close the store and start your new venture?

I’ve always been interested in therapy but didn’t want to start a practice before working on my own healing first. After studying privately for a while, I had test clients for 18 months and then found an online school. I still had the shop and I knew I couldn’t sustain studying at the same time but also found it hard to let go of my baby. Then Malta went into shut down due to Covid so the decision to close was made for me! 

Why did you choose therapy exactly?

My interest in psychology began early on. I studied it in my youth and was curious about the incredible diversity of human nature and the enormous capability we possess to heal. The development of mental health over recent years has widened our understanding of how the brain and our nervous system operate, as well as how to use the right methods to improve our quality of life. Life took me in a different direction but I’m so grateful I decided to return to my studies. 

What do you particularly enjoy about what you do? 

While I miss the daily engagement of working in a store, I feel I now have the opportunity to make a more meaningful difference in people’s lives. It’s a privilege to be part of a person’s journey to improving their mental health. 

What positive experiences or lessons have you applied from your past venture to what you are doing now?

I loved my Fly the Fly customer conversations but noticed I had trouble leaving this behind at the shop and I was worried the same thing would happen to me as a therapist. So I knew I needed to be aware of any tendencies to bring home my clients’ problems. It’s taught me to be vigilant, release my ego and be present for them without letting my own emotions get in the way. I don’t mean I’m not empathic. Just that it’s important that I use empathy in a way that’s beneficial for my clients.

What would you not repeat from your past professional experiences?

As an entrepreneur, I learned that you don’t have to know everything. It’s perfectly ok to take help from others, relinquish control and defer to those who know better if the opportunity exists.

What is the biggest challenge you feel you currently face?

Declining to take on certain clients, such as old customers, as they’re too close. Obviously as Malta is so small, this can be a challenge! And I can’t say no to everyone. I just use my best judgement to figure out where the line is and how close someone is to my inner core. 

Would you say you’ve found your passion/calling in life?

I’m very passionate about this. Life is always evolving and I’m open to exploring different ways to practise therapy while also incorporating my other interests.

W: www.thinktherapy.health  E: [email protected]  I: @thinktherapy.health

JULIA PERRY

“Finding your own path is key to self-development and moving forward.”

One half of the SHE Malta founding duo, Julia can probably be called the definitive OG. Describing life in the UK after leaving SHE (a decision she’s described as one of the hardest ever), Julia confessed to times of turbulence, calm and joy. And her ventures of the last few years reveal a full circle so to speak, in which she has gone from the SHE business community to the arts community in Bath to combining business with art.

What did you do directly after SHE?

After a stint supporting local Bath businesses via my Instagram page, I took a total social media break to focus on self-care, personal space and explore new interests. The latter included volunteering at an art gallery, art history courses and stewarding at prominent exhibitions. Finding purpose and acceptance from another community (this time the arts) helped me slowly move forward and enter another phase of life. 

Soon after, my past Instagram posts led the owner of a local candle-making business to approach me to build her online presence. After initial reluctance to end my social media detox, I eventually agreed and it actually resulted in me regaining my confidence to re-enter freelancing and entrepreneurship – even more so after an invitation to the 2022 Bath Life awards when my client’s business was nominated!

What are you up to now?

My new freelance digital marketer hat has given me the chance to work closely with local communities and entrepreneurs, building a clientele including an artisan food & gifts market, a garden centre and an Antiques & Silverware shop. I’ve also taken on a University job and resurrected a previous passion from my Malta life: collecting antiques and sourcing vintage items with a view to opening a shop.

Have you applied any lessons from your previous endeavours to what you’re doing now? 

Something of value I’ve taken from the past few years (including working with Sass) is this:

Finding your own path is key to self-development and moving forward.  Entrepreneurship does not guarantee financial security. So you may have to balance this with a paying job while you keep pushing a dream until you make it! For me, the goal is financial freedom, independence and creativity. There is no better reward than knowing you made good things happen for yourself and others, be that as an employer, freelancer or team member who feels valued for their part in the success of a business. 

What amazing lessons to end on.

I: @julesperry81 (personal inspiration) @stuffandtalesvintage (vintage & antiques collections.) 

We have crossed paths with so many amazing women on the island through SHE and we love nothing more than to give them a platform to shine!

Stay tuned for Part 2 of this article where we feature 4 more of the SHE OG’s.