As part of SRLV’s popular Women in Business event series, our latest breakfast event once again demonstrated the appetite for open, connected conversation about what it really takes to build and sustain a thriving business.

With attendees spanning a wide range of sectors and business experience, including growing kitchen table start-ups into international groups, the event was an opportunity not only to listen and learn, but also to build new relationships.

A powerhouse panel of business leaders

The panel was chaired by Natasha Thomas, CEO and Founder of Total Management Group and Co-founder of Lockdown Liquor & Co, and featured a diverse group of founders and CEOs, with businesses ranging from heritage family enterprises to high-growth consumer brands:

Nicola Elliott | Founder of NEOM
Marisa Poster | Co-founder of PerfectTed
Miranda Hayman | Co-owner of Hayman’s of London
Whitney Hawkings | Founder and CEO of FLOWERBX

Each panellist brought a distinct perspective shaped by their own business journey, but what set the discussion apart was the willingness to move beyond surface-level success stories and talk candidly about the realities of entrepreneurship; from product decisions and fundraising to leadership, resilience and personal trade-offs.

From idea to brand: the importance of quality and conviction

A central theme throughout the morning was the importance of building brands with integrity, quality and long-term conviction. Nicola Elliott shared her story of starting NEOM from her spare room after a career in journalism, with a clear vision of creating a wellness brand rooted in natural ingredients and consumer trust.

“I always had a vision for the brand,” she explained, “but the vision didn’t marry up with the cash. You need to make choices early on, and those choices shape the brand.”

Nicola spoke openly about why NEOM started with candles, despite her broader ambitions for body care to be part of the brand. This decision was not driven by the mainstream, but by the opportunity she saw to educate consumers and genuinely disrupt the category. “Ninety-seven per cent of candles were made with paraffin wax and synthetic fragrance,” she said. “I thought, if you’re filling your home with fragrance, that should be a wellbeing treatment, not something that harms you.”

That focus on product integrity and consumer experience underpinned much of the conversation. “The consumer is too clever to be fooled,” Nicola added. “You might get someone to try your product if they’re sold on your brand’s story and values, but if the product itself doesn’t deliver, they won’t come back. Everything has to be as desirable as it is purposeful.”

Miranda Hayman reinforced this point from her perspective of running a fifth-generation family business. Hayman’s of London has been produced independently in London since 1863, giving Miranda a long-term view that contrasts with the pace of many modern start-ups.

“If you’re there for the long-term, quality has to be absolute,” she said. “That can be challenging in a very price-driven market, but principles and values are what hold you through difficult times.”

Whitney Hawkings described a similar commitment to quality at FLOWERBX, a brand born from frustration with inconsistency in the global flower market. “You could go to Prada anywhere in the world and get the same experience,” she said. “With flowers, you couldn’t. I wanted to create something consistent, simple and elegant on a global scale.”

Fundraising, valuation and redefining success

One of the most compelling sections of the discussion focused on fundraising, valuation and what success really means. Rather than presenting fundraising as an inevitable or universally positive step, the panel explored its complexities and trade-offs with refreshing honesty.

Nicola Elliott challenged the prevailing narrative that equates success with headline valuations. “We’re in a place where people seem to measure the success of a business by its valuation,” she said. “But it’s a mythical figure in many ways. You have to ask yourself what you actually want.”

She encouraged founders to think more deeply about their personal goals and the implications of different growth paths. “Do you want a big number you can talk about, or do you want cash you can actually take out and enjoy? What are you willing to give up in terms of control, speed and decision-making?”

Her advice on fundraising was clear and resonant. “If you’re going to fundraise, do it when you don’t need it,” she said. “That way you stay in control and keep as much control as you possibly can.”

Marisa Poster shared PerfectTed’s fundraising journey, from launching the concept on Kickstarter to appearing on Dragon’s Den. She spoke about the importance of confidence in the product and choosing the right partners, rather than simply chasing capital.

“The highest bidder isn’t always the best investor,” she said. “Don’t just look for money. Look for smart money. Look for people who genuinely add value and align with what you’re trying to build.”

Whitney Hawkings offered one of the most candid accounts of the morning, reflecting on raising capital at a high valuation during COVID and the challenges that followed. “I did the opposite of what I would advise now,” she said. “I raised a lot of money at a very high valuation, based on assumptions that didn’t hold.”

As consumer behaviour shifted post-COVID, FLOWERBX was forced to pivot its business model, moving more decisively into B2B and hospitality partnerships. “It was a really painful reset,” she admitted, “but it forced us to build the business in a more sustainable way.”

Her openness struck a chord with many in the room, reinforcing the idea that failure, recalibration and resilience are integral parts of growth.

Work, life and the realities of leadership

The conversation naturally turned to work-life balance, leadership and the pressures faced by founders, particularly women. Rather than offering simple answers, the panel acknowledged the complexity and personal nature of these challenges.

“There is no right,” Nicola Elliott said. “You don’t get it right. You drop balls all the time. The secret of a happier life is getting comfortable with that.”

She also addressed the gendered nature of the question itself. “My male partner has never been asked about work-life balance,” she noted. “Yet it’s one of the first things women are asked. That says a lot.”

Several panellists spoke about the importance of boundaries, trust and flexibility within teams. Natasha Thomas highlighted the responsibility founders have to set realistic expectations. “We can’t expect our teams to live and breathe the business in the same way founders do,” she said. “That’s not fair. What matters is clarity on outcomes and trust in how people get there.”

Whitney Hawkings shared a deeply personal perspective on involving her children in her business journey. “They’ve seen everything,” she said. “From the loading of vans, the fundraising calls, the failures and the wins.”

She recalled a moment when her son said he wanted to go to business school because he had watched her build FLOWERBX. “After years of feeling guilty about the things I missed in his childhood, that moment reframed everything,” she said. “That to me, felt like success.”

Culture, teams and scaling responsibly

Another recurring theme was the challenge of building teams and maintaining culture as businesses grow. Marisa Poster spoke about PerfectTed’s approach to hiring, emphasising behaviour and values as much as experience.

“Culture is a set of behaviours,” she explained. “We look for how people think and act, not just for the experience on their CV. That is what’s allowed us to scale the team sustainably.”

Miranda Hayman reflected on the role of family businesses in providing stability, employment and purpose. “Family businesses are often overlooked,” she said. “But they support communities and create long-term employment. Sustainability and longevity really matter.”

Across the panel, there was agreement that scaling a business quickly is not always the best approach. Systems, processes and structure have their place, but agility, trust and shared values remain essential.

Key takeaways from the discussion

While each panellist’s journey was different, several clear themes emerged from the morning:

• Build businesses with quality, integrity and a long-term view in mind. Consumers notice and remember.
• Be intentional about fundraising. Understand what you want, what you are giving up and who you are partnering with.
• Redefine success on your own terms, not just by valuation or headline numbers.
• Accept that work-life balance is not static or perfect. Honesty and self-compassion matter.
• Invest in your business culture and the right people. Don’t focus solely on achieving rapid growth.
• Surround yourself with business peers and advisors who share the same values as you and will guide you down the right path to achieve your vision.

Looking ahead

SRLV’s Women in Business breakfast once again proved the power of bringing people together for thoughtful, unfiltered discussion. The strength of the conversation lay not only in the achievements of the panel, but in their willingness to share their uncertainty, past mistakes and lessons learned.

There was a palpable energy among attendees before and after the panel discussion, with many guests staying on to continue conversations, share experiences and build new connections. It served as a powerful reminder that these events are as much about community as they are about content.

The enthusiasm shown by everyone who attended has set a strong precedent for future events in the series, and we look forward to continuing the conversation when we host the next Women in Business event later this year.

 

About our Women in Business event series

The Women in Business event series is designed to bring together likeminded individuals who are passionate about what it takes to start and sustain a thriving business.

The programme is curated by SRLV Partner Tina Sunderland in partnership with SRLV client and friend, Natasha Thomas, and run with the support of Partners Pembe Ozoran and Janice Lloyd, and Director Emily Au.

Each event explores themes of entrepreneurship, accessing and building capital, navigating the highs and the inevitable lows, recovering from setbacks, work-life stability, and much more besides.

We make space for candid, impactful conversations that resonate with the lived experiences many of our clients share. Whether you are a C-suite leader or professional adviser, attendees leave feeling they have gained unforgettable insights and lasting connections.

Want to receive news about our Women in Business events? Email our Senior Marketing Executive, Victoria Fletcher, to be added to our list.