Women Entrepreneurs Struggling to Make Ends Meet Despite Social Media Fame
'Viral Hits Don't Guarantee Financial Windfalls'
Updated 43 minutes ago
By Kate Morgan, Wales Community Correspondent, and Sian Elin Dafydd, BBC Wales
BBC
Picture this: You've got a product that explodes in popularity online, racking up millions of views and likes. To the outside world, it looks like instant wealth and celebrity status. But for many women running their own businesses, this viral moment often masks a grueling struggle just to survive financially. It's a reality that's both inspiring and heartbreaking – and one that begs us to dig deeper into the true cost of chasing dreams in the digital age.
Take Zoe Trigwell, for example. When one of her make-up products skyrocketed to fame on social media, onlookers rushed to assume she was rolling in riches overnight, a bona fide millionaire basking in success. The reality? Zoe, the dedicated founder of Trigwell Cosmetics, was scraping by on a meager wage, navigating a rollercoaster of highs and lows that many aspiring entrepreneurs can relate to.
Let's rewind a bit to understand Zoe's journey. A mother of two, she launched her business in 2020 after her original make-up academy folded due to the COVID-19 pandemic's lockdowns. Starting small, she purchased a handful of products to sell to her circle of friends, family, and clients, bootstrapping her way forward by offering online make-up tutorials for just £2 per ticket. Like many beginners, Zoe admits she was clueless about the world of business investments – where to find them, who to approach, and how the process even works. It's a common hurdle for newcomers, highlighting how limited resources and guidance can be for small-scale startups, especially in creative fields like beauty.
But here's where it gets controversial: when that product went viral in 2022, the public's perception clashed dramatically with Zoe's day-to-day reality. Far from a millionaire, she was reinvesting every spare penny into her operations to meet the sudden surge in demand. "I kept things afloat by paying myself just enough to cover basics," she explains, "and I couldn't pull out big profits back then because we had to pour everything back in to keep pace with the interest." This pressure cooker environment, where growth demands relentless reinvestment, is a classic trap for small businesses – imagine trying to feed a hungry beast with no extra food in the pantry!
Zoe also opens up about the intense expectations placed on female founders to appear flawless online. Society often expects women in business to be picture-perfect decision-makers, presenting only the polished highlights of their stories. But Zoe is pushing back against this narrative, sharing her authentic experiences to inspire others. "It's crucial for budding entrepreneurs to see that entrepreneurship isn't all glamorous wins and instant sell-outs," she emphasizes. "There's tons of grit, setbacks, and tough lessons along the way." For beginners dipping their toes into the entrepreneurial waters, this reminder is invaluable – it demystifies the process, showing that failure and hard work are as much a part of success as viral fame.
And this is the part most people miss: Zoe's story isn't isolated. Lauren Bell, another trailblazing entrepreneur, echoes this sentiment with her own tale. It took her four long years before she could finally draw a regular salary from her venture, Cosi Care. Lauren, now 33, invented a helpful gadget to ease her brother's lifelong battle with eczema – a personal touch that sparked her business idea. Yet, despite her innovation in the STEM world, Lauren faced skepticism and bias. "Securing big investments is incredibly tough," she says. "People often undervalue women's capabilities, dismissing them as less serious than their male counterparts. They see me in a pink suit with my Welsh accent and doubt I can scale to the top."
Lauren's pride in her achievements as a woman in a male-dominated industry is palpable, but she laments the lack of early support that could have accelerated her growth. Recently, she's secured a million-pound investment and is relocating her entire operation to the US, taking all her employees and manufacturing overseas. "It's a real pity," she reflects, "because I fought hard to build this in the UK, but the support systems for women-owned businesses just didn't match the scale needed."
This decision to move abroad raises eyebrows and sparks debate: Is it a smart business move or a indictment of inadequate domestic backing for female entrepreneurs? Some might argue it's a pragmatic choice in a global market, while others see it as a wake-up call for better homegrown policies. But here's where things get tricky – Lauren isn't alone in highlighting these disparities.
Dr. Sarah Marks from Swansea University sheds academic light on this issue, explaining how online personas often portray an illusion of success. To truly thrive as an entrepreneur, she notes, one needs substantial income, and her studies reveal that most women in business fall far short of earning a truly competitive wage. What's more, entrepreneurship frequently doesn't offer a stable livelihood for women, leading many to abandon their ventures. "Women face barriers in voicing their financial struggles," Dr. Marks points out. "They fear being labeled as greedy or ungrateful, which adds extra pressure and emotional weight."
This reluctance to speak up ties into broader systemic challenges. A recent report from the Women and Equalities Committee underscores how female entrepreneurs hit roadblocks in securing funding, tapping into investment networks, and accessing robust support. Despite various initiatives aimed at closing the gap, their impact has been limited, leaving many women feeling underserved.
On a more positive note, governments are stepping up. The UK government positions women at the core of its growth strategy, aiming to make Britain a top destination for women-led enterprises by removing obstacles and creating opportunities. Through the Invest in Women Taskforce, they've unlocked over £500 million in funding for female businesses in the past year, with dedicated investment programs kicking off in August.
In Wales, the government is equally committed. Since May 2021, Business Wales has aided 2,301 women-led startups – that's 56% of all supported startups. They also point to the Development Bank of Wales, which empowers female entrepreneurs through initiatives like the Women Angel of Wales syndicate, boosting the involvement of women as angel investors.
So, what's your take on all this? Do you believe women in business receive the level of support they deserve, or is there still a long way to go? And what about the idea that going viral could be a double-edged sword – exciting, yet misleading? Share your opinions in the comments below – let's discuss and learn from each other!
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