The early, gray May morning was contrasted by Trinny London’s signature sunshine-yellow as WIE Suite founders gathered for breakfast. The morning began with the brand’s founder, Trinny Woodall, setting the tone with a powerful message about putting our money where our mouth is when it comes to supporting female founders.
"We have to start doing it because we have to put our money where our mouth is, even if it's $3,000 and it's a really small female founder and it might fail," she shared candidly. Her vulnerability about selling her home and clothes at 51 to invest in her business resonated deeply with every entrepreneur in the room.
The event brought together founders from a variety of businesses - from jewelry designers to wellness brands, restaurant groups to fashion lines, and everything in between. But what united the group wasn't the industry they were in, but the shared experience of building something from nothing, of taking risks when others might play it safe.
Caitlin Kelly, Founder of EZ Newswire, spoke openly about her investment journey. Sali Christeson, Founder and CEO of Argent shared her mission of removing barriers for women in professional settings. Barrie Glabman, Founder of Barrie Glabman Designs and Partner in MARFA STANCE, revealed how the company has revolutionized the trunk show concept, creating what one attendee called "the modern-day Tupperware party for fashion."
What made this gathering exceptional was the willingness to share not just successes, but struggles. One founder admitted feeling "exhausted" with the current economic climate. Another opened up about the challenge of being the face of her brand at 44, feeling "silly" about the pressure to maintain a social media presence.
These moments of vulnerability sparked the most meaningful conversations about customer segmentation during tough economic times, the broken venture capital system, and the mental fortitude required to keep pushing through when everything feels difficult.
The group discussed everything from SEO optimization for AI platforms to the rising importance of Substack, from influencer partnerships to email marketing strategies. The conversation was rich with tactical advice, but more importantly, it was infused with genuine care for each other's success.
As the conversation turned to brand storytelling and social media presence, several themes emerged. The pressure to be the face of your brand, the challenge of scaling authentic content, and the evolution from simple Instagram posts to multi-platform content strategies were all hot topics.
"It has to feel personal," one founder emphasized, while another shared her success with intimate WhatsApp updates to customers. The consensus was clear: authenticity trumps polish, and customers crave genuine connection with the founders behind the brands they support.
The morning concluded with rapid-fire rounds of needs and offers. From retail expansion advice to social media managers, from trunk show partnerships to board connections, the list was comprehensive and the responses immediate. Hands shot up around the room as founders offered everything from event space to introductions, from wholesale guidance to tariff navigation support. It was networking at its finest: genuine, specific, and action-oriented.
