Another year rolls around, and with it, International Women’s Day fills our feeds—a reminder that despite the progress made, women are still calling for meaningful change. The push for a more equitable world isn’t about erasing differences between men and women but about acknowledging them and ensuring those differences don’t determine access to opportunities, respect, or success.
The statistics on gender inequality are easy to find, but numbers don’t tell the full story. Women’s contributions extend far beyond the workplace—into the invisible labour of home life, caregiving, and community-building. As much as we strive for equality, outdated narratives persist, justifying imbalance by pointing to biological differences and reinforcing systems that have long undervalued women’s roles.
We could talk endlessly about the fight for gender equality, but honestly? It’s getting pretty exhausting. Instead, this International Women’s Day, we want to focus on something powerful: how we lead as a women-founded, women-led business. With two female founders at the helm, we’ve built a workplace that doesn’t just acknowledge the challenges women face—it actively reshapes them. We create space for women to thrive, offering flexibility and understanding that reflect the realities of juggling careers, family, health, and everything in between. We don’t just talk about breaking stereotypes; we live it, proving that success doesn’t have to come at the cost of well-being. And this commitment extends beyond our four walls—it’s woven into the way we advocate for women and girls in our community.
I sat down with Alex, our Co-founder and lead Psychologist, to explore her journey—what experiences have shaped her as a leader and how she sees her role in supporting women, both within our team and in the broader community.
Breaking barriers and redefining leadership
When you reflect on your journey, what has shaped you most as a female leader?
Alex pauses, considering the weight of the question.
It’s been a mix of experiences—some empowering, others frustrating. One of the biggest challenges I’ve faced as a business owner is not always being treated as an equal. There have been moments when my knowledge or expertise has been questioned simply because I’m a woman. That experience shaped me. It made me determined to lead differently—to create a space where everyone, regardless of gender, race, or background, is valued for their ideas and expertise.
I believe everyone has something to offer the world, and I’ve always been determined to create an environment where people feel safe and free to do so.
What values guide you in leading a predominantly female business?
For me, authenticity and transparency are non-negotiable. Leadership built on honesty fosters trust. Women in the workplace already navigate so many external pressures—we don’t need a culture of secrecy or power imbalances adding to that. A strong team is built on mutual respect and the freedom to bring your whole self to work.
A different approach to business
How do you think a women-led business differs from traditional business models?
We lead differently because our priorities are different. Many businesses are traditionally profit-driven, but women-led businesses often take a more people-centered approach. That doesn’t mean we don’t care about financial success—it means we recognise that a thriving business is built on a thriving team. We lean into innovative thinking, collaboration, and intuition, which are all powerful leadership strengths.
What strengths do you see in having a predominantly female team?
There’s an immense level of empathy. Women understand the unique challenges of balancing work, family, and personal growth. That shared understanding creates an environment where people lift each other up rather than compete. It also allows us to create policies and practices that actually work for women, rather than forcing them to adapt to outdated structures.
From the very beginning, I’ve made it clear to my team that they can come to me when they need support or need to rearrange their schedule. Creating a space where staff feel safe to ask for help cascades into the team dynamic—it builds trust, collaboration, and an environment where people genuinely want to support each other.
Women supporting women
Can you share a moment when you’ve witnessed the power of women uplifting each other in the workplace?
They say it takes a village to raise a child, but in today’s world, that village often feels lost. We’ve become more disconnected from our communities, our neighbours, and even each other. That’s why creating a workplace where women feel supported, understood, and empowered is so important. A space where balance is encouraged, where family comes first without guilt, and where open conversations about struggles and life transitions are welcomed.
Beyond that, the mental load women carry is real. From parenting to relationships to societal expectations, the pressure to ‘do it all’ is constant. But in our workplace, we hold space for one another—we debrief, we listen, and we lift each other up. That kind of support isn’t just nice to have; it’s necessary. So it’s not in one defining moment but the many little things, the language we use, the space we hold that makes a difference in this workplace.
How do you ensure your workplace culture actively supports and uplifts women?
It’s the little things that create the biggest impact—celebrating birthdays with flowers and heartfelt messages from the team, handwritten thank-you notes throughout the year, an open-door policy in my office space that invites connection and dismantles hierarchy, and a culture of gratitude where reflection is encouraged at the beginning of every month and in team meetings. When our team takes a moment to recognise the profound impact of their work, it reinforces just how valued they truly are. Because when people feel seen and appreciated, they bring their best to everything they do.
But beyond the small gestures, real support means showing up for women in meaningful ways. That includes ensuring women returning from maternity leave have the flexibility, encouragement to continue breastfeeding and have the facilities to do so if they choose. It’s about understanding how each of my staff works and creating adaptable environments for them to feel comfortable and supported. It’s about recognising the different seasons of womanhood and creating an environment where women feel supported—not just as employees, but as whole people.
Driving change, one workplace at a time
What responsibility do you feel, as a leader, to advocate for gender equality?
There’s both a responsibility and an opportunity. As business owners, we have the power to shape workplace culture, set policies, and create environments that truly support women. But it’s not just about what happens within our own four walls—it’s about the broader message we send. By doing things differently, we show other businesses that it is possible to prioritise people while still being successful.
What’s something you wish more people understood about women in business?
Our intuition. Women are often expected to lead in a way that mimics traditional corporate structures—logic over emotion, strategy over instinct. But intuition is a powerful business tool. We trust our gut, we read the room, we lead with empathy. That’s not a weakness; it’s a strength.
How do you hope Wildflower contributes to advancing women in the workforce?
Our goal is to create an environment where women can grow both professionally and personally. That means not only offering professional development opportunities but also providing tangible support that helps women overcome imposter syndrome, anxiety, or workplace challenges they’ve carried from past experiences.
One way we do this is by providing an exceptional professional development budget, allowing our team to explore their career aspirations with the time and space to do so within work hours. I also make it a priority to be available for my team—to listen, understand what they’re juggling, and make deliberate changes that positively impact their work environment. For staff with different needs, I ensure we create flexible conditions so they can do their best work while feeling safe, valued, and supported. When women feel seen, heard, and empowered, their confidence grows—and that confidence extends far beyond our workplace.
Advocating for women beyond the workplace
Working within an Allied Health space, what are ways you advocate and support women and girls within your community?
As an Allied Health business, we recognise the importance of advocating for women and girls beyond our own team.
One of the ways we do this is by educating people about the impact of hormones on overall well-being. Women’s health—both physical and mental—is deeply influenced by hormonal changes, yet it’s often dismissed in medical and workplace settings. From menstrual cycles to pregnancy, postpartum, and menopause, these shifts can significantly affect mood, energy levels, and daily functioning. Education in this space is crucial—not only for women to understand their own experiences but for workplaces, families, and communities to offer meaningful support.
Another key focus is advocating for neurodivergent women and girls. Many go undiagnosed or misdiagnosed due to outdated, male-centered diagnostic criteria. By improving education and understanding around how neurodivergence presents in women and girls, we can help ensure they receive accurate diagnoses and the support they truly need.
Creating a ripple effect
My final question for Alex was about the ripple effect she sees her team creating—a powerful reminder that real, meaningful change starts from within.
At Wildflower, we don’t just talk about supporting women; we build it into every layer of our business. From the way we structure our workplace—prioritising flexibility, well-being, and professional growth—to the way we advocate for women’s health and neurodivergence in our community and own workspace, we are intentional about shaping a future where women and girls feel seen, valued, and empowered. Because when women are given the space to thrive, they don’t just change their own lives—they change the lives of those around them. Whether it’s through the small but meaningful workplace moments of support or the larger advocacy efforts we lead in our industry, the impact extends far beyond our four walls.
This International Women’s Day, we celebrate the progress we’ve made, but we also recognise that there is still work to be done. At Wildflower, we take that responsibility seriously—not just today, but every day. Because when women lift each other up, everyone benefits.
Team reflection
We asked our team: What’s one action we can take to better support women and girls in our community? Their answers were powerful, practical, and deeply needed. 💡✨
From advocating for reproductive healthcare and financial stability to recognising the mental load of working parents and ensuring flexible workplaces—change starts with these steps.
Every action, big or small, creates a ripple effect. Let’s keep pushing for a world where women and girls are heard, supported, and empowered. 💜
💜 Provide free reproductive healthcare |
💜 Trust and support women when they share their experiences |
💜 Create initiatives that offer financial support, rental assistance, and homeownership programs to help single mothers secure stable, long-term housing |
💜 Believe women |
💜 Implement menstrual wellbeing policies, including paid leave for menstruation symptoms |
💜 Acknowledge the mental load of working parents and support a healthy work-life balance |
💜 Create empowering and educational content that helps women and girls feel seen, heard, and confident in their authentic selves |
💜 Encourage open conversations about healthy, safe, and respectful relationships—if you see something wrong, call it out |
💜 Offer extended maternity leave and ensure superannuation contributions continue during this time |
💜 Provide flexible working hours, remote work options, and schedule adjustments for important appointments |
💜 Support women returning to work after maternity leave with flexibility and role transition assistance |
💜 Advocate for women’s health by recognizing the impact of the female hormone cycle on energy and productivity |
💜 Prioritise mentorship and leadership opportunities for women |
💜 Listen to and acknowledge the very real inequalities and injustices embedded in society—don’t turn away because the conversation is uncomfortable |
💜 Role model gender equality for the next generation |
💜 Recognise and address intersectional oppressions that affect women from diverse backgrounds |
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