To mark International Women’s Day 2025, two inspiring female entrepreneurs reflect on the unique struggles of women in business, and share advice for future generations.
Women in business have long faced challenges that come with being in a male-dominated sphere, with few opportunities afforded to rise to the top.
However, recent years have seen a rise in female entrepreneurs breaking glass ceilings and paving the ways for others to follow.
Two such women, Krissy Cela and Jessica Lancaster, have built thriving brands from the ground up, proving that resilience, confidence, and collaboration are key to success.
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Taking the leap
Both Krissy and Jessica launched their businesses at a young age, driven by the belief that if they didn’t start then, they never would.
Krissy, now the founder of fitness app EvolveYou and workout clothing brand Oner Active, recalls how her idea for a fitness app came from a glaring gap in the market. “There was no app designed by women, for women, to help them in strength training,” she says. Despite having no roadmap to follow, she didn’t let uncertainty hold her back. “There is no perfect time, no perfect product — perfection in business doesn’t exist.”
Jessica echoes this sentiment. She and her best friend, Charlie Stagg, started lifestyle accessories company Coconut Lane with no business background or clear plan. “We both had corporate jobs but dreaded the ‘Sunday Scaries’. We wanted work be something we felt passionate about,” she says. “We kept waiting for the perfect time, but eventually, we just took a leap of faith.”
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Challenges faced
Despite their success, both women have encountered obstacles that their male counterparts rarely face. Krissy has seen first-hand how women in the fitness industry are treated differently. “To show fitness results, you have to post images of your body, but that leads people to assume I’m less intelligent than I am,” she explains. “Male fitness influencers don’t experience that same scrutiny, but every woman has been underestimated.”
Jessica, too, has faced scepticism, particularly in the early days of her business. “People saw two young girls running a company and assumed we didn’t know what we were doing,” she says. “Now, our success speaks for itself, but back then, we had to work twice as hard to be taken seriously.”
One of the most intimidating aspects of business, she says, is seeking investment. “The investor world is overwhelmingly male, and walking into that space was daunting. We ended up self-funding because we wanted full control over our business.”
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Lifting others up
Both women are passionate about changing the narrative for future female entrepreneurs. Krissy believes one of the biggest mistakes women make is seeing each other as competition. “Business is a boy’s club — male entrepreneurs support each other all the time, but you rarely see women doing the same. We’ve been taught there are limited seats at the table, but that’s simply not true.”
It’s why she ensures that Oner Active is 85% female-led, with women filling all senior positions. “The most powerful thing a female entrepreneur can do is give opportunities to other women.”
Jessica has seen a shift in the industry, with more female founders choosing to collaborate rather than compete. “In the past, it felt like women had to fight for their place. Now, there’s a real sense of community,” she says.
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Advice for future generations
Krissy and Jessica agree: success starts with self-belief. “You don’t have to be an agreeable mouse to make people comfortable,” says Krissy. “Women worry about being seen as bossy, but that thought never crosses men’s minds.”
Jessica’s advice? Just start. “We had no business plan, no investors, just belief in our vision. The rest followed.” The Coconut Lane co-founders launched their second venture, dog accessory company Cocopup, in 2020, which proved a great success.
