Breaking the Mould: How Women and Gender Diverse People are Reshaping Business
Photo: Jane Goodrich, manager of the Castlemaine Vintage Bazaar (image supplied)
Running a small business can be a tough gig, especially for entrepreneurs who don’t fit the traditional business mould, such as women and people of marginalised genders. And then, there are those who enter the world of business not solely for personal gain, but also as a means to give back to their community. Growing numbers of women, in particular, are creatively embedding social values in their business plans, and in the process, they’re inspiring others to do the same.
Does business have to be harsh and competitive? Or is it possible to operate with social values?
To get a better idea of the ways women are doing business differently, we spoke with Jane Goodrich, manager of Castlemaine Vintage Bazaar, a beacon for high-quality secondhand goods in the central Victoria. We also talked with Mikaela Pahl, creator of the jewellery brand Earth Creature, which melds eco-conscious design with smart use of social media for business growth.
Reinventing Business Through Creating Community
“There’s another way to do things where you can still get great results in the business through embracing everyone’s differences and strengths,” says Jane.
Image: supplied
As Jane describes it, the Castlemaine Vintage Bazaar is a “unique business model” that pushes against patriachial ways of doing business. Through the Bazaar, Jane facilitates a space where local businesses, collectors, and artists can sell their products together. In turn, the whole community is lifted.
“I’ve always had a strong belief in creating a culture in the business where all of the stallholders feel welcome and valued,” says Jane. She also emphasised the importance of providing a sense of belonging for the stallholders.
Since 2016, the Castlemaine Vintage Bazaar has opened its doors to vintage enthusiasts and art lovers from across the state, with a commitment to sustainability, accessibility, and diversity. Stallholders are required to work shifts in-store, further strengthening the community ties that make the Castlemaine Vintage Bazaar such a welcoming place to shop and work.
Image: supplied
In the world of small businesses, Australian women account for one-third of small business owners. This figure increased by 24 per cent between 2006 and 2021, more than three times the growth of their male counterparts. However, more investment is needed to bring that stat up to 50/50. This is where businesses like Jane’s are vital, as they support the sustainable growth of a diverse array of locally-owned small businesses.
With 130 stalls, the Bazaar celebrates the many talents of its community. In their CastleMade section, the Bazaar celebrates the local makers and artists. With some products made on site and many produced in and around Castlemaine, the Bazaar offers opportunities for local businesses and artists to showcase their range.
The Castlemaine Vintage Bazaar champions genuine flexibility, breaking down the barriers that exist for women and marginalised people to earn a stable income.
Image: supplied
“I think it’s a real human-focused way of doing things. You know, having an understanding of the story that people are bringing in with them. We really try and treat everyone like humans,” says Jane. With many storeholders being older women, single parents, and others who are unable to work full-time, the Bazaar is a place where many can make an income and find community.
Using Tech to Turn Passions Into Income
As an e-commerce store owner, Mikeala started their jewellery business as a self-taught artist. “You can pay to do courses, I just was like I’m gonna figure it out myself.”
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Living rurally has impacted them greatly. “In more ways than I’ve even realised,” says Mikeala. “Obviously, I have to do all of my ordering and buying things online, I can’t just go to the closest place for me.” Located 3 hours from Melbourne on Gariwerd land, Mikeala described the commute to Melbourne as “so stressful.” However, rural living hasn’t held them back from connecting with other jewellers and expanding their business.
“I have got an online community,” says Mikeala. They credit their success with the creative community that they’ve found on social media. “I feel like most of the people that I interact with about the business would be other jewellers that I’ve connected with over Instagram, mostly.”
This “kind and helpful” community lifted them up when they needed advice, says Mikeala. In a nice twist, they’ve also been able to mentor others. “It actually made me so excited because I was like, ‘Yes! Let me tell you everything.’” Adopting technology as a method of connection and expansion has allowed Mikeala to operate their business successfully without having to sacrifice living rurally.
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Mikalea also embraces giving back to their community through their newest collection, Queer. “We are all real people too, with feelings and hopes and dreams.” With profits from this collection being donated to the I AM ME Foundation and Black Rainbow, Mikalea says that it’s all the more important to speak about marginalised identities, “[at a time] when it feels like a lot of the world is trying to erase us.”
Photo by Kate Proctor (@kateproctor__) supplied by @earth__creature
Both Jane and Mikaela’s stories are strong examples of commercial success earned through empathic leadership and ingenuity. Pushing back against the mainstream competitive culture, Jane’s business works to uplift others through creating a supportive community. Often thought of as an isolating force, Mikaela’s use of technology to connect with other jewellers emphasises the diverse possibilities that come with the age of social media. Breaking the toxic business mould that often places profit over empathy, Jane and Mikaela are defiant in their mission to do business differently.
This blog is part of a new series from Rural Women Online, unpacking the ways women use technology to connect, create community, and run a business. For more info, tech tips, and resources, visit: www.ruralwomenonline.org.au
Rural Women Online is an initiative of the Victorian Women’s Trust, created to empower women in their digital journeys. Rural Women Online is proudly supported by Helen Macpherson Smith Trust, Bendigo Bank, ARC Centre of Excellence for Automated Decision-Making and Society (ADM+S), NBN Co and more.
Ava Wansbrough is a Project Officer at the Victorian Women’s Trust (VWT) supporting a range of digital initiatives. With a background in Gender Studies, Ava’s work program includes editing, research, content creation, and copywriting for feminist youth platform, Rosie; and coordinating promotional outreach for VWT digital inclusion project, Rural Women Online.