Real talk: being a female founder isn't easy. It's not all about #girlbossing and grinding and reaching new heights all the time. Venture capital investment in start-ups with female founders is increasing but progress is very slow. At current rates, it will take more than 25 years for all-female teams to reach even 10% of all deals.

So, how do female founders stay motivated and keep up their momentum in the context of these challenges? I've asked the female founders in the Unfabled ecosystem what they do to stay motivated, and what they keep in mind when the going gets tough. 

Here's what they had to say.

Krutika Patel, Co-Founder of BeYou

“Daily Gratitude: everyday I'll think of three things that I’m grateful for. It could be the smallest things like a hot shower, to a more deeper feeling of gratitude for my baby daughter who I’m so in love with.”

Jasmine Wicks-Stephens, Founder of Faace

“It’s a cliched one but for me, it’s always ‘Stay in your own lane’. It’s easy (especially as a woman, we can feel imposter syndrome) and with social media making information so accessible, to get caught up in what others are doing, leaving you feeling like what you are achieving isn’t enough. Share stories, support each other, but also celebrate and support yourself too.”

Peony Li, Founder of Jude

“Reclaim your power, believe in your standards and your intuition.”

Susan Allen, Co-Founder of Flo

“Something that keeps me motivated and makes me feel empowered is music. I have a Spotify playlist I made called "My Villian Era" that has all my favourite badass female artists, and songs that remind me wherever I am on the emotional spectrum, I'm still a powerful woman with the right to show up in my fullness, no matter what room I'm walking into.”

Lauren Derrett, Founder of Wear ‘Em Out

“My mantra would have to be ‘what’s for you won’t pass you by’.”

Bethan Thomas, Co-Founder of HotTea Mama

“I love Coco Chanel’s mantra - “A girl should be 2 things: who and what she wants”. Whenever I feel pressure from others, or from myself, against what I want to do or be - I remember that!”

Valentina Milanova, Founder of Daye

"What keeps me motivated? Knowing that our products are making a positive impact on the lives of women, who experience gynaecological health struggles, and that we are supporting sexual trafficking survivors in the process by providing them with employment opportunities in our factory."

Kim Smith, Founder of KLORIS

“It’s all in the preparation. So much goes on behind the scenes no one will ever see and you have to be happy to put that hidden effort in!”

Ira Guha, Founder of Asan

“Founding a business is an absolute rollercoaster and one thing that helps me stay calm is getting fresh air. London has beautiful parks and I try to spend time outside everyday, sometimes I even take work calls from the park and it can really boost my mood!”

The bottom line: 

So, there you have it. Sterling advice from some of the incredible female founders that we champion here at Unfabled. Channelling your power can be difficult at times, but remembering what makes you feel energised and tapping into that is a really helpful tool, and hopefully these tidbits of advice from our female founders can guide you along the way. 

Want to support female-founded brands this Women's History Month and beyond? Take a look at our female-founded edit here.