Starting UP FATIMA ALI

Q1 In a few words tell us a bit about your business?

Maternal Serenity is a mindful skincare and wellness brand focusing on pregnancy-safe and baby-friendly aromatherapy products. Handcrafted with 100% natural, organic, vegan and ethically sourced ingredients. Our holistic aromatherapy range was designed to bring happiness through emotional, mental and physical wellness in an earth-conscious manner. Our mission is to nurture, empower and uplift mamas on their motherhood journey.

Q2 What gives your business the x-factor’?

We combine energy-based healing knowledge with aromatherapy to create a unique range of products. Our signature aromas are made with pure essential oils blended with carefully chosen crystals to promote well-being on all levels. Each collection is inspired by powerful female deities and designed to target specific chakras for a more holistic sense of wellbeing. We believe in connecting people to the power of nature and providing safe, effective, and ethical products that benefit both you and the planet.

Q3 What motivated you to set up in business?

My passion for aromatherapy and my desire to empower women through the motherhood journey inspired me to set up Maternal Serenity. I wanted to create a holistic wellness brand rooted in nature and focused on bringing calming energy into our lives. I believe that with the right balance of self-care, inner growth, and kindness towards ourselves, we can cultivate a life of peace, joy and abundance.

Q4 What do you like most about being a start-up?

I love being creative and using my knowledge and skills to create something that can help others. Setting up and running a business is hard work, but it’s incredibly fulfilling to see something you have created come to life. I’m constantly learning new things and applying them innovatively - watching my ideas become a reality is amazing. Additionally, it’s a great feeling to be supported by my local community and to be part of an ever-evolving industry.

Q5 What has been your greatest business success to date?

Launching my product range and online store has been my most significant career success. Nothing is more gratifying than hearing customer praises about your creations, which makes me feel fulfilled as an entrepreneur. Being honoured with Wandsworth Council’s Women’s Enterprise Awards’ Rising Star of the Year award was beyond humbling for me - a great recognition for all the hard work I had put into setting up - from product research to launching an online store.

Ultimately, it was a testament to my commitment and determination to establish an ethical skincare brand that benefits both you and the planet.

Q6 What has been your lowest moment?

The most challenging moment was after the pandemic had caused unexpected disruptions to my maternity support and reflexology services, and I wasn’t sure how to move forward. It felt overwhelming, but I kept going and found another way to offer comfort and energy-based healing through my product range. It took a lot of perseverance to get through it, but I knew that I could create something unique despite the challenging circumstances with enough focus and resilience.

Q7 In terms of business achievements, where do you want to be within the next year 5 years?

Within the next year, I am committed to providing refill options for all my products and expanding my product range with new and exciting holistic wellness offerings. My goal with Maternal Serenity is to open a Wellness hub for mothers and families. Our mission is to provide a safe, supportive and nurturing space to offer a range of holistic complementary therapies, workshops and retreats. In addition to this, I am also looking forward to partnering with other female-owned businesses to collaborate on unique product bundles and wellness programs.

Q8 What would be your top tip to someone thinking of starting up their own business?

Stay true to your vision and keep going, even when things get tough. Let your passion shine through, and don’t hesitate to ask for help. There are so many people out there who want to see you succeed. Lean into your community, and they will support you.

Lastly, be sure to allocate time for yourself and embrace balance. Self-care is a necessary step in staying focused and energized. All the best!

Q1 Who are you?

I am Clare, owner of Willow Bough Tea Rooms and Catering. Originally from Surrey, I moved to south west London just over 20 years ago and eight years ago I decided it was time to run with the dream, and I opened up Willow Bough.

Q2 What’s your business all about?

Remember those childhood Sundays where you’d visit your grandparents and your Granny had made a cake for Sunday tea? I love to bring that nostalgia to you through my afternoon teas served on vintage tea sets, homemade cakes, and cold party food.

Q3 Three words to describe yourself?

Creative, enthusiastic, and engaging.

Q4 Ideal Customer?

I’m lucky, I get to cater for a wide range of events (including baby showers, birthdays, anniversaries, and funerals) but I particularly like some of the corporate events; I make cupcakes with logo toppers which are great at theatre press nights, book launches, awards nights – in fact any celebration of your company!

Q5 Biggest achievement?

Surviving the pandemic. In fact, I didn’t just survive it, I grew my business during that

ALDER Owner

time, delivering up to 70 afternoon teas a day across south west London and Surrey.

Q6 Biggest gripe?

At the moment it’s definitely the challenge of getting hold of ingredients and the empty supermarket shelves!

Q7 Your inspiration?

My great-great Auntie Gwen who used to make the most fantastic teas and was always such a warm and welcoming host.

Q8 Philosophy in Business?

Give a little bit extra. People will remember and thank you for it. It will serve you well in the long run.

Q9 Sporting Hero?

I’m lucky to have met some sporting greats including Sir Roger Bannister and Mohamed Ali and worked with Team USA on the London 2012 Olympics. But my real sporting heroes are my Mum and Dad; Mum was an international rower in the days before nutrition and sports psychology and Dad has run nine marathons (eight sub-3 hours). They are the proof that if you put the effort in you can achieve your goal.

Q10 Biggest tip for success?

Take care and pride in what you do. I do many, many afternoon teas a year but for my customer it might be their only one so it has to be amazing!