Grace Bonney author and founder
Design*Sponge
Initially my book was supposed to be a DIY encyclopedia, but I lost enthusiasm on that idea. There are so many great articles, guides and videos out there already that you can find anything and everything online and offline, too. You can easily go on Pinterest and find tutorials and step-by-step guides. Even though my publisher isn’t in the business market, I pitched them an idea, I had in my mind for some time, about featuring inspiring women who own a creative business. They agreed to the concept on terms that the book will have the same deadline as the original DIY book. It meant that I had only two months to put “In the Company of Women” together. I really wanted to write a book that would make women inclusive in business. In 2014 I realised one thing; that majority of women in business were perceived as one type of woman - young, straight and white. Working with some amazing women through Design*Sponge over many years, I knew that there are so many women outside of this stereotypical assumption. I contacted over 120 women with the proposition of an interview within a very tight deadline and over 100 came back to me. I interviewed women between the age of 19 and 94, from various ethic backgrounds, religion and the scale of their businesses. From young media titans and mother and daughter fashion houses to inspiring painters and poets. These businesses show how diverse these women are. The ultimate goal these women seek is to be happy doing things they love doing. Some didn’t enjoy their work at all, others were looking for a better work / life balance. Some women found it hard to stay motivated and were looking for better personal growth and fulfilment, while others we unhappy with juggling their family life whilst holding down a full time job. They reached a tipping point where they realised that doing something they like doing has far more benefits than staying in the same situation. 26
