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Entrepreneurial Insights: Building, Burning Out & Coming Back Stronger

Entrepreneurial Insights: Building, Burning Out & Coming Back Stronger

In this fast-paced and deeply honest conversation, I sit down with Mandi Gunsberger, five-time founder and visionary dealmaker behind Babyology and Nourish Travel. We explore what it really costs to build something extraordinary: the burnout, the identity traps, the pressure of keeping it all together and the courage it takes to stop, reset, and start again.

From founding a multi-million-dollar business to selling it and rediscovering herself through a year in Tuscany, Mandi shares powerful lessons on entrepreneurship, wellbeing, and the importance of connection over hustle. A masterclass in business growth, resilience, and the power of vulnerability, when success and self collide.

 

➡️In this episode, we explore:

The early lessons that shaped Mandi’s entrepreneurial drive

The fine line between ambition and exhaustion

How genuine connection beats traditional networking

The reality of burnout — and how to spot the signs early

What Tuscany taught her about slowing down to speed up

How Nourish Travel helps others prioritise wellbeing without guilt

 

This is more than a business conversation. It’s a blueprint for balance, resilience and redefining success on your own terms.

 

Mandi said:

“You’ve got to love the build.”

“You are enough even when you pause.”

“Asking for help is a strength.”

📖 Read the full transcript of this conversation here 👇

FULL TRANSCRIPT:

MANDI GUNSBERGER [Guest] (00:00)

I’m a serial entrepreneur and I’ve built five businesses over the last 25 years. I also believe that life is not linear and our lives are all full of twists and turns to teach us who we really are and give us power in this world. I believe ⁓ integrity.

 

Connection and ⁓ curiosity are my main values in life, those three things. And I’m happiest, I think, when I’m creating something meaningful, surrounding myself with really good people.

 

DI GILLETT [Host] (00:34)

I’m Di Gillett and welcome to the Power of Women podcast. And what I love about this platform is the opportunity to showcase and celebrate the strength, resilience and achievement of women from all walks of life. And this is where real stories are told and where we remind you to never assume. We talk resilience, reinvention and breakthroughs and the moments that often don’t make the headlines but should.

 

So join the conversation and subscribe please wherever you listen to your podcast because that helps us amplify the message out there and be part of the power of women community. Have you ever thought about starting your own business? Today’s conversation is with Mandi Gunsberger, five-time founder, visionary dealmaker and powerhouse behind Babyology and Nourish Travel.

 

We’re going to talk about the real cost of entrepreneurship, which includes burnout, identity, and the pressure of holding it all together whilst building something truly extraordinary. It’s a fast-paced masterclass in business growth, connection, and the power of vulnerability. Mandi Goodensberger, welcome to the Power of Women podcast.

 

MANDI GUNSBERGER [Guest] (01:51)

Thanks so much for having me, Di. I’m so excited to be here today and share all the good, the bad, and a lot of the ugly about building businesses and what that entails.

 

DI GILLETT [Host] (02:03)

brilliant. So let the masterclass begin. You’ve, look, I don’t even know where to start because there’s a lot with it, Mandi, but you’ve built five businesses, you’ve raised three daughters, you’ve successfully sold on Australia’s largest parent media company, which was Babyology. Where does your entrepreneurial spirit come from?

 

MANDI GUNSBERGER [Guest] (02:26)

Yeah, that’s an interesting question to start with and I’d have to say number one, it would be my dad. He was 100 % my person and he was a very different type of entrepreneur, I suppose, in the 70s and the 80s. He was an entrepreneur for necessity, and to put food on the table versus what a lot of us do now. So, you know, he owned a record company. He was a jewelry salesman. He was a clown at kids birthday parties. ⁓ I remember at the age of

 

five going on newspaper runs with him at 5am, know, where you’d throw the newspaper out the car and it would end up in someone’s front garden. So, you know, he was always hustling just for the next dollar to be able to feed us, you know, very middle class.

 

that I grew up in and so he had to do that but I feel like I’ve always hustled from a young age as well. ⁓ used to, well don’t know if that’s a hustle really, I used to steal money from the bank in Monopoly when I used to play that with my sister. That’s more illegal than.

 

DI GILLETT [Host] (03:26)

Nope,

 

yeah, but it’ll be hustle.

 

MANDI GUNSBERGER [Guest] (03:29)

No,

 

but I would have an auction in our room every week when we were kids and she was older than me and I would auction off both our toys to her and try and make a few bucks until mum found out what was going on. really from the age of 13, I worked in hairdressing salons. I worked in a bakery, you know, from 5am. I used to work in cafes or stock shelves at the supermarket. So I was always looking, you know, selling local cookies in the area and things like that. So I think that’s when it all started.

 

for me was in my teenage years and then moving over to San Francisco in my early 20s was just so incredibly eye-opening.

 

DI GILLETT [Host] (04:08)

What did you do? What was that?

 

MANDI GUNSBERGER [Guest] (04:10)

Oh,

 

was crazy. So I was able to somehow wangle myself a work visa, which is very, very hard to do from Australia to America. But I just finished uni. I was 22 years old. I moved out with my boyfriend and I worked in hotels. I worked in the Hilton, Hyatt and Intercontinental hotels, which was a crazy world to be in. And I think I managed to get there because it was dot com era. So, you know, lot of regular people leaving regular jobs in the Bay Area to go for the dot com where you’d go canoeing on a Friday.

 

there’d be fizzball in the break rooms and all that stuff. So it was actually a good time for me to wangle my way in and to…

 

DI GILLETT [Host] (04:47)

Very

 

Google, Mandi.

 

MANDI GUNSBERGER [Guest] (04:49)

It was very Google. It was when all of that was just starting to happen. And you’d see 22 year olds over there driving a Ferrari, ordering a burger with a $600 bottle of wine from Napa. So I think I just really was like, wow, that’s really impressive. So when we moved back from San Francisco when I was 24, 25, I really had that entrepreneurial spirit in me.

 

DI GILLETT [Host] (05:12)

Yeah, wow, great story. So with that in mind, what fuels you more? it the buzz of creating and scaling a business or is it the satisfaction of seeing the successful exit?

 

MANDI GUNSBERGER [Guest] (05:26)

Oh gosh, 100 % they’re creating the business every single time. think, you know, the buzz of coming up with an idea, acting on it, working bloody hard for many years, you know, they’re not overnight successes by all means and turning it into something profitable that comes from that idea is just so rewarding. I mean, if you’re in it just for the exit in Australia, I think nowadays 10 % of startups, you know,

 

fail within the first year and 70 % fail within those next two to five years. So if you’re in it to be at that exit.

 

you know, 90 % it’s not going to happen. I think even higher if you’re a woman, to be honest. So a successful exit, while it is pure gold, it’s incredibly unlikely that you have that successful exit. So you’ve really got to love the build. You’ve got to love the drive. You’ve got to love working every second of every day to build something that you believe in. And I think, yeah, one of my incredible mentors, Jane Huxley, way back when actually taught me a very early how

 

you go into a new business idea while planning your exit. So it might never happen. But I think it’s worth thinking about when you build, like what you want it to look like. Do you want it to be a lifestyle business? Do you want to sell out of it? Do you want to stay on when someone buys it? You know, all those questions. Because I think that really affects ⁓ the way you build it. You know, determining how you set it up, if you take funding, who you take funding from along the way. So it does affect the final outcome.

 

So I do now when I launch something these days I do work backwards as to what does this look like in 10, 15, 20 years? Because that does really affect the way you run it but absolutely hands down I love the build. I love getting that first sale. I love you know when profit actually exceeds what it should be, what you thought it would be. Yeah, it’s never about the exit although it’s obviously very exciting. I did have one big exit but again five businesses one exit so. It happens all the time.

 

DI GILLETT [Host] (07:28)

Yeah,

 

but that that hustle is is what you developed as a kid. mean, that’s the kid trading off your toys in the in the bedroom.

 

MANDI GUNSBERGER [Guest] (07:38)

Definitely.

 

And especially for someone like me where all my businesses are not in a specific area, it’s literally sitting there and going, huh, someone else is not doing this. So for instance, coming back from San Francisco and being obsessed with those triangular scones that they had at Starbucks at the time and thinking I’m going to be the next Byron Bay cookie company because that’s not here yet. You know, so it’s, it’s any idea I come up with, I just launch myself into and see where it goes.

 

DI GILLETT [Host] (08:04)

Yeah, and that’s a great visionary mindset to read what’s going on in the marketplace and be curious. And I love that attitude. So that’s pretty.

 

MANDI GUNSBERGER [Guest] (08:14)

Absolutely, it’s about seeing what’s not around and then actually discovering why it’s not around. Maybe there’s a very good reason no one else has gone up against that company, but if there’s not, you just think, well, if I don’t do it, someone else might do it.

 

DI GILLETT [Host] (08:26)

Yeah.

 

So you’ve developed a reputation as a relationship ninja and visionary deal maker. How did those tags come about?

 

MANDI GUNSBERGER [Guest] (08:38)

.

 

⁓ Look, I think I’ve always been a people person from a very young age, like from a child, and then moving into hospitality as my first career as well led me to understand and know a lot about people. And I think when I look at that and the way partnerships work, I look at partnerships as being a lot like great relationships. So they’re really about the people behind them and building those connections rather than, ⁓ you know, the paperwork and what goes into it.

 

I think for me trust and respect is a big one. So actually finding people who care about each other’s success is huge in this space. ⁓ Having shared values is another big one. It’s not just about the goals, it’s about alignment with one another. And honest communication often when you meet people or you’re trying to work on partnerships, ⁓ you know, it’s not working out and it’s about having those difficult conversations or working out how to pivot or going your own way at an early stage.

 

and realising it wasn’t meant to be. That’s very important rather than holding on to something for much longer than you should have because you think it should work out. So for me it’s always been about real connection with people, 100%. So any deal, any partnership, anyone I’ve ever worked with has started with a genuine chat rather than necessarily a pitch. And a great example I think of with something like that is a dear friend of mine, ⁓ Rob Antelov,

 

who’s actually an incredible ⁓ &A advisor. ⁓ He was and he still is. And when I was building Babyology, Rob, probably after two years, approached me or I met him through a friend of mine and we had a coffee and I was nowhere near any type of ⁓ &A exit, whatever. And this is what he does. But I think probably for the next six or seven years, I would have a coffee or chat to Rob every year or every 18 months and just ask for his advice and he’d give it out to me, with no idea that when it came

 

to what I would approach him. And I’d actually met other advisors through the journey and worked with them for a while. But when it came to, you know, me raising money at the end and selling the business and who I wanted by my side, hands down, it was Rob, because I’d built that trust with him. He’d given me all that knowledge over those years. And I mean, that was a brilliant experience for me and for him. And since then, I think I’ve introduced him to 15 to 20 other entrepreneurial friends who he’s, you know, given advice to over the years. Some of them he’s sold their businesses.

 

some of them he hasn’t but I look at that as a real pinnacle for what relationships and partnerships out there are is that whole you know you stand by someone for years you don’t know if it’s ever gonna go anywhere but when the time comes you know it might go somewhere and then it’s it’s a win for everyone so a huge influence in my life yeah no he’s good guy and I don’t think

 

DI GILLETT [Host] (11:25)

Yeah, to crystal

 

And I agree,

 

think partnerships are so hard. I I’ve worked for individuals who’ve been probably the longest standing partners in the search and recruitment world. And it’s admirable because it is not easy to choose partners. I’ve gone into business with people before and I’ve looked to go into business with people before and read the you know, seen the red flag just before we’ve done.

 

signed on the dotted line and I approached it really like a marriage because it’s much easier to call it before you get married than trying to unbundle it once you’re married.

 

MANDI GUNSBERGER [Guest] (12:10)

and a lot of people don’t get to do, a lot of people find out after the time that it’s not a good fit with someone. And it really is, you spend more time than your business partner than you do with your actual partner if you’re in business. And one thing I’ve always done is I’ve never had a business with other people that, know, partnership with them. It just isn’t my style, I don’t think. I like to make decisions very quickly and you can’t often do that when you’ve got two or three founders.

 

DI GILLETT [Host] (12:37)

Well, when you got to buy in, I know I was in business with somebody you always used to say to me, and I love them dearly and they’re a friend, but they were, I’m like you, I’m a quick decision maker. And they would always say, I need to think about it overnight. I’d go,

 

MANDI GUNSBERGER [Guest] (12:52)

hahahaha

 

DI GILLETT [Host] (12:55)

Exactly. And that’s what I’m-

 

MANDI GUNSBERGER [Guest] (12:57)

I know yeah and look sometimes you need those people to slow you down because I don’t always

 

DI GILLETT [Host] (13:02)

They weren’t away,

 

they were often right. I often stop me jumping into the deep end too soon.

 

MANDI GUNSBERGER [Guest] (13:10)

No, absolutely. But I also find that it’s hard to get slowed down. Board work is a great example of where everything moves very slowly on boards. And I’m like, we’ve got the meeting now. Why don’t we all just say yes? Why are we tabling it for the next three month meeting? I just don’t understand how that works.

 

DI GILLETT [Host] (13:28)

Have you had advisory boards wrapped around your businesses, Mandi?

 

MANDI GUNSBERGER [Guest] (13:34)

I’ve had advisory boards but never actual boards which I think is for that reason. So I’ve always employed advisors or paid advisors or given them equity but I haven’t had a full know NED board experience around me. I’ve been an NED but I haven’t had them on my board because I just don’t think that’s a way that I work very well with seven other people telling me like this is what we want to do and we want to go back and we want to review this. I’d be like I’m already halfway there so yeah.

 

DI GILLETT [Host] (14:00)

Yeah, you’re one of these people it’s hard to keep pace with so I can see that.

 

MANDI GUNSBERGER [Guest] (14:07)

Yeah, we’ll get to that afterwards. It’s not always the best way.

 

DI GILLETT [Host] (14:12)

Yeah. So when you’re networking, Mandi, when you walk into a room of people, do you scope out and know who you’re going to connect with? How do you approach it?

 

MANDI GUNSBERGER [Guest] (14:25)

Do I think, and to be honest, as I get older, big groups of people and big conferences and big events is not necessarily my thing. I much prefer going to a dinner with 10 people or those smaller groups where you really can connect. But for me, I think it’s never about networking. It’s more about the connection. And I’m drawn to people who are authentic, who are curious, as I said before, and who aren’t very performative. So a lot of it, and I know it sounds crazy, but it does come down.

 

to gut instinct or that red flag as you were talking about. I’ve always been very good at reading people and I can read someone within five minutes which might not be very fair but I really can read them instantly and can usually tell if someone’s energy values and just feeling aligns with mine and I think it comes down to like if that conversation feels real and curious I will lean into it but if it’s very one-sided and all about their wins and all about what they’ve achieved.

 

or if they’re distracted looking over my shoulder at who else is in the room, I know that they’re probably not my vibe and I tend to stay away from people like that. And I think I’ve also, I’ve just got no time for small talk. I don’t wanna talk about where you’re going on holidays, your kids, the weather, anything like that. I wanna have real honest conversations about ideas and what drives people. So I think you can really make up your mind within a few minutes ⁓ what someone’s

 

going to be like and you you get that my god we’re very similar or you know this is not a conversation that’s going to be a deep thoughtful instance.

 

DI GILLETT [Host] (16:04)

Yeah, you’ve kind of described how my philosophy on life, mean, going to an opening of an event is I would rather stab myself in the eye with a pen. I think that term networking is almost a dirty word. You talked about collaborating and finding connection, much more appealing.

 

MANDI GUNSBERGER [Guest] (16:26)

Exactly, collaboration is where it’s all at I think. And to give you an example, I recently did a retreat with 25 women in the Gold Coast which was incredible. Lisa Ailes was the host, she’s incredible. And they all came away, all these women said they’ve made lifelong friends. There are people they never thought they’d meet but they actually didn’t still at the end of the retreat knew what those other people did for a living. Because I think, you know, that whole what do you do, where are you from, where did you go to school, it’s all from the past.

 

a real conversation with someone about the fact that, I don’t know, you’ve got a deaf person in your family and they’ve got a deaf person in their family and you bond over something really real and you don’t actually know what they do but you know you want to be part of their world. So I found that really interesting that women can come away these days and not know if they’re a lawyer or a doctor or a librarian. It really doesn’t matter anymore because it’s all about if you connect with them or not.

 

DI GILLETT [Host] (17:21)

Yeah, I agree. So back to entrepreneurship, when you’re trying to scale, what’s the biggest mistake you see people make when they approach a potential brand or a business partnership?

 

MANDI GUNSBERGER [Guest] (17:36)

Right. Look, I think for a lot of people, they still see it as the one size fits all model. So they’ll put together a beautiful shiny deck and it might look beautiful and it might have amazing information in it. But when you send that out to 10, 20, 50 different brands, you DM people on LinkedIn, track people down, it’s not going to work because I think true partnerships, they don’t work like that. It’s really about understanding what that specific

 

brand, all that specific individual, what their challenges are, what they care about and how you can help them achieve their goals. They’re kind of the three things that I always look at because it’s different for even like Apple to Samsung, it’s different from McDonald’s to Hungry Jacks. Even though you go, well, I’m going out to all these fast food because I want a fast food partner, it’s individual for every single one you do. And I think I touched on this before, but for my first eight years, was in hospitality.

 

And honestly, I think the world would be a better place if every 20 something year old spent some time in hospitality because it really teaches you what it means ⁓ to see people, understand people, how to have genuine conversations. mean, I was 19 or 20 and I was working at, you know, the Shangri-La in the city. And at that age, to be able to notice how people feel when you make them feel a certain way, it’s really affected the way I, yeah, the way I work in the

 

in anything I do in any specific business. And one of my all time favourite books, which I’m not sure if you’ve read, is Unreasonable Hospitality by Will Garagno. my god, it’s like I’ve probably read it six times and I sometimes read it or listen to it in the car. But basically I recommend anyone read it no matter what industry you’re in. It’s a brilliant reminder that… ⁓

 

Yeah, you can make people feel truly cared for in this magic in the tiny things that happen. I think that that’s where people go wrong. It doesn’t have to be expensive. It can be the smallest tiny thing. And his book’s brilliant. He talks about one of the biggest things he did one day for people at his restaurant in New York, which ended up being the top restaurant in the world, but was go out and buy a hot dog for them from a local hot dog vendor because he overheard them say they’re about to leave New York and they didn’t get a chance to have

 

hot dog. So it was like a six dollar, you know, thing that he did, but he took it to the kitchen. It was cut into four incredible pieces. It was plated up. And because he overheard this conversation, it’s those tiny things that I’m always trying to do in life to, whether it’s my clients, my people that come on retreat or anything, I just try and surprise and delight them with tiny things that will make a difference. And I can guarantee you if there’s a partnership to be had, that’s the way to do it versus, you know, blitzing 200 companies with the same doc.

 

moment.

 

DI GILLETT [Host] (20:31)

I couldn’t agree more, And in my own experience coming out of the executive search world, I knew only too well that if I had approached somebody, my approach was going to unearth their sort of status quo at the time. these conversations used to go on for months and months and months. But I always emailed on a Friday afternoon, even when I had nothing to tell them, simply to say, no update, because

 

what it felt a short period of time for me, it felt like an eternity for them being on the hook. So it is those little things of caring about how people feel and putting yourself in their shoes that I think is so, so important.

 

MANDI GUNSBERGER [Guest] (21:16)

And what that would have felt to that person on a Friday afternoon, it meant that they probably never went to any other executive search person because they’re

 

DI GILLETT [Host] (21:24)

Well, it’s

 

exactly that. It’s how I won business. you’re absolutely right. So you’ve painted a pretty honest picture of juggling work and you’re part of the sandwich generation like I am. So you’ve got everybody at each end of the spectrum. What does burnout and working under pressure look like when you’re actually at the center of it?

 

MANDI GUNSBERGER [Guest] (21:54)

Yeah, that’s very interesting and very real still for me. I still work on that a lot. But I think burnout for me, it’s not necessarily lying on the floor unable to move. It’s more of a subtle and sneaky thing that it catches up with you. So it’s doing everything for everyone, as we just said, and feeling like I’m failing at all of it, to be honest. Because when you’re stretched so thin and you’ve got the kids and you’ve got parents, and let’s not forget, there’s a husband or a partner or someone, there’s clients.

 

and says all this stuff going on, ⁓ I’ve got businesses, I’m sitting on boards, I’m whatever, and there’s nowhere to turn. And I think ⁓ for me, it’s trying to even remember what self-care feels like because every second of every day, I’m up doing something for someone else. ⁓ I’ve had, full honesty, I’ve had two proper full burnouts, nervous breakdowns in the last 20 years where I literally couldn’t get out of bed. And so I think I’m hyper aware of the signs.

 

⁓ You know that happened with that it can be tears over losing your charger for your computer It can be sitting in the car for two hours before school pickup answering emails. Whereas really I should be going for a walk ⁓ You know, it’s canceling my yin yoga, which I adore which I did cancel this morning because I knew we were doing this but you know, but doing those things, know, they kind of all just come up on you and you know, sometimes it’s even like realizing you’re lying down for a pat smear and that feels great because it’s

 

first time I’ve actually lied down all day. and so even though that’s quite funny it’s also quite funny.

 

DI GILLETT [Host] (23:29)

It’s so good.

 

MANDI GUNSBERGER [Guest] (23:32)

Yeah, you know, like you go, my God, I’m really looking forward to this, because it means I’ll just stop for five minutes. I’m like, that is not a healthy way to live my life. ⁓

 

DI GILLETT [Host] (23:40)

It’s not.

 

MANDI GUNSBERGER [Guest] (23:41)

So

 

yeah, and look, and there’s no way of getting out of the sandwich generation. Like you can’t just throw it all in and run away. But it’s about learning how to manage all those pieces. So I think for me, I’ve learned through the two breakdowns, which actually take months to come back from. So if I don’t go to that place again, it’s actually much better to stop before I get there. So it’s obviously not being everything to everyone. Like sometimes I say to kids, it’s 7pm, I’m not going to cook, I’m actually going to bed to work.

 

Netflix I’ll see you all in the morning and I try and not have guilt about that because I know that I can’t possibly do that tonight. That’s just what I need and I think they’re fine with that. I cancel on things now which I never used to. Sometimes I have tickets to certain things and on the day I’ll say to a good friend you know I just I can’t I’m exhausted what I really need to do is go to bed and I’m okay.

 

with doing those things where I think for years when I was younger, I wasn’t okay with doing those. I pushed myself to go to that big event or that opening or, cause you know, what if I met someone that was gonna change my life now? I’m a bit like, I’m exhausted so I don’t have to do that. you know, having systems as well that save your sanity is good. And for me, it’s a small moment. So I’m never gonna get, you know, the big week away by myself to just ponder my own thoughts, but I will be able to have a laugh with the family.

 

I mean half the time they’re laughing at me to be honest, which you know either can make me laugh or cry Depending on my frame of mind, but yeah, it’s a dip in the ocean. It’s a one-hour Yin class It’s all those things I try and go in the ocean every single day now after I go to gym and I used to be like, oh, that’s a bit You know, I feel a bit guilty about doing that. Screw it, you know, go to gym go for a dip in the ocean I’m at my computer by 930 in the morning. So I think Yeah, it’s it’s really tricky to put those things into your life. But otherwise we

 

just burn ourselves into the ground. Our parents’ generation didn’t have laptops and mobiles and all this stuff where we were on 24-7, but I have the ability to wake up at 5 and start working and work till midnight. So it’s up to me to…

 

DI GILLETT [Host] (25:47)

Not those things.

 

I mean, it is a good point. I I grew up with a father who was on the land and the hours that they’d work, particularly during harvest, were ridiculous. And I probably learned to work to burn out by observing. And you potentially did too with a father that was going hard. And sometimes that’s just baked into our DNA, I think. And it’s to unlearn it.

 

MANDI GUNSBERGER [Guest] (26:16)

It’s really hard to unlearn it. And I think for years, our generation has also been saying, oh, the younger millennials, they don’t know how to work. They, you know, they come in late, they leave early. I’ve actually changed the way I think about them and think, actually, we could learn from them. They’re out at run clubs. They’re leaving early to go to yoga or whatever. And I think like good on them. Whereas, you know, 10 years ago, I was like, oh, you hire people and they leave the office at 6pm. But like, good on them. We should have done that for 20 years.

 

DI GILLETT [Host] (26:44)

And you know, when I find myself thinking that, I do sometimes wonder whether we’re admiring them or we’re actually jealous of them because they’ve actually taken the decision that we haven’t done.

 

MANDI GUNSBERGER [Guest] (26:58)

Absolutely, and we’re paying the price for that now. I would have loved to all those years have gone and left and gone to out with a friend rather than being like, can’t, I’m gonna work late tonight. Like I was the one forcing myself to work late. No one else was doing that. But I think that it’s great. They have much more of a balance than we do. Maybe they won’t have as many mental health problems in their 40s, 50s and 60s that we do.

 

DI GILLETT [Host] (27:19)

Yeah.

 

So do you have, do you have the ability now to realise when you’re getting too wrapped up in, your business?

 

MANDI GUNSBERGER [Guest] (27:31)

To be honest, it’s something I’m working on. found a really, really good, she’s almost like a life coach, work coach slash psychologist. So she’s very good at actually, cause I came to her and said, after my last breakdown, which was only last year, I said, I feel like I don’t have that internal, other people are able to stop when they want to stop. I will take on more and more and more work until I have a breakdown because I’m just a yes person. So she’s helping me put systems in process.

 

in place and like at the moment we’re working on the fact that 2026 is full. Mandi you have to say no and you say to people from now on I can work with you in 2027 which doesn’t come easily to me but it’s just I think it’s going to be for the best so it’s I don’t feel like I’ve got that internal monologue but I’m working on it.

 

DI GILLETT [Host] (28:21)

But there’s a great message. You’ve recognized that you don’t, but it’s smart to put somebody around you who can manage that. So that’s a bit like six eyes and we’ve all.

 

MANDI GUNSBERGER [Guest] (28:34)

Yeah, absolutely. And she’s in charge of that. Yeah, definitely. Like I said to her the other day, like I’ve kind of had two or three retreats a year, then six a year, and next year I’ve got 10. And so we’ve gone through and worked out that like 10 is actually the maximum amount.

 

DI GILLETT [Host] (28:50)

It’s

 

like doing ten weddings, Mandi. That’s a lot.

 

MANDI GUNSBERGER [Guest] (28:52)

I

 

know, I know, each retreat takes like 350 to 400 hours. So, and I don’t do that, don’t sit down and work it out. So really what I’m going to need is staff at this point to help me do this. But I didn’t realise that she’s the one that looked at the hours, looked at the week and went, do you want to work 130 hours a week? I’m like, no, she’s like, well, that’s what you’ve just set yourself up for. So yeah, it’s about finding people that want to help. Because I don’t, I just say, oh my God, that sounds so exciting.

 

DI GILLETT [Host] (29:20)

There’s your mirror. Yes.

 

Well, I’m here talking with Mandi Gunsberger, who is a visionary entrepreneur and as you’ve already gathered, a workaholic. But coming up, we’re going to explore the power of being vulnerable. If you’re loving the Power of Women podcast, be sure to jump onto our YouTube channel and hit that subscribe button to ensure you never miss an episode. So you’ve been pretty candid in our discussion today. ⁓

 

about burnout and your last one as you said was only in the last 12 months ago. What did you do after selling Babyology?

 

MANDI GUNSBERGER [Guest] (30:00)

⁓ that’s a big question. ⁓ yeah, after selling Babyology, I, well, I thought I’d planned, carefully planned at my exit, to be honest, but, and I’d negotiated exactly how many hours I would consult to the new owners as a maximum. ⁓ But the day the deal was done, they literally said, we’ve got it from here. So that was a massive blow to me, which was, you know, for the best in the long term. But I still remember walking out of the office that day.

 

feeling like Jerry Maguire.

 

DI GILLETT [Host] (30:32)

Yeah.

 

MANDI GUNSBERGER [Guest] (30:33)

I packed a box, I had a tin of tuna and a notebook. That was pretty much all I had in my own company. ⁓ And you know, and I even had to ask them, like, I wanted to take my staff for lunch. And it just all felt so surreal. But we’d always been so big on setting up a Wiki that we’d had like this 400 page Wiki, which now everyone has with their business, but it was the Bible of the business that they were basically like, we’ve got it from here. We don’t need to anymore. So that was really ⁓ odd, I think. And that was very surreal after 11 years of building a business.

 

you

 

DI GILLETT [Host] (31:03)

Sum

 

up in two words what that feeling was. What are those two words?

 

MANDI GUNSBERGER [Guest] (31:09)

those two words would just be ⁓ devastated, surprised. I just, took me a few weeks to be like, for one minute we’re signing papers and we’ve just done this big deal and now I’m no longer in the office. Cause I think also in media it was unheard of. Like I basically sold at that time thinking someone would buy us for two or three years and then we’d be able to live our lives. And all of a sudden we were leading our lives and didn’t know what to do with them. Cause my husband was in the business then as well.

 

and we were both all of a sudden like unemployed. ⁓ So that was okay. But then, so I think I was like, I’m going to help other founders. So, you know, I went and consulted with other founders, still very fresh out of my business. But honestly, ⁓ it just didn’t light me up at that point in my life. I found it really hard when I couldn’t make things happen. Yeah. And you’d go and you meet with someone who suggest all this stuff. And a month later, none of it had been done. So I was actually quite, I think I was

 

DI GILLETT [Host] (31:57)

and weren’t ready to see.

 

Well

 

that’s the thing about consulting. I think consulting is really hollow because you come up with all of the big picture stuff but it’s not your task to do the implementation. I find that for a doer, and I’ve seen that in the search world, I would never advise somebody with your demeanor to go into the consulting world because it would be unfulfilling.

 

MANDI GUNSBERGER [Guest] (32:22)

That’s me.

 

Exactly. Well, I know that now, but I did not know that. So, I found it like really frustrating. So really what I did then was I threw myself into planning a massive bucket list adventure to Tuscany with my family. So we moved our three girls over to Tuscany for a year. Husband wasn’t very keen to go. He was literally like, you need a job. You need something to entertain you. But I’m like, we are going to Tuscany. So, yes, so we had the most incredible life changing year where we went to

 

DI GILLETT [Host] (32:37)

Not much.

 

MANDI GUNSBERGER [Guest] (33:05)

over 20 different countries that year. My girls were five, 11 and 12. So really interesting time to pull them out of their worlds. know, lots of family time, no running around, no meetings, no agendas. You know, we did some consulting over there in the early hours, but really we just got to hang out and enjoy. And that was 2019. So we were really lucky. We didn’t even know COVID was around the corner.

 

So we did that whole year there, bought them back to go to school in that February when everyone was like, my God, you’re from Italy, you’ve got COVID.

 

DI GILLETT [Host] (33:36)

Four weeks before.

 

MANDI GUNSBERGER [Guest] (33:39)

before

 

it all happened exactly. So it was kind of crazy. And then I think came the harder years, that whole post COVID-y time. ⁓ You know, for the first time in 20 years, I think I decided I’d go get a real job. And you know, I hadn’t worked for anyone else for years, but I just thought, you know, the stability, was that whole grass is greener on the other side, stability of the paycheck, someone else being in charge, me just, you know, rocking up and starting.

 

DI GILLETT [Host] (34:05)

in my book.

 

MANDI GUNSBERGER [Guest] (34:06)

Yes, I got fired three times, not once, but three times.

 

DI GILLETT [Host] (34:11)

How

 

did that go? Not so well.

 

MANDI GUNSBERGER [Guest] (34:14)

Not so well. just couldn’t stay in my box. I would go in and try and make too much change, you know, and other founders or other people in organizations that

 

DI GILLETT [Host] (34:23)

Were

 

you surprised to be fired, Merdie? ⁓

 

MANDI GUNSBERGER [Guest] (34:27)

I surprised the first and second time, the third time I kind of expected it and then you know realised as many of us are we’re just unemployable like no one wants someone who’s been doing their own

 

DI GILLETT [Host] (34:39)

And that’s a badge of honor, there’s nothing wrong with that, that is a badge of honor.

 

MANDI GUNSBERGER [Guest] (34:42)

No, exactly.

 

But I just thought it’d be nice for a while, like to be, you know, someone pays you to sick leave and for like holiday leave. Well, just nice to be able to say to the kids, don’t worry, I’ve got this rather than we really don’t know what’s going to happen this time next week or next year. ⁓ But yeah, I think that silver lining of that period in that chapter reminded me to my core that I am a founder, that I do like to create things that I’m, you know, that

 

that’s really what I’m built for. So, you know, I use everything I’ve learned and I’ve, you know, gone again, cause I was like, I think I could do another one. ⁓ it’s not all bad, but it was like very much, you know, after six, I’d always get to that six month period and then they’d call me in and be like, yeah, this is not working out. So I’m like, okay, great. Yeah. Sometimes it was like, like I was completely unaware. And then other times I’m like,

 

DI GILLETT [Host] (35:18)

Thank you guys.

 

for over performing and not under performing. Who would have thought?

 

MANDI GUNSBERGER [Guest] (35:41)

Yeah, but was overperforming but it was also just like I think this is what we should do and this is how we should do it and we’re not you know we’ve only got this percentage of this and I think other people don’t want to hear that they’re happy to go at their slower pace ⁓ and not have someone else tell them what to do so I know that.

 

DI GILLETT [Host] (35:59)

Good

 

to know. So you’ve said from the deepest resets, sometimes it doesn’t come from doing more, but it actually does come from doing less, a bit like your year in Tuscany. Why do you actually think that is such a hard message for overachievers, such as yourself, to actually absorb?

 

MANDI GUNSBERGER [Guest] (36:22)

Yeah, and you died, sounds like you’re one of, you’re the same as me, so. But I think, to be honest, for… ⁓

 

For most of us high achievers, our entire identity has been built around doing things and ticking things off and getting things done. Like that’s the way I’ve lived since I was a teenager. So I’ve been rewarded my whole life for being productive, for being reliable, for being capable. You know, I’m the one that gets things done. I’m the one that organizes the family get togethers, the Christmas, you know, who’s bringing what. So when you suddenly stop or slow down and say, I don’t want to host that,

 

it does feel or it can feel like a failure. ⁓ So yes, I struggle with that. And I think, ⁓ yeah, I’m probably not the only person out there who writes something on my to-do list after I’ve done it, just so I have the glee in crossing it off and feeling like I’ve achieved it. No, see, we all do it. I’m like done that, putting that on my list, crossing it off, exactly.

 

DI GILLETT [Host] (37:16)

That was just me!

 

have a day list with colour coded tabs that vary in colour based on urgency, Mandi.

 

MANDI GUNSBERGER [Guest] (37:32)

Yeah, no see we need help we need help and it’s not easy for people like us then to slow down to sit and read a book You know, I’ll sit and read a book But then I’ve got my laptop open and I’m over here going what emails have I got because that’s what makes me feel good is doing those things So for me it did take the complete burnouts, which I hope you know other people listening Do not have to go through to realize that you know it rest is not a weakness for me It always felt like a weakness I had to keep going but it actually is more wisdom

 

than anything. I said, looking at the younger generation and them taking time out, I wish that I would have done that earlier or given myself permission to pause or to breathe or to go to yoga or to read a book, you know. But it’s really uncomfortable for people like myself or yourself that spent decades proving their worth through how many things I can achieve on a list every day. So it is, it’s learning a new language and it’s, you know, a language of stillness and not having to be busy, like, you know, going through…

 

DI GILLETT [Host] (38:31)

Do

 

you think your kids are learning? Do you think you’re producing another generation of you? Or do you think they’re a little bit more informed?

 

MANDI GUNSBERGER [Guest] (38:40)

I think to be honest, and they’re now 13, 18 and 19. No, I think they’ve seen me. They’ve been through my breakdowns. They’ve been through my last previous three months where from last, I don’t know, September till December, I really couldn’t get out of bed because I was so burnt out. You you rebuild yourself by doing one activity a day. Today, I’m going to have a shower. Today, like really severe burns.

 

DI GILLETT [Host] (39:03)

You’ve

 

really done it, haven’t you?

 

MANDI GUNSBERGER [Guest] (39:05)

I

 

just hit the bottom so quickly because I never know when to stop. So I think the girls have seen that and it actually has taught them a lesson.

 

DI GILLETT [Host] (39:14)

we’re

 

not going to do that, we’re not going to

 

MANDI GUNSBERGER [Guest] (39:17)

You’re crazy.

 

Why do you like, you now when I’m like, I’ve got these 10 retreats, they’re all like, you’re a bloody idiot, mum. Like, you know that you’re gonna fall under all that weight. And I’m like, no, no, I’m gonna get help. I’m gonna hire people because I don’t wanna be there again. And I’m not good at saying no. So I’ve got this other person over here who is my no person, my kind of advisor. And then my kids and my family that say, do you really wanna go there again? So I do think the girls, even the little one at 13, you know, has seen me.

 

in and goes are you driving me to school? No, looks like you’re staying in bed again today. So you know I don’t think that’s necessarily a negative thing for them to learn at this age. I think that’s what life is you know you work too hard and you burn out and you fall in a heat.

 

DI GILLETT [Host] (39:56)

No, no, no. ⁓

 

Yeah, and I know in my own role models in life, I learned as much from the negative things as I did from the positive. And I mean, that should be our learning journey in life in general that we acquire it from all of those experiences. So tell me about your business. You’re now focusing on other people’s wellness, I suspect, in these retreats. The irony of that,

 

MANDI GUNSBERGER [Guest] (40:20)

Yeah.

 

Exactly. that’s the thing. What does it look like if the owner and founder of a wellness business who talks about giving yourself a rest has a nervous breakdown? It’s not a good look. so ⁓ yes, so I definitely try to practice what I preach and take that pause and take that breath. But yeah, absolutely. Nourish Travel was born out of my own ⁓ healing journey. ⁓ You know, I hit that wall after I sold Babyology and I spent so many years in that constant juggling the business, juggling the kids, juggling parents.

 

I mean, ⁓

 

DI GILLETT [Host] (41:24)

how they live their life.

 

MANDI GUNSBERGER [Guest] (41:25)

And quite often, it’s incredible. So I got there and I was like, you know, 10, 12, 2, and I’d be late for everything because quite often that 10 o’clock meeting is them saying, let’s have a coffee. Let’s get to know each other.

 

DI GILLETT [Host] (41:38)

I

 

why in the rag trade we always used to know that fabric deliveries would always be late from Italy because they ran on their own time and that is what

 

MANDI GUNSBERGER [Guest] (41:48)

own schedule and I don’t think that’s a bad thing. They’re calmer, they’re happier, love life, they have their CS star. So you know I haven’t brought a lot of that back in but the one meeting a day thing really got me because that meeting is often a coffee then a walk then a nice lunch and you you spend three or four or five hours with one person and then you decide whether you’re going to work with them. So talk about partnerships and really understanding what someone wants. That’s an incredible thing.

 

DI GILLETT [Host] (42:15)

There’s a lot

 

to learn. there’s ⁓

 

MANDI GUNSBERGER [Guest] (42:17)

Whereas

 

we think having eight meetings a day is really the way to do it. Bang, bang, bang, bang, bang. And you you get on a call and you’re like, right, where are we? Have we signed a contract? What are we doing? That’s not necessarily the way other people work around the world. So, ⁓ yeah, I think during that time, I started to do things that helped me feel more human and come out of that real adrenal fatigue I was in. was, you know, having honest conversations with many other women as well, all through COVID, you know, just about that they’re all carrying

 

all these things. So I think that’s how NARS travel really began was to be able to create a space to offer other women and men. We have a lot of men that come on our retreats as well. Just permission to slow down. So I do things that are one day. I do things that are three days. I do them locally. I do them internationally in Tuscany or Botswana or wherever, you know, hosts want to go. But it’s all about, even if it’s just the one day one, giving you that space to just look out for yourself. If you want to spend that day sitting

 

reading a book and not talking to anyone, do it. Like I don’t force anyone, it’s not a retreat where I’ll gong your room and say, you know, it’s time for the morning sunset walk. If someone, you know, I had a woman recently that came up, that came to one and she had a one, a four and a five year old.

 

had never been away from them and her husband gifted it to her. She just wanted to sleep and I was like, I’m just gonna come check on you and make sure that you’ve eaten, but otherwise you don’t need to be at anything. And like, so for everyone, it actually means something different. It’s some people it’s connecting with others, some people it’s doing nothing and some people it’s filling that schedule with, you know, one thing after the other. But you know, everyone is about to have that.

 

DI GILLETT [Host] (43:57)

Mind you, that’s harder on the organiser because you haven’t got a set agenda.

 

MANDI GUNSBERGER [Guest] (44:03)

It is and what I do is I have a set agenda. Actually today I’ve just sent out for my next one. These are the five or six things we’re thinking of doing in the afternoon. We’re not doing all of them. Let us know which ones you would want to do the most and I will surprise you with which ones we do. But every single day of every moment I say nothing is compulsory. If you don’t want to come to anything you don’t have to. But women have and a lot of men as well have FOMOs. So the minute you actually put something on a schedule they

 

God this going to the beekeeping might be the best thing ever. What if I don’t go to that? then what if I don’t go to this? So I actually do allow space where nothing is on for those people that feel FOMO because they can’t help themselves come to everything and then at the end of it they say I really wish there was some downtime because I didn’t give myself any. So it is harder for me as an organizer but I think I’m getting to the point where I understand the way people’s rhythms work and giving them that two to four or two to five afternoon gap will allow them to

 

a nap or a swim or do yoga or read a book or whatever. But yeah if I schedule something super fun they’ll be there so we try and it’s like toddlers you have to give them their afternoon break.

 

DI GILLETT [Host] (45:14)

So Mandi, I’d love you to speak directly to the female entrepreneur or business person listening to the podcast today. If you were to pay forward all the amassed knowledge and wisdom that you’ve learned over time and could speak to the version of yourself who was running on empty, what would you tell her?

 

MANDI GUNSBERGER [Guest] (45:39)

The first thing I tell her is to stop trying to do it all.

 

It’s actually impossible and I don’t know anyone who can do it all and not have massive mental health issues by doing that. So I think what I’ve learnt is I don’t need to earn rest or love or success by doing more. ⁓ You know, you’ve got to believe, which, you know, I’ve just turned 50 and it’s taken me this many years, but you’ve got to believe that you are enough even when you pause and especially when you pause. So taking that pause doesn’t mean you’re not succeeding.

 

and that you’re failing, it means that you actually care about yourself, about the others around you, about your family, about your business, whatever you’re doing, because it will give you more to be able to do things. know, it’s that the world’s not going to fall apart if you take that breath. And asking for help is not a weakness, it’s actually a strength to say like, not coping, can’t do it all, don’t know how to stop doing it all, which is where I’m always at. Like I actually can’t stop myself, so I need other people to

 

DI GILLETT [Host] (46:42)

You

 

need an outsourced

 

MANDI GUNSBERGER [Guest] (46:45)

you

 

Exactly, and that’s fine. I think that’s fine. I know that about myself after all these years that I’m my own worst enemy and I’ll take on too much till I fall. So I think that would be the biggest thing. ⁓ You know, and that’s why I absolutely love doing what I do now because I get these women that come to me. I build a relationship with men and women for the six months prior to a retreat about what they want, what it looks like, why they’re coming. You know, it’s not just those three days and then I tailor it to them so that they get the rest

 

and that individual thing that they need. As I was saying, a retreat is not a one size fits all, get 25 people. I actually understand each person and why they’ve come and how I can make it special for them. So I love it. It’s like all the things I’ve ever done put into one now.

 

DI GILLETT [Host] (47:32)

how wonderful. Well, Mandi, thank you so much for sharing your entrepreneurial knowledge and also being so candid about being ⁓ so focused and so committed to pushing yourself to the brink. I think for many listeners, and I know interviewing you here today, it is a bit like somebody holding up the mirror and you’re going, okay.

 

Alrighty, I need to read the signs. need to listen. And as you said so rightly just before, the wheels are not going to fall off if you take an extra hour to go to yoga class or you do something. And next time, ring me and say, I need to reschedule because I’ve got too much on my plate. No, don’t worry.

 

MANDI GUNSBERGER [Guest] (48:21)

going

 

to yoga tonight. I’m going to yoga at 6pm. But no thanks for having me. It’s been so lovely to have a chat with you. Yeah, love what you do and I really hope that people get something out of this. I did warn you I was very honest. So I have been very honest.

 

DI GILLETT [Host] (48:38)

That’s what we want. And Mandi, what’s the name of the business? I’m going to put it in the show notes, but give me the name of the business for the retreat. It’s nourishtravel.com. Nourishtravel.com. That’s it. Nourishtravel.com. Fantastic. And I know Mandi shows up on LinkedIn. And if you’re interested to learn more about what I do outside of the podcast, I too show up quite a bit on LinkedIn and I’ve got a power of reinvention newsletter.

 

MANDI GUNSBERGER [Guest] (48:47)

www.nourishtravel.com

 

DI GILLETT [Host] (49:07)

that I post weekly there and like Mandi, I’m in midlife and we’re doing lots of things and we’re not stopping.

 

MANDI GUNSBERGER [Guest] (49:16)

Exactly,

 

it’s our time. children… So it’s our time. Thank very for having me, Di.

 

DI GILLETT [Host] (49:18)

Thanks Mandi. Until next time.

 

Connect with Di:

Connect with Di on LinkedIn

Follow Power Of Women on LinkedIn

Follow Di on Instagram

The Power Of Women Podcast Instagram

Contact Di

 

Find Mandi Gunsberger at:

Website https://nourishtravel.com/

Instagram https://www.instagram.com/nourishtravel/

LinkedIn https://www.linkedin.com/in/mandigunsberger/

 

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Next-Gen Leadership Breaking Barriers + Brand Building Via Social Media

Next-Gen Leadership Breaking Barriers + Brand Building Via Social Media

A masterclass on breaking barriers, self-reflection + building brand YOU.

Lana Samuels represents the future of leadership: fearless, curious, and unafraid to step into spaces still dominated by men. In this conversation, we explore her journey from graduate to global thinker, the role of social media in building her influence, and how she balances authenticity with professionalism while inspiring others online.

 

You’ll here:

How Lana built her leadership career and carved out opportunities in male-dominated industries.

The pivotal role of social media in amplifying her profile and shaping her success.

Insights on balancing authenticity with professionalism online.

Whether glass ceilings still exist for the next generation of women leaders.

What drives Lana’s reinvention and her vision for the future of leadership.

 

Lana said:

“Social media wasn’t just about posting — it became the platform where I built my credibility.”

“Authenticity isn’t the opposite of professionalism. It’s what makes leadership relatable and real.”

“Glass ceilings? They only exist if we stop pushing against them.”

 

💥 New episodes drop every Monday to power your week.

📖 Read the full transcript of this conversation here.

FULL TRANSCRIPT:

DI GILLETT – HOST (00:00)

So be remiss being the Power of Women podcast not to talk about females in a male-dominated industry. And I don’t want to overplay it, but it is in the wheelhouse of Power of Women. And particularly at the top end, which is where you’re playing, it’s largely male-dominated. How hard has it been breaking into that space? And how have your competitors responded?

 

LANA SAMUELS (00:27)

Great question. It has been hard. There’s one situation that really stands out as soon as you ask that question. I had a bit of a moment last year. I had a very good client of mine come to me and say, I had a bit of a moment with a competitor of yours the other day. And I said, really? He said, yeah, you know, I brought you up and he was a friend of his and he said, you know, Lana’s doing really well. You know, she’s sold recently for a friend of mine. There was some sort of,

 

story that he was saying and the male agent said, yeah, it’s because she’s a little bit too close to the husbands, if you know what I mean. And it broke my heart hearing that and still even saying that now really upsets me.

 

DI GILLETT – HOST (01:10)

So that’s the throwaway male line that’s got to be sex implied for a female to be successful.

 

LANA SAMUELS (01:16)

female in my industry to be successful. And it’s not something that I’ve really supposed

 

DI GILLETT – HOST (01:22)

So

 

are you angry or emotional?

 

LANA SAMUELS (01:24)

emotional about it and I was angry as well and I really I kind of fought back hard I thought do I call this guy

 

Lana Samuels, White Fox Director here this afternoon. It’s an absolute pleasure to be here. It’s been a long time coming, Di. When I think about my philosophy in business, I think it’s pretty simple. It’s do the right thing, never do anything illegal, and if you say you’re going to do something, make sure that you deliver. So I’ve always been in the ethos of under-promise and over-deliver and really nurture relationships because you’ve got one shot.

 

and reputation’s everything. Once you lose it, you never get it back.

 

DI GILLETT – HOST (02:02)

I’m Di Gillett and welcome to the Power of Women podcast. We’re a platform that showcases and celebrates the strength, resilience and achievements of women from all walks of life. And this is a shout out to join the Power of Women community because it is growing and it’s growing through our followers and our subscribers of the podcast. And we’ve also got our YouTube channel, which I’d love you to jump on.

 

I love exploring the journeys that shape remarkable careers, the choices, the sacrifices, the mentors and the lessons learnt along the way. Today’s conversation is a special one for me because my guest Lana Samuels quite literally grew up next door. I’ve had the pleasure of watching her journey, hearing her proud parents in all that she has achieved.

 

because what a journey it has been. And the reason I asked Lana to join me on the podcast, her success delves into what it really takes to rise in a competitive industry. Her ambition is fueled where resilience is tested. And in so doing, being recognized by her peers as an exemplar in an industry that doesn’t always get a great rap.

 

And it’s also an opportunity to get into the weeds about stepping into spaces still dominated by men and understand how Lana has been so successful in navigating that landscape, building credibility, earning respect and leading with both strength and authenticity. Lana Samuels, welcome to the Power of Women podcast.

 

LANA SAMUELS (03:45)

Thank you, Di. What a beautiful introduction. You’re going to make me a little bit emotional.

 

DI GILLETT – HOST (03:49)

And I know it’s only for us on camera today, but ⁓ your gorgeous mother is listening just outside the studio.

 

LANA SAMUELS (04:00)

is I’ve got my beautiful entourage with me today, my beautiful women. I’ve got Mum, who’s obviously a good friend of yours and my support system and my beautiful assistant Nellie. So the girls are all here celebrating one another and supporting. Beautiful.

 

DI GILLETT – HOST (04:15)

So as I’ve said, you’ve grown up next door to me and I have watched your career rise. But it’s not so much that I want to draw that part of the story today, but there are so many aspects of what you have done that are going to be inspirational, particularly for younger women starting out on their career and breaking barriers. I would love to…

 

Start out with your early years, Lara. What or who shaped your drive and ambition?

 

LANA SAMUELS (04:50)

think my mum is the person that always shaped my drive and ambition. mean, you know, our journey as a family, you know, we went through some very difficult times growing up and it’s really funny even just driving here and parking today and being outside the South Melbourne market. That’s where I worked from the age of 14 to 18. know, mum and dad always instilled a really strong work ethic in myself and my brother growing up. And if you want something,

 

You need to go out and get it. Nothing’s going to be delivered and, you know, given to you on a silver platter. So definitely mum and dad. Also, I’d say mum, just as a really strong female, she really showed me what it was to work hard from a very young age. And, you know, it’s, it’s an amazing thing to have a strong female mentor in your life. And, Di, I’m not just saying it because I’m sitting here, but having you as a neighbour, I don’t think you realise, I remember so vividly finishing year 12 and speaking to you about.

 

I don’t know if you remember. do. Mum and dad said, speak to Di. Di will give you some great advice. I remember it was the lead up to finishing VCE. I had a conversation with you about which direction to go into because I was so confused. Thank you for pointing me in the right direction. You are giving me some beautiful advice. I’ve been really blessed in my life having such beautiful, strong, empowering women around me.

 

I think it’s just so incredibly special to have that in your life and I’m really lucky that I’ve had it.

 

DI GILLETT – HOST (06:17)

Did you always imagine yourself in a career like this?

 

LANA SAMUELS (06:21)

I thought I would be in event management. That’s where I thought I would land. I’ve always been a hard worker, really intense. I love throwing myself in the deep end. I get bored really easily and I don’t think I would have survived an office job. I love being with people, trying new things and having new experiences. So did I think I’d get into real estate? No, I thought I’d probably be.

 

DI GILLETT – HOST (06:44)

Remember we had that discussion when you came back from the UK and asked whether in fact you should.

 

LANA SAMUELS (06:48)

And I

 

was in tears one day speaking to you. I’ll never forget that moment. I asked you if I should get into real estate because we obviously, a bit of background on me, came back from the UK eight and a bit years ago. I moved back to Australia to join White Fox, which was a very small agency back then with only four of us. And I had a really rude awakening because I had no experience, no database.

 

no contacts after being in the UK for so many years. And I really just jumped in with a new brand that was trying to create noise. And funny enough, your other neighbor is now my business partner, Marty Fox. But to kind of unpack where I’m leading with this is I jumped in and drowned and I’m sure we’ll get to that in a moment. But I came to you in tears, really not sure what to do. And I remember you gave me some really great advice.

 

And I think it was along the lines of just keep going. You know, it’s not going to happen overnight. You know, if you love it and you love where it’s leading you and the right people, you know, you can do it. But nothing good comes easy.

 

DI GILLETT – HOST (07:51)

No, it does not. So let’s, as you said, wind back because it was almost happenstance that you ended up working at White Fox. What’s the story?

 

LANA SAMUELS (08:04)

It’s a crazy story. So I was living in London for 10 years. was coming back. I was in sales. So interesting story. I’ll go through it very quickly with you because it’s a long story. at the age of 18, I met my husband. I fell in love. He was from the UK. I told my mom and dad I was moving to the UK to go and do a year just to test it out.

 

DI GILLETT – HOST (08:10)

doing in

 

LANA SAMUELS (08:29)

told them that I had $10,000 in my bank account and I think I only had about $1,000 because I knew that they wouldn’t let me go. I never get, mom was like, how much money do you have savings? And I said, I’ve got over 10,000 and I didn’t, but I knew that, you know, I’d make it work, you know, sink or swim, just jump in and make it happen. So moved to the UK when I was 18, worked in sales in Mayfair for 10 years, working in five-star hotels, Michelin-star restaurants.

 

doing drink sales. I was doing all the big drinks distribution contracts for some of the best, biggest hotels, you know, and Mayfair night clubs. Having an absolute ball, came back for a holiday. Dad said to me, I’ve got to introduce you to our next door neighbor, a guy called Marty Fox. And I’ll never forget, I said to him, who’s Marty Fox? And dad said, he’s a real estate agent. And I rolled my eyes and said,

 

DI GILLETT – HOST (09:04)

the FMCG sector.

 

LANA SAMUELS (09:22)

Why do need to meet him? And he said, no, you’re looking to buy a property. Should meet him. He’s a lovely guy. He’s a go getter. ⁓ and I think you’ll get along with him really well. So dad introduced me to Marty, who was on the other side. So you’re on the right hand side of mom and dad. Marty and Charlotte were on the left hand side of mom and dad. we connected. Isn’t it? Well, straight, poor Melbourne. Everyone’s interconnected. Yeah. And met Marty, got along like a house on fire, bought my first property from him that day.

 

DI GILLETT – HOST (09:39)

insist

 

LANA SAMUELS (09:51)

in Elwood and as we were signing contracts, I remember him saying to me, Lana, I’m about to launch a brand in a few weeks called White Fox. He showed me the logo, the first office on Coventry Street in South Melbourne. he said, you’re going to come work for me. I’ve just got this feeling. And my husband said to me on the way home that day, you need to go and work with this boy. He is special. He’s entrepreneurial. He’s got magic about him and he’s going to do great things. So we went back to the UK.

 

And I started to watch the business unfold through social media and I was watching no suits, no ties, beautiful marketing. And they were really emotionally connecting with their audience. And I was the first client. I was the very first person that bought a property through the business before they launched. And as a customer, I was on the journey and I was completely engrossed in it. long story short, Marty said to me, you’ve got to come and move to Australia. Like I need you to join the business. And we kept in touch and.

 

I was watching and I said to my husband, think if we’re going to do it, we do it now. Whilst the business is young and I have some really good training and we don’t have kids yet. ⁓

 

DI GILLETT – HOST (10:59)

…a risk because,

 

LANA SAMUELS (11:02)

I know and I really took a big punt there, Di. You know, we packed up our whole world and moved back to Australia after 10 years, which is a big jump. It is. And moved in with Mum and Dad, next door to you. And the journey began.

 

DI GILLETT – HOST (11:14)

Next door to me?

 

So what role did you start as?

 

LANA SAMUELS (11:20)

So I made a huge mistake. So I jumped straight into the deep end. I jumped in as a standalone agent straight away and it was a disaster. know, brand new brand, really young team backs up against the wall, trying to create business, trying to create noise and never been in before. my girlfriends and my friends were younger, you know, we’re in our mid twenties and they weren’t doing the transactions. My best friend’s dad, you know, is one of the

 

founders and owners of one of the biggest agencies in Melbourne. So all of my friends’ parents were transacting with the agency that, you know, they had credibility in relationships and deep rooted relationships with. So I kind of just was in the middle of nowhere and had a full breakdown. I threw in the towel, I quit. After my first six months, you know, I really struggled coming in as a standalone agent, went to Marty’s house, on his kitchen floor, bawling my eyes out.

 

This probably would have been off the back of a conversation with you, die. So hard. No one’s given me an opportunity. There’s not many women out there that I really knew of or looked up to or anyone that was mentoring me in the industry. And I really struggled. So I threw in the towel and Marty said, you’re not throwing in the towel. You’re to come in and be my EA and I’m going to teach you everything that you need to know. You need to start with the basics and learn and build.

 

DI GILLETT – HOST (12:39)

How did that feel? You’d already established a career so then to step back.

 

LANA SAMUELS (12:44)

It was

 

quite confronting and my ego stepped in and I really hesitated there for a moment and I thought well hold on I’ve just had this incredible career in the UK, a huge team, I worked with billionaires, were travelling and they were flying me everywhere for business opportunities over there and had this incredible lifestyle. Why do want to be in EA? And I’m going to be back to the bottom of the ladder. So that was a really hard decision and a really difficult moment for me and it was quite confronting.

 

But I had to swallow my pride and I had to listen to somebody that was incredibly good at what they were doing and someone that I really looked up to and trusted and still do. And I had to back him and he made the right call there because it changed everything for me. It’s the best thing that I ever did. I started again and I had to step it back.

 

DI GILLETT – HOST (13:32)

So how long was that trajectory from EA? Because today you’re a director. Managing director.

 

LANA SAMUELS (13:38)

Managing director.

 

The journey was, it was a good four years. Yeah, it took me four years. That’s nothing. But the four years, it’s really funny. I spoke about it earlier this year, was a keynote speaker at the biggest real estate conference in Australasia. Yep. Correct. Eric. So I spoke in front of six and a half thousand peers within the industry.

 

And I was actually the only female keynote speaker other than Kamala Harris, which is pretty mind blowing. But I spoke about the journey in the four years. I don’t think she has either. But the four years that I did as an EA, I would say is equivalent to about 15 years in the industry. That was a supercharged crash course. that’s a hundred miles an hour. And don’t forget real estate is 24 seven pretty much. You’re seven days a week. There’s no off button.

 

DI GILLETT – HOST (14:12)

She sold any real estate.

 

LANA SAMUELS (14:32)

And I think for me, jumping in the early days, you know, and starting off in a brand that was just really beginning to build, I got exposed to a lot of things that no one would ever get exposed to now. Now we have 15 offices across Australia and New Zealand, but back then there was one office, second one opening, and I got to see every layer of the deal, every layer of recruiting, everything that was going right, everything that was going wrong.

 

DI GILLETT – HOST (14:56)

And you had more of Marty’s time. So he was more available back then.

 

LANA SAMUELS (15:00)

It was

 

perfect. It was really good timing. I’m very lucky that I got that opportunity, but I really grabbed it with both hands. I made the most of it.

 

DI GILLETT – HOST (15:09)

So title today of Managing Director, are you where you envisaged you would be at this point in your career?

 

LANA SAMUELS (15:18)

Yes, further along than what I thought, but I always had a really clear vision in my mind. So my gut is never wrong. I always trust my gut feeling. I knew there was something incredibly special about Marty and what he had in mind. He told me the journey trajectory from the very start and everything that he promised that he would do, he’s done and more. So

 

DI GILLETT – HOST (15:24)

Tell me about that.

 

LANA SAMUELS (15:45)

Along the journey, I knew that some pretty big opportunities were coming. And I knew very special. He’s like my brother, you know, absolutely adore him. I always said to Marty that I wanted to be a director within the business, but before I was 40. So and I’m now 36. I had that really clear goal. Hit it early. Yeah.

 

DI GILLETT – HOST (15:52)

special relation.

 

You’ve hit it early.

 

I don’t know many 36 year old managing directors, Lana. Female.

 

LANA SAMUELS (16:16)

There you go. There’s not a lot.

 

DI GILLETT – HOST (16:17)

That is amazing. So you’ve also built not only an impressive career, but a really strong personal brand and social, your social media presence, it’s engaged, it’s polished, it resonates and it draws ⁓ a high attention out there in the world of Instagram. How intentional was that from the beginning?

 

LANA SAMUELS (16:40)

Thank you.

 

Intentional. Yeah. So I knew that I had an uphill battle because I didn’t have contacts when I joined the business and when I got into real estate and I didn’t have a big following on Instagram when I came back to Melbourne. many did I had about 500 people. ⁓ Yeah it was a small following. was friends, family, people from the UK. And today? 12 and a bit thousand. Yeah.

 

DI GILLETT – HOST (16:56)

Any digital?

 

LANA SAMUELS (17:08)

So I knew that if I wanted to really create noise, build credibility, get attention in the right way and build my networks and my relationships that I would have to think bigger and I would have to think smart because I’d been away for so many years. So to put myself on a platform and to create a story, which is what real estate is all about, it’s about storytelling and connection. I knew that I wanted to create a bit of a brand online and a presence.

 

and I knew that that would fast track and amplify my career in a very short period of time if I did it correctly. And when I first began, I looked around and I don’t really have any females within my industry that I looked up to. Real estate was very different back then. was, you know, and that’s not long ago. This is, I’m talking eight years ago. know, very corporate, you know, the females always in Navy or black and

 

the traditional approach and you know which I love Navy of Black, don’t get me wrong. ⁓ was just, there was uniforms almost and no one was pushing the boundaries and I was lucky that Marty was pushing the boundaries in his way with his fashion you know the loafers, no suits, no tires, no socks and you probably remember it watching him jump out into the car on Port Melbourne as a neighbour.

 

DI GILLETT – HOST (18:07)

But not good.

 

LANA SAMUELS (18:29)

But I thought, hold on, why can’t I have fun with it? And I’ve come from a fashion background. Mum’s been in fashion. I love colour. I love experimenting. So I started to really be playful with it. And I started to be myself and I’m in a bright pink dress today. This is how I dress for business. But at the time, no one was doing it in property videos and in real estate. So I thought, I’m just going to be me and just have fun with it. And then I started to try and be a little bit more strategic with it. I started to match my properties. And that became a thing.

 

and I’ll never forget I had a big beautiful listing in Turok and it was my first trophy listing that Marty put me on. He said I’m going get you to do the video here, 16 million dollar house in Turok and I walked into the kitchen and there was a beautiful duck egg blue because the internal carcass of the kitchen was a Stephen A. Kirst home, extraordinary, was duck egg blue and I thought I’m going to go and buy a duck egg blue dress. Where am going to find a duck egg blue dress and I don’t know where I found it.

 

DI GILLETT – HOST (19:27)

can’t think of a male going, I’m gonna match my tie to…

 

LANA SAMUELS (19:31)

But

 

I started to do it and I went out and bought shoes and a dress that matched. was something so small but as soon as it went live and it went out on social media and it went out to the meta universe, people really stopped and you know, started commenting on it and it got a lot of attention and then that started to roll and then I started to match property videos moving forward and then now I have clients asking me, what are you wearing for our video? They’re excited by it.

 

It shows that you care and it ensures that you’re memorable and it became my thing. was it strategic? Yes, in a way it was. Did I expect that it would go to this level? No, but I was just being myself. has exceeded your expectations.

 

DI GILLETT – HOST (20:11)

Yeah. And therein lies the danger for any employers because it’s which brand walks through the door first. And that’s been the same in my industry and I think it’s the same in any service industry. And if I could leave that as a message for any listeners, in developing a brand, sometimes the brand that

 

is above the door isn’t as powerful as the brand that walks through the door. And therein lies a challenge for employees and employers as to how one manages that scenario. your online presence was intentional. Is anybody else doing the same as you in the marketplace? have they started to follow you?

 

LANA SAMUELS (20:52)

Absolutely.

 

Now,

 

it’s funny because as a brand, we were ridiculed in the beginning with our social media. You know, I remember so clearly other agencies against us in listing appointments with Laugh and Snigger and White Fox, you know, you can’t sell through social media. This was so early in the piece. We were the only ones who really took it to the next level. We were having such fun with it and being so creative and pushing boundaries and really disrupting the industry from the traditional.

 

way of doing things and introducing cars, introducing fashion, introducing beautiful video music content. You know, I did a video not long ago where I had, and it sounds ridiculous, five outfit changes for one video, a big home in Brighton, but I wanted the buyer experience to move through the home with me and really feel how you can live in the home, you know, from the poolside down to the area downstairs, which is the speak easy bar, changed outfits to make it memorable.

 

But then we’ll also know that I care, but it’s also about having fun with it. So we always did push the boundaries and have fun and do things differently. At the start, they did laugh and ridicule and now they’re trying to copy. So it’s funny we giggle. You know you’re winning. You know you’re winning, but you’ve got to keep pushing the boundaries and being nimble and changing. So like we were discussing before we jumped online, you’ve got to constantly be fresh thinking of new ideas and people do catch up, but we’re still doing things that no one’s ever done before, which is really cool.

 

DI GILLETT – HOST (22:31)

So have you found any female mentors in the industry? Marty’s clearly been in industry, but have you found other women prepared to mentor

 

LANA SAMUELS (22:39)

I have, I found some beautiful, powerful women and again, back to the power of social media, connecting through socials, know, meeting incredible operators from all across Australia. I’ve got two beautiful mentors in Sydney that have been in real estate for 20 odd years that are phenomenal operators that I really look up to and lean on for advice. I’ve got incredible women in Melbourne, people overseas that I connect with that I’ve met through social media. It just really unlocks.

 

so many powerful relationships. So this world through my phone has really opened up a completely different pathway for me and connected me with some extraordinary women out there that are really inspiring.

 

DI GILLETT – HOST (23:20)

That’s fantastic. Well coming out we’re going to talk about breaking the glass ceiling. Yes. And the cost of success. If you’re loving the Power of Women podcast, be sure to jump on to our YouTube channel and hit that subscribe button to ensure you never miss an episode.

 

Glass ceilings Lana, and I have a controversial view on glass ceilings that isn’t always ⁓ well received by my female peers. Do you feel there that they exist? Do you feel you have one?

 

LANA SAMUELS (23:51)

Yeah

 

I feel that they do exist and they’re there to be smashed.

 

DI GILLETT – HOST (24:03)

There we go, straight up. So what about your peer group and your friendship group of women of similar age? What are they saying about glass ceilings in the industries that they’re working in?

 

LANA SAMUELS (24:05)

You

 

think for me personally, my girlfriends have chosen careers where they’re quite different to mine, not as male orientated, if I’m being completely honest. Majority of my girlfriends are in the design space and they’re in spaces where there’s a lot more female successful operators. So I wouldn’t say that I’ve had the exposure from like, they’re in fashion, they’re in the creative space.

 

They’re in design and typically speaking has a lot more females within that world. I wouldn’t say that the glass ceilings have been as

 

within my friendship circles. For me, think I’ve probably seen it the most out of all of us.

 

DI GILLETT – HOST (25:04)

So reflecting back on starting out and pushing through, when did you first start to hit it and have to… Your words smashed…

 

LANA SAMUELS (25:10)

So, yeah,

 

Smash Through would have been about three and a half years ago. So I came out of being an EA into what’s called a standalone agent role three and a half years ago, close to four.

 

DI GILLETT – HOST (25:22)

How hard was that transition? Because often transitioning within an organisation is difficult because garnering respect from one role to the next role can be really hard to

 

LANA SAMUELS (25:34)

Well, it was really hard for me because I was always, you on the side with Marty. He was the lead. So I was the EA, absolutely loved it, built some incredible relationships. But you were the second wheel. when it was funny, Marty actually sat me down one day and said, hey, as much as I would love you to be my EA until I’m 90 years old, because we just have a ball and we work so well together, I would be doing you a disservice to keep you in this role when you

 

DI GILLETT – HOST (25:46)

With a second wish

 

LANA SAMUELS (26:03)

are writing the numbers that you’re writing. You should be a top female operator in Australia. And this is your moment to go. Like, I’m going to have to cut you off, unfortunately. That’s so… Very selfless. ⁓ does Yeah. I was so upset because real estate’s hard. You know, it’s…

 

DI GILLETT – HOST (26:14)

That doesn’t happen so many times.

 

LANA SAMUELS (26:27)

It’s very up and down. It’s not a stable industry. And if you do it, you’ve to be 150 % dialed in. you can’t do it part time. It’s really quite difficult. he didn’t hold me back. It was the best thing that he ever did for me at the time I was upset because I didn’t want to have that responsibility, but I just did it.

 

DI GILLETT – HOST (26:47)

correlations between real estate and the recruitment and search world that I came out of. It’s very similar.

 

LANA SAMUELS (26:52)

It’s very similar. So I jumped in to a standalone agent role and opened an office within the space of two weeks, hired a team of 10 males within the same week and hired my beautiful EA. So there was a million things that happened at once that I just jumped into. And that was how I broke out to become a standalone agent. But to go back to your question about, you know, when did I feel the ceiling? Like, what was that moment? It would have been when I…

 

went out and started to have to pitch a business by myself as a female with all of sudden all of this responsibility with a team to train, with mouths to feed, know, with salaries to pay for and essentially being on commission only, which is what you are as a

 

DI GILLETT – HOST (27:36)

running a profit centre. Correct.

 

LANA SAMUELS (27:38)

Yeah. So that was the moment and really going in and competing only against men, which was what was happening when I first started. was EAs that were females, but I wasn’t going head to head with female standalone agents.

 

DI GILLETT – HOST (27:54)

Did the marketplace respond if you were going out and pitching to a potential client and the client was male? How did that go for you?

 

LANA SAMUELS (28:01)

Well, I had a beautiful experience and I’m really blessed to say that. I always say to my clients 90 % of the yes. And it’s also knowing when to turn away business, which I’m very good at doing. Not everyone’s going to be on your same wavelength and respect you and you meet people from time to time where you’re like, oh, you’re not for me and that’s okay. Real estate is quite intense because you’re in someone’s home.

 

DI GILLETT – HOST (28:09)

That’s down to you.

 

LANA SAMUELS (28:26)

And it’s an intense process because you’re across the emotions, the finances. Like, you’re in their world and their space. So you see a lot and you see the good. So my experience going in was incredible. You know, I am a hard worker, as I think you know. You know, I never stop. If I’m in, 100%.

 

DI GILLETT – HOST (28:36)

Dabbing the ugly

 

LANA SAMUELS (28:48)

And I started off small and built my way up from there, but I started off, I was very lucky that I tapped into my past clientele that I’d been nurturing over the four years of being an EA. And I tapped into my network of people that I’d been building and then making the change and, you know, the standalone agents through social media had a lot of people reaching out to me and saying, hey, why don’t you come and have a look at my house? So I was really lucky. they were coming to you? Yeah, it started, it of came out of nowhere.

 

But I’ve been doing so much work behind the scenes for years. Next to Marty, you know, we’d be taking on clients, he would list, he would sell, but I’d be nurturing on the buyers and building those relationships. And then all of a sudden, they were needing to transact, buy or sell again. So it’d be coming to me. So I was really lucky, but it was a lot of strategic work in the background to nurture those relationships so that when it was time to kind of move out, everything started to fall into place for me.

 

DI GILLETT – HOST (29:42)

So you’ve seen, look, this is all the upside and this is all the positives, but there’s absolutely sacrifices that come with success. Can we talk about what some of those have been?

 

LANA SAMUELS (29:55)

Missing my best friend’s wedding last year and being a bridesmaid. ⁓ Not being able to go overseas because it’s peak season in real estate. Being spring really hard. That was a really difficult decision for me to make.

 

DI GILLETT – HOST (30:08)

received by the people on the other end.

 

LANA SAMUELS (30:11)

understanding but really hurt, like devastated. ⁓ And that was purely I had to make a business decision. We were in a very difficult space as a market, you know, all the interest rates, I had to claw back business and being a high performer and managing a team. I could not step away for three weeks and leave my team like that.

 

DI GILLETT – HOST (30:31)

anniversary performance results to deliver.

 

LANA SAMUELS (30:35)

And clients that wanted, you know, that have expectations they list with me, they’re expecting me at the front door. can’t just tap out.

 

DI GILLETT – HOST (30:42)

be seen in a photo across the world.

 

LANA SAMUELS (30:44)

Exactly,

 

drinking a cocktail. Sometimes you can. It’s a very hard one though, Di, because you need boundaries and you need to have a life. But I had to make that decision, unfortunately, that I had to put the business first in this occasion. She knows I love her and, you know, that it wasn’t an easy decision, but there’s been sacrifices of big milestones and moments, but little things, you know. I was working seven days a week for the first five years.

 

DI GILLETT – HOST (31:10)

How is he still working now? ⁓

 

LANA SAMUELS (31:12)

I’m doing big hours. It’s six days a week now. I have Sundays that are a non-negotiable. It is what it is. And I love it though. I wouldn’t have it any other way. Like for me, it’s not work. you. Yeah, it fuels me. It’s a pleasure. You have your moments, your good moments and your bad moments. But if you’re looking at your watch in this industry, it’s not for you. it. It’s just not. The phone starts at 7 a.m. It will probably stop at about 10, 30, 11 o’clock for me because by the time people finish work,

 

DI GILLETT – HOST (31:17)

No.

 

Yeah.

 

LANA SAMUELS (31:41)

They’re wanting to have those conversations with you, so you’ve got to be available and that’s very hard.

 

DI GILLETT – HOST (31:46)

And I heard a few of those over the fence. know how long the hours are. And the search world’s the same. I used to work on an international time clock. International time clock was 24 hours.

 

LANA SAMUELS (31:58)

Yeah, exactly. Nonsensical. It’s intense and you can only do it if you love it. Otherwise you hit breaking point and then you just phase out.

 

DI GILLETT – HOST (32:07)

So were there ever moments or have there been moments where you feel you’ve bitten off more than you can chew?

 

LANA SAMUELS (32:14)

Weekly.

 

DI GILLETT – HOST (32:16)

Well there’s clarity. What are the sorts of things that trigger that feeling? What could it be? As small as what and as big as what?

 

LANA SAMUELS (32:17)

⁓ Daily.

 

Do

 

you know, it’s, don’t think anyone prepares you on as much as I love it. How hard it is managing people and managing a team. know, for me, I’m… Great. No one warned me at how hard it would be. No, I love my team, but it’s a lot of responsibility. can have all sorts of different shapes and sizes. So for me, I think one of the biggest challenges is time. I’m listing, I’m selling, I’m dealing with people’s most, you know,

 

DI GILLETT – HOST (32:33)

That’s why there’s a whole industry.

 

LANA SAMUELS (32:54)

their biggest assets and some of the biggest moments in their lives and it’s money, you know, it’s important. So I’m doing that and I’m generating, I’m the biggest generator in my office and running my business and my clientele and then having 10 people that I’m managing on a daily that can be up, that can be down, that need this, that need that, they need support, they need deal mechanics, they need a problem fixed or a code crack. So for me, I think my biggest challenge is time. But I’m really trying to be mindful of it.

 

and use my time really wisely, but I’m very emotional and it’s something that I’m trying to improve on. I want everything to be perfect. is. Attention to detail perfectionists. So I’ve got to sometimes learn to pull back, but that’s the thing that I struggle with at the moment. I want everyone to be happy, perfect, everything on point, but there’s only so much I can do.

 

DI GILLETT – HOST (33:30)

of your coaching.

 

Leave that at the door!

 

And that perfectionism trait, and I know it, only too well, leaves you being your own toughest master and worst enemy. However, not delivering to that level or presenting to that level or showing up at that level is more stressful.

 

LANA SAMUELS (33:57)

Yeah, very true

 

Very much.

 

Very true. I couldn’t say it better myself. I’d rather have that pressure than not do it, because if I wasn’t doing it, I probably wouldn’t be able to get out of bed.

 

DI GILLETT – HOST (34:17)

So you’ve been recognised as one of the top 100 agents in Australia now. Yes. You’ve got to that level. How much pressure comes with staying at that level?

 

LANA SAMUELS (34:29)

I think it’s what you put on yourself. No one puts pressure on me like I put on myself. So it’s a huge accolade, something that I’m incredibly proud of because there’s not many females on that list and not many females under 40 on that list. Not the stats off the top of my head, but from when I looked at it, I thought, wow, there’s not a lot of women in here and there should be a lot more because there’s so many incredible operators within my industry. Look, it’s, it’s an incredible,

 

DI GILLETT – HOST (34:44)

Do you that’s

 

LANA SAMUELS (34:59)

accolade as I said, but the pressure is you just got to perform for your clients daily and those awards and those celebrations come along the way. It’s not why I do it. Exactly right. Exactly right. So it’s great, but you keep it moving. It’s on to the next.

 

DI GILLETT – HOST (35:08)

Then you’re only as good as you last year.

 

So be remiss being the Power of Women podcast not to talk about females in a male-dominated industry. And I don’t want to overplay it, but it is in the wheelhouse of Power of Women. And particularly at the top end, which is where you’re playing, it’s largely male-dominated. I could reel off the ones in our neck of the woods, and they’re all male. How hard has it been

 

breaking into that space and how have your competitors responded?

 

LANA SAMUELS (35:52)

That’s a great question. It has been hard. ⁓ There’s one situation that really stands out as soon as you ask that question. had a bit of a moment last year. I had a very good client of mine ⁓ come to me and say, I had a bit of a moment with a competitor of yours the other day. And I said, really? He said, yeah, you know, I brought you up and he was a friend of his and he said, you know, Lana’s doing really well. You know, she’s…

 

So recently for a friend of mine, there was some sort of story that he was saying and the male agent said, yeah, it’s because she’s a little bit too close to the husbands, if you know what I mean. And it broke my heart hearing that and still even saying that now really upsets me.

 

DI GILLETT – HOST (36:38)

That’s

 

the throwaway male line that’s got to be sex implied for a female to be successful.

 

LANA SAMUELS (36:43)

young

 

female in my industry to be successful and it’s not something that I’ve really spoken about.

 

DI GILLETT – HOST (36:50)

Free all emotions.

 

LANA SAMUELS (36:52)

emotional about it and I was angry as well and I really I kind of fought back hard I thought do I call this guy I told my husband he was horrified and so upset because he’s seen the sacrifices and he’s seen you know the hours that I do and the tears along the way and all the things that we as a team have sacrificed for me to be sitting where I am. Team, and Yeah such a slap in the face and just such a low blow.

 

I started really kicking his ass in listing appointments and taking more business from him. I to mom, I spoke to dad and I spoke to people within my nucleus and said, what would you do? And think it was mom that said, don’t do anything, just silence and show him how good you really are. That’s, you know, it was very,

 

DI GILLETT – HOST (37:26)

Money speaks fully

 

LANA SAMUELS (37:43)

easy to pick up the phone and make that call I was very close and I thought, no, I’m going to be a real lady about this. I’m going to show you. I’m going to show you how good I actually am. And, you know, it’s funny. I think he knows that I know. We have never had the conversation. I’m really polite to him when I see him because reputation is everything. I said earlier, you’ve got one shot and I want to be. Yeah. I just think, look, you’re going to say that because you’re threatened. And mum always says it’s when they stop talking about you. That’s when you should be worried.

 

DI GILLETT – HOST (38:11)

That’s exactly right.

 

LANA SAMUELS (38:12)

You

 

know, so if they’re talking it’s a good thing. When they stop you might be in bit of trouble.

 

DI GILLETT – HOST (38:18)

So do you feel the industry is shifting now?

 

LANA SAMUELS (38:21)

Definitely. And I’ve really seen it in our business. We’ve got over 50 % of our agents are female within the company, which is amazing. Marty. Marty’s been a driver and pioneer of really amplifying women and pushing us and.

 

DI GILLETT – HOST (38:33)

Who’s driving that?

 

And he has sticked.

 

LANA SAMUELS (38:42)

getting us as much limelight as we can. I all the women are pushing it and we’ve got incredible female auctioneers and just so many beautiful personalities and strong independent women within the company.

 

DI GILLETT – HOST (38:53)

don’t think I’ve seen a female auctioneer in action.

 

LANA SAMUELS (38:57)

They’re very good. Yeah. See our girls are unbelievable. yeah, it’s definitely changing diet. You know, even when I look back five years ago, even in the business, there was only a handful of us females, a lot of men, but there’s a lot of women coming through the ranks now and a lot of women.

 

DI GILLETT – HOST (39:13)

And your social media will be playing a significant role in that.

 

LANA SAMUELS (39:18)

Thank I get a lot of women from across Australia messaging me, know, saying, you’ve really inspired me. I got into real estate because of you and you’ve, you know, shown me that I can be myself and that’s so touching and beautiful to hear that. And, you know, I get messages daily. Nellie’s started creating a bit of a scrapbook of all the beautiful messages that I’ve received over the years and it’s really, really special.

 

DI GILLETT – HOST (39:42)

So what would you like to see change still? What still needs to happen?

 

LANA SAMUELS (39:47)

We’ve definitely made a lot of movement. I think it’s getting a lot better. I think women across the board in high-powered positions in real estate could really open up and change. There’s still a lot of the old school mentality out there. Us as a business, we’re very different, but I think as an industry, I think we need to open up the floor for more strong female operators and more opportunities at the top.

 

DI GILLETT – HOST (40:14)

Yeah. So real estate aside, what advice would you give to any young woman starting to her career, pushing into a male dominated space?

 

LANA SAMUELS (40:29)

beautiful strong mentors around you, people that inspire you.

 

Don’t take no as an answer. And I would say, if you want it, you can make it happen. There’s nothing that is out of your reach. I look at where I started and what I’m doing today. I knew where I wanted to go. I set a really clear timeline of what I wanted to hit and I made it happen and I got my head down and did it. So nothing’s impossible. If you want it, go and get it.

 

DI GILLETT – HOST (40:38)

Yeah. ⁓

 

My last question for you today, Lana, is what is a phrase that defines you?

 

LANA SAMUELS (41:07)

what is the phrase that defines me? That’s a great one.

 

I think just I’m a hard worker. Anyone that’s worked with me knows that I give 150 % to everything I do and if I can’t, I won’t do it. I’m all in. Yep.

 

DI GILLETT – HOST (41:27)

Brilliant. Lana, thank you so much for joining me on the podcast today. know hearing what you’ve done and how you’ve done it is going to be inspirational for so many women listening to this because age aside, you’ve broken into a male-dominated space. You have done it in record time to the level of managing director and you have

 

held your head high and taken the high road when individuals from the not so fair sex have been not so fair. Thank you. And I have no doubt that you’ll be taking their business away from them any time soon. So congratulations.

 

LANA SAMUELS (42:14)

Thank you for all your beautiful support over the years. From the bottom of my heart. ⁓

 

DI GILLETT – HOST (42:19)

It’s easy to give, So that is absolutely wonderful. But it is a reminder of how sort of blending my past career with my new career in amplifying women’s voices comes together. And you’re a great example of that. thank you. And thank you for listening. Until next time.

 

LANA SAMUELS (42:36)

Very special.

 

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She’s a Champion of Women and a True Visionary For Societal Change

She’s a Champion of Women and a True Visionary For Societal Change

She is Hana Assafiri.

What does it mean to turn adversity into purpose? In this episode of the Power Of Women Podcast, I sit down with Hana Assafiri OAM — activist, entrepreneur, and founder of the Moroccan Soup Bar. She is a relentless champion of women and a true visionary advocating for societal change. And her life story is a testament to resilience, defiance, and the audacity to seek freedom.

Born to Lebanese and Moroccan parents, Hana’s upbringing stretched between Australia and Lebanon. At just 15, she was forced into an arranged marriage, confronting both personal violence and systemic failures. Her story is not one of victimhood but of refusing to be defined by it.

Hana reveals how the small kindnesses of strangers, a shop assistant who treated her with dignity, a teacher who cared, shaped her path forward. Those acts of humanity became the seeds of her own mission: to create spaces of safety, dignity, and empowerment for women.

The Moroccan Soup Bar, founded in 1998, is one of those spaces. What began as a kitchen staffed by women seeking refuge has evolved into a model of community, employment, and healing.

Her recently published memoir, The Audacity to Be Free, expands on these themes, challenging us to rethink freedom, gender roles, and the role men must play as allies in addressing violence. Hana is unflinching: “The solution must be driven by women, supported by men.”

 

In this episode, we explore:

The meaning of life and freedom beyond survival

Cultural expectations, arranged marriage, and systemic failures

Acts of kindness that can change the course of a life

 

As Hana explains:

“Life doesn’t come with a trigger warning.”

“Women don’t need pity and charity. What they need is pathways and opportunities.”

 

💥 New episodes drop every Monday to power your week.

📖 Read the full transcript of this conversation here:

FULL TRANSCRIPT:

HANA (00:00)

Hi, Hannah Asafiri. What am I defining in the three or four rapid fire points? The meaning for life, I think, maybe I’ll start there, for me is whatever setting in whatever capacity that you leave those circumstances in a somewhat better predicament than when you found them. And that is, I guess, my foundational value for life, whether I find myself

 

⁓ one-on-one with individuals in social settings, advocating and or speaking to politicians, parliamentarians or the king or queen. That ultimately what drives me and what gives my life meaning is that. And sadly, we’re living in a world where ⁓ those tensions are much more real and require in us to take greater risks and responsibilities in preserving the very values.

 

that can ensure a better kind of fairer world. ⁓ And as women, think, which is the other layer, ⁓ being mindful of the profound inequality and the spaces that women have to navigate, also with it comes the opportunity for us to rethink how ⁓ better outcomes are possible through women’s contribution. So in a sense, the hope

 

for me ⁓ is what defines me and that is that the world can be better, kinder, fairer, more humane.

 

DI (01:37)

I’m Di Gillett and welcome to the Power of Women podcast. We’re a platform that showcases and celebrates the strength, the resilience and achievements of women from all walks of life. But today we’re going to ask somewhat a deeper question. What does it mean to be free? And that is something that so many of us literally take for granted. Or is it something more

 

that we need to explore around that? Is it the power to build a sanctuary for others, even if you had to burn your own world down to escape? This is a story of a woman who was told to be silent, to make herself small and to fit into a world that had no room for her spirit. It’s the story of Hannah Asafiri. In Melbourne, Australia, that name is spoken with a reverence usually

 

save for community heroes and culinary legends. But before she was a celebrated activist and a radical entrepreneur, she was a girl trapped in a cage not of her own making. Today’s guest knows exactly what it takes to find freedom, not just for herself but for countless others. Hannah Asafiri, welcome to the Power of Women podcast.

 

HANA (02:59)

Dear Lord, thank you, Di, and thank you for that amazing introduction. Gosh, I think I can leave now and that kind of sums it up. I’ll just not disappoint going further, but yes.

 

DI (03:11)

Well, I think the introduction deserves a bit of a deep dive because there’s one hell of a story behind that. So, but before we begin, could I just want to say when we spoke off air and I said to you, do we need to do a trigger warning about anything that we are going to talk about today? I’m going to pause there because your response, I think, says it all. Because You said to me,

 

life doesn’t come with a trigger warning.

 

HANA (03:44)

And it doesn’t. And sadly, for many in the main, women and girls and children, and this is commonplace, that these conversations, ⁓ it is really sad. They don’t come with trigger warnings. and yet they are so pervasive. They’re a common experience for many of us. That said, it is important, I think, for people to know that there’s support, there’s help, that these are conversations that

 

⁓ don’t and are not afforded the appropriate spaces to talk about them, that we keep them hidden and we keep the responsibility and the onus on those who endure violence and abuse and trauma and leave them to their own devices or therapy or whatever it is. But as a society, we don’t talk about them effectively. And if and when we do, we

 

cotton wool them with trigger warnings and if you want to leave, leave the room. Well, life isn’t like that sadly. And that way of discussing these issues I don’t think is making inroads into changing attitudes and the very drivers of these attitudes. We need to be able to talk about them matter of fact. We need to be able to talk about them honestly and shift the shame, isolation, humiliation,

 

that those who endure ⁓ feel and place it where it belongs and it is with those who perpetrate these acts. ⁓ so, yes, I come back to, of course, life doesn’t give you trigger warnings, but also let’s ⁓ reimagine how we as those of us who’ve lived life ⁓ can respond and have this conversation and define how we talk about it.

 

DI (05:19)

mmm

 

Yeah, thank you. Could we start with your story and delve into some of that today, Hannah? What was it like growing up where tradition and culture often overshadowed your spirit?

 

HANA (05:54)

I wouldn’t necessarily say it’s tradition and culture. think often times spirited children find themselves restricted by the conventions and the environments that they find themselves in.

 

DI (06:12)

she’s got nothing to do with that. That could be any of us.

 

HANA (06:14)

That’s right. ⁓ I think, you know, importantly, especially if you’re a young girl and then growing up to be a woman in a society that’s got clearly defined roles and, you know, you’ve got your predictable pathway to how, what you should aspire to and ⁓ marriage and children and all of that sort of stuff. And I think anything that exists outside of that is quickly tamed.

 

and dissuaded, we’re often dissuaded from, you know, the hair being camped, just having an honest expression of who you are. ⁓ And yes, with that, obviously different cultures have their own traditions and rituals that further contain, absolutely. So for me, growing up in a culture,

 

DI (06:50)

I’m out of here Hannah.

 

HANA (07:09)

initially in Australia, but then we moved, my mother’s Lebanese, my father’s Moroccan, we then moved to Lebanon for a time and it was during wars and ⁓ really high-stakes settings, but the contrast between Australia and Lebanon in the gendered roles and the expectations of women and girls was for me really confronting. ⁓

 

necessarily restricting ⁓ more the hypocrisy of the expectations. it? ⁓ Probably neither. think I was curious about who makes the rules about these. It was absurd. I think more than, there was an absurdity about men and boys moving in public spaces only.

 

DI (07:43)

confusing.

 

or confronting.

 

HANA (08:03)

and women being relegated to the domesticity of kitchens and houses and salons and whatever. And whilst in and of itself maybe to a child that would have been okay, but where it wasn’t okay is I was then expected to move in men and boys spaces to go and bring the food from the grocery store, get the bread and yet denied everything that came with it and all the freedoms that came with it. And I think that

 

then became my training ground for really pushing back a little bit and really formulating my identity around questioning why things the way they are, who makes these rules, because they were absurd. just were nonsensical. So it was more that.

 

DI (08:52)

Yet you found yourself, as I understand it, in an arranged marriage despite the fact that you had this strong sense of what was fair for the guys and not fair for the girls.

 

HANA (09:06)

So yes, arranged marriages and I think this is where I guess when, so we moved from Lebanon back to Australia and ⁓ in that space ⁓ my mother did not integrate and certainly back then, I’m talking 40 years ago, 50 years ago even, the integration of communities and cultures was not as sophisticated as it is now and still now it’s quite inadequate.

 

But back then, it was worse. So mum lived inside the four walls of the home and became more and more depressed and more and more isolated, more and more, and her sense of marginalization and understanding of the world was limited to the four walls. And from that space, I go back to she did her best in her care.

 

⁓ Sadly, part of ⁓ her way of extending care ⁓ was to go back to what she knew, and that is to organise and arrange a marriage for her children. But again, later we can talk about that if or if not. ⁓ The conditions around which I was married were ⁓ very difficult. They were a consequence of sexual abuse.

 

And the only way in her isolation, my mother knew how to deal with the reputational damage, what that would mean for my other siblings in young girls being marriageable or otherwise. So like many cultures and traditions, sweeping under the carpet, getting rid of the problem, marry her off. And I think whilst

 

Now I understand and certainly forgive. It wasn’t okay for the little girl that was me and nor is it okay for many others. I also think where these circumstances were allowed to happen, I was married at 15 in Australia.

 

And Australia allowed it at the time, again, because we find ourselves wanting to be culturally sensitive, wanting to ⁓ embrace different cultures. But when that approach lacks a gendered understanding, we then default to going to the men, hey, what are your issues? How do you, what is it that you need to feel that you belong in Australia? And all these…

 

DI (11:38)

Hmm

 

become complicit as a country.

 

HANA (11:53)

And the people that are defining those cultures, of course they’re going to define them from their perspective and from their privileges. So as men who have been the ones that are consulted over the years, they have said, well, you know, our culture requires that we are allowed to marry our children young, provided there’s guardian consent, et cetera, et cetera.

 

Governments, whilst well-meaning, and societies, whilst their endeavor is to ⁓ be inclusive, I think those issues, unless they’re informed by the intersectional experience of women, and unless women contribute to what defines those cultures, then in the end they land on the bodies, sadly, of women and children who

 

deal with the impact and consequences of the layered, for lack of a better word, misogyny, the layered ⁓ societal issues that we have to navigate. And I think for me, I try to understand many years later my arranged marriage within that context, instead of just blaming my mother or the government for allowing it, or the Imam for marrying us, or whatever it is. ⁓

 

And I think it’s actually freeing when we can understand our place in the world and begin to agitate for change so that others don’t have to endure.

 

DI (13:31)

What happened between the relationship between you and your mother early on? it, was that a point of friction?

 

HANA (13:39)

Absolutely not. And you know, sadly, I loved my mother dearly and dearly. We’d never had a fight our entire life. And the level of empathy was probably too close even. ⁓ And we as children, probably like many children of migrants, we become the adults. We become the doctors, the interpreters, the translators.

 

DI (14:04)

All the things that care

 

HANA (14:05)

That’s

 

right. And because especially that they can’t move freely in society, we then take on that role. And in that role, you’re not allowed to be a kid. In fact, you can’t be a kid. with mum, interestingly, she now passed. But I’ve always had this thing that, you know, she did her best, she loved us, she, in her own understanding of the world.

 

and simultaneously holding the experience that it wasn’t good enough, that ⁓ as a young girl who was hurt and harmed by some of those decisions, and then how do we, if we arrive at that place, how do we forgive?

 

DI (14:52)

You’d built a strength of character though as a young girl in Lebanon being frustrated for want of any other word of seeing what was the gender difference of what the boys could do versus what you could do. How did you then bring that strength of character and perhaps view of injustice into an arranged marriage and actually

 

Were you again diminished or did you find your voice in the marriage early?

 

HANA (15:27)

Well, sadly, the marriage was profoundly violent from the very outset, in fact, from the wedding night. And I did write about it and was mindful in writing about it also not to associate arranged marriages with violent marriages. I think there is a distinct difference. Some arranged marriages can be good.

 

And some, obviously, marriages that aren’t arranged are also violent. So I don’t think the issue is arranged marriages per se. And yet this guy, I mean, there was absolutely nothing in common. We had no compatibility. was somebody who, you know, we started by saying, I ask why, why is the world the way it is? Why isn’t it better?

 

and his mode of, know, was about it’s my way or the highway. And I was never, for many reasons, I was never going to be the person that just thought, well, that’s okay, it’s your way. And I was young and I was 15, he was years older than me. So communication was just not at all. ⁓ And his mode of…

 

communicating and relating was extraordinarily violent at every turn.

 

DI (16:58)

And you would have had any life skills to deal with that at that age?

 

HANA (17:01)

None. And on top of it, you know, we’re Muslim, raised Muslim, and I think I was one of the first Muslim young women in Australia who was really pushing back and seeking a divorce. In fact, I called my mum the night of my wedding after the initial act of slap across the face and said, get me out of here. What is this? no, no, no, no, we can’t. And what will people say in that hole?

 

And you know, you then become exposed to culture again, this culture that’s defined by somebody obscure that says, you must remain, you must endure, you must persevere, you must not provoke, and all that sort of stuff. So, you know, I left him four or five times and …

 

In that and during that time and I think what’s been really good for me and What’s given me endurance, defiance, resistance, resilience, whatever it is, is the kind act of strangers, people you never expected. Like the woman at Sussan who I would come in every day once he would leave and go to work and

 

I would jump out the window, literally, I was young and agile, could jump out the window and headlock the doors and I’d go, yeah right, ⁓ and go up to the local Sussan store and every day would imagine a world and a possibility that wasn’t the horror that I was living. ⁓ And like most people I think who live through violence and trauma, we dissociate.

 

For me, dissociation was also a positive thing because it allowed me to imagine a world ⁓ that was possible. and in that world I kind of really cultivated an alternative to the horror. ⁓ And the random strangers who existed in that world, the woman at Sussan who every day knew I would come in, jump out the window, come in. ⁓

 

And she would know I would never buy something. I never had the money, never had the means. He never gave me any and didn’t work and, you know, I children. And she would say, hello, can I help you? Every day as though I was someone new. I didn’t annoy her, even though I said, can I try this on, can I try that on? And began to wear jeans that I wasn’t allowed to wear and tried all this stuff on every day. And she, you know, did not tire from.

 

going, hello, can I help you? And I think to women like that and individuals like that, you have no idea about the impact you will have on the trajectory of somebody’s life. Act of kindness, not from people that are expected to be kind, but from random, whether it’s your teacher who goes over and above, whether it’s a stranger who says, you okay?

 

DI (19:58)

Through an act of kindness.

 

HANA (20:12)

whether it’s, And they’re the ones that I think are profoundly important in and through the experience of those of us that have at times been isolated and been violent. Absolutely, an important one.

 

DI (20:24)

It’s a memory that you hold. Yeah.

 

Absolutely. Yeah. Okay. Well, coming up, we’re going to talk about more about how Hannah became a beacon of empowerment and social change.

 

If you’re loving the Power of Women podcasts, be sure to jump onto our YouTube channel and hit that subscribe button to ensure you never miss an episode.

 

So Hannah, leaving the marriage wasn’t easy, but what it did expose for you was that the system was really failing women. What did you find?

 

HANA (21:03)

Look, absolutely, and I think, I mean, I wish there were other alternatives for me at the time, and I look back at some of those experiences, and they are heartbreaking, that there aren’t any real and meaningful options for women to be safe and free of violence and trauma. ⁓

 

in leaving whilst it was very difficult and multi-layered, you know, from the control of violence within the home to then the societal control that says you can’t leave, you are defined by being a divorcee or in our culture you can’t, or in our faith it is not a possible option and all those things. And then the legal system who deems you fit or unfit.

 

to care for your children without recognising the life that you are enduring and experiencing through and with a violent partner without understanding the consequences of that. You are deemed based on having left a certain way or then you are defined and judged by those events. So I think the…

 

At every level, individually, at a societal level, at a cultural level, at a legal institutional level, women have failed repeatedly. And I think it’s understandable why women stay and why the revolving door scenario women return. With that said, it’s then no surprise. I then went on to work in women’s services and for 13 years my life was

 

and continues to be, but in that iteration committed to law reform, to changing some of the interventions, at least at a social level, to shifting and challenging some of the attitudes that enabled and allowed violence to endure. So I did everything from working in direct service, picking up the phone, speaking to a woman in crisis, to then

 

looking at effective models and responses to women who are escaping violence and abuse, to even sitting on government, national, state level on advisory boards talking about this issue. And thankfully, and still inadequately, but certainly thankfully, law reform and the recognition that this isn’t just a domestic.

 

At least those conversations have changed. We’ve still got a very long way to go. But we’re certainly not where we once were.

 

DI (23:54)

Did your mother get to live to see you do this work? ⁓

 

HANA (23:58)

Yes,

 

yes, yes, yes. My mother got to live not only to see me do this work and often, you know, working with other younger Muslim women in similar predicaments at times and really challenging and rewriting traditions and customs ⁓ and slowly also watching the transition and change of some of my mother’s attitudes over the years. And my father.

 

And then obviously opening the Moroccan soup bar and ⁓

 

DI (24:34)

come to that because I want to talk about that.

 

HANA (24:37)

In

 

the domestic violence sector and responses, guess for me, the lens and the experience has always been about those on the margins and those ⁓ who the system fails and continues to let down. And I think not through ⁓ ill intent at all, yet the system continued to let down. ⁓

 

because it’s established in a way that is a band aid to the problem. is not.

 

DI (25:08)

It’s not addressing the cause. ⁓

 

HANA (25:11)

And I think after 13 years, there was one incident where a woman phoned in with two children and we’d exhausted every option. And back then there’s only transitional housing and crisis housing and hotels and there was nothing available. And she said, I’m out on the street. I have two children. I need somewhere to go. And I couldn’t find anywhere. And we had nothing available to her. And I was told that I’m supposed to say.

 

there’s nothing available. Now for me that was personal. It was a profoundly personal, relatable story. ⁓ And that was the defining moment for where and how the Moroccan Super was established.

 

DI (25:54)

Ah. Well, we had on the podcast a few weeks ago the CEO of the Why Do We CA Australia, Michelle Phillips. Yes. And talking specifically about homelessness for women and that the cohort now that super surpassed the over 50s is now the 25 to 38 year olds through largely domestic violence.

 

And whilst we’re yet to know if anything will come of it, ⁓ from that podcast I had somebody reach out through the website only the other day asking could we connect them with the YWCA because they want to invest in women’s housing. hopefully that becomes a call to action and something that

 

HANA (26:47)

And I mean, just some basic re-imaginings. ⁓ Because at the moment, for all the measurable indicators, the indicators is that gender-based violence is going the wrong way.

 

DI (27:05)

Yeah, well we can see it in the statistics every day in the news. It’s tragic.

 

HANA (27:10)

And a lot of people say, yeah, it’s because women report more. No, that’s not true because the measurable indicators are sadly the brutal end to domestic violence, which is murder. Those numbers are going up and they’re not a perception. So if these are the indicators, then there’s something amiss in the way we are responding to the issue.

 

DI (27:38)

and to your point, band-aiding it rather than addressing it at the root cause.

 

HANA (27:42)

And I simply say some basic things and when we talk about the Moroccan Soup Bar, for 25 years we have unwittingly and organically evolved the model that women don’t return at all. Not one woman has gone back to a violent partner in 25 years at the Moroccan Soup Bar. Not because there’s something magic about us, not because we’re amazing, but because I think our response is needs driven.

 

DI (28:12)

Yep.

 

HANA (28:12)

⁓ It organically evolved around the enduring needs of women, not just the crisis itself, but the ongoing needs like housing, upskilling women.

 

DI (28:24)

So tell us, where did the soup bar start, the Moroccan soup bar? It is your baby.

 

HANA (28:27)

So,

 

that day that I had this woman who said, you know, I need somewhere to go and there was nowhere for her to go and to me I found that extraordinarily difficult to accept. There’s always an option and there should be. If there isn’t, there should be. ⁓ I would have taken her home, you know.

 

But obviously worker safety and wellbeing and you’re not allowed to and you have boundary issues if you did and whatever. There’s always a solution. has to be a solution. Anyway, so driving home in that state, there was a sign on the side of the road saying, Felice of a shopfront on St. George’s Road. I pulled over and phoned the agent and he happened to be in the area and showed me through this

 

space. ⁓ It was carpeted. It was absolutely nothing and it was a derelict kind of strip. There was no other retail. So it was a thoroughfare St. George’s Road. And there and then I found myself haggling and brokering a lease deal, not knowing what it would be other than it would be a space that is safe, run by women for women. ⁓

 

DI (29:50)

because there had to be a solution.

 

HANA (29:52)

Absolutely. And this is, I guess, probably an important aspect of who I am and how I’ve navigated my life. I think women’s intuition is undervalued, in fact, often judged. And our intuition, ⁓

 

DI (30:09)

could not agree more.

 

HANA (30:17)

you know, is being made to, ⁓ put that aside. It is about reason, it’s about a plan, it’s about ⁓ everything with an end game. so we prioritise reason and everything that is quantifiable over intuition. And for me, what’s held my entire life in good stead and what’s never harmed me.

 

DI (30:29)

not always

 

HANA (30:43)

society harms me, and individuals and cultures, ⁓ but your own intuition, if you allow it and get in touch with it as a barometer, will never put you in harm’s way. And I think women’s intuition, reinvesting in it and re-trusting it as women is probably one of the best things we can do for ourselves. ⁓ Now, the difference is, sadly, intuition doesn’t have a plan. It just says,

 

take that step. We don’t know what will happen, but trust and take that step. And from that step, wherever you are, intuitively, you will know where the next step is. And your life will organically and authentically unfold. The issue is you can’t then take that to a bank and say, fund this intuition, because I want to open up a place and I know it’ll work. And I did, in fact, go to the bank and they went, yeah, no.

 

DI (31:44)

Talked to nearly any trailblazer or entrepreneur, intuition will have been what drove them.

 

HANA (31:51)

Yes. ⁓ And I think intuition should be part of the story. I’m not saying it’s the only story, but certainly for me, in every major life-changing and defining moment, it has been intuitive. ⁓ You know, I believe in theories, energies, vibes, ⁓ as much as everything else that is tangible. ⁓

 

DI (32:18)

But you know how to tap into it. Not everybody does.

 

HANA (32:21)

I’ve had to. It is that space that’s kept me safe. ⁓

 

DI (32:27)

It’s been your imagination that would have emotionally kept you safe years ago.

 

HANA (32:33)

And I’ve learned, and in that sense, I’ve been really, really lucky that, you know, that the circumstances didn’t define me, but that I’ve found a way to navigate through, kind of just being in yourself and looking inward.

 

DI (32:49)

So how is the Moroccan Soup Kitchen supporting women and fulfilling the dream that you identified through intuition that day?

 

HANA (32:58)

Yes, so what I thought is it would be a place for women to be safe. And then the next layer of that is society often and certainly in our cultures, women are conditioned in kitchens often. ⁓ And they are rarely rewarded, remunerated or supported or valued for that work. It’s often work that’s exploited, that’s part of the expectation of what we do. ⁓

 

And then you look for a real job. And then I thought, what if we flip that on its head a little bit and we started where women are at, what they know how to do. And they know how to be in kitchens. Bring them in. Here’s a kitchen. And we know how to do hospitality and certainly in our culture. mean, we’re… So we thought women…

 

DI (33:43)

Morning kitchens.

 

HANA (33:49)

in a kitchen and we would offer up the, and I’m vegetarian, so we would make it the best possible vegetarian food ⁓ served up to Melbourne, cooked by these women. And for me it was also really important not to make the story about women, that women’s dignity was important, that the story is about this is a food place of Moroccan vegetarian food. Back of house it had a different story.

 

DI (34:15)

Yeah.

 

HANA (34:15)

because it’s not a charity. Women don’t need pity and charity. What they need is pathways and opportunities. ⁓ so at least I knew enough to separate the two. And front of house, this was for all intents and purposes, something that was grounded in our culture, that was being offered up to Melbourne as an alternative to vegetarianism, which at the time, you know,

 

DI (34:41)

Yeah.

 

There wasn’t much there.

 

HANA (34:46)

sauce and I valued

 

the integrity of flavors and had experimented over the years because I’m vegetarian, turfing the meat and chicken and putting potato and chickpeas. So I’d experimented for myself because I was familiar with a palate that is rich in flavor. And then, you know, the women came and ⁓

 

gave him a few recipes and said, is what we’re cooking and it’s vegetarian and it’ll be like this and we opened the Moroccan soup bar genuinely in good faith. 1998, pre-internet, pre-…

 

DI (35:21)

What year? wow.

 

Pre social media. Pre any of it. Yeah, wow.

 

HANA (35:31)

In the hope that, you know, and everybody at the time, absolutely every single living human being said to me, what are you doing? This is insane. What do you know about hospitality? And you’ve got a good job. You’re a coordinator of an organization. What? And I thought, no, something in me intuitively ⁓ thought not that

 

it would be and become what it has, but that I needed to do something that was different to the system that was a revolving door bandaid. How and what that looked like I didn’t know and trusted that it would be okay. Whatever it is, it’ll be okay.

 

DI (36:16)

What’s happening back at house?

 

HANA (36:18)

So Back of House, ⁓ women and to this day, I can tell you, we’ve never advertised for staff. And Back of House, is a space for women ⁓ to disrupt the cycle of violence initially, but then to look at and walk alongside them on whatever their journey is, whether it’s from basic language to up-skilling to developing.

 

you want to be a chef, want to whatever it is, you want to be a childcare worker, to walk alongside their journey, housing, childcare, and all those tangible things along the way became evident and we organically together reimagined solutions. So housing, coming back to your housing in the YWCA, women would say, okay,

 

DI (36:54)

This is

 

HANA (37:14)

I could never ring up an estate agent. I don’t have the references, don’t have the means to live alone and compete in private rental. Public and social housing needed five years to get into. So we would come together and I would say, listen, I’ll call and over the years we’ve got to know many real estate agents. Some of them are amazing. And what I would say is, I don’t want you to give her the house, but what I want you to do is I will guarantee

 

this application at least get a look in. And in their application often women will say, how about we live together? To other women. And how about I’ll look after your kids when you’re working, you look after my kids when I’m working. And that way they deal with the prohibitive childcare costs, ⁓ housing.

 

DI (37:46)

Yeah.

 

HANA (38:09)

They share the cost of housing and on top of it, the other layers of support, they validate one another’s experience. So they don’t end up going back. And I think they’ve been part of the success story of the Moroccan Super. And then on top of it, we identified. So that was the immediate need. And then we identified, okay, so what do you want to do if you want to springboard out of here to wherever else? And some would say, I want to do childcare. I want to do, ⁓

 

DI (38:23)

tested.

 

HANA (38:39)

advocacy, whatever it is, I want to be a patisserie chef. So we then formulated arrangements with Box Hill Institute and others to upskill these women. And the biggest problem sadly again is when people are not in touch with the lived experience.

 

They’ll say, there’s an option to upskill, get them to apply, here’s a course funded by government, la, la, la. Okay, but it competes with putting food on the table. If any woman is to take up that option, she has to take six weeks out of her income earning capacity to do that course to then be upskilled. And often, it’s not that women don’t want to. So I paid for their training as part of their time at the Moroccan Soup Bar.

 

DI (39:23)

prohibitive

 

HANA (39:30)

And often we would bring the training in and the hours are paid and there’s a ⁓ synergy between, I think, women, the courses that they are learning. And then they can see a vision and an outcome, an endpoint. It’s not just, here’s your accommodation to disrupt the crisis, now go fend for yourself, which is how sadly the system is made. And I think that’s been the successful

 

⁓ part of transitioning women and challenging quietly at times and at times more overtly some of the assumptions that are the very drivers of violence and gender-based violence, assumptions around female genital mutilation, for example, or assumptions around should women endure and stay and persevere in some circumstances or ⁓

 

you will have to defy your parents because, you know, we’re supposed to afford them respect, all those kind of things. When challenged from a place of knowledge ⁓ and when we can put aside superstition and culture and tradition, but come back to the very premise of what it is to be a decent human being, even a person of faith, then I think we can rewrite.

 

some of those outcomes and the Moroccan soup bar has been there for women back of house and the other thing that at the Moroccan soup bar not one woman has walked in the door knocked on the door and said I want a job and I’ve said no to and often we don’t need staff.

 

DI (41:13)

So have you been self-sustaining? Can I ask that? have. whole time.

 

HANA (41:16)

 

whole time. And I love that because it gives you the freedom to

 

DI (41:23)

You’re not beholden to anybody else’s.

 

HANA (41:25)

Nobody’s agenda, nobody’s criteria. It is simply the criteria of making the circumstances a little better for those we stumble across. And then obviously front of house, it grew into many over 26 years, many social causes became evident ⁓ and required us to take a stand like ⁓

 

DI (41:37)

It’s even more fantastic.

 

HANA (41:53)

our relationship to First Nations communities, how we can be allies, how we can take the responsibility beyond just acknowledgments, ⁓ to being effective allies in those conversations, the climate emergency, how we can reimagine plastic, polystyrene, all that sort of stuff.

 

DI (42:14)

So cultural limitations are irrelevant in any of this? Absolutely. You’ve diversified.

 

HANA (42:19)

Well, because I go back to, for me, kindness, compassion, justice, fairness, all those things, they’re a perspective. They’re not cause specific. And they can’t be just when it’s convenient, I’m only talking about this group. No. That no matter where they are and what you come across and you’re confronted by, that perspective is my responsibility to enact. So…

 

You know, same-sex marriage, all of those issues as they ⁓ became apparent over time and became social conversations, we took a stand on and our community, ⁓ and I often say I feel like a surrogate aunt.

 

DI (43:03)

I bet you do.

 

HANA (43:05)

community. And it’s not just North Victoria, we became a destination place, everybody came, it’s so humbling. ⁓ But with it, people, and I think it reaffirmed this idea that if you build it, they will come. Quirky as it may be, unconventional as it is, that it resonated with ⁓ the betterment of who we are. And a community was not only forgiving,

 

of, you know, at times some of the girls spilt tea on people. We’re not from hospitality. The food was great, always. ⁓ We never compromised on the standard. And yet people found themselves drawn to a place that was refuge to those values, I think. And no matter who you were, the richest

 

⁓ and or the most marginalised or homeless, you were afforded the same dignity and the place was yours. and I think that affirmation back from community, that kept us buoyed and it certainly allowed us to endure through COVID and… ⁓

 

DI (44:04)

Meh.

 

You’re

 

busier today with the activities that I will call back of house than front of house by contrast.

 

HANA (44:30)

So obviously I’ve written a book, in the book it’s also a deliberate contribution, I think, to bearing witness to our times in what I find that we are hostile to and repealing some of the gains that women have made over the years. ⁓

 

DI (44:32)

Yeah.

 

HANA (44:57)

That to me feels like it’s got a lot of momentum and pushback from the highest office of the land to some social media influencers or whoever it is. that conversation around putting women back in their place ⁓ should have remained in the history books. And yet, ⁓ we’re talking about abortion rights again, we’re revisiting ⁓ attitudes that I just find extraordinary.

 

And that gave me the impetus to write about, I mean, we call it a memoir. It is called The Audacity to be Free, but to reimagine freedom. And, you know, if I had to write my life story, I think it’ll be a thousand page and that’ll only be the beginning. But I did pick snippets of my life that spoke to these issues.

 

in the hope that they can resonate with and contribute to a conversation that we are having at the moment as a country on gender-based violence and how to engage all of society. Because this to me isn’t a women’s problem, nor is it a men’s problem. It’s our problem. And sad to say we all contribute.

 

to upholding attitudes through our silence and through what we say ⁓ that form part of the drivers. And the other thing I think is also important and ⁓ doesn’t really have a lot of space is that not all men are wholesale to blame for violence against women. And we unwittingly do this because we’ve left the field, we’ve gone

 

No, violence against women is a gendered problem. Yes, it is, but not all men are perpetrators of violence. all perpetrators are perpetrators and we need to really have better systems of accountability for that, absolutely. And at times even, dare I say, remove the man. Keep an eye on him, remove him, don’t disrupt her life and children anyway. Absolutely, and simple. And the other thing,

 

DI (47:15)

Wouldn’t that be novel?

 

HANA (47:21)

The men who are not perpetrators, they are our allies. Engage them in a way. Don’t, I mean, we’ve backed, sad to say, from what I’ve seen, men into a corner of not knowing how to be and what to do. And at times, equally, not all women are wholesale victims of violence, because even unwittingly, and at times overtly, but unwittingly, ⁓

 

DI (47:24)

Absolutely.

 

Yes, I couldn’t get him on

 

HANA (47:49)

You know, men like Trump were once boys in the home. Given legitimacy, What we ask our sons and daughters are different things. What we expect and allow for sons and daughters are different things. We are complicit also in

 

…the very attitudes that enable, because when boys grow up in households, and they’re not just the domain of women, both men and women, in what they witness, ⁓ and then it’s reinforced at a social setting, in schools, our boys will be boys, they play like… …and then it’s reinforced in politics, even in our political settings, that whole adversarial have-a-go toxic culture…

 

DI (48:25)

See it on the school bus.

 

I’m

 

that at the moment and it’s a reminder that it’s been going on for a long time.

 

HANA (48:47)

So let’s invite and engage ⁓ decent men in ⁓ being part of the solution, as well as, I think, women in all our roles and responsibilities, also reimagining and questioning some of the attitudes that we uphold. ⁓ which

 

you know, I think, are contributors, our attitudes towards men and women and boys and girls and non-binary people and prejudice and all of it. ⁓ These are the drivers. Yes, governments have a role and a responsibility and must address better institutions and systems and legal responses, ⁓ but it would be remiss of us not to look at the attitudinal drivers. ⁓

 

and engage men because I think we’ve left the void and that void has been filled by the Andrew Tates and others. The solution, the one thing I would say is at the moment we’re trying to second guess ourselves a little bit and kind of go, yeah, men need to be part of the solution, let them do the men’s shed and no. The solution has to be driven by women, supported by men.

 

DI (49:49)

That’s right.

 

HANA (50:09)

That is the only way those solutions are going to be effective. They need to be defined and driven by those who endure and experience the issue as allies with taking responsibility for the privileges they hold in society as our allies. So I think the solution to me is not impossible. In fact, it’s probable if we allow and make space for

 

⁓ a reimagining and that flagpole of a vision where society is freer for everybody to live with dignity and respect.

 

DI (50:49)

Thank you, Hannah. And if I wrap that up in a bow, The most salient point out of that, I think, to share and reinforce is the solution is created by women but supported by men. Absolutely. I think that’s it in an absolute nutshell. What an absolute pleasure and a privilege to speak with you today.

 

I will ensure that we add the details to the Moroccan Soup Kitchen in the show notes and a link to your book, The Audacity, to be free. And be sure to share this episode because this is a really important episode on so many levels. It touches on so many of societal challenges today and there won’t be anybody in your orbit that this isn’t relevant for, so please be sure to share it.

 

You can catch it on all of the ⁓ audio platforms and on YouTube. Until next time.

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Moroccan Soup Bar

 

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Why Women Shouldn’t Have to Do the Heavy Lifting Alone: Advocate Together

Why Women Shouldn’t Have to Do the Heavy Lifting Alone: Advocate Together

Can’t tell you how damn refreshing it is to have a male guest who is a champion for women – and one who advocates why women should not have to do the heavy lifting alone.

We may be shoulder to shoulder in today’s workplace — but that doesn’t mean the playing field has always been level. For some, it still isn’t.

But we don’t have to be defined or limited by the past. The question is: how do we thrive better together?

This week marks a first for the Power Of Women Podcast — our very first male guest, Wade Kingsley. Wade is a creative entrepreneur, mentor, and the founder of The Creative Coach. He’s spent his career helping people unlock bold ideas and back themselves. Together, we explore creativity, ageism, and gender dynamics — and explore how men and women can work and thrive better together.

 

In this, thought-provoking episode, we explore:

 – Why creativity and confidence are inextricably linked

– The role men can play in championing female leadership

– Ageism, gender dynamics, and the importance of finding a supportive network

– Reskilling and embracing new technologies

– How the workplace is shifting — and why collaboration matters more than ever.

 

Wade doesn’t just talk about empowering women — he’s actively doing it.

“It’s all very well to rant about it on a podcast — but you have to walk the walk… I’m hoping through some of the initiatives that I work on, that’s how I can make a difference.”

 

New episodes drop every Monday to power your week.

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💬 Change happens when bold women and supportive allies work together. Share this episode with someone who’s ready to be part of that shift.

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Lindy Joubert | A Rich Journey Encompassing Art & Philanthropy

Lindy Joubert | A Rich Journey Encompassing Art & Philanthropy

Some people just seem to pack more into their lives than the average, and Lindy Joubert is one of those people. Lindy joins Di on the Power Of Women podcast, and with a healthy dose of humility, shares her rich life journey.

Lindy Joubert engaged in UNESCO Observatory capacity building projects using the arts, crafts, architecture in the Cook Islands; Papua New Guinea; Kenya, Africa; Finnish Lapland; Timor Leste and Indigenous Australia. She has had over 40 national and international exhibitions of paintings, six in New York City. She is Editor-in-Chief of the UNESCO Observatory bi-annual peer reviewed e-journal; series Editor-in-Chief of the UNESCO Observatory Global Village Reading Series; writes and presents research papers and her edited book “ Educating in the Arts – the Asian Experience, Twenty-four essays” has been published by Springer, 2008 and is currently preparing a sequel: ’Educating in the Crafts – the Global Experience’.

Quite the CV. Lindy’s genre as an Artist is Magic Realism. Still travelling internationally up to six times a year, leading the publication of major series of books for the World Craft Council and working on improving her French, Lindy is not slowing down in the foreseeable future.

Ep.31 Cassandra Heilbronn | Trailblazing Millennial Expat  – Lawyer to Saudi CEO

Ep.31 Cassandra Heilbronn | Trailblazing Millennial Expat – Lawyer to Saudi CEO

Possibly the youngest Family Office CEO in the world … & female. On this episode of the Power Of Women podcast, Cassandra Heilbronn joins Di from Saudi Arabia to share how she went from Bundaberg in Queensland to an expat woman in Riyadh, and smashed the glass-ceiling. Quite the journey when compared to moving to Brisbane with only $400 in her bank account to start her Law Degree. Her first board appointment was at 31, she has been the recipient of a number of awards & accolades including the Top 20 under 40 in 2017 in Australia, and from a distinguished career as a lawyer in Australia and Saudi Arabia, was appointed the CEO of a private family office in 2021 at 36 years of age. Today, she overseas global operations, investments and the strategic direction for the Family. Despite her incredible career trajectory, Cassandra is a dynamic leader who balances ambition with humility. Listen in to how she achieved it.

Cassandra Heilbronn