Why Women Are Ditching 9–5s to Build Purpose-Driven Product Brands With Nicole

She Who Dares, Wins.

EP:76 In this episode of She Who Dares Wins, Michelle sits down with Nicole, ex-Head Buyer for ASDA and Primark, who walked away from a dream job and paycheque to build a business on her own terms. Now the woman behind The Buyer and Retail Coach, Nicole supports female founders in the product space to go from side hustle to scaling success. They talk side-stepping into entrepreneurship, the myth of the ‘big leap,’ and why showing up—even when it’s messy—matters more than having it all figured out.

Key Timestamps:

00:00 – 05:00

▶ From Corporate Queen to Founder: Nicole shares why she left a secure, high-flying job in retail to follow her vision.

05:00 – 15:00

▶ Start Smart, Not Reckless: The power of side-hustling, how most women ease into entrepreneurship, and the financial safety nets that matter.

15:00 – 25:00

▶ Confidence, Customers & Community: Why showing up (even imperfectly) builds trust, and how emotional connection sells more than any product ever could.

25:00 – 35:00

▶ Retail Is Changing – Are You?: Nicole breaks down live shopping, SMS marketing, and how brands can sell smarter without a huge budget.

35:00 – End

▶ Reality Check & Final Wisdom: Why running your own business is hard—but worth it. And why regret should never be louder than your dreams.

Key Takeaways:

• You don’t need to quit overnight. You can build while you earn—smart moves over martyrdom.
• Most of Nicole’s clients are women who start during maternity leave or burnout from corporate.
• Visibility + consistency = opportunity. The clients, press and deals come when you keep showing up.
• Your business isn’t just product—it’s the emotion behind it. Build connection, not just inventory.
• Tech like live shopping and SMS is changing the game for small brands. You don’t need a shop front—just a smartphone.
• You can absolutely do hard things. But first—you have to decide to start.

Connect with Nicole:

• Instagram: @thebuyerandretailcoach
• Podcast: Start Scale Succeed
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