In this episode, Kate and Sam welcome special guest Joanne Ross Wells, founder of JRW Bridal, an established custom couture bridal brand in Perth, WA. Joanne shares her journey as a global citizen from growing up in Rhodesia, spending time in London and the USA, being born in New Zealand and immigrating to Australia eight years ago. Jo then built her successful business from the ground up.

Joanne opens up about the significant curveballs life has thrown her way in recent years, including major health setbacks and family challenges. She reveals the crucial business shifts she was forced to make, like outsourcing production and learning to delegate, which ultimately led to unexpected freedom and growth.

This conversation is a must-listen for any entrepreneur struggling with work-life balance, the fear of outsourcing, or tying their personal identity too closely to their business success. Joanne offers powerful lessons on shifting your mindset from "sales" to "service," embracing continuous learning (especially in social media and AI), and the importance of finding your purpose beyond the bottom line.

Episode Highlights:

• The Global Citizen Entrepreneur: Joanne's fascinating heritage (Scottish, South African, born in NZ) and how it influences the global flavour in her design collections.
• From Lingerie to Couture: The evolution of Joanne’s creative journey, from making lingerie as a farmer's wife in Zimbabwe to studying fashion design at age 40.
• Learning to Dance in the Rain: How Joanne navigated multiple major life challenges (health, family struggles) and structured her business to prioritise relationships over work, thanks to being her own boss.
• The Freedom of Letting Go: The pivotal moment when Joanne realised that outsourcing production was the necessary path to gaining empty space for creative ideas and avoiding burnout.
• Identity Crisis in Business: Why entrepreneurs, especially women and personal brands, often struggle with wrapping their self-worth around their business success (and Sam and Kate share their own identity shifts).
• The Power of Purpose: Joanne's discovery that reading reviews and focusing on the positive impact she has on her brides' wedding days is enough to drive her, shifting focus from ego to service.
• The Key Mindset Shift: How Joanne overcame being a "shocking salesperson" by changing her focus from "sales" to "service", always seeking to be of service to the bride.
• Navigating AI & Innovation: How designers are embracing new tools like 3D body scans and virtual try-ons, and why expertise and wisdom remain crucial even with advancements in AI.
• Niche Networking: Joanne's advice on shifting from broad networking to focused, niche relationship-building with targeted referral partners (like photographers and venues).
• The 10,000-Hour Rule: Why founders must develop core skills (like pattern making or production) before outsourcing to maintain quality control and avoid getting burned.

Are you ready to stop wearing all the hats in your business?

Joanne’s journey proves that delegation is the key to scaling and surviving challenges. If you're ready to outsource and streamline your systems, connect with our co-host Sam!

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [email protected]

Sam Morris | Digital Systers 🌐 Website: https://www.digitalsysters.com/ 📱 Instagram: @sammorris.businesscoach