Celebrating SA’s girl power: Meet the faces behind Adelaide’s most inspiring all-female work places
Chef Jeanie Walker has experienced the highs and lows of being a woman in a male-dominated industry. After a number of years feeling disrespected in the workplace, she did something about it.
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From a leading divorce lawyer, to belly dancing extraordinaire, model-turned-advertising-queen and native food connoisseur, “kick-arse” South Australian women are showing just how brightly girl power can shine.
The industry stalwarts are more than doing it for themselves, inspiring a new generation of foodies, tradies and office professionals in the all-female workplaces they’ve created.
There is even a dynamic duo of sisters who lead a suburban manufacturing hub, leaving no doubt in 2024 girls – just like boys – really can do anything they dream of.
Chloe Mattner, The Gator Club
She may only be aged in her mid 20s but Chloe Mattner is already well established as a baking sensation and “hostess with the mostest” in Adelaide’s inner east.
The 26-year-old is successfully juggling three growing ventures – baking business, Chlo’s Vegan Club, coffee van Later Gator and bricks and mortar cafe, The Gator Club on Payneham Rd at College Park which also sells its own line of merchandise.
The warm and friendly young businesswoman who has an all female staff of 10 says there are days she still finds it hard to believe what she has achieved the past few years.
“I’d always wanted to start a cafe but never thought I would be able to do it when I was young, I thought it would be an after retirement thing,” she says.
“But it was basically due to Covid … I’d been working in hospo and doing my own little baking thing on the side which snowballed (during that time).
“There is a fabulous cafe called Cherry Bomb Cafe and its owner, Tanya (Schroeder) asked to stock my brownies … we just kept baking – and growing.
“I finally opened up the coffee van … suddenly, in 2022, I had a cafe.
“I don’t really know how it happened to be honest … when I hear people talking about (the cafe), or I see someone wearing one of out T-shirts in the wild, it is such a bizarre experience that people genuinely want to come and be at a place I created (but) it makes me proud.”
Ms Mattner says the fact all her staff are female is “kind of a mix of conscious and organic”.
“I don’t know, it is just the way it is and I couldn’t imagine it another way really … it is such a safe space for all of us, no one ever feels uncomfortable … we sell goods from local makers and all of our artisans are female too,” she says.
Melinda Parent, Oranje Creative
From catwalk model – and former Miss Universe Australia Finalist – to an advocate for women in advertising, Melinda Parent has boldly opened doors for younger generations, both locally and around the globe.
She established her innovative, all-female “full-service” advertising agency, Oranje Creative, in Adelaide more than two decades ago, focusing since on changing how the traditionally male-dominated advertising world connects with and considers women.
“Oranje exists to serve women,” the mum of one says.
“Did you know that only 12 per cent of creative directors globally are female – or that 89 per cent of creative teams are led by men?
“Yet, 89 per cent of consumer decision-making is made by women.
“This is why I have always been passionate about establishing a full-service creative agency with an all-female team that speaks directly to women because we get it … it raises the aspirations for women.
“I feel so proud that Oranje Creative is helping to build a platform to champion all women – bucking trends, disrupting status quos, attempting the new and making changes to the old – wherever they work,” she says.
The creative guru moved into the advertising space after 15 years as a model, and working for labels such as Dior, Chanel, Valentino, George Gross and Harry Who, Carla Zampatti, and Zimmermann – a preferred model of David Jones.
In addition to leading her staff of five to drive a successful, multi-award winning business the Women in Innovation (WINN) board member has committed more than $1m in pro-bono work.
Rose Cocchiaro, Resolve Divorce
The founding partner of all-female law firm Resolve Divorce is described as “a true innovator and thought leader in the family law space”.
The passionate legal eagle and certified divorce coach says she felt compelled to create the unique Adelaide offering a decade ago “to right the wrongs she witnessed from years of litigation”.
“I felt resolved to start a business that brought about more equality, fairness and justice to the family law system,” she says.
“I’ve never been comfortable with common practice; like other challenging milestones in life, divorce is a crucial time where individuals need nurturing, support and positive guidance to move forward in a resolute way, with their wellbeing intact.
“I wanted to provide a resolution-focused approach to divorce that nurtures the overall wellbeing and personal growth of people and their families.”
Last year her firm was named Boutique Firm of the Yeaan at the Lawyers Weekly Australian Law Awards while the leading lawyer has been named “thought leader of the year” in the Women in Law Awards.
Also in 2023, the fierce advocate for women launched a networking and learning initiative aimed to bring together the state’s “kick-arse, hardworking and career-driven women”.
“Everyone in business has the same challenges, so it’s nice to find that commonality and camaraderie across different industries,” she says.
Jade Baxter, Bamboogoo
Described as a “passionate, creative healer”, award-winning, internationally-recognised tattoo artist Jade Baxter created her unique skin healing enterprise in 2019.
Having worked as a tattoo artist for two decades, she realised an “all-natural” alternative to “the outdated, synthetic and chemical based after-care that exists” was needed.
She now runs the Adelaide business touted as offering “the world’s first bamboo based tattoo and laser after-care and pre-care products” with younger sister Nikki.
“Our inspiration was drawn from noticing the lack of high quality natural healing after-care within the tattoo industry,” she says.
“We are dedicated to educating clients and artists alike the importance of chemical free healing.
“We are proud of our success in finding a product that not only heals tattoos but helps soothe and heal eczema and some skin conditions … our product is being increasingly recognised by child care centres and childcare parents as our after-care has (proven) soothing and healing for dribble and nappy rash.”
The duo currently employ two others, both women.
Billie Cornthwaite, Meez On Plus
Billie Cornthwaite is top “old girl” at a distinctive South Australian catering company that specialises in native Australian foods, Meez On Plus.
“There are three of us old girls who run the show … we have 10 children and three step children between us and six grandchildren,” she laughs.
The ardent cook says she drew inspiration for the business she established a decade ago, which caters for corporate, private and community events, through different aspects of her life.
“(I was inspired by) my love of cooking 100 per cent but coming from a farming background and then studying for my marine biology degree, it was all about sustainability, seasonality and letting the land provide for us,” she says.
“I grow a lot of my own native produce, where I can, and we teach people how to set up ‘bush tucker’ gardens.
“This then led me to native Australian produce and the beautiful Indigenous friends I have met through that avenue.
“We cater 100 per cent native Australian foods.”
Ms Cornthwaite says she’s proud of how the business has evolved and its role in educating.
“We are a tiny handful of native food caterers in SA and we go all around the state, educating others on how to use our First Nations ingredients – how cool is that,” she says.
“I am proud of all we do here but I think showing that no matter how old you are or what demographic you come from, follow your passion and you can’t go wrong.”
Bec Ifould, Designedbyb.
Mum-of-two Bec Ifould, has turned a youthful passion for the housing industry, which grew while working in her family’s real estate business, into a niche career transforming people’s kitchens and bathrooms.
It was almost 30 years ago, she and her dad would flip houses as a “fun project together”.
“We would do everything from the demolition to concreting, constructing walls and painting, selecting tiles and tapware to the final styling of the property for sale,” she says.
“These ‘passion projects’ slowly evolved into friends and family asking if I was able to help design and consult for their own renovation projects.”
Keen to learn more she enrolled to study core building subjects at the Housing Industry Association, later working for “bespoke building company specialising in high-end builds”.
“I refined my studies at the Kitchen Bathroom Design Institute, specialising in kitchen and bathroom design … finally, I made the decision to formalise my little business and so in 2018 Designedbyb. was officially launched.
“Today I work alone, but have a team of incredible suppliers and trades around me who support me in my business … at49 I am doing what I love, in a male-dominated industry.”
And what is she most proud of?
“I’m most proud that at the age of 35 I decided I needed a career change and as a single mum of two daughters, I set about making this happen,” she says.
“I worked full time, studied at nights, flipped houses and most importantly raised my girls as a very hands-on mum … my greatest achievement is knowing I am setting an example for my girls that anything is possible with a big dream and a lot of hard work.”
Jeanie Walker, Great Nature Vegan Restaurant and Grocery Store
As an apprentice chef almost four decades ago, Jeanie Walker has experienced the highs and lows of being a woman in a traditionally male-dominated industry.
“I started my apprenticeship as a chef 36 years ago … I think most of my apprenticeship there were only one or two females doing trade school at any given time,” she says.
“It was rough to say the least. Sexual assault and harassment was a daily occurrence in most work sites – men didn’t respect women chefs so we had to work twice as hard and be very ‘tough’.”
Still she was awarded “apprentice of the year” in her first year and would go on to work “all over Adelaide”, including leading kitchens as head chef.
The big-hearted mum-of-three, who has “opened up my home to asylum seekers from around the world” for the past decade and a half, transitioned out of the industry after the birth of her youngest child, moving into youth work.
However, one of her international house guests, an elderly Sri Lankan man, urged her to consider opening up her own eatery – even meeting with Central Market management to get her an application for a stall.
His persistence planted a seed and when “a gutted mess” came up for rent in Christies Beach eight years ago – a former vegetarian grocery store – she took a leap of faith.
Ms Walker, with the help of her daughters, renovated it and created her dream store.
“My main inspiration was showing how vegan food can be adapted to all cultures and styles, while saving the lives of animals and providing a very healthy alternative to everyone,” she says.
“I am the ‘chief cook and bottle washer’ as my grandmother would have said … the chef, waitress, cashier, kitchen hand, cleaner, accountant, stock controller, shelf stacker, advertiser and everything in between which I love … this is my happy place.”
Nayima Hassan, Belly Dance Academy
Belly dancing extraordinaire Nayima Hassan has “had the honour” of performing for some of the biggest rock stars and celebrities around the globe – even royalty.
The big names include the Rolling Stones’ Mick Jagger and Sir Andrew Lloyd Webber.
“I think that’s pretty cool … I’m very proud of my longevity in this timeless Egyptian dance art,” she says.
A state ice-skating champion in her teens, she says family and “destiny guided me into the exquisite world of Egyptian belly dance”.
“Having begun dance and music studies from six years of age, it really began as a flow over from my love affair with music and dance that was also passed down from my family,” she says.
Ms Hassan has been at the helm of the dance studio since 1995, with as many as 40 classes and 700 students at its peak.
The woman who says “in Egypt, Egyptian dance legends never reveal their age” has downsized of late – but continues to perform and teach.
“I had anywhere from five to 10 teachers that I’d personally trained … these days, I teach all the classes myself,” she says.
“I now have 150 to 200 weekly students and that’s perfect for me … I’m so happy to have reached more of a life balance.”
She says she has many proud moments, including having never “compromised on quality and presentation”.
“Also, the healing and empowering benefits of mind and body that I have been able to offer women in my own community in Adelaide over the decades. That might be my greatest legacy,” she says.
Lee Boys, The Organik
A successful businesswoman, Lee Boys has been the face behind The Organik Store and Cafe, a haven for nourishing food and good conversation, for the past decade.
Since taking over the Glenelg business she has expanded it to include a “100 per cent edible” back garden and, more recently, a new gift store.
For her, The Organik made perfect sense.
“(It’s about) getting back to basics and food how it should be,” she says.
“I originally shopped at The Organik when I was pregnant with my daughter … I wanted to feed her with the best possible option available.
“Since (taking over) it’s been about working with small producers, local business and supporting other business owners where we can.”
In 2017, she took charge of beauty company Skin Things, now rebranded as Nourished Skin, which produces “natural, simple, high-quality skin care products”.
“It sounds like a set-up story, but it really is a case of I loved the products so much and went to the salon for my beauty needs, so when Skin Things came on the market, it was a bit of a no-brainer,” she says.
“(It is) a small, personal approach salon with beautiful skincare that is natural and works, I recommend it to all our customers at Organik.”
Across the two businesses, Ms Boys employs 33 staff with all but four being female.
It is her staff she says she is most proud of.
“My team … seeing them go on to achieve their own business, start a family, whatever their dreams are (and) then when they come back to work with you again after travelling or babies – that’s really cool.”
Daisy Smark, No. 1 Lady Tradie
Adelaide woman Daisy Smark was so fed up with the reaction of menfolk to her chosen profession she started her own business – with a female-only work force.
After gaining her builder’s licence, the 30-year-old set about and starting her own dream business, No. 1 Lady Tradie.
Over the years her company has helped South Australians build their dream spaces, but also generated awareness for trades being viable careers for women.
“The amount of girls and women reaching out and wanting apprenticeships has increased dramatically, even the number of enrolments in apprenticeships has increased dramatically,” she says.
“(Still) I think the job opportunities … or the willingness of business owners like myself to take on women in trades probably isn’t where it needs to be, to support the growing interest.”
She says her team of tradies are sought after, not just for the novelty, but because of their eye for detail.
“At the end of the job, we have people who are over the moon with the work and craftsmanship, but also the service and those extra details that we provide because we just get it,” she says.
– reporting by Leah Smith
Penni Donato and Kylie Walden, Allin Towbars
A dynamic sister duo is the unexpected driving force behind one of the state’s leading tow bar design and manufacturing businesses.
OK, so they’ve a bloke or three on the payroll but Penni Donato and Kylie Walden are the directors at Allin Towbars – second generation owners and operators of the Richmond business, established 75 years ago.
The women were left equal shares in the business, along with their two sisters, when their beloved dad became ill and passed away.
“We were thrust into the business whether we liked it or not; it picked us, we didn’t pick it,” Ms Donato says.
“(At that time), the business was very blokey with poor systems and a culture problem. There was a lot of work to do and given none of us had been prepared to own and operate a manufacturing business, we had a lot of learning to do.
Still the siblings, who describe themselves as being “very close”, stuck it out.
“The way we communicate, present ourselves, our brand and our business has helped us transition from a blokey and outdated business into one that’s professional, friendly and welcoming to everyone,” Ms Donato says.
“Having women on the team that can offer the same technical advice as our male team members has been a game changer too, women customers can feel comfortable.”
Sadly Sam, the second eldest of the sisters passed away from cancer in 2021.
Kimberley, the youngest sister, has decided to step away from the family business.
Ms Donato says the family remains proud of what the next generation has been able to achieve – “surviving, then thriving”.
“When Dad passed, we felt like we were being circled by eagles, everyone just assumed we’d sell the business because we’re females … but with a lot of hard work, determination, resilience and help … we’ve created a successful business and iconic South Australian brand.”
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