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Celebrating Women Who Ship: 5 Business Owners on Building, Growing, and Doing It Their Way
Women-owned ecommerce businesses are reshaping industries across the globe—from safety footwear and handcrafted jewelry to international logistics and mental health advocacy. This International Women’s Day, we’re proud to spotlight five ShipStation customers who are building businesses on their own terms.
We asked each of them to share what inspired them to launch their companies, the challenges they’ve overcome, and the advice they’d give to other women thinking about taking the leap. Here’s what they had to say.
About the business
What does your business do?
Xena Workwear designs and manufactures ASTM-certified safety footwear specifically engineered for women—built for real jobsite demands without sacrificing style or comfort.
When did you start your business, and what inspired you to launch it?
Xena launched in 2019, born out of my own frustration of not being able to find lightweight safety shoes designed for women that could transition well from the office to the job site.
The journey
What’s one challenge you’ve faced as a woman entrepreneur, and how did you overcome it?
It was pushback I received early on—doubters telling me that safety footwear for women wasn’t a real market. That I had no background in footwear and didn’t know what I was doing. I stepped past the criticism by trusting my instincts and listening to other women who experienced my same pain points.
What advice would you give to other women thinking about starting their own business?
Don’t be afraid to trust your lived experience and your intuition—let your frustration become your motivation and know that if you’re experiencing a problem, chances are high that someone else is too and that you’re on the verge of a breakthrough!
What moment or milestone are you most proud of?
The very first moment when we hit “launch” on the website and saw our first few sales trickle in. That was the moment I realized we actually had a business!
Quick hits
What keeps you motivated?
Raising the bar when it comes to safety shoe design and continuing to deliver for women in largely male-dominated fields.
A woman who inspires you:
Sara Blakely, founder of Spanx—she had no industry background yet created a product that positively impacted the lives of millions of women around the world.
Favorite thing about running your own business:
I get to implement all of my cool and crazy ideas and make them into a reality!
The ShipStation connection
How has ShipStation helped you grow or manage your business?
ShipStation allows us to connect with all of our downstream systems while providing great freight rates for our small business.
About the business
What does your business do?
Amanda Deer is a direct-to-consumer jewelry brand based in Austin, Texas. We started with a simple but powerful vision: to create jewelry that feels timeless, personal, and attainable—pieces that don’t just sit in a box for special occasions, but become part of your daily story.
When did you start your business, and what inspired you to launch it?
I started Amanda Deer Jewelry in 2009 as a side hustle, then went full time in 2016. I was inspired by a love of timeless, everyday jewelry and the idea of creating pieces that feel personal and meaningful—but still easy to wear.
The journey
What’s one challenge you’ve faced as a woman entrepreneur, and how did you overcome it?
One of the biggest challenges was navigating the pandemic while running a retail store and supporting a team. It required constant problem-solving, flexibility, and tough decisions during a really uncertain time. We adapted by shifting focus, leaning into creativity, and staying connected with our community—and ultimately, we made it work together.
What advice would you give to other women thinking about starting their own business?
Start before you feel “ready.” You’ll learn so much as you go, and confidence comes from doing. Be patient with yourself, ask for help when you need it, and don’t be afraid to evolve. Growth isn’t always linear, and that’s okay.
What moment or milestone are you most proud of?
I’m most proud of building a brand that has lasted and grown over time, supported by a loyal community of customers who truly connect with what we create. Seeing people choose Amanda Deer Jewelry for meaningful moments—gifts, milestones, or everyday wear—is incredibly rewarding.
Quick hits
What keeps you motivated?
My family and my incredible Amanda Deer team. I have so much support and they give me so much motivation to keep going.
A woman who inspires you:
My grandma. She flew airplanes, worked at IBM when many women didn’t work at all, and was incredible with money and finances.
Favorite thing about running your own business:
The creative freedom and the connection with customers. I love being involved in every part of the process—from design to storytelling—and being able to build something that reflects my values while creating pieces people genuinely love.
The ShipStation connection
How has ShipStation helped you grow or manage your business?
ShipStation has helped streamline our shipping process and save time as we’ve grown. Having everything in one place makes it easier to manage orders efficiently, especially during busy seasons, so we can focus more on design, customer experience, and growing the business instead of logistics.
About the business
What does your business do?
LivExpress is an international parcel forwarding company serving both individuals and businesses. We enable customers worldwide to purchase products that are not available in their local markets by providing a reliable, simple, and accessible logistics solution.
When did you start your business, and what inspired you to launch it?
I’m originally from Guadeloupe, a French island in the Caribbean. In 2017, after completing an internship at Relay Shop USA, I saw a gap in the logistics industry in my market. I decided to partner with Relay Shop USA to launch a final mile delivery service, then opened my own parcel forwarding platform in France in 2020. This year, I reached a major milestone by acquiring Relay Shop USA—giving us a direct footprint and operations in three major hubs: France, Guadeloupe, and the USA.
The journey
What’s one challenge you’ve faced as a woman entrepreneur, and how did you overcome it?
Being a woman in logistics, I found myself in a male-dominated industry but never had issues asserting my position to get things done. The challenge came when it was time to build a team and create partnerships. I had to learn how to balance my strong leadership style without being intimidating.
What advice would you give to other women thinking about starting their own business?
Focus first on building self-confidence. Personal development is key when you need to stay aligned and resilient, even during moments of doubt. When you truly believe in your vision, you don’t give up—you adapt and find solutions. Surrounding yourself with a positive and supportive network is also essential.
What moment or milestone are you most proud of?
Launching the first LivExpress platform in France was a major achievement. However, acquiring Relay Shop USA and building a unified France–USA platform after a full year of work remains the most defining milestone of my entrepreneurial journey.
Quick hits
What keeps you motivated?
Breaking down barriers to international shopping. Growing up on a small French island, I experienced firsthand how limited access to products can be. LivExpress creates a true bridge between countries, and seeing the impact on both individual and professional customers is my greatest motivation.
A woman who inspires you:
Maïré Rosa. She is a true role model and has been a key mentor in my entrepreneurial journey, inspiring me through her vision, leadership, and ability to empower others.
Favorite thing about running your own business: Creating, structuring, leading, analyzing, and adjusting. I love building meaningful solutions, driving projects forward, and having the freedom to lead with clarity and purpose.
The ShipStation connection
How has ShipStation helped you grow or manage your business?
ShipStation is connected to our platform via API and allows us to offer clear pricing options with a wide range of carriers. It also streamlines label purchasing and shipping management, improving operational efficiency and enhancing the overall customer experience.
About the business
What does your business do?
Stickers4Walls creates, manufactures, and dropships fabric wall stickers for ourselves and other businesses.
When did you start your business, and what inspired you to launch it?
The product came to fruition in 2016 but wasn’t really promoted until 2023.
The journey
What’s one challenge you’ve faced as a woman entrepreneur, and how did you overcome it?
It was male prejudice. I used to be one of only two female sign shop owners in the UK. Men would talk past me. Now they are amazed that it is an all-female staff in a manufacturing business. With machines! Like our gender stops us using a screwdriver!
What advice would you give to other women thinking about starting their own business?
Don’t listen to the doubters—even if they are those close to you. Surround yourself with positive people. If it doesn’t work out, that is still positive. You tried it. You learnt from it. Most people never step outside their comfort zone.
What moment or milestone are you most proud of?
It would be easy to say being financially independent, but in reality it is stepping into the cosy workshop every workday morning and knowing I created it.
Quick hits
What keeps you motivated?
Variety.
A woman who inspires you:
Margaret Thatcher—saw her speak once and she truly instilled in me to believe in myself (not necessarily her politics).
Favorite thing about running your own business:
Master of my own diary.
The ShipStation connection
How has ShipStation helped you grow or manage your business?
It is an all-in-one-place system that is easy for staff to use without duplication. And I can log in from wherever I want to check up on them!
About the business
What does your business do?
Kyn You Believe It (KYBI) is a gift and stationery brand focused on making life feel a little bit lighter, one cute product at a time. Our main focus is mental health awareness, but at the end of the day, we love anything that makes someone feel seen.
When did you start your business, and what inspired you to launch it?
KYBI was started seven years ago when I decided to take a leap of faith in myself and my desire to “make things” for a living. I didn’t have a clear roadmap at the start, just a strong pull toward creating things that made people happy! Over time, we found our footing as a brand that advocates for mental health and encourages folks through colorful art and illustration.
The journey
What’s one challenge you’ve faced as a woman entrepreneur, and how did you overcome it?
The fear of not being “good enough” is something that I constantly deal with, and I’m sure every artist out there can relate. Luckily, I have an entire toolbox that tends to keep those feelings away: creating more than I consume, leaning on my friends and loved ones, and most importantly, taking a break when I need it.
What advice would you give to other women thinking about starting their own business?
I say all of this with love as a recovering perfectionist: let go of the desire for perfection. Imperfect action will get you farther than perfectionism ever will, and your messy action will breed confidence—promise!
What moment or milestone are you most proud of?
I recently started a subscription box (The Believer Box) which I’ve been feeling so proud of! This was a goal of mine for nearly five years, and I finally took the plunge despite being absolutely terrified, and it’s been everything.
Quick hits
What keeps you motivated?
Customer feedback with the sentiment of “this is so me.” There’s something so special about helping people feel seen.
A woman who inspires you:
Danielle Cook (Oh Happy Dani). I am constantly inspired by the way she spreads hope and I’m proud to call her a friend!
Favorite thing about running your own business:
Making my own rules! I am not meant to fit in a box.
The ShipStation connection
How has ShipStation helped you grow or manage your business?
We’ve been using ShipStation for over five years, and it’s essential in keeping our warehouse operations running smoothly. My employees are able to be self-sufficient in getting orders out the door quickly, and I get to focus on things that move the needle, like creating my next launch!
To every woman building a business, shipping orders, and carving out her own path—this one’s for you. Happy International Women’s Day from ShipStation.
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