In 2005, Sally Hurst was on Bantham Beach in Devon with her five children, surrounded by carrier bags full of wet swimmers and picnic kit. She decided there had to be a better alternative to disposable plastic bags and designed a practical, hard-wearing beach bag. That evening she sketched the first design; within weeks she had placed a minimum order of 6,000 units with a manufacturer and set about selling them across Devon. She says she sold 5,000 bags in the company’s first year.
What began as a leap of faith grew into The Old Bag Company, a Devon-based accessories brand. Her story is a useful set of startup tips for women entrepreneurs who want to turn a personal frustration into a product business. Sally shares practical lessons about product design, marketing, work-life balance and funding, all still relevant to women starting a business in the UK today.
The business behind the bags
The Old Bag Company designed practical bags for busy women. Every bag was created in England from the Devon office, with multiple pockets and compartments for women on the go. The range grew from that original beach bag into a collection of styles for different occasions.
Sally’s five children were the inspiration behind the first products. Each bag was named after one of her children and carried a short, personal message written by them, a simple storytelling device that helped customers connect with the brand. It also illustrates a wider point: the best product ideas often come from your own experience. If a product solves a problem you face, there is a good chance other people face it too. The 2024 Rose Review Progress Report notes that women-led businesses operate across every sector of the UK economy, from professional services to product brands like Sally’s.
Work-life balance and the rise of women-led businesses
Sally found that launching a business after having children fitted the stage she was at in life. Running her own company gave her the flexibility to manage both family and work, and the autonomy to make decisions quickly. That flexibility is one of the main reasons women in the UK choose self-employment, although it is worth remembering that running a business rarely stops at 5pm.
Each product has been named after each of my five children, with a little personal message written by them inside their bag.
Sally Hurst
Seeing her products in magazines or on strangers’ shoulders was, she says, the best reward for the long hours. She believes three values underpin her approach: passion, hard work and self-belief. She is also a strong advocate for women returning to work and starting businesses. The numbers support her view: according to the 2024 Rose Review Progress Report, there are around 1.6 million women-led businesses in the UK, contributing an estimated £105 billion to the economy. The same report found that the number of women-led businesses has grown by more than 40 per cent since 2018.
Three marketing channels that worked
Sally built her customer base through a mix of retail, e-commerce and PR. Her three main channels were:
- Retail presence
Opening a shop in Salcombe gave The Old Bag Company a physical window for the brand and a way to clear older stock. A bricks-and-mortar presence can still be valuable for product businesses, especially in tourist or high-footfall locations, but it needs careful cash-flow planning. If a permanent shop feels too risky, consider pop-ups, market stalls or short-term retail partnerships to test demand first.
- E-commerce and digital marketing
ONS retail sales data from 2024 shows that online sales account for around one quarter of all UK retail sales, so an online shop is essential for most product businesses today. Investing in search engine optimisation, clear product photography and a straightforward checkout process helps customers find you and buy with confidence. Appearing on the first page of Google for relevant search terms remains one of the most cost-effective ways to attract consistent sales. Social media, email marketing and a small budget for targeted advertising can also help you reach new customers without the overheads of a high-street store.
- Publications and PR
Media coverage can be a powerful, low-cost marketing tool. Journalists and readers buy into a story, a brand and a person. A well-crafted press release that explains why you started, what problem you solve and who you help can lead to coverage that boosts both sales and brand awareness. Build a short list of journalists and publications that cover your sector, and keep in touch with them when you have genuine news.
Four startup tips for women entrepreneurs
Here are Sally’s four practical tips for women thinking about starting a business:
- Build genuine self-confidence
Self-confidence is not arrogance; it is being proud of what you have accomplished. You are providing a service that improves your customers’ lives. Many women apologise for success or feel embarrassed when praised, a form of imposter syndrome that is common among founders. Stop the self-doubt: if you have won an award or received positive feedback, it is because others value what you do. Own it.
- Enter business awards
Awards are often free to enter and offer a triple benefit: recognition, a confidence boost and marketing content. Even being shortlisted gives you a reason to contact customers, update your website and post on social media. Look for local chamber awards, sector-specific competitions and national programmes such as the Great British Entrepreneur Awards. Read the entry criteria carefully and give concrete examples rather than general claims.
- Network strategically
Women are often natural networkers, and networking remains one of the best ways to spread the word, find collaborators and learn from peers. Be open about your experiences and ask questions. For women returning to work or starting up, networks can also provide accountability and encouragement. If you cannot attend in-person events, online communities and LinkedIn groups can be just as valuable.
- Explore funding early
Funding is under-used by many female founders. Today’s UK landscape includes Start Up Loans from the British Business Bank, regional Growth Hub grants, Innovate UK support for innovation-led businesses and women-focused investors such as the Women Backing Women Fund, a £130 million vehicle launched in 2024. As of 2024, Start Up Loans has delivered more than 100,000 loans worth over £1 billion, with women founders receiving around two in five loans. Before you apply, make sure you understand the difference between grants, loans and equity investment, and prepare a clear business plan and cash-flow forecast. Research what you are eligible for before you need the cash, so you are ready to move quickly when an opportunity arises.
Taking your own leap of faith
Starting a business will always involve a leap of faith, but it does not have to be a blind one. Sally’s story shows that a clear product idea, a willingness to sell in person, a commitment to learning as you go and a strong support network can turn a single idea into a sustainable company. For women entrepreneurs in the UK today, the resources, networks and evidence are stronger than ever. Use these startup tips for women entrepreneurs to test your idea, build your confidence and take the next step.
Sally Hurst is the founder of The Old Bag Company, a Devon-based bag brand.
