Amy Normanton female empowerment women boss fempreneur


I’ve been very lucky to sit down virtually with an incredible range of inspiring, empowered women across this platform and today is the first of many features which will take place every Friday.

I connected with Amy on Instagram at a time where my business was only a spark of an idea and Amy had just launched the Social XO Society, a monthly membership for female business owners, which I joined back in July 2020. I have been on an incredible journey since then and I am very lucky to now have Amy as my personal business coach who is supporting me turning my dreams into a reality. 


Tell me a bit about you and your journey of how you got to where you are today. 

I’m a 25 year old Mum of two and wife and I’ve been some kind of entrepreneur since I was 19 years old.

I started out in direct sales when I was pregnant with my eldest and built a successful business at home around 2 babies under 15 months in 4 years. When the children went to school full time, I felt lost & lack of passion for my industry so left to become an instagram coach. Having had a successful business for 2 years, the pandemic hit and I lost my clients! I pivoted & created a female membership for £25 a month that allowed them to access me for support whenever needed. This is where I got back in to business coaching and the universe had given me that push to finally follow my long term goal of becoming a business mentor! That was in July 2020 and I’ve not looked back. I’ve supported countless of women in making their dreams a reality, up levelling their business or pivoting. Nothing else makes me happier!

What is the biggest obstacle you have overcome?

Negative opinions. Because I started my business at 19 whilst pregnant, all my peers were at the age of university... we all had completely different paths! But that’s where the negativity came from, they didn’t agree or believe in my dreams. It took me a long time to understand that they didn’t matter, their opinions were irrelevant. I finally blocked it out and did what was best for me and my family & ive never been happier!

What have you learnt most about yourself in the last year?

I’ve learnt to believe in myself so much more. Sounds cliche but I had so much doubt in my abilities to succeed and support others in succeeding too. I had to work so hard on my confidence & put up a front for so long, but in the end it became honestly true. Having worked with so many women now, I believe in myself and what I can do!

Do you remember the first bit of jewellery you every owned, do you still have it or remember what happened to it? 

I do! My grandpa was a minister and fell ill when I was around 14, that’s when we realised he hadn’t christened any of my cousins or my sister. So we all got christened by him, it meant so much to him! To celebrate the day, he bought us all a cross necklace with a red gem inside and a bible. I never wear the necklace but almost 11 years later, i still have it safe. It means a lot to me!

If you own some of our pieces describe why you chose those pieces of Gem&I jewellery and what it means to you?

I have the Cest La Vie necklace. It means such is life and I love that! I wanted it because it goes perfectly with all my dress down jumpers for chill days and will go lovely with the outfits for when I’m dolled up!

How do you make sure to celebrate your wins? How do you pick yourself up when you’re demotivated?

I’ll find any excuse to open a bottle of wine BUT when I’ve gotten out of my comfort zone, achieved a goal or even a client achieves a goal .. I’ll take a moment to let it sink in and sometimes put Alexa on for a happy dance! I’ll always find a way to celebrate something.

But usually, I’ll head to social media to share that win! 

I’ll take time out if I’m feeling demotivated. Watch a Netflix marathon, go for a walk or binge on some goodies! Not the healthiest, but definitely good for the heart.

How do you practice self love and self care?

As a mum, I find it hard to find the time to practice self love and self care. But me and my husband love a date night at home! Get the yummiest steak in from Aldi, a lovely bottle of Studio Rose by Miraval in the wine cooler and get Alexa playing the old tunes! Honestly makes me feel like the old Amy! Which is important when you’re a mum. I lost me and my identity after having kids, so those moments are crucial!

Why is empowering other women important for you?

Women for years have torn each other down & picked one another apart but I do feel like the last year or 2, social media has taken a huge turn to women now celebrating one another and encouraging each other! It’s amazing to see. If I can empower a woman to chase her dreams with my journey, then that’s incredible to me! Women should hold each other up, because we GET IT, we have so much in common and understand the journey .. so sticking together is crucial!

What would you tell yourself as a first time mum/teenager/child/in your 20s?

I would go back and tell my younger self that it’s all going to figure itself out. That just because I started a family at 19, doesn’t make me less of a mum than those in their 20’s, 30’s. I’ll also tell my younger self that all the work I put in at the beginning, will lead to something! I’ll be lost for sometime, but it is all for a reason! The universe has a plan for you...

I hope this interview with Amy resonates with you and here's where you can find out more about Amy...

Thanks for reading my first blog post!! Sarah x