Case Studies: Empowering Women Entrepreneurs with SumUp

What did you want to become when you were growing up? A firefighter? A pilot? Or a scientist? If you were a girl, chances are these jobs didn’t even come to mind. 

Women in business continue to defy expectations, reshape industries, and build successful ventures despite challenges. From taxi driving to artisan blacksmithing, these fearless entrepreneurs are breaking gender stereotypes and proving that no field is off-limits. 

In honour of their achievements, we’re highlighting four inspiring female entrepreneurs in the UK and SumUp merchants who have turned their passions into thriving businesses. With the support of modern payment solutions like SumUp, they’ve streamlined their operations and secured financial independence. 

If you’re looking for small business ideas for women or seeking inspiration from successful women in business in the UK, these stories will motivate you. Plus, we’ll show you how digital tools can simplify payments and enhance customer experience.

Lorena d'Agostino: Breaking Barriers as One of Italy’s First Female Taxi Drivers

As one of the first women to drive a taxi in Italy, Lorena d'Agostino started her own taxi company in Milan in 1990, fuelled by her love for driving. The freedom of being able to work independently, experience the vibrant city, and meet new people every day is what Lorena loves most about her job – in an industry that has always been very male-dominated. 

"Thirty years ago, a female taxi driver was considered an alien,” she recalls. “Many people refused to get into my car when they realised I was a woman. These days, this luckily rarely ever happens."

Along with the increasing female representation in the taxi industry, the tools used by those in the profession are also evolving — a trend that Lorena welcomes equally as much.

That’s why she started using the Italian taxi app Wetaxi, Italy’s response to other international taxi apps, such as Uber or FREE NOW. On top of that, she’s offering her customers the ability to pay cashless with her SumUp Air card reader. “In fact, "says Lorena," particularly the moment of payment needs to happen quickly.” 

“Fortunately, almost all my clients pay by card, and lately, more and more people are using contactless payment – paying with their phone or smartwatch. SumUp's mobile card reader makes it possible to accept digital payments in a smart way, speeding up the process and simplifying my work". 

Looking for a card reader to suit your business? SumUp offers a simple way to accept card payments without contracts and no monthly fixed fees.

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Daniela Diletti: Reinventing Women’s Footwear with Comfort and Innovation

Reinventing footwear and moving it away from old norms: That is the mission of Daniela Diletti, an entrepreneur from the Marche region of Italy, who founded her footwear company back in 2012. Following her family’s shoe-making tradition, she opened her first store in Turin and soon expanded into the world of e-commerce.

Her mission is simple yet brilliant: She pushes the boundaries of traditional women’s shoe design by removing existing, unhealthy standards.

"Shoe design and production is still a male domain,” explains Daniela. “That’s why shoes have always been designed to adhere to male aesthetics. Women’s shoes have purposely been made to make their feet appear smaller than they are. We have, therefore, been conditioned to think that wearing shoes is always a bit painful. That’s why so many women suffer from foot deformities.”

Daniela pays attention to women’s needs, which is at the core of her business mission. "I've always tried to better understand and solve women's issues. That's why, before selling a pair of shoes to a customer, I never ask about the shoe size. Instead, I measure the foot size and check for obvious podiatric problems. It’s very important to me to get to know my customers first. I also use digital tools to involve my customers in the shoe production process and to provide detailed assistance during all phases of the purchase.”

Her advice for other women entrepreneurs? “Always believe in your project”, despite the prejudices against women in business and take advantage of digital tools, such as SumUp card readers, that enable you to accept all forms of payment quickly and easily.

If you’re exploring small business ideas for women, Daniela’s success showcases the power of blending craftsmanship with technology. She also encourages women to apply for grants for female entrepreneurs in the UK to support their ventures.

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Charly Machin: Creating a Safe Space in Home Improvement

DIY is just for men? Definitely not — a notion that Charly couldn't agree with more. When she was fired from her previous job, she decided to found Driller Queens, a network of English-speaking craftspeople in Berlin that is “shining a light on women, trans and non-binary people.” Anybody needing a wall painted, a light fitted, or a wall taken down can hire a Driller Queen and “feel truly heard” and comfortable throughout the experience.

As Charly puts it:

“One of the strengths of our team is precisely that of knowing how to listen. For many, the idea of inviting a handyman into their home is an uncomfortable one.” She adds that men are also put under a lot of unnecessary pressure to carry out home improvement jobs. “They are the ones who feel the social pressure to know how to do this type of thing. As in, ‘because you’re a man, you must know how to do this!’ However, if no one in your family teaches you, you shouldn't have to know how to do it simply because you are a man". 

Her mission is to remove gender stereotypes and to offer her customers a convenient, carefree service. That’s why she also decided to use SumUp card readers: "We work by the hour, so we are never sure how much the work will cost, and customers don't always have the right amount of cash on them." 

For women interested in starting a trade or service-based business in the UK, Charly’s success highlights the importance of filling a gap in the market and leveraging digital tools to build trust.

Francesca Frau: Forging a New Path as a Master Blacksmith

The young artisan blacksmith and women entrepreneur Francesca Frau took over her family's blacksmithing business in the early 2000s out of passion for the trade. She specialises in forging interior and exterior furnishings and iron sculptures for private homes, hotels, B&Bs and retailers.

Francesca is a real expert at her trade, which she adds “has always been seen as a purely male profession.” She regularly participates in arts and crafts events across the island, which have led Francesca to collaborate with several master craftsmen — and, of course, craftswomen.

“Twenty years ago, people were finding it hard to imagine that a girl could do this job. All I could do was invite the public to visit the workshop and observe me while I was working. Today, with the internet and social media, everything is much easier. People are less sceptical, as they see women in ‘male professions’ all the time, and this breaks down stereotypes." Francesca notes.

A positive development — not just for her — but also for the trade itself: "I believe that the feminine touch and taste can give an added value to this art, as to many others, and I try to spread this message on my social channels, where I receive a lot of encouragement from both women and men."

For artisans and small business owners, embracing digital payments can be a game-changer. If you're looking for women in business grants or networking opportunities, platforms like the ‘Women in Business’ network can provide valuable resources.

Supporting Women Entrepreneurs: Resources & Opportunities

The journey of female entrepreneurs in the UK is filled with challenges, but support systems exist to help women thrive. Whether you’re launching a startup or scaling your business, consider these resources:

• Women in Business Grants: Funding opportunities like Grants for Female Entrepreneurs in the UK can help kickstart your venture.

• Women in Business Awards: Recognising outstanding female leaders, these awards highlight the impact of women-owned businesses.

• Women in Business Network: Connect with like-minded entrepreneurs to share experiences and insights.

• Women in Green Business Awards: If your business focuses on sustainability, these awards celebrate eco-conscious women entrepreneurs.

Empowering Women in Business with SumUp

From taxi drivers to blacksmiths, these incredible women have shown that with determination, innovation and the right tools, success is within reach. SumUp is proud to support female entrepreneurs in simplifying transactions, growing their businesses, and achieving financial independence.

Are you ready to take your business to the next level? Whether you're looking for flexible payment solutions or seeking inspiration, SumUp is here to help. Join thousands of women in business in the UK who trust SumUp to power their success. 

Do you also want to accept card payments? SumUp has the right solution for you.

Find out More about Card Readers

Women Entrepreneurs FAQs

What are the most profitable business ideas for women in the UK?

The most profitable business ideas for women in the UK include e-commerce, digital marketing services, freelance writing, virtual assistance, social media management, handmade crafts, beauty and wellness services, coaching/consulting and online tutoring.

What challenges do women entrepreneurs face?

Women entrepreneurs face challenges like limited access to funding, gender bias, work-life balance struggles, lack of mentorship, networking barriers and societal expectations. They often encounter difficulties in securing investors, managing family responsibilities alongside business growth and breaking into male-dominated industries.

How can women entrepreneurs grow their small businesses?

Women entrepreneurs can grow their small businesses by leveraging digital marketing, networking, seeking mentorship, securing funding, diversifying revenue streams and embracing innovation. They also need to build strong brands and continuously upgrade skills to stay competitive.

Are there any grants or funding programmes for women entrepreneurs in the UK?

Yes, there are several grants and funding programmes available for women entrepreneurs in the UK. Some examples include Women in Innovation Awards, Female Entrepreneurship Funding and Back Her Business.