As we celebrate International Women’s Day, we take a moment to recognise the achievements of women in business and leadership. At Stickers4, a leading provider of stickers for all seasons, occasions, and events, we are proud to have strong female leadership shaping the future of our company and inspiring the next generation of women in business.
We sat down with our co-founder, Alex Rye, to discuss her journey as a female entrepreneur, the challenges she has faced, and her vision for the future. From building a successful business and an inclusive workplace, Alex shares her insights on leadership, work-life balance, and what International Women’s Day means to her.
1. Personal and Professional Journey
Q: Can you share the story behind the founding of Stickers4 and what inspired you to start this venture?
I saw a gap in the market and, as a creative person who appreciates quality, I was driven to bring my vision to life. Wanting more flexibility to balance work and personal responsibilities while focusing on creating a high-quality product, I decided to start my own business. This gave me the freedom to manage my time effectively, allowing me to refine my offering and ensure it met my high standards. Though it often meant working unsociable hours, my passion for making it a success kept me going.
Q: What were some of the significant challenges you faced in the early stages of your business, and how did you overcome them?
Building brand awareness in a competitive market was a major challenge. To stand out, we focused on providing excellent customer service and high-quality custom stickers. By leveraging digital marketing and strengthening our online presence, we grew through word-of-mouth and repeat business. As demand increased, we expanded carefully, moving into larger premises and building a strong, reliable team.
2. Leadership and Company Culture
Q: How would you describe your leadership style, and how has it influenced the culture at Stickers4?
I would describe my leadership style as collaborative and supportive. I believe in empowering the team to take ownership of their work while providing them with the trust and resources they need to succeed. At Stickers4, we’ve fostered a culture of creativity, flexibility, and inclusivity.
Q: In an industry that has traditionally been male-dominated, what strategies have you employed to create an inclusive and diverse environment within your team?
We prioritise hiring based on talent, creativity, and passion rather than gender. We also ensure that opportunities for leadership and skill development are available to all employees, encouraging diverse perspectives.
3. Balancing Roles and Responsibilities
Q: As a co-founder, grandmother, and mother, how do you navigate the balance between your professional responsibilities and personal life?
Balancing my professional responsibilities with family life has been both challenging and rewarding. I set clear boundaries and prioritise time with my family, especially as a grandmother. I trust my team to manage day-to-day operations, allowing me to focus on personal commitments when needed. I’ve also learned to be fully present in whatever I’m doing, whether it’s work or family time, without feeling guilty for taking time for myself.
Q: What advice would you offer to other women striving to achieve a similar balance in their careers and personal lives?
Accept that you don’t have to do everything perfectly. Find what works for you and set realistic expectations. Prioritise your well-being and understand that asking for help - whether in business or personal life - is a strength, not a weakness. Good time management, delegation, and self-care are key.
4. Reflections on Gender and Leadership
Q: Have you encountered specific challenges as a female leader in your industry, and how have you addressed them?
Like many women in leadership, I’ve had my fair share of eyebrow-raising moments—like not being taken seriously or having people assume I was just 'Dan’s assistant' instead of a business owner. In the early days, we worked a lot in the motorsport industry, where most clients were men. More than once, someone assumed I was male because of my name, only to be confused when I answered the phone. The surprise in their voice was always a giveaway - 'Oh… you’re Alex?'
Q: What progress have you observed regarding gender equality in the business world, and what areas still require attention?
There has been real progress, particularly with more women in leadership roles and businesses prioritising diversity and inclusion. However, challenges remain - particularly around equal pay, career advancement opportunities, and breaking traditional gender stereotypes. We need to continue supporting women in the workplace and encouraging them to step into leadership roles.
Q: What message would you like to convey to young women aspiring to leadership roles in business?
Be confident in your abilities and trust your instincts. Build a strong support network, take risks, and don’t be afraid to step outside your comfort zone. The road won’t always be smooth, but perseverance and self-belief will see you through. And remember - you deserve a seat at the table.
5. Future Vision
Q: What are your aspirations for the future of Stickers4, and how do you envision the company’s growth in the coming years?
Stickers4 has great potential for growth. In the coming years, we plan to expand our product range, enhance our online presence, and introduce more eco-friendly options for our customers. By focusing on supplying high-quality products and outstanding customer service, we aim to remain a trusted choice for businesses and individuals alike.
Q: How do you plan to continue promoting diversity and inclusion as the company evolves?
Diversity and inclusion will always be fundamental to Stickers4. As the company grows, we will continue to recruit from a diverse talent pool, ensuring an inclusive workplace where different perspectives are valued. We’ll also invest in training and development to empower all employees to contribute their ideas and progress in their careers.
On this International Women’s Day, we celebrate not only Alex Rye but all women in leadership who continue to pave the way for future generations. Their resilience, vision, and commitment to progress inspire us all.
