I’m Joanne — your retail mentor and product best friend
If you’ve got sales but no profit, bestsellers but no strategy, or you’re stuck second-guessing every decision… I see you. And you’re not alone.
With 17+ years in retail and e-commerce, including 7.5 years at notonthehighstreet.com, I’ve helped thousands of product-based businesses stop winging it and start scaling real, reliable profit.
Through 1:1 mentoring, personalised strategy and honest advice, I’m here to help you:
- Develop and price products that actually make you money
- Understand your numbers (so you can make confident decisions)
- Build a sales strategy grounded in data, not guesswork
- Simplify your growth (without burning out)
Because with the right support, your product business can pay you consistently and grow with ease.
How I help you:
Supportive Strategy + Profitable Products = Sales That Scale
For female founders who are selling but stuck and ready to grow without burnout. Want to stop second-guessing and start growing?
Why me?
I’ve sat on both sides of the table – from behind the scenes and as a seller myself
I know how retail works from the inside out.
Your business is unique, so my mentoring is personalised and underpinned with honest advice across everything from product development, profit, marketing to wholesale.
Because with the right numbers, a simple strategy, and personalised support. Your product business can finally pay you and bring in consistent, reliable sales. Without burning out.
Work with me“It’s like working with your best friend who happens to know everything about running a small business.“
Real words from real clients – after real results
My background
In 2006, I graduated with a BA Hons in Surface Pattern Design and began my career in visual merchandising & management in a bricks & mortar store.
Two years later, I swapped the high-street for the fast-growing world of e-commerce and joined notonthehighstreet.com when it was still a team of 18. I spent over 7 years there, helping scale the business into a multi-million-pound brand while working across product development, sales and trends.
Later, I led sales, wholesale and communications at Tilly and the Buttons. But I couldn’t shake the dream of creating something of my own. So in 2017, I launched my own brand (you might remember it as Arnold & Bird), which eventually evolved into what you see now:
The Creative Flow Collective – where strategy meets soul, and sales grow without stress.
Outside of retail
When I’m not deep in strategy sessions with brilliant product founders, you’ll likely find me:
- Dancing salsa
- Practising yoga (I trained as a yoga teacher in 2020)
- Baking brownies (my favourite treat)
- Listening to a true crime podcast
The name The Creative Flow Collective reflects my belief that business growth should feel good. That’s why everything I teach is rooted in clarity, calm and confidence. So you can sell more and finally feel in control of your business.
