For product businesses ready to organise chaos into clear plans, develop profitable products that sell

If you’re done winging it and confidently know what to do next… Get ready to meet your product bestie.

Joanne Griffin 7

Let me guess:

Sales might look good on paper, but your bank account tells a different story.

You’ve got bestsellers but no structure to scale. 

Your revenue’s dipped, and you’re second-guessing every decision.

Either way, something’s not right… But you’re not alone.

If you’re a female founder who’s making sales but feeling stuck…

Meet Joanne, your Retail Mentor and Product Best Friend.

I’ll help you create products that pay you with simple actions underpinned by accountability to squash the indecisions.

“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
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Download the free guide to set sales targets you’ll actually hit, and finally feel in control of your income.

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Grab 5 simple, feel-good ways to engage your audience and turn followers into buyers.

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Head to the blog for no-fluff tips on pricing, marketing, and more – written for retail businesses like yours.

Joanna Emily Designs, retail coaching testimonial
When I first contacted Joanne, I felt overwhelmed with prioritising all the different ‘business hats’ I wear throughout the day.

Working with Joanne has been a game changer, she’s easy to talk to, very knowledgeable and very thorough. My business also grew 36% YoY in 2024.

I feel the additional stress on my shoulders has released knowing that I have support whenever needed, and since working with Joanne, my business has grown significantly. I couldn’t have done it without you.
– Joanna, Joanna Emily Designs
Ali Collins Illustration, retail coaching testimonial
I was recommended to Joanne at a time when I was on the verge of giving up. I’d never asked for help before, but meeting Joanne was honestly the best thing that’s ever happened to my little business. She didn’t just teach me the practical skills I needed to move forward – she gave me back my confidence. For the first time in years, I actually believed I could do this.

It’s still early days, but I’ve already had more commissions this year than ever before and I’m excited about what the future holds.
– Ali, Ali Collins Illustration
JoJo Glow, retail coaching testimonial
Working with Jo has truly been a game changer for my business. Her guidance and motivation have been invaluable, especially when I felt completely lost. She’s helped me get back on track and provided support in areas I had no prior knowledge of. I highly recommend hiring a coach when starting a business, and Jo is the perfect person to help you navigate the challenges. Her expertise has made a huge difference, and I couldn’t be more grateful for her support.
– Jo, JoJo Glow
Liz, Trumble Creative, retail coaching testimonial
I loved Joannes friendly and supportive nature and how productive I felt the calls were. I was really impressed with how much we were able to cover but Joanne made it so as I did not feel overwhelmed with what was needed to be done.

She is positive, friendly and I could see how passionate she is in her work and supporting creative small businesses

I was really grateful for your support and had been wanting to work with you for a while and was
– Liz, Trumble Creative
Kirsty, Glassatura Cakes
I’ve read so many books and watched so many videos, but having a mentor on a 1:1 basis, completely tailored to my business, was an absolute game-changer.

Joanne’s worth every penny. Investing in my business during that time was daunting, but it was the best thing I could have done.
– Kirsty, Glassatura Cakes
Bonnie, Bluebells Burrow
My favourite part was having some accountability, keeping me focused on working on goals rather than getting bogged down on daily “stuff” that doesn’t always mean you are developing your business. I found Joanne easy to get on with, approachable but kept me on task. I have learnt loads but also have a plan on areas that I can continue to work on even after my time with her.
– Bonnie, Bluebells Burrow
Festive Fingerprints retail mentoring testimonial
I felt Completely out of my depth before I worked with Joanne. Since working with her I have successfully fulfilled my wholesale order, set up my Not On The High Street shop, learnt how to create and use sales forecasting, understood my margins, developed an entire new Christmas range and prepared it for launch.

To have an hour every 2 weeks to talk nonstop about my business with someone so knowledgeable and who genuinely cares, was absolute bliss and totally priceless.
– Casey, Festive Fingerprints
Liz, Slow Sunday
Working with Joanne fast-tracked things for me and made sure I was thinking with a business mind from the start. The accountability, guidance and amount of knowledge that Joanne has willingly passed on to me is amazing.

I have achieved more in 6 months than I have in the previous 3 years! She has a wealth of experience and knowledge in product-based business. She is also very friendly, kind, calming and trustworthy. I would not be where I am today without making the investment in myself and my business. Give it a go and you won’t regret it!
– Liz, Slow Sunday
I was feeling overwhelmed and unable to let go of control of certain aspects of the business which was stunting both growth and my ability to set boundaries and re charge. I regularly found myself feeling like things were too much and working crazy long hours alone to make the business work.

I have gained perspective on what parts of the business I can let go of by handing over to other people, plus a better knowledge of and ability to navigate wholesale enquiries. I loved having a sounding board to bounce ideas off and someone to hold me to account with plans and actioning the plans.

So do it! It’s important to invest in yourself and your business and you have nothing to lose and potentially everything to gain. Joanne is a sounding board and friend in business to help keep you motivated and focussed. She helped me streamline my plans and prioritise what was important.
– Erinn, Ivy & Gold
Goldie, Goldie Moran
Since then I increased my confidence with asking for the sale, putting myself out there and trying new things. I doubled my mailing list, sent out regular emails, did my first market, launched new products, started to set up international shipping and started to create a wholesale brochure.

If you work with Joanne, you’ll soon be ticking off all of the things you’ve been wanting to start but have been putting off. She is generous in sharing everything she knows with you. It’s like working with a friend who happens to know everything about product businesses.
– Goldie, Goldie Moran
Made by Miriam 1:1 retail mentor testimonial
I have launched successful monthly collections, and craft kit subscriptions and have a plan on paper to go wholesale and more confidence to know my self-worth, ask for the sale and believe in my products. After working with Joanne, I have beaten my sales each month from the previous year and know my products are profitable.

My favourite part of the service was our 1:1 calls – it felt like I was talking to a friend who knew everything about running a small business without judgement or feeling silly asking questions or ideas. It is the best thing I have done for my business and myself.
– Miriam, Made by Miriam
Em Emerson 1:1 retail mentor testimonial
I created a whole range of prints and exhibited them and learnt plenty of lessons along the way, the pricing and working out of that side were brilliant exercises as I really didn’t know about the wholesale side of things and the profit margins which definitely gave me confidence on moving forward with launching.

Meeting with Joanne and discussing everything and being able to bounce ideas off her. Feeling there was a plan of action and always a way to move forward. I always felt lighter and more optimistic and motivated to do more. She is a fountain of knowledge.
– Eileen-Marie, Em Emerson
Sara Sayer, artist
I felt like giving up on illustration and I needed to become more commercial. Since then, I have become much more accountable for my business decisions. I am clearer on all the costs and I really benefited from was planning a launch plan for new products.

Working with Joanne is like having the best cheerleader and teacher rolled into one on your side.
– Sara Sayer, Illustrator & Artist
Safiyyah Studio
I felt lost, I was working month by month rather than having a set plan for the year.

I now have a clear plan, she helped with mindset and I feel more confident about my work. There was help with messaging around product launches, planning content and suggestions on improving sales. I understand sales targets, working out how to use the profit margin and also learnt about wholesale and the process.

I found Joanne very easy to work with and trusted her opinion and ideas based on her experience. If you’re looking for a clear direction, focus and clarity she’s the one.
– Safiyyah, Safiyyah Studio
Johanna Pahalahti artist
I felt really lost. I love to create art, but I find everything else really difficult.

I really loved her way of coaching. She has a very calming and positive attitude. I felt I could trust her and ask her anything. She always had answers and positive ways to move forward. It always surprised me how much we got done in the hour.
– Johanna Pahalahti, Artist
Annie, China Dawgs. Retail Mentoring
Jo has completely revolutionised my business processes, never afraid to get stuck in and help
organise your thoughts, ideas and create positive actions. She has gone above and beyond and no idea or thought is ever too much even at the very beginning stages. She helps coach you from idea to fulfilment. She’s not just a coach, but a very insightful, kind, helpful and warm person.

My favourite part was the bi-weekly check-ins. Creating easy actions off the back of often huge braindumps. I can see the results and my business is more streamlined and I have new best selling products as a result of our brainstorming.

Working with Jo was the best decision for me as I feel so much more organised, my business is streamlined and I have a much better understanding of how to grow.

Working with Jo has revolutionised my business processes and mindset from back to front and I am seeing amazing results in all areas of my life. No area is off discussion and she makes sense and coaches you through any blocks or areas of improvement. Thank you Jo from the bottom of my heart, you’ve made such a huge difference!
– Annie, China Dawgs
Kate Whyley retail mentor testimonial
I felt frustrated and stuck in my own head with an unclear vision of steps to take next. The practical feedback, relevant articles, spreadsheets were thoughtfully tailored to be relevant to my exact needs. I have since grown in confidence in my own ability to make decisions and make great leaps forward without overthinking.

Joanne listened very well, her responses were extremely considered and not generic. I found her thoughtful, professional and kept me on track. She is a business coach who looks at your strengths and how to build on them. This is a great investment.
– Kate, Kate Whyley
Naoko - Rock Me Designs
Before I worked with Joanne I felt overwhelmed, not confident and too close to the detail. I was unable to see the bigger picture and how everything ties together.

Joanne has a good all round understanding of retail business and is able to relate that to small businesses. She is very easy going, listened and understood my feelings on where I needed to improve and was extremely efficient.
– Naoko, Rock Me Designs
1:1 + Group Mentoring Programme
Joanne Griffin 5

What Separates Struggling from Successful businesses?

The 4 Ps to Profit:

  • Products: Refine your ideas into products people actually want to buy.
  • Profit: Make sure those products actually pay you and support your family.
  • Planning: Break big strategies into bite-sized actions that feel doable.
  • Perspective: Clear, honest feedback and accountability to stop overthinking.

1:1 retail mentoring client wins
1:1 retail mentoring client testimonial
1:1 retail mentoring client testimonials

Tried the courses, Googled everything, still stuck? Then (finally) get support that works:

Joanne Griffin 1:1 retail mentoring

Strategy Call

Need answers fast? Book a one-off call to get clear solutions to your most pressing questions. 

Done For You Christmas Sales plan

The Profitable Product Plan

Your 90-day 1:1 mentoring journey to go from chaos to clarity and finally get paid. Without second-guessing every step.

Joanne Griffin from Arnold & Bird

Pricing for Profit Workshop

Watch the masterclass to get clear on your numbers, set profitable prices and have money in the bank. 

Get strategic eyes on:

  • Your products
  • Your pricing
  • Your plan

Underpinned by mindset shifts, honest advice and accountability

So you can:

  • Develop and price profitable products
  • Finally understand your numbers
  • Simply plan for real, scalable growth

Receive real support across everything from:

  • Product development
  • Profit
  • Marketing
  • Wholesale and more

No more second-guessing

1:1 + Group Mentoring Programme
Joanne Griffin 14

My retail journey

With 17+ years in retail and e-commerce (including 7.5 years at notonthehighstreet.com). I’ve supported thousands of product businesses – from behind the scenes and as a seller myself.

From slow sales and burnout to breakout bestsellers with no scalable structure behind them. I’ve seen it all and know how overwhelming it can feel.
And I’m here to change that.

Through 1:1 mentoring and practical retail resources, I help creative product businesses to stop winging it.

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.

My full background

You may know me from

Brands The Creative Flow Collective has worked with

Her guidance and motivation have been invaluable, especially when I felt completely lost. She’s helped me get back on track and provided support in areas I had no prior knowledge of. Jo is the perfect person to help you navigate the challenges. Her expertise has made a huge difference.

Jo, JoJo Glow

Working with Joanne has been a game changer, she’s easy to talk to, very knowledgeable and very thorough. My business has grown significantly, 36% YoY in 2024. I would definitely recommend booking the initial call, you won’t be disappointed!

Joanna, Joanna Emily Designs

I felt Completely out of my depth before I worked with Joanne. To have an hour every 2 weeks to talk nonstop about my business with someone so knowledgeable and who genuinely cares, was absolute bliss and totally priceless.

Casey, Festive Fingerprints

1:1 retail mentoring client wins
1:1 retail mentoring client testimonial
1:1 retail mentoring client testimonials