She-IY SOS nails business success

A Sunderland DIY business is breaking down industry stereotypes.

She-IY SOS, founded by mother of two Laura Bartlett in May, is a female-led DIY service offering everything from gardening to wall panelling, painting and wallpapering. 

After 27 years in local government, Laura turned her lifelong passion for DIY and upcycling into a business that’s already proving popular, with her bookings filling up months in advance.

She said: “From cleaning to gardening, decorating, fixing what’s broken, assembling flat-pack furniture and genuinely just keeping a clutter-free, Pinterest-worthy home, I’ve always been handy and done everything myself.

“It wasn’t until recently however when I’d renovated my home and my friends began asking me why I haven’t set up a business to do it full-time, and that was that. 

“I got in touch with the BIC and the rest is history.

“With skills honed through necessity, passion, and a healthy dose of stubbornness, I’ve turned my side hustle into a calling – with a lot of help along the way from my DIY hero of a dad, who I still sense check some jobs with!”

What sets She-IY SOS apart is its focus on empowering women through practical support and hands-on learning in a traditionally male-dominated industry. 

Many of Laura’s clients are women who value having someone they feel safe and comfortable with in their homes – something she says is central to the business’s early success.

Laura added: “I think being a female-led business has definitely been a key factor in my success so far. 

“I have built a strong client base comprising mainly of females and I often receive comments about how nice it is to have a woman around.

“Some have said that they feel insecure at times having unknown men around the house, but the majority of the time they just like having a woman to talk to and learn from. 

“It really helps those feeling isolated too. 

“I always knew there would be a market for it, but I never expected it to have this much of an impact on people’s lives.”

Start-up support came via the North East BIC through Enterprising Sunderland, backed by the UK Shared Prosperity Fund, which helped Laura shape a clear plan for growth.

Looking ahead, she hopes to create more employment opportunities for women, expand into business-to-business services, and work with schools and colleges to introduce DIY skills to girls and young women.

Laura added: “I met with Helen Wardropper, a business adviser from the BIC, and she has just been great. 

“Straight away we knew there was a gap, so we pulled together a business plan, which I’d never even thought about, and set about getting the wheels in motion.

“Without their help and advice, I may not have taken this step. 

“Their support has been both practical and motivational. 

“From helping me refine my business plan to offering workshops on business planning, marketing and finance, they’ve encouraged me every step of the way.”

Helen added: “Like many people who are considering self-employment, Laura wanted independence, to be her own boss and to provide an income for her two children, so it’s fantastic to see her doing exactly that.

“In just a couple of months, she has set up a business from scratch and established a loyal customer base which is no small feat. 

“It’s a fantastic success story for anyone wishing to set up a business and I have every confidence it will continue to go from strength-to-strength as it continues to grow.”

Councillor Kevin Johnston, cabinet member for business, housing and regeneration at Sunderland City Council, added: “The Enterprising Sunderland programme was established to accelerate business start up and growth across the city, providing residents with the advice and support required to turn their hobbies and expertise into successful businesses, and Laura is a fantastic example of that.

“In such a short space of time, she has turned her love of gardening and DIY into a thriving new business, while also having a really positive impact on people’s lives. 

“She is another fantastic success story for the programme and we are thrilled to have been able to support her on her journey.”

You can contact or follow She-IY SOS on Facebook and LinkedIn.

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