Female Founders: Why we need female founders for a strong economy!

What do you think of when you hear the word start-up? Many of us immediately think of great innovations or Silicon Valley, but at least as many think of important success stories and comparatively young men in gray T-shirts. That's all true, but why do so few of us think of women when we hear the word start-up?

The frightening thing: While the proportion of women among German founders has increased slowly but steadily over the last few years, the value is, according to him, fallingStartup Associationthis year compared to the previous year from 20.7 percent to 18.8 percent. After stagnation in 2022 and 2023, there is even a risk of a reversal of the trend in the context of the continuing difficult start-up environment.

A look at the entrepreneurial goal dimensions shows how important it is for society to have the highest possible proportion of women among founders. In general, it can be said that purpose – i.e. a higher goal – plays a crucial role for women in the start-up scene. In addition, women are more likely to feel that they belong to social entrepreneurship and are therefore interested in solving social problems and generally positive change in society in the long term.

Sandra Tabache: The Cornichestands for handmade home accessories from Lebanon. My collection includes silk, cotton and linen cushions and items for custom table decorations such as placemats and coasters. I work with refugee Palestinian women who create extraordinary objects using the traditional embroidery art of Tatreez.

S.T.:Before starting my company, I worked in marketing management for large brands for a long time. The love of brands is in my blood and it has been a long-held wish for me to develop and build my own brand. As a half-Lebanese, I discovered so many beautiful things on my travels to Lebanon. Above all, my heart beats for the Palestinian embroidery Tatreez, which is widespread in Lebanon, and I admire the women who master this craft. This enthusiasm then gave rise to the idea to found a company.

S.T.:Courage, because the step into self-employment is often associated with uncertainty. Perseverance in order not to lose sight of your own vision and to achieve long-term goals. A good feel for numbers in order to operate economically and ensure the financial health of his company.

S.T.:I did a lot of things for the first time when I founded the company: registering a business, putting together a product portfolio or building my own website. But a good network helps a lot. I always knew who to ask for advice or support. It's important to stay true to yourself and not let other people's insecurities or opinions upset you.

S.T.:I have a hard time making generalizations. But basically, my experience from my time working as a marketing manager in international corporations says that women and men act differently in a business context. While men are often more willing to take risks, women are more risk-aware and have a stronger focus on developing sustainable business models.

S.T.:A good network is worth its weight in gold. Exchanges with experienced founders can protect you from making your own mistakes, offer access to valuable insights or help with problem solving. During my start-up phase, a previous business contact supported me in choosing an e-commerce platform that was right for me. The collaboration with the agency that supported me in designing my logo and the first website texts also came about through contacts that I built up during my career. Always be open to exchanges in private and professional contexts.

Column: Lia Martinusis a small but powerful love brand that offers bracelets and statement pieces handmade by me with great attention to detail. What started as a passion project has grown into a small brand that puts “Feel Good Vibes” at its core.

L.K.:I come from a family of entrepreneurs in which my father always gave me the motto “If you can dream it, you can do it”. After his death, this idea became a mission for me: Lia Martinus combines my love of handicrafts with the desire to pass on the positive values ​​that he left me.

L.K.:Passion, perseverance and creativity. Passion for what you do is essential to face daily challenges. Perseverance helps you keep going even in difficult times. Creativity allows us to find new ways and constantly develop the brand.

L.K.:One of the biggest challenges was building Lia Martinus alongside my full-time job. From logistics and accounting to managing the social media channels and creating the online store - I got involved in every process myself. This is no longer the case now and I can concentrate well on Lia Martinus, and the positive feedback from customers shows me that all this work was worth it.

L.K.:I believe that women often bring a holistic perspective that is particularly valuable when it comes to customer loyalty and a brand's values. In an industry driven by emotions and aesthetics, this empathetic approach can help build authentic relationships with customers. It's not just about the product, but about creating an experience and a connection that brings joy in everyday life.

L.K.:There will be moments that are challenging and sometimes discouraging, but that is when perseverance is crucial. The path to independence often requires a lot of patience and a clear vision. Stay focused, develop a strategy that works for you, and trust that the difficult phases are part of the success process.

Michaela Hiltebrandt: tideSkin care products synchronize the skin's natural rhythm using a unique chronobiological method developed by our team of scientists and experts. During the day, our products protect against daily stress factors and prevent skin damage, while at night they regenerate, detoxify, heal and repair the skin barrier. Our formulations combine resilient, biotechnologically derived marine extracts with innovative, science-based active ingredients that are released in a programmed manner. Nutrient-rich marine extracts that thrive in extreme conditions form the basis of our patented Earth Marine CellTech Complex®, improving skin health and quality. Our “hero-only” product approach combines multiple benefits in a single formulation, allowing you to achieve maximum results with minimal effort.

M.H.:After years of successfully establishing other brands in German-speaking countries, I decided to use my expertise and found my own brand. The skin care market often seemed monotonous and characterized by a flood of products and information that was often confusing for customers. In a world characterized by stress, lack of sleep and constant travel, scientific research has shown how much modern lifestyle affects the skin and promotes premature aging. These insights, along with my knowledge, led me to found Tides - a skincare line that combines science, innovation and nature to bring skin into harmony with its natural rhythms. Tides stands for simple but effective skin care that is based on scientifically proven active ingredients and promotes well-being.

M.H.:Confidence in yourself and your vision, passion for what you do and a strong inner drive.

M.H.:The biggest challenge was not the founding itself, but the implementation of the vision - to redefine the skin care industry and create real added value for customers. We develop formulations that combine nature, science and innovation, simplifying customers' routines while increasing efficiency. Sustainability should always go hand in hand with value, which is why we have developed our own packaging design that is not only functional but also aesthetic, creating a special brand moment. At the same time, we have created a new visual language that invites customers to a place of retreat and helps them rediscover their connection to themselves and the natural systems.

M.H.:The focus is on the vision and needs of the company, regardless of the identity of the manager. The management culture has developed positively in recent years. Today it is less about setting strict guidelines and distributing tasks and more about creating an environment in which employees can develop and identify with the vision. By recognizing the individual needs of our talented team members and giving them the freedom to take responsibility, we promote trust and strengthen team dynamics.

M.H.:Believe firmly in your vision and stay authentic. Surround yourself with people who share your passion and support you - this makes the journey much easier. Don't let setbacks discourage you - the path won't always be easy, but it's the challenges that make you stronger and allow you to grow. Be courageous to pursue your ideas and go your own way, even if it is sometimes rocky.

Sara Foehr: Tracery Dirndl Munichstands for high-quality, tailor-made dirndls that combine tradition, simplicity and individuality. I offer my customers the opportunity to design their dream dirndl according to their own ideas - from the choice of fabric and the pattern to the last detail. My focus is on precise craftsmanship, fine materials and personal advice in my studio in Munich. Each dirndl is unique and not only fits perfectly, but also underlines the personality of the wearer. Whether for Oktoberfest, folk festivals or weddings. At Maßwerk Dirndl Munich, every dirndl becomes a special experience. My motto “Your dirndl. Your style. Your tradition.”

S.F.:The desire for independence and the realization of my own vision drove me to found Maßwerk Dirndl Munich. After I had already founded my own label in 2018, it wasn't easy for me to take this step again. But there is nothing better than following your dreams and continually learning from your mistakes. I'm still at the beginning of this journey, but that's exactly what makes it so exciting. My goal is to build a brand that stands for quality, personality and craftsmanship. For the future, I would like to make my studio in Munich a place where women feel inspired and understood. I want to grow and reach more people.

S.F.:As a founder, you need the courage to take risks, break new ground and stand up for your own visions. Especially when starting a business for the second time, this courage brings with it the strength to learn from previous experiences and develop further. My enthusiasm for fashion and design has accompanied me since I studied fashion design and has motivated me to make women feel good. This passion gave me the drive to create a new brand with Maßwerk Dirndl Munich. Building a business means overcoming ups and downs. My previous experiences as a founder have shown me how important it is to stick with it and not be put off by challenges. Courage, passion and perseverance are the qualities that accompany me on my path as an entrepreneur and help me to keep a cool head in both positive and negative moments.

S.F.:There were a lot of decisions to make, especially in the early stages, but the biggest challenge and fear was definitely getting my first customers. From my first self-employment I knew how long and challenging this process can be. It takes a lot of patience to build trust and reach the right people. The uncertainty as to whether my idea would be received by the customers and whether they would be willing to invest in a tailor-made dirndl was a big hurdle at the beginning. But with every satisfied customer, the trust in your own brand grows. It became clear to me how valuable personal advice really is.

S.F.:Yes, I think that women often make more emotional decisions when starting a business. As a woman, I often tend to rely heavily on relationships and communication. Qualities that are very helpful in business management and in building trust with customers and partners. At the same time, I notice that in a business world dominated by men, female managers often have to overcome hurdles in order to be taken seriously. As a woman who offers a product specifically for women, I actually see it as a big advantage. I can understand the needs, wishes and expectations of my customers much better because I know exactly what it means to find the perfect dirndl. This authenticity and closeness can make a big difference. However, I do not rule out bringing products for men onto the market in the near future.

S.F.:My advice to young female founders would be to believe in yourself and not be discouraged by doubts or setbacks. The path to self-employment is rarely easy, but it is also an incredibly valuable journey. Here you can grow not only as an entrepreneur, but also as a person. It is also important to have a clear vision and to pursue it consistently. If you are passionate about your product or idea, you will find the motivation you need to get through difficult phases. Success takes time. From my experience, it is also good to remain flexible and adapt when necessary. And last but not least: Find a good network and support. You don't have to do everything alone. Exchange ideas with other founders and entrepreneurs. It often helps if you inspire each other and learn from each other.

Do you want to start your own company? Programs like thatGrace Acceleratoror Google's Immersion: Female Founders program supports women in founding companies in a variety of ways. Have the courage and tell us your success story on Elle.de!