From Courtroom to Boardroom: The Sisterly Success Story
Jennifer O'Connell made a bold leap from a high-powered law career to co-founding Sisterly, a wellness company that achieved a remarkable £1 million turnover in its debut year. Alongside friends Aoife Matthews and Louise O'Riordan, she identified a gap in the market for products supporting women's hormones, immunity, and energy levels, despite having no prior experience in the field.
Building a Foundation on Expert Consensus
For three years, O'Connell balanced her work as a barrister with developing Sisterly's signature product, The Elevator. The team consulted a panel of medical experts, including a GP, hormone specialist, phycologist, food scientist, nutritional therapist, and sports nutritionist. "As a barrister, I'd seen experts argue that black was white, so consensus was crucial," O'Connell explained, highlighting the rigorous approach that delayed their launch but ensured quality.
The Elevator, an award-winning powder containing 23 synergistic nutrients like magnesium and vitamin D, now boasts over 3,000 subscribers, including notable figures such as Olympic athlete Sonia O'Sullivan and entrepreneur Liz Earle. O'Connell's personal health struggles, including a weak immune system and bouts of Covid-19, inspired the venture after seeking advice from Matthews, who had nutrition qualifications.
Navigating Challenges and Securing Growth
Self-funding initially, Sisterly later attracted investment from family, friends, and Enterprise Ireland, an Irish government agency. O'Connell emphasized careful financial planning, stating, "I took baby steps to make myself comfortable before taking the leap." The brand's minimalist spending and word-of-mouth growth strategy paid off, with high-end retailers like Harrods and Whole Foods now stocking their products.
However, the journey wasn't without hurdles. An unexpected customer surge coincided with manufacturing issues, forcing O'Connell to scramble for solutions while on holiday. "It was awful, but we fixed it without running out of stock," she recalled, noting that safeguards with backup manufacturers are now in place.
Lessons from Law to Entrepreneurship
O'Connell credits her legal background for teaching resilience and thoroughness. "You learn to cross-check everything and not settle for the first answer," she said, advising aspiring entrepreneurs to trust their instincts, find complementary partners, and focus on small, incremental steps rather than overwhelming end goals.
As a champion of the FFinc Forward Faster Accelerator 100, a UK programme for female-founded companies launched in September 2025, O'Connell's story underscores the power of perseverance and expert collaboration in building a successful business from scratch.
