This journey for me started the same way so many good ones do. In the thick of motherhood, sleep-deprived, trying to figure out why my baby didn’t get the memo about routines. Sharing our messy, real story online grew into a village — women from across Aotearoa who were craving honesty, connection, and a space where they didn’t have to pretend everything was perfect.
Bringing women together so they feel less alone — and more capable — in every season of lif
I love community. I believe in belonging. I believe that every woman deserves to feel powerful, capable, and supported — especially when she’s juggling motherhood, business ideas, dreams, and the never-ending load of life.
And as the conversations in my Dms grew deeper and deeper, talking to women all over the country who were at the heart of it, all looking for the same thing, Embassy — and now Empire Group — was born. I want to create a space where women can:
I believe we’ve already got the heart. We just need the roadmap. That’s what I help with.
The extraordinary life I have today isn’t because I had an easy start in life…. But every challenge I’ve faced and overcome has empowered me to support others to do the same.
Born in Rawene Hospital on July 30th, 1985, the first 17 years of my life were spent in Hōreke, a small community on the southern banks of the Hokianga Harbour. My grandparents, Dick & Lila Holdaway were well-known in the community, for both their volunteering, and they ran the local Bed & Breakfast, Riverhead.
In 2003, we moved to Auckland, I started my 7th Form Year at Auckland Girls Grammar, and half way through that year my family moved to Indonesia, and I was ‘left behind’.
2004 - 2007 were messy. That’s all we’ll say. I’ve shared my story openly on Patreon & within Embassy, and am still working up the relationships needed to be able to share more openly to the world.
Midday through 2007 - AJ and I met. We were together for 8 years, before deciding to take the next step into parenthood.
In September 2015, Ziggy was born. By June 2016, I was blogging on Facebook under the name ‘Raising Ziggy’
2018 is when the Embassy Community was created. I had a solid online following, but everything was so one sided. People could dm me, talk to me, share to me, but something was missing - a place where we could come together. I created a FB group - Embassy, and it’s still going strong today.
March 2019: Working in conjunction with a period company, I held a ‘Fill-a’Bag’ fundraiser in Hamilton. We raised $2,700 in 45 minutes.
June 2019: Following the success of the Hamilton event, the incredible wāhine of Embassy and I coordinated an Aotearoa-Wide Fill-a-Bag’, with simultaneous fundraisers across the country. We raised $30,000 in one weekend.
Also in 2019, my book Sunflowers Don’t Grow in Winter was published by Wildling Books.
2020: Bought Covid, and our online community exploded, as people searched for connection during lockdown. At the end of the year, AJ and I got married, and then moved back home to Northland, all within 2 weeks, starting the New year of 2021 in a new house, with a brand new community.
2021 - Now: Since moving home, AJ and I have reconnected to our māoritanga, both studying at Te Wānanga ō Aotearoa, with AJs art moving in that direction also. As I type this he is in his final year of study for a bachelors in Māori Art and I am looking to return to study this year. My online mahi continues to evolve and grow, and weithin that, the community we started in 2018 is still stong, with new members joining all the time.
A community for mums, with added support for women building small businesses with heart. Women who don’t fit the traditional “entrepreneur” mould, because they’re also raising babies, navigating life, and determined to leave the planet better for their kids. Maybe you’re a mum who’s tired of the comparison game. Maybe you have a small business idea you believe in. Maybe you’ve felt lost in motherhood, or unsure where to start with social media.
Come and be a part of it. Welcome to Embassy.
