Luxury, Science & Sisterhood: Inside SISTERLY with Co-Founder Jennifer O’Connell

If you’re anything like me, you’ve probably got a graveyard of supplements in a cupboard or under the sink, half-empty jars of vitamins that promised the world but now just gather dust. And when you do remember to take them, you’re faced with a mountain of pills of all shapes and sizes. Ugh.

Well, my guest this week is here to save us from that nightmare. Jennifer O’Connell, a friend of mine from our university days, left a 20-year career as a top barrister in Dublin and New York to co-found SISTERLY, alongside her two brilliant friends, Aoife Matthews and Louise O'Riordan.

We chat about:

• How Jennifer’s legal career helped her navigate everything from trademarks to manufacturing disputes
• Why designing for women not small men makes all the difference
• The three-year journey to perfecting a powder supplement that’s now winning awards (and hearts!)
• How community and authenticity are driving their grassroots growth – from cold-water swims at the 40 Foot to Sisterly Summits in London and Dublin
• The power of organic advocacy: think Sonia O’Sullivan, Liz Earle, Trinny Woodall, and even the cast of Rivals (Victoria Smurfit doppleganger?!)

What I love about this story (and I hope you will too) is that it’s about more than supplements; it’s about sisterhood, collaboration, and creating something that truly elevates women’s everyday health.

Oh, and “Women are not small men.” When you design specifically for women, you make a better product for women. SISTERLY have nailed that, from the science to the packaging to the way they show up in the world. And I love how they’re building community in such a natural, joyful way, not just selling a product but inviting women to connect, dance, swim, and lift each other up. 

Enjoy, I hope you all learn loads!

Useful links

• SISTERLY website https://sisterlylabs.com
• Follow on Instagram @sisterly_lab
• Follow on Facebook https://www.facebook.com/sisterlylab
• Connect with Jennifer on LinkedIn https://www.linkedin.com/in/jennifer-o´connell-b1066022a/
• Connect with Aoife Matthews https://www.linkedin.com/in/aoifematthews/
• Connect with Louise O'Riordan https://www.linkedin.com/in/louise-oriordan/

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Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm

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If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.

But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.

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So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.

With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.

Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.

If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!

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