Top End Icon's Top Tips for Small Business Success

Reigning Australian Women’s Small Business Champion Awards ICON winner, Estelle Cornell, on the benefits of business awards and her third florist shop opening

From thousands of entrants from right across the country, it was Darwin’s own Estelle Cornell of Allora Gardens Nursery, who took-out the very first ‘Small Business Champion Woman Icon’ award at last year’s (2022) inaugural Australian Women’s Small Business Champion Awards.

A celebration of the increasing number of Australian female small business owners, the Australian Women’s Small Business Champion Awards are on again this year and FREE entry is now open, but only until 21 July 2023.

A self-made successful businesswoman of more than four decades, Estelle espouses the marketing power of business awards and says that awards are also excellent for boosting staff morale.

“Awards have the power to inspire not just individual recipients but the staff behind businesses too. I strongly encourage businesswomen from right across the Top End to enter the Australian Women’s Small Business Champion Awards. It’s a programme with creditability and it’s so wonderful that we finally have an event that really showcases women in small businesses from so many sectors,” says Estelle.

“My mother taught me to get up, dress up, show up but never give up; and they’re words that I still live by in business. It’s not always easy but perseverance is key,” she adds.

Estelle has overcome myriad challenges over the years including cyclone damage to her business and numerous occasions of vandalism by thieves.

“My top tips for female new business owners are to keep strong and do not be afraid to question what’s been told to you. If you believe in it, don’t give up on it. Be firm but fair.

“Do your research and do it thoroughly. Identify your target audience and meet their needs.

“I also urge small business owners to take time to find the correct people to work with in their businesses. It really is so important.

“As women in business, we must keep teaching our young people. We must support the communities in which we operate and we must also support the disadvantaged and disabled. These are often overlooked but critical factors of business success; and recognition of these factors through award programmes is both humbling and worthwhile to building your brand,” adds Estelle.

Estelle recently opened her third florist shop, with Allora Gardens Florist now operating within the serene setting of her famous Allora Gardens Nursery.

Estelle says she opened the third florist shop to “maximise business opportunities that have stemmed from the new suburbs and industrial developments being built around Allora Gardens Nursery.”

“It’s a venture I’ve been working on for some time now and I’m exceptionally proud of this third shop.

“People can expect to see the inspiration of local florals and fauna; and I think our living gifts – or plants with personality as we call them – will be well-received by locals too,” adds Estelle.

This year marks the second consecutive year of the Australian Women’s Small Business Champion Awards, which spotlight the achievements of some of the nation’s most inspiring women in small business. Enter via: https://www.womensbusinesschampions.com.au/