SEPTEMBER 2026 
5 MIN READ
For nearly four decades, AXA customer, Samantha, had enjoyed a successful career in the insurance industry. But over time, she began to wonder if there was something else, she was meant to do. Inspired by two furry friends close to home, she decided to take the leap and start her own small business!
Hi Samantha, can you tell us about your previous career?
For nearly four decades, my working life looked very different from what it does today. In 1985, I began my career in the insurance industry in the City of London. It was a successful career and one that I enjoyed, but as the years passed, I found myself wondering if there was something else that I was meant to be doing.
What inspired you to start your small business?
By 2018, I was ready for a new challenge. The question was, what? I started by thinking about what brought me the most joy, and the answer was simple — my two beloved dogs, Holly and Bella.
Can you tell us about your small business?
Inspired by (my dogs), I named the business after them: ‘Hollibels’. And (from there,) I began making wholesome, natural dog treats in my spare time and (then) selling them at local farmers’ markets. What started as a small passion project quickly gained momentum! As demand grew, I expanded the range to include collars, leads and accessories, and travelled to farmers’ markets, county shows and Christmas fairs across the region.
The more the business grew, the more I realised that this dream might actually become a reality. In 2022, while still working full-time in the city, I took the leap and opened my own dog boutique. It was a huge step and, at times, a daunting one, but I was determined to make it work.
Then, in 2024, I made the biggest decision of all. After almost 40 years in insurance, I left my city career behind and committed fully to the business. We expanded the team and started designing and producing our own dog beds, collars, leads and accessories, and while continuing to build a brand centred around quality, craftsmanship and a genuine love of dogs.
Is there anything specific you applied from your past career to Hollibels?
My experience from the city has been helpful because it taught me things like planning, budgeting, and even the simple things like using an Excel spreadsheet. It’s also given me that experience of talking to new people, as that can be a bit overwhelming at times, and also a bit daunting. So, I think, certainly for me, having that city experience was really helpful once I got my head around it!
With the success of Hollibels, is starting a business something that you wish you’d done sooner? Or do you think having time, and doing it a bit later was the right fit for you?
If I’m honest, I should have done it sooner. Whether or not I would have been successful if I’d have done it when I was younger, I don’t know. As I think now that I’m older, I’m a bit calmer, and I take a bit more time. Whereas when I was younger, I was more so, come on, let’s just get going! So, I think there’s two sides.
One part of me does wish that I’d done it sooner, because it’s something that I really enjoy doing. And I think I ended up (previously working) in the city just because that’s where I happened to get a job. And then, I stayed there because I was earning a salary and that sort of thing.
And jumping off that can be quite scary. And I think if you do it when you’re younger, you (tend to have) bigger financial commitments, and as you get a bit older, they seem to be less. So, you can take a bit more of a leap of faith! And, if it works, then that’s brilliant. But also, if it doesn’t work, it’s not quite so dramatic as if you’d have done it in your 30s, when maybe you’ve got a young family etc.
By 2018, I was ready for a new challenge. The question was, what? I started by thinking about what brought me the most joy, and the answer was simple — my two beloved dogs, Holly and Bella.”
Startup advice
What advice would you give to anyone who’s looking to start their own small business or startup later in life?
I think you’ve got to pick something that you’re really interested in. You can’t do it half-hearted, you really can’t. If I hadn’t have gone down the dog route, then I wouldn’t have done it (started my own business) because I can’t think of anything else that I am that deeply interested in.
And I think you’ve got to have a bit of a financial safety net behind you, because there will be weeks where you think, oh my God, I’m just not taking in enough money, and that can be really quite scary. And you can have weeks like that. And if you get two of those back-to-back, then that’s quite tough. So, you’ve got to have a bit of a safety net.
You’ve also got to realise you’re going to make some mistakes. Be it that you order the wrong thing or that you start to work with a supplier and it just doesn’t work for you, and you end up thinking, I shouldn’t have done that. But everything is a learning.
So, I think you’ve got to have patience, and you’ve got to have some financial backing, be it savings or someone that will put some money into it. You’ve got to work with good people, and if you employ staff, you’ve got to have people that are as genuinely interested as you are.
Even at my age, I’ve learned so much about running a business, and I’ve learned a lot through trial and error and getting it wrong. You know, I have made some mistakes, and I have lost money because I’ve made mistakes. And some of them, when I look back on them, have been stupid, foolish mistakes because I’ve acted too quickly. I’ve just gone out and bought something and thought, yeah that’ll be it, and then realised it’s not. So, I think also with age sometimes comes a bit of wisdom. I’m not saying people in their 20s and 30s don’t have wisdom, but you get a bit more as you get older!
Is there anything else you feel is worth mentioning?
As an older person moving into the world of their own start up business, technology can be a real headache. I’m not too bad with it, as I came from a corporate world. However, setting up systems and using social media is a whole new world to me and that can be daunting. To be honest, I use AI a lot to help with ideas for social media and marketing and website design - this may not be an issue for someone younger who has been brought up with it! But it has been a real challenge for me, and if I had the budget to get someone to do it for me then I would, but I have learnt on the job which has been challenging but also interesting!
Taking a leap of faith
Today, at 59 years old, I am enjoying my second career more than I ever imagined possible! Every day I get to meet wonderful people, spend time with their dogs, and build something that started with a simple idea and two very special spaniels.
If there is one thing my journey has taught me, it is that it is never too late to make a change. Taking that first step can be frightening, but sometimes the greatest opportunities come from following your passion and believing in yourself.
After all, my second career began with two dogs called Holly and Bella — and it has turned out to be the best decision I ever made.
The first step can be frightening, but startup insurance from AXA can help make sure you’re putting your best foot forward from day one.