I never went to university. So walking into a residential at Oxford University for the Goldman Sachs 10,000 Small Businesses Programme was a moment. The venue. The people. The whole vibe. I found myself asking, “What am I doing here?” I run a beauty brand. A brand I absolutely adore. But would Mooeys fit in a room full of finance experts, tech founders and serious-sounding CEOs?
Why I Applied
Because I love Mooeys. I love what we’ve built, the vibe we’ve created, and the incredible team around it. But truthfully, I was tired. The kind of tired that comes from carrying it all for a long time. After some really tough years, I found myself feeling uncertain. Did I still have what it takes to grow this thing? Could Mooeys be bigger than what we’d already built? Could I?
And as any founder knows, business can feel lonely. Even with the best team in the world, it’s easy to question yourself. I wanted perspective. I wanted challenge. I wanted to get clear on where Mooeys was going — and how I could take us there.
What the Programme Actually Involved
This wasn’t just a course. It was 16 weeks of serious reflection, strategy, and support — designed for founders who are in it. People who are running the show and need to step back and work on the bigger picture.
We had residentials at Oxford University and sessions run by Oxford Saïd Business School, Aston University in Birmingham, and some of the best minds in leadership, marketing, finance, tech, AI, and international trade. We covered everything from purpose-driven strategy and sustainability, to team structure, funding, and scaling operations.
We were split into small growth groups of six, supported by a dedicated growth expert who challenged and championed us. Every week we’d discuss our ideas, and help each other refine our plans. We finished by presenting our full growth plans to a room of peers and experts — and I’ll be honest, that part nearly broke me.
Walking into Oxford, Wondering if I Belonged
I felt excited, yes. But mostly? I felt intimidated. Mega imposter syndrome kicked in. Like someone was going to pull me aside and say, “Sorry, love, you’re not meant to be here.” I worried about our finances being scrutinised. Would they see that we’ve reinvested everything into the business and think I was doing it wrong? I worried that Mooeys was too small, too niche, too… fluffy.
During the first residential, I had to step outside during a break. I was completely overwhelmed. Tears and all. But once I started listening to others in the room, I realised something powerful. Every single person was wrestling with the same stuff. High turnover doesn’t mean high profit. Big teams bring big challenges. We were all just doing our best.
And that’s when something clicked. I relaxed. I found my vibe. I belonged there.
My Growth Group: Legends, Every One
Out of 72 businesses, we were split into small growth groups of six. My group? Absolute legends. Inspirational, supportive, and the loudest cheerleaders I never knew I needed.
We had a dedicated growth expert too. Someone I’ll admire forever. The kind of person who sees straight through the noise and gets to the good stuff. They helped me reflect on the journey so far, see the gaps, and realise just how much we’ve actually achieved.
Why Goldman Sachs Does This
This whole experience was made possible by Goldman Sachs. Yes, that Goldman Sachs. They created the 10,000 Small Businesses programme to invest in businesses like Mooeys. It’s their passion project, a form of philanthropy focused on helping small and medium-sized businesses thrive. Why? Because SMEs make up over 99% of all UK businesses and account for around 52% of private sector turnover. Goldman Sachs knows that supporting us means strengthening the entire economy. This programme isn’t about ticking boxes. It’s about real impact. And they deliver it with depth, care, and purpose.
What I Learned (and Unlearned)
- Every business is hard behind the scenes. Whether you’re in logistics, tech, skincare or waxing, no one has it all figured out.
- Entrepreneurs are a whole different breed. We thrive in chaos, we love the hustle, and we will find a solution to anything. It’s in our DNA.
- Purpose before profit. When you lead with heart, the right people show up. Clients, team, partners. And yes, the money follows.
Finding My Way Back to Mooeys
Before I joined the programme, I was considering franchising out my own Mooeys salons and focusing solely on the Franchise arm. I was exhausted after years of tough decisions, transitions, and just keeping everything afloat.
But this programme made me fall in love with Mooeys all over again.
It reminded me that exhaustion doesn’t mean failure. It means I’ve been doing the work. That leadership is hard, and juggling a business and a team and a vision is no small feat. But also? That I’m good at it. That Mooeys matters. And that I’ve built something worth scaling.
The Moment That Changed Everything
Each of us had to present our growth plan in just 8 minutes to a panel of business leaders and experts. I was terrified. Fully vulnerable. I worried they’d laugh at the name, dismiss the model, or think beauty was too “lightweight.”
Instead? They loved it.
The room laughed in all the right places. They asked smart questions. They offered advice. And they believed in me and Mooeys. I walked away from that presentation with 30 people genuinely excited to see what I do next. I’ll never forget that feeling.
Reconnecting with My Why
Mooeys was never just about nails and waxing. It was about creating a space that felt safe, friendly, and welcoming. A place where mums could bring their babies and not be judged if they cried. Where you don’t need to feel polished or “salon-ready” to walk in the door. Where therapists are trained to care, not just perform treatments. That’s always been the why. And I’ve never felt more aligned with it than I do now.
What’s Next for Mooeys Franchise & Mooeys Professional
This programme helped me reconnect not just with my purpose, but with my vision for Mooeys and how we grow it the right way.
We’re now working with a specialist franchise marketing agency to strategically grow the Mooeys brand. This means targeted campaigns, focused territory launches, and supporting more salon owners to become part of the Mooeys family.
We’re also developing a Salon Conversion Programme — so if you already own a beauty salon and want to align with a purpose-led, values-driven brand, you can join us through a structured rebrand and support process.
And one of the most exciting things we’re planning is a matchmaking service — where we help existing salon owners who are ready to sell, connect with potential Mooeys franchisees who are ready to invest. We’ll create a salon valuation framework, assess the opportunity, and support both sides through the process. More on that soon.
Whether you’re already part of Mooeys, run your own salon and want a new direction, or you’re considering buying into a beauty business that has soul — this is just the beginning of what we’re building.
Final Words
I’ll always be proud of what Mooeys has become. But this experience reminded me just how much more is possible when we dream big, lead with purpose, and surround ourselves with people who lift us.
We’re growing. But more importantly, we’re growing with heart.
If you want to be part of that, as a partner, a client, or a future Mooeys franchisee — I’d love to chat.
Hold on to your pants. It’s about to get mega. 🐮
Amy x
Who Should Apply for the Programme?
If you’re running a business with £250k+ turnover and you feel like:
- You’re constantly on the back foot
- You’re passionate, but exhausted
- You have something special but you’re stuck
- You need your business tribe — people who just get it
Please check out Goldman Sachs 10,000 Small Businesses. It’s application only. It’s intense. And it might just change everything for you, too.