Business inspired by tragedy makes Forbes list

A woman who named her fledgling business after her mother who died of cancer has made it onto a prestigious list of upcoming entrepreneurs.

The Forbes 30 Under 30 Europe 2024 list highlights rising stars in various industries from music and media to sport and science.

Olivia Jenkins, 27, from Cardiff, was shocked when her jewellery brand made the cut.

"I feel like I need to pinch myself," she said.

She and her boyfriend, Jack Zambakidesco, founded D. Louise in 2021.

The name was inspired by her late mum Deborah Louise, who died in 2017 - something Ms Jenkins said motivated her to embrace life.

"I felt like naming my brand in tribute to her because I knew it would make it a success," she said.

"And mum would have killed me if it wasn't, because her name's on it."

Although never being "super entrepreneurial" until she started D. Louise, Ms Jenkins confessed that making it onto the Forbes rundown, for which you have to apply or be nominated, was always an aim.

She said: "I feel so honoured to be on something so substantial - it doesn't feel real.

"I think it's a dream for any entrepreneur when they're starting out."

But while some people were notified about making the list via email, Ms Jenkins found her application was successful by looking at the Forbes website.

"The feeling was the same as applying to university and you're trying to find if you have gotten in," she said.

Ms Jenkins said she had always been obsessed with jewellery and wanted to make something waterproof and sweatproof that the wearer did not have to remove each time they took a shower or went to the gym.

Since its launch, D. Louise has sold more than 350,000 items, ranging from gold earrings to chain necklaces.

The company is expecting revenue to surpass £9.2m this year and is looking to open a few high street shops, with Cardiff likely to be the first.

However, the journey of starting a small business and turning it into an eight-figure business has been hard.

"It has been a long journey and our blood, sweat and tears have gone into it," said Ms Jenkins.

She urged anyone else wanting to start up their own business to "go for it".

Another Welsh woman to feature on the Forbes list is Dr Sioned Fôn Jones from Waunfawr in Gwynedd.

The 29-year-old is the co-founder and CEO of BoobyBiome, a biotech start-up which is developing a formula supplement from breast milk aimed at improving infant health.

She said: "If I had told myself when I was setting up BoobyBiome as a side hustle to my PhD, that I would be featured in Forbes under 30 list I would have never believed it.

"But here I am, and I also want to acknowledge that BoobyBiome would not be where it is today without the hundreds of women who have donated their milk.

"They are at the core of this and are the reason we do what we do."