Twenty-five years of building brands
that women own.
I'm Sarah Quinney — founder of Boardsox, The E-Commerce Agency, and Australia's leading ecommerce business coach for women founders. Twenty-five years in ecommerce, brand and retail; the last nine of those spent helping other women build the kind of business they actually wanted in the first place.
One operator.
Twenty-five years of doing this herself.
How I got here.
A short list of the years that mattered — the businesses I built, the books I wrote, and the moments the work was recognised by the broader e-commerce ecosystem.
I'm Sarah Quinney — founder, operator, and Australia's go-to ecommerce coach for women building brands they intend to own. Twenty-five years inside ecommerce, brand and retail, the last nine of those running the studio in its current form.
I built my first business from a kitchen table on the Surfcoast with two small daughters underfoot. That was Boardsox — now Australia's leading independent surf-protection brand, still shipping out of Victoria eighteen years later.
In 2017 a friend asked for help with her Meta account. The calendar filled inside six months and hasn't really emptied since. Today the studio caps at six concurrent clients — always six — and the Mastermind community has driven over $40 million in client sales.
What I learned in twenty-five years of operating is that the part of the business that scales is the part you can describe in plain English on a Monday. Everything else is decoration.
Four operating principles.
Drawn from twenty-five years of running brands and the studio that coaches them.
Numbers before opinions
Every meeting opens on the P&L. The opinions follow.
- ●Open on the numbers
- ●Decisions reconciled to cash
- ●No dashboard theatre
- ●Receipts on demand
One principal, every call
No juniors are handed the work. You hire me, you get me.
- ●Six concurrent clients
- ●Direct line, AU/NZ hours
- ●Written by me, not a team
- ●Quarterly review with the founder
Long arcs over hacks
Quarterly minimums. Most engagements run two to five years.
- ●Annual planning every November
- ●Quarterly off-site planning
- ●Multi-year retention, by design
- ●Compounding before fireworks
Plain-English systems
If a runbook cannot be read in ten minutes, it isn't a system.
- ●One-page Mondays
- ●Run-books your team will use
- ●No middleware in the shadows
- ●Training baked into delivery
How I got here.
A short list of the years that matter — the businesses I built, the books I wrote, and the moments the work was recognised.
A 30-minute call with me — no team, no juniors. We will find two or three immediate opportunities to lift profitability without adding more to your plate. One per brand.
Satisfaction guarantee.
If the first week of our engagement doesn't deliver the clarity I promised, tell me and we part ways with a full refund. No hard feelings. It's not about changing your mind — it's my promise to deliver work that actually moves your business forward.
Three engagements.
Each quarter.
The studio runs a closed waitlist. New engagements open quarterly — currently three for Q3 2026. Five short prompts. Replies come from me, never a form. Allow two business days.