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Member Profile

Sophie Doyle

CEO/Chief Alf Mama Alf the Label Retail

Perth Western Australia, Australia
Member Since Jun, 2019

"Just do it."

Firstly I'm a Mum, a wife a daughter and a friend. Secondly, I'm the founder of Alf the Label... an Aussie owned baby bag brand disrupting the daggy diaper bag industry.

Determined, motivated and tall ;-)

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My work life blend

Why are you a Business Chicks member?

I want to be surrounded by like-minded, exceptional and successful women who love to thrive on crushing their goals.

What's been the biggest pinch-me moment of your career?

Being stopped at the airport by a stranger who asked "are you the Mum who runs Alf the Label"

How do you deal with setbacks, failures and fear?

Have a little moment of feeling sad... then a moment of reflection... then a moment of seeing the silver lining. I believe everything happens for a reason - and I try to figure out what the goodness is.

What's the best piece of advice you have ever received?

Eat avocado on Vegemite toast. It's the bomb. Thanks Nikki Wilson Smith x

Which women inspire you and why?

Strong women with can do attitudes.

What's been the biggest challenge you have faced and how did it help shape who you are today?

I was diagnosed with a small benign brain tumour and Diabetes Insipidis at age 20. It put life in perspective for me and gave me the 'just do it' attitude, because you really don't know what's around the corner. You might as well make the life you have been given the most fun and fulfilling you can!

What are you really good at? (We know this one's hard, you guys! As women, we tend to talk about what everyone else is good at. But now it's your turn.)

Inspiring others on their own journey - and building a brand. I'm so proud of the business I have built.

What makes you happy?

Being creative and being with my hubby and kids

What's your definition of success, and how will you know when you've got there? (Go on, aim high!)

When we are turning over $1m per annum

My #BusinessChicks moments

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