Forbes 30 under 30 includes Cardiff businesses inspired by tragedy

A woman who named her fledgling business after her mother who died of cancer has been named in a prestigious list of up-and-coming entrepreneurs.

Forbes' 2024 Europe 30 Under 30 list highlights rising stars from a variety of industries, from music and media to sports and science.

Olivia Jenkins, 27, from Cardiff, was shocked to find out her jewelery brand was selected.

“I feel like I need to pinch myself,” she said.

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

The name was inspired by her late mother Deborah Louise, who passed away in 2017, and Jenkins said her words inspired her to embrace life.

“I wanted to name my brand in her honor because I knew it would be a success,” she said.

“If I hadn't, my mother would have killed me, because her name is on it.”

Jenkins confessed that he was never a “super-entrepreneur” before starting D. Louise, but that his goal was always to be on the Forbes list, which you have to apply for or be nominated for.

She said: “I feel so honored to be a part of something so important, but it just doesn’t seem real.

“I think that’s a fledgling dream for entrepreneurs.”

But while some people were notified by email about being on the list, Jenkins found out her application had been successful by checking the Forbes website.

“The feeling was the same as applying to college and trying to see if I would get in,” she said.

Jenkins said she had always been obsessed with jewelry and wanted to create something that was waterproof and sweat-resistant so the wearer didn't have to take it off every time she showered 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 expects revenues to exceed £9.2 million this year and is considering opening several high street shops, with Cardiff likely to be the first.

But the journey from starting a small business to growing it into an eight-figure business was difficult.

“This has been a long journey and our blood, sweat and tears have gone into it,” Jenkins said.

She advised anyone looking to start their own business to “go for it.”

Another Welsh woman to feature on Forbes' list is Dr Sioned von Jones, of Waunfawr, Gwynedd.

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

She said: She says, “If I had told myself when I started BoobyBiome as a side hustle for my PhD that I would be on the Forbes 30 Under 30 list, I never would have believed it.

“But I’m here and I also want to acknowledge that the Booby Biome wouldn’t be what it is today if it weren’t for the hundreds of women who donated milk.

“They're at the heart of this issue and the reason we're doing what we're doing.”