Meet the Emerging Founders Taking Over SO:ME Space
From handmade Afghan embroidery and Afro haircare to ethical henna, wellness journals, children’s health education products and purpose-led accessories, there will be plenty to discover during the two-week residency at SO:ME Space from Wednesday 21 October to Sunday 1 November.
The residency is part of On Her Path: Retail Ready, a new initiative developed by In Her Name in partnership with South Melbourne Market and supported by National Fashion College.
Established by the Australian Multicultural Foundation to honour the enduring legacy of pioneering Australian fashion designer and businesswoman Carla Zampatti AC, In Her Name supports young women from first-generation migrant and refugee backgrounds through scholarships, mentorship, professional networks and industry opportunities.
From business development to the retail floor
On Her Path: Retail Ready provides six founders with the practical preparation and support needed to take their businesses into a physical retail environment.
In the six weeks leading up to Melbourne Fashion Week, each founder will be paired with a National Fashion College intern and receive hands-on assistance across brand development, visual identity, stall presentation, signage, content, social media, customer experience and preparation for trading in a busy retail environment.
The program will culminate in eight trading days at SO:ME Space, where the founders will have the opportunity to showcase their products, connect with customers and put their new skills into practice.
Director of In Her Name Katrina Scaramella said the program was created to address the barriers many emerging founders face when taking the next step in business.
“Talent and ambition are not the issue. Access is. Many of the women we work with are developing strong businesses and products, but they are doing it without inherited professional networks, significant capital or the industry connections that can help a young business take its next step.”
South Melbourne Market Executive Director Sophie McCarthy said the partnership reflected the Market’s commitment to supporting independent and emerging businesses.
“South Melbourne Market has always been a place where independent businesses, makers and ideas can find an audience. We’re incredibly proud to partner with In Her Name and provide these six women with the opportunity to bring their businesses into SO:ME Space.”
Meet the founders
Natacha Adanlessossi, AFRO Hair by Natacha
Based in Ballarat, Natacha established AFRO Hair by Natacha in response to the limited availability of specialised Afro hair services in regional Victoria.
Since then, the business has expanded from a service-based offering into a growing range of more than 15 Afro hair products, as well as face and body soaps. The products have been formulated to support Afro hair but can be enjoyed by customers of all backgrounds.
Natacha is also a 2022 In Her Name alumna and has continued to grow her business and customer base across regional Victoria and Melbourne.
Mona El-Rahi, Henna HQ
Mona is an artist and the founder of Henna HQ, a creative business grounded in accessibility, education and ethical practice.
After struggling to find someone willing to teach her the art of henna at the age of 16, Mona taught herself. That experience helped shape the purpose of Henna HQ, ensuring others would not face the same barriers.
Over the past seven years, the business has grown into a structured creative enterprise delivering workshops for councils and not-for-profit organisations, helping more people access and learn about the art form.
Mursal Azizi, Hoori Handmade
Founded in 2025, Hoori Handmade connects Afghan women artisans with global markets through traditional embroidery and handmade products.
What began with 36 artisans has grown to include 75 women, most of whom are the sole income earners for their families.
The social enterprise was launched through a Creative Australia-funded exhibition at Next Wave in Melbourne and brings together traditional skills, distinctive handmade products and meaningful economic opportunities.
Donna Shewani, Kind Rebel
Kind Rebel is a social enterprise creating values-based education and products designed to encourage kindness among young people.
Its founding book, The Way of the Kind Rebel, launches in 2026. Alongside the book, Donna produces a range of distinctive bucket bags inspired by childhood experiences of carrying water.
Together, the products form part of Kind Rebel’s broader work to show that kindness is a strength and can be an active force for change.
Henrietta Amevor, The Good Gratitude Journal
The Good Gratitude is a wellness organisation and product brand created in response to social isolation and loneliness.
At the centre of the range is The Good Gratitude Journal, a guided self-reflection tool designed to support wellbeing through the practice of gratitude.
Since launching in 2024, more than 800 journals have been sold. The business has also received a micro-grant from the Blackbird Foundation, secured sponsorship from JD Sports and hosted an international journalling event in New York for International Women’s Month.
Aayushi Khillan, Body Buddies
Body Buddies creates colourful organ-shaped plush toys, scrubs and accessories designed to make health education more accessible and engaging for children and families.
Aayushi founded the social enterprise during the pandemic in 2021 and is a recipient of the 2026 In Her Name Business Scholarship.
Since its launch, Body Buddies has donated and fundraised more than $330,000, supported over 50 not-for-profit organisations and distributed more than 2,000 toys around the world.
About In Her Name
In Her Name is a national scholarship and empowerment program established by the Australian Multicultural Foundation to honour the enduring legacy of Carla Zampatti AC.
The program invests in young women aged 18 - 35 from first-generation migrant and refugee backgrounds through scholarships, mentorship, professional networks, industry pathways and ongoing alumni support. Its work is designed to address financial, structural and social barriers to participation while increasing the visibility and leadership of multicultural women across Australian business, creative industries, fashion, health and community life.
In Her Name is delivered by the Australian Multicultural Foundation and supported by the Carla Zampatti Foundation.
About SO:ME Space
SO:ME Space is a unique retail concept in the heart of the Market that is dedicated to great design, homewares, fashion, accessories and creativity.
The precinct is an incubator space targeting young customers and is dedicated to creative designers and emerging small businesses that are five years old or less.
Featuring some of Melbourne’s most innovative designers selling handcrafted, sustainable, artisan and unique fashion and wares, the mix of pop-up and permanent stalls means you’ll always find something new.
There is a focus on sustainability, the handmade and unique and keeping an element of the business local, whether this means products are designed locally or manufactured locally, or, ideally, both.
Previous SO:ME Space pop-ups have grown into iconic brands like Rollie Nation, Ena Pelly and Merry People.