Joy-Marie and Petra’s story
Entrepreneur Joy-Marie is from Cape Town. Through our Mentoring programme she was paired with mentor Petra in London. They reflect on their incredible shared development journey...

It is simply fantastic that the Foundation is available to support women around the world, to help them set up their own firms, become independent and close the global gender gap in entrepreneurship and leadership
Joy-Marie Lawrence (above) is an entrepreneur from Cape Town, South Africa who runs Boardvisory, a business consultancy firm. She recently took part in the Foundation’s Mentoring programme as a mentee, learning from her mentor Petra Deuter, an executive director for a hospitality firm in London, UK. In this blog, the pair reflect on their journeys so far and how they have benefited from the programme.
The business case for gender equality is compelling.
Companies should realise how the lack of attention to gender issues can impact their bottom lines. Women are 40 percent of the global labour force and more than half the world’s university students. Despite this, there are few female CEOs or COOs in the world’s top firms and there are even fewer women in senior roles; women-owned or led businesses in low- and middle-income countries.
There is still a long way to go to achieve the United Nations Sustainable Development Goal #5 – gender equality and empowerment of all women and girls.
In addition, as Korn Ferry’s recently published article states “A Mass Exodus Among Women – The global pandemic is causing four times more women than men to leave the workforce. Experts fear a ‘total wipeout’ of years of gender progress.”
From the start of the pandemic, the job losses among women have been a direct result of the collapse of female-dominated industries like hospitality, education, entertainment and even some parts of the health care system.
Yet women have been doing much themselves to correct this situation, through business support and mentoring schemes such as the programme run by the Cherie Blair Foundation for Women. We believe that empowering women is one of the smartest investments anyone can make.
Petra (mentor)


Petra – observations as a mentor
My greatest personal benefit has been the sense that in a small way, I have supported another woman building her own firm, and that I was able to share my vast international commercial, operational and leadership experience with Joy-Marie, to advise her how to grow a successful and rewarding company. Our exchanges were so enriching, I often wondered who was mentoring whom in our relationship. Whilst helping her set up and market her innovative approach, I’ve gained invaluable knowledge of a new culture and a different business, learned so much more about my own abilities and potential future opportunities too.
Joy-Marie – observations as a mentee
I enjoyed three significant benefits as a Cherie Blair Foundation for Women mentee:
- Systemic support – the Foundation offers mentees webinars and a library of material they can access – particularly useful during the pandemic. I could choose which webinars to attend, gaining practical advice and information for my business which I could then reflect on and discuss in more detail with Petra.
- Accountability – knowing we would be meeting every two weeks gave me a sense of ownership and accountability. It helped me keep to my commitments and the new ideas I was exploring. In the ensuing follow-up session, Petra was a valued sounding board and adviser. In the first few sessions we focussed on establishing trust and clarifying goals, which I worked towards and ultimately achieved.
- Personal growth – reflecting on my thoughts, concerns, beliefs and behaviours were an integral part of the mentoring process. Working closely with a mentor over 12 months allowed me to make meaningful personal shifts.
It is simply fantastic that the Cherie Blair Foundation for Women is available to support women around the world, to help them set up their own firms, become independent and close the global gender gap in entrepreneurship and leadership.
Petra – final thoughts
Although the pandemic has been a threat for everyone, in business terms it seems that once again, women have been suffering disproportionately.
Even this gloomy cloud has a silver lining, however. Whilst women are losing out at work, many of them are taking the opportunity to start their own businesses. Now is the time that mentors like me can support new female entrepreneurs with the knowledge, advice and confidence to make a success of their own companies.
Joy-Marie – final thoughts
To any woman who has constantly pushed against inequality, I can thoroughly recommend grasping this moment to draw on your skills and inner strength to start your own business.
Not only will you at last have control, you can also be reassured that mentors are available to guide and inspire you through the challenges. This is your journey and your mentor is there to support you because they want to. You are not alone.
Stronger together – the satisfaction of mentoring
Providing mentoring support for women is more relevant now than ever, as the ongoing pandemic hits women’s jobs disproportionately hard. Women are vital to businesses, not only for diversity but also for the qualities, viewpoints and abilities they bring.
No matter your gender, please consider joining us in our mission and becoming a mentor too.
Find out more about our global Mentoring programme
Mentoring Women in Business is one of the Foundation's three flagship programmes. We pair businesspeople everywhere as mentors with women entrepreneurs in low and middle income countries as mentees for an incredibly rich, personalised, cross-border, online experience. This is transformative for mentees and mentors alike—and their companies.

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