Women With GRITT: Alisha Williams Of Rosewell Wants To Change How You Think About Sex
“There’s not a lot of transparency or a linear pathway to take when it comes to sexual wellness (or, as we say, sex care.) But that opens the opportunity for people to become more involved, knowing there’s significant change needed.”
Welcome to Women with GRITT: a series where we interview the resilient, hardworking women who have kicked in the glass ceiling and inspire us to do the same.
Alisha Williams credits her brand idea to a lightbulb moment. “Following a conversation about sex, I started observing how intimacy, sex products and buying anything related to enhancing them was shown to us,” she explains of how her sexual wellness brand, Rosewell, came to her as a fully formed idea. “Combining that feeling of isolation and discomfort with the discovery of no regulation, I was in deep. I knew how beautiful and inviting skincare, beauty and health was—and wanted to apply that to this last area of everyday intimacy. There’s something special about taking care of ourselves in daily moments, and I believed sex care was the next step.”
Williams’s hunch was correct—the sexual wellness industry has boomed in recent years and Rosewell is at the forefront of this. Offering a range of intentional products, including chic vibrators (which they call ‘vibes’) and clever intimacy cue cards, Williams’s brand aims to change how we think about sex.
In this interview, Williams explains her brand mission and how she plans to achieve it.
Hi, Alisha! Thank you so much for speaking to us today. Before we chat about Rosewell, we want to get to know you. So, where did you grow up?
I’m fortunate to have grown up on the Sunshine Coast, near Black Mountain. Imagine acreage, lemon trees and a ride-on lawnmower. My parents both owned small businesses, so I’d often spend my afternoons at their offices. I’d practice typing on my Dad’s computer, or playing with keys at my Mum’s real estate agency before running to the river for hot chips. I think these dotted memories, of combining fun with work, influenced how passionate I am about work. Other times, I was surrounded by our animals and reading magazines in my backyard. I still have these daily rituals.
When would you say was the turning point, when you realised that sexual wellness was what you wanted to do?
I didn’t actively pursue this role or industry, but when I discover something that feels wrong, passion for a solution often follows. It didn’t take long to become fascinated with and committed to what we were doing. I’d spent a year investigating, sampling and having conversations before we launched and I’ve never considered turning back now
How did you break into the industry?
Research, naivety and taking huge risks. There’s not a lot of transparency or a linear pathway to take when it comes to sexual wellness (or, as we say, sex care.) But that opens the opportunity for people to become more involved, knowing there’s significant change needed. For me, I think I was in the right place at the right time, armed with curiosity and determination.
In terms of funding, how did you get your business off the ground?
We’re entirely self-funded. It wasn’t easy. The amount of capital needed to even begin looking into products meant taking two contract roles and freelancing—while studying law and launching Rosewell. I made sacrifices and put investments into the business with intention. I’ve made mistakes, but balanced caution with optimism and tried to soundboard ideas with mentors/friends before putting big chunks of money in. At this stage, there are considerations of external capital, but I’m proud the business is growing entirely from profit.
You mentioned the sexual wellness industry is male-dominated? Can you explain a bit more about this.
A surprising discovery over the past three years has been the sheer volume of women-focused brands, or those deemed to be ‘for women’ which are owned 100% by men. From my experience, I’ve only found a handful of genuinely owned and operated businesses that were created by women. This isn’t an issue exclusively with sex care but has been exacerbated by industry growth. Rosewell is proudly ungendered, but there does seem to be a bit of an issue forming where you don’t really know who owns a brand. For me, half the reason I buy from brands is because I like how it was started, the person behind it or that there’s a wonderful initiative behind it.
Based on the above, what do you think are the greatest challenges that face you in getting the industry to where you’d like it to be?
There are still major hurdles, including the challenges around end-of-life care, transparency and legislation. That’s on top of severe restrictions around advertising, influencer partnerships and just securing media. A lot of people are happy to talk about sex or relationships, but we’re focused on the intimate part in between. With that said, there’s been great growth in the right direction. For us, it’s been ensuring people who aren’t comfortable with gendered or hypersexualised marketing have an alternative, offering a neutral and modern approach to purchasing. Our recycling program remains integral, with the hope this becomes a larger part of the conversation.
What has been the hardest thing about your business journey to date?
Working within sex care and intimacy can be emotionally challenging. Starting any business is taxing, exhausting and exciting. I’ve found it difficult to disconnect from Rosewell because I’m obsessed with what we’re creating. Balance is something I’m working towards.
Is there anything you wish you’d known before starting out in business?
There’s a huge opportunity cost when starting any venture. I likely should have doubled my expectations—of time, finances and sacrifices. With that said, the rewards are huge. I wish I’d known, but sometimes naivety is all we need to start.
What role does sexual wellness play in your life? Is it a way to show self-love? A creative outlet? A daily ritual?
Deep down, I intrinsically believe that sex care and intimacy help keep us healthy overall. Feeling intimate within myself and with my partner has always been important and think that investing time, care and acknowledgement to myself each day is a healthy ritual.
If you could only pick five beauty and wellness products to use for the rest of your life, what would they be?
Using the Oil throughout my hair has been a surprising boost, that I can’t forgo now. Otherwise, a great serum (currently using Rebound by TBH.), the Alpha Beta exfoliant wipes from Dr. Dennis Gross, regular LED facials and a deep moisturiser. I alternate between oil and cream a hundred times a day.
What is the biggest piece of beauty advice you would like to pass on to women who look up to you?
It’s difficult, but understanding the beauty and joy of yourself is so important to feeling good overall. It’s easy to be influenced and impacted by others, but there’s something deeply unique and beautiful about all of us. Find those elements and hold them tight.
Hi, Alisha! Thank you so much for speaking to us today. Before we chat about Rosewell, we want to get to know you. So, where did you grow up?
I’m fortunate to have grown up on the Sunshine Coast, near Black Mountain. Imagine acreage, lemon trees and a ride-on lawnmower. My parents both owned small businesses, so I’d often spend my afternoons at their offices. I’d practice typing on my Dad’s computer, or playing with keys at my Mum’s real estate agency before running to the river for hot chips. I think these dotted memories, of combining fun with work, influenced how passionate I am about work. Other times, I was surrounded by our animals and reading magazines in my backyard. I still have these daily rituals.
When would you say was the turning point, when you realised that sexual wellness was what you wanted to do?
I didn’t actively pursue this role or industry, but when I discover something that feels wrong, passion for a solution often follows. It didn’t take long to become fascinated with and committed to what we were doing. I’d spent a year investigating, sampling and having conversations before we launched and I’ve never considered turning back now
How did you break into the industry?
Research, naivety and taking huge risks. There’s not a lot of transparency or a linear pathway to take when it comes to sexual wellness (or, as we say, sex care.) But that opens the opportunity for people to become more involved, knowing there’s significant change needed. For me, I think I was in the right place at the right time, armed with curiosity and determination.
In terms of funding, how did you get your business off the ground?
We’re entirely self-funded. It wasn’t easy. The amount of capital needed to even begin looking into products meant taking two contract roles and freelancing—while studying law and launching Rosewell. I made sacrifices and put investments into the business with intention. I’ve made mistakes, but balanced caution with optimism and tried to soundboard ideas with mentors/friends before putting big chunks of money in. At this stage, there are considerations of external capital, but I’m proud the business is growing entirely from profit.
You mentioned the sexual wellness industry is male-dominated? Can you explain a bit more about this.
A surprising discovery over the past three years has been the sheer volume of women-focused brands, or those deemed to be ‘for women’ which are owned 100% by men. From my experience, I’ve only found a handful of genuinely owned and operated businesses that were created by women. This isn’t an issue exclusively with sex care but has been exacerbated by industry growth. Rosewell is proudly ungendered, but there does seem to be a bit of an issue forming where you don’t really know who owns a brand. For me, half the reason I buy from brands is because I like how it was started, the person behind it or that there’s a wonderful initiative behind it.
Based on the above, what do you think are the greatest challenges that face you in getting the industry to where you’d like it to be?
There are still major hurdles, including the challenges around end-of-life care, transparency and legislation. That’s on top of severe restrictions around advertising, influencer partnerships and just securing media. A lot of people are happy to talk about sex or relationships, but we’re focused on the intimate part in between. With that said, there’s been great growth in the right direction. For us, it’s been ensuring people who aren’t comfortable with gendered or hypersexualised marketing have an alternative, offering a neutral and modern approach to purchasing. Our recycling program remains integral, with the hope this becomes a larger part of the conversation.
What has been the hardest thing about your business journey to date?
Working within sex care and intimacy can be emotionally challenging. Starting any business is taxing, exhausting and exciting. I’ve found it difficult to disconnect from Rosewell because I’m obsessed with what we’re creating. Balance is something I’m working towards.
Is there anything you wish you’d known before starting out in business?
There’s a huge opportunity cost when starting any venture. I likely should have doubled my expectations—of time, finances and sacrifices. With that said, the rewards are huge. I wish I’d known, but sometimes naivety is all we need to start.
What role does sexual wellness play in your life? Is it a way to show self-love? A creative outlet? A daily ritual?
Deep down, I intrinsically believe that sex care and intimacy help keep us healthy overall. Feeling intimate within myself and with my partner has always been important and think that investing time, care and acknowledgement to myself each day is a healthy ritual.
If you could only pick five beauty and wellness products to use for the rest of your life, what would they be?
Using the Oil throughout my hair has been a surprising boost, that I can’t forgo now. Otherwise, a great serum (currently using Rebound by TBH.), the Alpha Beta exfoliant wipes from Dr. Dennis Gross, regular LED facials and a deep moisturiser. I alternate between oil and cream a hundred times a day.
What is the biggest piece of beauty advice you would like to pass on to women who look up to you?
It’s difficult, but understanding the beauty and joy of yourself is so important to feeling good overall. It’s easy to be influenced and impacted by others, but there’s something deeply unique and beautiful about all of us. Find those elements and hold them tight.
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