Rural Mum Turns Gumboot Mix-Ups Into Thriving Business

When Alissa Wilson's son kept bringing home the wrong gumboots from preschool, she did what many frustrated parents dream of doing. She invented a solution.

Wilson had recently moved to an olive farm in North Canterbury with her husband Tim when the gumboot mix-ups became a regular headache. Living in rural New Zealand felt isolating at first, so she joined Rural Women New Zealand to connect with other women facing similar challenges.

With a background in business and marketing, Wilson saw an opportunity. She spent months searching for the perfect manufacturer who could create what she envisioned: durable, waterproof rubber stickers that could survive puddles, playgrounds, and farm paddocks.

In July last year, she launched Gumbitz with ten designs including rainbows, butterflies, tractors, and race cars. Parents could finally personalize their kids' boots and avoid the endless lost-and-found searches.

But Wilson wanted to take her idea further. When she saw Rural Women New Zealand's Activator Programme for entrepreneurs advertised on Facebook, she applied immediately and got accepted.

"I had been floundering a bit and thought the programme could help give me a bit more of a direction," Wilson says. As Business Development manager at Enterprise North Canterbury, she pitched her CEO to host the program locally, and Rural Women New Zealand enthusiastically agreed.

The response overwhelmed everyone. So many rural women wanted to join that they expanded from one day to two.

Wilson pitched her business to six expert panelists, nervous but determined to push past her comfort zone. Their feedback proved invaluable, connecting her with Business Mentors New Zealand and validating her progress as a solo entrepreneur.

The Ripple Effect

The experts suggested Wilson focus more on business-to-business opportunities. She'd already created exclusive designs for Lincoln University, Air Rescue, and the RSA, discovering that Gumbitz could do double duty as a fundraising tool.

"If this little sticker can do good for my family, other families, and also do good for an organisation, then that's a win-win situation," Wilson says. Parents now use Gumbitz on lunchboxes, water bottles, and school bags too.

The program also taught Wilson how to avoid burnout while juggling Gumbitz, her part-time job, and the olive oil business. Three follow-up Zoom meetings will keep all participants accountable and connected.

"I feel in a way like I've got a little team I'm continuing to work with," she says. For rural women with ideas and entrepreneurial dreams, that kind of support transforms isolation into inspiration.