We recently connected with Amy Piumarta and have shared our conversation below.

Alright, Amy thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?

Since moving to Barcelona with my family, I’ve always been self-employed and worked for myself. I come from the beauty therapy industry, where I was constantly surrounded by women, working in teams full of female energy. So when I moved abroad, everything changed. I stepped into a completely new season of life, living in a foreign country, becoming a mother, raising two sons, and being in a home where I was the only female.

After the lockdown, which I think, for many of us, was a very strange and intense experience, I realised I felt incredibly lonely deep from within. There was a real craving in me to be around other women again. I needed that connection. That’s when I thought, why don’t I just reach out on Facebook and see if there are other mums in business who might want to join a WhatsApp group?

And there were many. I started doing video calls with these women, and it felt wonderful. Even though we were all different, we pretty much felt the same, isolated, navigating motherhood and running our businesses solo. Working for yourself can be deeply fulfilling, but it can also be incredibly lonely.

That’s really where the heart of Mamas in Biz comes in. Now we’re a community that supports mothers in business. It doesn’t matter what industry you’re in or what kind of business you have, what connects us is that we’re mums, we’re running something independently , and we understand each other’s everyday life. That shared experience is what brings the magic and pure connection.

Amy, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Community building has always come very naturally to me. I think it’s because I’ve spent my entire working life, since I was 17, in the beauty industry. I’ve always had this ability to make people feel comfortable. Whether I was offering facials, massages, waxing, or any of the treatments I offered , the outcome was always the same, to help someone feel good in themselves.

When I moved to Barcelona, I continued offering beauty services, doing waxing from home. Then I was introduced to an opportunity to sell beauty products online, which I did for a few years. That role helped me explore social media as a tool, not just for business, but as a way to meet people. The people skills I had developed in the treatment room, listening, connecting, creating trust, just naturally transferred to how I interacted online.

Over time, I found that I loved using social media to create uplifting content, showing up in my upbeat, friendly way. And then Mamas in Biz began, almost by accident, really. I didn’t set out to build a community or run a business around it. I just needed connection. I reached out to see if other mums in business felt the same, and they did. From there, it grew, I started hosting networking events, pop-up markets, and workshops. I helped other women create their own events too.

What I’ve come to realise is that my real gift is encouragement. I’ve always had this ability to see people’s potential and gently nudge them forward. I became the cheerleader that many mums never had, especially those juggling the demands of motherhood and entrepreneurship. And it’s been so well received, because mums often give so much of themselves to everyone else. When someone reminds them that they matter too, and that their dreams are valid, it can spark real transformation.

At its core, everything I’ve built stems from that same intention I had when I was 17, I just want to help people feel good. And now, I get to do that on a much wider scale, with a whole community of women cheering each other on!

Can you open up about how you funded your business?

Mamas in Biz was never actually meant to be a business. It started as a WhatsApp group and grew into a glorious community, a space where I could bring women together. For the first two and a half years, I ran everything completely for free. I was hosting events, creating content, holding space for others, supporting their growth, and doing it all from the heart.

But eventually, I realised that for this to grow in a sustainable and balanced way, for both myself and the women involved, there needed to be some kind of exchange. It had turned into a full-time job, and as much as I loved it, I couldn’t continue pouring all that time and energy into something without financial support. Not only for me, but because I truly believe that when people invest in something, they show up more fully. They’re more committed, more engaged, and more likely to see real results.

After many heartfelt conversations with my partner and with women in the community, I made the decision to introduce a subscription model. That shift changed everything. It allowed me to continue showing up, expand what I offered, and keep building the kind of community I had always dreamed of. And I’ve never looked back.

This was never about the money, it was about making sure the work could continue. Since then, we’ve seen women grow in ways they never imagined, building friendships, increasing their revenue, growing their followings, and most importantly, believing in themselves. Many of them have taken steps they might’ve eventually taken, but Mamas in Biz gave them that encouragement and belief to do it now.

I feel incredibly honoured to be in this position, creating a space that supports, uplifts, and inspires women in business, and I’m so proud of how far it’s come.

How did you build your audience on social media?

Because of my experience with a previous online business, I already felt familiar with social media, but I’ll be honest, it didn’t happen overnight. My confidence was built through trial and error, making mistakes, pushing through the discomfort, and just continuing to show up even when it felt really awkward. There were so many moments where I thought, Is anyone even going to care about this? But I kept going.

Now, showing up online is just part of my daily rhythm. I don’t overthink it anymore, I’ve learned that your vibe really does attract your tribe. But it’s taken a lot of practice to get here.

One thing I always say is this: we have these powerful tools at our fingertips now, and social media gives people a chance to get to know the person behind the brand. If you’re hiding behind a logo or only sharing polished posts without ever showing your face, it’s going to affect your ability to build trust, and that impacts your sales. People buy from people. And in a world where so many others are offering the same product or service as you, what sets you apart is YOU!

If you’re nervous about showing up, just start with baby steps. Share a little bit about who you are, beyond your business. People love seeing the human side. Whether it’s your sense of humour, your interests, your values, when people relate to you, they’re much more likely to engage, connect, and even buy from you.

On my personal page, I mix in motivational content, music I love, funny things that make me laugh, and bits of my yoga journey. On the Mamas in Biz page, I show up with a bit more structure, posting updates, doing stories, hosting Instagram Lives and live chats with our community. I also do something called Why Not Wednesdays, which is just a fun, light-hearted way to share wins and motivate others.

The truth is, your following size doesn’t matter as much as your connection. We’re all influencing each other, whether we realise it or not, so why not be a positive influence?

And most importantly, make it fun. Don’t put too much pressure on yourself. Just start. If anyone needs support or wants to talk it through, I’m always happy to connect and offer advice.

Contact Info:

• Website: https://subscribepage.io/mamas-in-biz
• Instagram: https://www.instagram.com/mamasinbizbarcelona?igsh=MWJicXlteXU0aWJ1Zg%3D%3D&utm_source=qr
• Facebook: https://www.facebook.com/share/1JMufVTFnp/?mibextid=wwXIfr

Image Credits

https://www.instagram.com/by_mish?igsh=NGt2Z3o1N3F1aW56

Mish is our MIB photographer