Hey Bestie,
I’m Amy, or as many people know me, Amy Maree.

I’m not your typical “highlight reel” founder. A bit more “rough around the edges”, an ADHD, IVF warrior, Mumma of 2 little crazies and a massive over sharer, often about the messy Middle in life, in business, in general really. 

I’m the girl who had no idea what she was doing but built a business from a garage…grew it to 7 figures…sold it…and still sat there some days thinking, what the hell am I doing?
Because no one talks about that part.

The messy middle. The doubt. The guess work. The burnout. The pivots. The behind-the-scenes that don’t make it to Instagram.

So I did!

The Messy Middle isn’t a polished “how I made millions” story.


It’s the real one.


The late nights. The scrappy decisions. The things that worked… and the things that absolutely didn’t.

No gatekeeping. No fluff. No pretending I had it all figured out.

Just honest lessons from someone who’s been in it -and is still in it and completely “winging it”If you’re thinking about building something, growing something, or questioning everything…You’re exactly where you’re meant to be.

Welcome to the messy middle!

The Backstory
(aka how it actually went down)

Starting in 2005 as a sole trader: Mobile Makeup Artist & Spray Tanner. Lugging my kit around and figuring it out as I went.
Then as I grew I moved into a home studio.


In 2014, I landed the Nine Network head tanning contract - which was a real “oh f*ck… I could really be onto something ” moment.


By 2015, I opened a 200sqm one-stop-shop salon in South Sydney. Grew it fast. Probably too fast at times. Mind you, had never actually worked in a salon before, so was dead set making it up as I go.


In 2021, I levelled up to a 400sqm salon!
15 staff, 14,000 clients, and a whole lot of moving parts behind the scenes. Mind you this was a big punt cause it was in the middle of a pandemic and we were in lockdown in NSW.. risky business. 


It looked big, but behind it?
Still running a tight ship. Watching every dollar, every cent actually.
Keeping costs lean to build actual profit - not just a pretty business from the outside.


Then came 2024.


After 2 years in production, I launched my own tanning range, and not long after… I sold the salon.


Why?


To focus fully on ecommerce. B2B. Building something scalable.

I pivoted from service base to product base, still making it up as I go. 


And now?


I’m back where it started.
In my garage.

Just with a lot more experience… plenty of mistakes under my belt but a lot less bullshit.