IWD 2025 - an interview with: Gwynn Milligan

Tell us a little about your career journey leading to where you are now.

I’ve spent my career in retail, fashion, and leadership, working with incredible teams, growing businesses, and navigating all the challenges that come with it. I was CEO of JoJo Maman Bébé for 8 years, leading a business that put people, purpose, and culture first. Now, with GM Board Advisory, I’m using everything I’ve learned to help businesses—especially SMEs—build stronger boards, leadership teams, and sustainable strategies.

What does the International Women’s Day slogan “Accelerate Action” mean for you?

It means stop talking and start doing. We know what needs to change. So, let’s make it happen.

How important is it for women to lift each other up and what does that mean to you?

It’s everything. No one gets to the top alone, I know that from personal experience being the only woman on a board.  Women must support, champion, and open doors for each other—not just with nice words, but with real action. Backing women in the room when they aren’t there to back themselves.

How important is diversity across senior leadership teams?

A boardroom full of people who think the same way, come from the same background, and share the same experience is a boardroom that’s out of touch. Businesses succeed when they reflect their customers, their employees, and the world around them.

Senior leadership: 26%, C-suite: 19%, 1 in 4: Chief-level. These are the percentages and numbers of female leaders in our industry. What do these numbers represent to you?

They tell me we still have a lot of work to do. So instead of asking, “Why aren’t more women in leadership?”, we should be asking: Why aren’t more companies hiring, promoting, and backing women for leadership roles?

As a successful leader, how do you think business leaders can accelerate action toward closing the gender gap and ensuring equal opportunities in the workplace?

It starts with real accountability—not just ticking boxes. Flexible leadership models, Sponsorship, and Transparency.

Can you share your top tips for entrepreneurial/managerial/leadership success?

Know your values, Build Great teams, stay curious, and have confidence.

What’s the most important piece of advice you’d give to a woman thinking of starting a career at leadership level?

Go for it. Don’t wait, we need more women like you as leaders. 

Have there been any role models through your life (work or professional) who have helped shape you as a leader?

I’ve been extremely fortunate and had many and I have been part of an all-female board.