Sian Sutherland, a remarkable entrepreneur known for her ability to reinvent herself every seven years, has made waves across multiple industries, blending innovation with a strong commitment to sustainability. From the bustling world of advertising to the eco-conscious realm of plastic alternatives, Sutherland shares her insights on fearlessness, purpose-driven business, and the importance of acting on ideas that matter.
A Journey of Bold Transformations
Sutherland kickstarted her career in the vibrant advertising scene of the late 1980s, where the culture was as much about extravagant lunches as it was about creativity. However, as the industry became more corporate, she recognised that her preference lay in nurturing smaller teams where every member felt valued. This led her to take a daring leap into the culinary world, opening her own restaurant, Sutherlands, in Soho.
At just 25, she achieved the remarkable feat of earning a Michelin star within her first year—a testament to her entrepreneurial spirit and business acumen. “I probably learnt more about business in five years of running that restaurant than in anything else I’ve done,” Sutherland reflects.
Following her culinary success, Sutherland transitioned into marketing, launching her own agency alongside creative partner Kathy Miller. This venture opened doors to a new opportunity when she noticed a significant gap in the market for pregnancy skincare products, leading to the birth of Mama Mio. The brand quickly gained traction, with its flagship product, Tummy Rub, generating an impressive $500,000 (£365,500) in its inaugural year alone. In 2015, she sold Mama Mio for £3.7 million—a decision that, while emotional, marked the beginning of her next adventure.
A New Mission: Tackling Plastic Pollution
Sutherland’s latest endeavour, A Plastic Planet, was born from a profound realisation about the environmental impact of plastic consumption. Her journey into this new industry began after advising on the documentary *A Plastic Ocean* in 2016, where she encountered marine biologists who challenged her perceptions about recycling. This experience sparked a desire to create an organisation that would focus not on consumer responsibility but on systemic change.
“A Plastic Planet’s mission is to turn off the plastic tap,” she explains. The organisation operates on two fronts: the ‘cattle prod,’ which aims to drive the industry towards sustainable materials, and the ‘lightning rod,’ focusing on innovation. Sutherland is particularly excited about the future of materials and consumption, believing that entrepreneurship can lead to meaningful change in the way we view and use plastic.
Embracing Naivety as a Strength
One of Sutherland’s key philosophies is her belief in “radical naivety” as a superpower in entrepreneurship. This mindset allows her to approach challenges without being hindered by conventional wisdom or fear of failure. “If you’re an entrepreneur, you have to have an innate confidence, and I have never found that difficult,” she asserts.
She encourages aspiring entrepreneurs to take that crucial first step, reminding them that hesitation can lead to missed opportunities. “The most important step of any journey is the first step,” Sutherland advises. “If you wait until you know everything, then everyone else will know everything too. Just get going.”
Championing Female Entrepreneurs
Sutherland is also a champion of the FFinc Forward Faster Accelerator 100, a UK-based programme launched in September 2025, designed to propel the growth of female-founded companies. This initiative reflects her commitment to fostering a supportive environment for women in business and helping them navigate the complexities of entrepreneurship.
Why it Matters
Sian Sutherland’s journey exemplifies the power of fearless entrepreneurship and the impact of innovative thinking in addressing critical global challenges. As she continues to pivot industries, her story inspires a new generation of entrepreneurs to pursue their ideas with passion and purpose. In a world increasingly burdened by overconsumption and plastic pollution, Sutherland’s work is a clarion call for change, reminding us that business can—and should—serve a greater good. Her unwavering belief in the potential for transformation not only resonates within the business community but serves as a beacon of hope for a more sustainable future.
