lady startup

These stylish Aussie watches are helping women in Africa start their own businesses.

Third Law was started with a simple idea: to pay it forward.

The Aussie watch brand is responsible for stylish timepieces that help women experiencing poverty with every one sold.

A portion of each purchase is donated to a charity that gives micro-loans to women in poorer nations, such as Uganda, so they can earn an income and support their families.

Here, Mamamia chats to Third Law’s creator, Newcastle-based Christel Walters, about why she always envisioned running a lady startup that gave back.

Tell us about Third Law… What is it?

Third Law is the name of my online business. The meaning of Third Law is based off Isaac Newton’s Third Law, which is for every action there is an equal and/or opposite reaction. The brand encompasses this through the idea of “paying it forward” and believes strongly in karma.

The brand proves itself in “paying it forward” through donating money for every product sold to Kiva where it loans money to women all around the world that require money to help fund a business so they can go forward and make a difference.

For example, we helped in the purchase of a cow for a woman in Uganda so she could sell milk so she could send her children to school. We also helped another woman in Africa purchase seeds so she could set up a vegetable business so she could put food on the table for her family.

The product is minimalistic, stylish watches. Time with purpose is our motto. Its more than just a watch, these watches help change lives as well as looking amazing.



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What were you doing before you went into business for yourself?

I currently own a franchised restaurant. I am still operating that business as well as being a mummy to my two-year-old daughter.

What made you want to start your own business?

I always wanted to create a business that would make a difference big or small. I also loved the idea of an online business and how you were not limited to your local area you had exposure to the whole damn world.


How did you come up with the name?

I came up with the name by having a really strong belief in karma, and putting good out in the world and good things will come back to you. It was a good friend of mine who suggested the idea of Newton’s third law of motion and I fell in love with the meaning behind it and how it related to the no-name business I wanted to create.

What’s the single best piece of advice you received?

Best advise I ever got was back yourself. It’s a bloody scary ride. One minute you’re confident that you’re doing the right thing and then the next you’re like holy f*ck what am I doing. Be your biggest cheerleader. Back yourself.

What’s the one bit of advice you would give yourself if you were starting again?

The advice I would give myself would be to not rush the process, take your time building. And trust your gut instinct.

At Mamamia, we have an expression “flearning” – failing and learning. What have been your biggest flearnings since you have started your business?

That would be with suppliers. I learnt the hard way with a supplier and them shipping me the wrong colour in my bulk order. It was my fault for rushing the process. If I only took the time to get a final sample through the problem would have been solved. Lesson learnt was don’t let the supplier rush the process, take your time and trust your gut instinct. If it doesn’t feel right then it generally isn’t, so be sure of your decisions as it will cost you.

What do you do when you’re feeling like you’re in a hole emotionally (or financially)?


When I am in a hole, financially and emotionally I pull back from my business, I remember why I decided to create this business and I tell myself that it doesn’t have to happen right now.

If it’s financial than I look at all the ways to make it possible and if it can’t happen right then, then I accept that and know that it will happen when the time is right. Sometimes it’s good to just pull away and clear the mind, it could be you don’t touch the business for one day or a whole week if that’s possible. You have to keep the mind healthy. Those big issues don’t seem so big when the mind is clear.

How many hours a day do you work on your business? Has this changed?

I work for 30 minutes to an hour a day on my business right now. When I was creating and developing Third Law I was working on it a lot more, but now that it is all set up and operating online I have the beautiful flexibility of working on my business when I choose to and I don’t let the business run me. That’s not why I started the business.


What’s the biggest misconception you had about starting your business?

My biggest misconception would be social media for sure. I thought I knew what I was doing, but wow, it’s a whole bloody world on its own. I soon realised it was a weakness in my business so I decided to seek help – not from a business that wanted to charge me the world but from someone who taught me how to understand it at the same time.

Tell us about your proudest moment.

My proudest moment was my first ever order. I couldn’t believe it. It was from some complete stranger in a whole different state. Some happy tears were shed and it was a very proud moment because it had always been a dream and then that order came in and that dream became real.

What can you recommend to women who might want to get their own hustle going?

What I can say to other women is just START! There is never going to be the perfect moment or the right time, life will keep throwing distractions. You just need to start. Take it at your pace, just do one thing a day. Once you start it will flow and you don’t have to do everything and know everything. Get outside help and believe in yourself. It could work. It could be amazing. You honestly will never know until you give it ago.


Interested in becoming a Lady Startup yourself or know someone ready to chase their own business dreams? You’re invited to join us! Enrolments open from 21 January 2019. Find out all about The Lady Startup Activation Plan here.