The following blog by Ava Wansbrough is part of a new series from Rural Women Online, unpacking the ways women use technology to connect, create community, and run a business and appeared on the Victorian Women’s Trust website in August 2025. This is an extract only, for the full article follow the link at the bottom of the page.
Running a small business can be a tough gig, especially for entrepreneurs who don’t fit the traditional business mould, such as women and people of marginalised genders. And then, there are those who enter the world of business not solely for personal gain, but also as a means to give back to their community. Growing numbers of women, in particular, are creatively embedding social values in their business plans, and in the process, they’re inspiring others to do the same.
Does business have to be harsh and competitive? Or is it possible to operate with social values?
To get a better idea of the ways women are doing business differently, we spoke with Jane Goodrich, manager of Castlemaine Vintage Bazaar, a beacon for high-quality secondhand goods in the central Victoria.
Reinventing Business Through Creating Community
“There’s another way to do things where you can still get great results in the business through embracing everyone’s differences and strengths,” says Jane.
As Jane describes it, the Castlemaine Vintage Bazaar is a “unique business model” that pushes against patriachial ways of doing business. Through the Bazaar, Jane facilitates a space where local businesses, collectors, and artists can sell their products together. In turn, the whole community is lifted.
“I’ve always had a strong belief in creating a culture in the business where all of the stallholders feel welcome and valued,” says Jane. She also emphasised the importance of providing a sense of belonging for the stallholders.
Since 2016, the Castlemaine Vintage Bazaar has opened its doors to vintage enthusiasts and art lovers from across the state, with a commitment to sustainability, accessibility, and diversity. Stallholders are required to work shifts in-store, further strengthening the community ties that make the Castlemaine Vintage Bazaar such a welcoming place to shop and work.
In the world of small businesses, Australian women account for one-third of small business owners. This figure increased by 24 per cent between 2006 and 2021, more than three times the growth of their male counterparts. However, more investment is needed to bring that stat up to 50/50. This is where businesses like Jane’s are vital, as they support the sustainable growth of a diverse array of locally-owned small businesses.
With 130 stalls, the Bazaar celebrates the many talents of its community. In their CastleMade section, the Bazaar celebrates the local makers and artists. With some products made on site and many produced in and around Castlemaine, the Bazaar offers opportunities for local businesses and artists to showcase their range.
The Castlemaine Vintage Bazaar champions genuine flexibility, breaking down the barriers that exist for women and marginalised people to earn a stable income.
“I think it’s a real human-focused way of doing things. You know, having an understanding of the story that people are bringing in with them. We really try and treat everyone like humans,” says Jane. With many storeholders being older women, single parents, and others who are unable to work full-time, the Bazaar is a place where many can make an income and find community.
This story is a strong example of commercial success earned through empathic leadership and ingenuity. Pushing back against the mainstream competitive culture, Jane’s business works to uplift others through creating a supportive community. Breaking the toxic business mould that often places profit over empathy, Jane is defiant in her mission to do business differently.
