Female Founder Spotlight: In Conversation with Zoe Rowswell, Founder of Tern Eco

Meet Zoe Rowswell, a visionary in the retail space who is pioneering sustainable business models through her innovative platform, Tern Eco. Zoe’s impressive career spans nearly two decades of digital retail leadership, working with iconic high-street and luxury brands. Now, she’s channelling her expertise into helping retailers embrace circularity and reduce waste through scalable, tech-driven solutions.

In this exclusive conversation, Zoe takes us through her journey—from her early days revolutionising e-commerce to co-founding a business that aligns profits with purpose. She opens up about the challenges, lessons, and triumphs of her entrepreneurial path, sharing advice for aspiring female founders along the way.

FC: Could you summarise your professional background and what led to the creation of Tern Eco?

ZR:

My professional journey has always revolved around retail and digital innovation. I started at Arcadia Group in 2004 when online shopping was still a relatively novel concept. Back then, digital retail felt experimental—we were all figuring it out as we went along. It was a steep learning curve but also incredibly exciting.

I spent over 14 years with Topshop, growing their digital team from just two of us to a 50-strong department. We launched everything from the brand’s first mobile site to its first app, alongside international expansions and social media strategies. It was a dream job for a long time. However, as the brand started to drift from its roots and customers, I realised it was time for a change.

After leaving in 2017, I held senior digital roles at Jimmy Choo and Urban Outfitters Europe, which offered fascinating contrasts—luxury versus fast-paced high street. But as much as I enjoyed those roles, I felt a pull towards doing something more purposeful.

Around that time, my now co-founder, Kate Walmsley-Hornstein, and I began discussing what we were seeing in retail: the rise of second-hand marketplaces like Vinted and Depop. These platforms were thriving, yet brands weren’t participating in the circular economy in a meaningful way.

We believed there was an opportunity to create a bridge—a platform that could help brands reclaim ownership of their products’ lifecycle. That’s how Tern Eco was born: with the vision of enabling brands to integrate resale, trade-ins, and circularity seamlessly into their existing operations.

FC: Tern Eco tackles such a complex problem. What were the initial challenges in building the platform?

ZR:

Where do I begin? [Laughs] When we first started, the biggest hurdle was defining exactly how we could make circularity feasible for brands. It’s easy to say, “Just start a resale programme,” but the reality is far more complicated. Retailers often don’t have the tools or systems to take back pre-owned items effectively.

We started with the basics: how to systematically bring pre-owned products back into a brand’s ecosystem. This meant developing software that could integrate directly into a retailer’s website. It allows customers to:

• Identify items they want to trade in
• See how much value they can get
• Send those items back in a structured way

For retailers, it eliminates the guesswork—they know exactly what’s coming back and can make data-driven decisions on resale, repair, or recycling.

Building this wasn’t straightforward. Neither Kate nor I are developers, so we worked with an external agency initially. While they did a great job, it was an expensive and rigid process. Looking back, I wish we had explored no-code solutions or worked with more flexible partners from the outset.

Another challenge was educating retailers. Many were—and still are—hesitant about circularity, seeing it as too costly or complex. We spent a lot of time demonstrating how resale can complement their business rather than cannibalise it.

FC: Fundraising is a common challenge for startups. How did you navigate that journey?

ZR:

Oh, fundraising has been quite the adventure!

When we first started, I made the rookie mistake of going straight to VCs. In hindsight, that was the wrong move. We were two first-time female founders with no product, no traction—just a good idea. Unsurprisingly, we faced a lot of scepticism.

When VCs didn’t bite, we pivoted to bootstrapping. Kate and I ran a consultancy alongside building Tern Eco, which gave us the funds to keep going while retaining full ownership. This approach worked for a while, but as we scaled, we needed external funding.

Our breakthrough came with grant funding. Last year, we received a £150,000 grant from MasterCard’s StriveDrive programme, which was transformative. It allowed us to build Tern Eco 2.0, the latest iteration of our platform.

One memorable fundraising moment happened this past summer. We had £130,000 of SEIS funding left to raise before a looming deadline. Fundraising in August is notoriously tough—most investors are on holiday! By sheer luck, I connected with someone on LinkedIn who introduced us to their investment syndicate. They moved mountains to meet our deadline, and the funds landed just hours before the cutoff. It was an emotional rollercoaster, to say the least!

FC: How has FounderCatalyst supported you in your entrepreneurial journey?

ZR:

FounderCatalyst has been a lifeline.

Starting a business can feel overwhelming, especially when navigating fundraising. FounderCatalyst simplifies that process.

Their WhatsApp group is fantastic—it’s an incredible hive of knowledge where you can ask even the most basic questions and get genuinely helpful answers. I’ve also found their tools and resources invaluable.

For instance, Sam helped us understand our SEIS/EIS eligibility and guided us through the necessary paperwork. Having that kind of support not only saves time but also gives you confidence that you’re on the right track.

FC: What do you enjoy most about running Tern Eco?

ZR:

I love the creativity and problem-solving aspects. Every day is different, and while it’s undoubtedly stressful, it’s also incredibly rewarding to see our vision come to life.

What excites me most is the impact we’re having. Circularity is no longer a fringe concept—it’s becoming central to how consumers shop and how brands operate. Knowing that Tern Eco is part of that shift is deeply fulfilling.

FC: What advice would you give to female entrepreneurs?

ZR:

My biggest piece of advice is to find your community.

Entrepreneurship can be isolating, but there’s so much power in connecting with others who understand the journey. Communities like FounderCatalyst and Female Founders Rise have been invaluable to me.

I’d also say: don’t wait for perfection. It’s better to launch something imperfectly than to spend years refining an idea that never sees the light of day.

And don’t be afraid to ask for help—most people are far more willing to assist than you might think.

FC: What’s next for Tern Eco?

ZR:

We’re rolling out Tern Eco 2.0, which brings more advanced functionality to our platform.

We’re also launching a pilot project with ReLondon, supporting 10 London-based apparel retailers in implementing trade-in and resale programmes.

Looking ahead, we aim to expand internationally. Circular retail is a global movement, and we want Tern Eco to lead the charge.

Zoe Rowswell’s story is a testament to resilience, innovation, and purpose-driven entrepreneurship.

A huge thank you to Zoe for sharing her story as part of Female Founders Friday.

Author: Gideon Stott, Digital Marketing Executive at FounderCatalyst