Northern NSW Femeconomy Connection Program - Clean Tea Director Jordana Edwards

Case Study: Jordana Edwards, Director Clean Tea Pty Ltd

2020 is a year like no other. And Clean Tea Director, Jordana Edwards has shown resilience, determination, astute business management and flexibility. These are all the reasons why Femeconomy nominated Jordana as an honoree for the Women2Watch in Business Disruption, where 100 women are selected globally. Jordana received the award on 1 Jan. And, if 2020 is anything to go by she is the Queen of Business Disruption.

Jordana’s plans for 2020 were to launch a new business and exit from Clean Tea. Earlier in the year Femeconomy shared an invite to a local event with Jordana, which introduced her to an experienced brand expert for her new venture – Breastfeeding Tea Co.

However, when the pandemic hit, Clean Tea’s customers grew exponentially. This recent EY research demonstrates how consumer habits are changing:

  • 42% believe COVID-19 will fundamentally alter their shopping habits
  • 34% will pay more for local products
  • 25% will pay more for trusted brands
  • 23% will pay more for ethical brands

During this time Clean Tea was featured in the largest Online Retailer expo newsletter to celebrate International Women’s Day, thanks to Femeconomy’s partnership. It was an opportunity to showcase to national and international retailers how a regional business can be customer orientated, ethical and trusted. All questions that larger retailers are struggling with as they try to reorientate themselves during the pandemic.

So, Jordana decided to keep Clean Tea and launch her new business Breastfeeding Tea Co in April 2020. This demonstrates how much can change for an agile and responsive business in one quarter during the Femeconomy Connection Program. This clearly illustrates how supporting the female leader with a personalised pathway, that is flexible, works for them.

Now both businesses are soaring. But to manage this growth Jordana had to work more “hands on” in the business. With many staff leaving to educate children from home, Jordana realised she needed to step into operations. In a way, she became her own business analyst. Through this, Jordana streamlined processes, reduced costs and hired many new staff that not only needed a job, but admire Jordana as a female business leader, and value her purpose driven business.

Through all of this Jordana has had to deal with competing priorities at home and her own health and wellness. That is why it is important to support the leader holistically and to understand there are different pressures for women owned businesses.

The next step for Jordana will be an introduction to the Federal Government Entrepreneurs Program through Femeconomy, as Clean Tea now meets the revenue criteria. But first, she is determined to have the best month in Clean Tea’s history and end this financial year with a bang.


You are the female economy. Whether you are a female consumer, business owner or a woman in the workforce, you can create gender equality by choosing female led brands.

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Posted by Jade Collins - Femeconomy Director

Jade Collins has 20 years’ global experience in corporate executive Human Resources and management consulting roles in the Mining, Energy and Aerospace industries, leading large scale, complex multi-million-dollar change management programs. Jade finds the combination of her HR, Psychology and MBA qualifications and her leadership experience is invaluable for increasing gender equality in leadership across industries. Jade was a member of the Queensland Government's Strategic Advisory Group for the Toward Gender Parity: Women on Boards Initiative and the 2019 CQU Alumni of the Year for Social Impact for her work with Femeconomy.