BLOG IMAGE Sandy Abram

Sandy Abram, Founder, Ollee

Sandy Abram Founder of Ollee has over 15 years business experience in the organic and ethical space. Her other businesses First Ray and Wholesome Hub are both Certified B Corporations, and embody this ethos. During the tumult of 2020, when Australia was ravaged by bushfires, floods, droughts and COVID-19, Sandy and her business partner Belinda decided they wanted to do more to support Australian businesses, and founded Ollee.

Ollee is an online business to business marketplace that connects Aussie businesses who offer natural, organic, ethical, and eco-friendly products with organisations who want to create meaningful change, and social and environmental impacts through their purchasing decisions. With an enviable selection of  ethical and trusted brands on the platform, Sandy is committed to a more sustainable future for generations to come.

Sandy has been awarded as a Remodista Women2Watch Honoree 2018 & 2019, a Top 50 People in E-Commerce in Australia 2018 & 2019, a Small Business Leader 2019, AusMumpreneur of the Year – Sustainability 2019 and an Al Gore Climate Reality Leader 2019.

Tell us why you decided to start Ollee.

This year marked the 16th birthday of my first business, First Ray, which is an organic, ethical and sustainable wholesaler and distributor based in Melbourne. We have been bringing products that are good for people and great for our planet to retail stores all around Australia for a long time now, and still so incredibly passionate about making a positive difference in our world.

We started to work on Ollee before COVID hit in early 2020 as we could see some changes in the way B2B buyers were wanting to engage with suppliers. We could hear that they wanted more one-stop shops and were happy to take control of their ordering processes. They wanted to operate on more of a self-serve basis and they were looking for tools that offered them the ability to make their B2B purchases with the same ease and convenience that they’ve become familiar with, in their B2C online personal shopping world.  

We could also see the need from brands who wanted to grow but didn’t have the ability to distribute their products through a traditional distribution model so we wanted to help them connect with buyers in a new and effective sales channel. We could also see the impact that transforming digitally could make to a brand, especially as COVID really took hold.

So for us Ollee really addressed quite a few needs that we identified from the B2B buyers perspective, from a brand’s perspective and from a social and environmental point. It’s about looking after our planet, supporting the wonderful people and brands that are trying to make a difference in our world and making it easier for B2B buyers to make better choices.

Who is Ollee for?

Ollee is for any retailer and business in Australia that is looking to procure products more sustainably. Whether it be for a retail store, a service based business or a business wanting to use more natural and eco-friendly products in their office, Ollee makes it easier to find and source organic, ethical and eco-friendly products across all categories.

Ollee is also for purpose driven brands who want to grow their wholesale business and stockists and who want to create a new and effective sales channel. We help to promote brands, their stories and products and help put their range at the fingertips of thousands of buyers.

Why is it important for customers to be able to shop by their values?

The world is definitely shifting in the way people purchase products, including business buyers. Being value driven and choosing brands that align with a person’s values, choosing brands that are trusted and products that are better for people and better for our planet are all trends we’re happily seeing grow.

People need to be able to shop by their values as they need to feel confident in what they are buying and supporting, after all, every dollar we spend is a vote for the type of world we want to see.

Many Ollee brands are women owned businesses. Share some of your favourite women owned Ollee brands with us.

Yes, many of the brands on Ollee are women owned and they come with such inspirational stories and amazing products. It would be difficult choose some favourites as they all contribute positively in many ways so I feel it would be a great opportunity to give a shout out to them all right here and to invite people to explore these amazing brands and encourage everyone to get behind them, and consider supporting them when next looking for something new to buy for their business.


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.