Ingrid Fernandez

Dec and Dash

Hi Ingrid,


Tell us about the Services you offer?

We know how much there is to do in a small business, and if legal documents aren’t your zone of genius, we’ve got you covered! We can take care of your policies (think Privacy Policy and Terms & Conditions, etc), contracts (like Employment Contracts or Supplier Contracts, etc) and other business agreements (Service Agreements and Contractor Agreements, among others). We can draft them for you from scratch, or if you have something in place and just want to make sure it ticks all the boxes, we can provide a review and amendment service. We make your legal obligations easy to understand and straight forward to comply with.


How did you come up with the idea and what motivated you to go for it?

I literally fell into the idea of starting my business, because I was providing my services for free without really thinking about it. Many of my friends were taking a chance on starting a business, throwing their passion into a new adventure, and I was hearing about what exciting things they were creating. They would often get stumped by their legal obligations – not knowing what they had to do, trying to understand what documents they needed to have in place, and barely keeping up with all the law changes – and I could help.

I would often do a Privacy Policy here, or review a Partnership Agreement there, without charge and just to help out. After doing this for months and the demand getting the better of my free time, I realised this is something I could do to really help people, as well as giving myself some professional direction and providing for my family.


What do you love about running your own business and what do you find hard?

I love the flexibility of being able to work around the needs of my husband and two young children. I also love being able to work with clients who become friends and who I have so much respect for. I often do find it hard to switch from “lawyer” to “mum”, and to turn off my phone/laptop/notifications/etc. It’s so easy to get consumed by our business.


What kind of Boss Mum are you and how do you manage the juggle? 

I am allllll about structure and routine. I function much better when things are foreseeable and predictable (read: boring). I’m not the most spontaneous or surprise-loving gal, but I just find so much clarity and peace when things have at least a loose plan.


How do you define success?

I believe success is the ability to create a life that looks exactly how you want it to. Being able to spend meaningful time with family and friends, as well as working in a job that fulfils, balanced with being able to afford a comfortable lifestyle – these are the things that define success for me.


What has been a particular highlight for you since starting your business?

The best thing about starting my business by far is the incredible women I have met and who I get to work with everyday. My clients are so passionate about their businesses, they put so much of themselves on the line in order to take a risk and try something new. I feel so grateful to be a part of this women-led community who are doing amazing, positive and inspiring things everyday.


What’s next for your business?

We have a big few months ahead – new website launching with new branding, an e-course launching for people thinking about starting a business or in their first 6 months. We also have a podcast and Facebook group on the way for our community of business owners who want to keep track of *all* the business things, with experts on finance, accounting, tax, marketing, SEO, of course legal, and lots more. We are all about empowering business owners with the knowledge they need.


What’s the best advice you’ve ever been given?

Not exactly advice, but more a vote of confidence – that things are always working out for us. We can’t always see it at the time, and even though we all go through difficult times, I believe that we all have what we need within us to get through and thrive.


What is your favourite Social Media platform and how has it helped in your success?

Facebook really changed my life and made my business. I am in a lot of Facebook group – for mums, for women, for business owners, for travellers, for freelancers, for lawyers – the list goes on! And through these groups, I have really found my tribe of people who are as good friends and clients as those I meet IRL!


Tell us 3 facts about you…
  1. I was born and lived my life until age 28 in Canberra, Australia. I am now a very happy Londoner (yes I do miss the sunshine, yes Australia does have better beaches, but London is London :)).
  2. I love playing with words. I could (and often do) spend hours on a particular sentence of a contract, to make sure it says exactly what I want it to, and nothing I don’t. I am not picky about how other people use their words, but I am very strict with myself and don’t tolerate mistakes well.
  3. After my family, my favourite things in the world are dogs and travelling. If I could find a way to comfortably travel constantly with a little furry companion, I would be the happiest little me on earth. I think dogs cuddles are almost as good as newborn cuddles, and a dog cuddle in Paris with a plate of croissants just can’t be beat 😉


What do you enjoy most about being a part of Mama Tribe?

I love the support and positivity of the community that Danni has created. I feel like I have a group of women whose expertise I can learn from, whose rants I can sympathise with, who successes I can celebrate, and who I can turn to. We all understand what the juggle is like, there’s no criticism or judgement, and everyone just wants to see each other succeed. I have met so many clients, many of whom are now good friends, through the fabulous Mama Tribe!


Thanks for giving us an insight into life behind Dec and Dash Ingrid, we love having you as a Member of the Tribe.


Danni x

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