Meet Rochelle, Founder of The Signature VA Studio

This is Rochelle, founder of The Signature VA Studio and mum of 1. Find out more about Rochelle and her business below: 

Tell us about your business

The Signature VA Studio has been running for a year and a half, but the expertise behind it goes much deeper. Before launching the studio, I spent over 10 years as an Executive Assistant supporting powerhouse CEOs — which is where I learned the systems, structure and high standards that now shape the way we support our clients.

What started as a one woman studio has grown into a thoughtful team of Virtual Assistants who help successful women run their businesses without running themselves into the ground. We take care of the emails, diary, socials, systems, admin, events and all the behind-the-scenes tasks that quietly drain time and energy.

We help female founders sustain the success they've built, with support that keeps them moving forward, not overwhelmed.

What made you want to start your own business?

I started The Signature VA Studio because I care deeply about women showing up as the best version of themselves - not the exhausted, stretched-thin version that comes from doing everything alone. After spending over a decade in corporate as an Executive Assistant, I became very intentional about how I wanted my life to look, the choices I made and the kind of mother I wanted to be.

When my son was approaching reception, I knew I wanted the flexibility to do the school drop-offs and pick-ups, to be at the assemblies, to volunteer for trips when I could. But I also wanted to build something purposeful. So I created a business that allowed me to do both: meaningful work and a life that aligned with my values.

In the beginning, I did everything myself, reached capacity and I burned out. That’s when I brought in a small, thoughtful team so that every skillset, every hour, every area of support was covered. Just as my team now helps me build this business sustainably, we help female founders by becoming part of their team too - giving them the support they need so they don’t burn out trying to do it all.

That’s really the heart of it: we give women the space, support and steady structure they need to grow, thrive and lead with ease.

How do you manage the juggle of running your business around being a mum?

Juggling motherhood and running a business is definitely a balance, but for me it starts with being intentional. I try to be clear on the kind of mum I want to be and the kind of business I want to run - so everything gets built around that. I structure my work hours around school, I protect my boundaries, and I let my team support me so I’m not trying to be everywhere at once.

My top tip? Don’t try to do it all alone.

Whether it’s a team, systems, or simply asking for help at home, give yourself the support you need. It doesn’t make you less capable, it makes everything more sustainable. When you have help, you get to show up fully for your business and your family, without burning yourself out in the process.

You can’t pour from an empty cup, so make sure you’re actually filling yours.

 What’s one thing you’ve learned in your business that you wish you’d known sooner? 

One thing I wish I’d learned sooner is that you don’t have to wait until you’re overwhelmed to get support. I know my answers may sound a bit repetitive but honestly, it’s the truth. In the early days, I tried to carry everything myself. Every task, every client, every responsibility. And it led straight to burnout. I thought doing it all meant I was being strong, but it was actually slowing my growth.

The moment I brought in a team and allowed myself to be supported, everything changed. My business became lighter, more structured, more spacious, and I became a better founder and a better mum because of it.

Support isn’t just a "nice to have", it’s the thing that makes everything work. And the sooner you embrace it, the smoother everything becomes.

What’s your go-to Founder Mum life hack that saves you time or sanity? 

My go-to Founder Mum life hack is keeping things simple and setting myself up the night before. For example, I try to prep my son’s school bits in the evening. Uniform out, water bottle filled, snacks sorted, book bag by the door. It takes ten minutes, but it saves me so much stress in the morning and means we can actually leave the house calmly instead of rushing.

I do the same in business. I end each workday by writing down the top three things I need to focus on tomorrow. Not ten things, not a whole to-do list. Just the three that actually move things forward. It clears my mind and stops me carrying the whole business in my head.

It’s small systems like that that save my sanity. A little preparation, a little intention, and everything feels lighter.

What are your core values when it comes to your business?

My core values are simplicity, support and intention. I like things to be clear, organised and done properly, without the chaos or overwhelm. If something feels rushed or messy, it’s not aligned with how I work.

I also care a lot about the experience people have with my business. I want clients to feel held, supported and genuinely lighter because they have us in their corner. And I want my team to feel the same - respected, trusted and working in a way that feels good.

 Why did you join the Founder Mums Club? 

I joined the Founder Mums Club because I wanted to be around women who understand what it’s really like to build a business while raising a family. It’s a very specific kind of juggle, and it’s nice to have a space where you don’t have to explain that.

I also wanted genuine connection. Not networking for the sake of it, but being in a community where women support each other, share openly and actually get it. It just felt like the right space to grow, learn and be surrounded by other mums who are building something meaningful too.

What do you love about being a member of the Founder Mums Club? 

What I love about the Founder Mums Club is how genuine it feels. It’s a space where you can just be yourself, listen, learn and take what you need as well as share. The conversations are honest, the energy is supportive and it feels like a calm corner of the online world where everyone understands the juggle without making it a big thing. It’s nice to have that!

What has been your biggest lesson and what's your advice for other Founder Mums?  

The best advice I’d give to mums in business is to make things lighter for yourself wherever you can. You don’t need to do everything at once and you definitely don’t need to do everything alone. Focus on what actually matters, keep your systems simple and allow yourself support, whether that’s at home or in your business.

The best advice I was ever given is to trust your pace. You don’t need to grow quickly to grow well. When you move in a way that feels right for you and your family, everything flows a lot easier.

FOUNDER MUM PROFILE:

Name: Rochelle Lovell

Business: The Signature VA Studio

Instagram: @the_signature_va_studio

Website: www.thesignaturevastudio.com

Based in: Beckenham, London