'Birmingham, speak up': Female founders call for the Midlands to take back second city status

BRUMWIM (Birmingham Women in Marketing), the West Midlands' fastest-growing women’s network in the marketing and creative industries, marked a major milestone this week - hosting its fourth consecutive sold-out event at the iconic Birmingham Museum and Art Gallery, having outgrown its former home at Alpha Tower. 

More than 70 career-driven women and allies from across the region gathered for ‘Made in Brum’ on Thursday, May 15, an evening of raw yet powerful storytelling, straight-talking advice, and honest conversation - and a powerful call for Birmingham to reclaim its voice on the national stage. Following past BRUMWIM events focused on worth, mentoring, and boundary-pushing, this chapter focused on homegrown pride and unapologetic leadership. 

The event spotlighted two standout voices in British entrepreneurship and marketing: Maxine Laceby, Co-Founder of multimillion-pound wellness brand Absolute Collagen, and Kiran Sahota, Chief Marketing Officer at the fast-scaling global lingerie brand Lounge Underwear. Both inspiring women - proudly local to the West Midlands - offered candid insight into what it takes to lead, and why women in Birmingham need to make more noise. 

“We need to own being the second city - and right now we’re giving it away to Manchester,” said Maxine, who launched Absolute Collagen at age 50 in Wolverhampton. “As women, we need to stop being humble.” 

She encouraged attendees to lead from purpose, not just profit: “A brand’s purpose is its heartbeat. Every campaign, every touchpoint must stem from that why - it’s what creates true connection.” 

BRUMWIM was founded by Fran Nolan, Managing Director of creative content agency Tribera, in 2024 out of frustration at the Midlands being overlooked in favour of London and Manchester. What began as a dinner for ten at The Ivy has become a grassroots force uniting over 100 women and counting. 

“This event was more than inspiration - it was a demand for action,” said Fran. “We’re championing gender equality, pushing Birmingham’s creative talent into the spotlight, and building a movement where women are truly seen and heard.” 

Next up, BRUMWIM returns on Thursday, July 10 with ‘Breaking Barriers’, diving into workplace diversity and LGBTQ+ representation - with another powerful panel and networking opportunities. 

BRUMWIM’ three core pillars: 

1. Champion Gender Equality - Advocate for equal opportunities and representation for women across Birmingham’s industries. 

2. Promote Birmingham’s Marketing & Creative Industries - Elevate Birmingham’s creative sector by showcasing local talent, encouraging creative innovation, and driving visibility. 

3. Build Confidence - Empower women to overcome barriers such as access to the industry, the pay gap, career progression challenges, and the pressures of returning from maternity leave. 

To join the BRUMWIM movement or register for future events, visit brumwim.com or follow the community on Instagram | TikTok | LinkedIn