Lessons from organisational psychologist Janet McLeod on starting and growing her leadership coaching business.
5 March 2026
Meet the Trailblazing Founder Behind Nobody’s Princess: Redefining Women’s Snow Apparel
How Maria Baker transformed personal frustration into a global movement for inclusivity on the slopes.
Maria Baker: Owner of Nobody's Princess standing at stall with her line of snow apparel
Maria Baker never set out just to make snow apparel—her mission was to change the experience for women out on the slopes. After years spent snowboarding in gear that never fit quite right, she founded Nobody’s Princess, a snow apparel brand born to ensure no woman feels uncomfortable or overlooked at the snow.
“It all started on a chair lift,” Maria recalls. “It was early in the 2018 snow season. I was wearing my brand-new snow pants—snug, bright white and the seam split after only a few runs. That’s when I realised these pants weren’t made for women like me.”
This uncomfortable moment turned into a powerful realisation: nearly every woman Maria spoke to on the slopes had faced similar challenges. Snow gear that didn’t fit, pants that gaped or pulled, restricted movement, or simply weren’t designed with women’s bodies in mind.
“The conversations never stopped. It wasn’t just one bad pair, it was all of them. So, I decided to do something about it.”
The Challenge of Going Global
Founded in 2020, Nobody’s Princess quickly captured attention, with the brand now stocked in over 35 stores across Australia, New Zealand, Japan and the UK. In just a few years, Maria’s e-commerce store was connecting snow-lovers around the world.
But as the business grew, so did the pressure on cash flow. With overseas manufacturing, suppliers in China often required up to 50% deposits upfront and full payment before shipping—sometimes months before revenue would arrive from retail partners. Maria needed a financial partner who truly understood the seasonal, inventory-heavy nature of her business and could offer flexible solutions.
Finding the Right Funding for Growth
“When I first started looking at funding options, my research led me to crowdfunding through Kickstarter,” Maria reflects. “That meant my capital not only funded my idea but also validated it in a low-risk environment.” As the business scaled, she turned to her accountants and bookkeepers for advice, then explored further options like inventory funding and trade finance to support larger cash flow cycles.
Maria’s commercial broker soon introduced her to NAB’s Small Business team, where she met Kelvin Lam, Business Banker at NAB. After carefully considering the unique challenges of her growing company, Kelvin recommended Trade Finance to bridge the funding gap caused by large upfront supplier payments and delayed retail income.
“Beyond easing financial pressure, the facility gave us stronger negotiating power with suppliers and freed up much-needed funds to reinvest in marketing and operations,” Maria explains. “We’re excited for the future of Nobody’s Princess—we’re planning to expand our warehousing into overseas locations to support increased demand, which marks another big step forward.”
Funding advice for other business owners
Reflecting on her funding journey, Maria encourages other female-led businesses to start with a clear plan, before they seek finance. “Having a clear and proven path for your business is vital,” she says. “It not only guides your own decisions but also demonstrates your ability to manage funds and achieve your goals.”
Her biggest piece of advice? “Be aware that there are more options than just the mainstream ones for funding and capital. Look into overdrafts, trade finance facilities, different online payment portals, it’s so important to do your research, talk to professionals and other business owners, and explore the best ways to manage your cash flow.”
Building Community and Changing the Industry
Maria’s journey is about more than just apparel—it’s about making the snow sports industry more inclusive, and building a business on comfort, confidence, and community.
“For me, there’s no point providing women with amazing snow gear to perform in if they can’t genuinely feel included and respected in the field—to ski, to snowboard, to be patrollers, instructors, management… to be genuinely and fairly included and respected in the sport.”
From a single uncomfortable experience to an international brand, Maria Baker’s story is a testament to what’s possible when bold vision meets the right financial support. From startup hurdles to scaling up, she’s showing the snow sports world and female founders everywhere what can be achieved when you back yourself and seek out the right partners.
Payday Super ahead: are you ready?
ARTICLE
From 1 July, all employers, including small businesses, will need to pay their employees’ super contributions at the same time as their salary or wages. Employers who don’t meet these new obligations could face financial penalties from the Australian Taxation Office (ATO).