Maureen Hoey started up Mojo&Co during one of the toughest periods of her life, channeling her preferred wellbeing practice into a business that could help others. Here she reflects on the journey so far and shares some words of wisdom for aspiring entrepreneurs.
Mojo&Co was born during one of the most difficult times in my life. I lost my job during the pandemic, and shortly after, my dad passed away. It was a period of deep loss and uncertainty. Alongside counselling, journaling became a lifeline—it helped me process grief, navigate big changes, and slowly reconnect with myself.
Over time, I realised journaling wasn’t just something personal to me—it was a powerful tool that could support others too. That was my lightbulb moment: to create beautifully designed guided journals that made wellbeing feel simple and accessible. To create a space where you can get organised for your days whilst practicing gratitude and mindfulness all in one convenient place.
Our journals are a space for people to pause, get organised, find clarity, and build self-care into their everyday lives. Life is busy, and most people are dealing with a lot every day. That’s why taking a few moments to slow down, clear your head, and reset is so important.
My ‘why’ is simple: to help people slow down, check in with themselves, and create space for focusing on their own personal development.
My vision is to grow Mojo&Co into a global wellbeing brand, along with building on our range of products—we’d like to be known not just for beautifully designed wellness journals and self-care tools, but also for impactful workshops, coaching, and wellbeing support for individuals and workplaces. I want Mojo&Co to become a trusted go-to for people seeking to reset, reflect, and reconnect with themselves, and for organisations committed to supporting the wellbeing of their teams.
Setting the wheels in motion
I’ve always felt a natural pull toward entrepreneurship. I wanted to create something that truly aligned with my values—something that could make a positive impact and support others in a meaningful way. I also noticed a gap in the market for wellbeing tools that were not only practical, straightforward and convenient, but also sustainable and beautifully made, like our undated wellness journals. Starting my own business gave me the freedom to bring that vision to life and offer something I feel genuinely helps others in caring for themselves and pursuing their goals.
In terms of financing this leap of faith, I had a small amount of savings and I borrowed the rest. Since starting up I’ve reinvested into the business. I was also very lucky to find supports available through local enterprise offices and business mentoring programmes. I try to keep things lean and focus on building the brand step by step.
Before starting my business, I had completed a local enterprise office Start Your Own Business Training Programme many years prior.. Since starting the business I have also completed programmes like the phenomenal ACORNS which supports women in business in rural Ireland and Thrive4Women, again supporting women with a business idea.
My ‘why’ is simple: to help people slow down, check in with themselves, and create space for focusing on their own personal development.
I also did a CIPD-accredited course in employee wellbeing, I have a Mindstream certificate in life coaching and I am currently working towards my diploma in life coaching. I think upskilling is crucial—especially when you’re running a business solo, I enjoy learning and want to continue to grow my skills and knowledge around business and wellbeing.
The best financial advice I ever received was to make sure you are in a position to put bread on the table whilst going after the butter and jam. It’s such a valuable sentiment—reminding me that it’s essential to take care of the basics, both at home and in business, while working toward the bigger wins.
Make sure you are in a position to put bread on the table whilst going after the butter and jam. It’s essential to take care of the basics, both at home and in business, while working toward the bigger wins.
When it comes to the Irish education system, I think it’s getting better at supporting entrepreneurship. When I went to school, entrepreneurship wasn’t on the radar at all, but I can see from my children’s schools that there is an emphasis on entrepreneurship, which is fantastic, especially in transition year. There’s still potential to nurture creative thinking in young people. I’d love to see more practical business education and space for students through all years, to explore self-employment as a real option.
Feeling the fear and doing it anyway
Fear and doubt have tendencies to show up, especially when you’re stepping into something new or uncertain. I try to acknowledge it and keep going anyway but it can be daunting at times. Journaling helps a lot—writing things down often gives me clarity and a sense of perspective. I also surround myself with people who understand the ups and downs .
When I consider what’s important to me, both personally and in business, it’s honesty, authenticity, and a sense of humour. I believe in showing up as your true self and not taking things too seriously all the time. There’s always room for a laugh along the way. In line with Mojo&Co’s mission, I also place a strong emphasis on wellbeing. It’s something I’ve neglected in the past, but over the last five years, I’ve made a conscious effort to prioritise self-care and build supportive routines into my daily life. It’s made all the difference—and it’s something I now try to champion through my work.
Risk-taking is part of the job, and I’ve learned that not taking a risk can be just as risky as going for it. That said, I don’t take wild leaps—I try to make calculated decisions by weighing up the pros and cons, assessing what is the impact of taking a risk versus the risk of not taking it.
Ambition, to me, is about building a life and business that feels aligned with who you are. I have always been quite ambitious to do something I love and truly believe in, I feel it’s a good thing that can help drive you towards your goals, it’s about growth with purpose.
I’m in a privileged position in that my business centres around what supports my own wellbeing the most, which is without a doubt journaling. It’s where I offload, reflect, plan, and find clarity when things feel overwhelming. I feel journaling also paves the way for change and helps you figure things out. I also love to get outdoors, go on nice walks. I have been doing a lot of meditation lately. In our workshops I encourage everyone to put themselves first by focusing on self care and wellbeing in a way that works for them, by creating a toolkit that you can dip into daily through life’s ups and downs.
In order to be a resilient entrepreneur, you need to possess a certain sense of self-belief, flexibility, and an unbelievable faith that things will work out. I also think you need to be willing to take risks and try new things. Things are ever changing in business. It’s important to know the path will change along the way and that’s normal.
Making a tangible difference in someone’s life
Building a team is something I’m excited about. I’ve led teams in the past, and I know the power of bringing the right people together. It’s also a big responsibility, and I want to build something where people feel valued and supported.
When it comes to delegating, I know it’s essential, but it’s not always easy when your business is your baby! I’ve learned that trusting others is key to growth, and that letting go of control can actually be really freeing.
The same goes for work-life balance. I think it is achievable—but not all the time, and definitely not in a perfect 50/50 split. Some weeks are really full-on, others are slower, and that’s just how it goes. For me, having the freedom to work around my own schedule is key. It might not be a typical 9 to 5, but if it works for you, that’s what matters. Having boundaries and knowing when to take a break and actually step away is so important. When you stay connected to your values and make time for the things that bring you joy, it becomes a lot easier to find some kind of balance.
My favourite thing about running my own business is seeing an idea come to life and hearing how it’s made a difference for someone—that’s the most rewarding part for me. I also really value the flexibility and the unexpected opportunities that come with running your own business. I’ve met so many incredible people at shows and events, and some lovely friendships have grown from those connections, which makes the journey even more meaningful.
Start small, start messy, but start. You don’t need all the answers upfront. Just take the first step and trust that you’ll figure things out as you go.
My least favourite is the financial pressure and uncertainty—it can feel like a lot at times, I also miss working with a team of people, there is lots of support out there in relation to networks and mentoring but it can still feel lonely at times.
I think starting a business in itself has been a big risk for me. You are taking a leap of faith with no knowledge of whether or not it will work. It was terrifying and very exciting at the same time, but it gave me the freedom to create a business and a life that feels true to me.
Start small, start messy, but start
In terms of advice for those considering starting up their own business, I would say start small, start messy, but start. You don’t need all the answers upfront. Just take the first step and trust that you’ll figure things out as you go.
Make sure you have a source of income to support you, even if you have to start your business as a side hustle, do that till you are in a more secure financial position.
It’s a marathon not a sprint, it can take longer than you envision to become established but knowing this helps to set your expectations.
Don’t underestimate the power of community—surround yourself with people who get it and seek out help, people enjoy & want to help others so if you are inspired by someone, reach out to them, go to your local enterprise office and see what help is available there also.
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