Kathy Peyton founded sales promotion agency Sweete in 2013 and has been building on that gap in the market ever since. She shares her story so far, ambitions of going global, and her day-to-day runnings of her company.
I’m Kathy Peyton, founder of Sweete. I fell into the loyalty industry when I was 26. I started out with a UK company called Landround PLC, and very quickly realised that customer loyalty was something I was genuinely passionate about. I loved seeing how the right reward or experience could make a real connection between a brand and its customers.
After a few years, I’d built up a lot of great relationships and a reputation within marketing circles, and I decided to take the plunge and set up my own agency. That was in 2013, and that’s how Sweete began. What started as just me and an idea has grown into Ireland’s largest award-winning loyalty agency. We look after everything for our clients — from creating and fulfilling rewards to design, tech, customer care and reporting — so it’s very much a full-service setup.
In 2019, I spotted a bit of a gap in the Irish market for a premium online gifting platform. Using the team and resources we already had in Sweete, I started developing what became Gift House, which we launched in 2020. It was right at the start of the pandemic, and a lot of Irish businesses didn’t have an online presence at the time. That actually created an opportunity — we reached out to help them get their products online, and now we work with over 1,000 Irish companies and offer more than 2,000 gifts.
I decided to start my own business because I wanted to have full control over how clients were looked after and do things my way. I’d seen first-hand what worked — and what didn’t — and I wanted to build something that focused completely on delivering a world-class service, with no shortcuts or red tape. I wanted the service to be more personal, more flexible, and really focused on what clients actually need. It was really about being able to do things properly, the way I knew they should be done, and to build genuine long-term relationships with clients and make them feel looked after.
Going global
We expanded Gift House into the UK in 2021, and it’s now Ireland’s largest reseller of third-party gift cards, with over 130 retail partners integrated through our API, meaning digital gift cards can be delivered instantly.
Then in 2023, I launched whoopee! gift card, which is Ireland’s first multipurpose gift card. The idea was to make gifting easier. You can give a whoopee! gift card for any occasion, and the person receiving it can swap it for any of our partner gift cards. What I love about it is that it’s genuinely fair, there are no hidden fees, and the balance never depreciates.
Honestly, my big goal is to take what we’ve built here and make it global. I’d love for Sweete to be known as an international loyalty agency and for Gift House and whoopee! gift card to grow into global gifting brands. We’ve proven what we can do in Ireland and the UK, so now it’s about bringing that to a wider audience. At the heart of it though, it’s not just about scale, it’s about continuing to create things that make people feel valued, whether that’s a brand rewarding its customers or someone sending a thoughtful gift. That’s what keeps me motivated.
The logistics
I funded it myself with savings. No investors, just a bit of bravery as I really believed in what I was doing, and I figured if I was going to take a risk on anyone, it should be myself.
I didn’t actually do any formal business training or take part in any schemes. I just learned by doing — a lot of trial and error, asking questions, and figuring things out along the way. I think that hands-on experience taught me more than any course could have.
The best piece of financial advice I have ever received has been the importance of reinvesting in your business, always. It can be tempting to take the profit and cost for a bit, but putting it back into the company, the people, and the systems is what really helps it grow. It’s something that’s made a huge difference for me.
I do think the Irish education system supports entrepreneurship, but I think there’s still room for improvement. There’s definitely more awareness and encouragement around entrepreneurship now than there used to be, but I’d love to see more practical, real-world business skills being taught earlier — things like problem solving, creativity, and resilience. Those are the skills that really prepare you to run a business.
Before I launched Sweete, I was working as a Sales Director in another agency. Handing in my notice and setting up Sweete just a month later was a massive risk — especially with a young family at home. I’d be lying if I said I wasn’t nervous; there was definitely fear and doubt in the beginning. But I also had this strong belief that I could make it work. The support I had from family and friends made a huge difference — they kept me grounded and encouraged me to keep going. Once I focused on what I wanted to build and why, the fear turned into motivation, and that’s what pushed me forward.
Believe in your idea, trust your instincts, and surround yourself with good people who’ll support you and challenge you in the right way.
Teamwork, risk-taking and ambition
My team, without a doubt, is the most important thing to me as a business owner. I really believe that creating a happy, supportive working environment is key to everything. When people enjoy where they work and feel valued, it shows — in their ideas, in how they treat clients, and in the overall energy of the business. A positive team culture doesn’t just make work better; it’s what drives the success of the company.
Building a team is one of my favorite parts of running a business. I love finding people who bring different strengths and ideas to the table and watching them grow into their roles. For me, it’s not just about hiring the right skills — it’s about creating a group that genuinely enjoys working together. When you have that kind of team energy, everything else falls into place.
I’ve always been comfortable with delegating. I genuinely believe in giving people the space to take ownership of their work and make decisions. When you trust your team and let them run with things, they grow in confidence — and the business benefits too. It’s never been hard for me to hand things over because I’ve always seen it as a sign of strength, not loss of control.
I’ve always been a big believer in taking risks. I think if you don’t take them, you’ll always be left wondering what if? Some of the best things I’ve done in business have come from stepping outside my comfort zone. It’s not about taking reckless risks, but about trusting your instincts and backing yourself — that’s where the real growth happens.
Without a doubt, the most rewarding risk I’ve taken was leaving my job as Sales Director to start Sweete. It was a huge risk at the time — I had a young family and no guarantees it would work — but it turned out to be the best decision I ever made. It completely changed the course of my life and career, and looking back now, I’m so glad I trusted my gut and went for it.
For me, ambition is about always wanting to push things a little further. It’s that feeling that there’s always more to learn or something new to try. It’s not just about money or growth — it’s about doing things better, taking pride in what you build, and not settling for “good enough.” I guess it’s what keeps me moving forward.
I think resilience comes down to not letting the doubts win. There will always be tough days and moments when you feel like throwing in the towel, but you have to keep pushing forward and remind yourself why you started. It’s about having belief in yourself, staying focused, and picking yourself up when things don’t go to plan — because they often don’t!
Finding the freedom to create
Going to the gym every morning really sets me up for the day — it helps me clear my head and get focused before work starts. And then on the other side of it, coming home to my family in the evening and sitting down together for dinner is my favourite part of the day. It’s our time to switch off, catch up, and just chat about everything and nothing.
Achieving a work-life balance is definitely hard when you’re the director and ultimately answerable for everything. You never fully switch off — even on weekends or holidays, the ideas still pop up! But I do try to give myself that downtime when I can. I’ve learned that stepping away actually helps me come back fresher and with a clearer head — even if my brain doesn’t always get the memo.
My favourite thing about running my own business is the freedom to create — being able to take an idea and actually make it happen. I love the variety too; no two days are ever the same, and that keeps it exciting.
What I dislike most is probably the constant pressure that comes with it. When you’re the one at the top, everything ultimately falls on you — the decisions, the responsibility, all of it. It can be a lot at times, but it’s part of the deal, and I wouldn’t trade it for anything.
To those considering taking the leap and starting their own business, I’d say just go for it — but be prepared to work hard. There’s never a perfect time to start, so don’t wait for one. Believe in your idea, trust your instincts, and surround yourself with good people who’ll support you and challenge you in the right way. There will be ups and downs, but if you stay focused and keep pushing forward, it’s absolutely worth it.
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