Mumpreneur Profile: Ceri of Fab after Fifty

CeriFabafterfifty is a new inspirational website redefining women over fifty, designed by women for women who have a zest for life and know the best is yet to come. Founder, Ceri Wheeldon was staggered at the amount of negative media coverage for this age group, much of which seemed to carry a gently mournful past their sell by subtext.   Looking around at friends and colleagues, she saw Fabulous and Vibrant inside and out, which simply wasn’t being reflected in publications and websites. Ceri decided to fight back and fill the gap, ensuring that women over 50 remained visible, valued and a force to be reckoned with.  This led her to create which was launched last month.

Ceri FAFFaFpink [800x600] cropped The site’s philosophy is simple: to create a community where women can do what they do best – learn, laugh, share, network, make new friends, inspire and be inspired. Ceri says, “I have been a headhunter for more than 20 years and have worked on both sides of the Atlantic. When diagnosed with a chronic health condition 15 years ago I set up my own niche consultancy, CLW Associates, which enabled me to manage my travel etc to fit with my new health requirements. CLW is ‘ticking along’ in the backgound but I am hoping that will take over, as this is where my passion lies.”

Fabafterfifty is not a selling site but rather content driven offering input on Health, Fitness, Psychology, Beauty, Fashion, Business, Finance and Relationships.  It is as far as Ceri is aware, the only such site for women over 50 and it has already attracted its own prestigious panel of resident experts who include medical expert Dr Carol Cooper, make-up  artist Ariane Poole, celebrity hairdresser Denise McAdam, psychiatrist Dr Raj Persaud, celebrity stylist Ceril Campbell, nutritionist Dr Marilyn Glenville,fitness and diet expert Joanna Hall, finance expert Sarah Pennells  and  the Nicky Hambleton- Jones style team.

Ceri explains the business model for the site, “We intend to make money from the site via our directory advertising listings for products, services and events for smaller companies,and  display advertising for larger corporates- we have set targets for the number of daily site visits we need to acheive in order to be viable for advertisers. We will be working with a small number of selected companies on an affiliate basis, and have already been approached by one or two companies to ‘badge’ their products with the fabafterfifty logo and graphics. There has been a lot to take in during our first week! We have or two other initiatives lined up as well!”

Setting up a business always comes with challenges. Ceri says, “We have had challenges setting up the site- the main one, which caused a 3 month delay, was being badly let down by our initial website developers, who failed to deliver in 5 months what the newly commissioned company was able to deliver in 3 1/2 weeks. This has meant our site going live the week before Christmas- not ideal timing! But none the less we have had terrific response and extremely positive feedback.”

The site will carry regular in-depth product and book reviews, along with profiles of women from all walks of life and experience.  Ceri says, “Married, single, homemaker or career woman, empty nester, or doting grandmother – there’ll be discussion forums for you to speak your mind and ask questions of our experts.  After all, fabulous isn’t just about what you wear, how you look, sound or feel. It’s about how you view your world, how you weather your storms and celebrate your successes.  It’s about who you are and where you’re going.”  Ceri herself is loving her post-50 life. She says, “I am married to Michel, a French medical professional, and am stepmother to his 2 children, although  they are now getting older and  becoming far more independent ! Life is extremely busy but great fun. It really is ‘fabafterfifty’.” – redefining and  celebrating the best halve of our lives!


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1 Comment

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