An ordinary human being (obsessed with perspectives) doing her best, sometimes well, sometimes not so much.


Hi I’m Sam.

I love business and living my life purposefully, consciously and intuitively.

This is my “coming out” you could say. I’ve spent the past 10 years as an online entrepreneur hiding behind my online brand, Sassi Sam, as a cartoon but now I’m stepping out of the shadows and into my own light.

My sense of determination, tenacity and passion led me to build an innovative online female fashion and beauty brand way ahead of the Australian market. After burning myself out living the fast life in Sydney, working in a business that was no longer aligned to me, I moved to the Gold Coast and I haven’t looked back.

My greatest lessons have been my mistakes. But my bright and positive outlook, and ability to stay grounded and down-to-earth, helped me to always find the silver lining in whatever challenge I was going through.

Like a phoenix rising from the ashes, I’ve totally recreated my life to one that is completely unrecognisable to my Sydney life. Today, I live the slow life that nourishes me on every level every day.

I am the Co-Founder of Social Enterprise Startup Apprentice, an entrepreneurial education program for high school students which I’m incredibly passionate about. Our Young Apprentices keep me inspired; they are smart, funny, kind and generous. In 2014 my business partner and I were awarded the Queensland Innovation Champion Award for our program (to learn more visit our website here). I am also the Chief Operating Officer for The Rogue & Rouge Foundation, a partner organisation to SUA. R&R runs mental well being, emotional intelligence and leadership programs for high school students and youth, founded by millennial super star Nicole Gibson (to learn more visit our website here). I have a corporate background embedded in media, PR, branding and marketing in both the government and private sectors.

The combination of these experiences leads me to where I am today, completely nourished as I consciously create and live a life that is aligned to my passions and purpose.

Stay inspired.

Current Projects

I am the Co-Founder of Social Enterprise Startup Apprentice (SUA) with business partner Sharon Hunneybell. SUA is an Entrepreneurial Educational program for High School Children. We successfully ran our Pilot Program at Varsity College, QLD’s biggest school earlier in 2014 and saw 30 students graduate and pitch their business ideas to a panel of judges. We currently have waiting list of other schools wanting us to run the program for their students. We are so passionate about nurturing and inspiring our future generation that we have released our lesson plans for free.

SUA is based on the key principles of lean startup that are used during Startup Weekend events. They have been packaged and delivered via weekly, action based, after school sessions. As the weeks progress, the young apprentices brainstorm ideas, collaborate with each other, physically design and build minimum viable products, market their products and/or services and present their businesses to a panel of judges.

The SUA program was selected as the main prize for the the Gold Coast Mayor’s Technology Awards Program and we had three teams from our graduating class as finalists.

Sharon and I were awarded the 2014 Queensland Innovation Champions Award for our program.

To learn more visit:

Innovation Champions

Queensland Innovation Champions!

The Startup Apprentice program has been recognised for it’s contribution to innovation.

Co-founders, Sharon and Sam, were awarded the title of 2014 ‘Innovation Champions’ under the Queensland Government’s Science and Innovation Champions program.

Learn more about the program here.

Past Projects

My love of all things business and startups saw me volunteering my time at Silicon Lakes, a not-for-profit company focused on mentoring, teaching and assisting start-ups, founders and entrepreneurs in a co-working incubator workspace located in Varsity Lakes on the Gold Coast.

You can find out more about Silicon Lakes’ Startup Weekends (build a business in 54 hours) and other services they provide for entrepreneurs at:


“Sassi Sam contributed to the KORA Organics Blog for a period of two years. Sam is a woman of integrity and is incredible at what she does. We were very proud to have her as a contributor to KORA Organics and look forward to continually working with her.”

Therese Kerr, Kora Organics & Divine by Therese Kerr

“Sassi Sam or Sam Winter is brilliant. In fact she has carved out a great niche through pure chutzpah. Go Sam.” 

Helen McCabe, Editor in Chief Australian Women's Weekly.

Sam Winter has a real knack for evaluating the working of a system from a user point of view.  Detail focused, her methodical and process driven approach ensures consistent reporting and concise feedback to the development team.”

Sharon Hunneybell, Director, Akro Consulting.

“Sassi Sam has been on Twitter for almost a long as Twitter has been on! She’s one of the coolest communicators in the business, a real reach-out-and-share girl. She’s fast, and fun, and on top of fast-moving trends. She does serious glamour, and also earthy goodness. I couldn’t recommend her highly enough!”

Caroline Overington, Walkley Award Winning Journalist & Author

“Tailor Maid Communications has worked with Sam and the Sassi Sam brand for over five years. Her continuous support on behalf of our clients has been invaluable. Sam is a leader in her field and we will continue to work with her and support her projects and site.” 

Chrissy Biasotto, Tailormaid Communications

Get in touch…

Feel free to get in touch.