Brands Built By Women: ivee

Celebrating new and emerging women-founded brands you'll want to know.

Since November 2025, we've been spotlighting inspiring consumer brands built by incredible women from all walks of life - founders who are creating a positive impact through their businesses.

We started Mindful Brand to support women succeed in business. Not just through what we do, but also in how we shop.

Deciding which businesses to support is a personal choice.

If, like us, you prefer to champion female-owned brands, we hope you enjoy this series.

Today, we’re featuring ivee, founded by sisters Amelia and Lydia Miller in 2024 in the UK.

About the Brand

ivee exists to help people stay competitive amid AI job shifts. The platform provides the tools, learning, and no-nonsense support people need to remain relevant in a rapidly changing job market.

ivee does this through micro-upskilling on the latest AI tools and trends - embracing the future of work. Candidates need to land roles, employees need to keep their jobs, and companies need to recruit AI-fluent talent - ivee is on a mission to solve all three.

ivee has also introduced Scout, an AI recruitment agent that allows users to skip the application process and be automatically submitted to a shortlist. All the company has to do is email their job description to scout@ivee.jobs.

Meet the Founder

Amelia is the co-founder of ivee. Originally from Twickenham in London, she is a University of Cambridge Fellow and former England lacrosse player. Before building ivee, she worked on the Foreign Exchange Sales & Trading floor at Goldman Sachs.

A first-time founder, she is building ivee with her sister and co-founder, Lydia, who previously worked at Deloitte Ventures specialising in the future of work.

How She Started

ivee was built after Amelia and Lydia witnessed their mum’s struggle to get back to work after time away. They began building a solution with her story in mind, but along the way it opened their eyes to the sheer scale of this problem, which is only growing.

AI is changing how we view talent. Employers no longer want to just see experience - they want people who are genuinely AI-fluent, constantly upskilling, and truly adapting to all the new technology.

What She Learned

Amelia has learned that building out loud is probably the best thing you can do for your personal brand and your business.

In this new AI world, pretty much anyone can replicate any product out there, so building a moat by building a brand is a non-negotiable.

Given the popularity of content creation and influencers, building a founder-led brand has never been more effective. She has seen this through the likes of TALA, Odd Muse, and Rare Beauty.

Where to shop

ivee is available online at www.ivee.jobs.

Follow ivee on social media for updates and insights:

LinkedIn: iveejobs

Instagram: @soulnotes.co

TikTok: @ivee.jobss

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