Diminutive Nicknames: Reclaim Power as Women Entrepreneurs

"Sweetie," "Honey," or "Boss Lady"? Reclaiming Your Power Over Diminutive Nicknames

Ever been called "sweetie" or "honey" in a business setting & it just… rubbed you the wrong way? It’s like a tiny paper cut, isn't it? Seemingly insignificant, but annoying & distracting. Diminutive nicknames, while perhaps intended as harmless, can undermine our authority in professional settings. This is especially true for women entrepreneurs who are building their businesses & establishing themselves as leaders. I think back to when I was just starting out, juggling Cocoista Ltd. alongside the demands of motherhood. There were days when I felt like I was constantly putting out fires – from supplier issues to navigating the ever-changing landscape of social media marketing – only to be called “sweetie” by a potential collaborator, as if all that effort and expertise were somehow less valuable because I was a woman.

The Power of Language: Why Words Matter in Business & How They Impact Female Entrepreneurs

My ongoing PhD research into women's entrepreneurship constantly reinforces one powerful truth: words matter. They shape perceptions, influence behavior, & can trigger a whole range of emotions. In the business arena, where we're striving to be taken seriously, seen as equals, & command the respect we deserve, the language used to address us becomes especially crucial. I think back to a meeting with a potential investor. I had just delivered what I thought was a killer presentation – pouring my heart & soul, not to mention hours of research, into it – when he patted me on the arm & said, "Well done, sweetheart." Honestly, in that moment, all the confidence I’d built presenting my brilliant ideas just… deflated. There have been so many times in my own journey, especially in those early corporate roles, where I struggled to assert myself. I’d shrink back, let the nickname slide, and then internally berate myself for not speaking up. It chipped away at my confidence & made me question my own worth. I felt so small, like all that hard work had been reduced to a patronizing pat & a diminutive nickname. It felt like my expertise & authority, carefully cultivated over years of experience, were being dismissed.

Decoding the Diminutive: Why These Nicknames Undermine Women Business Owners

Now, I'm not saying everyone who uses these terms is intentionally trying to be dismissive. Sometimes it’s just habit, a cultural norm, or even a misguided attempt at friendliness. But the impact, regardless of intent, can still be disempowering. It creates this subtle shift in the power dynamic, implying a level of familiarity that hasn't been earned &, more importantly, isn’t appropriate in a professional setting. It can even subtly reinforce unconscious biases, suggesting women are somehow less competent or less deserving of respect. Isn't that crazy?

Think about it – would anyone call Richard Branson "cupcake" or Elon Musk "honeybun" during a board meeting? Probably not. So why is it often considered acceptable to address women in this way? It’s a double standard, plain & simple, & one we need to actively address. The frustration is similar to when you're up at 3am with a teething baby, desperately trying to soothe them while simultaneously worrying about that looming deadline for a client project. The mental load is real, the exhaustion is profound, & then to be called "honey" or "sweetie" in a professional context just adds another layer of exasperation, doesn't it? It diminishes the real effort and sacrifices involved.

Reclaiming Our Power: Strategies for Handling Diminutive Nicknames as Female Entrepreneurs

So, what's a driven, focused female entrepreneur to do? First, take a deep breath. Remember, it's not about getting angry or overly confrontational (though a well-placed raised eyebrow can work wonders!). It’s about owning your power & redirecting the interaction with grace &, when necessary, a touch of strategic sass. Here are a few tactics I've found helpful:

• The Polite Redirect: A simple, "I prefer to be called " delivered with a warm smile can be surprisingly effective. It’s direct, professional, & puts the responsibility back on the other person to adjust their language.

• The Humorous Deflection: If you're feeling witty, a lighthearted "While I appreciate the term of endearment, in a business context, I prefer ." This can diffuse the situation while still making your point clear.

• The Direct Address: For repeat offenders or situations where the nickname feels particularly dismissive, a more direct "I'd appreciate it if you would address me by my name/title in professional settings" can set a firm boundary. This is like that “I need help NOW, not when it suits you” conversation I had with my mum - sometimes being direct is the kindest thing, for both of you.

• The Silent Treatment (with a twist): Sometimes, the most powerful response is no response at all. Simply continue the conversation as if the nickname wasn't used, addressing them by their name or title. Maintain eye contact, keep your body language open & engaged, and focus on the content of the discussion, not the distracting label. This isn't about being passive-aggressive. It's about embodying your “Big Deal Energy,” as Adrienne Weimer 1 would say, and confidently leading the interaction. Remember that NLP principle from Sue Knight 1: “The meaning of your communication is the response you get.” Your confident, professional demeanor is the communication. Their use of a diminutive nickname is their response, reflecting their perception, not your worth. By not reacting to the nickname, you're subtly yet powerfully signaling that you expect to be treated with respect. This subtly reinforces the professional dynamic and often leads them to adjust their language without further prompting.

I can vividly remember having to use a version of this silent treatment with a potential investor. Every other sentence, he’d pepper in a “sweetheart” or “darling.” It was incredibly distracting, & honestly, it made me feel like he wasn't taking me or my business seriously. So, I took a deep breath, focused on the business discussion, & addressed him formally by his name & title. By the end of the meeting, guess what? No more nicknames. It really can be that simple. Sometimes, the most powerful communication is the message you don'tdon't verbalize.

Owning Your "Boss" Status: A Mindset Shift for Female Founders

Ultimately, handling these microaggressions is about more than just correcting someone’s language; it’s about an internal shift, about cultivating a powerful mindset that radiates confidence & commands respect. It's about embodying that "Big Deal Energy" Adrienne Weimer 1 talks about – owning your expertise, your value, & your right to be treated as the professional you are. Remember how my dad fiercely advocated for me when teachers tried to silence me? That lesson, though learned young, still resonates: find your voice, use your voice, & don't let anyone diminish it. I think about when I first started at University of Birmingham, before I found my true fit at UEL. The environment wasn't right for me, and I struggled to find my voice. I constantly felt like I was playing catch-up. That experience showed me the power of the right environment & how vital it is to have a support system that believes in you. This also influenced my stance on prioritizing wellbeing – now, when I feel that familiar overwhelm creeping in, I remind myself that self-care isn’t selfish; it’s essential for showing up as the “Boss Lady” I’m meant to be. It’s about respecting myself & my clients equally.

Remember, you are the captain of your ship. You are building an empire. Own your power, command your respect, & let your actions & words reflect the "Boss" you truly are.

Ready to connect with other ambitious female entrepreneurs who get it? Join our free Femme Connect community for support, strategies, & a whole lot of "Boss" vibes. Learn from other women who are navigating similar challenges – from balancing kids & clients to overcoming imposter syndrome – and find the encouragement & accountability you need to thrive. Find your tribe & amplify your impact. Femme:Connect Community Page.

Carlene Nisbett

Founder & CEO, Femmeprenista

Wife, Mother of four, Business Owner, PhD Researcher, Pet mom, Plant mom, 5'0" tall Passionate Multitasker & Wine Lover, You get the drift

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