In a world where fast-paced business often overshadows heart and heritage, Shann Jones MBE stands as a rare force—an entrepreneur whose success story is steeped in innovation, resilience, and transformation. As the Founder and Director of Chuckling Goat Ltd., she took a small Welsh goat farm and turned it into a global wellness brand, now trusted by over 300,000 customers seeking natural, gut-focused healing.
Her journey didn’t begin with venture capital or a flashy pitch deck. It began at her kitchen table—during a moment of personal crisis—when her young son’s chronic illness led her and her husband to try kefir, a traditional remedy made from their goats’ milk. The results were miraculous. What started as a desperate act of hope soon evolved into a purpose-driven movement that’s redefining modern wellness through the lens of ancestral wisdom and scientific integrity.
Today, Chuckling Goat is not just a brand—it’s a philosophy. Under Shann’s fearless leadership, the company bridges ancient natural healing with cutting-edge science, changing perceptions around gut health, emotional well-being, and the power of simplicity. Her unwavering authenticity has earned her not only an MBE honor from King Charles but also a place as one of the most influential voices in wellness entrepreneurship today.
In the feature ahead, we step into the world of Shann Jones—an inspiring mother, changemaker, and visionary—who continues to prove that when business is built on truth and love, it becomes a legacy worth watching.
What sparked the first step in your journey with Chuckling Goat?
It all started with love—and crisis. My little boy, Ben, was suffering from chronic bronchial issues, and antibiotics just weren’t working. My husband, a Welsh goat farmer, suggested we try making kefir from our goats’ milk. At first, I thought it sounded ridiculous. But desperate times call for bold choices—and to our amazement, it worked. Benj got better. That moment changed everything. We couldn’t keep this to ourselves, so we rolled up our sleeves, built a website, and began sharing what had helped our son. Chuckling Goat was born from goats, grit, and a mother’s love.
With over 300,000 customers and 6000% growth, what was the turning point when you realized, “This is really happening”?
It was when I self-published Secrets of Chuckling Goat. I imagined it as a quiet little book to sit next to our handmade soaps and lotions in Fortnum & Mason. But then it was picked up by Hay House and went on to become a bestseller. Suddenly, I was being interviewed on BBC Radio Two, and the response was overwhelming. Orders poured in, and we found ourselves with an eight-week waiting list. That was the moment it hit me—we were on our way.
How has your background in journalism helped shape the Chuckling Goat brand voice?
My journalism training taught me the value of truth, clarity, and connection—those became the backbone of Chuckling Goat. I learned how to ask the right questions, cut through noise, and tell stories that resonate. That’s how we speak to our customers: honestly, warmly, and without pretence. I still write every word of our content myself. We’re real people on a small Welsh farm doing things by hand—and when you speak from the heart, people feel it.
Receiving an MBE is such a major honour. What did it mean to you, personally and professionally?
Receiving the MBE on King Charles’ New Year Honours List was surreal and humbling. Personally, it felt like a moment to honour the whole journey—the crises, the healing, the early mornings with the goats, and that kitchen table where it all started. Professionally, it was validation that honest, handmade products and natural wellness can have a real impact. It opened doors I never imagined, but at the core, it’s still about helping one person at a time—with love.
What do you believe defines an iconic female personality in today’s world?
Authenticity. Courage. Heart. An iconic woman leads without losing her soul or sacrificing her family. She owns her story—including the messy bits—and uses her voice to lift others. She doesn’t chase perfection or fame—she chooses purpose. Real success, for me, is staying rooted in who you are while holding those you love even closer.
What societal norms did you have to challenge to succeed as a wellness entrepreneur?
I had to challenge the assumption that natural remedies are somehow less effective than conventional medicine. When my son got better on kefir, it flipped everything I thought I knew. I also pushed back on the idea that business has to be slick or impersonal. I built Chuckling Goat by showing up raw and real, sharing our story, one customer at a time. I’ve found that honesty and heart build brands just as well as any marketing campaign.
You built a brand with deep personal meaning. How do you maintain authenticity as you grow?
I stay grounded in the “why.” Chuckling Goat began with my son’s healing, and that purpose still drives us. We answer every customer email personally, and I still write all our copy myself. We’re not aiming to be the biggest—we want to be the most meaningful. Scaling doesn’t mean selling out; it means deepening your roots. And when I need to reconnect, I walk outside, put my hands in the dirt, and remember how it all began.
How did you manage moments of burnout or uncertainty?
The mantra that carried me was: This matters. I wasn’t building a business for vanity—I was building it for my family and for others like us. That clarity became my anchor. And I learned to give myself grace. You can’t pour from an empty cup. Trust the process, take a breath, and keep showing up—one honest step at a time.
How have you helped shift gut health from niche interest to essential conversation?
From the start, I spoke plainly about gut health—not as a trend, but as the foundation of everything. We backed up our storytelling with serious science, working with Cambridge University and a Scientific Advisory Board. That blend of real-life experience and rigorous evidence helped us make gut health relatable, trustworthy, and essential for everyone.
What’s one myth about natural healing you’re determined to change?
That it’s “soft” or unscientific. Gentle doesn’t mean weak. True natural healing is rooted in biology, backed by evidence, and often supported by centuries of traditional wisdom. At Chuckling Goat, we unite that heritage with modern research to bring people powerful, effective solutions.
How do you keep your work scientifically credible while honouring tradition?
To me, it’s not either-or. We honour both. Our work is guided by ancient wisdom and supported by modern science. That’s why I chose our motto: Nature. Science. Service. Together, those three principles shape everything we do.
If you could change one thing about how society views gut health and emotional wellbeing, what would it be?
I’d love for people to understand that gut health is mental health. The gut is our second brain—it makes neurotransmitters like serotonin that affect mood, sleep, and resilience. Too often, we treat mental health in isolation. I want to shift that focus to root-cause healing. It’s not “woo”—it’s science.
What life lesson has shaped your journey as a mother, entrepreneur, and woman?
That strength doesn’t mean doing everything. It means knowing what really matters—and having the courage to protect it. Real wisdom comes from saying “no” to what doesn’t align. I protect what’s sacred: my family, my peace, and my purpose. The heart-led path is tough—but it’s the one that leads home.
What advice would you give to women quietly building their dreams behind the scenes?
I see you. You’re doing more than you know. Don’t wait for permission or perfection. The magic is in the doing—in the quiet bravery of showing up. Trust your gut, honour your pace, and remember: you don’t have to be loud to be powerful. Keep going—your time is coming.
What does it mean to you to be named The Most Iconic Female Personality to Watch in 2025?
It’s a huge honour—and a responsibility. For me, it means standing for something real in a world of noise. I want to use this moment to amplify the quiet power of purpose-led work. Healing is possible—through nature, science, and service. My hope is to inspire more women to lead from the heart, speak their truth, and make a difference without sacrificing their soul or their family. That’s the legacy I want to leave.
