Nine years ago, Lauren De Cesare and her business partner left their jobs at SAFM, and after some time had passed, the two began their own Instagram page and website titled Adelady – a way to share part of Adelaide’s best-kept secrets like where to get a good smashed avo.

De Cesare was just 27 when she began Adelady which would eventually lead to a bi-annual print magazine, a Channel 9 show titled Hello SA and Hay Lozzie Media – a content-producing company responsible for socials, commercials, copy and more.

De Cesare says a large part of what they do is uplifting and inspiring women across all generations.

On giving De Cesare the Inspiring Female Leaders Award, CityMag journalist Claudia Dichiera said that it was an honour that she was able to collaborate with creative, resilient and powerful women in the workforce, whose attributes are replicated for so many on this 40 under 40 list.

“Although this award is going to one person whose voice and face you may recognise, it was so inspiring to see all women dominating in their respective industries, whether that be, marketing, science, healthcare or creative ventures,” she said.

“As a young emerging professional, having women in Adelaide excelling in their fields (sometimes traditionally dominated by men) is so important. This award recognises just that.”

Adelady, along with the other brands under De Cesare’s wing, play their part in society to celebrate and represent all types of women: the working mum, the business owner, the mentor and more.