Rebecca Di Noia

Work Mobile: 0434 507 079

Main Areas Covered: Cumberland, Fairfield, Parramatta

Location
Parramatta, Cumberland, Fairfield

Small business experience

I have more than 20 years of hands-on small business experience across construction, ecommerce, retail, product-based business and emerging technology.

Before establishing my own business, I spent approximately 10 years helping my husband with his construction business, giving me practical experience in the day-to-day realities of running a small business.

In 2013, I founded Soap de Villa, an Australian natural skincare and ecommerce business, which I continue to operate. My experience includes ecommerce, product development, branding, marketing, pricing, cash flow, customer service, markets, expos and shopping-centre pop-ups. Soap de Villa products are also sold on Amazon Australia, giving me first-hand experience with online marketplace selling. I also participated in an Australian Export Trading Mission to Shanghai. Soap de Villa was featured by IP Australia as a trademark case study, including an educational video about our experience with trademark registration and brand protection.

Since 2025, I have also been the founder of SOAP AI, an AI sustainability reporting project being developed in collaboration with the University of Technology Sydney (UTS) to explore practical sustainability reporting solutions for Australian SMEs. Since 2026, SOAP AI has also received mentoring support from NVIDIA, further supporting the project’s development in AI and emerging technology.

Alongside operating my own businesses, I have spent around nine years advising nearly 2,000 small businesses and start-ups across different industries and stages of growth.

About
Rebecca Di Noia is an experienced business advisor, entrepreneur and AI specialist who has supported nearly 2,000 NSW small businesses and start-ups over the past nine years. With more than 20 years of hands-on business experience, she brings expertise across business strategy, ecommerce, marketing, digital capability, innovation and AI adoption. Her background spans construction, retail, manufacturing, exporting and online business, giving her practical insight into the opportunities and challenges faced by business owners.

Specialties

• Business planning and strategy
• Ecommerce and digital growth
• Marketing and branding
• Artificial intelligence (AI) adoption
• Innovation and sustainability
• Cash flow and business growth

Approach

Rebecca takes a practical, straightforward and solutions-focused approach. She works with business owners to identify opportunities, address challenges and develop achievable next steps that support sustainable growth. Her advice is grounded in real-world business experience and focused on building capability and confidence.

Strengths

As both a business advisor and business owner, Rebecca understands the realities of running and growing a small business. She founded Soap de Villa in 2013 and has first-hand experience in ecommerce, retail, major events, exporting and online marketplace sales. She also brings specialist knowledge in emerging technologies through her work developing SOAP AI in collaboration with the University of Technology Sydney (UTS). Her innovation credentials include participation in the NVIDIA Inception program, recognition as a 2026 Western Sydney Awards for Business Excellence (WSABE) Excellence in Innovation finalist, and judging roles for the Australian Manufacturing Awards.

Mission

Rebecca is passionate about helping businesses embrace innovation, build resilience and use emerging technologies to create new opportunities for sustainable growth.

Years of small business ownership, operation or management: More than 20 years of combined experience.

What qualifications and business experience do you have?
I have Certificate 4 in Business Sustainability Assessments and Mental Health First Aid Accreditation.

I started a ecommerce business in 2013 and since them I have been:

• part of the Australian Export Trading Mission in Shanghai, China, 2019
• Student mentor for Global Scope by Practera with Western Sydney University, Parramatta 
• One of 9 finalists for David Kochie Business Builder’s “Back to Business” competition in March 2021.
• Part of the judging committee for The Stevie Awards for Women in Business 2021 and the Asian Pacific Stevie Award in 2022.
• Winner of the Emerging Leader Altitude Award 2022 and KWE Business Excellence Award 2023,
• Partnered with IP Australia by producing an educational video in May 2023, to promote the importance of business trademarking. 

What is the best part/your favourite thing about your role?
Connecting with people from all industry and background and helping others to grow their business

What do you find most rewarding when helping small businesses?
To be part of their journey, both in business and personal

What is your favourite inspirational quote?
“Our deepest fear is not that we are inadequate….. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, who am I to be brilliant, to be gorgeous, talented, and fabulous. Actually, who are you not to be? You are a child of God. Your playing small doesn’t serve the world. There is nothing enlightened about shrinking so that others won’t feel insecure around you.

We are born to make manifest the glory of God within us. And as we let our light shine, we consciously give others permission to do the same. As we are liberated from our fear, our presence automatically liberates others.”

What is the best piece of advice you can give a potential or existing business owner?
God has given each of us talents and skills so find out what is it and do your best

What is your favourite thing to do outside of work?
Reading, singing and I have recently taking up bike riding

What’s your favourite line to use as an ice breaker when meeting someone new?
“so where did you find out about today’s event?”

Tell us your best joke:
I once won the “Not to laugh at Dad’s joke” competition because I did not understand half of the jokes!  (tragic, I know!)