
Leadership with purpose: Bridget Williams
Christchurch Bead & Proceed founder Bridget Williams explains to Metropol writer Hannah Brown how a moment of frustration sparked a creative global movement in sustainability and leadership.
From courtrooms to creativity workshops, lawyer turned social enterprise founder Bridget has redefined what it means to lead with purpose. “It started with a bad day in court,” she explains, recalling the defining moment that led her to embrace her creative side.

Despite being a naturally artistic person, Bridget admits that growing up, “being called creative often felt like a backhanded compliment”. She opted for a legal career, determined to prove herself in a challenging field. “Law was something I pursued from a place of ego,” she explains. “I wanted to prove I could do something hard.
After years of working at a great firm, I realised I wasn’t playing to my strengths. I didn’t feel like I was adding value to my clients, my profession, or even myself.” One evening after court, everything changed. “I came home, picked up some beads, and made a necklace. It was such a simple act, yet it unlocked something inside me, this creative spirit I had been suppressing for so long.”

That simple moment of reconnection soon sparked a bigger idea. Bridget came across an article about the United Nations’ 17 Sustainable Development Goals (SDGs) and the concept resonated deeply. “I thought, what if we could use creativity as a tool to connect people with these goals? What if something as simple as painting beads could become a framework for making a sustainable impact?” And so Bead & Proceed was born. It’s a formula that has gained traction. “A lot of businesses start with the beads and then move on to the ‘proceeding’ part, where we help them align their goals with sustainable targets,” Bridget explains.

Bridget’s youth undoubtedly shaped her passions for creativity, sustainability, and leadership. “Growing up, my whānau, especially my mum, celebrated creativity as a strength. “My parents are nature lovers, and my granddad was an incredible environmentalist, so that love for nature and creative innovation has definitely flowed on.”
Time spent in Canterbury University’s Student Volunteer Army proved another crucial time. “Being involved in the clean-up after the February earthquake, and later serving as president [of the club] was pivotal for me. “It showed me the importance of being an active citizen and being part of something bigger than you but better because of you,” she says, quoting her mentor, Dr Lane Perry.
Bridget credits her role as chair of the Waimāero Fendalton-Waimairi-Harewood Community Board with shaping her leadership style. “It helped me understand what kind of leader
I want to be,” she says. “Taking the plunge to commit to something I’m passionate about full-time taught me to own my creativity as a strength.”
“It’s more important than ever to actively incorporate creativity into our lives, especially in the workplace. I see creativity as the engine that drives leadership and sustainability.
“It’s about understanding who you are, what your values are, and operating with healthy optimism to make an impact.” Bridget believes that leadership starts with self-awareness. “If we are going to care about people and the planet, we have to recognise that we’re part of the ecosystem too. “Sometimes, external change starts with an internal shift. That is where creativity, leadership, and sustainability intersect.”

As for the next generation entering the workforce, she is optimistic. “Accountability stands out as a key value they bring. This generation is demanding workplaces that prioritise values and impact.”
In an ordinary week, Bridget wears many hats—creative leader, entrepreneur, aerobics instructor, and community board member—yet she brings the same energy and passion to
each role. “It’s about a sense of wellbeing,” she explains. “Especially the younger generation—they’re so clear about their boundaries and honouring them, which I think is incredible.”
When asked what advice she would give to aspiring leaders, Bridget pauses to respond with her signature thoughtfulness. “Get clear on your direction—where do you want to make an impact? Know your motive—what makes you tick creatively—and don’t forget to service that engine. Look after yourself because it’s a journey, and perfection isn’t the goal.”
“Leadership, creativity, and sustainability are iterative processes. When you plateau, rather than seeing it as stagnation, treat it as an opportunity—a moment to reflect, share knowledge, and gather momentum for the next step forward.”
Bridget candidly shares the challenges she’s faced as an entrepreneur. “Initially, some people dismissed it as child’s play. That’s precisely the point—we need to operate differently. This work intentionally puts people in a creative environment to think differently and spark innovative solutions.”
Despite these hurdles, she has noticed a shift. “At the start, criticism and challenges were common because it was new and different. Now, people see its potential, which is a valuable lesson for anyone on an entrepreneurial journey. You will face doubt initially, but persistence pays off.”
Having recently returned from New York City, where she visited the United Nations Headquarters, Bridget is focused on bringing Bead & Proceed to schools across New Zealand. As it grows, Bridget remains committed to empowering others to use their creativity as a force for good—one bead at a time. “We need to make creativity the norm, not the exception. It is how we spark change and create a sense of belonging.
“Creativity helps us see the world differently, and that’s where solutions start,” she says.
Bridget’s sustainability tips
1. Shop consciously: “Whether it’s secondhand clothes, a clothes swap with friends, or choosing ethical brands, being mindful of your purchases makes a difference.”
2. Connect with nature: “Plant a veggie garden or native trees—bring birdlife back and get your hands in the soil.”
3. Support local organisations: “There are incredible initiatives like the Christchurch City Mission. See where they need help. It’s a meaningful way to give back.”
4. Small habits, big impact: “Bring reusable bags to the supermarket, use public transport, and celebrate small actions—they add up.”