Cardiff’s Zoey Allen talks about her experience as a transgender author and jewellery entrepreneur ahead of her third year at the Cardiff Christmas Market
University is a time when many people discover themselves and for Zoey Allen, that was true. She realised she was transgender.
Allen initially kept her feelings hidden, fearing she would “lose it all.” She recalls how many stories she read about people coming out ended in loss. She had a good job, a happy family, and was in a successful band. The thought of losing it all was terrifying.
Her ‘now or never’ moment came a couple years later, aged 38, when she came out to her then-wife, Kelly, at the end of 2018, starting the new year with a stronger sense of self and hope for the future.
Five years later, Allen is a children’s author, businesswoman, and a LGBTQ+ advocate.
As long as I’m happy, that’s all that mattered to them
From Personal Stories to Children’s Books
Five years ago, Allen came out as transgender to her family, which included her two children, Molly and George.
Allen says their response to her news was simple and sweet: “As long as I’m happy, that’s all that mattered to them.
Growing up, they were surrounded by books and information about the world, allowing them to be open and understanding.
However, after some research, she discovered there were only a few “vague” children’s books about trans lives and decided to share her story in a kid-friendly way.
“I was just there in a bath with a bottle of wine, chatting to Kelly and writing stories in the bathroom,” she recalls. “I thought it would be nice to kind of put it from Molly’s point of view, just seeing it as it is.”
The two books, My Brother George and My Momma Zo are written from the perspective of their daughter.
Allen is currently working on a third children’s book, set to be released early 2026.
Supporting LGBTQ+ With Style
Outside of books, Allen also creates jewellery. This year will be her third year at the Cardiff Christmas market, selling her handmade earrings and accessories.
KelZo, co-founded with Kelly in 2020, features an ‘affordable, fun, and quirky’ LGBTQ+ collection, in which Allen donates 10% of the profits to LGBTQ+ charities.
Allen also managed a stall at the Christmas market for the first 11 days before returning to work at Lidl.
The decision to go back to work after leaving in 2021 comes from the financial challenges of owning a small business in the midst of the cost-of-living crisis.
Allen says that her coworkers at Lidl were very supportive when she came out five years ago and continue to be so, making the decision to go back reassuring.
“The financial climate has had a hit on people, so they haven’t got as much expendable income,” she explains.
Online sales have been “dire” over the last nine months, despite her best efforts with advertising.
“No matter how hard I push it, it’s just not paying off,” she says. As a result, she plans to keep her jewellery business going as a side project.
The Christmas market, now in its 30th year, started on November 14, exhibiting handmade arts and crafts from small Welsh businesses.
While she loves the festive spirit of the market, she’s also happy to stay warmer this year with a shorter schedule.
Listen to Zoey Allen’s advice on being comfortable coming out
Zoey’s top three products
Red acrylic Welsh dragon earrings
Rainbow acrylic LGBTQ+ necklace
Rainbow pride star-shaped earrings
