We wanted to work in a business that we were happy to come to work at each day, where empathy and understanding were driving forces and motivation
This week’s Founder’s Playbook is about building a business where values speak louder than titles, and where community drives everything.
When Stacey Dowson and Mary Turco launched Dowson Turco Lawyers, they didn’t just want to start a legal firm, they wanted to completely reimagine what one could be. At a time when the legal industry still leaned into hierarchy and old-school traditions, they decided to create something different: a space that felt modern, welcoming, and unapologetically inclusive.
They weren’t chasing prestige or some cold version of success. What they really wanted was simple, yet rare. As Mary puts it, “We wanted to work in a business that we were happy to come to work at each day, where empathy and understanding were driving forces and motivation.” That intention became the foundation of everything to come.
Fresh start
Mary and Stacey had seen the inside of traditional law offices, where things moved slowly and systems rarely changed. Much of the legal world, Mary says, was “very old school and largely male-oriented.” They didn’t feel represented there, and they didn’t see their communities reflected in the culture either. So they asked the big question: what would it look like to build a legal practice where everyone felt seen, safe, and welcomed?
“We wanted to embrace our own communities,” Mary says, “where women, LGBTQI, and multiculturalism were all embraced. We wanted a modern space, where people could feel welcomed and where hierarchy was not imposed.” That idea wasn’t just a dream. It was a call to action.
Ground game
With the vision set, it was time to get to work. And in the early days, that meant literal boots on the ground. Stacey got out there, every weekend, every open house, doing the kind of grassroots marketing that builds real relationships. “When we first started,” Stacey recalls, “initial growth was gained by teaming up with a local agent, where I would attend every open home on Saturday, hand out flyers, and discuss contracts with prospective purchasers.” That face-to-face connection helped DTL build credibility, and more importantly, it helped the firm root itself within the community. This wasn’t about flashy branding or overnight buzz. It was about trust. “From this point,” Stacey says, “we started to organically grow and set down roots in our local community. This meant we could branch out from conveyancing and provide other needed services, such as family law, estates and wills, as well as crime services.”
But one of the most defining moments came a few years in, when the team decided it was time to fully step into who they were publicly, proudly, and permanently. “In 2012,” Mary says, “we started to deliberately market ourselves as Out Loud and Proud, and we did this because we wanted to walk the walk.” They weren’t just lawyers anymore.
They were advocates. For LGBTQ+ people navigating the legal system, and for anyone who had ever felt like the process wasn’t built with them in mind. “We wanted to help build pride in our communities and also to provide LGBTQ+-sensitive services, particularly in the areas of family law and even in the crime practice,” Mary explains. “We did this in a way that did not exclude our local communities, as we wanted to bring our allies along.” This wasn’t about being niche. It was about being needed.
Next chapter
As the years passed, Dowson Turco Lawyers didn’t just grow in size, it grew in its sense of responsibility. They became known not only for their advocacy, but for the quality and compassion of their work. Mary describes it best: “Aside from the very distinct Out Loud and Proud ethos, we provide high-quality legal services to our LGBTQ+ communities as well as other minority groups and our local allied communities, wherever they are based.”
While the culture stayed rooted in empathy and equity, the business also evolved with technology and innovation in mind. Stacey’s approach to change is not only refreshing, but necessary in a field known for resistance to it. “We very much embrace change,” she says. “As an early adopter, I accept change as an exciting challenge rather than resisting it. We are aiming to get across AI and to integrate it in a responsible and effective manner, with a view to providing our clients with extra benefits along the way.” Growth hasn’t always been easy. But even in hard seasons, their mindset has kept them grounded and growing. “At DTL, we see difficulties as a means to grow rather than as barriers,” Mary reflects. “If you keep your perspective, regardless of the challenges, you learn to grow, and that growth is important in ensuring you are meeting the needs of your communities.”
Words worthy
Surround yourself with bright people and talent, lots of it
It’s easy to look at Dowson Turco Lawyers now, confident brand, loyal clients, strong voice and assume it all came together smoothly. But like every entrepreneurial journey, theirs has been full of learning curves, trial and error, and moments of doubt. What has kept them going is conviction. And a clear understanding that success isn’t about climbing a ladder, but building a table long enough for everyone to sit at.
When asked what advice she would give to someone starting their own business, Stacey keeps it honest and powerful: “If you really believe in yourself and your vision, don’t give up. Push on, grow, adapt, and be open to change.” And of course, it’s never a solo mission. The people around you matter more than anything. “Surround yourself with bright people and talent, lots of it,” Stacey says. “And don’t be scared of those with serious talent. Grow with them. People are key to a successful business.”
Dowson Turco Lawyers is proof that you don’t have to follow a traditional path to build something meaningful. You just have to care enough to try, and be brave enough to keep going. Stacey and Mary didn’t wait for the legal world to make space for them. They built their own. In doing so, they created something much bigger than a law firm. They created a home for people who are usually left at the margins of the justice system. And in the process, they’ve written a new kind of playbook: one built on empathy, inclusion, hustle, and heart.
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