Q&A with Frederica (Tompkins) Michell, Director of Global Brand Marketing at Binance, who is also a speaker at the Women of Vision event in Cape Town. With a background in luxury fashion—leading global campaigns for brands like Chanel and Jimmy Choo—she now applies her expertise to the world of crypto, making it more inclusive and accessible.
Breaking barriers, seizing opportunities, and why women should enter crypto now
- Can you tell us a bit about yourself and your role at Binance?I am the Director of Global Brand Marketing at Binance. My background is in high fashion, where I led global campaigns for some of the world’s most iconic brands. Today, I apply that expertise to the crypto world, helping shape how Binance connects with users and builds a more inclusive crypto ecosystem. My role is bridging the gap between technology and everyday people, making crypto more accessible, exciting, and relevant to diverse audiences, including women who may not have considered this space before.
2. You started your career in the world of fashion before moving into crypto. What inspired this shift?
I’ve always been drawn to industries that challenge the status quo and redefine how people engage with the world. Fashion has always been a space for creative expression, and I see the same potential in crypto – except now, we’re not designing clothes, we’re designing the future of finance, ownership, and creativity.
My career has taken me across luxury, fashion, and marketing, with leadership roles at Chanel, Jimmy Choo, and Ralph Lauren Home. But what drew me into crypto was transformative power – it’s reshaping industries and giving people more control over their assets and identities.. The intersection of fashion and blockchain, from NFTs to digital identity, is unlocking new ways for people to engage with brands, earn, and express themselves. It’s an exciting time, and there’s still an opportunity for women to shape this space.
3. Many believe they’ve “missed the boat” when it comes to crypto. What’s your response to that?
It’s still incredibly early. If you look at how financial systems evolve, crypto is at a stage similar to the early 2000s of the internet, there’s still so much growth ahead. While Bitcoin has been around for over a decade, the real-world adoption of crypto for payments, investing, and ownership is just beginning.
More industries are integrating blockchain, major financial institutions recognizing crypto as an asset class, and platforms are becoming more user-friendly.
The barriers to entry are lower than ever, and there are still significant opportunities for early adopters, especially women, to take control of their financial futures through.
Think about how people felt about social media in the early days—many hesitated, but now it’s second nature. Crypto and Web3 will follow a similar path, and those who start learning now will be ahead of the curve. The best time to start is now.
4. Binance is hosting the ‘Women of Vision’ event in Cape Town for International Women’s Month. Why is this important?
Women still face barriers to financial inclusion and tech adoption, and crypto offers an opportunity to close that gap.
At Women of Vision, I’ll be sharing my journey from fashion to crypto, and we’ll host interactive sessions demonstrating just how easy it is to get started. It’s not just about listening to speakers, it’s about learning, engaging, and taking action.
Beyond Cape Town, Binance is celebrating International Women’s Day with a global series of free educational and networking events across 11 countries, including Kenya, and Ghana. These events will connect women, showcase inspiring stories, and provide hands-on education to help them take their first steps into crypto.
5. What are some of the biggest misconceptions about crypto that hold women back?
One of the biggest misconceptions is that crypto is too complex or that you need to be a finance or tech expert to get started. That’s simply not true. Crypto is for everyone, whether you want to invest, build a brand, earn, or explore digital assets.
I’ve met women who started by simply learning about digital wallets, and within months, they were earning through NFTs, staking, or freelancing in the Web3 space. The key is taking that first step.
Another misconception is that crypto is too risky or not relevant to certain industries. In reality, Web3 creates new jobs, financial tools, and creative opportunities daily. The key is education and access, which is why Binance is committed to making crypto more inclusive through initiatives like Women of Vision.
6. What’s your message to women who are still hesitant about stepping into the crypto space?
Don’t wait for permission. The best time to start is now.
Whether it’s learning about digital wallets, exploring NFTs, or simply following industry leaders. A very small step builds confidence.
Binance is leading the charge in making crypto more accessible, but we need more women shaping the future of Web3. The industry is still growing, and the opportunities for financial empowerment are massive.
Crypto isn’t just a trend – it’s a movement. The future of finance and digital ownership is being written right now, and women need to be part of that story. The space isn’t just for investors or tech insiders – it’s for creators, entrepreneurs, and everyday people who want more control over their financial future. So I would encourage every woman to sign up to the Binance App!
