Christchurch businesswoman Georgia Waddington never imagined entering a beauty pageant when she was growing up shy and reserved. Now, three years after an unexpected approach on social media, she is preparing to represent New Zealand at Miss Universe.

Waddington won the national title at Auckland’s SkyCity Theatre in July, competing against 16 other finalists.

She sat down with Chris Lynch at Black and White Coffee Cartel in Wigram, the sponsor of the video series Let’s Meet for Coffee, to discuss the preparation, pressure and opportunities behind the crown.

“It was every emotion you could have thought of,” Waddington said of hearing her name announced.

“I genuinely put my heart and soul into it and it was months of training and really working towards a goal that I had.”

Her family and friends had flown to Auckland to watch, celebrating in the audience as she won.

The victory secured her place at the 75th Miss Universe competition in Puerto Rico in November, 43 years after Lorraine Downes won the international title in 1983.

Waddington’s introduction to pageantry came in 2023, after she was tagged in a social media post seeking contestants and the Miss New Zealand organisation contacted her.

She had moved to the North Island and was still working out what she wanted to do with her life. “At first I was definitely a little bit hesitant as it wasn’t something I’d ever considered doing.”

Learning about her director’s experience encouraged her to enter. She went on to represent New Zealand at Miss International in Japan and later competed at Miss Charm in Vietnam.

“Every time I went overseas I wanted to be better and better, so I definitely feel like going into this next chapter I’m the most ready and the most confident I could feel.”

Alongside competing, Waddington established digital marketing business Social Strategy NZ, building a client base in New Zealand and overseas, including New York.

She has brought in additional contractors to help manage the business while she prepares for Miss Universe. Sponsorship provides some financial support through arrangements that include social media promotion. Otherwise, she said, she funds her participation herself while continuing to run the business.

Preparation for the national competition began in April and included public speaking, interviews, sponsor networking, team activities and catwalk training.

Waddington also made breast cancer awareness a focus of her campaign, raising $9600 at a single fundraising evening. “It’s a platform to be able to make change and do things that are important to you.”

At the time of the interview, she was preparing to travel to Australia for training and a personal development course, followed by a visit to the Philippines.

Her schedule there included coaching, meetings with designers, photo shoots and appearances before the country’s enthusiastic pageant media and fans. She also planned to help with a feeding programme for children, having raised money through workout classes during her national campaign.

The demands of international competition extend beyond the final performance. Waddington said contestants could face early starts, late nights and the expectation of remaining composed throughout their public appearances.

“You definitely have to be really resilient,” she said.

She has worked on her mindset alongside her stage preparation, something she credited with helping her feel calm during the national final. “I stepped onto that stage and it was muscle memory, and I just went into trusting the preparation.”

While she occasionally encounters negative comments online, Waddington said most feedback had been supportive. She wants her role to help people understand the work involved in modern pageantry.

“Usually people are comparing them to movies or what they see on TV, but it is so different.”

International competitions have also given her friendships around the world. She has previously shared rooms with contestants representing South Africa and the Philippines, and recently visited a fellow contestant in Australia.

Her ambitions beyond Miss Universe include expanding her marketing business internationally, developing her hosting and television presenting work, and continuing her breast cancer advocacy.

For girls who might see themselves in her earlier uncertainty, Waddington had a message. “Confidence doesn’t have to be something you’re born with. It’s something you can develop through doing things that are out of your comfort zone or doing things that maybe scare you a little bit.”