This chapter examines autoethnography as a research method to study women in family business. Prior studies suggest that family businesses may provide a harbour where women have the opportunity to manage existing businesses and create new ventures. Yet, whilst scholars have noted the crucial input of women in the creation, development and continuity of family businesses, their experience as successors is not unproblematic. This chapter argues that the perceived role of women could remain unchallenged unless methods that allow fresh understanding of the complex narratives and emotional components of family business succession are considered. The study presented in this chapter uses an autoethnographic illustration of a son and expected successor of a family business as he reflects on the memories and experiences related to a women becoming the successor of his family in business. This chapter will be of interest to academics who seek new approaches to understand complex gendered relations in family businesses.