This study seeks to shed light on the disregarded role of women’s emotional entrepreneurship as a key factor in fostering innovation and entrepreneurial success. It explores how emotional dimensions contribute to the dynamics, resilience, and performance of women entrepreneurs. Using a qualitative methodology, the research employs semi-structured interviews with 22 women entrepreneurs. Data was analyzed using (Braun and Clarke in Qual. Res. Psychol. 3:77–101, 2006) thematic analysis, allowing for the identification and interpretation of recurring patterns across the interviews. The findings reveal that emotions, such as intuition, motivation, social and family influences, are fundamental to women’s entrepreneurship, serving as a hidden driver that significantly shape their decision-making processes. These emotional drivers not only fuel creativity but also enable women entrepreneurs to recognize and seize opportunities. Additionally, the study underscores the role of emotional intelligence in fostering innovation and strategic decision-making. By leveraging their personal experiences, women entrepreneurs can transform challenges into opportunities, thereby enhancing innovation within their ventures.