Analyses of the diversity of women entrepreneurs and their enterprises, using novel approaches and theoretical viewpoints, is lacking in contemporary scholarship. Accordingly, this article reviews and critiques five articles that constitute this Special Issue (SI) focused on exploring the diversity of women's entrepreneurship. The authors acknowledge that entrepreneurship is a rich and multi-coloured tapestry, hence, these SI articles highlight the complexities of women entrepreneurs and celebrate their diversity through signposting towards research conceptualisations that reflect the actual rather than the assumed status quo. The article contributes to extant scholarship by platforming the heterogeneity of women's entrepreneurial endeavours, supporting the view that in terms of supporting women's entrepreneurship, 'one size (still) does not fit all'. We also propose a framework to help future scholars strengthen the quality and relevance of their research on women entrepreneurs along four key dimensions: influence of context; theoretical development; multiplicity of dimensions; and heterogeneity.