Madam Towing owner and operator Apolline Faye, known as Apple, said she began the business to give an added level of comfort to her clients.
"I used to be a solo traveller and it’s easy to feel intimidated when calling for a tow truck; it’s already a stressful time," she said.
The Madam Towing Ltd website said the business was founded on empathy and driven by a commitment to exceptional service.
The business began operations last month and offers 24/7 callouts with her single truck, decorated with pink lettering.
Ms Faye, who used to own a food caravan in Haast, fell out of love for the job, was looking for something new and found towing.
"I really love the job, I’m really passionate about the job, and I just wanted to give it a go and see how it goes.
"I only have one life so I’ve got to give it a try," she said.
Ms Faye said the reaction from locals so far had been encouraging and she understood a breakdown or accident was more than an inconvenience, it was a stressful moment in someone’s day
"People see my truck with pink writing around town and are excited to see women in the industry. I’ve had a lot of good reactions, so I’m happy," she said.
Ms Faye said it was a bonus to share a big passion with her husband who also works in the towing industry in Haast.
As well as towing services, Madam Towing offers assistance with flat batteries, fuel deliveries, tyre changes and lockouts.
She wanted people to know she was skilled and ready for a range of jobs, with her new 6.2m-long tilt tray, flat-deck truck able to carry 3.5 tonnes.
