Known as one of Australia’s leading businesswomen, Sue Ismiel, founder of Nad’s, turned an at home hair-removal solution to an international brand. Dedicated mum, problem-solver, business visionary – we asked Sue for her top entrepreneurial tips.
RESCU: You are a true problem solver, developing Nads for your daughters, was there an ‘aha’ moment when you knew that the product wasn’t just an at home solution but a potential business endeavour?
Sue Ismiel: The most unforgettable moment was at Flemington markets in 1991. My sister & I stood there for three frustrating hours in an attempt to sell this revolutionary “green goo” I created in my kitchen and not even one person stopped by. Only seconds before I almost packed up everything and gave up I thought “aha” these people have no idea why we’re standing here, it is up to me to engage with them! So I built the courage to approach them, invite them to try the product, explain how I created it for my daughter, demonstrate and solve all their unwanted hair problems then and there. In less than an hour we had sold out! This was the moment that determined the potential of Nad’s product as a global business success.
RESCU: How do you juggle the challenges of life as a ‘mumpreneur’?
Sue Ismiel: Grandmumpreneur more like it!! The juggling act is a bit like riding a bike you just can’t stop. You’ve got to keep going or you will lose your balance. The trick is to be centered and focused on the present moment. You can’t possibly enjoy your grandkids or spend meaningful time with your family if your mind is occupied and distracted by business thoughts.
RESCU: What’s your biggest achievement to date?
Sue Ismiel: Raising a happy, loving family and seeing my three beautiful daughters actively involved in the business.
RESCU: What’s in store for the future of Sue Ismiel & Daughters?
Sue Ismiel: Growth plans for the Business are focused firmly on international expansion as the desire to remove unwanted hair is a global phenomenon. We will use the experience we’ve gained from our earlier expansion into the US & UK to introduce Nad’s to new consumer markets in Europe & other parts of the world.
RESCU: You’ve been named amongst Australia’s leading business women, what’s your top piece of advice for aspiring business leaders?
Sue Ismiel: Bring a positive attitude to the workplace every day. Listen, engage and be creative. Be disciplined to execute each task and keep searching for new opportunities!!
