Sue Ismiel’s kitchen formula for her daughter’s sensitive skin was, unbeknownst to her, the first step toward business success. The formulation is an extremely effective, natural, and no heat, hair removal substance that was great for her young daughter’s sensitive skin. Sue Ismiel is now the founder and managing director of Sue Ismiel and Daughters Group, an Australian family-owned company with a global reputation. Through word of mouth, knowledge of the natural hair removal product spread through Sue’s family and friends. Not too long after, the product was being sold to the consumer market in Australia. In 1998, Nad’s Natural Hair Removal Gel entered the United States market in what was the most successful product launch of its kind, and is now also sold in the UK, New Zealand and Middle East.
The phenomenal success of this one product provided a platform for Nad’s to develop a range of innovative depilatory and skincare products, and to acquire a reputation as experts in hair removal. Sue has the support of her three daughters, Nadine, Natalie and Naomi, who are actively involved in the day-to-day running of the company, working alongside an experienced and passionate team. The product came about through a matter of necessity for her daughter, Nadine, and her sensitive skin. After years of hard work, great discipline and entrepreneurship, Sue and her team grew the business.
“I had no money, so I used my $5,000 long-service leave to invest in the startup of my business. Our family business went from strength to strength organically without having to borrow for this growth.”
Sue Ismiel took many calculated risks, which paid off greatly through the startup of her business.
“One of our strongest business values is building professional relationships that are based on honesty, integrity and trust. My philosophy is that: for as long as we as a business operate with honesty and integrity, we will be successful.”
Research and development has continued to be a major focus for the growth of the family business.
“My eldest daughter Nadine heads the research and development department and works with top scientists to create world class products to bring to market. We are in business to satisfy our customers first and foremost. So, we listen, we learn, we invent and we grow.”
One of Sue’s favourite aspects of running the business is being in control and taking the lead.
“I get to sit in the driver’s seat of my family business. I have to decide where we should play to win and where we should not play at all when confronted with enormous challenges and endless opportunities.”
To those starting out in a new business, Sue recommends that you acquire sales and marketing skills, as well as finance skills. She also suggests being aware of people’s own agenda and ensuring your entire team is travelling in the same direction.
“Invest in people with the right attitude and proven track record and celebrate your achievements.”
Sue Ismiel’s advice for starting a business:
- Believe in yourself and your ability to succeed. Do not let the doubters cloud your visions.
- Start small and learn from the mistakes you are no doubt going to experience along the way.
- Think BIG and go global.
Sue Ismiel is a Businesswomen’s Hall of Fame inductee. Read her full story here.
