SINGLE MOM. GLOBAL BUSINESS BUILDER (PART 1)

Skillionaires Podcast

Episode 23

Dr Heike Lieb-Wilson – Part 1

[Dr. Heike Lieb-Wilson]

I came to Dubai as a single mom, as you know, with my two kids and it was a hell of a journey.

[Dr. Angela Thomas]

After all, she nowadays, after staying with me here for one full year, a little longer even, she says nowadays that she has two homes.

[Dr. Heike Lieb-Wilson]

I'm not an ordinary mom, so I always told the kids, I gave them a lot of liberty. However, the most priority or that priority was always good grades. My advice to people is always like, don't dwell on the why, but then focus on how to solve it, because that's what life wants you to learn.

And today I think life is giving you things or throwing you some things along your life, you know, because for something you have to learn and to prepare for something better.

[Dr. Angela Thomas]

Welcome to an episode of Skill Your Nails here in a totally other framing. I thought there is a good opportunity to introduce you today to somebody that has a really big impact on my Dubai stay here, has a really big impact as a friend here, Dr. Heike Li-Wilson. Happy welcome, very welcome to you.

And I'm so happy to pick your brain on a totally other level. Our audience can be so curious today. And we don't know, maybe it's episode one, two, three.

As we chat along today, we have a bigger frame of time. So very welcome.

[Dr. Heike Lieb-Wilson]

Thank you so much. Thank you so much. Lovely to be here.

And thank you so much for the wonderful invitation. I'm super excited. And yeah, let's go.

[Dr. Angela Thomas]

You don't mind if I tell our community how we met, don't you? No, I don't mind at all. So Dr. Heike Li-Wilson, I met in an entrepreneurial network. And it was kind of, if you can say, between two females, that was love on the first sight. It was chun. And I remember in the first week, we met, I think, maybe five or six times even.

And in this network, we were supposed to have, you know, kind of referrals and one to ones, like how to get your business to know with each other. And that's happened somehow naturally. We just always bumped into ourselves.

I think we had one, one and one planned. And suddenly at this week, we were like kind of, it's meant to be. And from ever then, we were supporting each other, asking each other for some advice.

Yeah. And so what makes us to be in common so much or in sync is actually that, of course, Dr. Heike is as well from Germany. That's your background.

And you have two children. And immediately we were on the same page, right? So tell us a little bit.

When did you come to Dubai?

[Dr. Heike Lieb-Wilson]

So I came in 2014. I was hired for Dubai Design District for a retail position. And, and ever since I stayed and I loved it very much.

So that's where my journey started. And I, and I came to Dubai as a single mom, as you know, with my two kids. And, yeah, and it was a hell of a journey.

[Dr. Angela Thomas]

A hell of a journey. Heike, at this age, when you came, it was like 18 years ago now? No, no, 2014 is 12 years ago.

12 years ago. And your children were quite small and they needed still your full support. And I just can only speak for myself.

When I came with my child, with my teenage child here, I was very much under pressure to build up everything to do a sustainable business. But then also make your child being implemented in this society here and get on a good foot. How did you do this?

What are your biggest challenges in these times?

[Dr. Heike Lieb-Wilson]

I believe my base was different than your base, because obviously I was married to a British guy. And so we were traveling already. I was, before we were living in New York, we were living in Belgium, we were living in UK.

So they were already used to transition more or less, you know. And then also because my ex-husband, you know, the, because he was British or is British. So they were brought up bilingual.

So I don't think the barrier at the beginning was as big as with for your children, because they brought up in a German environment. So their language barrier was not there. And because I've been at that time already a very long time alone, like a single mom with the kids, they had to be adaptable.

So when we came, I first visited for one week, you know, my employer at the time, because I didn't come as self-employed. Again, it's a very big difference to you. You came self-employed, I came as employed.

So I have, I had a support already because of that. And then I came a week before, like beforehand one week, and they were, we were looking at like the environment and everything. And then the kids liked it.

So they took with me together the decision to come. So it was not just my decision. It was also like a joint decision to come to the region.

And they were like super excited about it, you know. And then they, because they had changed schools so many times before, they just, you know, just go with the flow. And I believe because there was no language barrier.

Yeah, that's half of the way already.

[Dr. Angela Thomas]

Yeah, that is a big point. Yeah. And that is true.

My daughter was then just, she just turned 12. And in that age, she was kind of very much attached to her friends and the barrier. And she was yet too young to desire to come on her own, but still too old to not be heard.

And that was the challenge. After all, she nowadays, after staying with me here for one full year, a little longer even, she says nowadays that she has two homes. But let's continue a little bit with your story.

So you've been here then being employed and having two children. And then you had somehow entered as an entrepreneur. How and when did this shift happen?

And when did you realize what is going on? And why do you go your own way?

[Dr. Heike Lieb-Wilson]

So I'm, my past, so let's reframe it quickly a little bit, because my background is banking. So I'm always like, I was very much into numbers and making business. Already when I was 15, I was working in the supermarket, earning my own money, you know.

When I was 18, I became for the first time self-employed. When I was 25 for the second time. When I was 39 for the third time.

And now this is the fourth time I'm self-employed. So I bring that entrepreneurial spirit already with me. Throughout my career, most of the time, I joined companies to do a turnaround strategy.

So I was hired when the business was not strong. And then I usually did like feasibility studies, looking, you know, how to improve the business. And I was always focusing to grow healthy the organizations I was working for.

So when I came here, I came as Executive Retail Director for Dubai Design District, was in charge for the segmentation of D3 Dubai Design, like across the 11 buildings. It was around about 150,000 square meters of retail area, you know. And which segments, how many F&B, how many art, and so on forth, you know.

And then I did the same in Qatar for Masharab Downtown Doha. Again, I was, you know, a strategic role, which brands to bring in, and so on forth. And the reason why I then came back from Qatar to Dubai was because I wasn't granted a visa for my kids.

And so I came here and then I joined Apparel Group as the General Manager for Tom Hilfiger and Calvin Klein. And I was managing 80 stores across GCC, you know. I had around about 500 people working for.

But I enjoyed it and it was a fantastic learning. I think it was the best because I literally learned everything in regards to the retail infrastructure across GCC, so all six countries. And in depth, because I'm very hands-on in whatever I do, you know.

So that was where I got all my knowledge from, you know. Like, is it buying, is it marketing, is it expansion, malls, like literally everything. And then in the beginning of 2020, I just, I didn't know about, you know, COVID.

I just had enough. And so I then left Apparel Group and started to become self-employed. And then I, you know, my journey, I started to have my own brand, Brightly Labs, based on collagen.

And then more people came to me and said, so how to come, you know, how to expand into the region. And this is where then the consultancy started, you know, that I had a lot of requests of people or companies even, to learn how to expand in the Middle East. And that's where my love, you know, merged, like being self-employed, but helping at the same time, growing businesses, helping people to, or business organization to grow within the region.

And yes, this is why we then also met, you know, being self-employed and offering help others, you know.

[Dr. Angela Thomas]

So it's always fantastic to me to see how God is leading you through a way for you to be here in Dubai and with Apparel Group, learning actually everything from such a depth point of operational side, that has actually built your asset that you have for today. So one can say, if maybe others, they think about being employed or not employed, self-employed or employed, or however, that is maybe a loss of time and you change time for money. That's always my explanation that you do that.

But in your case, it has been actually an investment into and big asset that you can drive actually today as very valid and a solid basic for your business, basically.

[Dr. Heike Lieb-Wilson]

I've been working in the retail industry for 40 years now, you know. But I wouldn't be able to do what I am doing today if I wouldn't have worked for Apparel Group, because it was very tough because I had to work seven days a week, and that's for four years. But I actually was on the floor all the time.

So that's where the very deep, detailed knowledge is coming from. And, you know, having that banking background and having that global experience, you know, having done that job in different regions, like in the U.S. and so on, I opened the first 88 point of sales for Porsche Design around the world, you know. So I had opened a showroom in Hong Kong.

I had opened two stores in Japan, in Osaka, in Tokyo. So that all together is the fundament of today, you know. So I know what it takes to plan a store, you know.

And I always have the commercials in the back of my mind, you know, what is the ROI, return of invest? Is it even on marketing? If I spend that marketing, what does it bring me in ROI?

And in the end of the day, it has to materialize into money, you know. And we all work to earn money. So even for organizations I help, when I look at the business, I look, can they actually make money here?

You know, and I'm very, very, like very German, very straightforward.

[Dr. Angela Thomas]

Yeah, I hear this all the time. Maybe you have to be a little bit less German here. That's what I always get to hear if I come around with my kind of honesty.

But I think people deserve, deserve this honesty. And there's a lot of sugarcoating around this region when it comes to, you know, opportunities or trying to belittle maybe some kind of problems that you could face in your steps. And I think it's only, it has also something to do with karma.

Hmm. To be as open and as honest. And if it's a German quality or a German point, a bullet point that we have, maybe I think it's a very strong quality.

[Dr. Heike Lieb-Wilson]

For me, I believe when they pay for my service, it should be self-funded of what they have the potential to earn. So I had clients where I started like to, I met them several times, you know, we were sitting down and then I, you know, I was presented the numbers and then I was looking at the numbers and I had to be very honest. You know, I said, actually, I wouldn't recommend it to you.

And actually, you can't afford even to pay me because in the end of the day, on the bottom line, you will not earn the money. And then for me, ethically, I don't want to do that. You know, I will not enjoy it.

I enjoy working where both parties will be successful. But if I see that on the bottom line, there's not enough left over for them even to pay for my fee. Why should I do it?

You know, and then I'm very honest. And, you know, sometimes they still try. But then I meet them after a little while and I can see that it wasn't, it wasn't successful, you know, and that's.

[Dr. Angela Thomas]

Some people you cross paths with, they can hear you, but then they don't understand you. And that's when it's time for them to go by themselves and trial and error their own experience. And that is something not on your plate to serve them.

And I think that's, yeah, that's very ethical of you to be so honest.

[Dr. Heike Lieb-Wilson]

So but it's like the base of our relationship. If you look back, we have a lot of back and forth. And you need that support system around you.

You know, when you initially came, a lot of things are not clear. But I think for you, because you have a very open mindset, you actually you want help and you want support. And I think it's a strength for you as well to admit.

And it's probably also my strength. I will admit to people. I said, I don't know.

Please help me and explain it to me. And I want to understand that because that will allow you to avoid some mistakes other people have already done.

[Dr. Angela Thomas]

Exactly. That's something that I see nowadays every time. And please answer me if you see this in people too, or if they face the same challenges.

For me, it was as an entrepreneur coming from Germany, a background of 25 years plus in entrepreneurship. So there was only twice short periods in my time where I was employed in my own training period as a nurse in my very early ages. 16, 17 I was.

And then I had, after the loss of my first husband, an employment as a flight attendant. And after all, I was so secure in being an entrepreneur that coming here didn't appear to me in the first place that I'm standing so much in the fog. It felt like I'm standing in the fog.

And I was talking to you, always feeling like somebody's switching on the light on the subject. And I think today, nowadays, I'm so much not impressed, but shocked how people are walking. They are entering the UAE, and they are not keen of knowing step by step.

And I was so keen of knowing everything around this. How is it going with the visa? What are the conditions around the school?

How is it doing with this insurance? So I am still today, I'm going ahead. And I was like, I don't know how is this going with certain things.

Please, who can explain to me? And I feel sometimes in Dubai or in the Middle East, that people from other nationalities or people who are longer here, sometimes hold you hostage with sort of this clarity that you would like to have. Because I don't know why, I really don't know why, but I can smell it 10 meters against the wind if somebody is that way.

And they don't give me really good clarity being keen to know. But I also see a lot of people who start going and relocate. They do not even want to know.

They're just so blinded. And I don't understand that. With you, I feel always that you switch on the light.

Whatever I ask you, you say this, that, that.

[Dr. Heike Lieb-Wilson]

You know, my mindset, many people use knowledge as power. And I use knowledge as strength. And that's shared.

As a bond. You know, as a bond and sharing, you know, because power means like I hold and I hold power over you. But as strength, I help you to become stronger, you know.

So for me, I always like, you know, the German saying, sharing is caring, you know. For me, I always want to help because if I am in the same situation, I want people to help me too, you know. And for me, I know what you mean and I feel it a lot.

But I have separated myself from those people who don't share, you know. So I'm, you know, my network is with people, they're like me. Sharing is caring.

They don't leave me in the blind. They help me with knowledge. And that's why I do the same, you know.

So for me, it's never, and I'm not gonna change, you know. And I, like you said at the beginning of this conversation, you want to, you know, sometimes you think maybe it's not right to be so blunt. But I think that's part of our strength, again, to be so blunt.

And you still, the receiver has to be open to receive, you know. So one is you speak. But if the receiver doesn't want to receive, then there's only little you can do.

But then at least from your side, you know, you have done the maximum to prepare them what to expect. Because to be very honest, like I said initially, I was working in Belgium, I was working in the UK, I was working in the US. And when I came here 12 years ago, I thought, oh, I know it all, you know.

But I entirely had to relearn. Yes. Because what works anywhere else in the world doesn't automatically work here.

And this is why we always say, also in our LinkedIn posts and whatever, you have to localize. Here the structure works different, like permits, like in detail, detail. There's so many small details you need to know, which you don't face in other regions, you know.

And I think that's where our value, our added value comes on the table. Because you know the essence, you know the details, which if you don't know can cost you a lot of money as well as even can happen that you will fail with your business because you don't know.

[Dr. Angela Thomas]

Yeah.

[Dr. Heike Lieb-Wilson]

You know.

[Dr. Angela Thomas]

It is such a big learning when I hear still the voices of like four years ago and I came here as, you know, trainer, sales trainer. And a lot of people said to me, you just don't know the market. It works all different here.

I was like, no, no, it's not working different here. It's working the same. It's just, you have to get another focus on it.

And then I learned it quite quick. The market is different. Maybe also those people are having their barriers in their mind and they say everything what comes from outside doesn't work here.

This is also sometimes happening. But you have to be like water being here to adapt to it. And you, yes, can bring your knowledge in and all what you have learned being in your backpack, you know, but you have to be able to reshape this.

So like, for example, that one training course that Zest training course that I had, I remember still today that people wanted to really have it, but I faced there was no bookings because nobody wanted to keep their employees out of the business for two educational days. And I was like, okay, how else I can do it? Let's break it down one hour each day.

And I did somehow was able to say that I still today remember how I was celebrating with you the first day of this course.

[Dr. Heike Lieb-Wilson]

Exactly, exactly. But I think what you, you're very agile. I think I don't know if I know anyone like you, to be very honest, you know, because you're very agile.

You're very like you and you're quick, you know, it doesn't work. Okay, let's change it. It doesn't work.

Let's change it. And you're like, you know, it's like remarkable how quickly you adapt to each of situation. And I can see also that your mindset has changed, you know, you're very open.

You always look for the opportunity. And if you see the opportunity, you go for it, you know, no matter what. And I think that's, especially in this region, a great asset because many people come and they're very preoccupied.

They will tell you, especially we have to say it and we can say it because we are Germans, but we Germans, we always like, we always like to tell each other why it's not possible, you know. Exactly. And, but with you, you are like, like me as well.

So let's work. How is it possible? You know, so you, you manifested, you speak it in the universe.

[Dr. Angela Thomas]

But that's exactly something that you and I maybe differentiate from other people because we, we always think how it is possible. That's maybe also why the framework in Germany was not the right place for us to be. I mean, you left already much earlier than I did, but I think that is a big reason why we like it here.

And yeah, my mindset has been changed actually from being stubborn. I'm not so stubborn anymore towards what I think I can achieve or should do. I can confirm that.

[Dr. Heike Lieb-Wilson]

No, I think at the beginning you were very much, very, very stubborn. Yeah, not stubborn, but you're very certain about your mind, you know, this is what I do and this is what is right. But then experience showed you that it's not, it doesn't work like this, you know?

And I think initially when...

[Dr. Angela Thomas]

I'm still there, it's the stubbornness. I still know what I wanted to do, but I'm adopting much easier, softer.

[Dr. Heike Lieb-Wilson]

But I think at the beginning you came and you were exactly the same mindset as everybody else. What worked in Germany has to work here too. And you were very certain about that, you know?

And I think now you're like, no, it doesn't. And now you open, you know? And I think that's a transition.

So therefore also we, like if I can say I'm feeling like a local, we locals, we feel if someone hasn't passed two years, they have not proven that they will sustain. Because many, many, I had many clients I worked for. And I told them at the beginning, get your product first registered.

You might need to change the formula. And they're like, no, no, we don't want to. I said, there's no way you have to change the formula because they are so strict here in so many ways that they will, even you have an amazing product, if it doesn't apply to the local guidelines, you will not be able to register no matter what you want, no matter how money you get.

Because vice versa, in Germany, you will also not go to the government and say, change the rules because I want to. And but people come with the mindset, ah, because it's Middle East, I have to change it.

[Dr. Angela Thomas]

Yeah. And a lot of people, they have the misconception that you can achieve everything here with money. And so you can put some bucks aside and then it's working.

And that's not the case, isn't it? So, and I'm so proud of that it is not the case here. That it is not the case because it just only speaks for the straightness and for the accuracy of this region and of this government.

And where we have in Germany, this political situation, I don't want to get too political, but I'm always comparing it as an, you know, like you and me are going to the gym. We saying, we going to the gym and you and me, we say in the morning at seven o'clock, we meet in front of the gym. So one of us is not there.

The other one is waiting and I do this the second day, the third day, the fourth day and so on. So what are you thinking of me doing business with this person is kind of, ah, and reliability is not her strength or not on her first priorities. So, and exactly like that, I feel with the German government, they say something that they do, but then they don't.

And this is the totally other way around here. If the traffic in Marina is too heavy, they build a bridge and then they build a bridge, but then they don't build a bridge in five years. I don't know how fast they are.

Sometimes I'm getting up and see in front of my building, a new building. I was like, okay, this mosque last week, it was not even visible. Now there's a new mosque here.

So something like that. And that is some, I'm so proud to be a part of the city because they stick to their word. What they say, they do.

They do what they say and say what they do. And that we don't have in Europe. I totally agree.

Heike, let me bounce a little bit back to the time where you were with Abhara Group and had actually two children. You said just now you worked seven days, having two children, a single mom. How did you manage?

Let me pick your brain on that. From mother to mother, how did you manage?

[Dr. Heike Lieb-Wilson]

Well, initially I had a mate. So she was at home to have lunch ready and whatever. But at that time already, I was very long alone with the kids.

So I'm not an ordinary mom. So I always told the kids, I gave them a lot of liberty. However, the most priority or that priority was always good grades.

So from a very young age, they were taught to study and to learn and whatever. But then for the rest of the time, I was like within a framework. I was giving them a lot of opportunities and liberties.

And so when I came here, I had a mate who was helping me with the household a little bit and for the cooking. But then after two, three years, the kids said we don't need her anymore. And then they just were very independent.

And I think, I don't know how I did it to be very honest. I think first and foremost, I believe it is lead by example to be reliable. So not to make promises which you can't keep.

And I did it from a very young age, so that I said, I pick you up, I will pick you up. If I say, no, I don't think I can pick you up, then that's the case. So being reliable and always honest with your kids, I think that was the essence of everything, vice versa.

So I never accepted they were lying or that's a no-go in our relationship. And I can see it today, Victoria is 23. She flies for Emirates Airlines and she can see the difference to her peers.

She says like, I understand why Emirates is so strict and she can see in the execution, a lot of her colleagues, they take shortcuts and she doesn't. She said, I wanna do it because I understand why it's like that. So even during the training, the first two months we're training, she was saying, many of them, they learn to pass.

She said, I learn to understand. And I think that's, again, it's a change of mindset. How are you structured?

And, but I don't know, it's maybe me leading as an example and those wearing at home being just very accurate. And sometimes it's a burden and sometimes it's not, but it's just me being me and being positive and seeing the bright side of life. And I think that's something I've given to the kids.

And so they're always like, you're like having the solution. Now, when I struggle, now they're a little bit older, and I call Victoria, I said, oh my God, this has happened. She said, why are you worried?

You don't need to be worried. You always find a solution. So she's so, has that like very deep confidence that no matter what happens in life, you will find a solution, really, really.

That she as a 23-year-old woman- Sometimes becomes your mentor.

[Dr. Angela Thomas]

Exactly.

[Dr. Heike Lieb-Wilson]

She's a reflection, and that's so beautiful. You know, it's like I've made many mistakes in my life, but I think the education of my kids was a good one.

[Dr. Angela Thomas]

You know? Yeah, but it is so, so also another parallel between us. We learn so much through our kids or from our kids.

So it's something I really envy. As you say, also you, to be honest, you don't know how you did it. I can also say, I actually don't know how I overcame it.

Some parts a single mom or such a hard working mom with dignity in being self-employed and leave the kids on a very early age already, much to themselves or with own responsibilities that has been around in our family. So then you have left a paragroup. 2020, it's a hot year.

I mean, about, you said you didn't know about COVID. How has that happened? It was in February.

[Dr. Heike Lieb-Wilson]

I left. I left like end of January. Okay.

And then COVID came in March. Okay. So at that stage, I didn't know that COVID was coming.

[Dr. Angela Thomas]

You know?

[Dr. Heike Lieb-Wilson]

So for that reason, I like, I just, you know, left. Would you have stayed when you would have known? Looking back?

No, you know, and I really have. I believe life is good. It is.

It is for you, not against you.

[Dr. Angela Thomas]

Exactly.

[Dr. Heike Lieb-Wilson]

So, and, you know, in the past I was often struggling and I was thinking, why me? Why is happening to me? Whatever, you know?

And today I think life is giving you things or throwing you some things along your life, you know? Because for something you have to learn and to prepare for something better. And I, this is now what I share with people, you know, that I say, if you look back, you have had many challenges in your life.

And then when you threw them and you didn't look back, you know why it happened. Because it was most of the times better. For me, I have to say it was always better afterwards.

You know, it was a struggle during that period. But then afterwards, you know, when I have gone through it, so it was for the better. So today I, my advice to people is always like, don't dwell on the why, but then focus on how to solve it.

Because that's what life wants you to learn, you know? So when it's really, really tough, that's where you learn the most, you know? And so for that reason, it's actually, to be very honest, it was a blessing because I worked for four years.

I had in four years, 19 days off. 19, one nine. One nine.

Wow. Across the four years. So I didn't, for four years, I didn't go on a holiday with the kids and nothing.

So when then COVID happened, we were all bond at home. And it was just when they did their final exams for their A-levels. So I could help them to study at home.

[Dr. Angela Thomas]

That was such a blessing.

[Dr. Heike Lieb-Wilson]

It was a blessing. It was a blessing. And then they both decided to go back to Germany for university.

So it was like wrapping up their childhood and preparing for the next phase of their lives.

[Dr. Angela Thomas]

Oh, I get goosebumps with that.

[Dr. Heike Lieb-Wilson]

Yeah, no, it was really, it was really like that, you know? Because then I spent like one or two days with Victoria in her room. We were like wrapping up things, you know, because she was moving, you know?

So we decluttered her room. We like dwelled in memories, you know, and packed what she wanted to ship off, you know, because she was supposed to, or she actually, she left in June. So then in March, April, May, we were like wrapping up and then same for Lucas.

So I actually had really good quality time with each of them separately and together. We played games. We watched television.

All that time I didn't have for like four years was then coming back to me. And it was really like really wrapping up childhood and setting them off on a good mood for the next chapters of their lives. And it was just really beautiful.

So again, you know, was it right or wrong looking back?

[Dr. Angela Thomas]

It was right. It was just given. Yeah, so that's why.

[Dr. Heike Lieb-Wilson]

So this is why I really have this very deep faith and belief that life is good, is giving you what you need at the time. And sometimes you put in a very difficult situation because you have to take a decision, which then opens everything up again and brings your life in flow. I told you what happened like last year, you know, it was a very difficult year, losing my dad, losing some of the clients, you know, but then some decisions have to be taken.

And then in the minute I took them, my life came back into the flow. So that's why I really believe you have to embrace what life is offering you and then work on the solution. And, you know, sometimes you have to take a tough decision just to bring it back into a flow.

Into a flow, yeah.

[Dr. Angela Thomas]

Into a flow, let me lead, gives me the transition to Brightly Labs. You had invented then after leaving, after setting your kids off for a while throughout this time, your own brand, your own product. What is Brightly Lab and why is it Brightly Lab and what is behind the story of it?

[Dr. Heike Lieb-Wilson]

So Brightly Labs, there's a very small, so first, where does the name come from? So it was given by friends because I'm by nature very positive. So they always say like, they actually called me Miss Brightly, Miss Brightly because they said I brighten up their lives.

So whenever I come somewhere, I brighten up the room. I have such a bright aura. And so they kept calling me Miss Brightly, Miss Brightly.

And so I actually took it as a nickname, you know, so even on LinkedIn for a certain period of time, I was Miss Brightly because people just kept calling me that. And then when I was the brand, because I had this severe backache, you know, and then I, you know, I was due to have a back operation, but then some German doctor advised me to take some collagen and I took the collagen and then it totally changed my life. You know, I like reversed everything.

So I started to research and then over like from 2020 to 21, I did some research on, you know, what about collagen product? I worked with a German laboratory and that's how I developed the collagen product, you know, like my own collagen product, my own formula, you know. So we were working on the like old ingredients and like the very small molecule size, you know, because your body inside can only absorb it or like a high observation rate when the molecule size is smaller than 2000 Dalton.

So mine actually smaller than 3000 Dalton and mine has 2000 Dalton. So it's even smaller. So your observation rate is like 97%, but then that's not alone the secret.

So also sleeping on silk, for example, reduces your aging because, you know, cotton absorbs the hydration of your face and silk doesn't and so on forth. So then the portfolio of product I developed together with Victoria then created this small brand called Brightly Labs. But it was again, is it my main business?

No, it's a passion driven because I wanted to give a change to the world, you know, because actually really collagen does a lot good to your body. And I love the gums. Yeah, exactly, the gummy bears, but they're sugar free.

So we wanted to make it really healthy and only the best ingredients and so on forth. So yes, it does, it's self-funded, you know, so I don't lose money with it. It's not, I could definitely push it more, but I didn't want to spend so much money.

And then also with a limited capital I have available. So I'm slowly, slowly growing the brand. But then also with that, it came the consultancy where I thought it's again, giving back to the community and helping other brands to grow.

[Dr. Angela Thomas]

But Ms. Brightly, you have established, even though as you describe it, not with a big push, but you have established a product in the Middle East. You have even established it in Nuun. I think this is also- Exactly, Amazon Nuun and I have my own web shop.

That is something very, wow, you know, I mean, I would not dim down the light on that achievement too much. So, and I think this is also a proven case that you have to have as a showcase for other companies who see, aha, she know how to do it and she know where to do it. And with all of these things, she's the right person to ask for our brand to be here.

[Dr. Heike Lieb-Wilson]

So that's where all the expertise is coming from. Product registration. I have gone through it.

I had to change the formula because the initial formula I had created with the laboratory wouldn't pass. So I had to change the formula to get the product registered here. So that's where the expertise, and I did the registration myself because I used another service first and they weren't able to do it.

And they left me in the dark for a very long time.

[Dr. Angela Thomas]

Again, wisdom is power. Exactly. And they take it against you.

[Dr. Heike Lieb-Wilson]

Exactly, exactly.

[Dr. Angela Thomas]

And then I... You don't like people like this, really.

[Dr. Heike Lieb-Wilson]

And it cost me a lot of money. It nerves. Yeah.

It cost me time. It cost me money. And I was really, because I didn't understand.

So then I decided to do it myself and it was done like in four weeks or even shorter than four weeks.

[Dr. Angela Thomas]

And you know what it is? It's always the intuition of a female, I think. You do not mess around with the intuition.

[Dr. Heike Lieb-Wilson]

I know.

[Dr. Angela Thomas]

If you smell against the wind, that there is something that you need to know or can know more about it, there is something, isn't it? Absolutely. We always say in Germany, the fish smells from the hat.

If there is something on the hat, fishy, we smell it. You know, and I earn my money like too hard.

[Dr. Heike Lieb-Wilson]

Yeah. And for that reason, I don't want that other companies do the same. So this is why I even do some pro bono consultancy, you know, if I see it's not a potential, I will still give them the advice, you know, and then I walk away.

In the minute and we actively ask, obviously I will charge. But the initial assessment, because, you know, I usually either small fee or I don't charge, you know, depending on the size of the business. But I, and then they have to decide if they want to take the risk or not, you know.

But for me, it is, I don't want other companies to go through that battle. And for that reason, that's why I have started to do the service like you do. You know, you with all the doctors you have, you know, you have done it.

You know how hard it is to get the registration, but now you understand the process. So now for you, it's like this, you know, and they don't lose time.

[Dr. Angela Thomas]

They don't lose time.

[Dr. Heike Lieb-Wilson]

So that's where, you know, and time is of essence, you know, it's the new currency. You don't have time forever, you know. Slow is the new expensive, as always.

[Dr. Angela Thomas]

Exactly. Yeah. But that is a big testimonial to your core values, to be honest and to be straightforward.

So tell me, when companies look for to enter in the Middle East, where do they find you? How do they find you? And what then is the next step?

How do you evaluate if something is good or not so good? Find part two in the next coming week with Dr. Heike Liwis, and where she's going to tell you how to land your product and launch it in the Middle East.