Hello and welcome back to another episode of the Bilna Sandeep Show. Today in the show, we have an amazing guest. We have Audrey, who is the founder of Chateaux Furniture. Welcome on board, Audrey.
Audrey: Thank you so much Bilna for having me on your show.
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Part 1
Part 2
Listen to the Podcast
Bilna: Thank you so much for being on our show. And I’m sure our listeners will get a completely new perspective because it’s the first time we’re having someone in the furniture industry on board in our show. Maybe to start with, I would like to ask you about your journey on how you started the furniture business? Because I remember when we had our conversations before you were into hospitality earlier and then now you moved on to start something in the furniture industry right.
Bilna: How did that happen?
Exploring Audrey’s Journey
Audrey: Okay, so I come from a hospitality background. Basically, my bachelor’s was in hotel and restaurant management and hospitality development. I’ve worked in Kenya and in Qatar, and before I moved here, I was in Qatar. When I was in Qatar, I was like, okay, I wanted to do something different rather than just working the normal, you know, hospitality stuff.
Audrey: It wasn’t even 9 to 5. It was like, you have.
Audrey: Different shifts and it is almost like 12 hours every day. So I wanted to do something in business. I also wanted to understand what goes on in people’s psyche. So ending up here in Dubai was by a fluke. Okay, Because I was actually going to do my master’s in business psychology in Scotland. But then being an international student, we cannot work full time and study full time.
Audrey: So the university actually gave me an option to come to Dubai and because they have heriot-watt here. So they said, listen, we can give you an NOC to work full time and study full time and you can go to our campus in Dubai, which is one hour from Qatar. And so I took the opportunity and while I landed here in Dubai, I was like, okay, so what job can I do that will not require me to, you know, have it make it a hassle, basically.
Bilna: As you are already studying?
Audrey: Exactly. So I’m doing my masters and when I do my thesis, I don’t want to be worrying about shift work and everything. So I said, okay, I’m not going to go back to hospitality, but I still want to do something that connects it. Then someone had reached out and they were looking for someone to help them with the sales in a furniture store and they were specifically like outdoor furniture sales.
Ergonomics and Design Passion
Audrey: So for me, outdoor furniture was more like, okay, interesting. But I’ve always been interested in furniture, in ergonomics. I studied ergonomics as part of my course as well. When I started working here in Dubai.
Bilna: And you got a job in that industry that you thought, okay, I should learn ergonomics as well along with.
Audrey: Yeah, a bit of both. Because I’ve always loved the design industry and also designing lobbies, designing restaurants, designing hotels was something I’ve always also wanted to go into. So the furniture industry was like a bridge in between. So I can design the furniture directly and go into it. Also, I can furnish the hotels that I really actually like to go to.
Audrey: So that’s how I ended up doing the furniture business. So I started working for a company here that was purely dealing with outdoor furniture, and then I became specialized in the outdoor furniture sector and I worked with them for almost ten years until last year.
Bilna: Oh, nice.
Technical Knowledge and Market Insight
Audrey: Yeah, That’s when I decided, okay, you know what? Now it’s the nudge to actually do my own because I got the technical knowledge of how to run the business, what goes into the furniture, especially outdoor furniture, what’s best suited for the GCC market and what drives well, what as well what lasts longer? Because durability is a very big issue here.
Audrey: Yes.
Bilna: So climate here.
Audrey: Exactly. The heat and everything. You keep something plastic, it melts. You know, you want to give something that’s aluminum, but then you don’t want it to be too hot in the sun.
Bilna: It gets heated up.
Audrey: Exactly. So you don’t want to be seated and still, you know, you’re dancing.
Audrey: You know, comfortably seated outside. Then you also want to make sure that the upholstery is longer lasting in the heat. It dries out, it fades easily. So all these things really give me like the forms, like, I know I can do this, so why not?
Unseen Challenges of Furniture Shopping
Bilna: Oh, my God. It’s so tricky because when you buy a piece of furniture, you’re not thinking of it.
Audrey: No, no, I think so. No, Everyone’s just like, okay, it looks good. It looks nice. The design is nice. I look in my area, it goes with my theme, my colors come how my landscape is done. So that’s it. But they don’t think about, okay, what fiber or what fabric, what metal powder coating these things. They don’t think about it.
Bilna: Very, very true. I mean, when you told me about it and I was like, Oh, right. I mean, when I’m going to buy furniture, I’m like, okay, I’m just buying a piece that suits my theme or something. But they’re like, we tell them we want something durable, but we don’t really think about looking at these materials. What is more durable, You know, it’s that, yeah, the back end of running furniture.
Audrey: Exactly. And that’s where we come in. So I also like it when clients actually ask me, what’s the difference between your furniture and my competitors’ furniture? So I’m able to outline this.
Bilna: Nice.
Audrey: Nine times out of ten.
Bilna: Then they understand exactly the value of what they’re providing. Exactly. And I think you mention right, like ten years you worked and then under the company and then that you have the expertise, then you moved on to start something on it. But still right, like when you are in that first year of operation, that’s probably when you work
Building a Brand from Scratch
Bilna: Previously that company might have had a brand. They might have built a brand. When you started off right. You are building a new brand. So how was that experience like, you know, finding the first set of clients? And also, when you go to your supply chain, right, finding the right sort of suppliers who will be giving you products on you know, there are a lot of cash dumps to agree and everything made.
Bilna: They need to trust you as well. That whole journey and process like you know.
Audrey: So it is challenging, but it is also nice because it actually opens your eyes to people who actually trust you, the people who actually understand you being in a business aspect rather than you being an employee. Yes, because there’s a different face to being an employee and owning your business. So, for example, like with the supply chain that I was working with.
Audrey: When I told them I’m actually starting a new company. They were more than happy. And even one of them actually sent me a whole container to actually just start off because they were like, What to understand, it’s going to be cutthroat. You’re in a foreign country. It’s not even your country. Yeah, it’s going to be very difficult for you also as a woman.
Generosity in Business Relationships
Audrey: Yes. In a different place to start the business. And this is me giving you a helping hand, because over the years we’ve actually done really good business with them. And it was just like a very.
Bilna: Very ego.
Audrey: Exactly. And the relations and also something I learned is people actually trust you. Forget about the business. Yes. So all the people who saw me working at my previous company were more than happy to actually even give me some of their clients that he got from me easily. And my first client actually came from a referral.
Audrey: My sister actually spoke to the interior designer and she was like, Listen, my sister has been doing this and this, And the interior designer was like, Well, yeah. As I have heard, I’ve heard you talking about your sister, what she’s done, what she’s overcome. So I actually don’t mind actually giving her the business. So my first business came actually from a referral from someone I didn’t know well
Audrey: And they trusted me fully to actually supply everything from end to end. Basically bringing it here, shipping it to their country and everything. So I think trusting the person is more important than trust in the business will follow. Yes, because also just seeing you being visible in different channels, talking about it, explaining stuff because I did videos before.
Audrey: Yes. But then also, you know, people would be like, okay, she’s just doing, maybe she doesn’t know much or she’s going to be very green when she starts the business. But in all aspects, I was actually managing the previous business. So from that experience I was able to at least build a good network that was able to trust my work, my word and myself.
Relationship Building in Networking Platforms
Bilna: Nice. And both of us are from BNI. We are both BNI members. And yes, we know how that network can help and translate. So people ask me what the difference is. And I always say it’s not just putting in lead. It’s like a recommended interaction. Exactly. And I think that’s what happened. In the case of your first client, though, you didn’t know your client when they probably trusted you because of the person who recommended it.
Audrey: Exactly. And it plays a very big role because these are people who have seen you work before. Yes. They have trusted you. They’ve spent countless morning meetings and doing.
Audrey: Yeah, exactly. And one to one. And, you know, we always see that visibility brings credibility. Then it ends up being profitable, you know, so being visible in the chapter meetings, being visible with your friends, even just socializing. These things build up to bring in the trust that people lay on you.
Bilna: So you are also part of different networking platforms, right? Has that really impacted your business when you started off and are currently running as you.
Audrey: Yeah, it has. For example, I’m part of Rotary and I love being a Phil. I’m a philanthropist at heart and I love doing a lot of community service. That’s why I joined Rotary. And in Rotary you do also find a support system. Even some of my colleagues in the association, they always like, okay, listen, what exactly are you looking for in clients?
Audrey: I have this person I can connect you with. I know a few hotels that we conduct our meetings in and I can connect you to them. So they’ve also played a big role in basically opening up the doors and just helping me meet people at least halfway with procurement managers, even if it’s just a lead. But it counts.
Bilna: Because you are starting a relationship.
Audrey: Exactly. And if it’s not now, it’s going to transpire later on in the future. So I don’t take it for granted.
Bilna: Like people say, networking for your business is like farming and you’re not hunting.
Audrey: Exactly you have to till the land, you have to prepare it slowly, you have to plant the seedlings and now you have to water and then, you know, day by day menu, right? Yes. Give it nurturing, and then you wait for it to grow very high too.
Bilna: Yeah. And your business also has custom made furniture as well as ready made furniture. Yes. So how is it different? And the clientele that come like that are people who just want to buy something off the shelf and go, but there’s a custom made as well. So how is the difference between these two kinds of clients that come?
The Art of Customization
Audrey: Yeah. So initially when I started mainly for custom made furniture, I always left it for bulk orders. So these will be for the hotels and the restaurants. But because that one would take time. Yes. And also shipping and everything. So I’d give it about maybe, let’s say 90 days to have everything from production to delivery on the site.
Audrey: So a few clients, individual clients would come like, Yeah, I really like this furniture. It looks like a butterfly. And they want it to be customized. Yes, can you do it? So I was fortunate to actually also get partners who are in BNI and in the furniture industry that have factories locally in the UAE and I’m able to produce it.
Audrey: So if a client comes to me and says, Yeah, okay, I like your designs, but I need to change something from it, are you able to do it? I’m like, Yes, I can customize a single sofa for you. I don’t mind. This would be the cost. So most of the individual clients who actually want it custom made, they do know the value
Audrey: Yes, and they do know the quality. So most would not mind paying like a little bit extra just to get it, to get what they want. And having this kind of partnership has made it so easy because customizing one, I can give it to a factory. One of our partners in Indonesia is like, Yeah, but this is just one chair for me, it’s no benefit.
Audrey: But for me it’s also like the service aspect giving to the client. It’s like an added advantage, another plus for them to evaluate. Exactly. So yeah, I’m able to do the customization and there are pros and cons of course, because it depends with the number of revisions you have to do for the design and everything until you finalize it, we have made like ways in which basically the first two or three revisions would be free, but anything after okay, it would be an added cost because it’s time also from us and yeah, we want to give you the best and we want you to be satisfied.
Audrey: Yeah. For the clients who actually want it off the shelf, those are my best clients because I’m like, I have brought you my designs. I would really love for you to love my designs as much as I enjoy actually customizing other people’s designs. And we do give credit where it’s due. Like if it’s not our design.
Audrey: We do mention this was inspired by Bilna, for example, so we don’t want to take the credit. We did the execution. But yeah, because all.
Bilna: And not everybody does that.
Audrey: No, no. And in the furniture in this you still have also the infringement, rights and copyrights and everything. So you don’t want to do that.
Audrey: Exactly and start an Instagram or Twitter or something so yeah.
Bilna: I know.
Audrey: Exactly you know. Yeah I know.
Audrey: So ideally we always encourage the interior designers or architects to use our designs in their specifications. It makes it so much easier for us because we’ll be like, okay, these are Chateaux designs that you’ve specified rather than giving me builder designs and then I have to build. Now I’m going to do this copy. But then, yeah, just don’t take it the wrong way, you know?
Bilna: Yeah, it doesn’t make sense to do it. Yeah, very true. And also now when it comes to that element, like you have two sectors in your business. Yes. One is for the projects which are supplying in bulk, but the other one might be your retail sector. Would you give it probably one or two pieces? That’s right. For that you need to have a stock.
Bilna: So how do you find out what is the right amount of stock to keep? Like you don’t know if it’s going to sell it off or, you know, sometimes that trend might go and you still have the stock design as a business owner.
Strategic Stock Variety
Audrey: So I’d say from experience, my previous predecessors in the previous company, they gave me a very good lesson, like in terms of estimating, yes, what we need to be sold in the showroom. Yes. And what would be needed for project purposes. We’ve gauged it at, let’s say most projects always ask for like 50 dining chairs. This is common.
Audrey: If they ask for 30, that’s easy. We can keep a stock of 30, we can keep a stock of 50. But more than that then we would be able to make sure that we are actually going to sell the furniture that we will sell for the project. This would be something that the clients and individual clients would like.
Audrey: So we had to strike a balance in the design.
Bilna: Also the ratio of the board
Audrey: Exactly. And make sure that, okay, I sell maybe 100 chairs for two individual clients. That’s like maybe eight. Those are ten homes, basically. So I would have 100 chairs in stock. But to make it to 200, I need to make sure that I actually will be getting a project every month. Yeah, so it could be one or two projects, but then to ensure that they are actually going to be bulk orders.
Audrey: Yes. Eight times out of ten, we do have whatever we have kept as stock. Yes, we ended up selling everything and then we ended up telling the client, okay, you just need to if you’re willing to do it, that would be good. Otherwise you do have other options. Okay. But so for the stock we keep, you also try to keep a variety of the stock.
Audrey: So if it’s one chair, we have one chair in three different colors, different shades and a tweak in their design.
Bilna: So yeah, we went into a similar theme.
Audrey: Exactly. So then it would be able to meet at least the different niches that we have.
Bilna: Yeah, that’s nice. And I also have noticed that you have implemented sustainability into your business.
Audrey: Yes. Yeah.
Bilna: And we all discussed that this is because it’s not just in your materials or even in your packaging you have implemented.
Audrey: Yes, correct.
The Cost of Sustainability
Bilna: But sustainability is something that doesn’t come at a cheaper price. Now there is a price associated with it. So when your clients approach you, some of them are in alignment with that. Some of them may not be right. So how do you face a situation like that? Like where the client is not able to meet the price because of the sustainability and how do you deal with that?
Audrey: So most clients would want us definitely to as the pricing is always like an issue because we have to factor in all these things. Yes, but at the end of the day, if a client understands why we are actually implementing sustainability in our business, that’s the cream of it all, because we don’t want to actually go back and not be ethical in our business practices.
Audrey: So for us explaining why we chose sustainability number one and why we want to make sure that the companies like 360 are sustainable is we explain about the people who actually make the furniture, the communities, how it is affected, how we make it sustainable for them. So if you tell someone like you to buy something from me, it’s going to feed, let’s say, a community of 100 people back in Indonesia or back in Kenya or back in India.
Audrey: Yes. Wherever we are sourcing the items from, I think it would be very difficult for you not to. Yes. Agree to that. Then I would be like, okay, yeah, girl, you are a little bit hard with that. So we go back to that. Yeah, we go down to that explanation to make sure that we are explaining every single thing that we are doing.
The Environmental Impact
Audrey: Also, we touch on like, why are we not using 100% recycled bottles to make the fabric. We don’t want this to end up in the oceans. We don’t want this to end up because it’s a life cycle. It ends up in the ocean. It will still come back to us. Aside from animals dying, being sick, we will still get sick.
Bilna: We will also get sick.
Audrey: And the whole earth will be sick, and then again will be tasked with the job of actually trying to prevent something that has actually happened. Well, we could have prevented it from happening Exactly. I do encourage most of our clients.
Bilna: To go for this.
Audrey: Employ for sustainable practices if they don’t also, it’s okay. As in these are your values. It’s okay to say no. Yeah, exactly. It’s fine. This is what we have to offer. And this is the best we can give. And we want you to have the best. We want you to sit in your compounds, enjoying like ergonomic chairs with really nice fabrics that are 100% recycled and feeling nice because you actually did something to protect the environment, protect your animals and protect yourself.
Audrey: Yeah. So we want you to have that. But it’s okay. Also, as in if you don’t want to. Yeah, yeah, exactly. So it’s fine there’s no harm.
Bilna: It’s okay to say no. To people who are not right for your business.
Audrey: Exactly. It’s okay.
Bilna: That’s amazing. Yeah. And as a first year business owner, there would be a lot of challenges, ups and downs, would you like to share some challenges that because you are a first time business owner or because of the first year of business, what are those challenges that you’re faced with?
Motivation Beyond Challenges
Audrey: Yeah, for sure. There’s so many challenges we had to start.
Audrey: So I am we are a self-funded company, so cash flow would always be an issue in one, as in basically. And I think the biggest challenge would get us first year businesses, not only for me but for most people is actually securing funding. Yes, the banks don’t give you funding because then you allow you to get your new we don’t know how well you survive.
Audrey: Do Yeah. They don’t trust you in as much as you have a good credit score personally. But then again, this is a business either way. So then I did it separately. Yeah, that’s fine too.
Bilna: Like the moment your turn from an employee to a business owner, you don’t even get that.
Audrey: Exactly. Sometimes you feel harassed, like, My God, I’m just trying to make it better.
Audrey: But then, yeah, you can’t do much. Then. Also, looking for private funding is also an issue. As in, it’s a little bit difficult. Again, you have close connections.
Bilna: Again, you have close connections who can give you those funds.
Audrey: Yes. And if you get someone interested in your company to fund it, yes. Then it would be cutthroat. People will ask you for 40% of your company, 50% of your company, 70% as in depending on how much they want.
Bilna: Ultimately you are becoming like an employee in your own company.
Audrey: Again. Yes. So, so many hurdles. But I think.
Bilna: Did you go ahead with the funding or did you get 100% self-funded.
Audrey: Self-Funded and also now the company is slowly self-funding itself, which is good. So it’s tough with that kind of capital not being not flowing so much. Then sometimes, you know, you try to do the best for your business, but then people don’t feel that it’s actually going to work for you. So you have a lot of naysayers also.
Audrey: And what I do is like, I filter it out. This is like noise for me.
Bilna: Did you not get objections from your family or from close friends?.
Audrey: Yeah, lots of close friends, family, the like. Yeah. Why would you want to start a business? Just look for a job. It’s easier, you know? And I like it. To be honest, I’m not the one to take the easy route. I’m like, Yeah, I don’t know. The more you say that, it’s going to be harder for me while working very hard.
Bilna: The more inspired you are!.
Audrey: It’s like fuel for me. So I’m like, Oh, you say this, I will show you. It’s okay. Yes. So you also have this kind of situation. But then I see you have to be hard headed. You have to be mentally strong. Yes. There are times I’ve broken down. I’m like or this is so hard. I don’t know if I can go on.
Audrey: Maybe I should just look for that job. But then when I open my LinkedIn and I’m like, I know you started this, you can finish it. I’m not one to quit in between. Yeah. So always my it is like I know Audrey, you can do it.
Bilna: Self- funded, self-motivated.
Audrey: Self-Motivated and everything and my son is my biggest motivation every time I look at him I’m like yes, I will show you what mama can do so that you can do it even better. So yeah.
Bilna: Now, since you mentioned your son as well, right? Motherhood itself is an experience in which you need to put a lot of time for our kids. Especially when they are in their younger age. It’s a lot of time that you spend with them. And your business is also going to be so they are both in those younger ages.
Bilna: So how do you decide which baby to spend time with and how are you managing?
Audrey: Actually, I have 2 babies the same age.
Audrey: I take my business and nurture it the same way as much of my son is. Like I want to cement a base where basically he can have a really good career.
Bilna: Foundation.
Audrey: Foundation and a foot ahead so that he can grow and know like, you know what? This is what happens in a business. I saw my mother doing this and I’m going to implement it or improve on it. So the same way I put the same preparation for my business as well. I want it to have a very good base like before in my previous companies to do everything for marketing, look for leads, cold call and everything.
Audrey: I’m shameless at cold calling.
Bilna: That’s one of the things that business development people do the best.
Audrey: Exactly.
Bilna: I think that would have given you a huge fuel and when you started it on. Yes it did, you are good at business development.
Audrey: I was like, yeah, I did business development, so why not do it for myself? And I can do it. I’ve been doing it. I’m still doing it. No matter how many times people hang up until I’m not interested and like, Yeah, it’s okay next time when you’re interested. Yeah, remember. Me.
Bilna: Yes, but you still make that call right?
Audrey: I Still make that, you know.
Bilna: That moment to take up that phone and make that call. Yes. Like for me, that is one of the biggest challenges when I started my business. Yeah. Because I am that person who would go for a WhatsApp message rather than a call, you know. So for me to take that phone and make that dial. So yeah, probably like before you got into business development, were you so comfortable making those calls?
Audrey: Well, I come from a hospitality background. So it was like, yeah, you call customer service okay, you call the front desk, you call the reception, how can I help you? So with that also, it did play a huge role in helping me be confident in actually making those calls because most of the time the person on the other line is like ever hollering at you.
Audrey: Yes. Arguing and spewing insults. So I’m like.
Audrey: Yeah I understand.
Audrey: Exactly. And I’m like, I understand you are angry. How can I help? That’s the easiest thing to de-escalate. It was like, yeah, I’m pissed off about this. I’m like, Yes, I understand. Do you want me to come to you or do you want to come to the lobby so that we can talk about it? Yeah. So these skills actually do work.
Bilna: You are trained to stay emotionally calm.
Letting Go and Moving On
Audrey: Exactly. Emotional intelligence is like number one, especially in hospitality you have to because at the end of the day, you’d say that you will lose your mind.
Bilna: Yes because it’s so hard. Right? I mean, you can see you will have different types of customers and hospitality and no matter how good you perform, some people will come into what I do not because of you, but because they are going through something else in their life.
Audrey: Yes.
Bilna: And to stay calm, I think is the best.
Audrey: Is the best lesson and to let it go. That’s also something I learned after having my son.
Bilna: Do not take it personally.
Audrey: Don’t take it personal. I am the queen of Kaliwali as my friend would say, I’m like, Yeah, culturally it’s fine, it’s okay. It’s not working out. Then it’s okay. I will let it go. We move on, go with the flow.
Bilna: Yeah, very. I think that was one of the best takeaways from today’s episode.
Audrey: But take it easy. Otherwise you end up spending that small amount of time being pissed off and the energy instead of actually thinking about what could actually happen in the morning is this. I saw my son smiling. I saw my son laughing. All this gets taken away because of this small thing that pissed you off and you ended up now over exhausting your energy, your need and everything.
Audrey: Yeah. So now I’m just like, if it’s not making me happy, it’s okay. It’s not for me. I will move on. Yeah.
Bilna: And also like you were talking about motherhood by today, so how has being a mom helped you better and delegating because you want to spend more time with your kids.
Audrey: Yeah. Yeah, exactly. Yeah. Before I would want to do everything and anything because I wanted to make sure that it’s perfect or it’s done proper. Yes, but no. As in nothing ever goes perfect.
Bilna: Yes.
Learning to Delegate and Ask for Help
Audrey: And delegating is something that I’ve actually come to learn on the business. It’s like on the job training, basically. So I’ve delegated it to my sister, to my employee, Can you do this? And I would follow up, but not to micromanage because I’ve been on the other end of micromanaging and I understand how it takes you off. Yes.
Audrey: It’s not something that you don’t want to be pushed all the time. There are some people who like it.
Bilna: Yeah. Who wants guidance at every step.
Audrey: Exactly. Every step. But for me, I’m more or less like, okay, you told me to create A, B, C, D, I would create A, B, C, D, and point one, two, three. So that just in case there are any questions we’re able to meet in between and solve it. Yeah. So I’ve learned how to let go and delegate because I believe two brains are better than one.
Audrey: Yes. And also asking for help. Most of the time we don’t ask for help. Even as a mother, you’re like, I can do it. I can do it, you know? But sometimes we cannot do it. We end up closing ourselves in the bathroom like, Oh my God, today. Yeah, exactly.
Audrey: But asking for help is the most important thing. And you, it’s either you get help or you don’t get help. But you at least you asked. Yeah.
Bilna: Probably. When you ask ten people at least one will come.
Audrey: Yeah, exactly. Someone will come through for you. Yeah. If someone doesn’t come through for you, as in, I would say you have to revise the people around you
Bilna: Makes sense.
Audrey: Yeah. You do have to.
Audrey: Revise completely.
Audrey: Yeah, exactly. Exactly. So someone always has to come through for you. Yes.
Bilna: So who is that support system for you? Do you have a close net of family or friends that you rely on?
Audrey: Yes, I have my husband. He is definitely very like sometimes with butt heads, but then at the end of the day, he’d set me straight. He’s like, Listen, this is what you can do. Yes, I have my parents, my mom and my dad, my sisters, and then my friends as well. Aside from most of my friends, you are also in the networking group.
Audrey: Yes. People who have become family and friends as well. In BNI and Rotary, all these people do play a role. Yeah. Like not everyone will give you everything. Someone who will always give you something. Bilna will give me a source of joy. Yes. Imelda will give me a source of, you know, that’s financial wisdom. Yes. Yeah. Everyone has something, too.
Audrey: Yeah, exactly. Everyone has their own community.
Bilna: It helps you grow. Just like they say. It takes a community to grow a child. I think it also takes a community to grow a business. Yeah.
Audrey: Exactly. It does. It does.
Bilna: And also now when it comes to the scaling of your business, Right. Because the Dubai construction industry is booming, which means you are in the supply chain to the construction industry, because you’re also likely to come. How do you decide? Okay, can I scale up now? I have a pipeline of leads coming.
Bilna: You know, it’s not like you close a project and then you look for your resources. Need to have it lined up which means you have to spend money on it. Exactly. How do you make that decision? Okay. Is it the right time to scale? Is it the right time to grow? How do you do that?
Audrey: So definitely, I think I would be looking at how the market is actually moving as well. Yes. Everything so far is on the up and up. Yes. So the more business you’d get, I think for me it is more or less like, okay, get three big projects. Yes. Then I will start scaling from there. And I started the first showroom in Dubai, my second showroom at least in Abu Dhabi, because we do have clients also coming all the way from Abu Dhabi.
Audrey: We have Saadiyat Island, which is massive. We have Jubail Islands, which is also a bigger thing, Sharjah. We have Tilal City coming up in Dubai itself, we have Tilal Al Ghaf, Damac, Lagoons. All these villas need for any. Yes. So scaling is based on basically how well the economy is doing in the UAE and then it gives us motivation because like yeah, at least out of those 100 villas, I can get ten villas.
Audrey: It’s fine. Yes.
Bilna: Yeah. So you have your calculations?
Audrey: Yeah, exactly. Based on this. Yes.
Bilna: This is what is coming now. Yeah. And because for me, like when, if you hire your team and it takes them some time to get in line with it. Yes. It’s something I face a lot of time because it takes at least two months for an employee to settle down. And understand your core values and to deal with the clients.
Strategic Hiring for Fluctuating Workload
Bilna: So I have to be prepared at least two months in advance to get that next claim that’s coming so that’s what I was like. How do you do that? Your hiring process for the teams.
Audrey: So for me, hiring, I think basically I would concentrate more on sales and business development.
Bilna: Because that’s your core team.
Audrey: That’s exactly that’s the core team I need because I need the name to be out there. I need people to understand my product. Yes. And I need sales. Yeah. So ideally, I cannot really plan like maybe two months in advance I will get this project or the project always up and down. So one day we are building the next day, oh, okay, the contract already went out to a different company, so I always have to make sure I have a very good business model that will fill in the gaps. Yes. So aside from just doing projects, I’m doing okay. Individual clients can easily go online and shop at the moment because we don’t have a showroom. Yes. Once we have the showroom, then we’ll bring in something different.
Audrey: Exactly. You get more footfall, you get people coming to see you feel touch, sit on the chairs.
Bilna: That makes a difference.
Audrey: Yeah, exactly. It does. Rather than seeing it online. And then they’ll be like, okay, but I really need to see it. So I have clients who want to see it. I’m like, okay, well go to the warehouse. I open the furniture and package for you, and then you see it. Yes. So it’s a hassle to plan ahead. But then also you don’t want to not have a plan because then you plan to fail.
Personal Approach in Networking
Bilna: Yes. Yeah. For me, like I am also part of different networking organizations like you and more than being in those big networking meetings, I enjoy sitting and talking with people, you know, like one on one. That’s my forte because when I go for a one on one meeting, that’s when I try to understand them as much as possible.
Bilna: So I enjoy those discussions. Yeah. So just yesterday I was having a one-on -one meeting with one or two of my friends. Actually, they are also in the business. But it was not a business meeting. It was just a meeting in the evening. But then that conversation went so well. But then I had my son’s exams today, so if I’m not at home, he doesn’t open his books.
Bilna: He needs to see me around. Yeah. You know to leave that conversation because of motherhood. That’s a challenge which I have. Do you also face challenges? Because you have that supporting community. Still you are not able to make use of some of those opportunities. Yeah, do you have any such instincts?
Audrey: I do. I still do. I still have and I call it mommy guilt because then you don’t want to miss out on the important things your son is doing. Yes. I don’t like it when my nanny tells me, you know, he said ‘show’ today. And I’m like, I was not there to see that.
Audrey: Or hear that. You know, it’s a milestone. But then also, I think to myself, I’m like, why am I doing this business? It’s for him, basically for him and his siblings to come to have a very good legacy and for him to see that I did not stop. I wanted to do everything that I could for him to benefit and to have a good life.
Bilna: To see that long run of it.
Audrey: Exactly because I don’t want our generation to add it as a disadvantage. Yes, I want the next generation to add it as an advantage. Yeah, exactly. Because if you don’t set up that base, Yes. For them to also do the same for their kids and everything, then it becomes a little bit like the cycle just continues, like nothing changes.
Balancing Business and Personal Life
Audrey: But also like I’ve had opportunities where or situations where I was in a meeting, I missed being at home or I missed putting him to bed and then the meeting ended up being not so successful. So I feel like a failure as a mum. I feel like a failure in business, but you have to gather yourself up, still, go home, see the same face and like, yeah, tomorrow we will try again.
Audrey: Yeah. So there are situations where, you know, you will feel like you’re not doing much as a mother. Yes. And you’re trying to overcompensate by doing more for business. But this is life. You will never get that balance.
Bilna: One side that you as a person like, I know you’re taking the role as a mom. As a wife. Yeah. As a business owner, you know, all these things are happening, but also there is a person, Audrey, yes. How do you spend time with her?
Audrey: Exactly. This Audrey is forgotten, like everyone else, husband, son, family.
Audrey: And you forget about ourselves. So what I’ve learned actually, to do now is to set boundaries as well. Because if you’re doing it.
Bilna: Family as well with the kids as well?
Audrey: Everything. Basically, you have to make sure that you try. At least you will not get equal time for everything, but you try to make sure like let’s say in the evenings. Yes, I don’t want to see my phone. Yes. Because I know someone from work or some client will call me or anything. And this will distract me from actually spending time with my family.
Audrey: I get evenings and the weekends.
Bilna: No phone time.
Audrey: No phone time. Switch it off. If it’s phone time, then okay, the baby’s asleep. You need to do groceries. This is a mother that you have to plan for tomorrow. What is missing or what book does he want now, as you know, things like this. So basically, yeah, that’s the time you use the phone in the evening.
Bilna: And mine is left with a lot of tabs open.
Audrey: Oh, I have so many tabs. And then when you close one, then one creeps up and you’re like, What’s up?
Bilna: And this client is waiting for the quote.
Audrey: I Need to do this. This reminder. Yes. So that I don’t forget. Then you know, you have to keep up with your memory.
Bilna: Are you a pen and paper person or a calendar person?
Audrey: I’m all those pen and paper, the phone. I use the notes also on the phone to write my reminders. I use a calendar, everything. I use my sister, I use my husband. So someone has. Yeah, we have to work as a community.
Bilna: To grow and build it all together.
Audrey: So yeah, we have to give it in. It is what it is and we have to make the most of what we have.
Overcoming Stereotypes in the Construction Industry
Bilna: So and also like because we are in the country and so it’s a hard, hard industry sometimes you have to be at the site when you try to explain. So have you ever felt like there’s a disadvantage because you are a woman, you do have a phase, anything of that.
Audrey: So yeah, yes, always that is a disadvantage. You go, you walk into a construction site, everyone will be looking at you like, I think, Are you lost here?
Audrey: Why are you here? What are you going to do? But then also I’ve learned that it builds your character. Either we all stare, the glass and the questions. It just gives me more motivation. I was like, Yeah, I’m here to actually supervise ABCD. Yes. And can you assist me? So just to dispel all of this, you know, we have a lot of stereotypes like, yeah, why is a woman in a construction site?
Audrey: As in what? Yes. No, because we are also interested to understand why you’re using cement instead of using, you know, something different. So yes.
Audrey: We are also interested and we also want you to understand. Yes, our products also need care. So, you know, nine times out of ten, the consumer in the construction site, let’s say, for Villa and the guys are moving stuff and the client asked you to deliver the furniture before the place is finished. So then you’d have to have the headache and the hassle.
Bilna: To keep it protected at the site.
Audrey: Making sure it’s protected at the site. When they’re moving stuff, they’re not scratching or moving because also, again, we have to care about the client’s well-being. This piece, if you have decking, don’t scratch the furniture on the decking because it’s going to leave marks. Then the client will ask me, Yes, you guys, when they set up the furniture, they scratched my decking, but then they forgot or no, we have a whole team of construction workers on the site.
Audrey: And yeah, such things are always like small black beads. But yeah, you learn how to just move past them and deal with them.
Bilna: Yeah. I think because I also come from a construction background. I have been in construction for 12 years and I’ve been walking the sites wearing the hotheads. But I think this is what it is like, you know, initially was to get the stare. Why is this woman here? Yeah, but as they see that you are there with the purpose, I think then the whole perspective changes when they know why are you here?
Bilna: Okay, now then they are very much willing to help. That’s what I have seen in my.
Audrey: Exactly. And now they’re like, Yeah, they don’t want you to carry the load alone.
Bilna: I mean, they’re very supportive. Yeah. It’s advantageous as well when you, when because they don’t make you take all the weight.
Bilna: You know and they come running and somebody else will come in.
Audrey: Exactly.
Bilna: And that’s a good thing.
Audrey: I like it. Yeah. Because it’s still the thing of yeah. Okay. The privileges are still fragile. Yes. Yeah. Most of the time, like when I’m carrying a chair from point A to point B, I’m like No, no, no, we’ll carry it. Okay. I need you to carry it now so that we can move along the schedule and everything like that.
Audrey: Don’t worry. Also, I can carry. So I always assure them like, it’s okay, I am able to carry it this way. It’s fine. If it’s not, then I will let you know. Listen, I need your help. Can you grab the other side? I’ll grab this side. But even when you try to do that, of course they’ll be like, Yeah, they’ll call someone else.
Audrey: Come, we need to help her move this.
Navigating Business Responsibilities
Audrey: So it’s nice. It’s a double edged sword.
Bilna: Yes. Yeah. Good. And I have you make use of the sword.
Audrey: Exactly. Exactly.
Bilna: Yeah. And as a business owner, we have so many sides of our business that we manage, like business development, accounting and bookkeeping and all those parts which are there, then marketing. And so then your operations are there client relations, right? Which one do you prioritize? Which is your role? What do you think is a founder’s role in all of this?
Bilna: Which is your best?
Audrey: So I’ve learnt to work now on the business rather than so much in the business. Yes. Before like, yeah, I started the mentality of working in the business. I have to make sure I am doing the skills and the but with the delegation and everything, it clears out your mind and schedule and to show you like, okay, listen, your skills are actually better suited here.
Audrey: Yes, your partner’s skills are suited here. The employees are also good at this, so it helps make the workflow more efficient. And I’ve more relied on my strengths. What’s my strength? Okay, I’m a social butterfly, so I’ll be glad to go. Okay, Let me do the business development. Yes. And if my partner is good at closing. Okay, I have done business development.
Audrey: Now you go and do your job, close the deal so that we can actually just, you know, move on to the next one. Yeah. So definitely work on your skill set, making sure that you’re using them to good use rather than wasting time doing everything and actually not being productive. Because at the end of the day you’ll feel so tired and like, yeah, so what do you achieve today?
Audrey: Yeah, yeah.
Bilna: Okay. So that is and what do you do for that motivation? What is that? Do you like, do you, is it self-care or is it something else that you do to get yourself motivated?
Motivation and Self-Care
Audrey: I do self-care for sure, yeah I love massage.
Audrey: I was like, Yeah, close my eyes, go for a massage and enjoy some rest time. But yeah, aside from that, I do write a lot.
Audrey: Manifestation journals. I’m just basically writing what I want to do or how I want things to go. And it helps me also plan out for the future better. Other than that, hanging out with my friends or doing something meaningful for the community. Those are always like pick me ups.
Bilna: Those are the things that keep you back, bring you back to the time.
Audrey: Exactly. And of course, having that zoom call. So my sisters, we are all now spread across the globe. So doing that zoom call and just checking in with them and even them allowing me to vent or allowing each other to vent about our days, our work, what’s going on, family, everything. So being able to do that, it’s yeah, it’s easy.
Audrey: I’m just speaking to my mom and she loves it.
Bilna: And do they ever tell you like, okay, Audrey, it’s time for you to slow down. You’re a lot of things. Do it.
Audrey: Yeah, Sometimes my mom would say, like, okay, you need to take it easy, but then she understands why I’m doing it. So she’s like, just take it easy, but make sure you smash it.
Audrey: Then she’ll give you like that boost. So she was a principal for like 36 years, so she’s been in that scenario of making sure you encourage your students. They make sure that they are the best versions of themselves. So I learned that from her. And even just, you know, giving that self-talk, self-motivation and yeah, you know, funny thing, the other day last weekend on Saturday, I was chilling with my son and I had ordered some stuff from Amazon, so there was a big box and then he saw the box.
Audrey: He was so excited, you know, small things that make kids happy. So he kept on climbing the box, sitting on the box, clapping for himself, then going back down and actually clapping for himself. So at that moment, I was like, This is a lesson, right? Yes. Be your own cheerleader.
Audrey: Accept and acknowledge all your small accomplishments and take the win.
Bilna: He is very young. He already knows that.
Audrey: Imagine as if it was just like this kid up he goes, clap down he goes, clap. And he’s looking at it. He’s like, Yeah, yeah. So I’m like, Yeah, good job.
Bilna: Something we learn from our kids right.
Audrey: Yeah, exactly. So small things, you know, Small things matter. Small wins. Take them as they are.
Navigating Cultural Differences
Bilna: Yeah, I think that’s an amazing lesson. And coming to the Dubai right, Dubai has a lot of nationalities, a lot of culture. It’s like a mini world. Yes. So you ever felt like everyone? I mean, it’s not because of the nationality, probably whatever is the reason. But have you ever felt like there’s a partiality or there are any areas you’re not getting a chance because they don’t you don’t belong to a particular nationality or anything of that sort?
Audrey: Well, yeah, as in being a cosmopolitan city, this is bound to happen. As in even for us back home in Kenya. We do have this indifference based on tribe is based on whether we have colourism or where you come from, which part of the country. So exactly. It’s basically the same thing here as well. But just now amplified because now you’re exposed to more cultures.
Audrey: So if you didn’t understand, let’s say, culture A and your culture X and like all these cultures in between, you have to make sure you’re able to understand. But there’s always an indifference in how people are treated. Yeah, exactly. There’s always a differentiation. So I always say, don’t let it bother you.
Bilna: Nice.
Audrey: If it’s not affecting your way of work, it’s not affecting your life, it’s not affecting your business. Move on. Don’t let it bother you because the more you give it attention, the more it will actually win your life. Negativity vibes all through you. You become sick. You don’t want to actually dispel the whole stereotype onto the whole nation.
Audrey: It might be just one person who actually just, you know, didn’t like you. Yes. But then you’d be seeing this person’s nationality and you’re like, Oh my God, they are all the same.
Bilna: Have you ever felt that you’re getting judged any time?
Audrey: Yeah, this, this happens. But like I said, queen of Kaliwali, move on, as in.
Audrey: Because, you’re not taking my oxygen. I’m not taking your oxygen. We are finding ours.
Bilna: We have our own space.
Audrey: And we can coexist.
Bilna: Yeah, I think that’s the best lesson because I have seen people who say don’t complain. I didn’t get business because they gave it to someone else. Yeah, because of that, it happened. It’s so sensitive that your attitude is like more and I’m going to go and hit the next line.
Audrey: Exactly.
Bilna: I mean, like when you sit wasting time, then no other business is coming.
Audrey: Yeah. Yeah, exactly. Because you’ll be racking your brain like, why? As my price was good. Yes, my product is better. When one door closes, the window will be open for sure. 100%.
Bilna: Yeah. And also there are some difficulties. I probably already signed them up. Probably. You have a great deal. You have to supply the furniture but then probably they’re calling. You know what? This is not the color I expected. You know, these kinds of complaints, your stuff is not good, you know what? Like you said, you work scratching the floor.
Dealing with Client Complaints
Bilna: How do you deal with the client complaint? What? What’s your secret sauce?
Audrey: So basically for me is trying to understand both sides as and if it’s something to do with my employees. Always protect your employees. That’s my motto. Have their back all through. It could be that just someone woke up on the wrong side of the bed and they decided to pick on your employee. Yes. And if you’re there and you’re not actually protecting employees and also for them, a sense of loyalty and their sense of belonging will just diminish.
Audrey: It’ll just go away and all the respect also they had for you will just kind of like out because why should I care? She never takes up for me.
Audrey: Exactly So understanding both sides of the coin is always number one. I don’t let the employees actually deal with the client when the client has escalated a complaint to me, I will take it on from Yeah, I will deal with it. I separate it because I don’t want it to be a situation where the employees are going back and forth.
Audrey: Yes. Then again, you know, as for most clients, it’ll be like, Oh, this company does this. Yes. So no, I want you to deal with the owner of the company so that we can find an amicable solution if nothing is up to par with you. I am okay also to just cut it off. Let it go.
Bilna: And then go for another client again and move on. Nice, nice
Audrey: Because it’s a lot of energy. It’s difficult to move because then you’re losing out on money. Yes, you’re losing out on, let’s say maybe two more clients because they would have referred you to them. Exactly. But also, you won’t lose your peace of mind. You won’t lose your employees.
Bilna: That does the most.
Audrey: You need to have. I have the company also working through.
Bilna: Proper working culture. Yeah, exactly. If you were in a situation in which, like, probably your employee made a mistake. Yeah. And you’re going to lose a client or, you know, what would be your take on that? I’m like, maybe it’s a huge million dollar deal that’s going. Yeah, in such situations how do you make a choice?
Audrey: It’s very difficult. Of course, now we would reprimand the employee but not that it would be like a million is coming from your paycheck. No sorry as in we would deal with it and try to see if there were any possibilities that could have been done, if the situation could have been handled better. This is made known to the employees.
Audrey: Sometimes they don’t know exactly, so they don’t repeat it next time. It might be just that they made one mistake. Yes, it might be that they have repeatedly made the mistake. So if it’s something that has been repeatedly like you’ve talked about it before, but the employee still continues on, then for sure, that we we are like, we’d have to discuss your future in the company, of course, and how best you can be able to improve so that when you move on to the next company, don’t do the same mistakes.
Audrey: If your employee made a mistake one time.
Bilna: If it’s the first time
Audrey: See how to exactly see how to make it better. But again, I would be handling the situation directly with a client so that I, as I said, both parties, as in at the end of the day, Chateaux is me. Yes. And then I don’t want people on both sides to be dissatisfied. Yeah, but we don’t want to either.
Audrey: People please as well.
Bilna: Yes, yes, yes. So, yeah, again, like you said, Chateaux is Audrey currently. You are in that phase When you were in the initial stage of the business. You are the face of the brand. People come to you because they trust you. There are some clients who are demanding. They want to see you only every time. No, they don’t want the employees coming.
Bilna: And how do you deal with those operational amends? They want to see.
Audrey: Oh yeah, this is always something I also faced when I was an employee because they were like, Yeah, I need to see the manager again. I’m the manager. Okay. No, I need to see the owner of the company. I’m like, I’m sorry. The owner of the company at the moment is indisposed. Yeah, this is something else I’ll tell the employees and let’s see in this post.
Audrey: This is it. Yeah. If I am able to, for sure, I will be able to come meet you. I don’t mind. I will meet you a hundred times.
Bilna: Yes, yes.
Audrey: It’s as long as it is something that is also worth our time as well. Because sometimes, you know, I just want to say Hi, how are you? I wanted to ask for more discounts.
Yeah, exactly.
Audrey: I understand. So I don’t I don’t mind meeting the clients. Yes, but also the line. Yeah, you have to draw the line because then it would become a habit. Yes, I No, I don’t want to speak to you. But then you are disrespecting my employees, just in the name of. I want to speak with the owner. No.
Audrey: I like everyone being respected. Do you respect employees? Employees respect their clients. They respect the company. They respect the owner.
Bilna: It all goes around.
Audrey: Goes around 360 now.
Bilna: I think to come to the end of the session right as the mom, as a woman, what would be your advice to somebody who’s going to start out a business on their own, another woman in a similar situation? What would be your advice to them?
Entrepreneurial Wisdom for Women
Audrey: I would say start. Don’t be afraid. Don’t listen to any doubt, because the moment you let doubt creep in, then it will just paralyze everything, all your senses, all your actions. It will paralyze everything. And if you’re at home thinking, well, I have to take care of the baby, the society will be thinking that this is my role now and everything.
Audrey: Yes. Nine times out of ten, we always told all a woman can do it all. But sometimes you cannot do it all. Yes. So you have to be at peace with that also.
Bilna: Accepting the fact.
Audrey: Exactly that you can do it, but sometimes it will reach a moment where you cannot do it. So ask for help. Be kind as women in the same industry. You have to be kind to each other. Let’s not fall into the stereotypes.
Bilna: Yes.
Audrey: And let’s be really like mentally strong. Basically, start a business. You do everything that you possibly can to get a job. Don’t give up. Try and try. Always ask. And yeah, everything will work out. It will fall into place.
Bilna: Amazing. Thank you so much for all those valuable nuggets shared with us today. Thank you so much for being on our show.
Audrey: Thank you too for a lovely podcast today.
Bilna: Thank you so much to all our listeners today. Thank you so much for listening to our show and I’m sure you’ve got some amazing nuggets from Audrey. Now. Please do not forget to like, subscribe and we will be back with another show soon. Thank you.
Audrey’s and Chateaux’s Links:
Audrey: Instagram, LinkedIn
Chateaux: Instagram, LinkedIn
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