sugar and lemon juice that they used for hair
removal, so I decided to try that method on
Natalie," explains Sue.
conduct her clinical trials, Sue fi nally came up
with her "green goo". Named after her eldest
daughter Nadine, the pleasantly scented green
gel did not require any heating as a traditional
waxing product would and didn't include any
chemicals, making it perfect for young and
sensitive skin.
ally no discomfort," says Sue. The natural gel,
containing ingredients good enough to eat,
met such a high praise from friends
and co-workers that Sue was inspired
to share it with the general public.
Nad's. The fi rst was the leap of faith
she and her husband took, leaving both
their jobs to concentrate on growing
the business. "My husband Sam looked
after production and packaging and I worked
on everything from marketing, spruiking and
answering the telephone! Our three girls all
helped with the packaging too, so it was a real
team effort from the start," she said.
Nad's on national television. "I invested in a
TV advertising campaign, and from there it
really took off. We had so many calls com-
ing through in our call centre that we just
couldn't keep up!"
essential to navigating the world of knock
backs and doubters. "The rejection I experi-
enced in the early days from manufacturers
and marketers never dampened my enthusi-
asm. As these doors slammed in my face, I
international hair removal market, acquiring
a global reputation as the experts in hair
removal. Today, Sue still leads the way for
her company, Sue Ismiel & Daughters and
has now diversifi ed into the new Nad's Laser
Clinics, providing the latest state-of-the-art
laser hair removal technology.
with your family members. "Try to include
them in every decision you make. Give them
the opportunity to see for themselves the val-
ue of your hard work and efforts, as well as
the positive impact that building a business
together, brick by brick, can have for every-
one," explains Sue.
work alongside her in
the business
act on it.
that makes it a reality.