Tell us about yourself and your background
I am a Wife to Paul and Mum of 2 adult children, Emma aged 32 and Jack aged 29. I moved to the UAE in 2006 for 2 years and thankfully and proudly, I am still here! My UK work experience started in the Advertising Industry and then I moved into the UAE Banking World in 2007, working for Barclays and then the National Bank of Abu Dhabi.
How did you get into entrepreneurship? And what inspired you to found ‘Free Me’?
My journey as a woman entrepreneur is deeply rooted in personal inspiration and a desire to honor my father’s legacy. My dad was my hero—a true legend. He was hardworking, loyal, and passionate, always putting others first. His dedication to his family and friends was his source of happiness. Sadly, he passed away too soon in 2016, but his values and spirit continue to guide me. Thankfully, my lovely Mum is my biggest supporter, and every time she says she is proud of me, it makes my heart burst!
Losing Dad pushed me to move from the corporate banking world I was in to create something meaningful that would carry forward the family values he instilled in me. I wanted to build something that would have a lasting impact and keep his spirit alive long after I’m gone. This was the driving force behind the inception of Free Me Company.
My personal struggle with mosquito bites highlighted a gap in the market for a plant-based repellent, especially in the UAE, where mosquito problems were escalating. Seeing this need, I partnered with a local factory and a pharmacist to develop a natural repellent.
With feedback and research in hand, I took the leap and invested in 5,000 bottles of Free Me Mosquito Repellent in November 2020. By June 2021, we achieved the remarkable milestone of becoming the No. 1 seller on Amazon UAE. This success confirmed that consumers were looking for exactly what Free Me was offering.
We also expanded our product line in response to customer needs, introducing FlyFree—a fly spray for horses. This development was driven by a customer inquiry and the equine expertise of one of our shareholders.
My journey has been fueled by a combination of personal loss, the drive to provide happiness and a commitment to filling a market need with naturally kind products. Through Free Me Company, I strive to put others first, like my parents did and Mum still does, while making a positive impact on the world.
How did you test the concept?
I trialed the product on friends and family and social media network group members. Then I developed a survey monkey survey to ensure I had what customers felt was most important to them in a product so I could ensure my product labeling provided this.
At what point did you have an ‘aha’ moment and realize the business was going to be a huge success?
When I reached No 1 Seller on Amazon UAE in April 2021 and I knew the global market spend on Mosquito Repellent was $5 Billion rising to $9 Billion in 2027.
At what point did you have an ‘aha’ moment and realize the business was going to be a huge success?
When I reached No 1 Seller on Amazon UAE in April 2021 and I knew the global market spend on Mosquito Repellent was $5 Billion rising to $9 Billion in 2027.
What has been your biggest success since launching?
My biggest successes have been winning the Spinneys Incubator Program, achieving Amazon No1 and Amazon Best Seller status, being a Shark Tank Dubai Participant, and being a Boots Pharmacies Supplier.
And your biggest challenge?
My personal health issue of Breast Cancer in 2023 has been my biggest challenge. I learned the importance of resilience and positive thinking. If I hadn’t pulled on these strengths and dealt with this ‘passing situation,’ my story today could have been very different. The road ahead to success and personal health is not a straight line. But I listened to what I was told by my Doctors and pushed forward. Thankfully I am now 1 year clear and looking forward to continuing building my meaningful company.
How did you grow the business? Did you pitch the product directly to retailers or did they approach you?
Organic word-of-mouth reviews have been instrumental in my business growth. I had investors who are now my shareholders approach me as lovers of the product, but the rest was down to repeat knocking on retailers doors and keeping up the momentum to get them to hear me and understand how important it was to offer Free Me products to our local communities through their outlets.
I also applied for Spinneys Incubator and won a place on their shelves in 2023, and then Shark Tank Dubai Season 2 invited me to apply via Instagram DM.
What are three pieces of advice for women who are dreaming of building their first business?
For anyone looking to start their own business, my biggest piece of advice is to stay true to your values and mission.
It’s easy to get swayed by trends or what others think you should do, but at the end of the day, your authenticity (the real you) is what will resonate with customers and set you apart.
Also, don’t be afraid to fail. Every setback is an opportunity to learn and improve. The road to success is rarely a straight line, and embracing those twists and turns is part of the process. Keep pushing forward, stay curious, and never stop learning.
Lastly, be patient. Building something meaningful takes time. Celebrate the small victories, learn from the setbacks, and trust that with perseverance and passion, you’ll achieve your goals.
You have seen tremendous recognition and success in the past few years. What has the growth and success taught you?
My journey with Free Me Company has been one of constant learning and growth, both personally and professionally.
On a personal level, I’ve learned the importance of believing in your vision, even when the path gets challenging. It’s tough, managing the day-to-day pressures of running a business.
What’s kept me going is a deep-seated belief in what Free Me Company stands for and the positive impact we can make.
Professionally, one of the most valuable lessons has been the importance of adaptability. The business landscape is always evolving, and as CEO and Founder, you have to be willing to be dynamic when necessary. Whether it’s tweaking a product, adjusting marketing strategies, or responding to customer feedback, being open to change is crucial for long-term success.
I’ve also learned that surrounding yourself with the right people is key. You can’t do everything on your own, and having a team that shares your values and complements your strengths is invaluable. I have been so fortunate to have been offered time and advice from amazing mentors, advisors, and partners who have provided invaluable guidance and support.
What is next for ‘Free Me’?
Expansion into GCC, UK and US. More products that improve life quality and build a team at Free Me who share my values and complement my strengths.
How can readers find out more about you?
