In Conversation with Dimitra Davidson of Indeed Labs

Indeed Labs_Blog Header

Describe your business in a few words?

Indeed Labs is an award-winning, global skincare brand known for producing high quality, best in class products at an affordable price. Real results for real people everywhere!

What made you take the leap to start your own business?

I have always known the importance of taking good care of your skin but was frustrated by the lack of transparency in the industry. Being a consumer myself with real concerns, I was confused, couldn’t find what I was looking for and/or didn’t know who to trust. Those were the motivating factors then and they are still the factors today that drive me to create quality products for consumers everywhere.

What was your background prior to starting your own business?

I have a background in finance and Human resource management. I worked in banking and investments and have a bachelor of commerce degree. Early in my career I worked in management in luxury goods retail (with Tiffany & Co.) and later went on to do consulting work. A good business and financial acumen coupled with strong people and customer service skills have been a good foundation for me as an entrepreneur. 

Did you always know you wanted to be an entrepreneur?

Yes always. At a young age I often thought about running my own business and supporting other women in business.

Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?

Our initial marketing plan was to be loud and disruptive. Use messaging rather than fancy photos. We were so excited about what we had created and what was coming we just wanted to reach as many people as we could to share our story. Our business has grown by word of mouth; literally one person at a time. To this day, 10 years later, we have not invested in big marketing campaigns with celebrity endorsements or airbrushed models. Just real people. All over the world.

We always learn the most from our mistakes, share a time with us that you made a mistake or had a challenging time in business and what you learned from it?

I am a very trusting person and my first instinct is always to help others; I am open and honest. I don’t know how to be any other way. Those are qualities I am proud of and I will never change but we are in a very competitive market and I have had to learn the hard way. 

What is the accomplishment you are the most proud of to date?

I would say the multiple awards we have won over the years. To get that type of recognition in this world where we are competing with literally hundreds of thousands of brands is such a huge accomplishment from my perspective.

When hiring for your team, what is your go-to interview question? Please share any hiring tips you can share from your experience?

The one question I ask all candidates is how did you prepare for our meeting? I want to know if they have done their research and deep dive. In this industry you always have to be on the pulse. I also want to know if a candidate is a beauty or skincare enthusiast. It’s important to me that my staff are also passionate about this industry.

How has your business or industry been impacted by the COVID-19 pandemic?

I would say, staffing is a challenge. People are so isolated. We are a creative environment and it’s hard when you cannot safely bring people together to feed off of our each other’s energy. Also the supply chain has been greatly impacted.

What’s next for your business? What can we expect to see over the next few years?

There are a lot of exciting things in terms of innovation we are currently working on. 

What is the biggest lesson you have learned in 2020?

We really don’t need a lot. I have loved that 2020 forced us to get back to the basics. Life pre-covid was manic for me. I was always on an airplane or in a different city. I would come home for one week and have cabin fever; couldn’t wait to leave again. I love that covid has forced me personally to slow down and appreciate the right here and right now. 

What do you know now that you wish you knew when you were first starting your business?

Always being prepared. In this business you have to be more than a couple of steps ahead all the time. I have learned countless and often costly lessons. Many times I have asked myself can we keep going.  But those lessons along the way are my guiding light. 

How have you managed to stay grounded this year?

I have such gratitude and appreciation. I reset every day and give thanks and just keep going. I am also a very optimistic person by nature. I don’t spend too much time getting stuck. 

Do you believe in work/life balance? What are some of your best tips?

Yes absolutely. I am a mom before anything else. What works best for me is to plan. I also am very realistic about how much and what I can accomplish in a day. Then I shut off and spend time cooking and baking and just being with my family. 

What’s something our audience would be surprised to learn about you?

I have a very fun and playful side to me. 

What are your top 3 tips to stay productive each day?

  • Meditate to clear my head in the morning and make room for productivity.   
  • I like to make lists and role things over to the next day if i cannot complete things the same day.
  • I try to keep calls condensed. As a brand owner that is very tricky.

What does being an Entreprenista mean to you?

To me it means knowing your goals and staying laser focused. No matter what. Always knowing that there will be ups and downs, twists and turns; the path will not always play out the way you envision it but as long as you know where you are headed and what the end goal is. That is what risk taking looks like to me. 

Share it!

Posted in

Leave a Comment

Melanie Rivera of Breaker28 on making an impact while finding joy in everyday life hiccups and surprises

Describe Breaker28 in a few words? We develop leaders with H.E.A.R.T. – Healthy, Equitable, Antiracist, Real and Trust-Centered. What made you take the leap to start your own business? I have been planning my business for four years – perfecting content, testing out approaches, and I feel that I have a message and a model…

Bex Gold of Brite Hair on combining ethics and fashion to drive innovation into the haircare space

Describe your business in a few words? Brite Hair makes quality ethical, vegan, cruelty free hair color & hair care products that are accessible and fun! What made you take the leap to start your own business? I founded a hair color brand after a long-term relationship ended – I was in my 30s and…

Sonya Tkacs of Recruitlynk on why marketing and selling your business as an owner never stops

Describe your business in a few words? The Recruitlynk mission is to recruit and source top executive and management talent with diverse backgrounds and experiences. We strive to help sustain and nurture inclusive cultures where differences drive innovative solutions and uphold diversity in the workplace. Our goal is to effectively hire leaders who care about…

Isabelle Tierney of The Feel Good Life on helping people lead more fulfilling lives with her ground-breaking methodology

Describe your business in a few words? I help individuals, as well as businesses, relieve stress and choose well-being. What made you take the leap to start your own business? I had a highly successful private practice for more than 20 years as a marriage and family therapist, but my personal life was anything but…

Brittany Whitlock of Big Mood Digital on why the thing you are afraid of is the thing you have to do!

Describe Big Mood Digital in a few words? I train business owners, marketers and teams on how to conquer digital marketing confidently making it approachable and manageable through private sessions and courses. What made you take the leap to start your own business? I love working with passionate people who get excited to learn something…

Courtlyn Jones of The Design Database on being a creative entrepreneur, and how she is helping freelancers create the career of their dreams

Describe your business in a few words? The Design Database is an online platform and community designed to be a support system for Creatives, helping them find jobs. What made you take the leap to start your own business? I was hired as a graphic designer at my “dream company,” 10 years after I set…

Erin Pohan of Upkeeping on overcoming fear, and her three best tips for staying productive

Describe your business in a few words? My goal with UpKeeping is to continually evolve to meet the financial accounting needs of entrepreneurs. We currently offer full-service bookkeeping services, accounting clean-ups and QuickBooks training. What made you take the leap to start your own business? For most of my life, I sat back and watched…

Danielle Elias Las of Bump’n Clothing on growing a business while giving back to the IVF community

Describe Bump’n Clothing in a few words? The ultimate in maternity and postpartum apparel. What made you take the leap to start your own business? The desire to create the perfect maternity pant while giving back to the IVF community. What was your background prior to starting your own business? Attorney; In House Counsel for…

Miriam Airington-Fisher of Airington Law on combining law and entrepreneurship and how she is making an impact

Describe your business in a few words? Airington Law is a women-lead law firm specializing in defending against wrongful convictions and litigating civil rights issues What made you take the leap to start your own business? I initially started my law practice out of necessity. I went through a divorce and became a single mom…

Michele Henry of FACE FOUNDRIÉ on why she leans into her fears, and the importance of dreaming big

Describe FACE FOUNDRIÉ in a few words? Efficient and effective focused facial bar specializing in all things face, facials, lashes, brows, and skincare. What made you take the leap to start your own business? I worked in my parents’ small inground pool business from age 13 all the way through college. Being an entrepreneur is…

Ashley Spriggs of Pivot Media on the power of genuine relationships

Describe your business in a few words? We are a media firm that gets your message the attention it deserves. We offer services in Public Relations and Podcast Management. What made you take the leap to start your own business? It was the right time! I was growing my client list as an independent contractor…

Mary Allard of The Third Place podcast on inviting listeners to explore uncomfortable conversations in a safe space

Describe your business in a few words? The Third Place podcast is a weekly podcast that invites listeners into the hard conversations that we have a tendency to avoid. It is a podcast that “goes there,” within a safe place where curiosity is encouraged, differences are welcomed, and empathy is embraced through healthy dialogue. What…

Kelsea Olivia of East Olivia Creative on creating experiences that spark curiosity, joy, and connection

Describe your business in a few words? East Olivia is a boutique creative agency that specializes in large-scale floral installations. What made you take the leap to start your own business? I have been starting businesses since I was a child, selling my crafts and babysitting. As an adult, I had an innate desire to…

Tiffany Roman of Small Biz Highlight on creating a platform to help small businesses thrive

Describe your business in a few words? Small Biz Highlight is a web show, created to help introduce the people behind a small/local business, their products and services, and discuss how COVID affected them. What made you take the leap to start your own business? Back in April 2020, COVID shutdowns were in full effect…

11 Mamaprenistas share their best productivity tips to manage a business and a family

1) Tierney Larkin, Founder at Larkin Living Spaces: “Be sure to have a designated space to work that is just for you and your business. It can be a makeshift office in the corner of a room, or even a traveling cart that you can take around with you to store all of your supplies…