This archive report was first published on 27 July 2021.
As a mother, wife, entrepreneur, and podcaster, Eve has worn many hats. But one of the most significant challenges she faced was running her own business, Suzie Beauty, which she founded with her husband in 2009.
After three years of setting up the business and brand, they finally launched in 2012. Eve's biggest challenge was securing funding, a difficult process that required her to be strategic and persistent.
However, Eve's passion lay in product development, and she thoroughly enjoyed creating products from scratch, approving them, and naming each one. She knew from the beginning that they would need external investors to import, launch, and market their products.
Throughout the business's growth, Eve and her husband had investors on board, including a debt investor they added a few years in. In 2015, they realized they needed a strategic partner to help the brand grow further, and they began speaking to potential options.
Eve emphasizes the importance of understanding one's business, particularly when it comes to numbers. 'Know the past, present, and future numbers very well. That's how to be investor-ready,' she advises.
After pitching to numerous investors, Eve finally found a suitable partner in Flame Tree Group, which fully acquired the SuzieBeauty brand with Eve as the chief creative officer and brand ambassador. This acquisition has made her day-to-day life easier, allowing her to focus on what she knows best – everything creative.
Looking back, Eve believes that selling her company was a much-needed break for her. She shares her insights on the importance of being strategic when seeking investment and the benefits of partnering with the right investor.
