The Distinguished

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C HIEF EXECUTIVE Officer of Earth
ElementsJA, Dian Williams, is
motivated by helping those around
her achieve their goals. She tells Flair, “I
am motivated by my personal goals, as well
as those of the persons whom I’m
responsible for – my family, staff, and
customers.”
Earth ElementsJA provides the largest
selection of all-natural and organic
products. “Our business is very
personalised and we cater to the full range
of the market. We also have wholesale and
retail divisions that aspiring entrepreneurs
could in fact build a business out of our
business.”
SUPPLYING NICHE MARKET
The mother of three created her business
after recognising that there was an
untapped niche market for natural
products and materials.
Through life we all experience trials that
will test how strong we are and give us the
skills to ensure our survival. For Williams,
this came when she was 19 years old and
became pregnant with her first child while
attending university. “I barely survived
university as I saw the world differently
after having a child at 19. My reality meant
that I had to go home to a child when all
my friends were out partying. While my
mom never judged me, something in me
wanted to be somebody she could be proud
of. I managed to keep it
together long
enough to finish university and never
looked back,” said Williams.
As an entrepreneur, keeping her business
afloat is key. She ensures that she stays
abreast of market changes. “I enrol in
different workshops and make an effort to
acquire new and relevant certifications,”
she notes, adding, “I adhere to strict
industry standards thus ensuring the
output of quality products. I also try to
foster good relationships with
my bankers, who provide financial
guidance that facilitates business
expansion and growth,” she
explained.
BIGGEST LESSONS
As an entrepreneur, one of the
biggest lessons she has learnt was
that staying small for two long
(in the beginning), retarded the
growth of her business. “Had I
embraced the risk which
expansion demanded sooner, I
would have been able to
capitalise on several missed
opportunities. The realisation of
just how much a demand there
is for natural products and its
raw materials came after
opening another store across
the street. I am now
looking to purchase a larger
warehouse space,” said
Williams.
All entrepreneurs have
days that are extremely
stressful. For Williams, after
a long day that involves
running her own business,
getting her children off to
school, working in a factory
and overseeing the different
stores and warehouse, she
de-stresses in her garden.
“Maintaining a garden
calms my spirit, so I
regularly manage small
landscaping projects at my
home,” she revealed.
She charges other
entrepreneurs to, “be
careful of your self-talk
because you are the one listening”.
19 THE GLEANER’S FLAIR MAGAZINE • MONDAY, MARCH 5, 2018
Dian Williams
Always dreaming big
CONTRIBUTED PHOTOS
‘Be careful of
your self-talk
because you
are the one
listening.’
Distinguished
THE
Business