Sue Ismiel
Encyclopedia
Sue Ismiel is an Australian businesswoman and entrepreneur of Assyrian
descent. She is the founder of Nad's, a multi-million dollar hair removal and beauty company based in Sydney
. According to The Guardian
, it is Australia's best-selling personal hair-care product with a turnover of $7 million.
during the 1970s. Prior to creating Nad's, Ismiel worked as a receptionist.
In the 1990s, after just some initial success of stalls at a Flemington
market, the franchise was introduced to local shopping centres, followed by expansions throughout the country. In 1997, Ismiel received a cheque from Woolworths for approximately $1 million.
, Britain
, Canada
. New Zealand
and parts of the Middle East
.
Assyrian
-In antiquity:*ancient Assyria**the Old Assyrian period **the Middle Assyrian period **the Neo-Assyrian period *Either of two provinces of the Persian Empire:**Achaemenid Assyria...
descent. She is the founder of Nad's, a multi-million dollar hair removal and beauty company based in Sydney
Sydney
Sydney is the most populous city in Australia and the state capital of New South Wales. Sydney is located on Australia's south-east coast of the Tasman Sea. As of June 2010, the greater metropolitan area had an approximate population of 4.6 million people...
. According to The Guardian
The Guardian
The Guardian, formerly known as The Manchester Guardian , is a British national daily newspaper in the Berliner format...
, it is Australia's best-selling personal hair-care product with a turnover of $7 million.
Early life
Ismiel was born in Syria in 1958, although she arrived in AustraliaAustralia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
during the 1970s. Prior to creating Nad's, Ismiel worked as a receptionist.
1992-2005: Nad's
According to Ismiel, Nad's was formed by combining natural ingredients stored in her kitchen. The ingredients consisted of honey, molasses, lemon, fructose and vinegar, and the formula was based upon an old family mixture.In the 1990s, after just some initial success of stalls at a Flemington
Flemington, New South Wales
Flemington is an inner western suburb of Sydney, in the state of New South Wales, Australia. Flemington is located 16 kilometres west of the Sydney central business district, in the local government area of the Municipality of Strathfield.-Commercial area:...
market, the franchise was introduced to local shopping centres, followed by expansions throughout the country. In 1997, Ismiel received a cheque from Woolworths for approximately $1 million.
2005-present: International success
In 2005, Nad's expanded its brand with the introduction of their products in the United StatesUnited States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, Britain
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
, Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
. New Zealand
New Zealand
New Zealand is an island country in the south-western Pacific Ocean comprising two main landmasses and numerous smaller islands. The country is situated some east of Australia across the Tasman Sea, and roughly south of the Pacific island nations of New Caledonia, Fiji, and Tonga...
and parts of the Middle East
Middle East
The Middle East is a region that encompasses Western Asia and Northern Africa. It is often used as a synonym for Near East, in opposition to Far East...
.