He Started With £300 - Now Has a Multi-Figure Perfume Empire -RAYAA

0:02Welcome back to business is boring.

0:05We're here with a special guest, the

0:06founder of Rya London. He's doing

0:09mashallah nearly six figures a month.

0:12Adam, how are you?

0:13>> Alhamdulillah. Thanks for inviting me on

0:15the podcast, man. Really appreciate it.

0:16>> No worries, bro. Thank you for taking

0:17your time out. You know, you got a busy

0:19schedule. Now, just getting into it

0:22straight away. What made you get into

0:24the fragrance industry?

0:27Well, to be honest with you, I was

0:28exposed to perfumes from a young age. My

0:30father used to collect like these little

0:32oils from Dubai. You know those little

0:33little perfumes? He always like perfume.

0:35I mean, who doesn't like perfume?

0:37>> So, from a young age, we had this little

0:38fragrance cabinet and I used to raid my

0:40father's fragrance cabinet and try on

0:42the oils when he wasn't around. You know

0:43what I mean?

0:44>> So, from a young age, I was exposed to

0:45perfumes and I just fell in love with

0:47it.

0:47>> That's good.

0:48>> I never thought it'd become an income,

0:49but yeah.

0:50>> Yeah. A lot of people want to start, but

0:52they reckon they need 10 grand, 100

0:54grand, inventory, this, that, customs.

0:57How did you start off?

0:59>> Uh, in terms of money,

1:00>> in terms of money,

1:01>> um, I started with £300. Yeah.

1:03>> £300.

1:04>> Yeah. Yeah. I started with I started

1:05with £300. Yeah.

1:07>> How does How does that work?

1:08>> Um,

1:11so I'll give you a bit of a backstory.

1:12and had some I don't want to go too deep

1:14into my personal family issues but I had

1:16some issues at home and I left home and

1:18I went to the masid and I slept on the

1:20floor for 3 weeks

1:21>> and then after sleeping there for 3

1:23weeks on this mat idea occurred to me

1:26while I was while I was walking around

1:27that night that I should sell perfumes

1:29it's like almost like it's like it

1:31wasn't a dream it or a vision it was

1:33more like an idea just came to my head

1:35okay so I thought you know this is what

1:36I'm going to do and I was jobless at the

1:38time and I was applying for a lot of

1:39jobs and getting nothing

1:41>> and um I had a criminal record which

1:43inhibited me because um

1:46>> I don't want to go too deep into that

1:48>> but um you know there are other things

1:50you can sell that are addictive unlike

1:52perfumes. That's all I'm going to say on

1:53[laughter] that.

1:54>> So you know um had a bit of problems in

1:57that regard.

1:58>> So I thought to myself there's no other

2:00way. The doors of um employment are

2:02closed to me.

2:03>> So I had to force my own way. So what I

2:05did first was I found a plug that

2:07[snorts] sells oils and I bought some

2:09oils and I bought those little 3M

2:11bottles and I sat in the masjid filling

2:13it up and I said to the imam do you mind

2:15if I say I was like and he goes no do

2:18it. So the next day I put them in

2:20bottles on a little table and I took

2:22£100 and I had a helper with me called

2:25and I gave him 20 for the help

2:27>> and I thought to myself this is a good

2:28sign let's carry on. So that's how it

2:31started. I just started with those basic

2:333 mil bottles long before we had you

2:35know these kind of

2:37>> you know luxurious bottles.

2:38>> Luxurious bottles. Yeah.

2:39>> Long after. But yeah, that's how I

2:40started.

2:41>> And that wasn't the first business you

2:42started.

2:43>> No. No. I failed over three businesses.

2:45>> Over three businesses. And you you

2:47continued.

2:48>> Yeah.

2:49>> And what made you think differently of

2:51the perfume business? Uh um assuming it

2:54was your third or fourth business?

2:56>> Third.

2:56>> Third business. What made you think,

2:58okay, this time it's going to work. It's

3:00going to succeed. I think when you start

3:01any business, there's no guarantee that

3:03you're going to succeed. You never know

3:04if you're going to succeed. You just

3:05have to take the risk. And you know,

3:07with great risk comes great reward. So

3:09there's no guarantee. You just have to

3:11try.

3:11>> And I just with me personally, I just

3:13kept trying. I had a meal

3:15[clears throat] prep company before. I

3:16had a CBD business. We were supplying,

3:19but then COVID hit and that blew up. So

3:21you know, I just kept persevering. I

3:23knew I always entreprene I was always

3:25entrepreneurial. Um and I knew that the

3:279 to5 life just didn't suit me.

3:29>> Yeah. So, I had to find a way. And I

3:32think a hallmark of every entrepreneur

3:34is that they force it. They force it to

3:36happen. You know, you got to make it

3:38work.

3:39>> And um when you've got no other option,

3:42when you have to roll the dice and get a

3:43six, you're a different man.

3:44>> Mhm.

3:44>> You know, and I had no other income, no

3:46other option. So, that was it.

3:47>> So, I had to make it work.

3:49>> That's good. That's good. What was the

3:51biggest challenges you went through?

3:54>> Oh, that I could write a book on that.

3:56Um, expect everything to go wrong all

3:58the time. That's what I'm going to say

3:59[laughter] about that. Um, supplier. One

4:02time I bought from a supplier and he

4:03sold me some diluted oils. I couldn't

4:05sell them. So, I lost that was early on

4:07when I didn't have much capital like

4:09like we do now, alhamdulillah, we have

4:10more capital.

4:11>> So, you know, I couldn't sell those oils

4:13and, uh,

4:14>> you know, just getting mugged off by

4:15suppliers, um, glass manufacturers from

4:18China,

4:19>> so on and so forth. You know, it's just

4:20it's a learning curve. It's a learning

4:22curve learning curve

4:23>> and building trust with your customers,

4:26building your clientele and all that.

4:28>> I mean, how did that proceed? Because I

4:30remember I saw short you made about your

4:33quality of your oils that your quality

4:36of your oils have a standard

4:38>> and you will never ever ever lower that

4:40standard.

4:41>> Yes.

4:41>> Is that one of the reasons why customers

4:43keep coming back

4:45>> partially? But what it was is I was one

4:46of the first Tik Tok oil sellers. I saw

4:48Tik Tok starting and I thought this

4:50could be an opportunity to sell oils. So

4:52I was actually probably the first

4:54>> on Tik Tok to sell oils [clears throat]

4:56>> and um it started to do really well

4:58early on.

4:58>> Yeah.

4:59>> So um I managed to rack up some capital

5:02doing that and then um that's yeah it

5:05went from there.

5:06>> What was the lowest point you've had in

5:10your business with Royal Limited?

5:18My business is intertwined a lot with my

5:20personal struggles in life in family and

5:22other issues like that. So it's very

5:24hard to build a business when things go

5:26are going wrong at home.

5:27>> So it's hard to juggle those two things

5:29and I don't really want to go into my

5:31personal life too much but that was the

5:32hardest part for me you know managing um

5:36personal issues like I mean only

5:38recently a few weeks ago um a close

5:41cousin of mine attempted suicide and uh

5:45business stop was booming. I just moved

5:46into a new warehouse 3 weeks ago

5:48>> and a week later that happened.

5:50>> So I'm trying to support him and I'm

5:51trying to manage the business and trying

5:53to hire staff and orders are rolling in

5:55overnight. Like the ads are working like

5:57it's just I think that's one of the

5:59hardest things juggling your personal

6:01and your business life. Yeah.

6:02>> You know things are good at home then

6:03business is going to be okay. When

6:05things aren't good at home it's hard to

6:06manage a business. But I think that's

6:07what fortifies and builds entrepreneur

6:10struggle. You know there's um amongst

6:13entrepreneurs there's certain traits

6:14that are uh universal

6:17>> and one of those is fortitude and

6:18perseverance. You just don't give up.

6:21>> Giving up is not an option. There's no

6:22giving up you know I like when you build

6:25something from scratch it's like your

6:26baby you know it's like seeing your

6:27child grow you know and you'll have a

6:29cold day in hell before someone takes

6:31that away from you.

6:32>> So you have to have that mindset.

6:33>> Could you give us another example of a

6:35setback you've had and how you

6:36recovered?

6:36>> Yeah. So um I wasted about £50,000 on

6:39ads. Oh my god.

6:40>> Um, agencies start to approach you when

6:42you start to make b make money and they

6:44say they make promises. They say, "Yeah,

6:45you know, if you pay us 3k a month and

6:47then you do this ad, we're going to run

6:48your ads and then on top of that you

6:50know you do your ad fees on top. So now

6:51six six 7k a month and then we're going

6:53to do and then 6 months later they're

6:54not generating any profit and you I lost

6:57you know easily 4550,000 like that

7:00>> you know. So, and it's funny because I

7:02was advised by an entrepreneur before.

7:04He said, "Don't do that. Learn ads

7:05yourself." And I didn't take his advice.

7:07And that guy now is worth about 20

7:09million. His company's massive.

7:11>> I didn't take his advice. It just goes

7:12to show take advice from people who know

7:15>> what they're talking about. And I think

7:16even the Quran says that, you know, um,

7:19ask if you don't know, ask those who

7:20know.

7:21>> Yeah.

7:21>> So, yeah, that's that's that's the

7:24>> that's true. One more thing I want to

7:26ask is what's the biggest sacrifice that

7:29you've had to make with Royal London?

7:34>> There is a sacrifice in terms of time

7:36working 16 17 hours a day. 7 days a

7:39week.

7:39>> 16 17 hours a day.

7:41>> Yeah. Sometimes 18

7:42>> 18.

7:42>> Yeah. I work from when I open my eyes in

7:44the morning till I close my eyes at

7:46night.

7:47>> Seven days a week.

7:48>> Yeah. Seven. Yeah. 365 a year.

7:50>> Oh my god.

7:50>> I mean in in the past year I've probably

7:52taken one or two half days off. And

7:54those are half days, you know, even

7:56[snorts] the holiday I work. But

7:57>> when you love what you do, it's it's not

7:59a job, you know.

8:02>> What what was the biggest mistake you've

8:05made when starting off Freya Limited?

8:09>> The biggest mistake?

8:12>> Not listening to that guy who told me to

8:14learn how to run ads myself.

8:16>> That was the biggest that financially.

8:17That was the biggest mistake.

8:18>> Yeah.

8:19>> Yeah.

8:19>> Okay. And

8:21>> and also another thing I would say is

8:22scrimping on quality. Don't go for low

8:24quality bottles. Don't go for [snorts]

8:26low quality oils. Don't try and cut

8:28corners. Like one time I bought um some

8:30Gucci oud from a plug and it was watered

8:33down and then I I had a customer who's

8:35regularly buying off me. But I thought

8:36I'd try this other plug out cuz it was

8:38quite good. Uh he had a reputable name.

8:40I won't name him on this podcast. He's

8:42he's a big supplier

8:43>> and I lost a customer because of that.

8:44And that was a good customer.

8:46>> Wow.

8:46>> So you know, you live and you know. Is

8:48there a lot of jealousy in this space of

8:50fragrance?

8:51>> Unbelievable. I get people offering to

8:53burn my warehouse down all the time. I

8:56get crazy threats, death threats,

8:57emails. You wouldn't believe it, bro.

8:59The hate on internet is crazy. It's

9:01keyboard warriors, isn't it? When you

9:02got when you're not showing your face on

9:04internet, you can say anything you want,

9:06>> but they aren't going to say to your

9:07face, are they?

9:08>> Mhm.

9:08>> So, yeah.

9:09>> What about competition? Do you have

9:11competition with other

9:14>> We do have competition, but we blast

9:15them out the water.

9:17>> Yeah. they can't compete.

9:20>> I don't mean that in an arrogant way.

9:21I'm just saying, you know, in terms of

9:23>> um

9:24>> I think another thing as well when

9:25you're on TikTok live and you show your

9:26face.

9:27>> Yeah.

9:27>> People buy into you before they buy into

9:29the brand. And a lot of people like I

9:31just got a message now someone saying,

9:32"Oh, you're so humbled whatever." I'm

9:34not going to read the message or I can

9:36read it if you want to, but like people

9:37buy into you before they buy into a

9:39brand if unless you're a faceless brand,

9:40which you aren't. I'm the face of the

9:42brand.

9:43>> But I don't think I can be the face of

9:44the brand much longer given the volume

9:45of orders we're getting. I think I have

9:47to automate that system now.

9:50>> Do you have do you look up to anyone in

9:52this industry?

9:52>> Yeah, absolutely. One of my um funny

9:56enough, he called me last week. Uh Black

9:58UDL London when he did.

10:00>> Yes.

10:00>> When I first started out, I looked at

10:02his website and that's why my website's

10:03black because I modeled it based on him.

10:05>> Oh.

10:06>> And you know, I wanted to give him his

10:07flowers while he's I believe in giving

10:09people their flowers while they're

10:10alive. You know, telling them that

10:12you're my inspiration.

10:13>> You know, everyone gets their flowers

10:15when they're dead. when the janaza in it

10:17but I told him to his face bro you

10:18really inspired me

10:19>> another one is CEO Kazzy who I met

10:23another one is Adam Buer a Palestinian

10:25refugee

10:26>> who's absolutely dominating the world

10:28right now

10:28>> I've heard he's very humble

10:30>> oh bro he's amazing he's such an amazing

10:33brother who really stood out to me

10:38>> have you ever considered giving up

10:40starting Ry Limited

10:42>> never crossed my mind for a second for a

10:44second I There were times when I

10:46started, I had bunches of stock in my

10:48garage in my mom's uh living room

10:50>> and nothing was moving for a month and

10:52I'm looking at thinking how am I going

10:53to sell this? But I just never gave up.

10:55>> And I think it's partially to do with

10:56that vision.

10:57>> That vision that I feel like God

10:59inspired me

11:00>> that kept me going.

11:02>> Did you have any uh visions quotequote

11:04visions of um or any I remember dreams?

11:08>> I've heard Yes. For example, dreams.

11:11It's advisable not to expose dreams from

11:13what I've been told, but a few people

11:15have had dreams and um all I'm going to

11:17say about that is um there have been

11:18some very good dreams regarding us

11:21regarding our business. Yeah.

11:22>> Yeah.

11:23>> Okay. Have you ever considered making an

11:26exit with Royal London after a certain

11:29uh amount of revenue

11:32or do you want to keep

11:33>> when you build something from scratch,

11:34it's hard to let it go? You know, it's

11:35hard% if somebody offers you let's say

11:3710 mil.

11:39>> No, no, I wouldn't. You wouldn't sell

11:40the company?

11:41>> Not for 10 mil. Not for 10 mil.

11:42>> How much would you sell the company for?

11:45>> I probably wouldn't sell the company.

11:47What I would do is I'd sell a stake in

11:49the company and retain the majority

11:51share.

11:51>> Oh, okay.

11:51>> Or the or the reverse, maintain a

11:53minority share and sell them.

11:55>> But just But to be honest with you, this

11:57is a family-owned business. You know,

11:58it's a small business.

12:00Anything under like 20 million is

12:02considered small by like the UK

12:03government anyway.

12:04>> So annually. So like, you know, we're

12:06only a small business. So I'm not even

12:07thinking about selling or anything like

12:08that right now.

12:09>> Okay? you know, I just want to carry on

12:10doing what I'm doing. Uh, creating, we

12:13started with inspired buys only because

12:14that's what I could afford, but now we

12:16work with independent perfumemers to

12:17create new

12:19>> products and Rayan niche. I want to

12:21become my own independent niche house

12:22and we're transitioning right now into

12:24that.

12:24>> For example, I don't know if you've

12:25heard of like boozy puli. I've got one

12:27here.

12:28>> It's fabulous.

12:29>> It's really um it's really really nice.

12:31a rum, citrus, protrudy scent and uh

12:33scents like that start to do much better

12:35than I inspired by you know cuz people

12:37are always looking for like the new the

12:38new niche the new independent indie

12:40houses. So that's the direction I'm

12:43taking the business in.

12:44>> Okay. What was the hardest part of

12:47growing Royale London Limited?

12:50>> Showing up when day after day when you

12:53make zero sales.

12:54>> Wow.

12:54>> Churchill said something very

12:56interesting. He goes strength is going

12:59from failure to failure with no loss of

13:01enthusiasm.

13:02>> Not that I admire him in terms of

13:05certain aspects of who he is,

13:07>> but I think that quote is very powerful

13:08and very relevant.

13:09>> You know, to go from loss to loss

13:11without enthus any loss of enthusiasm.

13:14>> That's what that's that's serious.

13:15That's a warrior.

13:16>> What separates people from those who

13:19succeed and those who give up?

13:20>> Perseverance.

13:21>> Perseverance. You've touched upon

13:23perseverance.

13:23>> There's billionaires that sell concrete.

13:25>> Yeah. Okay. Meaning for for fragrance

13:28brands, you've talked about perseverance

13:29and no sales coming in. Talking about um

13:33your

13:33>> those lessons, those templates can be

13:35applied to any business. I can sell

13:36tires tomorrow. Just apply the same

13:38template.

13:39>> Run the ads, get the do this, do that,

13:41blah blah blah, you know.

13:42>> So the key you were talking about is

13:44perseverance. Yeah.

13:45>> Perseverance and also learning how to

13:47market the product depending on your

13:49industry.

13:49>> Mhm. And you weren't camera shy, were

13:51you, when you first started Royal

13:52Unlimited?

13:53>> I've never been camera shy.

13:54>> You've never been camera shy? I've

13:55always been a bit of a talker.

13:56>> Yeah.

13:57>> So, you're comfortable with um being in

13:59front of the camera marketing for your

14:00brand?

14:01>> Yeah.

14:01>> Well, I mean, I did Tik Tok lives for

14:03years.

14:04>> That was how we generated income. Now,

14:06it's got to the point where we don't

14:07even barely do lives

14:08>> cuz our name's quite known and our

14:10website's quite successful. You know,

14:12word of mouth very powerful.

14:13>> 100%.

14:14>> One person shows a person to another

14:15person and now

14:16>> you've got that that customer for life.

14:18We've got such a high lifetime value of

14:19a customer. I've I had a customer

14:21recently buy 112 oils in one go on a

14:23live

14:24>> 112.

14:24>> Yeah. The value was 3.2K. [snorts]

14:28>> That was his first purchase.

14:29>> And did you fulfill that

14:31>> order? Yeah.

14:32>> Back to straight away. [laughter]

14:34>> Said out the next day.

14:35>> You know, in this fragrance industry,

14:37there's so much competition. How do you

14:39stand out?

14:42>> I don't know if I do.

14:46H

14:46>> I don't know if I do

14:49>> cuz I'm assuming of course you're

14:50growing, your brand is growing.

14:52>> Yeah.

14:52>> So do you reckon there's any any traits

14:55that's pushing you towards that growth?

14:59>> I think our quality is high and

15:03people like the brand narrative. People

15:04like underdog story. People like when

15:07you start from nothing and you never

15:08give up and you actually have a really

15:10good quality product behind you. So

15:12those two elements tie together and I

15:14think that's what propelled the brand

15:16forward,

15:17>> you know.

15:18>> So what's one piece of advice you'd give

15:21to aspiring businessmen, people who want

15:24to sell and people who want to get into

15:27the fragrance industry?

15:29>> Specifically the fragrance industry.

15:31>> Yes, specifically fragrance industry.

15:33>> Um I have to think about that one piece

15:36of advice. Don't skimp on quality. Don't

15:39skimp on quality. M

15:41>> don't get cheaper ingredients like for

15:42example boozy pichuli there's a shortage

15:44of puli globally right now but I don't

15:46care I'll pay double the price just to

15:48just to make sure the quality is good

15:50>> you know I'll pay more to have

15:52pressurized atomizers

15:53>> you know I'll pay more to have um

15:55>> whatever is needed

15:57>> Mhm.

15:57>> Yeah.

15:59So you value of course um the customer's

16:01satisfaction making sure they they

16:04return they buy

16:05>> customers what build the brand.

16:06>> Yeah. A lot of people what they do is

16:08they lower the quality of the oils and

16:10they think the sales will continue but

16:11then they see a drop in sales in a few

16:13months time.

16:14>> Yeah. We only go up in quality. We never

16:16go down.

16:17>> We only go up in quality.

16:19>> Regarding scaling a company

16:22>> how what is your opinion on that? How

16:24would you scale your company?

16:26>> Scaling just means getting more eyeballs

16:28on the brand and getting more purchases.

16:31That's all scaling means.

16:32>> Mhm.

16:32>> So there are various avenues to do that.

16:34Running ads is one. Sending products to

16:36influencers is another one. Giving out

16:39free products is another one. Doing

16:40street interviews is another one.

16:42There's endless ways to scale.

16:44>> Okay.

16:44>> Um training staff, hiring staff. That's

16:47something that I've had to learn to do

16:48now

16:49>> cuz I can't pack the orders myself now.

16:51>> I've had to teach people how to train uh

16:54other staff. So, you're teaching someone

16:55how to pack and then you're teaching

16:56them how to teach how to pack.

16:58>> So, do you see what I mean? You're

16:59giving them the skills, the tools

17:01necessary to grow a brand. Yeah, it

17:04seems like you're you're working on a

17:06lot of departments cuz in big

17:08>> six seven jobs at once.

17:09>> Yeah. In big companies like where

17:11Kazzy's at at the moment. He has um

17:14Yeah. He has one decision to make and

17:15it's an important decision, right? With

17:18the position he's in now. But you it's

17:19like because you're still growing and

17:21scaling, you've got to do this that

17:22that.

17:23>> Yeah. I do six, seven jobs at once. I'm

17:25the purchasing manager. I'm the ad

17:27manager. I do the videos. I do the

17:29editing. I do the We're doing a podcast.

17:31Yeah, I I just do seven, eight jobs in

17:33once.

17:34>> Are you looking to scale back a bit?

17:36>> Back a bit. Only up.

17:37>> Only up.

17:38>> What do you think of burnout, bro? Do

17:39you think that exists?

17:42>> Yes and no. Burnout [clears throat] only

17:44exists when you're not winning. If

17:46you're winning, burnout doesn't exist.

17:48You'll get endless energy from the

17:50universe. When it's only when you're not

17:52winning, burnout exists. Trust me. If I

17:54told you, I'm going to give you 10 grand

17:55every day, every single day to do

17:58something, you're going to you're going

17:59to carry on doing it every day. You're

18:00not going to get burned out. and I'm

18:00going to put 10K in your account every

18:02single day for 5 years straight. Are you

18:04going to have burnout?

18:05>> You know, even if I told you to work 10

18:07hours and do this 10 hours, are you

18:08going to burn out for 10K a day?

18:09>> No. No.

18:10>> There you go.

18:11>> That's that's a good that's a good way

18:12of thinking about cuz I've heard um some

18:14other people say, of course, there is

18:16burnout. But the way you've framed it,

18:18that's true. There won't be no burnout.

18:20>> I think the burnout mostly comes from

18:22stress happening in your personal life

18:24more than your business life. because

18:26business you expect problems to go wrong

18:27but in your personal life you can't

18:29anticipate that you know for example I

18:31mentioned before a family member of mine

18:33attempting to end their own life or um

18:36you know you can have a death in the

18:37family or you could have um problems

18:39with your parents or your children or

18:41whatever like that you know so those are

18:43things you can't predict but you just

18:44got to roll with the punches man

18:46>> you got to roll with the punches bro you

18:48can't let no

18:49>> it's tough it's tough

18:50>> you got to have you got to have endless

18:51perseverance

18:53>> what's something behind the scenes we

18:55don't that you go through a lot in your

18:57company.

18:58>> I document a lot of behind the scenes.

19:00That's where we separated ourselves from

19:01other brands. I've shown people how I've

19:02grown from the living room to the

19:04warehouse to this from, you know, doing

19:06£1,000 a week to now doing five figures

19:08a week to now.

19:10>> You document everything.

19:11>> Yeah. Yeah. Yeah. Yeah. That's what

19:13separates us. We like to show and

19:14include people. I think that's what

19:16we've done different is we've included

19:17people in the brand growth by showing

19:19them how it's done. And I want to do

19:22that inspeam

19:38love perfume.

19:39>> Did you lose friends and family along

19:40the way in scaling Royale Limited?

19:44>> Yeah. Yeah, I did. You know what it is?

19:46When you have a certain mindset and

19:47other people don't align with that

19:48mindset,

19:49>> it's naturally you're going to fall

19:50apart. You know, if your friends want to

19:52sit in a car park and smoke weed all day

19:54and uh you want to build um a 10 million

19:56pound company,

19:57>> you're not going to align for very long.

19:58You know, your paths are going to

19:59diverge. And that can happen with

20:01friends, with family, and that's just

20:03part of the process. As you develop and

20:04grow,

20:05>> you lose people along the way. You lost

20:07friends. I've lost friends and family on

20:09the road to success or on the road to

20:11success. Not saying that I am

20:12successful, but on the road you will.

20:14Yeah. Yeah. You will. You are and that's

20:16part of the that's part of the journey.

20:18That's part of the journey% and expect a

20:19lot of jealousy as well.

20:20>> Yeah.

20:21>> Expect a lot of jealousy.

20:22>> Do you mean amongst competitors or

20:23amongst

20:24>> uh family and friends?

20:25>> Oh wow.

20:26>> Yeah.

20:28>> Yeah. Is it when they

20:30>> who threw Yousef in the well?

20:32>> The relatives. The brothers.

20:34>> Brothers. What's closer than the

20:35brother?

20:37>> This bottle premium. Mashallah. Boozy.

20:39Puli. What made you think of black and

20:42gold?

20:43I felt like black and gold conveyed

20:45luxurious colors.

20:46>> I also took inspiration from the brand I

20:48mentioned before, Black Goo London. I

20:50really liked black bottles. I felt like

20:52they scream luxury and I think black and

20:54gold contrast nicely.

20:55>> Yeah.

20:56>> You know, they're my favorite colors,

20:57black and gold.

20:58>> The amazing thing about this, it's not

20:59just me. My cousin was saying as well,

21:01it leaves a trail the next day, which is

21:03amazing. I'm not sure if you realize

21:05that.

21:06>> How long did you spend on making this

21:09boozy pure? We work with a network of

21:11perfumers in Turkey and America in

21:13various different countries in Dubai and

21:14they manufacture various different

21:16things for us based on our needs and

21:17then I literally get a collection and I

21:19select various things and that's how we

21:21do it from there. So I outsource that to

21:23perfumes independent perfumemers

21:25>> because I whilst I am um a selftaught

21:27perfumer on a small level. Yeah,

21:29>> it's a lot of effort and testing months

21:31and months and months and I don't have

21:32the time to do that or running a

21:33business.

21:34>> Mhm.

21:34>> So that's how I get around that.

21:37>> Okay. Do you know what a GCMS machine

21:39is?

21:40>> GBHC. GPLC.

21:42>> Okay. No, it's some other thing.

21:44>> Yeah. You basically you run a um

21:46compound through it

21:48>> and then it gives you the breakdown.

21:49>> Yeah. Yeah.

21:50>> Yeah. Yeah.

21:51>> I did pharmacy at university, so I've

21:53actually used the machine. I've used Oh,

21:55that's that's amazing.

21:56>> You can put anything in then it'll break

21:57it down to the components

21:58>> for like paracetamol.

22:00>> Yeah.

22:00>> Or boozul.

22:01>> Yeah. Yeah. That's mad. Apparently what

22:03these um dupe companies do is they put

22:05it through that and try to copy. But

22:08does that actually work or

22:11>> I think dupes are nowadays very very

22:13very very close to the original but I

22:15think originals do have a slight edge

22:17over

22:18>> like there's some sense you can't fully

22:20copy like my ammoage outlands is

22:22probably the closest you're ever going

22:23to get

22:24>> but I don't think that can be duper

22:26footy

22:26>> maybe 98%.

22:28>> Has success changed the way you see

22:30money people and yourself? I wouldn't

22:32know. I don't think I'm successful yet.

22:34But um I think money is just a tool.

22:37Money is like just a tool that you can

22:40use to free up your time.

22:42>> You know, it's not something you should

22:44hoard. You use it to free up your time.

22:46It represents freedom. Money is freedom.

22:48A lot of people want a million pound or

22:49a billion pound a year. But for what?

22:51What are you going to do with that kind

22:52of money?

22:53>> Like you know there's only so many cars

22:54you can drive. There's only so many

22:55houses you can have. Yeah,

22:56>> you know, at one point you have to

22:58understand that the most important thing

23:00you can have is freedom over your time

23:02>> and that's all I ever wanted to achieve.

23:05>> Alhamdulillah, we've reached that goal

23:06now. So now it's just onwards and

23:08upwards from here.

23:09>> But money to me is not about hoarding

23:11it. It's about reinvesting it and using

23:13it to liberate my time. That's the

23:15reason why I can come on this podcast. I

23:16don't have to be in the warehouse

23:17packing orders,

23:19>> you know.

23:19>> Amazing. So most of the profit you make

23:22in the company

23:24>> straight back to reinvesting. Yeah.

23:26>> Yeah.

23:26>> Okay.

23:27>> Yeah.

23:27>> As you know, we only make 12,570 a year.

23:30[laughter]

23:31Obviously, all business owners make

23:3212,470 [snorts] a year, right?

23:35>> Yeah. Shout out HMRC.

23:37>> What's one failure, Adam, you've had

23:39where you're actually grateful it

23:41actually happened?

23:42>> I failed the third year of university.

23:43So, I studied pharmacy at King's College

23:45London.

23:46>> Mhm.

23:46>> And uh I failed at the end of third

23:48year. And at the time, I thought

23:50basically my life was over cuz I in my

23:51mind when I was like, you know, when

23:53you're 18, 19, you're a kid, right? you

23:55think your life path is set out for you.

23:56You're going to be a pharmacist and I

23:58was going to do this and do that. But if

24:00that never happened, right, I would

24:01never have built, you know, and now my

24:04own classmates call me up, ask to work

24:05for me. So how the tables turn, you just

24:08never know what failure is going to lead

24:10to

24:11>> where you're going to go

24:12>> just like Yousef in the well. I draw a

24:14lot of inspiration from that story.

24:15>> You know, if he was never in the well,

24:17>> he would never have been the Aziz, the

24:20financial minister.

24:21>> So sometimes one bad thing happens and

24:23it opens 10 good doors.

24:26with the hardship comes the ease

24:27together. You know what I mean?

24:28>> So that's what I would say about that.

24:30But yeah.

24:31>> Okay. That's very good. And um when do

24:34you think you'll reach seven figures

24:36monthly revenue?

24:38>> Seven figures monthly.

24:39>> Yeah.

24:39>> Logistically there's a big difference

24:40between five six figures a month to

24:42seven. I don't know bro. I can't I can't

24:44I can't tell you that. There's there's

24:45no way to know. Only Allah knows.

24:47>> Okay.

24:47>> Yeah.

24:48>> And um I'm not really fixated on on

24:50revenue as such. It's more like I'm just

24:52enjoying the journey, enjoying the

24:53growth, enjoying building things.

24:55>> I think that's another element as well

24:56to add to entrepreneurship. You have to

24:58enjoy building and growing

24:59>> more than just stacking cash and looking

25:01in your bank account and going, "Oh,

25:02com." That's just the wrong mindset.

25:04>> That's good you've touched upon that

25:06because we were speaking about burnout.

25:07And because you have that in mind, that

25:09mindset, you're not going to get burned

25:10out.

25:12>> Cuz a lot of people they get burned out.

25:14It's cuz their goal, I would say, is

25:15just money, money, money. And then of

25:18course when they get the money they're

25:19[snorts] just like what do I do now?

25:21>> Yeah.

25:21>> Yeah.

25:22>> Because they didn't have a goal beyond

25:23money. Their their goal was just to

25:24start the cash. They didn't have a

25:25vision you know what to do with that

25:27money. What are you going to do with a

25:29million pounds?

25:30>> You know there's a saying in Udu. I'm

25:31Mian so I don't speak Udu but maybe you

25:33can translate. The saying is the rich

25:36man and the poor man both eat potatoes.

25:38>> At the end of the day bro no matter how

25:40much you got in your account

25:42>> you're still going to eat rice and

25:44chicken. You know,

25:46>> how many Lamborghinis you going to

25:47drive? You can only drive one car at a

25:49time. How many houses you going to have?

25:50You can only live in one house at a

25:51time.

25:52>> How many Louis V shirts are you going to

25:54have?

25:54>> You know,

25:56>> Yeah. Yeah. Know. So, yeah. Hope hope

25:59that point is is clear.

26:01>> Yeah. Adam, you've explained your

26:03mindset in this podcast. You explained

26:05perseverance. You've gave advice for

26:08viewers and for the listeners. Thank you

26:10so much for giving your time.

26:11>> I can inspire other people to pursue

26:13financial freedom and

26:15>> Yeah. start their own venture.

26:16>> Yeah. Start their own venture in

26:18>> grab the youth because I feel like

26:19nowadays, you know, given the given

26:21music and the way the culture is pushed

26:23onto kids, they feel like the only way

26:25to make money is to do haram and stuff.

26:27They don't realize that there's so many

26:28other ways to make money.

26:29>> Yeah, 100%.

26:30>> There's so many great ways to make halal

26:31money.

26:32>> That's really important.

26:33>> That's very important.

26:34>> And have a vision beyond money. Have a

26:36vision to like, I don't know, build an

26:37orphanage or,

26:38>> you know, do something [clears throat]

26:39amazing or, you know, build a masid or

26:42do something good with your money.

26:43>> Yeah. you know, give it all away cuz you

26:45going to take it with you when you go.

26:47>> Yeah.

26:47>> So before you die, give it all away. Why

26:49not?

26:51>> And do you have plans of that?

26:53>> I'd like to keep that private.

26:55>> Adam, thank you so much for coming on,

26:57giving us your time.

26:58>> Appreciate that. Thank you.

26:59>> And I'm sure everybody knows Royal

27:01London. I don't need to explain. I don't

27:02need to give any links or anything. And

27:06inshallah, we see you coming back to

27:08this podcast soon in the level of seven

27:10figures monthly revenue. Inshallah.

27:13Thank you guys for watching if you made

27:14it to the end. Uh my name is this is

27:17Business is boring. I'll see you in

27:20episode two inshallah.