Just do it! How Judith Williams managed to build a cosmetics empire as a single mother!

Woop woop, Judith is celebrating with her brand Judith Williams Cosmetics 15th anniversary! We met her for the big birthday interview: Here she talks about the hurdles she had to overcome at the beginning, which “angel” helped her and why her own skin played a big role in the founding.

Back then I asked myself: When I look back at 80 years old, what kind of life would I like to have lived? Do I want to have adventures and take risks? And did I follow my calling? I have always been someone who started new things and took on projects. My friends tend to focus on security and continuity in their jobs - which also gives me support. But I had a desire to do it differently in some way - and that's how the founding adventure came about.

Oh yes (laughs). I had major skin problems at the time. She was sensitive and wrinkled easily when she was too dry. I was constantly trying products without success and it was incredibly frustrating. At some point I thought to myself: Imagine if you could develop something that suits your highly sensitive skin - and also helps many other women. One thing led to another!

I still remember exactly how the first sample came from the laboratory. It was an eye-opener for my skin! She was so calmed, deeply saturated and plump. That was an absolute blast! But until the launch you don't know: Will the customer buy it? Can I convince her? Of course, I can tell you about my own experience. But the customer has to feel and experience the same thing. This is the only way to make it a success. Luckily, the first broadcast exceeded all expectations. It was the most successful cosmetics launch ever in the history of European teleshopping.

No, that was raising capital. Getting the bank to support my project was the first hurdle. We had to have enough money to actually produce the goods and to be able to stock the entire shipment. I knew that we had a mega recipe. But thousands of pieces of the puzzle had to fit together perfectly: production, delivery on time, etc. It was really a nerve-wracking time, because you are taking a big financial risk with a start-up like this.

I had the feeling: I have nothing to lose. If it hadn't worked out, I would have simply continued working for other brands. My great passion has always been to advise people and customers and help them get their most beautiful skin. Of course, it's different if you can do this with your own product than if you get something ready from others.

That wasn't easy back then and was a really big challenge. She had just been born and I was a single parent from the start. That's why I can understand single mothers extremely well and the hardships they often face. At this point I would like to say something: If you have someone like that in your circle of friends, just offer to be there for an hour. You can use any help! If you don't have a safety net of friends and family, it's really hard.

I have an angel in my life. Thank God, that's my mother. I couldn't have done it without her. She packed up the little one and drove to the studio with me. We made the wardrobe cozy and I was able to breastfeed during breaks. I would like for many more women to be able to take their children with them to work. And of course I would want a mom like that for others (laughs).

The moment you're pregnant, everyone starts protecting you. Of course you should listen to your body, but I wasn't sick, just pregnant. But then it was said: So, now you're staying at home for three years. But that's exactly what I didn't want. Of course I wanted to be there for my child, but I still wanted to continue my professional life. I think that society still tells women far too much about how a mother should be and whether she can work or not. I find this thinking so old-fashioned! Every woman should be able to decide individually what is the right path for her. And if a woman also wants to work, the question should be: Hey, how can we support and relieve you so that you can stick with it? Yes, there were a lot of hurdles in this regard that I had to overcome. Only noticed in your heads!

Clearly: more calm, less fear. I was thinking way too much. Fear is the most destructive form of all. Use your creativity and thinking for what can happen in the best case scenario - not the worst case scenario. If there's one thing I've learned during my journey, it's this: just do it. You notice on the go whether something is working or not.

First: name, product and purpose must match, there must be a harmony. Second: Don't confuse your customer. Always ask yourself: Does my customer even understand what I want or are you just dying in beauty? Sometimes products are good in principle, but are so complicated that the customer is overwhelmed after just five seconds. And thirdly: don't get carried away. Keep your product selection relatively small at the beginning and try it out. Nobody knows you at the beginning anyway. Later, when you notice that things are going well, you can ask yourself: What else does my customer want from me? And then you can really get started!