Episode 32 | Sophia Noreen's Interview with Munira from Hijab Forum

In this episode...
We’re here for you!
This episode is a little different, because I am being interviewed by Munira from Hijab Forum, which is another great podcast. I thought this interview was so great that I thought our listeners would love listening to it. Plus you get to learn about me a little bit more! If you want to catch the Hijab Forum podcast you can click on the link here or follow Hajiab Forum on Instagram @hijabforum.
Remember, if you have any questions about today’s interview, you can send us an email at [email protected].
Enjoy!
Sophia.
A Team Dklutr Production
Episode 32| Transcript
Welcome everyone here at Boss It. We would love to hear from you. Join us in our Boss It community by heading over to our website, bossitclub.com and join our mailing list. As we grow, we will be launching our community of fellow Boss It BFFs, and we want you to be a part of it. Okay, Sophia Noreen, let's dig into this. I can't wait to tell them all about how we got here.
Sophia Noreen:Welcome to the Boss It Podcast. My name is Sophia Noreen and I took an Etsy startup, and launched it in big box retailers within 12 months. As a creative with an entrepreneurial drive, I left my full time career in healthcare to find better harmony between career, family and self care. We believe you can have it all. Yes, you can launch and run a successful scalable business while maintaining harmony in all aspects of your life. We believe we can learn from each other and draw on many experiences to create the best life possible. During each episode, we will share proven life hacks that will keep you on top and striving every day. There should be no hesitation. Make a plan. Take action. We are here for you. Hello everyone, and welcome to
the Boss It Podcast.
Sophia Noreen:My name is Sophia Noreen, and I am going to be sharing an interview that I
did with Munira from Hijab Forum.
Sophia Noreen:And the reason I thought we should share this interview with you guys is because
me and Munira speak about
Sophia Noreen:many things specifically about one incident that occurred in my life last year and how it affected the business. As I always say, your business life and your personal life are very much intertwined. So one does affect the other. And I thought by sharing this interview, it will give you a little bit more perspective on some of the trials and tribulations that a business owner like myself has to go through in order to continue on and make the business as successful as possible even when circumstances are not the most ideal. Guys, this interview is really great, and I hope that you enjoy it. If you do want to
check out Munira's podcasts,
Sophia Noreen:you can
find her at Hijab Forum.
Sophia Noreen:And if you have any questions at all about the content that we cover in the interview, you can always email
at [email protected]. Okay guys,
Sophia Noreen:enjoy the interview.
Munira Mohamed:Hello, and welcome back to the Hijab Forum Podcast. My name is Munira, and today I have Sophia Noreen with me who wears many hats. She started off her career as a registered physiotherapist and went into management at hospitals, but always wanted to give back to the community while being able to express her values. She always had a burning passion for starting her own business, so she decided to pivot her direction to focus on what mattered to her most. And we will dive into all of that and many, many more. So without further ado, I present to you Sophia.
Sophia Noreen:Hi, everyone. How's it going?
Munira Mohamed:We're good. So before we get into the good stuff and all the good things about you, can you just give us a little rundown about you and the work you've done to date?
Sophia Noreen:Yes, so you did a pretty good job of covering who I am. I'm a mom, I'm a wife. I am a registered physio-therapist and I worked for about 10 years, almost 10 years in a hospital. When you're working frontline, you get a lot of perspective for life, and that life is very short and we should do as much as we can in the time that we have here, and you summed it up really nicely. I still work as a clinic manager part-time to be able to balance work- life, with the kids because I have two daughters, and I decided to go ahead and start a product-based business called Also Sophia. That is currently selling in big retail, direct to customers for an e-commerce website, and then of course, on big shelves. This year we'll be at Walmart. Hopefully, fingers crossed, for that. So that's me in a nutshell, and this has all come about. This change in my lifestyle and career path has taken a fold over the last three years, almost.
Munira Mohamed:That's Amazing. Before this, I guess you did touch on what you were doing before you got into the industry. Is there an area of expertise that you've learned along your journey, like a tool or a tactic that other Muslim women who want to pursue their passion that they need to know about, but probably don't?
Sophia Noreen:A skill or a tactic, like an approach?
Munira Mohamed:Yes, exactly. Something that you've come across that you've perfected.
Sophia Noreen:I would say, knowing who you are and really listening to your own voice. Unfortunately, a lot of ways, but women in general, and I think more so in the Muslim community, give our voice to others and we don't listen to our internal voice. Yes. If you really think about it, you will rely on your parents, your siblings, elders, you may rely on friends for advice and that's great, that you do rely and you take counsel, but you do need to listen to your own voice. If your own voice is saying, you want to do something, you want to pursue something or you don't want to pursue something, then you should listen to your own voice as well. You should not discount it because it's your own voice, and I think that really has to come. It really comes back to the confidence that is instilled in you as a young child. And again, that's going down like a therapy line, your formative years and what you've had been brought up with, so we won't go too deep into that, but I do feel that our community, especially as women, we do default a lot of our decision-making to others when we really should take it upon ourselves and say: Okay, this is actually the path that I think is more appropriate for me. A lot of individuals are default to the parents, which is normal and in many circumstances that's normal. But I would say if you have a strong urge or sensation to go and do something, I would say speak up. Most things that I have done actually to date I've had to, I wouldn't say fight, but definitely it wasn't easy. Some people would say actually it was a fight, but there was many things that I think individuals take for granted that unfortunately as Muslim women we do have to fight for .That would be the approach that I would suggest, that many women try to diplomatically use your voice and be persistent. Don't give up. If somebody says you can't do that, or that's not appropriate, just go about it and do it in a different angle and see if that angle will be easier for you to accomplish what you're trying to go and do.
Munira Mohamed:Yes, honestly the underlying theme I'm hearing here is the fact that you just don't give up and don't take no as a no forever. It's a no for that tactic or that strategy, and just refine it and be purposeful in the best ways possible until you get it to fit exactly what you want it to do for you. Thank you for that. That's a very good piece of advice that you've shared. Now that you've come this far, can you give us a time in your journey that you considered to be your worst entrepreneurial moment, and tell us that story and we'll explore more about that and the lessons you've learned.
Sophia Noreen:It's pretty deep, and I will share it with you and your listeners, but last year during COVID, my dad suddenly passed away. It was unexpected. We were unsure if it was partially due to COVID, not going into too much of the science, but of course was ill and the COVID may have caused delay in his medical treatment, and or he may have had it and it was a false negative that came through as a test. So last year at this time, what happened was Walmart, it's exactly a year. I would say at this time, Walmart shipments were delayed. They were coming through. We were very fortunate to work with a very good logistics team that was being very courteous, given the circumstances. I had just signed up with them. They hadn't even finished onboarding our company, but they knew that: Okay, her dad is ill. Walmart is a big company that we want to make sure we get. They pulled together and they started doing all the work on the back end, and I would say it was the worst experience only because it was that moment where my vision was to get the products on the shelf, because that was the whole point of the company. Making Eid and Ramadan available for everyone in a retailer that it's available all the time, or available to most many it's accessible. That was happening in tandem with my dad being sick, so I was taking calls in the ICU. It was a bad experience in that. I couldn't celebrate at the same time, I couldn't celebrate that at all. So even with COVID, I couldn't celebrate seeing the products on the shelf, doing the work that we had done. Somebody else was capturing the photos, which was fine. I knew they were there and I knew people who we're experiencing it, but just a lot of unfortunate circumstances that came together. What I would say, which came out of that was I had to be as resourceful as possible during those moments. I could not do those things by myself. I had to lean on others, and I had to trust others to get it done. If the warehouse, for example, couldn't get it done, I had an assistant working with me as well, who was trying to do things in the backend. If they couldn't get it done, then I would have had to say, that's fine. It's not meant to be. We can't control all of these things. After 2020, many things that people had planned were canceled. Many events were canceled, and in the grand scheme of things, these are all moments in life, and at the end we all pass away. So we just take every moment, be it good or bad in our perception as a moment to be grateful for. So I'm still very grateful for all of the experience I had at that time, because it gave me perspective. If something falls through and it doesn't work out, at least your health is there, your Iman's there, so you have to be grateful for it all. I guess that's really the bottom line, and then be as resourceful and trusting with others as wel.
Munira Mohamed:Oh my God, that's the two big pieces I was about to say. Being able to lean on others because nobody builds a company ground up despite themselves. There's no possible way, unless you are living 10 lives within yourself. In saying that collaboration is key, integration to other, even other people's opinions really do have weight and businesses, especially when you're dealing with big box companies. Big box companies shop customers are people from diverse backgrounds and diverse nationalities, so when they come to the store, you have to be able to cater to what they're looking for, but staying within your values and your means, and Sophia, your brand is very connected to the Islamic faith. You sell, Eid and Ramadan decor which is so amazing. I always talk about shopping local, but in this sense, technically we're supporting our Muslim sister who put those items on a big box shelf to meet the bridge of the gap. I think between business, with the ability to connect with a bigger audience. So thank you, and you're bringing it to more common ground areas where it's a safe space for everybody to shop. That is something I think that you also have, I give credit to you on that front, and this is not going unnoticed. Thank you for sharing your father's story. I know that must be something they don't want to talk about, but thank you for trusting us with that information And so in saying that, was there a moment where you're like: Oh my God, I made it. I did it. All this was not for nothing, and what was that when you're like, Alhumduillah, this is what I was working so hard for.
Sophia Noreen:I usually say Alhumduillah all the time anyways, because I think this is the fallacy that I think everyone who's considering going into business needs to understand. It doesn't matter what your goal is. This is I think something that humanity needs to work on, and me of course included in this, that we always want more. I actually have not said I've made it, I say Alhumduillah, I'm so happy. I get so happy when I see the products on the shelf, I get so happy when I see the products in people's hands and actually enjoying. Making the wreaths, like putting the flowers on and hanging on their door, or the kids painting or the kids making the cookies, and all these products that I'd said that I think that would work for our customer. I think our customer would enjoy this. That's what I'm really grateful for. But I have not yet felt like I've made it. It's a human flaw. Of course I aimed and said, I wanted those products on a big shop retailer shelf to basically break down the barriers, our mission is to break down barriers so everyone can have the fun. We broke down the barriers, we created a product that was suitable for a big shelf. It comes down to packaging. It comes down to the price point. It comes down to where it's manufactured, supply chain. There's quite a few steps before it actually hits the shelf. And then after that, going home, the customer enjoying the product. I think to answer your question and sum it up, I haven't said that we've made it, but all those little parts make me entirely grateful that we're able to accomplish that step, and then eventually get into the home. It's a human flaw. I have not yet said to myself, we've made it. And I think, there's more that we can do, maybe that's why. Maybe I feel that we're not done with the journey yet, and there's more to come. Maybe that's why, but I think it's also a flaw of humanity that we're just always looking for more.
Munira Mohamed:No, I hundred percent agree with you. I think that we always strive for more, especially when it's something that you're working on yourself. This is your legacy. If you want to say it in those terms. So in a sense that you're literally giving yourself to the company, and you want your work to look perfect. Obviously perfection is subjective, and obviously I brought them to the person who is looking at it from the other side, but we're never ready. We're never a hundred percent ready, but the fact that you tried is enough for people to be like: Oh my God, I can do it too. And you're sending a message to other Muslim brands who don't feel that they can make it to the dominant society to connect with the world, the common world, to make it normalize to celebrate Ramadan, to make it normalize to celebrate Eid, and be okay with talking about it and publicly at work. How many times have you had in your past or in your schooling years, I'm just speaking from my own experience and maybe you can relate, where you couldn't even say: Oh, you have to have a day off because of Eid. Even requesting time off was so embarrassing because you look like you're forcing them to say yes. But now when you see big box stores, when you see even Party City sometimes, you go walk in and you're like: Oh my God, they talk about us now, we're normal? Amongst all the Christmas decorations, the fact that we can have a space and a voice, it's going to be an uphill climb forever. And I hundred percent agree with you, we were never ready and I don't discount your suggestion of never being perfect. I hundred percent agree with you. I'm on that wave. Everyday I look at my stuff and I'm like: I can do better, so a hundred percent agree with you. You made a good point and definitely the aha moment has not come yet. I can't wait for you to even talk more about your journey on your social media. I will just say follow that.
Sophia Noreen:I do have the new mantra. I've recently adapted because I think it's really strong, and I think a lot of people should actually take this as their mantra is, it's okay to be perfectly imperfect. The reason why I say perfectly imperfect it's because there's no such thing as perfection. So your imperfection is perfect, and basically a product line last year was called perfectly imperfect because we had so much damaged stock, and it's sold out. Because it was perfect for that, exactly. It had imperfections, and when we say we haven't made it well, we still keep trying like you said. I think, like you said, if it's my example that is what needed for other brands to just push themselves further or faster and say: You know what? It's not perfect, but it's perfectly imperfect. You're never going to be perfect. So I would say if people can adapt that and really use that as their foundation to keep moving forward, do it because otherwise you don't know what you're missing. You don't even know how much time we have. Imagine like you wasted your time, not even waste, like you spent your time blooming over like: It's not perfect. The sketch is not perfect. I don't want this done. You're going to spend so much time on that and not enjoy your flowers, enjoy your work, see it come to life, and then you can make your tweaks, and then you can do this and you can do that, and you were never going to be perfect regardless. If you think it's perfect, somebody else chances be like: What is that? You're always going to have that person be like: What did you think was that? What's so great about that idea? Very good point. Now that you have come this far in your journey and you're still like on the strive to continue. What is your take on branding now overall? I know you mentioned a few areas already, but do you have any other strategies that you could implement to other people to get their business up and going that you haven't already shared? In branding specifically?
Munira Mohamed:Yes. So they say they have their products, everything's ready but how can they express it to the world?
Sophia Noreen:There's many components of branding, and I really do feel that when you are starting to brand your company, there's a few things. One, big to be consistent with everything that you're putting out there. So it's on brand and I'm sure you've heard that tagline before, so ensure that you're on brand so it's not confusing to the customer, and also the customer in mind. I always say one of the pillars is your customer, so who they are, how they are, how they act, their psychometrics, what are they thinking, for example, with Also Sophia, our customer was a Walmart customer. They didn't have to shop at Walmart, but they are the typical individual who would go to a Walmart in Canada because in Canada Walmart has a different customer than a US Walmart. Each neighborhood of Walmart has a different customer base. So if I'm going to say, I want the customer base that is at my Walmart, I call it my Walmart, it's sitting in a mall at Erin Mills Town Centre in Mississauga. That's my Walmart, and the people that shop that Walmart will want my products. That's where I think when you start your company and you start branding, make sure you think of your customer and then develop your brand around what that customer would be attracted to. For example, if you go for Kate Spade, they would have a different brand, a different look compared to say something like Michael Kors, because their customers are a little different. If you go down to that basic level and really understand who that person is, and then create the brand colors, the brand messaging, the pillars of the brand, put it in line with that customer, serving that customer and be consistent. And that's where I say you should start. People put a lot of effort into branding and that's fine. You can start to really think about branding, but I don't think people should get stuck with creating the logo, creating the brand colors. You can do a brand board, that's fine, but it shouldn't take you months to do that brand board. You can keep changing. That logo, you people see for Also Sophia was literally me. I have done everything. I haven't hired out anybody for graphic design. At the end of the day, literally the flavicon that I had on my website, a little bit, the for my websites, the little thing that you see at the top, when you let the browser. Yes. Yes. That's all it is. That's it, that was it.
Munira Mohamed:It's yours. Now when I see that color, I think maybe because I've seen it so many times this week when I was doing some research, but think it's very neutral. It's easy on the eyes and that stuff goes into why you even chose it probably subconsciously, not even realizing it.
Sophia Noreen:Yes, that's true. You would be surprised at how much your subconscious will reveal to you.
I'm telling
Sophia Noreen:you, people get stuck on branding. Just don't get stuck, just start and it will develop itself as well, but always keep your customer in mind and develop a brand for your customer.
Munira Mohamed:I love that so
much and Eid is around
Munira Mohamed:the
corner, and Ramadan's on the
Munira Mohamed:corner
so even knowing the
Munira Mohamed:timing, the seasons, like how can you make this all year?
I've seen
Munira Mohamed:some of your posts where you're like: Why can't we celebrate
Eid all year? Why do we
Munira Mohamed:have to hide away our decor? Why can't we celebrate it in the home, which is beautiful. I love that.
That's what we
Munira Mohamed:have to normalize even with our kids.
Our kids are
Munira Mohamed:growing up in this country and any other westernized country, it's not up to par with what we think we should be celebrating openly. In saying that, we have to
normalize Eid in the home.
Munira Mohamed:We have to
normalize Ramadan in the home.
Munira Mohamed:We have to normalize family relationships,
Islam, while they're
Munira Mohamed:young because they're instilling other things in children while they're young, like math, science, all these things are instilled. At such a young age when we're sponges, so why not incorporate that sponge with other things that they can also instill as their moral core beliefs, which I love. Okay. So we're getting to the end and I don't like it, but there's so much I want to talk about, but I love this. So share something you're excited about coming up, and what have you got in store that you can openly share without crossing the line of your
business? Without revealing too much. What is coming up for Also Sophia?
Sophia Noreen:Also Sophia, we are expanding more categories. I had always intended it to be versatile and diversity company.
There are team members
Sophia Noreen:that celebrate other festivities, so we will be introducing more festivities that are for minority communities in Canada
and the US. Yes. I would say
Sophia Noreen:Europe as well. So that's one exciting
thing. I'm
Sophia Noreen:actively going to be working on those lines in the next coming weeks, once
Eid and Ramadan
Sophia Noreen:have been fairly automated. Right now, we're just making sure that the products we'll get to Walmart to make sure that all of our
pre-orders are filled enough.
Sophia Noreen:That's one exciting thing that we're coming up. Other communities can enjoy their festivities on the shelves at big retailers, and also directly through e-commerce. We're also going to try very hard to go to the UK and to Abu Dhabi and Dubai, the UAE. So we're going to try to go over the pond as I call it, UK Europe and the UAE. So that's another big thing that we really would like to do for 2022. That way, our European sisters and brothers and all the individuals in the Middle East, all our sisters brothers out there can actually get our products because we've been getting a ton of requests. I feel terrible because they can't justify the price point for shipping, and I think it's also due to COVID. COVID has caused. The shipping rates go up quite a bit.
The delays
Munira Mohamed:in
timing too. Is it feasible to order
Munira Mohamed:it now is a too late.
Yes, you should
Sophia Noreen:give at least six weeks overseas. So those are the big pieces of the pie in the next 12 months, until we can roll up our sleeves and get all that done.
Munira Mohamed:That is so exciting, and I think the biggest takeaway I would take if I was just listening to this episode is the fact that your dreams can be reality. When you shop, you can literally see your brand, or your representation of who you are and what you believe as your core values and all these things that we discussed earlier. Dream high, dream big because there's no limitations on what we can discover in our own imagination, but bringing into life as a whole nother
ball game. I'm so proud that
Munira Mohamed:somebody took the initiative
to say that
Munira Mohamed:this needs to get better. Seeing ourselves when we go shopping, why do we have to hide what we celebrate? And Yes. Online is great, but there is still a large community of people that still want to shop traditionally in store and even online, you can now order these great objects online. So you're bringing it to the forefront. You're bringing it, honestly, it can bring about teaching Islamic values to people who don't know much about it.
Now you can
Munira Mohamed:also get the benefits of that. There's
so many areas that open doors
Munira Mohamed:for yourself.
I'm
Munira Mohamed:so happy to hear that this is your passion project because it can do
more than you
Munira Mohamed:could have probably ever imagined.
You're probably
Munira Mohamed:touching people who don't even realize Islam is peaceful, or Islam has these values and these benefits and these traditions that we love so much. These teachings that underlie the reasons why we behave and why we react, and all these things. Get a true
image of Islam what we see
Munira Mohamed:on CNN or Fox news. So thank you,
thank you from me
Munira Mohamed:and from the community. I will speak for everybody
right now in saying thank
Munira Mohamed:you. So before we end off, can you share a parting piece of guidance and the best way we can reach you on
your socials?
Sophia Noreen:Parting piece of guidance, a little guidance for everyone. I have so many pieces of guidance. I think I've been sharing them throughout the 30 minutes that we've had, which I'm so grateful that we were able to connect, and thank you again for having me on.
I think the biggest
Sophia Noreen:guidance I would give to anybody listening to this episode that has an idea and really does want to bring it to life, is just think of it the small, don't think of the big mountain all at once. Also Sophia didn't start overnight. I was in the discovery phase, as I refer to it as for a long time as I was working as a physiotherapist. I had always in my head and my heart wanted to do my own thing, and I think that's just something innate that comes to you and you might be feeling it if you're listening to an episode like this, but basically I had created a few things before Also Sophia started. Nothing at that scale and nothing as intentionally, but it had started creating things.
One thing
Sophia Noreen:I did
create and that
Sophia Noreen:it's a sign that sits behind me and the quotes is this: It doesn't matter if the climb is big or small, break it down and attack that mountain. That's a quote that came to me back six years ago, maybe five years ago now. Yeah. Five years ago. And what that really means is that mountain that I saw way back three years ago, when this journey started, I said: I really want to do this. I want to do this for our community. I want to do this for our children. I want to make sure that I'm not spending $10 on printables and having to do it myself. I want a convenient product on the shelf. As a busy mom, I don't have to be doing these things last minute. I can just run into the store and grab what I need, and run out because the reality is e-commerce or not. You will never be able to grab and go unless you're in a store environment. So I had to break it down into these small steps and start that climb. That's my advice to everyone. So basically just break it down and get it done, and remember you can do it. You have to be persistent. You have to be iterative. You have to try over and over again, but if it's meant to be, it will happen.
Munira Mohamed:I love that, definitely love
that. The fact that
Munira Mohamed:I think that even hearing it, we know this
is all cliche. Obviously
Munira Mohamed:we see it in books, we see it on TV, but hearing it from somebody who's shares the same mindset as you and the same drive and same passion, it hits different. It really hits different.
Sophia Noreen:I'm happy to hear that.
Munira Mohamed:Where can we find you and when could we expect to see your products, or where can we buy it online?
Okay.
Sophia Noreen:You can follow on Instagram, is probably where we're most active and the handle is
also_sophia,
Sophia Noreen:we also have a website
called alsosophia.com. That's where
Sophia Noreen:you can go shopping. We do ship to Canada
and the US.
Sophia Noreen:We have international shipping available, it's just that the cost, the carrier cost is on the customer. So that's the only unfortunate part there, and Walmart will be carrying the products.
There will
Sophia Noreen:be a link on our website to tell you which selected Walmart stores we are going to be offering our products to this year if you are into podcasts and you do also want to listen to me chatter like this, and you can
go to bossitclub
Sophia Noreen:on Instagram,
it's called @bossitclub.
Sophia Noreen:And that's where you'll hear me. invite other brands and business owners, and people like yourself even to record on our podcasts. We have a little community because I do realize that there is a lot of individuals out there that just need that accountability, guidance rather than mixing it up with Also Sophia's platform, we've pulled it out. And so that's where you'll find that type of information is on
the Boss It Club.
Munira Mohamed:Thank you, and that's exactly how I found Sophia in the first
place. I literally
Munira Mohamed:was on a clubhouse conversation and then I saw your group there.
I was one tweet that I had
Munira Mohamed:to reach out to you
in your DM's and your Instagram, and I said: Oh my God,
Munira Mohamed:I love what you've been doing. How can we connect? That's how it works, like when
women support
Munira Mohamed:women and Muslim women support Muslim women, that just shows how needed we are in
society. The connections
Munira Mohamed:you can make are endless, and the things you can do together are priceless and endless on their own. Thank you so much for participating in this conversation with me. Thank you for having me interview you and getting to know more about you so that our listeners can also provide support to you, and bring awareness to your brand. I only wish you the best
Sophia Noreen:Thank you again, and thank you to all of your listeners for tuning in today.
Munira Mohamed:Thank you guys. See you next week.
Sophia Noreen:Okay, bye. So my fellow bosses, did you enjoy that episode? Now is time for you to make a solid plan and take action. But first, remember to subscribe and follow the Boss It Podcast so you receive a notification whenever we drop an episode. Remember to leave us a review on iTunes. Take a screenshot of your review and share it on Instagram as a post or a story and tag us @BossItclub. If Instagram is not your thing, no worries. Email your screenshot to [email protected]. As a massive thank you, we will be sending you our Top 50 Tips for Starting and Scaling a Business. This list is exclusively for podcast reviewers. So don't miss out. Now remember bosses: make a plan and take action in all aspects of your life. Yes you can have it all.