Emma Wimhurst

After selling her cosmetic company, Diva Cosmetics in 2000 (following several lucrative years with turnover peaking at £2.8 million by year four), Emma Wimhurst is now passing on her business knowledge through her second venture EMpwr; Smart Mentoring. EMpwr helps people focus their energies on planning for success then achieving it, and its training is delivered in an upbeat, high-energy, empowering style.

After leaving school at 18 Emma joined Revlon Cosmetics. She worked there for 12 years, learning everything from brand management to new product development. Her hard work and efforts were rewarded not only financially but also through knowledge and understanding. “If you are willing to learn, then there will always be someone willing to teach,” says Emma.

Emma loved the world of cosmetics and was fascinated by the whole development process, from the initial concept of a beauty product through to the delivery. Emma understood early on that to try and compete with some of the large high street brands would be quite a challenge, so she identified a niche in the market.

During the height of the Spice Girls’ popularity, Emma noticed that the only fashion outlet appealing to the teenage market was Topshop. She approached the rapidly-growing New Look about stocking colour cosmetics. “Their first order was for nail polish and the rest is history,” Emma says. Diva Cosmetics were soon supplying colour cosmetics to many high street retail outlets such as BHS, Asda/George, River Island, Mothercare, Accessorize, New Look, Claire’s Accessories and Wallis.

The biggest challenge Emma faced was maintaining her drive and determination, especially when the going got tough. “Persistence, focus and determination, combined with a huge desire to learn, are key skills needed to work for yourself,” she says. “I have a passion for hard work, but on top of that, I knew I had an opportunity and I was going to turn it into a successful one. Due to its profitability, Diva Cosmetics was mostly able to fund itself. At certain times of the year NatWest lent their support, such as when the funding for Christmas orders needed to be secured as early as June.”

Throughout everything Emma’s children have been influential in her success. While running Diva Cosmetics Emma focussed on the benefits for her first child William. "I knew that he would be the ultimate beneficiary – not only in terms of financial freedom but also in terms of having a role model to whom he could aspire,” Emma says. “I truly believe that you have to work hard to achieve success and if I can transfer this passion to my children, I will feel that I have achieved one major aspect of parenthood.”

When Emma fell pregnant with her second son Charlie, the time had come to make a decision; forge ahead to even greater business success or become a full time mum. Emma chose her family and sold Diva Cosmetics in 2003. “When Charlie was two,” Emma continues, “Along came baby Hattie. Home life was happily hectic and I threw myself into motherhood wholeheartedly. I love my children more than anything and my real motivation to achieve is to provide for them to give them the best start in life. I hope that I’m a good role model so they know that if they want to get anywhere in life they have to work hard for it.”

And yet, “something was missing from my life,” Emma admits. “Much thought, and considerable heartache, later I admitted to myself that staying at home as a full-time mum was not for me. I set about sorting my work-life balance with a different set of priorities: children first, me, second. I didn’t want to miss out being pitch-side to cheer William when he scored a goal, helping Charlie to read or watching Hattie sneaking off with mummy’s lip gloss!”

Emma’s search for a decent work-life balance led her in a new direction – business mentoring. Her desire to impart her sound business knowledge in a practical and honest way is the essence of her second business EMpwr.

“I had to learn many skills in order to run my business properly, which is why I have now set up EMpwr. I have a fundamental belief (from hands-on-experience) that if you plan for success you will achieve it. This belief is interwoven into EMpwr’s Seven Business Disciplines, which involve all aspects of running your own business, from deciding your ultimate objectives to the importance of your own personal development.”

“Plan for success,” is Emma’s advice to anyone thinking of starting their own business. “Have a very clear plan; don’t be afraid of the nitty gritty detail involved with running a business. Be very clear in your desires; know exactly where the business is going to be in the short, medium and long term. Understand the marketplace; ensure your idea is remarkable and stands out from the competition – be it through innovation, price or indeed positioning.”

“Know your financial situation every day - don’t leave it up to someone else,” Emma continues. “When you need to recruit people, do it carefully. People problems can strike at any time but with proper planning you can bypass issues which ultimately affect performance and profits. Remember every step of the way that your customers DO matter; embrace customer loyalty with true customer commitment and they’ll keep on coming back. Finally, it is lonely at the top. You are the driving force behind your business and you need to maintain practical optimism and self-belief.’

1. I work for Simple Skin Care as their Life Coach.

2. I was featured in a promotional DVD sponsored by the National Childbirth Trust as the Milton Mum (Milton being the hygiene range for Babies) – there were 15 million copies made. I was very surprised when one of the teachers at Charlie’s school actually recognised me – the day after she watched the DVD!

3. I set up an English School in Andorra when I was 18 (after leaving school). I didn’t fully understand the true potential of what I was doing – and being a typical 18 year old, I became bored after a year and went to work for Intasun as a Resort Rep. My father was horrified!

4. I wanted to be an Actress when I was younger – but sadly I can’t sing and felt this would hinder my success. Needless to say, I am fairly dramatic (although would prefer to see this as passionate!).

5. I enjoy vegetable gardening and bought myself a greenhouse three years ago. I grow a variety of different vegetables – including beans, tomatoes, marrows, mange tout, carrots, parsnips and peppers. My children love being involved with this interest of mine – and as a result of seeing the vegetables grow – they eat them all! It gives me tremendous pleasure to see them all eating a plate of home-grown vegetable soup.