USA COVER EDITION - AUGUST 24 ISSUE
Designer: Jesse J Collection - @thetrendhaus / @jessejcollections
Photos: @daniel_sinoca_photo_art
Production: @igormagalhaesofc
Design Cover Director: @mathlopes
In this month's USA edition of Hooks Magazine International, we highlight Ediane Crawford, a dynamic entrepreneur and lifestyle expert who embodies resilience, innovation, and an unwavering commitment to excellence. Ediane's journey is a testament to the power of hard work and perseverance.
Ediane Crawford's story begins in 2009 when she moved from Brazil to the United States with the dream of building a better life and creating successful businesses. Her journey was marked by numerous challenges, including overcoming language barriers and navigating a new cultural landscape. Despite these obstacles, Ediane's determination and entrepreneurial spirit never wavered.
Ediane's approach to business is grounded in a deep commitment to her clients and the community. She has built her reputation on delivering exceptional results and maintaining transparency in all her dealings. This strategy of open communication not only strengthens her relationships with clients but also fosters a collaborative and trusting environment within her teams. Ediane's leadership style, characterized by an open-door policy and candor, has been crucial to her success, allowing her to navigate the complexities of entrepreneurship with confidence.
Persistence is the cornerstone of Ediane's philosophy. She is relentless in her pursuit of knowledge and excellence, constantly seeking to improve and expand her skill set. This dedication has carried her through the toughest times, including the early days of her ventures, when she faced significant financial and operational challenges. Her commitment to learning and adapting has been crucial in overcoming these obstacles and achieving sustainable growth.
We conducted an exclusive interview with Ediane; check it out below:
1. Ediane, what inspired you to enter the beauty and lifestyle industry? Was there a specific moment that made you decide to pursue this career?
"I have always loved fashion and everything related to the beauty industry; moving in this field has always felt natural. I stepped away from the beauty industry for a while, but I may invest in it again in the future, possibly in other countries around the world. In the near future, I plan to spend a good part of my time in another country. I will need to balance my entrepreneurial life with a special invitation to become an actress and, who knows, by sharing my story, inspire more people on the path to success.
I also want to remember that I have always been focused on entrepreneurship and investing in the real estate sector, where I have been active since I was 22. Another area that I am very interested in and plan to invest in is the construction sector, and I am already starting studies for a major project in Brazil, taking advantage of the appreciation of the dollar. I am a visionary woman in entrepreneurship who likes to invest in diverse areas. God is always ahead of me to help and guide me."
2. Can you share a funny or unusual story from when you first started your businesses? What was the most important lesson you learned from that experience?
"I remember a situation from my early days as an entrepreneur when I made a fatal mistake starting a business. I had bought a business without thoroughly investigating and assessing the risks, and the company I purchased had previously filed for bankruptcy. It was a tough blow, but it taught me a valuable lesson: we must conduct thorough research before investing any money. Situations like these help us grow and become stronger as entrepreneurs. Before making any decisions, get to know the business you're investing in deeply."
3. What was the main vision and purpose behind founding your companies? How do you maintain these core values while expanding your business?
"When founding a company, every entrepreneur must have a clear vision and understanding of the business, with objectives and goals that benefit the job market and generate income for employees, fostering growth for the investor and transforming the industry with new products and solutions aimed at improving and developing a particular sector. After establishing and developing these core values, as my businesses expand, I incorporate the goals and values that my companies uphold, always respecting, preserving, and enhancing the qualifications and comfort of my employees, motivating them, and implementing social responsibility practices within the corporate environment. In summary, maintaining the core values of a company while expanding the business requires commitment, awareness, and effective communication from both sides. Anyone willing to embark on entrepreneurship needs to remain vigilant to ensure that their actions and decisions align with their vision and objectives, even during the continuous growth of their business."
4. What strategies do you use to communicate your company's values to your employees and clients?
"I have always learned to maintain open and transparent communication with employees, clients, and partners. Clarity in the company's objectives and the qualification and appreciation of employees are essential to ensure that the company's vision and purpose are understood and shared by everyone.
Seeking feedback and actions that can improve work, satisfying and making employees partners in the company, is fundamental. Similarly, implementing innovative methods and providing employee training to promote everyone's growth are crucial."
5. What is the number one principle that guides you through the highs and lows of being an entrepreneur? Can you give us an example of how it has helped you overcome challenges?
"Resilience is the ability to handle challenges, overcome obstacles, and adapt to changes positively. Being resilient means not giving up in the face of difficulties, learning from mistakes, and moving forward. Even when things don't go as planned, we need to continue and improve more each time.
An example of how resilience can help an entrepreneur overcome obstacles: imagine your company is facing financial difficulties due to an unexpected economic crisis. Instead of becoming discouraged or giving up, you should be resilient and look for creative and effective ways to reduce costs, diversify the products or services offered, find new paths and strategic partners to keep the company afloat. By maintaining a positive, adaptable, and determined mindset, a resilient entrepreneur can find practical solutions to overcome challenges and continue progressing toward their goals. Resilience is an essential attribute for navigating the ups and downs in the business world and achieving long-term success."
6. Can you share a bit about the difficult moments you faced at the beginning of your journey? What gave you the strength and motivation to continue, even when things were tough?
"I had to overcome many obstacles and still face many challenges as an entrepreneur. At the beginning of my journey and even now, I encounter numerous challenges, uncertainties, fierce and often unfair competition, and professional ethics issues, among others. We are not always 100% prepared to deal with these issues, as they can be draining and require a lot of perseverance and determination. I have a significant advantage in this: when I want something, I pursue it with great focus and determination. This helps me a lot. Many entrepreneurs find motivation from personal sources, such as family. The support and encouragement from loved ones, like parents and children, can be a powerful source of inspiration to overcome difficult times. My children, Ariel and Sofia Crawford, as well as my father, have been and always will be my greatest inspirations and motivations. When I manage my businesses, I know that everything I do is aimed at providing a better future for my family and leaving a legacy with many successful and motivating stories that will drive me and give me the strength to overcome adversities.
In addition to family, I believe in values, passion for what we do, the importance of the mission and vision, and, above all, confidence in our abilities, determination, and strength to achieve our goals."
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