Iyia Liu

Tell us about yourself

I’m a 31 year-old entrepreneur from New Zealand. I started my journey with a clothing boutique, which didn’t quite pan out as expected but was a great learning experience. I then launched a shape-wear business called Waist Trainer, which proved to be very successful, and since then, I’ve developed several other brands, including Tidal Hair, Luxe Fitness and Celebration Box. Right now, I'm focused on my latest venture, “Make It Happen,” where I provide online trainings and courses teaching business, social media growth and marketing, create content on social media and run NZ’s largest annual women’s business conference called “Girls in Business”.

What inspired you to start your own business, and how does your cultural heritage play a role in that inspiration?

I was inspired by Sophia Amoruso’s story of turning a small eBay business into a major success. My Chinese heritage also played a big role as I grew up with values of hard work and resilience from my parents, which has driven me in my own business journey. Those lessons have been essential in navigating the ups and downs of entrepreneurship.

How do you approach branding and marketing in a way that reflects both your personal identity and business goals?

I’m all about being authentic and innovative. I like to share my personal journey so my audience can relate to the ups and downs I’ve faced. Online, I keep things real by posting daily snippets of my life, and make sure to include the good AND bad! Whether it’s the challenges of balancing work, wellness, and craziness of being a mum to two little girls, as well as the wins. By tying my personal interests with my business, I make sure my brands stay genuine and truly connect with my audience.

What unique challenges have you encountered as a business owner in the industry, and how have you navigated them?

One big challenge I faced was during covid, it was really difficult to get stock as all of the sea freight boat schedules were constantly not as scheduled, one of my shipments was delayed by a month and I had thousands of customers orders on backorder. It was stressful. Dealing with online negativity was also tough at first. And scaling has definitely pushed me to get better at delegating, which has been crucial for managing growth effectively. 

In your experience, how important is storytelling in building a brand?

Storytelling is vital because it creates a deeper connection with customers. A great brand story helps you stand out and fosters loyalty by making your brand relatable and memorable. It’s about building a narrative that resonates emotionally with your audience.

What are you most proud of in relation to your cultural background and heritage, and how has that impacted you on your journey?

I’m proud of how my Chinese heritage has shaped my entrepreneurial drive. The values of hard work and resilience from my parents have been crucial to my success. Being bicultural has also given me a unique perspective that helps me connect with diverse audiences and approach business challenges creatively.

Top 3 skincare or beauty products you can’t live without? Go!

I use the Dermalogica cleanser and daily exfoliator, they are my staple products. I love The Facialist Moisturiser and Super Serum. That’s pretty much my skincare routine.

What role do you think cultural diversity plays in the future success of brands and businesses?

Cultural diversity is crucial for future success. It drives innovation and creativity by bringing different perspectives to the table. Diverse teams can better understand and connect with global markets, tailor products and marketing to different cultures, and stay ahead of emerging trends. Essentially, diversity also helps brands resonate more authentically with a broad audience.

What advice would you give aspiring entrepreneurs from similar backgrounds who want to make their mark in the industry?

My advice would be to embrace your unique perspective and leverage it as a strength. Start early, take risks, and stay resilient. Remember, it’s all about taking action, don’t wait for the perfect moment. Build a supportive network and keep learning about market trends to stay ahead.

How do you leverage your background and experiences to create a competitive advantage in the market?

I use my bicultural background to offer a unique perspective that blends Eastern and Western business practices. This helps me approach challenges creatively and connect with diverse audiences. My experiences also allow me to tailor products and strategies to different cultural preferences, which gives me an edge in a competitive market.

In terms of mentorship, have there been figures in your life whose guidance helped you in your business journey? If so, can you speak to that?

I havn’t had a mentor, but I have made a lot of connections with a network of successful entrepreneurs in New Zealand. It’s great just to have a chat and often you’ll learn some things even in a simple conversation with other people doing great things!

What are some key lessons you’ve learned about managing a business that you wish you had known when starting out?

One key lesson is the importance of building a strong company culture and making decisions based on core values. I’ve also learned the value of surrounding yourself with the right people and understanding that success isn’t linear. But being adaptable and learning from failures is essential.

Where can we find you? 

Social: www.instagram.com/iyialiu/

Website: www.makeithappen.org.nz