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Name: Elle Black

Business: Mimi De Luxe, an online store for designer sex toys

Industry: Health & Beauty

Location: Avalon, Australia

Reason for starting: I created Mimi De Luxe to inject some sexiness into women’s lives and relationships. Sexual wellness is so overlooked by many women (especially mothers), yet with divorce rates increasing it’s time us women address our sexual relationship with our partners. Mimi De Luxe helps by providing advice on how to improve your love life with products which may assist, all in a non-sleazy designer environment.

Related: Read about another Healthy & Beauty entrepreneur here.

How do you define success? Success is feeling satisfied that I’ve achieved what I set out to do. Whether it’s improving the sex lives of 1 million couples or merely increasing profit, it’s that satisfying feeling that I have achieved something.

We also just launched in the UK and we’re going to look at launching into the rest of Europe, and we are also in talks to become a distributor for one of our leading brands in Australia. We want Mimi De Luxe to be the go-to brand for improving intimacy.

Biggest Success: The weeks I feel I’ve got the hang of a work, life, loving-wife balance with two pre-schoolers and a growing company.

Related: A Daily Mantra for Entrepreneurs 

What is your top challenge and how have you addressed it? Doing one thing at a time. Like many entrepreneur’s I am never short of an idea which I often think needs to be executed NOW! My husband (and business partner) is the opposite in many ways so he is an excellent sounding board for my new ideas and usually steers me back to what I should be focusing on.

Who is your most important role model? My dad, he dropped out of school at 14 and went to on to create several very successful companies. He learnt on the job, ran his companies very lean and was usually always home by 6.30pm to eat dinner with us. My parents are also still very much in love which is the best role model for any child (even a grown-up one!).

Twitter   @mimideluxecom

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Edited by The Story Exchange