Being a Mother (Sue Ismiel)

Sue Ismiel is well known as the creator of the Nads range of hair removal products, a brand which was inspired by her daughters. With Mother’s Day approaching, we asked the mother of three girls about her role as a mum.

What does being a mother mean to you?

Being a mother is a bond; a strong unbreakable bond, that starts from pregnancy and develops through childhood, youth, adolescence and beyond between mother and her child.  Watching my own daughters becoming mothers reminds me of the significant role that mothers have.  The mother is the nurturer, the doctor, the teacher, the cleaner, the master chef, the cheerleader, the psychologist, the best friend and above all mum is the one who makes life’s highs seem more exhilarating and life’s lows less devastating!


What is it like working so closely with your daughters?

Working closely with my daughters is a rewarding and enjoyable experience!  They each have a unique role that is crucial to the growth and expansion of our family business. Nadine is the head of Research and Development, Natalie’s expertise across the brands is marketing and Naomi’s creative mind leads the design team. Although they each have different fields of expertise, their synergy enhances every part of our business.

Do you think your career choices would have been different if you had sons?

Perhaps? Nad’s was born because I was on a mission, it was like a military mission, I just had to solve the unwanted hair problem that was standing in the way of my daughter’s self-esteem and confidence. I am sure I would have done the same for my son and I would have stopped at nothing to ensure his happiness.  After all if I had had a son, there is no doubt he would have been born with even more thick and dark body hair than my daughters. Many guys also despise thick, unsightly body hair.  I am sure he would want to look like a smooth chested Brad Pitt and I would have committed to making that happen for him!!

ismiel daughters

What is your favourite family memory?

I’ll never forget the connection, bonding, respect and the excitement within the family when I began to articulate my vision for Nad’s 20 years ago. Watching my husband concocting Nad’s in a tiny vessel in our garage and my daughters packing the jars and getting them ready for my weekend trade at the local markets.  Those were the good old days!!

What kind of mother would you say you are?

For me, tough love was the key ingredient in my relationship with my daughters when they were young. To this day they talk about the body language I used with them as kids, the eye contact, the facial expressions and how they could relate to it without the spoken word.  In private I would explain right from wrong and in public I expected them to remember all I’d taught them. As teenagers they were able to choose the right decisions for themselves.   My pride and joy is further amplified by witnessing my daughters instilling the same values as they raise their own families and care for them!

Did you ever find parenting a struggle?

Often I hear of stories of rebellion, feud, disconnect and hardship between mother/daughter relationships. As this is not a personal experience of mine I cannot even begin to comprehend the devastating effect that this behaviour would have on people’s lives.

Babies are born pure, innocent and beautiful, and the people they become is a direct result of their life experiences.  Parents play a huge role in influencing and educating their children. I think when there is tension between mothers and daughters; it is the mother’s role to also look at the situation from her daughters perspective highlight the commonality between the two opinions and then agree on the way forward.

What is the best advice you ever gave your daughters?

Have a go!!  You have nothing to lose and so much to gain.

How are you spending Mother’s Day this year?

I hardly pay any attention to what we’re doing or where we’re going for Mother’s Day.  The one single item I look forward to every year is receiving my Mother’s Day card that is specially designed by my youngest daughter (graphic designer) Naomi.  Each year and without fail I get a knot in my throat reading the heartfelt content inside this very special card!

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