As the business has grown, one thing I’ve learned is that success is never built by one person.
From the outside, people often see the brands, the websites, the products, the orders and the customer experience. But behind all of that, there are people working every day to keep things moving, solve problems and support the bigger vision of the business.
Behind every brand we are building, there are people working every day to support customers, improve systems and keep the business moving forward. One part of the business I really want to talk about is our Dubai team.
Moving from the UK to Dubai has been one of the best decisions I have taken. Dubai is such an exciting place to live and work. It has an incredible business environment, strong infrastructure and a real culture of ambition and growth. There is a constant energy here, and that mindset has been really important as we continue to build and expand the businesses.
Dubai also gives us a great base to support the UK while thinking more globally. The location, the talent and the pace of development make it a brilliant place to build part of our operation from.
The Dubai team now plays an important role across our brands, supporting the UK business with IT operations, digital solutions, digital marketing and customer service. As we continue to grow across Supplies For Candles, The Soap Kitchen, Glassprint, Bottle Decoration Solutions and Scented Supplies, having the right people behind the scenes has become more important than ever.
Leading the Dubai team is Afridi, our Assistant Manager for IT and Digital Solutions.
Afridi has a Bachelor of Engineering in Software Engineering from London Metropolitan University and is currently reading for a Master of Science in Computer Science, specialising in IT Management, at the University of Staffordshire.
He brings a strong technical background, but what makes his role so valuable is that he also understands business, strategy and digital growth. With over 15 years of experience across software engineering, information technology, digital research, digital strategy and business analysis, Afridi has a well rounded understanding of how technology can support real business performance.
His work is not just about websites or systems. It is about using technology properly to improve the way the business operates.
Afridi oversees the Dubai team and supports our digital operations across the brands. This includes website development, CRO, technical improvements, digital solutions, IT support, new system integration and implementation, process improvements and helping make sure our systems continue to support the growth of the business.
As we grow, the technical side of the business becomes more complex. We have more brands, more websites, more customers, more systems and more moving parts. That means we need people who can think clearly, solve problems quickly and understand both the technical side and the commercial impact.
That is where Afridi and the Dubai team add real value.
The team supports our websites and digital platforms, helping us improve customer experience, fix technical issues, improve conversion rates and support ongoing website performance. These improvements might not always be obvious from the outside, but they make a big difference to how customers use our websites every day.
The Dubai team also supports our digital marketing activity.
Habib, our Digital Marketing Specialist, plays an important role in supporting the online presence of the brands. His work helps us continue improving visibility, supporting campaigns and making sure our digital activity is aligned with the wider goals of the business.
Habib also works closely across SEO, website content, digital campaigns, development support and day to day marketing activity. He also supports tool integrations, helping make sure the systems we use across the business are connected, practical and working properly for the team.
His role helps make sure our brands stay visible, relevant and active online. As we continue to grow across different brands and markets, that digital presence is incredibly important. It helps customers find us, understand what we offer and engage with the right products and services at the right time.
Alongside the technical and marketing work, the Dubai team also supports the UK customer service operation.
Annie and Mubashir support customer queries and live chat, working alongside the UK customer service team to help customers get the answers and support they need. Customer service is such an important part of any business, especially when you are working with makers, small businesses and customers who rely on our products to run their own brands.
Alongside the UK team, Annie and Mubashir help make sure our customers feel supported throughout their journey. They are often helping with day to day questions, live chat conversations, order updates and general customer support across the brands. That kind of work might seem simple from the outside, but it makes a huge difference. When customers get a quick, helpful and friendly response, it builds confidence in the business and helps create the level of service we always want to deliver.
Good customer service builds trust.
As we continue to expand, that trust matters more than ever.
What I really value about the Dubai team is that they work quietly behind the scenes, but their impact is felt across the whole business. Whether it is improving a website, supporting a customer, helping with digital marketing, resolving a technical issue or finding a better way to do something, their work helps keep the business moving forward.
Every brand we have is different.
Supplies For Candles supports candle makers and home fragrance businesses. The Soap Kitchen supports customers in soap, cosmetics and toiletry making. Glassprint supports printed glass and packaging solutions. Bottle Decoration Solutions adds even more decoration and finishing options. Scented Supplies is helping us take our next steps into the US market.
Each of these brands has its own customers, challenges and opportunities.
The Dubai team helps support them all.
That kind of support is so important because growth brings opportunity, but it also brings responsibility. We have to keep improving. We have to keep adapting. We have to keep finding better ways to serve our customers and support our teams.
Technology is a big part of that.
A strong website, good systems, better processes, clear reporting, strong digital marketing and reliable customer support all help create a better business. They help us make smarter decisions, improve performance and give customers a better experience.
For me, this is what building a business is really about.
It is not just about sales or growth. It is about building the right team, putting the right systems in place and making sure everyone is working towards the same goal.
The Dubai team is a key part of that.
I’m proud of the work they do, and I’m grateful for the way they support the business every day. As we continue to grow across the UK, the US and beyond, their role will only become more important.
There is still a lot more to do, and that is what makes it exciting.
We are always learning, improving and looking for new ways to move forward. With people like Afridi, Habib, Annie and Mubashir supporting the business behind the scenes, I’m confident we have the right team helping us build the next chapter.
The Dubai team might not always be front and centre, but they are a big part of the journey.
And I’m really proud to have them as part of it.