The entrepreneur discusses her business background—and upcoming contemporary fashion label.
Noel Asmar with daughter Coco, sons Hunter and Taylor, and husband Lindsey.Noel Asmar with daughter Coco, sons Hunter and Taylor, and husband Lindsey.
As a young girl growing up in Vancouver, Noel Asmar dreamed of owning a pony and would blow a kiss to each one she passed in the fields as she and her mom drove by. “I’ve always felt connected to animals and have a special interest in horses,” she explains. She planned to become a veterinarian, but instead she followed the advice of a career counselor who learned about her passions for “travel, languages and freedom” and advised her to go to hotel management school. After graduating, Asmar traveled the world opening new hotels and later worked as a business development director covering the Middle East, West Asia and parts of Europe.
These international trips helped sharpen Asmar’s eye for design—forever. “I experienced cultures, styles and textiles that influenced a number of our current products,” she recalls. One of her first professional forays into fashion came when she re-uniformed a hotel’s housekeeping staff. “Being witness to the profound impact the stylish designs had on employees’ morale, confidence and pride in their work was very emotional for me,” she explains. “New uniforms made them feel special and thought about, and I felt good about being able to do that for them. Ten years later I started my company for the same reasons.”
A pivotal moment came during a return visit to Canada, when the future entrepreneur noticed that her pregnant sister, an esthetician, was struggling to find a flattering work uniform. “She spent her days making other people feel beautiful, yet she was limited to boxy, uncomfortable smocks,” says Asmar, who solved the problem by designing a fashionable yet functional tunic for her sibling. Soon after, in 2002, realizing that no one else was selling “spa uniforms” online, she launched spauniforms.com, which became noelasmaruniforms.com in 2010. The company’s scope has since grown to include pedicure bowls and accessories, an equestrian line, lifestyle items such as candles and Italian leather handbags, and, new for Fall 2016, Asmar’s eponymous fashion label, which she describes with excitement as “premium fashions that are made for the way you move, uniting runway-inspired style with technical fabrics and innovative design.”—Lesley McCave
Tell us about your earliest memories.
I remember telling my mom at a very young age that I wasn’t going to get married until after I was 30. I had a long list of things I wanted to experience, and I was adamant that marriage would wait. As a testament to what you put out into the universe, I had travelled the world, started my own company and begun my journey before getting married in the year following my 30th birthday.
What’s the most challenging part of your job?
Finding the best people for the best roles. We hire for a culture fit: We have a dedicated team of experts who work together and challenge one another to be their best. Surrounding myself with the best team ensures the growth and success of the company. We strive to inspire an atmosphere of wellness and develop our team to be mindful and live active, healthy lives that embrace our corporate values.
How do you deal with challenges in your career?
We view them as opportunities for success. Where there’s a problem, there’s a solution. One challenge we’ve faced is the rapid growth of the industry. The inclusion of spas within most hotels, however, has led to increased demand for our products, and also allowed us to grow and design for other areas of hotel properties.
Who is your business mentor?
I don’t know that I have just one. I’m always striving to absorb as much information as I can. I love to read—I often have two or three books going at the same time! I also feel inspired by knowledge and experiences I gain through travel and those around me.
What advice would you give to your younger, just-starting-out self?
Trust your instincts.
How do you find a work-life balance?
This is a constant struggle, but I strive to really live in the moment and leave work at work. In the office I’m all about the task at hand and being available to my team. When I’m at home with my family, I’m not on my phone; I’m present with them. As a family we often go away for vacations and physically remove ourselves from the work zone. I love to travel and share those experiences with them.
Tell us about your lifelong love of horses.
Horses are amazing. They teach us to be mindful of the energy we’re putting out into the world, to be mindful of our moods and movements. They make us live in the moment and stay focused. They teach us patience, perseverance and tenacity, and to accept that not everything comes easily or quickly. They teach us a lot about ourselves and other people. Beyond what they teach us, horses are graceful, athletic and beautiful animals.
What was the best career decision you ever made?
To not pursue vet school and instead take a leap into hotel management. It showed me the world and led me down the path I’m on today.
What do you think holds people back from “just going for it”?
There are many different variables that can hold someone back, from personal risk to financial commitment: You name it. If you’re not in a secure place in your life, jumping in with both feet isn’t always an option, but I believe the most common hindrance is the fear of failure.
Who would play you in the movie?
Famke Janssen
What do you enjoy doing in your spare time?
Other than spending time with my kids, I really value my time in the barn with my horses. This quiet time alone relaxes me and helps me feel centered.
What’s on your bucket list?
I want to keep travelling, experiencing and exploring! I would really like to see the Lipizzaners at the Spanish Riding School in Vienna. The grace and beauty of the horses in the amazing Imperial Palace is something I want to experience.
What’s important to you?
My family is my everything—and comes first. As a working mother of three children under the age of 10, I have to ensure that I dedicate time away from the office to actively be present in their lives. I also enjoy mentoring my team to bring wellness into the workplace—to be mindful of our hearts and minds and to focus on our passions, which lead us ultimately to our successes in life. I am very grateful for this journey I have been on, but I’m equally grateful for all the wonderful people that I share this journey with—nobody is successful alone.
