Women Who Own It
CEO of NU-SET Lock
What inspired you to start your business?
I formed a new subsidiary company to change the narrative around locks for the sharing economy and to lead my family's third generation business into the digital era.
What challenges have you faced as a woman entrepreneur and how did you overcome them?
I grew up in the family business, but that didn’t make anything easier for me. In fact, the obstacles I experienced were equally or more challenging to that of a startup business. NU-SET was established in 1993 and I didn’t earn my leadership role until 2011. It was a tough time to be a leader, our main business revolved around Real Estate Operations and our company was hit hard by the recession and housing crisis; and by 2013 we were on the verge of closing down.
I realized then, that there was an expiration date to blaming my parents and grandparents for drafting me into the family business. I asked for a chance to lead and to try new business strategies. It was a bold move since I have no business training. The process was challenging, and I made many mistakes, but when I look back and connect the dots: it was quite a rewarding and exciting journey.
What advice would you give to other women entrepreneurs?
Don’t stand in your own way: Just do it.
What three traits define you?
Conscientiousness, I wouldn’t be where I am today if I did not feel a sense of duty and that constant inward desire to do my best.
Dominance, it wasn’t until I had to face so many obstacles that I realized how much I enjoyed overcoming them. So yes, my assertive, decisive, and competitive attitude defines me.
Intuitiveness, reasoning and logic can only get you so far. Trusting my “gut” feeling has never steered me wrong.
How has being a WBENC-Certified WBE helped your business?
My first breakthrough was finding WBENC! It was where I began my entrepreneurial adventure. I earned an opportunity to study at UCLA Anderson School of Business for my Master’s in Entrepreneurship, fully sponsored by Chevron; studied at USC Marshall School of Business for my Finance Certificate, fully sponsored by Southern California Gas Company; I finished my program with Goldman Sachs 10K Small Business and completed the ICCC Program nominated by WBEC-West. Through every step I learned new skills, and the result is the success of launching new products on Amazon, Grainger, Home Depot and Lowe’s, as well as finding new funding for my company’s growth.
How do you define success?
Winston Churchill said it best, “Success consists of going from failure to failure without loss of enthusiasm.” Or as my 7-year-old son’s favorite quote says “Never, never, never give up.”
If you didn’t have to sleep, what would you do with the extra time?
I would finally read all the books I have been meaning to get to, and (albeit unenthusiastically) I would exercise a bit more because I should.
What are you reading our listening to now?
I am reading “The Rise and Fall of Nations” by Ruchir Sharma, and I am listening to the latest album from Ed Sheeran.
Fill in the blank:
When I face a challenge, I... pray.
If I could go back in time, I would tell myself... don't worry so much.
The one thing I couldn’t live without is... my children..
By this time next year, I will be... hard at work as usual.
The best thing that happened to me last week was... spending spring break with my kids.
To get my creative juices flowing, I... drive.
About NU-SET LOCK
NU-SET Lock is a trusted global leader in lock design with four decades of lock manufacturing experience. NU-SET is also embracing smart technology to help transform how we secure and share our spaces. We are particularly excited about the new Eyecon Smart LockBox, which builds upon NU-SET’s legacy lock box designs and adds innovative technology to meet the needs of today’s connected world. Learn more.