Women In Business Q&A: Belinda Seper

May 21, 2009, 2:14 pmmarieclaire

Belinda Seper was a model and Army Reserve captain before opening the first Belinda store in Sydney in 1992. Today there are 14 in Australia and South Africa.

All About You
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What is more important, talent or drive?
Talent. All the drive in the world won't save you if you lack the talent to achieve in your chosen field.

On a scale of one to ten, how significant a role does luck play when it comes to success?
Four. You can definitely be in the right place at the right time but ultimately, if you can't manage those opportunities, they are somewhat useless. Most so-called luck is really about having made the right decisions and these are confirmed by what appears to be luck. There are no coincidences!

Which is more critical, the idea or the execution?
Idea. There can be no execution unless there has been an initial idea. But a great idea without proper execution will only ever be a great idea.

Is it better to be passionate or objective?
Objective. There is no room for sentiment in business. Every possibility can be assessed objectively (and should be). Passion, however, can sustain you and your vision when all the odds are stacked against you and you feel like throwing it all in.

What is most and least important? Please rank your priorities.

  1. Talent
    Drive
    Confidence
    Relationship skills
    Organisational skills.


What one trait has helped you most in business?
My determination to succeed and my mental stamina.

What is the one trait that has hindered you most in business?
My compassion and sometimes lack of confidence. I can get caught up by the idea of having to help people. History has taught me to get on with minding my own business and leave the rest of the world to theirs.

What is the hardest lesson you've learned and how did you learn it?
That I needed "bricks and mortar" for asset-backing purposes with banks. When my ex-husband and I separated he got the house while I got the business. No bank would accept the value of the business as collateral against finance facilities. I eventually got it sorted but I had to knock on a lot of doors.

What is the one piece of advice you would offer other women in business?
Do your homework. Always know more than you think you need to. Conduct yourself with integrity and professionalism.

What are the biggest mistakes you see women making in business?
Insisting that they are 'owed' something because they are female and hence subjected to ceilings and boys room blockades. Respect will always overcome gender bias.

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