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Part II

Geir Ness

Looking great, smelling great and a

savvy businessman!

He’s got what it takes! What is “IT”? “IT” is the daring

spirit of being in total control of his entrepreneurial des-

tiny, the ability to know when to go against the grain and

when to ride the wave.

Geir Ness has men and women all over the country

smelling, looking and feeling great. He’s helping women

feel good about themselves, not only through his products

but also through his inspirational presentations.

From cents to scents -- from very little money and a five

dollar suit to a multimillion dollar business, Geir’s em-

pire of scents became reality after a customer asked him a

simple question over 10 years ago. At the time he was

employed in the cosmetics section of a department store

and his job was to have customers sample perfumes.

What was the question, you ask? – Does Norway have its

own perfume? The

rest is history.

Hailing from Norway,

Geir came to the

United States to study

acting. Sometimes we

think we’re destined

to follow a specific

dream when we find

ourselves in mid-field

playing a completely

different ball game.

The key is to take

what’s been handed to

you and make it work.

From that one ques-

tion came a bold idea

that has turned into

tremendous success,

of course preceded by

years of trials and dis-

appointments. But he

made it work.

Over ten years ago

fragrance designer

Geir started his line

with Laila, a parfum

for women, which he

dedicated to his

mother on Mother’s day, followed by Geir, his men’s co-

logne. Today, Geir has many items in his product line. All

of his fragrances are made from natural ingredients.

Above all, Geir continues to work with various charities,

including the Norwegian Cancer Society and Susan G. Ko-

men for the Cure. He also raises money for abused chil-

dren.

From time to time, we like to follow up with entrepreneurs

we’ve previously interviewed to find out what’s happening

with them and their entrepreneurial endeavors. We inter-

viewed Geir a while ago and decided to check in on him.

He has expanded his business to include many other prod-

ucts for men and women.

Here’s what Geir has been up to recently.

Monica: How has the

recession affected your

business, if at all?

Geir: People are not

rushing into the depart-

ment stores right now.

So, what I’ve been doing

is becoming a part of

fashion shows or other

events that the depart-

ments stores have. You

have to be smart and

think about where the

customers are going and

why and then try to be a

part those events. I also

have a personal story that

I share with customers

about the fragrance,

Laila and how it began,

and it’s a story that peo-

ple can relate to.

When I’m at Disney

World, there are a lot of

people there, so I try to

place myself where there

are lots of potential cus-

tomers. Recently I was

in Orange County at

Nordstrom’s and I proba-

Minding My Business

September-October 2009 | Exceptional People Magazine | 27

bly had my best show ever since I began the business

over 10 years ago. You have to work hard but also work

smart. By working smart you think of ways to make your

business succeed in this economy. You do it by thinking

outside the box.

Monica: What new products are you currently adding to

your line?

Geir: You have to know what customers want. I do re-

search to find out what people want related to my line,

even in this economy; and it’s something for the face. So

I’ve been working with dermatologists to come up with a

product that is unique but affordable which will help peo-

ple feel good.

I’m also developing a new fragrance that I think will de-

but next year. It’s exciting. The key to success is stick-

ing with what you know and being happy with it and

making it grow.

I’ve also been working on television opportunities to help

motivate people to take care of themselves, as well as

inspire them to fulfill their dreams. I have been working

with women for the past 12 years in my business and so

many of them have dreams but can’t make them a reality

or don’t know how. I’ve also met women who have been

in abusive relationships and they often tell me their sto-

ries. I want to do something for them and make a differ-

ence in their lives, as well.

I have a background in health and fitness. I travel over

200 days of the year, and yes it’s hard to stay in shape but

if you have a plan and stick with it, it’ll work for you. I

also want to do videos and write books.

Monica: How do you explain your longevity in the fra-

grance business?

Geir: Being consistent, believing in what I do and be-

lieving in my products. You have to believe in yourself,

like the people who surround you and get positive energy

from them. If you have people around you who con-

stantly put you down or are always complaining about

something, then you become that. Surround yourself

with people who think and act positively even during bad

times, such as the current state of our economy.

Monica: Looking back, is there anything that you would

do differently?

Geir: Yes. I said “Yes” too many times. I went to places

with my business that didn’t necessarily make money for

the company. In the long run it may have helped get my

name out there but I did a lot of smaller events and spent a

lot of time, effort and money doing them. The return on

those investments did not pay off. I don’t necessarily regret

it because I received publicity but I think I spent too much

time on things that didn’t help the business grow finan-

cially. I learned from that.

Monica: A few years ago you were practically a one-man

business. How many people are currently working for you?

Geir: I have independent contractors who help me with

special events. For example, for Christmas I had about 30

to 40 people. I have a person who works at the office, one

who does public relations and one who handles store ac-

counts. The others are independent contractors.

Monica: Do you think you will ever partner with anyone

else?

Geir: Sure, if the right opportunity comes along.

Monica: What are some of your best selling products?

Geir: The Laila fragrance, the hand and body cream and

the natural deodorant. The men’s cologne, Geir is doing

very well also.

Monica: In the grand scheme of things, how do you want

people to feel when they use your products?

Geir: I want them to feel that the products I have come

from within, from love. That’s one of the reasons I came

up with Laila. It’s because I wanted something that re-

minded me of my mother and my childhood.

Monica: Where do you see the company three years from

now?

Geir: I think the company may become involved with a

larger entity, maybe distributing my products worldwide. I

have products in about 200 stores in Europe.

Monica: What makes you most happy?

Geir: Helping people is what really makes me happy. I

have a friend, who couple of years ago had gained weight

and became depressed. I convinced her to come to New

York. I got her on a diet. In one year she lost almost 100

Minding My Business

28 | Exceptional People Magazine | September-October 2009

pounds and became a contestant on

Dancing with the Stars.

I see myself making a fitness video,

not necessarily for people who want

to be in tip-top shape but for those

who need to loose weight, simply

want to take care of themselves and

live happy lives.

You can make a difference with what

you do in business. You can be a

role model to other people and treat

people well. You can be nice and

kind and still be successful.

Geir: I want people to look at my

product line and my life to see that

“this guy” is a kind person and my

product line reflects that.

Monica: Your last word?

Geir: I always say to people, look at

yourself as your best friend. How do

you treat your best friend? You treat

them well. So do the same thing with

yourself. Respect yourself and don’t

put yourself down. Life will be a

little easier and you’ll find you can

make things happen.

Geir recently wrote a booklet that

shares his thoughts about his mother

and how she inspired him to achieve

all that he has accomplished starting

from nothing. Geir’s product line as

well as his booklet: “Letters from a

Son to His Mother” are available

at: www.laila.com. �

Minding My Business