Show Notes
Elly was burnt out in the corporate world - successful, but trapped. “A caged bird that needs to be set free,” as she put it to her old boss.So she took the leap: quit her job, gave up her salary, and went all in on Shroums - a functional mushroom wellness brand alongside co-founder Richie. In this episode she tells Noona the real story behind it: years of failed side projects, the phone call that changed everything, the supplier crisis that nearly ended the business a week before Christmas, and the award and investment round that followed.But the heart of this conversation is what it really costs to build something and why Elly's biggest breakthrough wasn't the business at all, but learning to stop running herself into the ground and fall in love with herself first.A must-listen for any founder, especially women building something while raising a family.🎙️ Limitless is hosted by Noona Nafousi. New episodes every Thursday.▶️ Subscribe for new episodes.Chapters00:00 Intro — meet Elly, founder of Shroums00:36 The corporate burnout and the entrepreneurial itch01:06 Years of side projects that never stuck03:24 The phone call that changed everything04:03 Quitting with no salary and two kids05:41 What she had to let go of to follow the dream06:40 The “I can do it” energy — and learning to own it09:55 Her parents' split and becoming the mediator12:30 Compassion for everyone but herself17:51 What drew her to Shroums and the wellness industry19:11 What makes Shroums different21:35 Advice for getting into the wellness business26:08 The supplier crisis that nearly ended it28:42 Letting go to lead a global business34:08 “You're all you've got”38:14 Nosy Noona quick-fire questions45:46 What limitless means to Elly47:04 Where to find Elly and ShroumsWork with Noona🔹 1:1 Executive Coaching → https://neonoor.com/work-with-us/🔹 Keynote Speaking → https://neonoor.com/services/speaking-events/🔹 Corporate Training & Workshops → https://confidenceclaritystrategycall.as.me/schedule/a95442fe🔹 Coaching Session Questionnaire → https://form.jotform.com/Neo_Noor/coaching-applicationConnect with Noona📲 Instagram → https://www.instagram.com/limitlessbynoona🎥 YouTube → https://www.youtube.com/@limitlessbynoona🌐 Website → https://www.neonoor.com📩 Email → [email protected] Nafousi is a Master NLP Trainer, executive search veteran of two decades, and the creator of The Limitless Leader Codes. Through Neo Noor, she works with leaders and organisations across the world to unlock peak performance from the inside out.
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Callum and Paul, the stylist and colourist behind By The Boys in Dubai, were weeks from moving to LA and filming a Netflix show when COVID shut everything down in March 2020. They had already handed back their UK salon, given up the house and thrown the leaving party, so they moved to Dubai and built a brand people were chasing before it had a front door.Across 44 minutes with Noona Nafoosi, you get the full LA story, how Callum grew his first salon from age 19 to a £2 million turnover with 42 staff, why By The Boys pays uncapped commission instead of salaries, and the emotional weight hairdressers carry for their clients. It ends with the plans for salon number 2 and a round of Noisy Noona questions that nearly broke the host.Chapters:00:00 Introduction02:50 The LA dream and Netflix04:32 COVID and the Dubai pivot06:11 A stylist and colourist double act11:23 A salon with no door18:18 Dyslexic at 19, £2 million later21:00 Hairdressing's hidden millionaires23:05 No salaries, uncapped commission24:46 The trauma bomb behind the chair30:13 Nosy Noona questions40:41 Salon number 2Connect with Callum & PaulInstagram: https://www.instagram.com/bytheboysdubai/ https://www.instagram.com/paulstandenmay.colour/ https://www.instagram.com/callumstandenmay/Work with Noona🔹 1:1 Executive Coaching → https://neonoor.com/work-with-us/🔹 Keynote Speaking → https://neonoor.com/services/speaking-events/🔹 Corporate Training & Workshops → https://confidenceclaritystrategycall.as.me/schedule/a95442fe🔹 Coaching Session Questionnaire → https://form.jotform.com/Neo_Noor/coaching-applicationConnect with Noona📲 Instagram → https://www.instagram.com/limitlessbynoona🎥 YouTube → https://www.youtube.com/@limitlessbynoona🌐 Website → https://www.neonoor.com📩 Email → [email protected] Nafousi is a Master NLP Trainer, executive search veteran of two decades, and the creator of The Limitless Leader Codes. Through Neo Noor, she works with leaders and organisations across the world to unlock peak performance from the inside out.Subscribe so the next Limitless Podcast conversation lands in your feed automatically.Subscribe to the Limitless Podcast for new episodes with Noona Nafousi every week.
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