Today beauty industry is booming, underscoring a heightened emphasis on personal grooming and appearance among consumers. Queenie Singh, an international style icon and renowned jewelry designer, stands as a paragon of entrepreneurial success and innovative vision in the beauty industry. With a rich academic background, holding a degree in Mathematics and a Master of Science in Operations Research, Queenie’s journey into the world of luxury and beauty is both fascinating and inspiring.

Queenie began her entrepreneurial journey two decades ago with the launch of her jewelry brand, Jewels By Queenie, in 2003. Initially, as a sole proprietor, she organized small-scale pop-up events, transforming her venture into a thriving business. Her prior career in modeling and her crowning as Miss India played a pivotal role in elevating her brand’s stature. Today, Jewels By Queenie attracts a diverse clientele globally, including prominent markets in India, the UK, the US, Hong Kong, Saudi Arabia, and Dubai. Her collaborations with prestigious entities like Rolls Royce and Forbes magazine have further cemented her reputation in the luxury sector.

In a significant and recent expansion, Queenie has ventured into the beauty industry with Beauty By Bie. Teaming up with Dr. Dinyar, she launched this clean beauty brand just three and a half years ago, aiming to introduce a new range of innovative beauty products. BIE embodies the principles of clean beauty, emphasizing natural, effective, and ethically sourced ingredients. Under Queenie’s leadership, BIE is fast becoming a name synonymous with quality and integrity in the beauty industry.

Embarking on an exclusive exchange with Women Entrepreneurs Review magazine, Queenie shares insights on her evolution from a jewelry designer to a clean beauty advocate and entrepreneur. Let’s delve deeper!

How did your time at Lady Shri Ram College shape you as an individual and professional?

Notably, I experienced a remarkable academic environment there. The college fostered a culture of dedication among students and offered exceptional education, faculty, and facilities. I have fond memories of socializing with friends in the canteen and hostel. I formed friendships with peers from diverse academic backgrounds, including English Honors and Economics, and we continue to reconnect and reflect on our experiences at Lady Shri Ram College. One vivid memory is the freshmen introduction event, where I participated in a distinctive silver foil attire. Overall, my college journey was enriching, characterized by a strong emphasis on attendance and discipline.

Tell us about Beauty By BIE.

At BIE we believe that beauty is more than skin deep. We offer a range of clean beauty products for a complete skincare routine. Our product range includes a cleanser, face wash, and serums tailored to different skin types. Additionally, there are eye gels, masks, creams, and oils. We also provide a natural-based sunscreen. Our products are designed to be used together for the best results. We recommend using these products as part of a routine to achieve the best results for your skin.

What were some of the most critical challenges that you encountered as an entrepreneur and how did you overcome them?

Reflecting on my journey with gratitude, I must say that it has been a relatively smooth one with only minor setbacks. Three to four months after launching my brand, I ventured into the challenging market of Los Angeles. I faced the hurdle of navigating customs and managing inventory, as well as understanding the preferences of the audience through international exhibitions. Understanding and catering to the audience's needs has been crucial for both my jewelry and beauty brands. We have focused on clean beauty and educating consumers about the importance of toxin-free products and skincare. However, I encountered numerous challenges such as adapting to new-age technology, marketing through digital platforms, setting and achieving business targets, and transitioning from a proprietor company to a corporate one. Learning about fundraising and investor relations was also a significant learning curve. But overall, making a success of my ventures has been a rewarding project.

Throw light on the most important professional milestone, awards, or recognitions that you have achieved so far.

As a two and a half years old venture BIE is relatively young, but has already received several awards for its contributions to the jewelry industry. I won the Best Designer Award at the International Designer Award for three or four years. Also, I had the opportunity to work with ‘Midday’, a leading newspaper in Bombay, for their makeover column and I received various accolades and awards for this work, including the Midas Touch Award. This experience led to the inception of the beauty journey, with the belief that women can transform at any stage of their lives. BIE stands for beauty and the goal of our brand is to acknowledge and celebrate beauty in everything, and to help individuals make positive changes in various aspects of their lives, not just in their skin, but also in their overall presentation, aura, and energy.

How do you keep yourself updated with the latest technologies and industry trends?

We continuously monitor our competitors and stay informed about the activities of other brands. I research new brands and products, particularly those launched in locations like Los Angeles and Paris, to comprehend the ingredients and formulations being utilized. Especially, our R&D department assesses ingredients and their combinations to ensure our products are supported by scientific evidence and consistently enhanced based on market feedback.

Shed light on your future plans both as an individual leader and company head.

Well, the sky's the limit. The learning curve in this industry is upward and onward, as we experience and learn a lot of things. The idea is to increase our numbers, engagement, and consumer base. We've conducted workshops in various parts of the country, with Dr. Dinyar, to educate people, including those with access to expensive products, who don't know how to use them. Our focus is on education, awareness, and getting our product out there. We aim to become a unicorn company, and I believe we have the potential to achieve that.

Any advice for upcoming entrepreneurs or young professionals in the field?

To truly understand beauty, comprehending every aspect of beauty from start to finish is required with discipline and consistent effort. Passion for beauty should be the driving force, not just the money. Success in this industry is completely obsession-driven and implies personal involvement in the business.

Queenie Singh, Founder, Beauty By Bie

Queenie Singh, the Founder of Beauty By Bie is an international style icon & a renowned jewelry designer with over 20 years of experience in the industry.