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24 | SpousesinBusiness and Employment ASALI Designs


Mindy Arora launched her own genuine luxurious leather gift business, ASALI in May of last year. Based in avillage on the outskirts of Lincoln, the Families Federation caught up with Mindy to find out about her journey and how having her own business flourishes alongside life as an RAF wife.


Families Federation caught up with Mindy to fi nd out about her journey and how having her own


Having studied Economics at university in Liverpool, Mindy also met her husband to be, James. Whilst James proceeded along his career path in the RAF as apilot, Mindy took on her own route, working in the world of marketing and publishing sales in London.


took on her own route, working in the world of marketing and publishing


Mindy shared:


“Living in London wasn’t really sustainable with having your other half in the RAF and as such needing to be closer to astation. So Ithen decided to train as aschool teacher with the idea that Icould always find ajob wherever James was posted. Iabsolutely loved teaching and carried on for afew years. It was also during this time that we started our family and are now very proud parents to our two children.


“Living in London wasn’t really sustainable with having your other half in the RAF and as such needing to be closer to a station. So I then decided to train as a school teacher with the idea that I could always fi nd a job wherever James was


“In parallel to teaching, Ialso started to help a very good friend as he set up his own business and needed someone to cover the marketing side of things. Then gradually, the teaching ceased and Arora Marketing grew (tick business number one!). This was agreat opportunity to work from home alongside being amother and wife. Ithen went on to take on more clients, some are still with me today and Icontinue to manage their social media, web design and general


side of things. Then gradually,the teaching ceased and Arora Marketing grew (tick business number one!). This was a great opportunity to work from home alongside being a mother and wife. I then went on to take on more clients, some are still with me today and I continue to manage their social media, web design and general marketing.


“In doing this, my marketing skillset had been refreshed, reinvested in and I was ready to take on another challenge.”


“In doing this, my marketing skillset had been refreshed, reinvested in and Iwas ready to take on another


“If you already have abusiness idea, that’s half the battle.”


The business The business


ASALI, translates to ‘genuine’ in Hindi and as such, this family run business has this ethos running through absolutely everything the company does. (The passion certainly came


across in Mindy’s voice so let there be no doubt.)


All products are made from high quality leather and those in the military range hold agenuine license from the MOD. As well as celebrating these brands, Mindy has created asmall range of ALI’s own products which also


leather and those in the military range hold a genuine license from the MOD. As well as celebrating these brands, Mindy has created a small range of ASALI’s own products which also have created a great deal of interest.


have created agreat deal of interest. To add further, ASALI donates a


portion of revenue from every aviation-designed product to carefully selected charities:


add further,ASALI donates a portion of revenue from every aviation-designed product to carefully selected charities:


•RAF Association and Combat Stress


•Battle of Britain Memorial Flight


• Battle of Britain


•Juvenile Diabetes Research


Fund (JDRF) ENVOY |S| ummer 2018 |www.raf-ff.org.uk Summer nd (JDRF)


• RAF Association and Combat Stress


•Jon Egging Trust • Jon Egging Trust


“If you already have a business idea, that’s half the battle.”


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