"It is not easy to be an entrepreneur" with Erum Ilyas
/
Erum Ilyas is a Board Certified Dermatologist and the CEO and Founder of AmberNoon. She has been in private practice for over 15 years and started AmberNoon, her sun-safe brand of clothing, accessories, and skincare, about 3 years ago.
What inspired you to start your business?
My patients are the true inspiration for starting AmberNoon. I have built a practice of over 30,000 patients over 10 years and diagnose and treat thousands of precancerous spots and skin cancers every year. I spend time with each of my patients learning and understanding daily sun-protective behaviors and the barriers my patients face in finding practice sun-safe solutions.
Where is your business based?
My business is based in Wayne, Pennsylvania.
How did you start your business? What were the first steps you took?
The foundation of my business is truly the research I performed on textiles. I studied textiles as it was well established that an average white T-shirt only offers a UPF of about 3 which is not enough sun protection. It is also well known that according to the Skin Cancer Foundation, clothing is the most effective form of sun protection if it is tested to confirm its ability to do so.
I work with over a dozen textiles that I have studied to have a UPF of 50+ without UV chemical finishes. The fibers are interlaced to create textiles with decreased porosity to block UV rays. The composition allows for the textiles to retain UV blocking capabilities through 40 laundry cycles. Sustaining a UPF rating through 40 washes is the industry standard for chemically treated textiles that I was able to demonstrate without the need for additional chemical finishes.
I also developed design features focused on allowing people to reveal and conceal stylishly while still protecting their skin effectively. I evaluated body surface area (BSA) through non-parametric and parametric modeling to determine design features for clothing that permit maximal UV protection through adaptable functional yet stylish features and reduce the number of sunscreen products needed to achieve sun protection. The basis of these studies is understanding that numerous studies have confirmed chemical sunscreens when applied to the skin in recommended amounts are absorbed into the bloodstream at 4 times that safety limits after just 1 day of use. By evaluating BSA for our clothing items and design features I demonstrated a reduced quantity of sunscreen needed to protect the skin if clothing is effectively playing this role. This permits the use of chemical sunscreens by reducing the quantity used and hence reducing the concentration of the product that can accumulate in the bloodstream.
With textiles in hand and designs developed I worked with manufacturers in Los Angeles to bring my concept to life.
What has been the most effective way of raising awareness for your business?
The initial challenges I faced from a marketing and PR perspective was the fact that my line blurred the line between health and fashion. I have had and continue to have a significant amount of media coverage however many outlets will initially not know if they should highlight my brand under the health segment or the fashion segment. I was fortunate as most started with health and then followed it with the fashion coverage simply because it was obvious that my line is not just functional, it’s also fashionable!
What have been your biggest challenges and how did you overcome them?
My biggest challenge has been balancing my Dermatology practice along with AmberNoon. The two are closely linked in that my medical practice lends credibility to my sun-safe brand, however, both are very busy.
How do you stay focused?
I constantly remind myself of my brand’s mission. In so many ways AmberNoon is a service-oriented brand by providing options that simply did not exist before. By remembering that my bottom line is building awareness and educating the public on the current barriers to sun safety and providing sun-safe solutions, I am able to keep focused and move forward.
How do you differentiate your business from the competition?
The key differentiating factors for my brand are 3 distinct elements.
The first is that I do not use textiles that have been treated with UV chemical finishes. These finishes have very few studies evaluating their safety and absorption by our bodies when wet or the safety in waterways. We are only now learning the impact of chemical sunscreen products on our health and the environment. By demonstrating the fact that these finishes are not in fact needed to achieve sun protection my goal is to ensure the safety of my patients while remaining environmentally conscious.
The second is that I designed this line with my experience and expertise as a Board Certified Dermatologist. I have performed thousands of skin cancer screenings and have studied and recognized the patterns of sun damage that reflect patterns of behavior when it comes to sun safety. By addressing the daily UV exposure that causes chronic sun damage that results in premature aging and skin cancer, I have been able to produce a practical solution that is more informed and usable on a daily basis.
And, most importantly, my clothing is stylish! This is a line of clothing you can wear to work, to a party, to a cocktail party, to the beach – and never look out of place. This is a beautiful solution to sun protection.
What has been your most effective marketing strategy to grow your business?
Education on the need for daily sun protection along with the fact that clothing can provide a false sense of security in the sun. By helping our customers understand the challenges of sun protection so that they can actually take steps to effectively protect their skin is the most important aspect of our marketing strategy. It has made our customers look at their wardrobe with a different lens and expect more from their clothing.
What's your best piece of advice for aspiring and new entrepreneurs?
It is not easy to be an entrepreneur. The most important advice I can give is to stay within your means and just keep moving forward. Learn to be creative, learn lots of new skills, and learn how to do things on your own before you delegate them out. It is far easier to hold staff and consultants to a realistic metric if you have first-hand knowledge of what they do.
What's your favorite app, blog, and book? Why?
I really enjoy listening to the podcast ‘How I built this’ on NPR. Aside from being inspiring, it helps me refocus my efforts when I’m finding myself looking for new paths forward.
As far as books go, one of my books is the 5 Levels of Leadership. In so many facets of life – seeing patients, raising my children, having employees- communication and leadership are vital skills.
What's your favorite business tool or resource? Why?
A network of fellow entrepreneurs has been the most important and effective resource for keeping me focused and finding new opportunities. Before I was named a Tory Burch Fellow in 2019, I had no idea just how important a network of female entrepreneurs can be. This has been my most valuable and effective resource since starting AmberNoon.
Who is your business role model? Why?
This is a great question that I have been asked so many times that I wish I had one person to point to. Instead, I have a lifetime of role models that have shaped my entrepreneurial mindset and guide my thinking. Most of my role models are dermatologists I have been trained by or worked with through the years. They have taught me how to run a business, be a mom, and available for my family at all times, how to know my value as a physician, and how to help and serve the communities we live in.
How do you balance work and life?
I have 3 teenagers and my husband is a well accomplished and very busy Orthopaedic Surgeon. I build my schedule with my family’s schedule first and then I fill in the remaining time to work and develop my businesses. My first priority is always family, then my patients, then my businesses. When priorities are set it is far simpler to balance work and life simply because there is a clear metric to apply to every situation that arises.
What’s your favorite way to decompress?
I go for walks every evening and often take one or more of my kids or my husband. It gives us a chance to connect and relax. If no one is available, it is a great time for me to listen to podcasts.
What do you have planned for the next six months?
Over the next six months, I plan to further develop other aspects of my brand. I am looking to focus more on children’s sun protective needs. I have developed our children’s line called AmberKids. By developing sun safe options for kids we have a real opportunity to decrease the overall incidence of skin cancer given the role that childhood sun exposure plays in the development of skin cancer.
How can our readers connect with you?
On social media, AmberNoon can be found @ambernoonstyle and my Instagram account is @drerumilyas.
