Aline Wong

- Entrepreneur, Designer, Role Model, and Lady Golfer

Aline Wong
Aline Wong
Aline Wong

Aline Wong

Textile Engineer

WebSite: L’IN Design Ltd

She talks about her brand, L’IN, that she explains is a lifestyle product that is all at once comfortable, trendy and elegant.

Meet Aline Wong, whose boundless energy, drive and innovation have seen the fruits of her determination extolled in success and achievement and becoming not only a leader in opinion, but an opinion leader too. Swingtime Business of Golf spoke to this very fascinating person.

ST: You are one of the most successful women entrepreneurs in Mauritius and in this capacity, you are a role model for many aspiring young business women. How does this success story begin?

AW: I was born in Mauritius and educated here. My background is of production and textile engineering and I currently operate in this regard with my own business. Initially I was supposed to be a doctor. I achieved good academic results and envisioned myself saving lives. Being the independent person that I am, I wanted to earn some money before going to study.

I then worked at Floreal Knitwear, and it was there and with the encouragement of my boss and mentor, who recognised my abilities in that I was a quick study, articulate and dynamic, and swiftly declared that my country needed me in the textile sector. It was at this period, that the textile industry in Mauritius was really booming, especially with the contribution from Chinese from Hong Kong and this saw the industry bolstered and lively with export to those benefiting with preferential rates and the like.

I was 21 years old, was trained in all aspects from a practical point of view, obtained a degree in textile and production engineering and proceeded to mount and get factories running with young production managers for Floreal Knitwear. It was a very exciting time with starting up and opening factories in villages and consequently stimulating employment across the island.

ST: What was the motivation then to embark on the journey of developing your own business?

AW: I was always inspired to become an entrepreneur. Simply put, I wanted to be the master of my own time and destiny and invest my passion into realizing my own projects and dreams. After four years with Floreal Knitwear, being coached by my boss and developing factories and together with my energy and experience I decided to start my own factory.

ST: This sense of drive, has it always been present in your life and in the makeup of your psyche?

AW: Oh yes indeed. I have always wanted to be in a position where I could make things happen and this led me to the positions of head girl, class captain, captain of the volley ball and basketball teams at school and being “a leader in opinion” and “an opinion leader” since the age of 10.

ST: Would you please describe the process of establishing your own business?

AW: I first began with the local market, but this proved to be very difficult. With my knowledge of, and my insight into production for the export market, I then ventured into that particular sector. I did my first export to Reunion Island, where I was very well received and later Paris. I also participated in many trade fairs since 1991 to not only capture markets but also position myself as a professional export manufacturer. Even though I had a small enterprise, my professional background, expertise and experience not only counted in my favour, but I was also not viewed as a micro-entrepreneur, which can limit one’s prospects.

ST: Being a woman in the business sector of Mauritius characterised as a patriarchal environment, have there been any particular challenges you have had to face?

AW: In Mauritius, it is true that the business sector is male-dominated, but I can say I never had any apprehensions concerning that. Surrounding the focus of knowing what I want in life and being able to direct the fulcrum of my abilities to successful ends for the many projects that have captured my interest have certainly contributed to my confidence as a business woman and so I am able to act independent of the socio-economic status quo. This is why I called my company “L’Inattendu”, which means "the Unexpected".

ST: Not content to be a successful export manufacturer, you have also developed your own brand called L’IN. How did that come about?

AW: In 2000, I could foresee that the textile industry would have many problems to contendparticularly in the context of preferential rates and the effects of globalization. This created the impetus for me to develop my own trademark. Today there are two branded L’IN Boutiques and four branded corner stores in Mauritius. We also have a presence in Reunion Island. In 2011 we will be opening up two further stores, one in Grand-Baie and one in the new Bagatelle Shopping Centre currently under construction. Developing the brand is a strategic process and this currently takes the form of franchising in South Africa, and solidifying the brand presence in Reunion, Geneva and Maputo with a dynamic export approach. Brand expansion in other countries brings a return on investment and creativity.

ST: What is the philosophy behind the L’IN brand?

AW: L’IN is a lifestyle product that is all at oncecomfortable, trendy and elegant.

ST: Who is the L’IN customer?

AW: Our L’IN customer is the dynamic individual balancing all the aspects that contribute to a successful life. Someone who is passionate, works hard and who also enjoys time for relaxation and serenity. Hence the clothes provide quality, comfort, travel well, are trendy and sophisticated and slot into your lifestyle.

ST: Your boundless energy goes beyond the trade of the textile industry of production and export and extends to NGO work as well.

AW: Oh yes, being supportive of small and medium enterprises and the development of women entrepreneurship in the country have always been dear to my heart.

ST: How did this come about?

AW: After five years of the establishment of my business I was awarded the Women entrepreneur of the year in 1996 and together with international recognition this created the impetus for me to act in an inspirational role for other women. I was the president of “Association Mauricienne des Femmes Chefs d’Entreprises” (AMFCE) from 1998 to 2001. Since 2003, I took a greater commitment on an international level in the capacity of the Commissioner for the African programs for Femmes Chefs d’Entreprises Mondiales (FCEM) and been a member of the Steering Committee of FCEM since 2009.

ST: What does the FCEM do?

AW: We bring together women entrepreneurs, young and established to foster the entrepreneurial spirit and skills as a network for sharing ideas, learning new laws that are applicable and acting as a voice to influence the budget with the aim of the development of women entrepreneurs. There is a discernable lack of women representation on various boards, be they private or governmental making decisions in business and economic policy. This brought me to a position of acting as a catalyst for women entrepreneurs. Hence, with the support of the United Nations, I have done three publications investigating the roles and effects of women as they play out socio-politically and economically in Mauritius and in the Indian Ocean Region. These are Gender Equity at board levels in Mauritius, Les licenciements de la Zone Franche à Maurice and Women Empowerment in Politics in the Indian Ocean.

ST: Are there any specific achievements arising out of this association that you are especially proud of?

AW: Yes there are. In creating the Empowerment for Women Foundation, we were able to assist 30,000 women who were retrenched and helped them rebuild their economic life with a strong aim of returning to them their dignity. This was accomplished through their being re-skilled, providing the necessary platforms and or knowledge to become entrepreneurs of small businesses either in groups or as individuals. In fact we have helped create at least 1,500 women entrepreneurs with 5,000 women reintegrated into other jobs. What is important to note is that this was financed through the budget as a result of the studies I completed as a consultant for the U.N which I mentioned earlier and me lobbying for a budget for the livelihood of women who have been retrenched. As the Commissioner for the African programs I am in the process of duplicating this empowerment program in the Indian Ocean Region, particularly in the Comoro Islands and Madagascar.

ST: Last year you entered the domain of politics. What was that experience like?

AW: I had been asked to run before. And once again, another opportunity presented itself for me to broaden my horizons, being the curious person that I am. Overall I found the experience very enriching. As a newcomer to the political gambit I lost by only 280 votes within a constituency with a distinctive patriarchal culturally-engrained psyche. Post election analysis reflected that this however was a remarkable achievement, together with a limited campaign time and the absence of a coach in tune to the mechanics and landscape of politics here. I would have to say that my rational mind could not meet and adapt, however, to the irrationality of Mauritius politics, but I am not closed off to what the future may hold in this regard.

ST: With such a busy schedule, how do you spend the little time you have for leisure?

AW: I used to play tennis with my children, who are all now grown up. Trying to find friends who were available to play tennis was difficult, so I took up the sport of golf, which did not necessarily require a partner and afforded me the space to play on my own time. I have been playing since 1996 and would play from 7.00 in the morning till 8.30 and then be off to work. When I started playing I won 7 competitions in a row, which gave me great confidence to work hard at learning all that golf had to offer. My best handicap to date was 17; bearing in mind that one must make time to practice, 2011 is definitely the year that I invest more time in my golf. I also scuba dive, and try to go every two weeks. It is another world that is peaceful and serene and so inspiring with the different corals and fish which are an ever changing kaleidoscope of colour. As a creative person in a creative industry these two pastimes are perfectly suited not only to my lifestyle, but serve as relaxation and inspiration for beauty and excellence.

ST: What is your message to the women of not only Mauritius, but the rest of the world?

AW: I say to them, “Dare to be confident and believe in yourself no matter what, and that between failure and success is a very fine line of perseverance and determination, and that makes the difference”.