Ifat Hindes has a colourful career history. Growing up and educated in Hong Kong, she dove deep into the public relations world and has worked with major companies across the globe. Eventually, she founded Vibrant Concepts, working specifically with health and wellness brands in Hong Kong. Here, she tells us about her background and her personal and business goals.
1) Can you tell us a bit about yourself and your background?
I was born in Israel, lived the earlier part of my childhood in St Maarten and then moved to Hong Kong in 1984. I went to high school and university here.
With a love for people and a passion for always learning new things, it was only natural that I dove deep into the public relations world, where I got to work with different industries. The renowned Hanart TZ Gallery, still today one of the leading galleries in contemporary Chinese art. The Stauntons Group of restaurants during the birth of the Soho scene in the early 2000s, as well as Miskeen Originals, an urban clothing company, heading up its Asian division and working with celebrity endorsements, making sure every type of artist around the globe wore its clothes.
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This was all before Facebook, Instagram – even before Myspace. I had to shimmy my way in, hustle a little and make sure the press was around to snap photos. I got to meet amazing artists from Boys 2 Men, Soldier Boy and even Pras Michelle (from the Fugees) who came and headed up the launch of Miskeen Originals in Hong Kong.
In the last few years, I was diagnosed with Epilepsy, which has progressively gotten worse, as well as Meniere’s Disease. This meant that I’ve had to sit, take a deep breath and really think about what is it that I can do with the chronic illnesses. Screen time is an issue so I have become more limited in being able to do the things I’m passionate about.
2) Can you tell us about Vibrant Concepts and what it offers?
When Vibrant Concepts was created, we initially started working with health and wellness brands in Hong Kong who were dedicated to supporting and growing businesses that make a positive impact and seek to provide lasting value.
Whilst this was the ideal dream, Covid had restricted a lot of our growth plans. My chronic illnesses, as well, had debilitating effects from time to time, so I had to reevaluate with our partners what exactly was possible.
We have decided to dedicate our time and efforts to specific brands on an advisory basis only. We work closely to educate our clients on how to research, identify, analyse and execute new business initiatives, and help to build foundations for significant and sustainable growth through yet-to-be-realised opportunities. Essentially, we help them to take their power to be self-sufficient in their business development strategies.
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3) What inspired you to become an entrepreneur?
The ability to create – which I found wasn’t available in Hong Kong, as well as the sheer curiosity to learn more and understand more. Mostly, I just love to help.
4) What are your business and personal goals for 2022?
Personally, I think mainly learning and practising ‘not sweating the small stuff’ and to put it simply – to be happy. To achieve this, I make sure I do things in order to keep myself and my family consistent since inconsistency drives imbalance, which drives upset (at least in our experience).
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I’ve also started to pick up studying again, and am loving it. I’m able to apply all the ups and downs in my life to really understand.
Business-wise, to continue working with my favourite brands such as LONO, Armara Glow and iGETU Botanicals.
5) Could you tell us the achievements you are most proud of ?
- TOP PICK FOR ‘LITTLE LUXE’ CITY GUIDE 2013
- FOODIE FORKS AWARD 2014, Editors Choice
- Mediazone’s Most Valuable Companies in Hong Kong Award 2016
- Recognised as one of Hong Kong’s leading Ambassadors in Health and Wellness
- Leading HK KOL within Health & Wellness, Lifestyle Brands,
- Public Speaker on Health, Wellness and Women’s Issues
- Global Ambassador for Operation Smile
- Natural light photographer
- Choice Cooperative / Choice Healthy Foods – Created Hong Kong’s first Gluten Free, Vegan & Allergen Friendly Cafe & Bakery with Hong Kong’s first indoor non-sensory repurposed wood playground. Where most of my entrepreneurial awards were received and noted as a trailblazer within the beginning of the industry in Hong Kong.
6) How do you make yourself happy and ritzy in life?
- Stay true and kind to myself and others.
- If something isn’t serving me anymore – walk away.
- My children’s happiness is number one.
- My husband’s smile is everything.
- My closest friends and my family’s joy and laughter drive me to be better every day.
- Help others whenever I have the ability to – even if I have nothing to offer but a shoulder.
