We are excited to present an exclusive interview with Durana Elmi, the Chief Operating Officer and founder of Cymbiotika, a company dedicated to providing superior plant-based supplements for optimal health.
An Afghan immigrant, philanthropist, and health advocate, Durana shares her journey of transforming the supplement industry by prioritizing transparency, quality, and innovation. With a strong focus on empowering women in her company and the broader community, Durana is passionate about creating a diverse, inclusive, and nurturing environment for her team.
As a wife and mother, she understands the importance of work-life balance and leads by example, inspiring others through her dedication and passion for health and wellness.
Join us as we delve into the world of Durana Elmi and discover her vision for success in 2023 and beyond
Table of Contents
We Are Thrilled To Have You Join Us Today! Let’s Start Off With A Little Introduction. Tell Our Readers A Bit About Yourself And Your Company.
Durana Elmi: First off, thank you so much for having me. My name is Durana Elmi, and I am the Chief Operating Officer and founder of Cymbiotika. Our story began with a need to fill nutritional gaps and provide our bodies with everything vital for optimal health.
We recognized an alarming lack of transparency in the supplement industry, with products full of fillers, toxins and synthetic ingredients. Personally, I was reluctant to take supplements because I couldn’t trust them. After years of research, our team at Cymbiotika has created the best supplements on earth.
We combine scientific innovation with traditional Eastern medicine to design formulas that synergize with the body, and are sourced from only the highest quality plantbased ingredients. Outside of Cymbiotika, I am an Afghan immigrant, philanthropist, health and wellness advocate, and perhaps my most important title: a wife and mother to my two beautiful daughters.
In The Past Year, What Is The Greatest Business Achievement You’d Like To Celebrate With Your Team? Please Share The Details Of That Success.
Durana Elmi: I’m proud to say that women make up 70% of our team. I am passionate about women’s empowerment and recognize the importance of empowering them within our company and in the broader community.
In our company, I’ve prioritized leading events specifically for women to provide mentorship opportunities, deepen relationships, and grow through workshops.
Diversity and inclusion are critical to our success, and we’re constantly working to create an environment where everyone can thrive.
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What Advice Do You Wish You Received When You Started Your Business Journey And What Do You Intend On Improving In The Next Quarter?
Durana Elmi: In the world of business and entrepreneurship, failure is a shared experience. However, it’s important to remember that failure is not the end – it’s a new beginning to learn, grow, and try again. So, fail with confidence.
Be self-assured in your abilities, and do not allow setbacks to diminish your self-worth or confidence. To succeed in the next quarter, I will continue to lead with business and passion. Those two things are essential when running any business. When you lead with passion, you inspire others and create a sense of purpose that drives you and your team toward success.
Additionally, it’s essential to never stop loving what you do. Passion for your work fuels your creativity, resilience, and commitment. It keeps you engaged, motivated, and energized, even during difficult times. When you love what you do, you’re more likely to persevere through challenges, embrace change, and innovate.
Online Business Keeps On Surging Higher Than Ever, B2B, B2C, Online Shopping, Virtual Meetings, Remote Work, Zoom Medical Consultations, What Are Your Expectations For The Year To Come And How Are You Capitalizing On The Tidal Wave?
Durana Elmi: We’re capitalizing on the tidal wave and staying ahead of the competition by never losing momentum. We’re never complacent and strive to be better than the previous day. One of our strengths as a company is our collaboration. By being physically present in-office, our team can quickly put out any fires that may arise.
As a leader, I want to foster an environment where team members can thrive in a creative, comfortable space. This allows them to tap into their creativity which is essential to enhancing both the customer experience and the technology that customers interact with.
For example, our loyalty program, Arise, was launched just six months after ideation and accumulated over 22,000 members three weeks after launch. This quick turnaround demonstrates how quickly and effectively Cymbiotika team members work together.
Business Is All About Overcoming Obstacles And Creating Opportunities For Growth. What Do You See As The Real Challenge Right Now?
Durana Elmi: The real challenge is the economy—it’s resulted in significant job losses. However, our customer’s well-being and health will always remain our top priority.
Whether through new products, services, or additional support, Cymbiotika is determined to find ways to support all of its dedicated customers throughout their health journey
What Does “success” In The Year To Come Mean To You? It Could Be On A Personal Or Business Level, Please Share Your Vision.
Durana Elmi: First and foremost, our priority is to maintain our position as the number one wellness and lifestyle brand in the space.
We are intentional with everything we do. Every product and formula is thoughtfully made. We only use the highest quality, plant-based ingredients, and we want to pave the way for others to follow.
Second, our vision is to expand internationally to provide customers worldwide with access to the same health benefits we provide. Third, I want the company to continue to build an incredible community of women through mentorship programs and workshops that foster a supportive and empowering environment for all.
To achieve these goals, the company plans to remain at the forefront of technology and health while creating jobs and opportunities for women locally and globally
Jed Morley, VIP Contributor to WellnessVoice and the host of this interview would like to thank Durana Elmi for taking the time to do this interview and share her knowledge and experience with our readers.
If you would like to get in touch with Durana Elmi or her company, you can do it through her – Linkedin Page
Disclaimer: The WellnessVoice Community welcomes voices from many spheres on our open platform. We publish pieces as written by outside contributors with a wide range of opinions, which don’t necessarily reflect our own. Community stories are not commissioned by our editorial team and must meet our guidelines prior to being published.
Durana Elmi: A Remarkable Story Of Success, Family, And Empowerment
Born in Afghanistan, her life took a dramatic turn as she and her family left their homeland due to the persecution of women under the Taliban regime. The move to the United States, initially to Virginia, marked a significant shift in her life. Adapting to a new language, culture, and way of life was no small feat.
The decision to immigrate to the United States was driven by her mother’s unwavering determination. In Afghanistan, women’s lives were once very different, filled with family, music, and delicious cuisine. However, the rise of the Taliban changed everything.
Durana’s mother didn’t want her daughter to grow up in an environment where women’s abilities were suppressed and their voices silenced.
A Journey Fueled By Diversity And Determination
Their journey to the United States wasn’t without its challenges. Durana’s family faced the hardships of being immigrants, adapting to a new culture while preserving their Afghan heritage. Multiple moves eventually led them to Aliso Viejo, California, where Durana spent her formative years in middle and high school.
Durana’s transition from Afghanistan to the US was marked by stark differences in women’s rights and opportunities. For her, the United States represents a land of boundless possibilities and freedom, sharply contrasting the struggles faced by women in her homeland.
Life Before Cymbiotika: Entrepreneurship And The Creation Of Empires
Durana’s path to success began at UCLA, where she developed her skills and gained knowledge in business and leadership. Her professional journey saw her working for significant corporations like T-Mobile and AT&T.
Yet, her entrepreneurial spirit led her to establish multiple startups. Dash Radio, a digital radio broadcasting platform, was one of her ventures. Remarkably, she created and sold three companies successfully, with two of them achieving nine-figure valuations.
Founding Cymbiotika: A Wellness Revolution
One of Durana’s most significant achievements is founding Cymbiotika, a wellness brand that has revolutionized the health and wellness industry. This venture was born out of a desire to bring transparency and trust to the world of health products.
Cymbiotika offers high-quality, plantbased supplements that empower individuals to take control of their health and well-being. Cymbiotika’s success is built on the bedrock of meticulous research and ethical ingredient sourcing.
Every component is meticulously chosen to meet specific consumer needs and preferences, such as being Kosher, non-GMO, and certified organic. Transparency is the guiding principle, and the company is unwavering in their commitment to knowing exactly what goes into their products.
Empowering Leadership With Purpose
At the core of Durana’s leadership is a fervent commitment to empowering women. With a substantial 70% of the team being women, she diligently fosters mentorship opportunities, workshops, and a nurturing environment.
She firmly believes that success thrives on diversity and inclusion, within the company and in the broader community. Her counsel for budding entrepreneurs is a simple yet profound one – embrace failure with confidence. Failure, she asserts, is not a dead-end but a new beginning, a chance to learn, evolve, and make a fresh start.
Her approach to leadership melds business acumen with unbridled passion, inspiring others through her unwavering dedication to health and wellness.
Navigating The Online Landscape: Challenges And Solutions
As the wave of online business continues its ascent, Durana and Cymbiotika remain agile, forever staying a step ahead. Their physical presence in the office translates to swift problem-solving capabilities, underscoring the importance of a creative and comfortable workspace.
This environment serves as a crucible for innovation, enhancing both the customer experience and the technology they interact with. The real challenge of the hour, as Durana sees it, is the broader economic landscape, which has led to substantial job losses. Nonetheless, the welfare and health of Cymbiotika’s customers are non-negotiable, remaining a top priority.
The company is unwavering in its resolve to find ways to support loyal customers on their health journey. In the face of changing times, Durana’s visionary leadership steers Cymbiotika towards not only surviving but thriving in an evolving digital landscape.
Inspiring Generosity Beyond Entrepreneurship
Beyond her role as an entrepreneur, Durana is deeply committed to giving back to the community. She has established the Helping Hands for Afghans (HHFA) foundation and actively participates in various local organizations. Through HHFA, she sponsors widowed women and children, embodying her belief in the power of generosity.
Durana’s journey from Afghanistan to the United States is a testament to the limitless potential of dreams. Her commitment to wellness and giving back serves as an inspiration to all who encounter her story. In an era where the wellness industry is flourishing, leaders like Durana remind us that staying true to our values and showing unwavering dedication can lead to remarkable success.
Her story is a living testament that the American Dream is very much alive for those who dare to dream and work tirelessly to achieve it.
A Family’s Triumph
In the face of adversity and cultural differences, Durana found strength in her mother’s example. Her mother left Afghanistan with two children, not knowing a word of English at the time. Her resilience, strength, and courage served as daily inspiration for Durana.
In fact, her mother is a successful business owner in her own right and provided Durana with her first glimpse of the possibilities of entrepreneurship. Durana’s husband, Shahab Elmi, also played a pivotal role in shaping her journey. They met at a young age, fell in love, and were married less than two years later.
Despite their competitive nature, they inspired each other to reach their full potential. Together, they built four companies, and Durana considers her husband the best CEO on the planet. Durana’s story is a reminder to be grateful and to maintain perspective.
She is immensely blessed with a loving family, two beautiful daughters, and a life in sunny San Diego. Having worked since a young age, she is a serial entrepreneur, owning and operating multiple successful businesses. As the COO and Founder of Cymbiotika, a rapidly growing health and wellness lifestyle brand, she is on a mission to empower individuals to take ownership of their lives, reclaim their health, and unlock their unique potential through natural, vegan supplementation.
If you would like to get in touch with Durana Elmi or her company, you can do it through her – Linkedin Page