#INTERVIEW with Jane Ashford: Never Give Up

Jane Ashford lives her life according to the motto “Anything is possible.” As Chair & Founder of PRO Partner Group, she has put this maxim into action as the guiding force behind the organization.

After founding PRO Partner Group in 2014 whilst in her fifties, she has continued to shape the company’s vision and mission through her strategic leadership.

Jane has established a reputation built upon her dedication to integrity, transparency and exceptional client service, forging strong working relationships with reliable partners, international organizations and leading legal experts.

As a woman running a business in the Middle East, Jane has found the region full of opportunities with a welcoming and supportive environment. In fact, over the past decade, she has spearheaded the formation of over 200 limited liability companies as well as representative and branch offices.

Overall, Jane thrives on finding business-friendly solutions in complicated legal environments and across jurisdictions, drawing on her years of experience in international business development, strategic planning, and management consultancy.

Tanja Beljanski: What was it like starting a business in your 50s in the UAE?

Jane Ashford: Surprisingly easy. There was no age or sex prejudice and people were helpful. Our local partner was very helpful in the initial stages and we had a very good PRO who was able to show us the ropes. One thing that is necessary for anyone setting up is to use a company or person who can guide you through the setup process.

 

TB: What was the biggest challenge in developing your business in the GCC market?

JA: We have offices in UAE, Oman, Qatar and more recently we opened in KSA. Probably one of the most challenging issues we faced was the logistics of traveling to the different locations, especially with Covid and the embargo between UAE and Qatar. The political situation between GCC nations has been a challenge. Each country has different rules as well as different levels of bureaucracy and it takes time to navigate all the processes and just when you think you have mastered the process the rules change and it’s all different again.

 

TB: You are the driving force behind PRO Partner Group’s expansion into Oman, Qatar and KSA. What are your future plans for your business?

JA: The Sovereign Group has recently bought PRO Partner Group and has no plans to change the name or how it is currently running. PPG is now part of a much larger operation so I see this as a plus for PRO Partner Group and its Team.

 

TB: What is it like to be a female entrepreneur in the Middle East?

JA: I can honestly say I have loved it. I think that the ME has given me an opportunity that I would not have had in the UK. If you are determined and work hard anything is achievable in the ME. The UAE especially is making it easier and easier for foreigners to come to the UAE and thrive in their businesses. I have really enjoyed helping companies set up in the GCC and watching them grow and flourish.

“IT’S important TO HAVE HAPPY employees AND IF THE team WORKS WELL, THE product DELIVERED WILL BE good.”

TB: Have you ever failed in your initiatives? What have you learned from your failures?

JA: The first business I was initially part of failed in Qatar. This was due to a poor choice of partners, ignorance of the law, and potential risks. The failure in the initial business made me more determined than ever to make the second business I started in the GCC a success.

 

TB: How do you define success? What is your take on the ways to achieve long-term success?

JA: I’m very proud of the company I have nurtured and grown. We are now nearly 50 staff and many of the original employees are still with the company. I think it’s important to have happy employees and if the team works well, the product delivered will be good. We have a very good reputation in the marketplace and I’m very proud of that achievement. I think success is when you have a company that delivers excellent service and the reputation in the marketplace is also excellent.

 

TB: What is the best decision you’ve ever made?

JA: Not to give up after the failure of my initial business in Qatar. Try and try again. I’m glad I picked myself up and started again and had the determination to achieve.

 

TB: What is your proudest accomplishment?

JA: I think owning a company that has an excellent reputation. I was approached by several companies wishing to purchase PRO Partner Group and I have just sold to a large International company. It’s great to know that PRO Partner Group will go on to thrive under the management of a larger international organization. Now was the right time for PRO Partner Group to grow from a small shareholding company into a much larger organization. The employees will now all have additional career development opportunities within the organization.

 

TB: Your principles of strategic leadership.

JA: The key to strategic leadership is to hire well and to look after your team. Be honest and in return, your employees will look after the business. Trust your employees to do their jobs and don’t micromanage. Be a good delegator.

TB: Do you think your personal life is affected by your professional life? How?

JA: It certainly was in the early days of setting up the PRO Partner group. My husband and I lived in different countries and I worked 7 days a week, 12 hours a day. After the first couple of years, I was able to work less and my husband moved to the UAE so home life balance improved.

 

TB: How do you blend life and work to create the life you want?

JA: Now that the business is sold I am officially retired. Although I will remain as a Non-Ex Director. I’m looking forward to an easier life but will still keep busy and have plenty of ideas of things I would like to achieve.

 

TB: How did you persevere through the tough times?

JA: I think having grit and determination has seen me through the hard times. I wanted the business to be successful but never at the start envisaged a day when I would sell the business. The drive was a passion to make a successful business not about building a business to sell.

 

TB: What is the motto you live by professionally?

JA: I guess ”Don’t take no for an answer, never give up and be passionate about what you are doing.”

 

TB: You are inspired by?

JA: JK Rowling — for her desire to succeed and for her strength and determination. Her Majesty the Queen — for her endurance and for always being remarkable. Richard Branson — for his skills at running many different types of businesses and still being a success.

 

TB: What are your tips for growing a company?

JA: Recognize your strengths and weaknesses. Ask for help where needed.

 

TB: What advice would you give to other women who are looking to build their careers in the Middle East?

JA: Believe in yourself and go for it! There are lots of support groups to help entrepreneurs in the Middle East. Help and guidance are out there, you just need to look for it.