Inspirational Women | Meet Entrepreneur and Founder Leena Parmar

Leena and I have spoken for a long while online about entrepreneurship, our shared love of sustainable fashion and slow living. If you visit Leena's Instagram feed you will see it embodies all of this, plus many words of wisdom. It was only recently that we finally managed to meet in person.

One Friday morning, in the most divine coffee shop, with an array of equally delicious coffees and pastries. We chatted with ease, a conversation that spanned many a topic; it was fluid and I think we could have talked for hours. Those are the best kinds of conversations.

To me Leena is truly inspirational. She has built an incredible business, award winning, with ethics, purpose and kindness at its heart. There aren't many businesses that can say that, so it was a real honour to find out more about what led Leena on her journey.

She lives and breathes her values. You can see it throughout her work, in communications with her team, through what she talks about on her social media, and when you meet her in person. Leena has an ability to create calm in a bustling world, and that is really a beautiful thing.

I spoke to Leena about her business, her values, why sustainable fashion is important to her, and passion for slow living.

You founded Citrus Connect in 2009, an award winning recruitment company. What led you to found the company and what did you want to bring to the recruitment industry?

After a traumatic life experience in 2008, I found myself at a crossroads. My decision to launch Citrus Connect stemmed from a combination of seeing a gap in the recruitment  marketplace and my childhood dream of being an entrepreneur. While I didn't have prior recruitment experience, I had developed skills for spotting talent and building relationships  through my time in the fashion industry. 

I recognised a clear gap in the recruitment market: there was little focus on a niche of self employed, direct sales professionals which led to my launch client The Automobile Association which I acquired through the power of a letter addressed to the Sales Director. Direct sales recruitment is tough, and companies struggle to find specialised talent that  would forsake a basic salary to earn the income of their dreams. These individuals often drive tremendous growth for companies, yet there wasn't a dedicated service to connect the right talent with businesses seeking that high-impact energy. 

At its core, I believe successful entrepreneurship comes down to identifying a problem and crafting an effective solution – that's what inspired the launch of Citrus Connect. 

Driven by a desire to streamline the process for both businesses and individuals, I developed a unique recruitment approach specifically for this niche. The opportunity to build a company that married those aspects – finding driven individuals who could thrive in sales, while also truly supporting businesses seeking growth – was incredibly fulfilling. 

What are your guiding principles at Citrus Recruitment and in life?

Integrity is non-negotiable. In both my personal life and at Citrus Connect, I strive for honesty, transparency, and always keeping my word. This approach fosters genuine partnerships with our clients and candidates, ensuring everyone feels valued and heard. It  also means always acting with ethical business practices in mind. We live by the book by  Don Miguel, The Four Agreements - “Be impeccable with your word", "Do not take anything personally", "Do not make assumptions", and "Always do your best”. By incorporating these agreements into our daily operations, we create a work environment built on trust, resilience,  clarity, and excellence. These values are essential for the success and growth of Citrus Connect Recruitment, ensuring that we always prioritise the well-being and success of the people we work with. 

I deeply value responsible living. This encompasses financial planning and stability for my own life and ensuring Citrus Connect operates in a financially sound manner. Beyond that, I believe in giving back – whether by donating to charities aligned with our values or using my  knowledge and time to support initiatives that resonate with me. We work closely with Kings Ransom Foundation who help the poor, the widow and the sick (a directive from the Bible) and a Spiritual University in India who champion simple and mindful living. 

While Citrus Connect isn't directly focused on environmental sustainability, conscious living still shapes how we operate. We're a paperless company, prioritising digital solutions and actively choosing to work with clients who share our commitment to social responsibility. Living consciously, whether personally or professionally, is an ongoing commitment, and I'm always seeking ways to improve and make a greater positive impact. 

Building a great working culture feels so important nowadays, and your team is always so lovely to work with. What do you feel is essential to such a positive team culture?

Thank you, it means a lot! Creating a positive, supportive team environment is a passion of mine. We start with open communication and a genuine sense of belonging – my team feels comfortable sharing their ideas and knows we have got each other's backs. We celebrate wins together, fostering trust. 

High standards and a commitment to growth are essential. I focus on accountability with a solutions-oriented approach and support my team's development. Everyone has a clear role  and trusts their teammates to deliver, which means that no one drops the ball. We each play a vital part in the company and its mission, and everyone understands just how big of an impact they make. 

Beyond that, building a "soulmate team" means recognising that everyone has individual passions and aspirations as well. We celebrate each other's successes, in business and in life. It's about fostering an environment where individuals feel both supported and encouraged to pursue their own personal goals. 

Appreciation is key, along with work-life balance for a healthy and happy team. Ultimately, we're driven by a shared purpose: transforming lives by helping people build careers and companies grow. This creates a sense of fulfilment that goes beyond just the day-to-day tasks. 

You volunteered at the United Nations before starting your entrepreneurial journey and you are clearly passionate about sustainability and ethics. What did you learn from your time at the UN and throughout your career that you believe is of the utmost importance in  corporate social responsibility? 

Volunteering at the United Nations was a pivotal experience in my life, and it left me quite disillusioned. The younger version of Leena was very idealistic, and to some degree, I still am. This idealism is a driving force behind the value I bring to Citrus Connect Recruitment. However, my time at the UN made me realise that meaningful change requires more than just one person's efforts. 

From my time at the UN and throughout my career, I've learned that the most important aspect of corporate social responsibility (CSR) is the genuine commitment to people. My  mentor, Dani Johnson's once said, "Your product is people, not the product or service you  are selling," this perfectly encapsulates this lesson. At its core, CSR is about recognising the impact that businesses have on individuals, communities, and the environment, and taking responsibility for that impact. 

Working at the UN highlighted the complexities and challenges of creating global change. It taught me that while large-scale efforts are crucial, the most profound and immediate impacts often come from small, everyday actions and commitments to ethical practices. This understanding has deeply influenced how I approach CSR at Citrus Connect Recruitment. 

Human-Centred Approach: My experiences have reinforced the importance of focusing on individuals and their well-being. Whether it's ensuring fair treatment of employees, fostering an inclusive work environment, or engaging with communities positively, putting  people first is essential. This approach builds trust, loyalty, and a sense of shared purpose. 
Sustainable Practices: Sustainability isn't just about environmental stewardship; it's also about creating long-lasting, positive impacts. At Citrus Connect, we strive to implement sustainable practices that benefit both the business and the wider community. This includes everything from eco-friendly office policies to supporting sustainable business practices in our recruitment process. 
Ethical Integrity: Maintaining high ethical standards is non-negotiable. My time at the UN showed me the importance of integrity in all actions. At Citrus Connect, we are committed to transparency, honesty, and ethical conduct in all our dealings. This builds a strong foundation of trust and respect with our clients and candidates. 

These lessons have shaped our CSR initiatives at Citrus Connect Recruitment, ensuring that we not only aim for success but also contribute positively to society. By integrating these values into our business model, we strive to create a ripple effect of positive change that extends beyond our immediate reach. 

In building your own team, and supporting others to build theirs, what do you feel is the secret to a successful hire? And importantly, to that employee staying in the business?

There's no single "secret" to successful hiring, but there are a few key elements I've  consistently found crucial. While technical skills are important, a successful hire is about  more than just a resume. It's about finding individuals whose values align with a company's  mission, creating a sense of ownership and a genuine investment in the company's success. In the words of Patrick Lencioni, look for someone who is “humble, hungry and smart”. Assessing a candidate's strengths, interests, and goals becomes crucial. Someone with the  perfect technical skills might not thrive if their interests or long-term goals don't mesh with  the company culture or the specific role's demands. 

We also look for individuals with drive, passion, and an ability to adapt – especially in the dynamic world of sales. That hunger to learn and determination to go the extra mile are often  as important as years of experience. A successful hire isn't just about filling a role, but also  about enabling someone to thrive. Understanding a candidate's needs and aligning them with the company's support systems is vital. Finding the right match means providing the  training and support they need to reach their individual potential within the company. 

Finally, honesty and clarity are key. Setting clear expectations for both the role and the company culture avoids mismatched expectations and allows candidates to see if it's a fit for  them as well. Understanding their career aspirations allows for honest conversations about  growth opportunities within the company. Ultimately, it's about creating a win-win situation  for both the company and the individuals we place. We achieve that by going beyond skills to find the right fit, matching candidates' strengths, interests, goals, and needs with the right  roles and company cultures. 

And importantly, this focus on finding the right fit from the outset is crucial for employee  retention. When people feel genuinely valued, supported, and see a path for growth within a company, they're far more likely to become long-term, dedicated members of the team. 

You used to work in the fashion industry. Tell us about your experience in fashion and what led you to be so passionate about slow and sustainable fashion?

My experience in the fashion industry is a significant part of my journey, shaping both my  professional path and personal values. As a young girl, I was passionate about clothes and  always told my teachers I wanted to be a fashion designer. However, because I was  academically strong, my teachers steered me towards academia, which led me to pursue a  degree in International Politics. 

Despite this academic direction, my love for fashion never left me. Growing up, I would  immerse myself in Vogue and all other fashion magazines, thanks to my parents who owned a newsagents—a typical immigrant family scenario. This constant exposure kept my passion for fashion alive. 

At the age of 16, I got a job in the fast fashion industry. Initially, I was thrilled to be working in a field I loved. However, over time, I became disillusioned with the realities of fast fashion. The focus on mass production, quick turnover, and the often poor treatment of workers  clashed with my growing awareness of global sustainability issues. As I delved deeper into my studies on global sustainability, I realised just how unsustainable and unethical the fashion industry could be. 

This realisation was a turning point for me. It ignited a passion not just for fashion, but for sustainable and ethical fashion. I understood that fashion could be beautiful, creative, and innovative without compromising on ethical standards or environmental sustainability. This belief drives me to advocate for slow fashion—fashion that values quality over quantity, and  prioritises the well-being of people and the planet. 

My journey through the fashion industry, coupled with my academic background, has deeply  informed my approach to business and personal ethics. At Citrus Connect Recruitment, I bring this passion and these values to the forefront, ensuring that we operate with a commitment to sustainability and ethical practices in everything we do. 

I've always believed that the clothes we wear are more than just fabric; they carry an energy. Understanding the story behind a brand – the craftsmanship, the values, the care that goes into each piece – is incredibly important to me. It's about choosing quality over quantity, opting for pieces created with love and respect for both people and the planet. When I wear  something made ethically and with a genuine focus on quality, it positively affects my entire day. It's about supporting brands that align with my desire for a more conscious way of living, recognising that our purchasing choices matter.

What are your non-negotiables when shopping for your wardrobe?

These days, my approach to shopping for my wardrobe revolves around a few non-negotiables. I prioritise investing in well-made pieces that will last, both in terms of  construction and timeless style – it's about curating a wardrobe of staples that I'll love and  wear for years to come. Knowing that the clothes I wear were made under fair conditions,  with respect for the people involved, is crucial for me. I actively seek out brands transparent  about their supply chain and committed to sustainability. 

Comfort and versatility are also important. I want clothes that feel good to wear and work for different occasions. Pieces that can be easily dressed up or down ensure I get the most value and joy from them. While I favour classic silhouettes, I also love incorporating unique details and pops of colour that reflect my personality and make me feel confident. 

Additionally, I never just buy something for the sake of it. Before purchasing anything, I always address my "why's." Do I really need it? How will it add value to my life? How was it made? I take time to think about a purchase and only if, after careful consideration, I still believe it will add value, then I will buy it.

What is your perfect outfit for those big key meeting work days and why do you love wearing this outfit?

When it comes to big key meeting days, I always opt for an outfit that is both simple and confidence-boosting. I firmly believe in having somewhat of a uniform for work; this approach minimises the time and effort spent on deciding what to wear, allowing me to focus more on my tasks for the day. The simpler my life, the clearer my mind, and this principle extends to my wardrobe as well. 

For key meetings, I choose an outfit that makes me feel confident and suits my body shape. It is crucial for me, and I believe for everyone, to dress in a way that accentuates our beautiful features. With my background in fashion, I have a good understanding of what suits me and looks good. As long as I feel confident in what I'm wearing, I know I can nail any meeting. This combination of simplicity and confidence in my attire helps me to stay focused and perform at my best in those important moments. 

What have you found particularly challenging on your entrepreneurial journey and what advice would you give to those on a similar path?

Being an entrepreneur is one of the most rewarding things I've ever done, however– it  comes with its challenges! Finding a healthy work-life balance, especially in those early years, has been a constant focus for me. I'm so passionate about Citrus Connect that I could easily let work take over, but it's important to find time for rest and recharge. Building a team I could truly trust took time, and letting go of control, learning to delegate…that was a major  lesson in growing my company. And of course, there are setbacks – every entrepreneur  experiences them! It's about developing a thick skin, learning from the tough moments, and always finding the determination to keep moving forward. 

Something else I've learned is how easy it is to fall into the trap of comparing yourself to others. But honestly, every journey is different. Staying true to my values, being authentic in everything I do – that's my guiding light. 

If I could offer any advice to those on this path, it would be this: Expect constant growth, both for your business and for yourself as a person. Find your tribe – mentors, advisors, people who get what you're doing. Never forget your "why," that driving force behind your business, especially when things get tough. And most importantly, celebrate every single win – those  moments, big or small, will fuel you to keep reaching for your goals. 

You have a passion for mindful living. What are three things you try to ensure work towards a good work life balance for you in your day/ week?

As someone who values mindful living, maintaining a good work-life balance is essential for me. Here are three things I prioritise to ensure this balance in my daily and weekly routine: 

1. Scheduled Downtime: I ensure that I have regular downtime built into my schedule. This could be spending time with my family, indulging in nature or a mountain, or simply enjoying a quiet moment with a book. This downtime is crucial for recharging my energy and maintaining a clear mind. It's important for me to connect with the core me and immerse myself in activities that bring me joy and relaxation. This not only helps me rejuvenate but  also fosters creativity and new ideas, as I often find inspiration in these moments of leisure. 
2. Mindful Mornings: I start my day with a mindful morning routine. This includes activities such as meditation, spiritual living, and a nutritious breakfast. These practices help me set a positive tone for the day, allowing me to approach my work with a calm and focused mindset. Meditation helps me centre myself and clear my mind, while spiritual reading gives  me a guiding principle for the day. A healthy breakfast fuels me for the day ahead. This routine is a non-negotiable part of my day because it ensures that I begin each day with  intention and clarity, which is essential for productivity and overall well-being.
3. Blended Work and Life: I believe in intertwining work and personal life rather than keeping them separate. Some of my biggest work ideas often come during a walk in nature or while engaging in personal activities. By being open and allowing these aspects of life to blend together, I find inspiration and maintain a sense of balance and creativity throughout my day.  For example, I might take a brainstorming walk in the park or discuss innovative ideas with friends and family during casual conversations. This approach helps me stay inspired and  prevents the feeling of compartmentalisation that can lead to stress. Embracing this blend allows for a more holistic approach to life, where work and personal growth complement and  enhance each other. 

By prioritising these practices, I am able to maintain a harmonious balance between my professional responsibilities and personal well-being, allowing me to lead a fulfilling and productive life. 

Is there a quote or mantra that you live by/ or helps you every day?

Absolutely, there is a quote that resonates deeply with me and guides my approach to both  life and business. My mentor, who I have already mentioned, Dani Johnson once said, "Your  product is people, not the product or service you are selling." Although this quote is quite literal for me, it is also a powerful reminder of the core of my work and philosophy to focus on the people and their desires, needs and goals NOT myself or Citrus Connect.

In recruitment, it's easy to get caught up in the mechanics of the process, but this quote  helps me stay focused on what truly matters: the people. Whether it's my team, our clients, or the candidates we work with, prioritising human connections and understanding their needs and aspirations is paramount. It reinforces the idea that success in business and in  life is about building strong, meaningful relationships and putting people first. 

Living by this mantra has a profound impact on my daily interactions and decisions. It ensures that I approach each day with empathy, integrity, and a genuine commitment to helping others succeed. By focusing on people, I believe we can create a more positive and  impactful work environment, leading to greater success for everyone involved.

If this inspired you, you can follow Leena on her Instagram @1Leena.Parmar