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Growing up in the suburbs of Chicago, Jared Willis loved nature and exploring different cultures. His happiest moments were when he got to travel abroad. After finishing college, Jared decided to move overseas.
A few years later, he found himself in the Gulf region helping entrepreneurs. At first, it was interesting, but as time went on, Jared wanted more freedom.
“I was a bit frustrated after a few years of that, and I felt I wanted to do something for myself rather than just giving advice to others.”
Additionally, Jared found it challenging to adjust to the fast-paced lifestyle of the highly industrialised Gulf cities.
“I missed being surrounded by nature, so I started travelling to some of my dream destinations,” he explains.
During his travels, he encountered entrepreneurs producing oils on a small scale, sparking his interest in the industry.
“Nature is full of surprises. I think everything we need to know about the cycle of life, the oneness of creation, and how we’re supposed to interact with our fellow humans and with every other being we share this planet with can be learned by observing nature,” Jared reflects.
Similarly to Christoph Heckenbucker, the owner of Edition Finesse and a fellow entrepreneur from Germany, Jared found himself drawn to Cyprus, specifically Maroni, almost by chance.
“Well, I had already decided to relocate the business from Oman. However, I was torn between Cyprus, Sri Lanka, and the United States,” Jared explains.
He notes that moving the business to the USA would have meant working on a larger scale and primarily partnering with industrialised farms.
Sri Lanka held great appeal for Jared, but unfortunately, the country was experiencing significant political and economic instability in 2022, making it unsuitable for business endeavours. Consequently, Jared opted for Cyprus as his base, drawn to its conducive environment for working with small, family-owned farms and businesses.
“Maroni, I picked out of a hat!”Jared remarks in his typically upbeat American manner.
“Actually I was searching for a traditional family home, rather than a sterile villa, to house the business, myself and my two pianos. There were only two houses I found online that suited my needs, and the house in Maroni was perfect, so I made the decision on the spot.”
Despite the fact that they were in the midst of a production marathon, before relocating the business to Larnaca, Jared and his business partner, Andreas Marko, graciously made time for an interview and photos with me and a photographer.
As we entered the spacious and welcoming compound, various seeds and nuts were spread out to dry in the spring sun. These will soon undergo pressing or distillation to produce essential oils. Once prepared, the oils will be used either in their raw form or combined with other ingredients to craft skincare and food products.
Below is an interview with Jared, Co-founder of Liven Cyprus, a boutique company specialising in the production of cold-pressed seed and nut oils, as well as distilled and pressed essential oils.
Q: What inspired Liven Cyprus?
A: Meeting and interacting with small-scale oil producers during my travels sparked the idea for Liven Cyprus.
Q: What problem does your business solve and for who?
A: Our business addresses the gap between what consumers want and what producers offer in the oil sector. People seek genuine products for both body care and food, free from dilution or adulteration, and produced ethically. We strive to meet these demands, providing consumers with what they desire.
Q: How do you source your raw materials?
A: We utilise various channels for sourcing raw materials. Firstly, we procure seeds, nuts, and herbs directly from producers, fostering relationships and even guiding some to grow crops to our specifications.
Secondly, we responsibly forage for wild plants guided by the belief shared in herbal medicine, that plants growing in a wild environment are the most potent.
Thirdly, we acquire byproducts from the agriculture sector in Cyprus, such as grape seeds from wineries and apricot kernels from jam factories. While we have an abundance of raw materials available, we aim to remain focused amidst the wealth of options.
Q: Who has been your best client yet?
A: I can’t point to just one client. Our ideal “best client,” of whom we have many, is someone who understands what we are all about, and more significantly, why. Our drive stems from a love for nature and our customers, and a commitment to embodying our beliefs consciously. We thrive on engaging with customers who resonate with this energy. Additionally, we’re open to sharing our work process and motivations with anyone who’s curious!
Q: What’s been the most challenging part of the business?
A: Navigating the legal, financial, and the governmental processes inherent in running a small and expanding business can be incredibly exhausting. Each country presents its own set of challenges, but I also believe it’s simply the reality of today’s world.
Q: Tell us about your best moments as an entrepreneur
A: To me the entrepreneurial journey itself is the ultimate reward, it’s about the freedom to set my own schedule, establish my own priorities, and create products for people we care about, in our unique way. This freedom, coupled with the absence of monotony, outweighs the uncertainties and frustrations encountered along the path.
Q: How do you use social media to promote and sell?
A: You can stay updated with us on Instagram, where we share daily updates and announce product releases for sale. In the upcoming year, we’ll be dedicating more energy to explaining how our products can be utilised, so be sure to stay tuned!
All photos herein courtsey @ Antra Martinsone
Q: If you had to start all over again, what 3 things would you do, or not do?
A: It’s difficult to pinpoint because it all comes down to attitude—what one person sees as a stumbling block, another may view as a stepping stone. I often wish I didn’t get as stressed or disappointed during certain moments because things always seem to work out, albeit not always in the way you anticipate! Looking back, I wish I had been more aware of all the requirements and intricacies involved in setting up a business in Cyprus before arriving here. However, in hindsight, that knowledge might have deterred me from taking the leap in the first place.
Q: Where is Liven in a few years?
A: We envision establishing a prominent presence in Cyprus and building a strong reputation abroad. We anticipate Liven becoming a trusted supplier to major hotels, restaurants, spas, and bars, as well as being available in select shops in major cities and tourist destinations. We’re proud that our suppliers proudly display and sell our products in their gift shops.
Ultimately, our goal is to set a benchmark for progress, replacing inferior quality imports in Cyprus with our premium products and exporting the finest goods from Cyprus to discerning consumers worldwide.
You can discover seasonal Liven Products at Enoiteca Edition Finesse in Maroni. Alternatively, you can reach out to them through their e-shop, Liven Cyprus
Journalist. Content Creator. Author.
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