For Taha Bouqdib of Singapore’s TWG Tea, success is like brewing a good cup of tea: timing is key
Taha Bouqdib’s mind rarely strays far from his work, and when travelling he makes time to find inspiration in his surroundings for new creations and tea blends
For some, taking tea is a relaxing ritual that starts the day or provides a welcome refuge for unwinding in the evening. For Taha Bouqdib, however, it is a way of life that consumes him day and night. For Bouqdib, the president, CEO and co-founder of Singapore’s TWG Tea, tea is often a less-relaxing experience than for most, and his now internationally renowned tea emporium has been many years in the making. But as he explains, creating a successful business is much like brewing a good cup of tea: you need a good handful of quality tea leaves and water at the right temperature, but timing is key.
In Tea WG’s case, a rapid immersion of the brand across the region, and then the world, proved the recipe for success. “The rapid expansion of Tea WG in the region, at the heart of the tea producing regions of the world is, for us, proof that we have succeeded in doing just that,” Bouqdib explains.
The demands that come with this quick expansion lie in challenging the region’s notion of a good cup of tea. “Since everyone in Asia is born with the proverbial cup of tea, we knew it would be a challenge to create a new luxury tea brand in Asia, and more importantly, to get Asians to embrace it as their own,” he says.
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For Bouqdib, that means travelling around the region, and the world, 40 times a year in search of the best, the finest and rarest teas he can lay his hands on. This level of intense travelling takes a toll on even the most seasoned jet-setter. “With my heavy travel schedule, spending time with family and having a work-life balance is important,” he says. Bouqdib has made a pact with his wife to not spend time talking about work when they’re at home, focusing instead on their son and their private family moments.
This worldly tea maestro still finds himself exploring the globe when he’s not travelling for work.
Taking two or three holidays with his family is one way to unwind. “I always find that whenever I travel, it recharges me and yet also inspires me to imagine and come up with new creations and tea blends,” Bouqdib says.