The Path to Becoming a Global Brand

I’m Ahmad El Tom, General Manager of Illus Lighting, and I’d like to share my story. It’s not your typical ‘success story’—there was no smooth ride to the top. Instead, it’s a tale of grit, perseverance, and never giving up, no matter how many setbacks I faced along the way.

Growing up, I never imagined I’d be where I am today. The early days were tough. It was during these years that I learned some of the most important lessons about life, work, and perseverance.

Looking back, I realize that it was grit that kept me going. When you’re working long hours and struggling to balance work and study, it’s easy to feel like giving up. But I held onto one thing: my determination. I wasn’t going to let my circumstances define my future. And that’s the mindset that helped me push through.

Life was constantly throwing curveballs, but every failure, every setback, became a lesson. I learned that resilience wasn’t just about bouncing back—it was about learning from each mistake and using it as a stepping stone. The tough times didn’t break me; they shaped me. They gave me the foundation to pursue my dreams with confidence.

In my early twenties, I started getting a clearer vision of what I wanted in life: I wanted to own my own business. I wanted to create something that wasn’t just about earning money—it was about having a lasting impact. But that decision didn’t come easy. It was born from years of frustration, observations, and, yes, mistakes. It was the result of years of working in various fields and realizing that I could do things differently. I could offer products that were better, more innovative, and more accessible.

In business, persistence is key. There were moments when I wanted to give up, but it was my perseverance that carried me through. I’ve learned that success doesn’t happen overnight. It’s the daily grind, the constant effort to improve, and the willingness to keep going when others would stop. That’s the real difference between those who succeed and those who don’t.

Leading Illus Lighting: The Path to Becoming a Global Brand

Illus Lighting has come a long way from its humble beginnings. Today, we’re a global brand, with operations in multiple countries. But it didn’t happen by accident. There were moments when I doubted the path I had chosen, but each time, the vision of what we could become kept me focused.

Create innovative lighting solutions that not only illuminate spaces but also inspire people. We weren’t just going to be another lighting company—we were going to change the way people think about lighting. This vision guided every decision, every step, and every challenge we faced.

Building a Strong Team and Culture

A company is only as strong as the team behind it. Over the years, I’ve focused on building a strong team with a shared sense of purpose and a commitment to excellence. At Illus Lighting, we don’t just create products—we create an environment where innovation and collaboration thrive. Our culture is the backbone of our success.

Leadership is everything when scaling a business. I’ve learned that being a leader isn’t just about making decisions—it’s about empowering others, fostering creativity, and leading by example. At Illus Lighting, our leadership philosophy is rooted in collaboration, integrity, and a relentless drive to innovate.

Growing Illus Lighting into a global brand wasn’t easy. It required navigating complex markets, understanding different consumer needs, and overcoming logistical challenges. But with the right strategies and the right team, we managed to scale our business beyond our wildest dreams.

Expanding internationally presented its own unique set of challenges. From cultural differences to international regulations, we had to learn fast and adapt to each market. It wasn’t always smooth, but every challenge provided an opportunity to grow and refine our strategy.

Managing a global brand is about consistency and adaptability. You need to stay true to your core values while being flexible enough to meet the needs of diverse markets. At Illus Lighting, we’ve managed to strike that balance, which has been a key factor in our success on the global stage.

If there’s one thing I’ve learned on this journey, it’s the power of perseverance. Every success story is built on a foundation of struggles and setbacks. What separates those who succeed from those who don’t is the willingness to keep going, no matter how hard it gets. Perseverance is the silent partner of success.

Entrepreneurship isn’t just about starting a business—it’s about adopting a mindset. It’s about seeing opportunities in every challenge, being comfortable with uncertainty, and constantly pushing yourself to innovate. That mindset has been my greatest asset throughout this journey.

Looking back, The challenges I faced made me who I am today. They taught me the value of hard work, resilience, and, above all, perseverance. And if there’s one thing I hope you take away from my story, it’s this: Never give up on your dreams, no matter how impossible they seem.