NAME: Jeri Williams
AGE: 41
INSTAGRAM HANDLE: @thedubaiaccountant
JOB TITLE: Founder of Smooth Dubai
Jeri Williams is a Chartered Accountant and entrepreneurial powerhouse who swapped rainy England for the sunny sands of Dubai. Now she juggles thriving businesses in both countries, with Smooth Dubai specialising in company formation, tax, and accounting.
Jeri is renowned for injecting her unique brand of sass and humour into the grey, boring world of accounting, having established a strong social media presence with her funny explainer videos and engaging educational content. She holds the crown for the UK’s most followed accountant on LinkedIn (currently clocking 85k followers) and regularly collaborates with some of the industry’s most popular tax software brands.
Jeri started her Chartered Accountancy Practice from her garage in the UK in 2016 with a second-hand laptop and two small babies in tow. Steadily, the business grew supported by an expert team. In 2022, Jeri embarked on a new adventure, moving to Dubai with her husband and children, and a growing number of her clients started asking for advice about the tax implications of establishing their business in the Emirates.
Jeri realised that Dubai was the ideal place to launch her first international office and Smooth quickly became renowned for navigating the complex UK/UAE tax and residency regulations. Consequently, its services evolved to include other areas, such as visas and company set-up. Today, the company helps all types of business owners maximise the opportunities offered by Dubai’s vibrant economy.
Today Jeri shares with us her biggest life learnings:
#LIFELESSON – 1 - Success isn't just about money, it's about freedom.
My mum raised us on her own and worked really hard to make ends meet. She instilled a really strong work ethic in me, but she also taught us that family is more important than anything, including money. We learned how to be happy with very little. After years of building my business, success for me now means having the flexibility to do the things I treasure, like looking after my 2-year-old niece every Friday so my sister can work, watching my kids do their sports and spending time in bed with them every morning because I don’t need to rush. Success is different for everyone, and whatever the wins look like for you, they deserve celebrating rather than getting caught up in the social media illusion of success.
#LIFELESSON – 2 - You’re never doing enough marketing
Most entrepreneurs don’t want to hear it but it’s true. Even I’m not doing enough, and I actively market my business every single day in multiple ways. Too many business owners neglect their marketing, and then complain that they’re not growing fast enough. If that’s ok with you then fine; just know that clients aren’t always going to fall into your lap. Quick, consistent growth means raising your game and putting yourself out there. It’s not always easy and it takes work. But your business is worth it. It might not come naturally, but stop overthinking it - if you’re sat there wondering what to say, or how to say it, just post it. Some people will hate it and some people will love it. Either way it’s helping you build the life you want.
#LIFELESSON – 3 - You can't pour from an empty cup, prioritise yourself first.
I’m not the first to say it, but it’s so easy for us all to forget. A big part of the problem is that running on empty has been normalised, even glamourised, to the point where I’ve heard entrepreneurs confess they feel lazy when they take time out. Yes, building a business is incredibly hard, and it’s not for everyone. However, that does not mean driving yourself to burnout. I might work on the weekends, but it’s factored into my routine and it gives me space elsewhere. I am very clear about what matters to me. The key is understanding what you need, and setting boundaries to protect that. This will give you the strength to move forward and maximise all the opportunities available.
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