Meet Noel Formica, a visionary entrepreneur and the driving force behind WHITE, a premier integrated solutions provider. With over 15 years of experience in the design and construction industry, Noel has established herself as a trailblazer in the field. Her relentless commitment to professionalism, expertise, and originality has not only defined her personal journey but has also become the cornerstone of WHITE’s success.
As the owner of WHITE, Noel’s leadership has transformed the company into a trusted general contractor, offering a comprehensive range of services encompassing surveys, designing, planning, logistics, and budget analysis. Through an in-house design and engineering office, she ensures that clients receive nothing less than the finest in design and architectural solutions.
In this exclusive interview, we delve into Noel’s remarkable career, her innovative approach to the industry, and the enduring legacy she is creating through WHITE. Join us in discovering the person behind the success, as we explore Noel Formica’s inspiring story and her dedication to shaping the future of design and architecture.
Can you share key milestones and turning points in your journey as an industry leader or entrepreneur?
Of course.
This question forces me to reflect on some pivotal moments in my career path that I would consider turning points.
First and foremost, I decided to work while I was studying. Firstly, it allowed me to discern the path I wanted to take, and secondly, it heightened my attention to detail significantly.
Another significant moment was when I accepted a role with a level of responsibility within a general contractor company that far exceeded my professional experience.
A decisive turning point was when I chose to establish my own business—an intense but incredibly satisfying journey. Particularly noteworthy was when clients in the fashion industry, for whom I was initially providing general contractor services, began to request design work from me. They believed that I understood the essence of their brands.
To these, I would like to add an ongoing turning point related to my current greatest aspiration: playing an active role in fostering a compelling connection between Italian and Arab culture. This endeavor is supported by academies and professionals across various fields, from art to design to entertainment.
I firmly believe that the synergy between these two cultures can lead to immense and unprecedented cultural enrichment.
What inspired you to start your own company or venture in this industry?
Many experiences in my life have centered around the realms of fashion, design, beauty, and harmony in general. When you learn to savor the pleasure of appreciating beauty, touching fabrics and materials, and even indulging in their scents, you find it impossible to live without them.
Furthermore, from my childhood, I had one singular aspiration—to become an entrepreneur when I grew up. Though I had no specific industry in mind, life eventually guided and revealed the path to me.
How do you foster innovation within your company? Can you provide an example of a successful innovation initiative?
In my company, the most important asset is the people, so I enjoy engaging with them in an open and collaborative environment. Very often, I sit beside them and spend the day listening to their ideas and sharing insights.
A cohesive and collaborative team is a vital pillar of any company.
I provide my employees with opportunities for growth by involving them directly in the production and prototyping stages within our workshops. They also have the chance to dedicate part of their time to researching and exploring new materials and technologies. Depending on each person’s qualities and interests, we offer dedicated refresher courses.
Innovation cannot thrive without a united team, continuous updates, and a strong sense of curiosity.
One innovative initiative was to immerse my team in a parallel and related sector, focusing on art and entertainment. This initiative was designed to push them out of their comfort zones. I must say that it turned out to be a fantastic experiment, as they embraced the concept that our skills and creativity have no boundaries.
How do you attract and retain top talent in your organization?
You have to consider two important aspects: a stimulating and comfortable environment and fair compensation. Even more crucial is that people feel valued and have the opportunity for genuine professional and artistic growth.
How important has mentorship and networking been in your professional journey?
As far as my personal experience is concerned, I was fortunate to have a mentor who possessed all the qualities of a good mentor, with the additional attributes of a great sense of humor and resilience. They taught me never to succumb to despondency, even in challenging times.
Networking is fundamental for any business endeavor, including mine, as it helps build a solid reputation more quickly and enhances credibility.
The fertile ground for mentoring and networking is self-confidence, something that no one can teach you, but it must always reside within us.
How do you assess and mitigate risks in your business?
There are many books on the subject, but there are no recipes other than continuously monitoring the entire project process comprehensively, going beyond the basics, and relying heavily on one’s own experience and the skills of each individual in the team.
How do you adapt your business strategy to capitalize on emerging opportunities and industry shifts?
Changes in the industry are continuous and evolve rapidly, so one must stay updated with trends and seek new inspiration in short periods of time. To capitalize on opportunities, individuals must be able to harness all available tools, from technology to manual labor, from theory to practice, with a focus on the potential to create a future of beauty and harmony. This involves using new technologies while preserving the artistry of manual work.
What advice would you give aspiring entrepreneurs in this industry? What key lessons have you learned along the way?
I can say with certainty that studying alone does not guarantee success. One must be a visionary and a pioneer, enrich their soul every day, train their sight, touch, and sense of smell. They should stretch their imagination to reach everywhere while keeping at least one foot firmly on the ground.
The lessons I’ve learned so far are countless. Here are a few:
- To reach the end of a project with satisfaction, you must understand the entire process. It’s not enough to create a drawing; you need to know how what you’ve drawn is constructed, understand the right materials, and be familiar with various methods of working.
- Listen to suppliers, from craftsmen to engineers, because there’s always something new to learn.
- Give equal importance to both large and small projects.
- Always allocate a good amount of contingencies and continuously enhance problem-solving skills.
- Maintain your own ethics and authenticity consistently.
What are your long-term goals for your company? How do you plan to remain competitive in the evolving business landscape? we asked Noel Formica.
My primary goal in recent years has been to serve as a unifying thread that connects and harmonizes different cultures, particularly Italian and Arabian. This effort extends beyond design and fashion, encompassing all forms of art and artistic expression. The fusion of these two rich traditions holds the potential for innovative and captivating works of art and architecture, as well as fresh forms of literary expression and engaging melodies and rhythms, through artistic and academic collaborations.
This journey involves evolving, flowing with the currents of beauty and harmony, remaining true to our authenticity, and embracing technological and environmental adaptability to the fullest extent possible.