Listening to the Call of Purpose as an Entrepreneur

Hi Purpose-seekers,

Today, I’m sharing with you not just as a career and life coach, but as a purpose-driven entrepreneur. It’s essential to reflect on this aspect of my journey, especially when it comes to one project that’s very close to my heart: Zellaus—my venture bringing handmade Moroccan tiles from Fez, Morocco to Australia.

The story of ZELLAUS began during a personal trip to Morocco, where I was sourcing authentic Moroccan elements for my home in Sydney. In Fez, I had the pleasure of meeting talented artisans who create these stunning tiles. The artistry, history, and care behind every piece deeply touched me. These artisans work with natural materials—local clay and natural pigments—and produce eco-friendly, beautiful tiles that come in various colors and shapes, from mosaics to classic 10x10cm or 5x5cm tiles.

However, the artisans also shared a harsh reality. Despite the growing demand for these tiles worldwide—from the Middle East to the US, and even Australia—most of the profits end up with wholesalers and retailers. Many artisans struggle to make a fair wage despite their dedication to preserving this ancient craft. That struck a chord in me, especially since I am from Fez myself. I felt a deep calling to do something meaningful, to support these artisans directly.

Without any prior experience in importing or running a tile business, I decided to jump in, driven by purpose. I bypassed traditional wholesale channels and sourced directly from the artisans. I didn’t know the challenges ahead—how to price the tiles, identify customers, or navigate the logistics of importing—but I knew in my heart this was something I needed to pursue.

When I returned to Australia, I started building awareness around our brand, Zellaus, by connecting with tilers, architects, and interior designers. At the time, people questioned me—why, with a busy coaching practice and successful construction ventures, would I take on another challenge? Honestly, I had my own doubts. Sometimes, the road ahead is unclear, and you’re not sure if your efforts will pay off. But when you follow a purpose-driven path, you trust the process.

Fast forward to today, and we’ve begun to see the fruits of our efforts. This month, sales have gained momentum—so much so that we’re planning our third container shipment of handmade tiles. ZELLAUS is growing, step by step, and we are gradually expanding across the Sydney market.

Looking back, this journey hasn’t been easy, but it’s been incredibly rewarding. It’s okay to have doubts, especially when things feel overwhelming. But purpose keeps you moving forward. As I’ve learned, when people hear your story and understand the “why” behind your work, they want to help. And, of course, Allah knows your intentions and will align the right opportunities when the time is right.

I still don’t know how big ZELLAUS will become—whether it will grow into something major or remain a meaningful side project that supports the artisans and community. Either way, I am grateful for this journey. What matters most is that I listened to my heart and took that first step, even when others doubted me.

So, if there’s something calling you—whether it’s a career shift, a passion project, or a new venture—listen to it. You don’t need all the answers upfront. Sometimes, the most important thing is just to start and trust that you’ll figure it out along the way. Success isn’t guaranteed, but fulfilment is found in the pursuit of purpose.

Thank you for being on this journey with me. Your support means the world, and I look forward to sharing more stories, insights, and lessons from both my coaching practice and entrepreneurial adventures.

With purposeful regards,

Myriem Slater

Founder of Purposeek Coaching