One of the strange things about adversity is it often looks like opportunity, before you realize it was nothing of the sort.

That’s what happened to entrepreneur Tia Roqaa when she took advice from a seemingly successful business guru, only to see her growing business empire nearly come crashing down.

Using her smarts, passion, and work ethic, she rebuilt the business, and today travels the world running her beauty company from glamorous locations.

We met up with the entrepreneur to find out how.

Name: Tia Roqaa

Instagram: @roccaboxuk

Location: Leeds, UK

What’s your story?

I left school at 16, with no idea of what I wanted to do exactly, but I knew I wanted to get to work straight away and make sure I was ahead of my friends when they left uni.

I worked in a few sales jobs before deciding what I was good at (and enjoyed) was PR and business. I decided to take the plunge and move down to London and worked for free for a couple of agencies before landing a job, between jobs I popped over to the Med and worked on yachts to feed my passion for travel, but that wasn’t for me as a career.

My love for PR took me from fashion to beauty, and whilst working in-house for a beauty brand I had my lightbulb moment to set up Roccabox.

I started my business on a mission to have freedom from the ‘norm’ of a 9-5 and feed my travel addiction, giving me the freedom to work from wherever whenever.

Choose and title 5 photos from your phone that best sum up your current life.

The Roccabox Production line! Now outsourced, thankfully!


Travel is freedom!


I love food, I recently came back from a month in Thailand. My favourite part being the food markets.


I go on hikes as regularly as possible with my friends, a great way to catch up, be free from anything digital, get some exercise and fresh air.


I’m not always on a beach when I travel, I love to ski too!

What is the toughest adversity you’ve faced on your journey to living your best life, and how did you overcome this?

It’s difficult to name just one!

Trying to ‘make it’ isn’t plain sailing. I have had so many ups and downs in both my business and personal life, but as they say get up, dust myself off and keep going.

Owning your own business, and spending the time to grow and nurture it is a lonely journey and there’s been plenty of times when I wanted to throw the towel in.

There was a time I took on some advice from who I thought was a savvy businessman, due to his success in call centres. I naively believed everything he said was gospel, but in reality he didn’t know my business and I was just blindsided by his success. Pre meeting said businessman, my business was on the way up, and I was flying, I was on my own journey and had my own vision but as I implemented his ideas, my business slowly fell apart, with sales declining eventually being advised that the business was not profitable and the business should be liquidated. I was devastated, why did I listen? Why didn’t I just keep doing what I was doing and just believe in myself?

So, I remembered my vision and came back with a plan, and serious determination. I managed to turn my business around within 3 months and it is now going from strength to strength. This taught me 3 things, always remember to go back to your vision (it’s never been anyone else’s), trust your gut, and believe in yourself.

What’s your goal for the next chapter?

While keeping the flexible working ethos I have created for myself, I am looking to give that opportunity to others. I am currently expanding so that I can concentrate on more top level elements of growing the business, making sure all aspects are getting the attention they deserve….

I have some exciting plans to set up a few other businesses, which will take a lot of research, but I will implement what I have learned on my journey so far. Preferably from a sun lounger, sipping a pina colada.

Follow Tia’s journey:


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