Building a Remarkable Brand From Small Daily Wins
Success does not always begin with a perfect business plan. Sometimes it begins with a small decision to keep moving even when the next step is unclear. That idea has become central to the journey of Chloe Lokmer, known online to many as Chloe Widera, a Dubai based entrepreneur, former makeup artist and founder of Inwords Gifting.
Her career has moved through several creative worlds. She spent years as a professional makeup artist, built an international career across Paris, London and Dubai, later stepped into social media leadership at Huda Beauty, and eventually returned to entrepreneurship with a very different kind of business. Today, Inwords Gifting creates personalised products designed to help people preserve memories, express feelings and celebrate small wins.
What makes Chloe’s journey interesting is not simply that she changed industries. It is the way each stage prepared her for the next one.
Chloe Lokmer Started With A Dream Others Did Not Understand
Chloe grew up in a small village in France with a strong interest in art and makeup. The career she imagined was not always taken seriously by people around her, but she continued pursuing it.
Her first job was as a barista at Disneyland Paris. She needed to repay the loan she had taken to attend the Make Up For Ever academy in Paris. During the week she trained, and on weekends she worked.
That period captured a pattern that would later appear throughout her career. When she wanted something, she did not wait for perfect conditions. She worked around the obstacles in front of her.
After Paris, she moved to London and learned English because she wanted an international career. Later, she relocated to Dubai with her partner, who would become her husband.
Dubai Became The Place Where Her Career Expanded
The move to Dubai created new opportunities. The city’s beauty industry was growing, and Chloe found space to establish herself as a freelance makeup artist.
She spent around fifteen years in the profession, working with major beauty brands and eventually crossing paths with Huda Kattan and Mona Kattan. A campaign opportunity became an important connection, and her relationship with the Huda Beauty and Kayali world later opened another career chapter.
When the pandemic disrupted her family’s financial stability, Chloe needed a more secure direction. Mona Kattan offered her an opportunity to work in social media.
What began as a shift away from freelance makeup became a serious education in brand building. Chloe spent around three years supporting Mona Kattan’s social platforms and Kayali content. She entered a small team and eventually managed a larger group, gaining a close view of how global beauty brands are communicated and scaled.
Leaving A Successful Role To Begin Again
By 2023, Chloe felt ready for another change.
Leaving an established position can be difficult, especially when the alternative is uncertain. She had experience in makeup and social media, but her next idea would take her into ecommerce and product development.
That idea became Inwords Gifting.
Chloe has described herself as a highly sensitive person, and that experience influenced the concept behind the brand. She wanted gifts that felt personal rather than generic. For her, handwritten words, photographs and small objects could carry emotional value far beyond their price.
Instead of building a store around grand gestures, she focused on journals, keepsakes and personalised products designed to help someone feel understood.
Inwords Gifting Grew One Small Win At A Time
The early business was extremely hands on. Chloe worked from home, packed orders herself, created content, handled product development and managed the responsibilities of raising two children.
That closeness shaped the brand’s philosophy. One Win at a Time became more than a product message. It reflected the way Chloe viewed entrepreneurship. Big results, in her experience, were created through small wins repeated consistently.
Inwords has since sold more than three thousand journals and has attracted attention beyond Dubai through entrepreneurship and lifestyle platforms. The brand has also expanded its collection around preserving memories and meaningful words.
In September 2026, the company opened preorders for a new version of its Memory Keepsake, designed to protect letters, childhood items, photographs and other personal objects. The collection follows earlier versions that sold out, showing how an idea created from personal values has developed its own customer community.
Motherhood Remains Part Of The Business Story
Chloe has not tried to separate entrepreneurship completely from family life.
She has spoken about intentionally building her business from home so she can remain close to her children. Her working day can include packing orders, filming social content, answering emails and developing products before returning to school pickups and family responsibilities.
That reality makes her story different from the polished version of entrepreneurship often shown online.
Building a company can look exciting from a distance, but daily progress is frequently repetitive. Orders have deadlines. Products go wrong. Marketing ideas fail. A founder may spend hours on work that customers never see.
Chloe’s approach appears to accept that reality rather than hide it. Her message is not that confidence comes first. It is that action can come before confidence.
A New Definition Of Success In Dubai
Today, Chloe’s story connects several identities that once might have looked unrelated.
The young woman who worked weekends to fund makeup training learned creativity and discipline. The freelance artist in Dubai learned how to work with clients and brands. Her years inside Huda Beauty and Kayali strengthened her understanding of content, community and leadership. Inwords Gifting brought those experiences together inside a company that feels more personal.
She is also increasingly speaking about slower, more intentional consumption and choosing products with greater care, reflecting a broader shift in the lifestyle she shares publicly.
Her journey does not suggest that everyone should leave a successful career and start a business. The more useful lesson is that previous chapters do not have to limit the next one.
For Chloe, progress has come through reinvention, curiosity and a willingness to start without having every answer.
In a city known for big ambitions, her philosophy feels deliberately smaller and perhaps more realistic. One win. Then another. Then another.
That is how Chloe has turned a creative career, unexpected challenges and deeply personal values into a Dubai business that continues to grow.
Follow Chloe Lokmer on Instagram
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