A thoughtful exploration of how lived experience, resilience, and personal struggle shape authentic leadership. Discover why nonlinear paths and real-world challenges develop the empathy, resourcefulness, and perspective that matter most in serving others.
Leaving an abusive relationship revealed a false friend who cut me off, teaching me that true friendship means celebrating others' happiness and supporting their growth.
Keri Alisa Au-France · In Her Own Words
Her Story
About Keri
Keri Au France is the dynamic owner and operations manager of Seatown Collectile a successful and progressive e-commerce venture she runs with her husband, Paul. In this pivotal role, she expertly oversees the company’s daily operations, ensuring seamless efficiency across business aspects, including product sourcing, purchasing, inventory management, order fulfillment, customer service, and financial recordkeeping. Her business focuses on collectibles, LEGO products, trading cards, toys, and various consumer goods, requiring her to stay attuned to market trends, product demand, pricing strategies, and customer preferences.
As a dedicated entrepreneur, Keri curates the entire customer experience, which encompasses maintaining engaging product listings, conducting thorough research to source merchandise, processing orders efficiently, coordinating timely shipping, addressing customer inquiries, and resolving returns or disputes with care. She has developed vital skills in business operations, e-commerce management, customer relationship management, inventory control, market research, purchasing, logistics, and process coordination. Her meticulous attention to detail and adeptness at juggling multiple responsibilities have been crucial in delivering consistent service and fostering the ongoing growth of Seatown Collectible.
Keri’s entrepreneurial journey is further enriched by over a decade of professional experience in healthcare administration, customer service, and business operations. Managing her own company has honed her leadership, problem-solving, communication, organizational, and decision-making abilities, providing her with invaluable hands-on experience in building a business from the ground up. She adopts an adaptable and service-oriented approach to her work, committed to upholding high standards of professionalism, reliability, and customer satisfaction. Her achievements as a business owner exemplify her initiative, resilience, and determination to create meaningful opportunities. Keri excels at multitasking while making a positive impact, serving as a voice for vulnerable individuals in her community who may feel unheard, and actively advocating for social justice and progressive advancements in healthcare education.
Her Interview
Ten minutes with Keri
01What do you attribute your success to?
I attribute my success to persistence, adaptability, and a willingness to keep learning. Becoming a mother gave me a stronger sense of purpose and motivated me to continue my education, build a business, and create greater opportunities for my family. I have learned that progress does not have to follow a perfect path. It comes from continuing to move forward, solve problems, and use each experience as an opportunity to grow.
02What’s the best career advice you’ve ever received?
The best career advice I’ve ever received is that even if I don’t follow the path I originally expected, as long as I keep pursuing my dreams, setting goals, and making a positive impact, I know I’m moving in the right direction. Every experience is an opportunity to learn, grow, and move forward.
03What advice would you give to young women entering your industry?
I would advise young women entering my industry to take each day as it comes while continuing to work toward their goals. There may not be a time when you feel truly "ready." Always continue to build your knowledge, ask questions, seek mentors, and, in a sense, let the journey guide you if you ever feel lost. Like I said, as long as what you are doing is a positive thing, either for your community or just for yourself, you can't go wrong. Your perspective is valuable, and the challenges you have overcome can become strengths that help you lead with empathy, resourcefulness, and confidence.
04What are the biggest challenges or opportunities in your field right now?
One of the greatest challenges in business operations and community health is meeting people’s needs within systems that are increasingly complex and technology-driven. The opportunity is to use clearer communication, stronger processes, and more personalized service to make those systems easier to navigate. Professionals who combine operational skill with empathy and adaptability can improve both organizational results and the experiences of the people they serve.
05What values are most important to you in your work and personal life?
The values most important to me are integrity, dependability, compassion, social justice, family, and lifelong learning. I believe trust is built by following through, taking accountability, communicating honestly, and treating people with respect.
Her Content Hub
Articles by Keri
Balancing motherhood, education, career goals, and family-run e-commerce stores has taught me that success does not follow a single timeline.
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