Her Story
About Resham
Resham Gehani, MHA, is an entrepreneur and Chief Executive Officer of E Perfume Bar, where she specializes in live commerce, e-commerce, and beauty and fragrance retail. With nearly a decade of experience in online retail and more than three years focused on live selling, she has established herself as an early adopter of social commerce through platforms such as Whatnot and TikTok. In addition to selling premium beauty products and fragrances, she coaches emerging entrepreneurs, develops sales strategies, and helps others build successful live-commerce businesses while expanding her family's growing fragrance brands.
Before transitioning into entrepreneurship full-time, Resham built a diverse career in healthcare. She earned a Bachelor of Science in Biology from the University of Georgia with an initial pre-dental focus before completing a Master of Health Administration from Clayton State University. Her professional experience includes working as a dental assistant, serving in radiology at Piedmont Hospital, and holding a leadership position within a mental health organization. During the COVID-19 pandemic, she transformed a side business reselling discounted beauty products and family perfumes through online marketplaces into a thriving full-time enterprise that ultimately surpassed her previous corporate income.
Resham credits her success to the entrepreneurial example set by her family, particularly her father's willingness to pursue business ownership while prioritizing family, as well as the unwavering support of her husband and parents. She believes aspiring entrepreneurs should gain experience, start with modest investments, and build their businesses strategically without rushing to leave stable employment. Guided by resilience, continuous learning, adaptability, and a commitment to balancing business success with family life, Resham continues to expand her influence in live commerce while helping others discover opportunities within the rapidly evolving world of digital retail.
Her Interview
Ten minutes with Resham
01What do you attribute your success to?
I attribute my success to growing up in an entrepreneurial family that demonstrated the value of hard work, adaptability, and creating opportunities. Watching my father transition from a corporate career to running our family business taught me the importance of flexibility, resilience, and being present for the people who matter most. I have also been incredibly fortunate to receive unwavering support from my husband and parents, whose encouragement has given me the confidence to pursue my entrepreneurial goals.
02What’s the best career advice you’ve ever received?
One of the greatest influences in my career has been my aunt, who owned and operated her own periodontal practice. She taught me that true success comes from having the confidence to build something of your own and take ownership of your vision. During my time interning with her, I learned valuable lessons about leadership, communication, and managing a business that continue to guide me today. Even after I chose a different career path, she continued to encourage and support my entrepreneurial journey. She showed me that I could be both independent and successful while still valuing the support of those around me.
03What advice would you give to young women entering your industry?
Don't wait for the perfect opportunity because there will never be a perfect time to begin. Start with a manageable investment, learn the business firsthand, and make sure you genuinely enjoy the industry before fully committing to it. Build experience gradually, test your ideas carefully, and avoid leaving a stable career until your business has demonstrated sustainable growth. Most importantly, believe in yourself and simply take the first step.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in my industry is keeping up with the rapid changes in live commerce, e-commerce platforms, and an increasingly competitive marketplace. Scaling a business while managing inventory, fulfillment, and live selling also requires constant adaptability and can be demanding. At the same time, these changes create exciting opportunities to reach new audiences and expand across platforms like Whatnot and TikTok. I also see tremendous potential to grow through consulting, wholesale partnerships, mentoring new sellers, and launching additional brands. By building strong systems and an exceptional team, I can continue creating a business that is both scalable and sustainable for the future.
05What values are most important to you in your work and personal life?
I value entrepreneurship, perseverance, adaptability, continuous learning, family, and maintaining the flexibility to build both a successful business and a meaningful personal life. I believe success should create opportunities not only for professional growth but also for being present for the people who matter most.
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