Year after year, women in yachting have taken a larger and more significant role in the industry. They are emerging as powerful, effective, and efficient – as much as men in yachting, and have gone beyond the role of charter broker. Here, YATCO takes the time to get to know some of these women – whether they are yacht sales brokers, shipyard coordinators or marketing masters. Below, get to know Jenny Caird, CEO and Founder of 212 Yachts.
Jenny Caird, CEO and Founder of 212 Yachts
What drew you to the yachting world?
I love a business that is fast-paced, ever-changing, and full of opportunities and challenges. The clientele of yachts are often highly successful and inspiring people. These factors drew me in to the yachting world, and continue to keep me interested.
How did you get your start in yachting?
I moved to the South of France in 2009, where my eyes were first opened to yachting. I was hired to lead and launch some startup businesses, and here I got much exposure to yachting. In 2012 I created my own business (212 Yachts) and never looked back.
Who are some influential people in your life that you look up to?
There are so many, I regularly read business and sports books for inspiration, ideas, and lessons.
My dad – a now retired (still busy) 79 years old, once a CEO with over 10,000 staff. He was highly respected for always being honest, and transparent with clients and staff.
Dad has said to me “Go to bed knowing you’ve done your best and been honest, and you will sleep well.”
This is a core value of how I do business, it reaps rewards, many trusted repeat clients, and I sleep very well. My mum has the go-get, never stop attitude, she’s a trooper and that’s very inspiring.
Frank Rock – RIP – a business owner, motivational speaker, mentor and inspirational leader. I was honoured to have him as a boss in Ireland in my 20’s.
I learnt many things from him, one that stands out – the importance of practicing what you preach, and how this affects the energy and output of your team.
I am far from perfect, but I very much try to ensure that my behaviours set a positive impression and benchmark for my colleagues. Their performance (which is awesome) is only as good as the example I set.
What are some challenges you face and how do you overcome them?
As every business owner knows, there are constant challenges. This is part of the fun of running a business – finding the best solutions, continuously improving your business, and getting on with it.
Mindset is key – there is no time to feel down, only to reflect on what we learnt and identify what we can do better the next time.
You have to pick yourself up fast, reflect, learn, and move on, with a smile on your face. If you do this enough times, it becomes a positive habit.
What are you currently working on and how do you stay inspired?
I am currently working on “What should 212 Yachts be working on?” – the annual business plan. It’s the perfect opportunity each year to study the business, and reflect – assess what worked well, what needs improvement, and new opportunities. And then set the goals, and put the wheels in motion. The whole team is involved in the process, it’s a great conversation.
Building habits to maintain inspiration and motivation is part of the daily routine.
Everything from regular exercise and eating well, to setting clear goals, obsessive time management, blanking out distractions and rewarding my productive time with pursuing my love of nature, hiking, rock climbing, golfing and spending quality time with friends and family. And ALWAYS celebrate the wins, no matter how small. Life is a balancing act, and I am inspired to make sure I keep loving mine!
“You can get everything in life you want if you will just help enough other people get what they want.” source unknown.