Dr Odonchimeg Batsukh-Lang: Empowering Youth through Heritage Entrepreneurship

Mongolia, long admired for its sweeping landscapes and rich nomadic traditions, is rapidly emerging as a unique and promising destination for business. With its strategic location between China and Russia, untapped natural resources, and a youthful, educated population, Mongolia is attracting attention across industries, from mining and agriculture to tourism and luxury retail. As the economy diversifies, entrepreneurship and innovation are taking root, creating fertile ground for visionary leaders to shape new narratives around identity, commerce, and culture.

Among the most inspiring forces behind this shift are Mongolia’s women leaders, who are redefining what it means to lead in a modern, globalized world. They bring a powerful combination of intellect, resilience, and cultural pride to the table, often navigating male-dominated industries while forging new paths in education, sustainability, fashion, and business. These women are not just building careers, they are changing perceptions, uplifting communities, and showcasing Mongolian values on the world stage.

One such trailblazer is Dr Odonchimeg Batsukh-Lang, Country Director of FREYWILLE Mongolia. With a background in biotechnology, bio-organic chemistry, and natural sciences, her journey began not in the boardroom, but in the lab. A scholarship from the Austrian government in 2000 led her to research the Edelweiss plant, a symbol of eternal love shared by both the Alps and Mongolia. Her work was later featured in the ORF documentary Edelweiss Enigma, introducing Western audiences to Mongolia’s natural beauty and traditional wisdom.

While completing her doctorate in Innsbruck, she discovered FREYWILLE, the Viennese luxury brand known for its art-inspired jewelry. Instantly, she envisioned Mongolian heritage celebrated alongside Klimt and Van Gogh. That dream became a reality in 2023 when her team launched two FREYWILLE collections inspired by Mongolia, Edelweiss and Best Friend. These pieces reflect nomadic values and artistic identity, reaching audiences in over 65 countries.

As a leader, Dr Odonchimeg blends strategy with empathy, driven by values of respect, humility, and generosity. She mentors future leaders, tells Mongolia’s story through jewelry, and bridges cultures through business. Her work, from scientific research to real estate ventures, continues to position business as a powerful form of cultural diplomacy, one that honors both legacy and innovation.

Could you tell us more about FREYWILLE Mongolia and your role as its Country Director? What are some of your main responsibilities and contributions in leading the brand's presence in the country?

FREYWILLE, a Viennese brand known for its handcrafted, fire-enameled jewelry inspired by iconic artists and cultural heritage, holds a special place in my heart. My connection to the brand began in 2000 while I was conducting research in Innsbruck. I often passed by the FREYWILLE boutique, drawn in by its beauty and storytelling, it reminded me of my childhood and the pride my father took in his craft. After completing my doctoral thesis, a simple moment, bringing FREYWILLE jewelry home as a gift, sparked the vision to introduce this brand to Mongolia.

In 2012, I presented the idea to FREYWILLE headquarters, and with the support of Dr Friedrich Wille, I became the Country Director and brand ambassador for FREYWILLE Mongolia. Since then, I’ve led the brand’s expansion in my home country, building a dedicated team, mentoring emerging leaders, and weaving Mongolian culture into the brand’s global narrative.

In 2023, we launched two FREYWILLE collections, Edelweiss and Best Friend, both inspired by Mongolia’s rich heritage. My leadership journey has evolved to balance creativity with compassion and strategy with storytelling. Through this role, I aim to celebrate Mongolian identity on the global stage, proving that heritage and innovation can thrive side by side.

What, in your view, defines effective leadership? What methods or principles do you follow to achieve success in your role?

To me, effective leadership is built on authenticity, empathy, and a strong sense of purpose. I believe a true leader listens deeply, acts with intention, and embraces leadership as a responsibility rather than a title.

My leadership approach is a balance of vision and execution. I strive to create a work environment rooted in openness, respect, gratitude, and continuous learning. I place great importance on clear communication, emotional intelligence, and integrity. I also encourage innovation, diverse perspectives, and a long-term mindset.

At the same time, I remain focused on strategic thinking, resilience, and delivering meaningful results. For me, leading by example is non-negotiable, being dependable, adaptable, and accountable sets the tone for the entire team.

Every business leader faces their share of challenges. What are some of the biggest obstacles you've encountered in your role, and how do you overcome them?

Every leadership journey comes with its set of challenges, and mine is no different. Some of the key hurdles I face include navigating complex legal and regulatory landscapes, adapting to diverse cultural expectations in international markets, and addressing market volatility. Additionally, balancing social responsibility with achieving business goals and building strong, cohesive teams are ongoing priorities.

To address these challenges, I rely on thorough research, collaboration, and making decisions rooted in core values. I ensure I work alongside passionate, driven individuals, remain adaptable in my approach, and draw inspiration from the lessons my parents instilled in me, namely resilience, creative problem-solving, and maintaining composure under pressure. I also view challenges as temporary roadblocks and trust that with the right mindset, solutions are always within reach.

Building a strong team, particularly when integrating new members who may not fully grasp the importance of collaboration, can be particularly tricky. However, I've found that fostering open communication, building trust, and ensuring alignment around a shared purpose can turn any challenge into a valuable opportunity for growth.

What are some of your greatest achievements in your career, and what is your guiding principle for success as a leader?

One of the highlights of my career has been seeing Mongolian heritage recognized through a prestigious brand like FREYWILLE. The launch of our two collections, Edelweiss and Best Friend, was particularly meaningful and rewarding. Additionally, having the opportunity to share our story with a global audience via Luxe TV and publishing scientific book that showcases Mongolia’s Silk Road legacy are milestones I hold dear.

I believe a true leader listens deeply, acts with intention, and embraces leadership as a responsibility rather than a title

My guiding principle for success is simple, ‘Stay grounded. Stay grateful’. Grow together. I believe true leadership is not about personal accolades, but about lifting those around you and fostering collective growth. I am also incredibly proud to be a part of the Women Corporate Directors (WCD) global community, where I continue to learn and exchange ideas with remarkable women leaders.

How do you see the future of Mongolia's business environment, and what role are women leaders playing in shaping that future?

Mongolia’s business landscape is diversifying rapidly, moving away from its reliance on mining to embrace industries like renewable energy, technology, tourism, and culture-driven ventures such as heritage entrepreneurship. There’s growing potential in areas like sustainable trade and digital innovation that will continue to shape the country's future.

Women leaders are at the forefront of this transformation. They are not only delivering exceptional outcomes but also redefining leadership by incorporating empathy, resilience, and a long-term perspective into both established sectors and emerging industries. I’m proud to be part of this dynamic shift and to support the next generation of Mongolian women who are leading the way as entrepreneurs, creatives, and innovators.

As a natural scientist and heritage entrepreneur, my advice to aspiring women leaders is

Embrace your heritage as a strength, innovate, and share it with the world. Find your identity, support others, and communicate your story to inspire future generations. Collaborate with experts from various fields, as leadership is a team effort. Lead with purpose, empower others, and advocate for women in leadership. Balance tradition with innovation to keep your heritage relevant, while staying true to your roots.

Dr Odonchimeg Batsukh-Lang, Country Director, Freywille Mongolia

Dr Odonchimeg Batsukh-Lang is the Country Director of FREYWILLE Mongolia, blending her expertise in science and passion for heritage entrepreneurship. With a background in biotechnology and bio-organic chemistry, she has worked to bridge Mongolia’s cultural legacy with global luxury brands. Dr Odonchimeg leads with purpose, empowering women and fostering collaboration. She has introduced Mongolian heritage to the world through FREYWILLE’s collections and advocates for innovation while honoring tradition. Her leadership focuses on mentorship, cultural diplomacy, and sustainable business practices.