‘We are redefining business of beauty in Nigeria’

Elsie Nwadialo is the founder of Sewanda Beauty Shop & Spa, specialising in beauty treatments, including body massage, facial and body treatments, sauna, manicure/ pedicure, nail fixing, and makeup, among others. In this interview with ISAAC ANYAOGU, the former bank worker says only tenacity can make a business owner succeed in Nigeria.

What motivated you to go into beauty business?

I have always loved cosmetics and beauty products. I used to read a lot of beauty books even when I was in primary school. By the time I was an undergraduate, I did my own manicure and pedicure, facials and I applied my nail polish professionally.

I loved massaging my dad’s back and neck if he had any pains, and I used to do pedicure for my mum. I didn’t see it as a business but as a hobby.  I just loved making people look good and feel healthy.

I got a bank job because that was what was available. After some years of hard work and short nights (got to work by 6.30 am everyday), I got a rude shock! I was asked to resign.

“What have I done wrong?”  I asked.

Human Resources said they just wanted some staff to resign from banking operations. That was it! Just like that! I spent the next couple of years looking for a new job. Some I didn’t get. The ones I got, I just couldn’t do it because I was getting some inappropriate advances from men. I didn’t want to taint my bible-trained conscience.  They told me nothing goes for nothing, even though I was more than qualified for the job. That was quite frustrating.

I eventually decided to pursue my passion which is in the beauty business and with my husband’s support, I enrolled in a beauty school where I got Advanced Diploma in Beauty Therapy and Cosmetology  before opening the Beauty Spa.

How were you able to source seed capital?

I had my family’s support and also secured funding through the ‘YouWin’ grant extended to budding entrepreneurs by the Ministry of Finance during the tenure of former President Goodluck Jonathan. The grant was very helpful.

What are the challenges you have had to surmount?

Entrepreneurship is very challenging in Nigeria. Getting a suitable location for business is very expensive. Property owners charge exorbitant fees for business premises. Most times the entrepreneur struggles to pay rent with almost all the income.

Then we have bills to pay monthly and yearly. Power supply bills, trade permits, office premises, extension bills, signage bills and taxes. Getting competent and dedicated staff can also be challenging. There is this mindset that it’s wrong to work in a ‘one man business’ for long, so some staff don’t stay long.  They hop from one job to another. Power is the most challenging. We have to generate our own power most times and fuel gulps up a lot of money every day. It is not easy to get funding for expansion too.

How have you been able to keep head above water despite these challenges?

Only determination can make a business owner succeed in Nigeria.  It is not easy at all. Many businesses fold up in the first five years because of pressure. Once an entrepreneur is focused, he/she will succeed.

Depending on the nature of the business, an entrepreneur should look for ways to maximise profit in such a way that his/her and clients will benefit.  An entrepreneur should also be disciplined and treat the business as a different entity.

What keeps you awake at night?

Well, really I sleep well at night, but really, I think of how I can do things differently to maximise profit. For example, this period we cannot afford to reduce our prices. The price of fuel and everything is skyrocketing. So one way we are keeping our client is giving them a free mini service and serving them health drinks and teas after every beauty treatment. So regardless of how much they pay, they get value for their money.

What five nuggets of wisdom will you give your younger self regarding career choice?

Choose a career that is like a hobby to you. Even when you are not getting as much income as you desire, you won’t quit.  Make sure you are versed in your field. Clients love to patronise entrepreneurs who understand the business. Your staff will respect you if you are a guru in your field.  Be involved. Don’t leave all the work to your staff. There are days you have to work alone.

Also make sure you go for trainings, and train and retrain your staff.  New methods and techniques emerge every day. An entrepreneur should be positive, patient, and resilient. Always see the big picture.

ISAAC ANYAOGU