You need a good nose to succeed in perfume business

By Agatha Emeadi

Hajia Omotayo Jemila Awa-Ibraheem, popularly known as OJ, is the brain behind ‘House of Jemila, a one-stop shop for perfume brands. Her success story is the result of an entrepreneurial quest to find a solution to a business problem. In this , speaks on how she built her go-to perfume brands business, which now has three major locations in Lagos.

 How has the business been going?     

It has been going incredibly well. It has been one year since we opened the Lekki store. So, we have been gradually getting customers, especially people who are interested in what we have to offer. For me it has not been a bad situation, but we keep forging ahead.

 The current economic situation is a big blow to entrepreneurs as most businesses involve importation and foreign exchange. How have you been able to manage the situation?

I must tell you that it has not been easy, especially with the fluctuating rate of foreign currencies which has affected many businesses. I cannot speak for other businesses, but mine made low profit, reduced the margin without it affecting our business while watching and waiting for the economy to pick up. That was what I tried to do and look forward to a better return. Now, for most businesses, survival is what we are all trying to do while watching the economy to bounce back. Hopefully, with some new policies, we might start getting different feeds. But for now, ithas to be lower margin and prayers.

 Against the background of general hardship, has there been a reduction in patronage? How are you coping?

 My customers are still consistent because they are particular about what they want. They are still able to manage that aspect. But now, it is improving what is on ground. One still wants a wider range, wants to be out there and wants to be known. There has not been any problem in any way; I have been able to manage my business in a healthy way.

 What made you prominent as a perfume brand?

One will have to have a good nose and eye for perfumes. In June this year, I will be travelling to Italy for the Milan Essence show. One must have a good nose and eye to be able to spot a company or market that knows a potential. Right now, apart from one or two niche brands that I have the exclusivity, most of them are known brands. A lot of our customers are particular about how authentic our perfumes are. For the fact that they trust us, knowing we bring in quality, they have their preference because they are well established brands. I have two other niche brands that are not known in Nigeria which we are promoting. I was able to spot one of them last year. Hopefully, when I travel this year, I will be able to do the needful. That will mean me creating another label for my customers that have a wider choice to select from. That way, we have been able to maintain the customer base.

 In over 10 years of the perfume business, what has it done for you?

In terms of creativity, I find it very interesting. It is great to build a healthy business and allow people who are more capable in terms of the management to take over. I have been very fortunate to have some good hands with me. I have been able to outsource things that I am not able to handle. There is no way one will be in business without meeting like-minds – people and mentors. I have met mentors on the journey. It also leads to independence, but some people get it wrong because independence means you cannot fail. One cannot afford to stay down or fail in business. Personally, I need to be stimulated and solve problems. I have done 9-5 jobs earlier on in life to get the experience, but it might not work now. It has to be done my own way and entrepreneurship is the way to go.

 Why did you choose to be in the perfume world and on a large scale?

Perfume was a fluke actually. I happened to be in the US at that time and I had the opportunity of meeting the company where my perfume comes from. I got to know someone who introduced me to the company. Meanwhile, the purpose of buying the perfume was to use it, to push my other brand because I knew perfume has a universal appeal. So, I added perfume to Nouba, an Italian makeup brand of which I had the franchise. I had pushed my cosmetics business but was not getting what I wanted. The perfume was meant to support the cosmetics arm to grow. That was how I started perfumery. Then again, because I can sell whatever I put my mind on, especially beauty products, not because I am a woman, but because I was passionate about perfumes. I have always had a good nose for perfumes. Perfume business is not about selling perfumes; one must have a good nose for the business. When I go to Milan in June, I will go from one stand to the other to get the best. I will also attend Master Class sessions, which are very important. We do market research, to get updates on our customers. We do this to know what moves the most. Such studies give us an idea of the best perfumes.

 What has being in the perfume business done for you?

Apart from my personal brand which I created, it has given room for my other businesses. I created a three-tier perfume business apart from my Spa and nail studio. I have a high-end perfume store in Lekki, it sells exclusive niche perfumes. The store on the Mainland sells mid-range designer perfumes and there is another that sells the lower range. I decided to do three-tier to create a balance and cater for as many people as possible. I have exclusive, budget friendly and something for everyone.

 As a stakeholder in the perfume industry, what advice would you give to start-ups that want to be like you?

Do not be in a hurry to start anything until you study what you want to do. Do not work on assumption – endeavour to find out what people want, what location is best for you, how do you want to sell. Make responsible inquiries. Then, study the market and be an apprentice under someone. It is very important. Understand the nitty-gritty of the business so you do not find yourself in courts. That is why online businesses are problematic. I personally chose to have a physical shop to avoid controversy. So many online traders see it as making quick money, but so many are damaging future reputation. Integrity, hard work and years of sacrifice are key to businesses. No one gets into the industry and becomes a billionaire overnight.