After overcoming the fear and challenge of leaving her family behind, a UK-born Nigerian, Amaka Ozumba, relocated to Nigeria to establish a salon. She shares with AYOOLA OLASUPO, her journey fuelled by dedication to customer needs and satisfaction
What inspired you to move from the UK to Nigeria to set up a beauty salon, especially now that businesses are struggling to survive?
I visited Nigeria in 2018 with my sister for what’s popularly known as “Detty December” and immediately fell in love with the atmosphere, culture, community, and food. Before university, I hadn’t considered visiting Nigeria, but my coursemates, who were all international students, always spoke highly of it, which inspired my trip. Given Nigeria’s current challenges, I sometimes wish I had moved sooner, but back then, I was held back by fear. I prayed about the move, planned carefully, and timed it to work in my favour financially due to the exchange rate. I saved more by moving now than I would have two years ago. Having only been open for a month, I may not have the full picture of the struggles, but so far, I’ve done well. I made sure to network, document my journey, and put in the effort to spread the word about my beauty salon.
There wasn’t a single turning point involved in my decision to relocate; it was more a gradual process of overcoming fear. I’m very family-oriented, and with most of my family and close friends living in the UK, the thought of being far from them was challenging. But as my family and friends started visiting Nigeria more frequently, I began to take the idea more seriously.
How did your family, friends, and colleagues react when you shared your decision to relocate and start a business in Nigeria?
All my friends were incredibly supportive and proud; they never doubted that I would be able to adapt and succeed. My mum was the only one with concerns, primarily around safety. But once she saw my plans, my apartment, and the preparations I’d made, she felt more reassured.
What specific challenges do you anticipate may arise while running a salon in Lekki, especially with the current economic climate?
One of the biggest challenges I’ve faced is managing price expectations. Some customers try to negotiate prices, perhaps assuming I’m unfamiliar with the market. But I’m firm with my pricing because I’ve studied the market well and know I’m not overcharging or undercharging. I won’t let anyone take advantage of me.
Was there a particular gap in the Nigerian beauty industry that you felt needed bridging?
The main gap I wanted to address was customer service. At my studio, we take pride in our approach, how we speak, how we present ourselves, the way we address concerns, our responsiveness, and our communication about services. Every interaction is intentional.
Why did you focus on the beauty industry and not on something else?
While at the university, I found myself feeling idle and bored, especially with the intensity of the course I was studying – Law. I wanted a new skill to occupy my mind and perhaps earn some extra money. I knew I wasn’t good with hair, but I’d never heard much about lash services, so I decided to try it out. I paid for a course, made back my money, and kept investing in other services that I could turn into a sustainable career.
Given the exchange rate fluctuations and rising costs, what strategies do you have in place to sustain and grow your business?
As I mentioned earlier, I’ve always been independent and learned how to save from a young age. My mum instilled the importance of managing money, and I knew I never wanted to be financially limited because I hated hearing “no.” While in university and feeling idle because I wasn’t working, I wanted to pick up a skill I could monetise long-term. I paid for an eyelash course, got certified, and started practising on my mother and sister weekly. Initially, it took me seven hours to complete a lash set, then it dropped to five, and now I can finish a set in two to three hours, depending on the style.
Have you fully perfected the skill?
My business wasn’t really planned. I made a random page and started posting content about the strip lashes I was creating, and soon, I began taking clients, charging £20 per set. From there, my price grew to £60, and I would save everything, only spending on stock or investing in other skills. My portfolio expanded, I introduced more services, charged more, and saved more. This business became my ‘baby’ and everything I’d ever dreamed of, being my own boss. Working remotely allowed me to save money. The goal is for my business to operate independently, with or without me, which is why I’m here in Nigeria for a year, training staff and focusing on content creation, networking, and investing in my craft.
Does that mean you plan to return to the UK?
After some time here, I realised I dislike the rainy season in Nigeria, so I’ll definitely spend part of the year in England. The plan is to balance my time between both countries.
Would you say that your identity as a British-Nigerian influenced your business approach?
Absolutely, it has. My travel experiences and visits to various salons worldwide taught me what clients want and the standards they expect. I knew I wanted to avoid the negative experiences I’d encountered in some salons, so I incorporated that into how I trained my staff and ran the salon.
How are you coping with the business practices in Nigeria?
I’ve been managing well, though it can be exhausting when resolving conflicts between staff or overlooking issues they can’t afford to fix. It’s been challenging to see people occasionally mistaking kindness for weakness.
What has it been like managing your greatest challenge so far?
Some people assume, because of my accent, that I’m unfamiliar with Nigerian pricing. I’ve received inflated prices, and when a friend calls on my behalf, the price often drops by half. To handle this, I hired an assistant who manages calls and handles billing on my behalf.
How do you plan to set your beauty salon apart from other others in Lekki?
I believe the key lies in exceptional customer service and offering seasonal promotions for our clients. Our goal is to build a base of loyal, satisfied customers. With my experience in the legal industry, I’ve learned that excellent customer service is the most significant factor in standing out. Understanding customer needs, effectively resolving conflicts, and addressing complaints in a timely manner is crucial. It’s also important to allow clients the freedom to voice concerns while upholding a policy that doesn’t tolerate abuse of employees. In Nigeria, there’s room for growth in customer service, so I’ve made handling customers with care my top priority. Seasonal offers and promotions also make a big difference, especially given the changing economic climate. These promotions allow clients to experience the beauty services they desire at a more affordable rate because everyone loves a good deal.
What are your aspirations as a Nigerian entrepreneur in the beauty industry?
Personally, I want to learn and speak Igbo fluently, align myself with like-minded people, deepen my spiritual journey, and perhaps, even meet my husband along the way. Professionally, I aspire to train both experienced and new technicians who want to learn or improve their skills. Building a team of skilled and passionate professionals is a priority for me.
What advice would you give to other Nigerians in the diaspora considering relocating?
Don’t let others’ opinions cloud your judgment. Pray, and trust that God will guide your path. Take constructive criticism to heart but don’t doubt yourself because hard work pays off, and networking is essential.
How do you envision your business in the near future?
I see my business thriving, filled with clients daily despite any economic uncertainties, by God’s grace. With determination and strong networking, I believe anything is possible, and I’m excited for the bright future ahead.
Source: PUNCH
