I didn’t tell anyone what I was doing — I kind of just did it. Three weeks after getting this idea to start a line, I had an online shop up and running. That was on July 24, 2014. In retrospect, having capital, a business plan, and a marketing strategy would have certainly made the journey easier, but that is the amazing thing about being young. It’s the freedom to not have it “all together” and that be okay. And I certainly don’t regret the leap of faith I took.
A few weeks into having my line and I quickly learned the difficulties in having an ecommerce business but what I also learned, just as quickly, was the importance of consistency. Consistency is showing up even when you don’t have a reason to so even when I had nothing to share, I had something to share. My first six months in business, I received a total of about 15 orders, but that did not stop me from marketing my business everyday. Social media, more specifically Instagram, single handedly propelled Shop Sarauniya. The effect of good photos, hashtags, and a professional look is often underestimated but in my case, went a long way. The internet also goes a long way and we often take it for granted. Having no prior entrepreneurial experience, I utilized the free business articles and videos I found on the web. I also read many books and made many prayers.
Money is a major concern for many people who want to start a business, and in most cases, it’s the number one hindrance in starting. But when I decided to not make money a problem, the lack of it did not stop me. It certainly challenged me, but it did not stop me. I used personal savings from my part-time retail job to invest in my line. I started with a small quantity of products and when I sold that, I would use the profits to invest again. That said, I did not “pay myself” and up until today, I still don’t. I also saved wherever possible by designing my own logo and website as well as shooting and editing the photos myself.
After surviving my first year in business, I got a couple of friends together and had a rooftop dinner in the heart of New York City and since then, have made it a point to celebrate my business anniversary every year — lavishly if I might add. I think it’s important to celebrate yourself. If I had waited for someone else to celebrate this milestone, they wouldn’t have. They wouldn’t even remember it.
Shop Sarauniya has been in business for two years now and I am always in awe at how far I have come. Our team has since grown, though. I still manage that majority of the brand’s affairs, and we have a business plan and marketing strategy among many other things. Two things remain, however. I don’t allow money to be a problem and whatever money I make, I use to invest. Our newest collection will be unveiled at Accra Fashion Week 2016, an achievement I am so happy about and humbled by, needless to say.
*Shop Sarauniya is one of three brands under the Sarauniya™ company, alongside Sarauniya Makeovers and Sarauniya Academy. The term ‘sarauniya’ means queen in Hausa, encompassing all that the company represents.
