When asked what inspired her going into business, Olufunmilayo Babalola, the Creative Director of Lumiere Make-Up Arts, located at Magodo, a high-brow area of Lagos, without mincing words replied, “my passion and my husband”. According to her, entrepreneurship may be stressful but “there is this peace that comes with it”. In this The Business Interview, Mrs. Babalola revealed to Arinze Okamelu how she eats, sleeps, and wakes up with her “make-up” passion daily amongst other business concerns. Read excerpt below:
What does Lumiere do?
Lumiere is a beauty suite. We render professional make-over services as well as lash and brow services. We are available for bridal/ wedding makeover, special events, editorial/print, TV commercials, modelling portfolios, fashion shows, semi-permanent individual eye lash extensions, which is not done or common everywhere. I am proud to say that we are one of the few good eye-lash technicians around. We also do bridal hair styling as well as nails. We still have ready to buy customized beads and jewellery which you can walk in and pick on your way to your parties and we have range of beauty products sourced locally and internationally, depending on our customers choices and they are readily available for use at their disposal.
Why the name Lumiere?
When the idea of setting up this business came, what was in vogue then were names like ‘Ewa’, ‘Oge’ and stuffs like that. I did try to go with the crowd for some reasons, but it just didn’t click. After some deep thoughts and considerations by my husband and I, we came up with “Lumiere”. Now, Lumiere is a French word that means “light”, “radiance”, and something that is bright. So linking that with the word of God that says “where light is, darkness cannot comprehend”, we had to adopt it.
For how many years has Lumiere existed as business entity?
We became registered officially in June, 2011 and since then we have been in Business.
Tell us about yourself and your journey to setting up Lumiere?
I am a graduate of computer science from Onabisi Onabanjo University (OOU), Ago Iwoye, Ogun State. Before then, I had my OND from the Federal Polytechnic, Ado Ekiti, Ekiti State where I studied Mathematics and Computer Science. So basically, I have been an I.T (Information Technology) professional. I am an Oracle Certified Associate; I am an Oracle Certified expert and I am a SQL expert. After my graduation, it took us along time to go for the mandatory National Youth Service due to backlog of graduates before us that haven’t gone for service. And I needed to do something than staying idle during that period. Fortunately for me, I got employed in an I.T firm, but then I knew I had to get empowerment because I have never been the kind of person that wanted to settle for this “white collar” job all my life. Even as passionate as I was and still am about IT, I have always wanted to do my own thing. So I decided it was better I go for something that I am passionate about. So the next task was “what is it that you are passionate about Funmi?” Of course, a lot of things; I am a lady, I like beautiful looks, fashion and all that. I noticed that if I pick up a magazine and I am going through, before reading the notes, I am already looking out for the pictures; looking at the faces , admiring the way they did the brows and so on. All that while, though I appreciate them, I couldn’t do them myself. I tried, but I couldn’t, and I had to tell myself the simple truth that I just wasn’t there yet and I needed to get knowledge on how to do this thing because there must be something about it that I am not getting right, that makes people unique, look nice and professional and all that. But how and when I will get the professional training, I didn’t know. I guess I was looking at how I will leave all my degrees, my certifications and qualifications, and then walk into a make-up studio and start learning how to do make-up, and start carrying make-up boxes around. It was a tough one trying to make that decision. But then, when I got married and after nursing my first child, with the help of my husband, I summoned courage, and went in pursuit of my passion.
What could have made you look in this direction, were you not fulfilled as an IT professional?
Well, it wasn’t like I decided I was going to leave IT. It is more of me deciding to get empowerment on something that comes to me naturally; something I am passionate about. I was however trying to do it with wisdom; perhaps that’s why I am still practicing my I.T by the side. Make-up is something that has been with me all my life.
At what point did you notice that make-up has been with you?
I think it was early 2001 when I got into the Polytechnic. Then growing up, I have always loved make-up, but my mum was really strict. You had to go on low-cuts, you are not allowed to use anything beyond white powder, and you are not even allowed to use lip-gloss. You can imagine. So when I got into the Polytechnic, there was this sense of freedom to do the things I wanted to do because I had some degree of liberty. So I started doing make-up the way I saw my mum do it- the way she would ‘line’ her brows (how it was done then), coat her nails with polish; apply her lipsticks and powder. I will even tell someone going home “please help tell mum I need this and that” and she will send it and before I knew it, I started getting interested in trying to do it better. Again, when I went for my industrial training (IT), I will see female CEOs and managers with good looks, lovely brows and lipsticks and so on, of course I couldn’t afford those things then, but I wanted to do it like them. That drive has been there. I will flip through magazine including international magazines and I see run-way models; the way they do their make-up and I am like how can I do make-up like these people. It even got to a point that I thought of rather than pursing the Oracle certifications and all that, I should have put in that efforts and money in my passion and perhaps I would have been better.
So at what point did you convert this passion to business and created a business out of it?
In 2011. Like I said I went for a training and during the training, every evening I will come home to my husband, because I did not have model to practice on, I will sit him down to practice on him. I will try to do his brows, though I won’t shave it, and he would say just make sure you don’t take my pictures. There were times when he will rebuke me and say “is this all you could do? So you left home all morning and you are back at 6.30pm and this is all you could do? You got to be serious” Basically my husband has been my major drive, he kept on pushing me that I need to be better, he has been my motivation. So as I got better; I said fine, but nobody knows me, I want to do this thing and I want to do it professionally. So I started telling friends “should you know anyone that wants to do her introduction, weddings and stuffs that I can do their make-up for free”. I got a few friends who linked me up with their cousins, nieces and friends; I started making them up for free. Then I used all the money that I saved while I was working to get make-up products in addition to my personal make-up products that I started with. As I moved on my husband was quite encouraged and I said I need to take this to the next level, and he said if I must take it to the next level, it has to be professional and be done the right way, not picking up your box like the roadside make-up artist to do crap. From there we went on to prepare the business plan, register the company and then we did flyers and handbills with some photo shoots. But I was still there in my living room and still doing the “free services” because I wasn’t getting patronage as such. Sometimes some of the people I worked on would give me some token to appreciate and encourage me. So I knew I needed a space outside my house and I told my husband about it. However, as this was going on, I got a job with a World Bank project under the Lagos State government to manage their IT. It was a good paying job, and I contemplated how to handle both, but my husband said “I can do it”. He did more of the business development for me and we said that there has to be a niche for the business beyond just securing a space. What do I want to sell? There are many make-up artists out there, what should stand us out as more and more artist are evolving by the day. People are trained and they are picking up their boxes, either good or bad. So we needed to carve a niche. At that time there was no make-up artist in this area (Magodo) particularly. So we said, this is a niche, let’s create a platform whereby you can stop on your way to party or work, and get your make-up done and look good at a very affordable rate. That was our niche- Affordable service on your way to your party. We called it “make-up and ‘gele’ on the go” and that is what we were doing and from there one person came, and told the next person, apparently satisfied with our services. Then the visibility of our office also helped and then, in about one year, we became a house-hold name in Magodo area of Lagos and we became an inspiration to several other make-up artists whom I am sure were influenced by our success story.
What would you describe as the unique value proposition for Lumiere?
The quality of service we render. We believe every woman is beautiful, and at the same time every woman deserves to look good. Now, we have brands that are quite pricey and are supposedly for the rich and classy. But we thought that because everybody deserves to look good, price should not be an impediment. It shouldn’t be “I would have loved to get this level of service but I can’t afford it” We said “no” At Lumiere, we give good quality service at a pocket friendly price, and that has become the attraction for us. And when they call us for outdoor services like traditional marriages, weddings, bridal-set make-up, baby christening, photo-shot services, we step up a little bit and it then becomes a premium service at a premium rate.
What do you think has been the sustaining power for Lumiere?
It has been God because God is our foundation. Another thing I know that affects others which we avoid here is that “the boss wants to be in control 100%”. What we have done is to get people who have gotten basic trainings from good training places, and bring them on board, work on them, teach them our style and culture and empower them. So basically in doing this, we replicate ourselves, so they are able to do almost the same thing that I do; so nobody comes in waiting on Funmi. It has made our business to be on auto-pilot. Again, we have good customer relation. We do follow up on our customers when we don’t hear from them for a while. We do this to tell them “We Care”.
What impact has your IT knowledge on this business?
It has added a great value, I must say. Unlike some make-up artists that are not IT savvy, I have been able to sort myself out through ICT. For example there was a day when a lady walked into my studio and she said she was in her house and she needed to get her make-up done and her husband wasn’t going to be patient for her to do it. So she goggled and typed make-up artist in Magodo and Lumiere came out and she got my phone number and address and she called and came around and got her make-up done and since then, she has been a very stable client.
So what influence has your husband got on your business?
On this question I can talk a whole year and I will not stop talking. My husband has been everything to the existence of Lumiere. Right from when the vision came, to its manifestation he has been there. I go to him for counsel, especially when things get confusing. I am an IT person, I didn’t know much about business development, management and financials. So he has been there, motivating, inspiring, educating , tutoring me , and leading me very step of the way and even investing financially also. As we speak, in running of Lumiere, he helps with the administration, financial management and staff management. So I do more of the creativity.
Let’s assume he isn’t there, do you think you can still drive the vision?
Yes, I think I can because it is something I am passionate about. But he been there has really made things easier. He has empowered me and the values he has instilled in me cannot be wished away. Often times when he is drilling me I say “oh, my God this guy is been too hard on me” but at the later end, I find out that he isn’t really hard, he’s just trying to get the best out of me.
How have you been able to combine been a wife, a mother, an employer and an employee and still you are moving?
I have a grace that has seen upon me and has been my sustenance. God has blessed me with a few good people. So been a wife, a mother, an employer and an employee, it takes the grace of God to still be moving. Again, my husband has been very supportive. Sometimes, even on Saturdays, I leave him with the kids as early as 5.30am. He has been helping. Then my mother has also been a major support. I know she is conscious of the fact that the passion in me was from her; so she has to do all it takes to support and see me succeed. There are times I have to call her off work to come and help me stay with the kids. And then God has blessed me with few good staff. There was a time in between my business I had another baby and I had to be off business for about 3 months and everything was fine till I got back.
If you have to choice between “Make-up artistry and IT”, which of them would you choose?
It will definitely be my passion-Make-up artistry.
So why are you still holding on to IT?
The reason is simply for financial stability. I am trying to build a brand and I am sure you know that it doesn’t come easy. I need funds to run this business, and since I have this opportunity and luxury, I need to utilize it. I haven’t touched any bank loan yet because I haven’t seen any reason for it, not even with the ridiculous interest rates. So basically I pull funds from my employment into this business.
How lucrative is Make-Up artistry in Nigeria?
Nigeria is one part of the world where make-up artistry is quite lucrative. You know in Nigeria we like fashion and we like parties. And an average Nigerian lady is beauty conscious and wants to look good always. Not a few Nigerians are ready to compromise on their looks and that is perhaps part of the reasons why every young lady feels like “let me go and get one-month training” and thereafter pick up my box and start doing stuff because they believe we are in a society where it is trending.
What does it take to be a very good make-up artist?
I think make-up is art, and art is life. To be a good make-up artist is not something that should be driven by the desire to make money. It has to be something that comes from within, you must be a lover of art, a lover of beauty and you must love fashion so that when you seek training, it is easier to assimilate the training and get the skills on than anything else. Also don’t stop at one training. This is something I noticed that is affecting a lot of colleagues out there. Because they have gotten training from some key persons or institutions, they believe they are already up there. They don’t bother to get additional training. This is part of the things that is standing Lumiere out. We are abreast with trends because the industry is dynamic and there is no end to creativity. So we never stop learning. I make sure I garner new skills every now and then both home and abroad.
Do you have social life at all considering your busy schedule?
I have one answer to that. The last party I went to I got there at about 7pm when it was almost ended. I barely had something to eat. But that is where passion comes in because I am busy weekends. I barely have a social life. At this stage, I am focusing on building the business and so all hands must be on deck.
As a child did you envisaged you were going to be an entrepreneur?
I initially saw myself as a “white collar” job person; be in office in my corporate wear. But as I grew up it began to change. I began to see that there’s more to life than just being in the corporate world where I have to wear my suits and shoes. I have worked in several places and I have tasted the corporate life. But I can tell you that nothing is as fulfilling as going in pursuit of your passion. There is this peace that comes with it. I wake up every morning, after my prayers, the first that that comes to my mind is Lumiere- “what’s going to happen today?” “What booking do we have?” “My staff, what’s going on with them”. Even though it can be stressful, there is this peace that comes with it.
If you weren’t doing this and your IT, what else would you be doing?
Maybe cooking because that is another thing that comes to me naturally that I enjoy doing.
What are the challenges in this business because it couldn’t have been all rosy?
It is quite challenging. One, for those of us that run outfits, staffing is a challenge. There are lot of people who claim to have gone for trainings, when you employ them, you find out that they are just substandard. Now when you put value in them over a period, say 12 months, they feel “now I know it all, I can compete with my boss” and they pick up their make-up kits and you loose them, with all the value you put in them. Secondly, even when they don’t leave abruptly, you have some clients who come, get intimate with your staff to enjoy the service, whilst short paying them. Also you have some customers with low integrity. I had a situation where my customers that want to start their own studio would come and cajole my staff to come and work for them. So when you look at it, this lady has put value in this people and you are taking them off. Then what happens to the business? Another challenge is power for those of us that run outfits. Make-up works hand in hand with good ventilation and a chilled environment. You can’t be making someone up in an environment that is stuffy. I don’t care the quality of your cosmetics, it will mess it up. Often there is no light and you need to power the generator with either petrol or diesel, and most times this generator runs the whole day because your AC has to be on. This eats into the company’s bottom-line. Also capital to run the business is another major challenge. Yes, we have people who just pick-up their boxes and do whatever they like, but we still have people who know their onions; that are good at what they do, but they don’t have the money to invest in it. And trust me; the cosmetic line is not cheap. You could buy products worth N200, 000 and they won’t fill a small plastic bag, they won’t go half way in the bag. So it is capital intensive. These are some of the challenges.
Do you think the industry is saturated?
I wouldn’t want to use the world saturated, but I think it is pretty congested. Everybody is a make-up artist. Every single girl out there is a make-up artist. I have people come here for a make-up session and you tell them the cost and they say “I am a make-up artist too o, it is just that I don’t have time”. Even the old mummies and grannies, they tell you that they are make-up artists. So the industry is congested with most of them being half baked.
No regulation in the industry?
I am glad that some few senior colleagues in the industry have come together to set up a guild that is like a regulatory body. I was at the first meeting we had. It was something that was thrown open to all make-up artists to come on board so as to know everyone in the industry and to create a kind of data base. I believe they are still working to make sure that the industry is regulated. I am pretty sure that very soon, we will come up with something good to regulate the industry.
How do you handle difficult customers?
I stick to my standards. Often I don’t compromise. The thing is that a lot would come, but the ones that value your standard would stay. Remember quality attracts.
How do you think the government can help entrepreneurs?
The government should set up a scheme to encourage entrepreneurship. For example, they should encourage some soft business loans with attractive interest rates and provide a flexible repayment plan that would not choke entrepreneurs so that they can grow. The previous government did something in that direction with “You Win” programme where they gave some young entrepreneurs loans and grants after reviewing their business plans. I really don’t know the details but it was a good programme that needs to be sustained.
If you have N10million, what would you do?
The first thing I would do is to have my product lines. I think that is the next level for me. We have loads of beauty products that we import that are not really for the African market. I will like to come up with my own product lines with the skin of the African woman in mind. You see a lot of people don’t have the right information, so when they come, we try to educate them. People believe everything foreign is the best. Mind you, not that the foreign products don’t work, but they work better in cold environments and the makers had that in mind. So I intend to get products that go with our humid environment for our ladies.
What is the future for Lumiere say next 5 to 10 years?
I trust God that in about 5 to 10 years, Lumiere will be a sort after make-up outfit in Nigeria and even beyond the shores of Nigeria. I trust God that we will be a house-hold name for every party goer out there. We look forward to more outlets beyond the two that we currently have. As a matter of fact, our vision is for 5 outlets in 10 years. Our presence will be all over the country so that we can easily be reached and render our outstanding quality services to those that want them.
What’s your advice to so many people who want to go into this your line of business?
I think they should take their time and not be in a hurry. They should take their time and enjoy the growth process. They should pay their dues because the big names they hear and see today paid their dues. Unfortunately we are in a dispensation where a lot of greedy young girls, some of them are not educated; some of them are half educated, want to make money without minding if they are doing things the right way or not. I will appeal that they should take their time. I believe the gifts of a man, when worked upon will definitely pave way for him. Rather than be in a hurry to make money, work on your gifts on this field and groom yourself thoroughly, so when you go out there, you present quality rather than trash. They should think of starting small. I think it is sweeter to watch yourself grow than to start with all the moneys in the world and in a very short time, you just fizzle out.
Arinze Okamelu
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