With an extensive
background in recruiting, training, and human capital management, and
propelled by the vision of creating an indigenous, world-class brand,
Joycee Awojodu founded the ORÍKÌ, group. She talks about how she started
the ORÍKÌ luxury grooming brand, the rise of African entrepreneurs and
why it’s important to create a niche. Be inspired!
You are the MD/CEO of the ORIKI Group; tell us a little bit about yourself Joycee?
I
founded the concept and idea of ORÍKÌ group a few years ago while
coupling my increasing interest in the abundance of untapped natural and
human resources on the Continent, my love for entrepreneurship and my
passion to make an impact. I am an economist by degree and also studied
business management so it was inevitable that I would end up building a
business though I spent the past nine years working in the power sector
in New York and Abuja. I most recently worked as the Technical Assistant
on Research, Analysis and Informatics (Performance Monitoring) to the
Honourable Minister of Power and besides ORÍKÌ, I am a Managing Partner
for PowerCareers – A leading recruiting & training solution
for the colossal human capacity gap in Nigeria’s energy sector. I am a
World Economic Forum Global Shaper, a nominee of The Future Awards Prize
in Public Service, 2013, selected into the African Leadership Network,
and a Tony Elumelu Entrepreneurship Program Fellow.
Fantastic! Now, to your company, what exactly is the business all about?
ORÍKÌ is a luxury personal grooming brand that fuses natural
ingredients & scientific research to create extraordinary personal
care products. We create effective and luxurious beauty and grooming
products utilizing raw materials and all natural resources discovered
around the world with 70% of our ingredients sourced from the Continent
of Africa. At the heart of the ORÍKÌ product range is botanically based,
scientifically certified potent natural ingredients with the right mix
of essential extracts, vitamins, minerals and proteins. The range of 32
products is for the ORÍKÌ woman and man and covers the full spectrum of
serums, moisturizers, body wash, exfoliants, cleansers, treatments,
masks and more. The ORÍKÌ Group headquarters is also home to the ORÍKÌ
Spa, Men’s Grooming Parlour and Halo Hair Clinic by ORÍKÌ.
What does ORIKI mean? And why did you choose that name in particular for your company?
I carefully considered a name that would best reflect the inspired
fusion of the brand, blending natural & organic ingredients &
scientific research to create extraordinary skin care, hair care and
body products that are superior.
The word ‘ORÍKÌ’ [Or.eek.e] has a rich ancient history in the Yoruba
language. Although the brand is not tribalist in any regard, I was keen
on having a brand name with African roots as I envisioned the ORÍKÌ
brand gaining market share with global reach. The literal translation is
“Your Crown/Your Origin” and an ORÍKÌ name is meant to inspire and bring out the best in an individual.
Just as ORÍKÌ is a cultural expression akin to the Continent of
Africa, ORÍKÌ is a gateway between the best of nature and knowledge and a
bridge from farm to factory and botany to beauty.
Similar to the complex, sumptuous history of ORÍKÌ and its meaning;
our formulas have been cultivated from a diverse portfolio of ancient
botanicals and modern technology.
We love our name, not only for its rich history, but also because
it’s simply beautiful, akin to our collection of natural and organic
personal grooming products.
How did you start out, and what were you doing before you chose to become an entrepreneur?
I have always been passionate about entrepreneurship; from a young
age I acquired the nickname Ms. CEO because of my interest to constantly
explore various opportunities and monetize them. Beyond that I am
convinced that one of the major contributors to propelling the growth of
Africa and narrating Africa’s success story is the rise of
entrepreneurs. Prior to focusing on the development of ORÍKÌ Group full
time, I was working in the public sector as power sector consultant on
the Honourable Minister of Power’s Team. As I mentioned earlier,
although I have always been an entrepreneur, my career was always in the
power sector leveraging my background in energy economics.
Was it easy? I mean, making the decision to become an entrepreneur?
I would answer that question in two parts – YES it was easy to decide
to build the ORÍKÌ brand full time because I strongly believe in
pursuing your passion and God-given destiny but deciding the perfect
timing was difficult for me. I spent a lot of time thinking about when
would be the ideal time to make the move and at the end of the day I
decided that the more that I stressed about the “right time,” the more I
would waste time in developing this dream of mine.
“Inspired by Nature. Crowned with Opulence” that’s the tagline for your business, how does this drive your vision?
Our tag line summarizes our philosophy and motto. We believe that our
customers deserve the best in a natural way. And we tailor our product
range and the ORÍKÌ experience to ensure that our customers look sharp
effortlessly in a speedy manner. We value easy, smart solutions from
head to toe and therefore we focus on natural, organic and effective
solutions.
How long have you been in business, and what have been some of your milestones and challenges?
Our doors officially opened in July 2015 but the creation of the
formulas for each and every ORÍKÌ product has been ongoing for over a
year. Before manufacturing batches of the product range, I created each
one by hand for testing. I am inspired by the ability to create and
carve a niche for myself as an entrepreneur but I am often disappointed
at the lack of resources available to assist new entrepreneurs. It would
behoove Nigerian entrepreneurs if there was a go-to guide created to
inform people who are starting out on the journey to know which agencies
to file taxes with, which banks are most beneficial for small &
medium sized businesses, various policies focused on doing business, the
export and import requirements are etc. While there are challenges,
they do not deter me or prevent my resolve to build ORÍKÌ.
Who are some of your role models in business?
I love reading case studies, I love reading about the journeys of
women who overcame all obstacles to actualize their dreams. Some stories
that have left a lasting impression on me are Mary Kay, Anita Roddick,
Founder of the Body Shop, Oprah and many more. I could talk about
inspiring role models all day.
Your products are made with organic and natural ingredients? How and where do your source for raw produce?
Yes, that is very important to the ORÍKÌ brand. Our products are free
of unnecessary additives, parabens and sulfates, created from scratch
in artisanal batches so we can closely monitor quality, we only utilize
Fairly Traded ingredients, our Ingredients come from all over the world
and we source approximately 70% of our ingredients from the Continent of
Africa.
Who is the quintessential ORIKI customer?
The ORÍKÌ Woman and Man is not defined by age neither is he/she
defined by her social status. They are defined by who they know they
are. They are principled, passionate and convicted. He or she is vibrant
and engaging and is particularly active in activities that give her a
platform to express her passion for life. He or she doesn’t need much
convincing when a product or new thing becomes a buzz although they may
frequently search for the advice or support of others. The ORÍKÌ
customer appreciates information and enjoys being educated about
benefits.
You recently opened a Spa in Victoria Island, Lagos. Tell us about that?
Yes the building of the ORÍKÌ group brand has been an exciting one.
The products were launched in July and within the Headquarters the Spa,
Men’s grooming parlour and Halo Hair Clinic will have a grand opening in
a few weeks. The ORÍKÌ Spa is an absolute sensory experience dedicated
to pampering both body and soul in the most natural way possible. We
offer an extensive array of Spa services to make your Spa experience
complete. The luxurious botanically-based formulas of eminence are used
exclusively for their potency and purity. Relax your mind, pamper your
body and indulge in the ORÍKÌ experience.
What is the ORÍKÌ Foundation about, and how does it impact the lives of men and women in the local communities?
At ORÍKÌ, we aspire to make a difference. Our success is the success
of every individual that touches the product across the value chain, and
this keeps us motivated. Income from fairly traded raw materials and
production of all natural products can provide a better life for
families. We are inspired by the life transforming potential of creating
an indigenous quality lifestyle brand. Through the ORÍKÌ Foundation, we
strive to expand the meaningful income of farmers we work with by
providing market routes for their products, keeping commercial value in
Africa, where it is often lost. ORÍKÌ has found a way to help women take
care of their families by providing economic empowerment through trade
and the creation of the carefully deliberated array of products that
harness the scientifically-proven power of nature.
Name 3 books you’ve read that you’d recommend?
Outliers by Malcolm Gladwell
The Tipping Point by Malcolm Gladwell
David and Goliath by Malcolm Gladwell
Can you tell that I love Malcolm Gladwell books? They leave you
wanting to learn more, and wanting to create things bigger than you.
It’s absolutely clear that you love his books! So how do you relax and let off steam?
Yes I do! Lol! Reading! I absolutely love reading. I find it to be a
chance to explore, acquire more knowledge and imagine. I either relax
with a good book or good company and I’m in paradise.
Words of advice for upcoming female entrepreneurs?
Pursue your passions with fervour and don’t let fear cripple you. The
power that propels you should be your dreams and not the fear of
failure or the obstacles ahead. You were destined for greatness, so
value yourself, invest in your life and actualize your dreams and never
ever forget that faith is key!
The Leading Ladies Africa Series is a weekly interview
series that focuses on women of African descent, showcases their
experiences across all socio-economic sectors, highlights their personal
and professional achievements and offers useful advice on how to make
life more satisfying for women.
It is an off-shoot of Leading Ladies Africa; an
initiative that seeks to effectively mentor and inspire women, with
particular emphasis on the African continent.
Do you know any woman of African descent doing phenomenal things? Send an email to lead@leadingladiesafrica.org and we just might feature her.
