Gem, a graduate of Fashion Design and Clothing Technology, offers something healthy, although a little expensive in snack and juice industry
By Eberechi Obinagwam
‘Na who give up lose,’ is the motto that keeps Kogi-born and Lagos-based entrepreneur, Gem Ayela-Uwangue going.
Gem dived into an industry that seemed already dominated and saturated with different products – the fast foods and drinks industry. But many of these products although cheaper, are mostly unhealthy. Gem exploited the gap to offer something healthy, although a little expensive than the regular junks around. And with consistency, she founded Zuki Bites where she is the chief executive officer.
How it all started
Gem grew up with a passion for cooking. As the first child in the family, the kitchen soon became her department as her mum entrusted her with food preparations for the household. “I derived passion in cooking and creating new dishes. The interesting part was that my parents encouraged me with love, even if the food wasn’t perfect.”
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Gem later found love in baking when she participated in a church empowerment program in 2015.
Her interest in baking was so strong that she had to enroll in an advanced class to brush up her skills, while at the same time also learning how to make healthy fruit juice and other drinks.
This Auchi Polytechnic graduate of Fashion Design and Clothing Technology decided to start her juice and confectionary products in 2019 while staying in the Jaji Military Barracks in Kaduna State.
In 2022, she relocated to Lagos to continue with the business of cold-pressed juice, Tigger milk, fruity zobo drinks, pastries, banana bread, loaf cakes, and food trays.
Sourcing capital
Gem said she funded her business with the help of her parents, “Seriously speaking, thank God for the kind of parents I have. My dad was of great help while I was growing up. There were many times I would want to practice a recipe or buy equipment and run to him.” The enormous financial support she received from her parents provided her adequate take-off for the challenges ahead.
Market penetration
Getting attention and appreciation for her endeavour did not come easy. For one, the market was already, relatively saturated. She was also coming with products that were slightly different from the regular brand. It required persistence and perseverance to be able to cut her chunk of the market.
The young CEO recalls that penetrating the market with her products was a struggle and still remains so, “It was and still is a struggle as I mostly do healthy drinks and people prefer fizzy drinks. And to tell you the truth, healthy drinks are not cheap but my joy is that whenever I preach about my products and they know the benefits they come back for more,” she said.
Gem said she got inspiration to push on from the positive reviews she regularly gets from clients who taste her products and return positive feedback.
She added: “There are times I feel like I am not pushing my brand enough, but I have a motto: ‘Na who give up lose,’ so it keeps me on the track. I am passionate about my business.”
Unexpected glitch
After her products started gaining traction among consumers, an unexpected problem surfaced that halted her business for weeks. Her juice extractor got bad, and the time to fix it dragged endlessly.
The timing of the problem was inauspicious as it was the same time a lot of orders were coming from customers. She had to pull funds together to buy a new one. It was a devastating experience which she is happy to overcome.
Nigeria’s challenges
Gem said there are no grants for business owners in Nigeria which is a major challenge for businesses.
Also, she said electricity poses another challenge for her as a healthy drink vendor. “There are times my products will go bad because there is no constant light or I would have to run my generator for days just to keep my products frozen. It is a challenge for me,” she said.
Japa?
Gem said she is not following the trend of Japa, saying she loves and still believes in her country and that things will get better one day.
“I love Nigeria and I still have hope that one day Nigeria will be better. It is tempting sometimes as a business owner because I know that my craft will be more appreciated and valued overseas but I believe my business can still be great in Nigeria,” she said.