Anna Awoliyi grew up around FESTAC town in Lagos, attended Federal Government Girls College, Shagamu before proceeding to East London in the UK where she obtained a degree in biochemistry and a master’s in project management. The CEO/Director of Cocoa Africk, a lifestyle company she founded, spoke with Assistant Life Editor, TERH AGBEDEH, in this interview on one of her visits to Nigeria.
Why perfumes?
That is one thing people remember when they meet you, and you should leave a smell lingering with them when you have left. And you realise that people just believe that looking good is everything. But smelling good also adds to everything; it just finishes the package. I walk past a lot of Nigerians, and they don’t leave a good smell. It is just weird, yet people say ‘it’s not my thing’.
We have got to change the culture; so we smell good and look good.
But it would seem that Nigerians are fashionable people who use perfumes.
It is quite interesting to hear that, especially men, and you are looking for someone beautiful to talk to you, but you don’t smell good. That might be the thing that put her off. Nigerians are not really into that culture yet, but I think we are getting there. It might be a certain class of people, but I think everyone should be able to smell nice within their means, create that urgency that I need to stand out and not only looking but also smelling nice.
Why is your company called Cocoa Africk?
Cocoa is one of the great plants that we use for chocolate and it so beautiful everyone loves it. Africk is just for Africa, so it is something beautiful for Africa.
Are your products and the ones to come for Africans alone?
It is an international brand, but I am focusing mainly on Africa, especially Nigeria, because I am Nigerian and I am proud to be Nigerian. It is for the Nigerian community at most, but then it is for everybody else. We are not segregating, but it is for Nigerians first and foremost.
Why did you go into perfume business?
One, I want to be an employer of labour. I think that is very important. As you can see, I have got like four girls here, but in all, I employed nine girls. That is creating employment. They are all from the university and we know that university girls need extra work to support them. So I think it is quite good to be able to actually be an employer because you are creating wealth for your country, stability for some people, and not only people but for their families as well. So I think it is quite an important thing to do.
What were you doing before it started and when did it start?
I have been in the process for five years. We had registered the company five years ago (for you to know the challenges that people meet when they are doing something). So, actually, this was birthed many years ago, but it has taken so long just to get to where we are. That just shows that persistence is very important. To be somebody in life, one should persevere and just believe that they can do it, and it will happen.
Are you getting the reception you expect for your perfumes?
Absolutely, it has blown my mind. I am flabbergasted, and it just shows that Nigerians want luxury goods, Nigerians want something beautiful; we are not about whatever anymore. People think they can throw whatever to us; but we are after quality, class. That is what we are. Nigerians are peculiar people; we are known around the whole world. We know what is good for us and even people who haven’t travelled know what is good and we are bringing what is good to Nigerians. I think that is most important. Let us put our efforts into making Nigeria even better than what it is. Little drops make a mighty ocean.
What has been most challenging for you in your journey to set up Cocoa Africk?
Finance has to be the most important. If you are looking at a business, one of the most important things is money, your capital. You need a running cost. It is very important because we are trying to make money, but money is being spent as well. So I think the challenges in anything we do, money seems to top the list.
So what would make someone take ‘London For Men’ over any other perfume in the market?
One, it has got a NAFDAC (National Agency for Food and Drug Administration and Control) number, which took ages to get, really difficult to get. And a lot of perfumes don’t have one. Then there is safety. A lot of people might have asthma, and giving them things that have got chemicals that are not meant for human consumption is not healthy. So you are secure that it is actually a safe product. And most importantly, it lasts long on you. A lot of people have actually had positive response on the fragrance, so I am pleased with it.
What would you tell a young person who wants to start a business?
First of all, write down your ideas. Whatever you do, write it down, believe it is going to happen, and confess it every day to yourself. Even look in the mirror and just say, ‘how would I respond to people when they ask me questions?’ Be polite to yourself. I think that might be good. Every year, keep reminding yourself of your dream. And one day it will come true. Just keep going and believing in yourself.
Where do you produce the perfumes?
It is out of the country. But in the near future, we are looking at getting a factory in Nigeria because that would create employment for local people that are chemistry students. I am a biochemist and I got project management as master’s. But it is an industry that will employ people from various disciplines. I think it will be good to take them even before they graduate. So, that is the thing that we are going to be looking into and we are working on right now.
How soon are we going to see the other products you listed on your website?
From next year, about January, we are going to be getting make-up. Getting a NAFDAC number is a tedious thing, so the make-up may take some time. But it will come out. However, handbags and sunglasses that will be quicker are starting soon.
Where exactly are you producing the stuff?
We are going to be producing in France, China and Italy. Italy is good in handbags. We get quality in Italy. There are some things that are contraband, so we might have to come local.
Other brands have ambassadors; are you looking at doing that?
Eventually it will happen. We want the right people, so we are going to see what their profile is, so other younger entrepreneurs and people that are aspiring can look up to them. That is in the process at the moment.
Where can one get your product in Nigeria?
It will be at local shops, at chemist’s shops. We will list our distributors on our website.
You studied chemistry and are actually doing something that you ought to be doing…
Yes, in a way, but I work in a hospital in London.
So, Cocoa Africk is part-time?
This is part-time. Part-time turned full-time, but I still actively work.
What do you do in the hospital?
I work for the NHS (National Health Service) in anaesthetics.
What is the relationship between is anaesthetics and perfumes?
I would say that everything is related to people. Even at work, people say, ‘you smell so nice’. And it gives you a mode of conversation. So people want to remember you. Having the impression that someone smells lovely, I think, is very important. And seeing people happy makes me happy too. If you put someone under anaesthetics, you don’t want to be leaning over them if you don’t smell good.
Is that where the inspiration to go into perfumes came from?
No, I am just saying it links in a way.
Do you use your own perfume?
Absolutely, I have to.