Discover how Hyelhirra Samaila Malgwi, juggling studies and startup life, transformed her passion into a thriving fashion brand.
At just 21 years old, Hyelhirra Samaila Malgwi isn’t your average university student. While diligently pursuing her degree in Anatomy at Ahmadu Bello University Zaria, she’s also the CEO of a thriving fashion company based primarily in Lagos, Hera’s Closet!
Over a two-part exclusive, we’ll explore her journey of balancing human anatomy and entrepreneurship and her success in using social media, notably the ever-evolving X (formerly Twitter), to build a loyal customer base.
In this issue:
- 💡How Hera’s Closet was born and the unique brand identity that sets Hera’s Closet apart in the competitive fashion market
- 📈Her insights on identifying market needs and the art of time management.
- 🎒🧑💼How does she manage to excel both in her studies and business? The answers may surprise you.
- 🧖🗣️The importance of self-care and effective communication within her team.
- And, of course, you’ll learn about a customer-centric approach that goes the extra mile.
What Sparked the Idea for Hera’s Closet?
When asked about the inspiration behind Hera’s Closet and what led her to start a fashion business at 18, Samaila shared an intriguing story. Contrary to what one might think, she didn’t wake up one day with a grand plan to revolutionize the fashion industry. The idea came to her during the COVID-19 pandemic when she was idle and tired of relying on her parents for money.
“I realized I was interested in fashion and good at it. I wanted to try my hand at business because I like to explore different opportunities,” Hirra explained.
With access to a supplier, she took the plunge and started her business without initially having a name for it.
Why Women’s Clothing?
Delving deeper into her choice of focusing on women’s clothing, Samaila admitted that it started out of convenience.
“I was more familiar with women’s fashion. This is an area I know well.”
Hyelhirra Samaila
While she does have plans for a men’s clothing line in the future, her first attempt didn’t meet her standards, so she’s taking the time to learn more about male fashion before relaunching.
Identifying a Market Need
Although convenience played a role in her initial focus on women’s fashion, Samaila also recognized the importance of addressing a fundamental need. “Clothing is a necessity, so I decided to focus on fashion,” she said. She believes that if you’re running a business, especially one that deals directly with people, you should try to handle an essential aspect of their lives. Typically, that’s housing, feeding, and clothing, so you can see where her inspiration stems from.
Mastering the Art of Time Management: Balancing Studies and Business
Balancing the demands of university studies with running a successful business is no small feat, but Hyelhirra Samaila has managed to do just that. In a recent interview, she highlighted her approach to juggling priorities and excelling in both areas.
The Early Challenges
“When I first started, it was exceptionally hard because I was doing everything alone”
She found herself overwhelmed trying to balance her studies, business, and some volunteer work. However, as her business grew, she learned the importance of delegation. “It has eased off a bit now that I have staff, and I’m learning to delegate tasks to them,” she said.
The Importance of Delegation
Delegation has been a game-changer for Samaila. She emphasized the value of learning the art of not overcommitting and being cautious about taking on more than she can handle. “Most of the time, delegating tasks is what helps me manage everything,” she explained.
The Role of Workshops and Opportunities
In addition to her studies and running Hera’s Closet, Samaila has also conducted workshops for different startups and business groups. While these opportunities sometimes require her to step away from her business, she sees them as beneficial for its growth. “These workshops are also business-related, so they help my business grow,” she noted.
Setting Boundaries and Knowing Limits
Despite her busy schedule, Samaila recognizes the importance of setting boundaries and knowing her limits. “While I do work late sometimes, I try to avoid it,” she said. She recalled times when she worked from 6 a.m. to 1 a.m., which she acknowledges is not ideal. “I believe it’s essential to know your limits,” she added.
Prioritizing Quality Over Quantity
One of Samaila’s guiding principles is prioritizing quality over quantity. During busy periods when Hera’s Closet can’t handle many orders, she prefers to close the business temporarily rather than deliver subpar service. “I’d rather forgo potential earnings than not give my customers 100%,” she stated firmly.
The Importance of Self-Care
Managing the demands of being a CEO and a student and maintaining a personal life is no small task. It’s a challenge that Hyelhirra Samaila understands all too well. She shared her insights on how she manages to maintain a balanced life amidst her busy schedule.
The Role of Self-Care
“One of the biggest challenges people face is committing to a career or business and still having time for what really matters,” Samaila acknowledged. For her, the key to maintaining this balance is prioritizing self-care. “I always prioritize self-care,” she emphasized. She makes it a point to take breaks and rest when needed, even informing her staff when she needs time off.
Learning from Experience
Having experienced burnout several times, Hyelhirra understands the importance of rest all too well. “In fact, my father once threatened to make me stop my business if I continued to break down,” she revealed. This experience served as a wake-up call for her, reinforcing the importance of listening to her body and taking breaks when necessary.
Effective Communication with the Team
Communication plays a crucial role in Hyelhirra’s approach to balancing her responsibilities. She maintains open lines of communication with her team and lets them know when she needs a break or is unavailable. “Sometimes, I’ve even arranged with them to take a day off when I feel overwhelmed, and that’s completely fine,” she said.
Prioritizing Rest for Optimal Performance
Hyelhirra Samaila firmly believes that prioritizing rest is essential for optimal performance. “I believe that when people are well-rested and focused, they can give their work 100%,” she stated. She encourages others to prioritize their rest time, emphasizing that it benefits their well-being and enables them to perform better in their professional and academic pursuits.
Crafting a Unique Brand Identity: What Sets Hera’s Closet Apart
In a highly competitive fashion market, standing out is no easy feat. However, Hyelhirra has created a distinctive brand identity that resonates with her customers. Here’s what makes Hera’s Closet unique: how she prioritizes customer satisfaction to set her brand apart.
Customer-Centric Approach
“When it comes to building the brand identity for Hera’s Closet, the customer is always number one”
She takes a personalized approach to customer service, tailoring her interactions based on each customer’s vibe and preferences.
“If they’re peppy and chatty, that’s the tone I use to respond to them,” she explained.
This tailored approach helps customers feel comfortable and valued, knowing they’re not talking to a robot.
Going the Extra Mile
Hyelhirra believes in going above and beyond to ensure customer satisfaction. “Sometimes we go out of our way to ensure the customer feels comfortable,” she said. She shared an example of a customer who wanted to add a mentholated back rub to his girlfriend’s clothing package while he was out of the country. Despite the inconvenience, Hera’s Closet sent a staff member to the pharmacy to fulfill the request at no extra charge. “Going the extra mile like that makes customers want to return,” she added.
The Importance of Quality and Service
For Hyelhirra Samaila, providing quality products and excellent service are non-negotiable. “Customers work hard for their money, so they should get value for it,” she stated. She believes that delivering both quality and good service is essential for customer retention. “You can’t deliver subpar products with great service and expect customers to return,” she pointed out.
Leveraging Social Media Effectively
In addition to quality and service, Samaila acknowledges the power of social media as a tool for brand promotion. “Social media is a great tool, especially when used effectively,” she said. She understands the importance of engaging with her audience online and using social media platforms to showcase Hera’s Closet’s unique offerings and customer-centric approach.
Mastering Social Media Marketing: Building Brand Awareness Through Twitter
Social media marketing has unique challenges, particularly on platforms like X (formerly Twitter). However, Hirra has managed to leverage Twitter effectively to build brand awareness and attract customers. She shared her strategies for making social media marketing work for her business.
Identifying Strengths and Delegating Responsibilities
Samaila believes in focusing on her strengths and delegating responsibilities accordingly. “I’m good with Twitter, but I don’t know much about Instagram. I have someone dedicated to Instagram, and I don’t interfere with that,” she explained.
By focusing on Twitter herself, she can craft a strategy tailored to the platform’s unique characteristics.
Engaging with Influencers
One of Hyelhirra Samaila’s key strategies for successful Twitter marketing is targeting influential individuals on the platform. “Twitter is a platform for conversations and trends. You need to give people something to talk about. If influential people on Twitter like your content, others are likely to follow suit,” she said. She likens this approach to a pyramid scheme, but with marketing, you market to people who have influence, and they, in turn, influence others to sell you.
Knowing Your Target Market
Understanding her target market is another crucial aspect of Samaila’s Twitter marketing strategy. “I know my target market, and I’m focused on optimizing it rather than expanding it,” she stated. She targets individuals aged 16 to 45, recognizing that not all marketing strategies will work for everyone. “I won’t try to sell to a 55-year-old woman. I focus on targeting those within the 16 to 45 age range,” she added.
The Power of Word-of-Mouth Marketing
Samaila emphasized the importance of word-of-mouth marketing in building brand awareness. “Many people come and say, ‘This person recommended me to you,’ and that’s how it works,” she said. By delivering quality products and excellent service, she encourages her satisfied customers to recommend Hera’s Closet to others, further expanding her reach on Twitter.
In A Nutshell…
As we wrap up this first part of our series, Hyelhirra Samaila Malgwi’s journey proves what can be achieved with passion, determination, and a well-balanced approach to life’s challenges.
Here are some actionable tips and insights we’ve gleaned from Hyelhirra’s story:
- Follow Your Passion: Don’t wait for the perfect moment to start. Hyelhirra discovered her interest in fashion during the COVID-19 pandemic and acted on it.
- Identify Market Needs: Focus on addressing essential aspects of people’s lives. Hyelhirra chose clothing, a necessity, as the foundation of her business.
- Master Time Management: Balancing studies and business requires prioritization and delegation. Learn to delegate tasks effectively to manage multiple responsibilities.
- Prioritize Self-Care: Burnout is real. Listen to your body, take breaks when needed, and make self-care a non-negotiable part of your routine.
- Deliver Quality and Excellent Service: Prioritize customer satisfaction by going the extra mile. Quality products and exceptional service are key to building a loyal customer base.
- Leverage Social Media: Understand your strengths and target audience. Engage with influencers and focus on platforms where your audience spends their time.
- Word-of-Mouth Marketing: Satisfied customers can be your best advocates. Provide value, and let your products and services speak for themselves.
Stay tuned for the second part of our series, where we’ll delve deeper into strategies from Hyelhirra Samaila for leveraging social media, building brand awareness on platforms like X (formerly Twitter), and more. You won’t want to miss the valuable insights and lessons that await.
The SimplVest Team 🚀
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