By Esther Onyegbula
UK-based Nigerian Beauty Entrepreneur Rita Edoyemwen Ogiamien Egbon is the CEO of Squares Beauty and Accessories located in London, UK. In 2004 she traveled to the UK where she obtained her National BTEC Diploma in Health and Social Care from Southwark College Bermondsey, London.
Subsequently, she also obtained a Graduate Certificate in Physiology and an Honors BA in Educational Studies at the University of East London. With an insatiable quest for knowledge and lifelong learning, Rita took her further to the London School of Academics where she obtained her Masters in Religious Studies.
Recently she was recognized by the Edo Festival and Awards in the UK for her immense contribution to the Edo community in the UK. In this interview, she shares her journey as a beauty entrepreneur in the UK, meeting the beauty needs of Africans, especially Nigerians. Enjoy!
Did you work in the corporate sector before your transition to the beauty world?
I work in different sectors such as Boots in Whitechapel London, UK. Boots deals with pharmacy, health and beauty. I also work in a Savers store in the UK. Savers shop deals with health, beauty and household.
How would you describe the experience you have gained working in the corporate sector?
My first experience in business was very valuable. It has strengthened my ability to deal with people of different diversity and ethnicity here in the UK. I acquired the ability to work in a team, to work unsupervised and also to be time conscious. The British are very time-conscious people, they respect time. The experience I gained while working not only boosted my self-confidence, but also inspired me to create Square Beauty and Accessories.
What do you hope to accomplish in clear terms with the introduction of your beauty products?
I intend to become one of the best brands in the beauty industry in the UK and around the world.
What is the creative force behind your organization?
The creative force behind this organization is my passion. I am passionate about the idea of making people smile, making them beautiful and happy. It’s not just a business for me; I am passionate and determined to provide quality service to my clients.
What are the major challenges that you encountered as an entrepreneur, how did you overcome them?
As an entrepreneur, we face different challenges every day. The challenges come in different forms; competitors, staff, customers, thieves and many more. However, we have been able to deal effectively with issues whenever they arise. Each member of staff listens to customers and pays attention to every detail. We ensure that staff members are courteous, patient and able to communicate effectively with customers. Personally, I see each challenge as an opportunity to improve and excel in myself.
What unique services does your outfit offer?
In addition to providing beauty related services, we offer quality beauty products suitable for different hair and skin types. We also make sure that guests are comfortable when entering the establishment.
How Social Media Has Helped Market Your establishment?
Social media has helped position our establishment in the market. I remember when the Black Lives Matter movement took place; he supported black owners and their businesses. Then one of my fans came to my store and made a live video on Facebook which also promoted my business.
Looking back, which event can you consider to be the major landmark for you?
The major event that I consider a landmark was the day we officially opened Squares Beauty Accessories in Grays Shopping Center in London. It was indeed a dream come true.
What is your vision of what an ideal society should be?
For me, an ideal society is a peaceful society, with a favorable environment that allows citizens to flourish positively. A society in which people can live safely.
What mistakes do women make in their entrepreneurial journey that take them off the radar?
Not having passion, not being passionate about whatever they choose to do is a huge mistake that most women make. Another is not knowing how to strike a balance between business and family.
If you could change one thing in life in general, what would it be?
If I had the power to change one thing in life, I will change poverty and death. These two have caused so much pain in the lives of many.
Recently you received an award, during the 10th edition of the Edo festival and awards organized by JJ Barry and his team, kindly shed light on the event?
The award was presented to me due to my contribution to the UK beauty industry by the Edo community at the 10th Edo Festival and Awards; which took place here in London. The Edo Festival and Awards recognize and celebrate the sons and daughters of Edo natives here in the UK.
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