From Bridal Bliss to Corporate Conquests: The Inspiring Journey of Zahar Beige Events
In this issue, we hear from Abimbola Olamijulo, an event producer and foremost bridal care specialist at Zahar Beige Events.
In this issue, we hear from Abimbola Olamijulo, an event producer and foremost bridal care specialist at Zahar Beige Events. She shares some decade-long insights on how she was able to move beyond identifying business opportunities around her, validate them, and scale them into a thriving business.
Can you describe your initial business idea and what sparked it?
My name is Abimbola Olamijulo. I’m an event producer and foremost bridal care specialist at Zahar Beige Events. I focus on providing seamless wedding and event experiences from concept to execution. I love sharing my knowledge with fellow entrepreneurs and professionals in the event industry, covering topics like business structure, ethics, emotional intelligence, and wedding and event planning. I’m also a seasoned speaker.
I started in events in 2008, initially just small university gatherings, graduation parties, and office events. As an HR manager, I often took on the responsibility of planning and managing some corporate events. When I returned to Lagos, Nigeria, in 2013, I noticed the market was saturated. I realized I needed to offer something different from typical wedding and event planning. This idea to fully venture into the event industry evolved into what became Zahar Beige Events, in 2019.
Initially, I saw a gap in the market where the bride and groom were often neglected during their big day. At a wedding, I noticed the bride spilt wine on her dress, and no one noticed. I stepped in to be of assistance to her, and that sparked the idea for bridal care, a foremost service.
Recognizing the importance of emotional intelligence, I took courses to better handle the different emotional needs of brides, grooms, hosts and celebrants. For instance, I once had to comfort a groom who was more expressive and emotional, especially in the part of the world where men were raised to always be men and not express their emotions. They are humans after all and they should be expressive. This further solidified my belief in providing personalized care.
What were the first steps you took to validate your idea as a viable business opportunity?
First, I differentiated our services from the usual bridal assistance, which was often seen as an errand service. We wanted to present ourselves as professionals, so our team always present themselves well and looks like part of the client's family. We focused on making a professional impression.
We sent emails to over 75 event companies to pitch our bridal care services, but none responded. Undeterred, we continued to refine our services, confident that our unique offering would eventually attract attention. We also introduced health checks, like monitoring blood pressure, to show our commitment to comprehensive care as we understand that anxiety sometimes occurs on people's big days and milestone celebrations.
How did you conduct market research to understand the demand for your services?
I knew there was a demand, but the challenge was communicating the value of our services. Many people rely on family members to handle certain tasks during weddings, but these family members often want to enjoy the event too. Our service allows guests to relax and enjoy their events without worrying about duties.
I attended numerous weddings and spoke with several event planners to understand how they managed their clients. We offer packages that cover everything from managing itineraries to ensuring clients aren't overwhelmed. Our research showed that many clients, especially those working 9-to-5 jobs or living abroad, needed this kind of intentional support.
What were some of the biggest challenges you faced in the early stages?
One major challenge was overcoming my perfectionism. Starting a business involves a lot of preparation, from registering the name to setting up our online presence. Another challenge was getting the market to accept and understand the bridal care service. We started with bridal care, bridal shopping, and wedding planning. Slowly, we expanded into other areas like funerals and corporate events.
How has being part of the CLSME community helped you validate your business?
Joining the CLSME community in 2022 was another milestone for our brand. It all started when I attended one of their events. I was immediately inspired by the level of organization and the quality of exhibitors present. The event showcased a diverse range of entrepreneurs and businesses across several industries, which was both impressive and motivating as I was used to being within the hospitality and event space.
After the event, I approached the convener, Akintujoye Ayo-Bankole, and expressed my interest in planning future events. My offer to volunteer led to an incredible opportunity: planning the next CLSME boot camp. This was significant for a few reasons. Firstly, it was our first major corporate event. Transitioning from primarily wedding and bridal care services to corporate event planning required meticulous attention to detail and coordination with numerous stakeholders.
Successfully executing the CLSME boot camp had immediate positive effects. Not only did it validate our ability to handle large-scale corporate events, but it also brought us new clients. The exposure and networking opportunities were immense. A friend of Ayo-Bankole, impressed by the event's execution, reached out to us to plan another corporate event. This kind of word-of-mouth recommendation was invaluable.
Being part of the CLSME community also provided a broader perspective. The community comprises entrepreneurs from various industries, which enriched our understanding of different business dynamics. It helped us think more like there's no box and apply diverse strategies to our business model.
What were some key factors in scaling your initial idea into a thriving business?
One key factor was our decision to incorporate funeral and corporate event planning into our services. We approached each type of event with the same attention to detail and thoughtfulness that defined our bridal care services. For example, we manage all aspects of funeral planning, ensuring everything is done properly and respectfully.
What advice would you give others looking to turn their business idea into reality?
Be mentally and emotionally prepared. Take courses on emotional intelligence and business ethics. Understanding these aspects is crucial for running a reputable business. Stay updated, keep learning, and be ready to start. Know your why. Also, be intentional about your actions and deliver excellence consistently.
Looking back, what do you see as the most vital factor in going from an idea to a thriving business?
Being discerning and intentional about every step. We understand that our business is not called to serve everyone, so we carefully choose the jobs and projects we take on. It's also essential to listen and be attentive to clients' needs. Our intentionality, commitment to excellence and professionalism has been key to our success.
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Regards,
Ayo Bankole Akintujoye
Convener & Co-Founder