A BEAUTY STORY

JAY„S TURF

he’s a Psychology Degree Holder from Kenyatta University, Kenya.

She’s all things smart; Intelligent, modest, a go-getter and already curving a niche for herself. She’s passionate about her job, and in a class of her own.

Meet Joanne, the bubbly, young entrepreneur making it in the Nail business. She speaks to Wangari Gatonye on her passion for her business.

Tell us about your business.

I run a nail art business where I use art to make clients„ nails attractive.

Most young people prefer white collar jobs to entrepreneurship soon after graduation. What made you want to venture into business?

Ever since I was a kid, I have always wanted to have my own beauty brand. Nails, jewelry, makeup…all of it!!

I always admired other people with their brands and when the time came for me, one day, I just thought tomyself, ―Whynot start it?

Challenges?

Yes, a lot actually.

The crème de la crème is my social life and hangs by the thread.

Building a business takes time hence I have little time to get out there, know people and basically have fun. (laughs) Then there„s the part where people end up misunderstanding you…a lot…but it„s worth it. I just try to balance it all out. Its challenging.

Also there„s constant criticism from.. ummm, everyone! Everyone has an opinion at the end of the day so I just try to take what I can and leave therest.

I can say that business if brutal. It„s a constant road of high and low seasons and you can„t afford to crumble if you want good results.

How do you marketyourself?

Any way I can really.  I wear myproducts.  I post them on social media  Friends and family.  Partnerships with other brands orartistes,

Literally any way I can to get my brand out there.

What’s the effect of social media on your business?

Social media plays a big role when it comes to marketing and networking. My work gets out there more when its up on the media.

I also get most of my ideas on social media…nail art, new products, etc.

Since social media is a constantly updated tool, it keeps me on toes and frankly its fun to learn what other people have to share out there. It keeps me open minded too.

As a result, my business has grown in quite a short time and is still growing. I get constructive criticism from social media too.

What do you love about social media in relation to your line of business.?

The fact that I get to share my craft with other people and get to experience theirs in return. This is motivating.

How do you keep up to date with trending nail art

Social media mostly.

I find creative moments can also come randomly.

I would see a person wearing an interesting nail art, and I would ask to look. Mostly though, I rely on social media a lot because of diversity and quality of content. I usually don„t miss to see something new every day.

Advice to other young female start ups?

Believe in the work of your hands. Nobody can or will ever be able to do it better than you can.

Who’s your role model

That would be mymom! Everything I am is because she believed in me first and never stopped. I will always be indebted to her for that.

What makes you tick?

My passion for the craft. I honestly love what I do. I eat, dream, drink, sing nails. (chuckles)

There are days when the motivation lacks. But my obsession from my art gives me the psyche to keep moving.

My clients„ appreciation too comes in handy. A lot. Their gratitude keeps me excited and I definitely want to give more. I try not to take that for granted.

What’s next for Jay’s Turf

Am looking forward to growing this into a household, fun, beauty empire.

Fuyuka Matsuzaki, a Japanese, came to Kenya a year ago to change the traditional nail art designs by infusing technology. ―I visited several salons in Kenya and saw that many women took good care of their nails but unfortunately most manicurists are just able to do simple patterns. I thought I can bring a new technology to help change the beauty industry,‖ she says. She added pictures in the nail art market, where a photo of your husband or daughter is imprinted on your nail. This technology is the first of its kind in Africa with the nail-printing machines only available in China, Japan, USA and Europe. Ms Matsuzaki says beauty is a way of self-actualisation. ―In Japan, we say beauty comes from the hands, and this is because we do a lot of things using our hands, you great people and immediately someone is drawn to your hands, so why not make them look good. It is also a way of starting a conversation,‖ she says.

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