Afripreneur
Ngozi Oyewole On Breaking The Bias
Ngozi Oyewole is the MD/CEO NOXIE Limited, a woman-owned hybrid business into manufacturing and supplies of complete office furniture. Ngozi speaks with Business Africa Online (BAO) on this year’s international women’s day theme: #BreakingTheBias. Excerpt.
“As an entrepreneur I am always happy to tell my story and the barriers I face every time, and how I overcome them. Like they say “Your story is your strength and be shameless about the hustle “. Office furniture manufacturing is expected to be a male dominated industry, but I thrive very well and pound the ground even harder than the men. What I face is a catch 22 situation sometimes, where some are biased against the display of feminine-stereotyped behaviors by entrepreneurs. And the implicit associations with the entrepreneur’s business competency like when they say don’t pitch like a girl.
All this is due to stereotypes based on gender role expectations. There are differences in what are considered acceptable behaviors for men and women. In my case a woman entrepreneur playing in the male dominated area, is considered overly assertive, viewed negatively, and experiences career backlash. Women entrepreneurs who disrupt gender norms by adopting masculine-stereotyped behaviors are likely to lose approval. And negatively perceived by others which then creates roadblocks for them, especially when seeking growth capital. Where the women suffer from investor perceptions as a female entrepreneur instead of looking into their preferences for the venture.
In the early stages of my entrepreneurial journey where I had to pitch for funds for my business. I was poorly served because I was perceived as inferior to men in terms of having the necessary abilities to lead a business. I was expected to display communal traits to fulfill my female gender role. As a nurturer which are in contrast to the leadership role’s requirement for agentic traits. I sat back and looked inwards, got myself well equipped to face the battle and realized that gender bias can not be killed by fire but by Knowledge.
I embarked on self development, got myself a coach, grew my confidence, expanded my knowledge, through networking. By joining social organizations increased my net worth and today here I am. I also realized on time that having it all and being the perfect woman is such a huge societal pressure on the woman. This is because everyone is watching and they all have an opinion. Between the pressure from the outside, the internal pressures, and the actual pressures of motherhood. We burn ourselves out over doing “all the things” and often forget to take care of ourselves. So I decided that my happiness, self care and mental health would have a place on my top priority list.”
Harris M was created by Congolese entrepreneur Harris Mayoukou, Harris M. is a young fashion and accessories brand inspired by the bustling streets of Château Rouge, a colourful district of Paris. This project is above all a family story that begins with a sewing machine belonging to the great uncles of the designer in Congo. A machine that was offered to his father in the 70s and that the latter offered him in turn at the launch of the brand. Moreover, she still uses it today in the production of pieces in her Parisian workshop.
Coming from a family of artists and talented couturiers, Harris was keen to carry on this family legacy through his brand Harris M. She makes it a point of honor to take only fabrics produced in Africa in order to support the crafts and printing works still present. The brand offers accessories and casual wear mixed clothing, comfortable and quality. The founder defines the brand in 3 words: KANDA which means family in lari. Because she wanted to perpetuate one of her father’s first jobs.
Harris took her first classes in a very small workshop in Montreuil in order to keep this practice in the family and keep this precious link. Then PASSION because all the pieces are made according to the desires and the favorites. Finally ETHICAL, because it tries to ensure that small craftsmen, whether they are in France or in Africa, continue to be paid at the right price
APINAPI is a social business focused on zero waste and symbolizes the meeting between France and Senegal. It all began in 2010, when Marina Gning and Jeanne-Aurélie Delaunay founded the company APINAPI in Paris, with the aim of democratizing washable diapers and natural baby products. After 10 years working in the cinema industry, they wanted to raise awareness about washable nappies and natural care products for babies.
During her travels in Senegal with her husband, Marina finds that the products she offers in France are perfectly suited for Senegal. Indeed, she sees how plastic waste litters the streets of the country, especially disposable diapers. These, which were a few years ago a “luxury product”, have become very accessible with the arrival of low-end brands.
These layers, of poor quality, give irritation and are not reliable. The family budget is reduced and women with low incomes use a single diaper for their baby all day! By offering washable diapers to her sister-in-law in Dakar, Marina sees how much easier her life is: less redness, less expense, less waste. In addition, the diapers were a great success with the friends of the young mother.
The trigger is born from there. What if these washable diapers were the solution? In 2015, she got fully into the project with her partner, her husband and Marianne Varale. The team was born, and in 2016 Marina and her husband decided to sell their apartment in France to settle in Senegal and launch ApiAfrique.
Today, ApiAfrique is a Senegalese social enterprise, which offers innovative, local and environmentally friendly solutions for the hygiene of women and babies. Its vision is to promote sustainable solutions that contribute to women’s empowerment, waste reduction, the fight against exclusion and job creation.
Douce mélanine Founders
N’dioba DIONGUE and Astou diongue, two French-Senegalese mothers have both had bad experiences with baby cosmetics products that contain potentially dangerous or allergenic substances. Looking for a solution, they found out that products adapted to black and mixed-race children can be counted on the fingers of one hand.
Following these bad personal experiences, they decide to react and remedy them by offering healthy products, especially for babies. This is because they are fragile. The beginnings were not simple: market research, business plan, search for formulators, etc. It took several months before they could find a lab to work with. Not being in the trade, they also had to train in formulation.
Douce mélanine was born in 2018, with the aim of offering a range of care products with 98% natural ingredients, traditionally used in Africa for baby care. The goal is to transmit care rituals with products from the African pharmacopoeia. For example, we can find touloucouna oil, with unsuspected virtues which is relaxing and is used in Africa for infant massage. A necessary return to the roots, to allow babies to enjoy all the benefits of this treatment with ancestral oils.
Then in 2020, as for many entrepreneurs, the coronavirus came knocking on the doorbell. After several questioning and restructuring, they decided to stay the course. New tests are carried out, formulas are retouched, and the adventure resumes in 2021 to never stop. Today, Douce Mélanine has made her way and has found her place in many bathrooms all over the world.
DOUCE MÉLANINE fights every day to offer mothers products with healthy compositions. Its products are formulated and manufactured by a French laboratory certified Ecocert and COSMOS. Without perfumes, tested under dermatological control and composed of ingredients from the African pharmacopoeia, babies will appreciate its care which will bring softness, hydration and relaxation.
