IN A CONVERSATION WITH ICE TODAY, TAHFIM ARA, FOUNDER OF ARA’S NAIL AND LASH BAR, AND HER DAUGHTER, SUZANA MOSTOFA, SHARES THE STORY OF THEIR SUCCESSFUL PARTNERSHIP.
What drove you to take a course on creative nail art in Ukraine in 2004?
Tahfim Ara: I have always been passionate about beauty and fashion. Back in 2004, creative nail art was starting to become very popular in Eastern Europe and I became fascinated by it. Being an arts and crafts lover, I was taken by the intricate beauty of nail art and I instantly knew I wanted to acquire that skill. The course I took was very systematic and well organised, and it was a wonderful experience. I also took my first lash extension course in Ukraine which was an equally interesting experience.
Did you have any concerns about being able to pursue your passion when you moved back to Bangladesh in 2007?
Tahfim Ara: After I came back to Bangladesh I had to stop practicing for some time. I was engaged in family affairs and could not find the time to put thought and effort into nail art. However, my love for the craft never subsided. Sometimes, I would practice nail art on my friends and family, and when my daughter was old enough, I would try nail art on her as well. They all loved and praised my work and this inspired me to keep going.
When did you launch your business, Ara’s Nail & Lash Bar? What were your biggest concerns when you were starting?
I launched Ara’s Nail & Lash Bar on the 11th of October, 2018. Time and expenses aside, my biggest concern was whether the public response would be positive. I dove in not knowing whether Bangladeshi women would be drawn to this sector of salon service, and I was scared that it might not get the reception I needed to sustain the business.
You decided to take your daughter, Suzana Mostofa onboard. How well does this mother-daughter partnership fair for the business?
Tahfim Ara: Taking Suzana on board was the best decision I’ve made for my business. She immediately took over the managerial duties of the salon which took a lot of stress and responsibility off of my shoulders. It gave me the opportunity to concentrate on the hands-on responsibilities. Suzana handles marketing management, customer relationship managements and the digital platform while I provide my specialised services. The division of responsibilities allowed me to focus more on my technical skills and build my confidence.
You continued to pursue further courses in Europe. What insights were you able to bring back to Bangladesh and how have you used that towards the growth of your brand?
Tahfim Ara: I noticed that European salons were providing a variety of services and I wanted to include them in Ara’s. These services were not at all common in Bangladesh so I saw it as an opportunity to diversify my portfolio. Consequently, our salon has additional services such as hair extensions, eyebrow lamination and tinting, and semi-permanent lip tinting.
A major insight I brought back was the quality control practices followed by European salons which I now do for my own business.
Could you elaborate on the plans you laid out for the salon, and what you consider are its key success factors?
Suzana Mostofa: My foremost goal was to acquire as many clients as possible. I knew from the get-go that the easiest and most cost-effective strategy would be to advertise on social media. I analysed the online contents of some reputed brands and understood that it was imperative have an appealing aesthetic. For our social media contents, I took inspiration from Pinterest and Instagram. My next goal was to gain the confidence of celebrities and influencers as their endorsement implies quality and consistency. They also have a large follower base which gave us the opportunity to attract more customers. My final goal was to increase customer engagement and retention. We do this by making our clients feel valued and respected. We understand their needs, answer all their queries, respond promptly, and ensure that they always leave with a smile on their faces. We know we are doing a good job because we are regularly booked for 1 to 2 weeks in advance.
What experiences from your background were you able to utilise to achieve the goals you had for Ara’s?
Suzana Mostofa: I come from a science background. When we started this business, I was still doing my A Levels and I did not have a lot of knowledge on business implementations. However, I have always kept up with the fashion industry and kept myself updated with the trends in niche markets. My keen observation helped me to identify what was needed in order for Ara’s to succeed.
Could you speak more to the mission and vision of Ara’s and how inclusion has been implemented in them?
Suzana Mostofa: Ara’s wishes to do its part in promoting inclusion and diversity. The LGBTQ community of Bangladesh deserves as much acceptance as every other person in this country. Ara’s welcomes everyone and wants to make them feel confident about themselves. Anyone can come to Ara’s and we will make them feel loved and respected.
What are Ara’s future plans?
Tahfim Ara: We are still not sure what the future holds, but we want to become a leading beauty salon in Bangladesh. We are focused on expanding our operations and opening new branches and consequently create employment opportunities for dedicated and hard-working individuals.
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