Meet Posharella Beauty’s Ojoma Sule, ‘Minister Of Happiness’
Ojoma Sule is the CEO of Posharella Beauty, who is popularly referred to as the ‘Minister of Happiness’. With over a decade of dedication to harnessing products for the beautification of women, Sule, also known as Posharella, shares her journey through the beauty world in this interview with TOMI FALADE and ADEYINKA ADENIJI
What were your formative years like?
I was born in Kaduna State Nigeria, but I hail from Kogi State. I had my basic education in Kaduna before I moved to a Federal Government College in Kogi State, then later the University of Abuja, where I secured my BSc in Business Administration. I grew up in a large family with eight siblings. I am the sixth child and the last female child. My formative years were educative, loving and emotional which has led me to interact and respond to my experiences intellectually and with my heart on my sleeves.
How did you become such a savvy beauty sector stakeholder?
I created a niche brand, Posharella Beauty and personalised variety of beauty products 13 years ago when people were watching with great interest. I researched what was happening in the world of beauty and what consumers are willing to spend their money on.
Why beauty, what inspired this vision?
My parents loved to self-groom and they were very conscious of their appearances and so I embraced it, which has led to the originality of attaining my vision.
Growing a brand can be quite challenging, especially in a country like Nigeria. What were the challenges you faced?
As you know, the beauty and skincare market has always been competitive and it remains a nonstop growing market. Years ago when I started Posharella Beauty there weren’t a lot of people in the business of creating in Nigeria. A lot of people believed only in international brands, and so it took a lot of self-marketing and transparency to become a recognised brand. I overcame through sustainability and remaining true to my customers’ desires.
You also have a foundation; well known for impacting lives, tell us about it.
My mission for Posharella Life Foundation is to create a better society, life, and world. We primarily focus on differently-abled people and malnourished children. My definition of impact and achievement is to make a difference in the world and to be given the opportunity to change someone’s life positively
Considering the havoc the pandemic wrought this 2020, how would you say Posharella has coped or has your business diversified?
Due to the financial fragility caused by the pandemic, I plan on taking it one step at a time with an optimistic mindset.
Posharella also has other arms, including Posharella Gems, where I design audacious jewellery from precious stones and trade in gold, silver and diamonds. Also, Posharella Design, where I produce a luxury line of exotic leather goods. We are also venturing into owning a cloth lie. At Posharella, we are all about total beauty.
Posharella market, which is an open market for sales of a lot of products, from home accessories, antiques, paintings and many more is also our brainchild.
What new things can we expect from Posharella?
I have a variety of clients who have different tastes and needs from my brands, so post-corona, they can expect to be blown away.
As an expert, what would you say is the key to beauty and fashion?
Happiness, nothing beats that. That’s why I am known as ‘Oj Posharella’ (the honourable minister of happiness). Be happy in every situation you find yourself. Also, sleep well, eat well and of course use beauty products.
What inspires your fashion?
I am a Nigerian woman; so naturally, I have a high sense of fashion and style. I also grew up in the northern part of Nigeria, Kaduna State, and that influenced my style. On the other hand, fashion for me must not be complicated, your fashion sense should come naturally, clothes and fashion accessories should excite you not trouble you. So keep it classy and cover up a bit.
How do you unwind?
I do lots of travelling around the world, be it business or pleasure. I also enjoy trying exotic cuisines, meditating and spending quality time with family and friends.
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