Doha, Qatar – Within the coronary heart of the vigorous Doha neighbourhood of Al Mansoura is a magnificence and trend store which has gained a powerful following amongst Africans dwelling within the Qatari capital ever because the retailer opened about two years in the past.
Butterfly Magnificence Store is situated alongside Al Mansoura’s crowded major avenue and is nestled amongst grocery shops – identified domestically by the Arabic phrase baqaala, eating places, tea and snack spots and a smattering of {hardware} provide outlets.
The cabinets and aisles of Butterfly Magnificence Store are filled with magnificence merchandise, hair extensions, trend equipment, garments, sneakers, and seemingly each doable trend merchandise from Africa.
“That is the one store catering to the style wants of Africans in Qatar,” boasts the Kenyan store proprietor Bernard Wanjiku, 32.
Qatar is dwelling to a various overseas neighborhood that makes up 90 % of the nation’s inhabitants.
The sub-Saharan African neighborhood accounts for roughly 6 % of the whole inhabitants in Qatar, with overseas nationals coming from nations comparable to Sudan, Kenya, Ethiopia, Uganda, Nigeria, South Africa, Somalia and Ghana.
Wanjiku arrived in Doha from Kenya in 2013 to work as a driver for a neighborhood organisation, however switched jobs to turn into a taxi driver 5 years later. It was by way of conversations along with his purchasers that he bought the thought to begin his personal enterprise.
“Each time somebody from Africa sat in my cab, they’d ask me if I knew of somebody coming from dwelling who might deliver some magnificence merchandise,” he tells Al Jazeera.
“It could occur so often that I realised this was a enterprise alternative ready to be grabbed.”
Testing the waters
Wanjiku’s operations began small. At first, he would prepare for buddies travelling from Kenya to deliver skincare and hair merchandise in small batches, after which he would promote them to Africans who he met on taxi rides. These clients would hold coming again for his merchandise.
“I wished to check the waters earlier than investing all my financial savings in a single place. For 4 years, I ran this enterprise as a facet hustle on [a] demand-and-supply foundation whereas having a cab as my major supply of earnings,” explains Wanjiku, whose magnificence enterprise unfold by phrase of mouth.
Since opening the store in February 2021, Wanjiku has already established a big clientele, most of whom have adopted his journey from the taxi to his brick-and-mortar retailer in a bustling neighbourhood.
However Wanjiku admits he has social media to thank for the speedy development of his enterprise.
“Quickly after the opening, African individuals dwelling in Mansoura posted pictures and movies from contained in the store,” he explains. “They might attempt on some wigs, hair extensions or rave about lastly gaining access to pores and skin merchandise from again dwelling.”
A few of these posts led to social media buzz amongst Qatar’s African neighborhood.
“A bunch of Sudanese buyers as soon as posted one thing from right here, and it went viral inside their neighborhood, resulting in queues and visitors jams exterior my store within the following days,” he remembers, laughing.
On the time, the store had not too long ago opened and the Sudanese buyers had posted photos of themselves on social media attempting on hair extensions and garments. Wanjiku himself makes use of WhatsApp, YouTube and Instagram to advertise his enterprise.
Jessie, one of many store assistants, exhibits some face lotions and hair merchandise to a few from Kenya. He tells them which product would work higher for them, and assures them of its authenticity.
“Jessie is from Kenya as nicely,” Wanjiku says. “It is very important have individuals who perceive the merchandise and join with the patrons to make them really feel like they’re again dwelling.”
Mehrab, who’s from Uganda, is searching within the store. He says he first visited the shop a couple of months in the past after a few of his Kenyan buddies shared a YouTube video about it.
He says he usually stops by to talk about information from “again dwelling” and to see if there are any new merchandise to attempt.
“Not all hair merchandise work on African hair,” he says, working his hand over his head. “I’ve misplaced a lot hair since transferring to Qatar however now that I learn about this place, I come right here to get hair merchandise from dwelling.”
Satin attire, World Cup flags
Vibrant printed shirts referred to as dashikis hold from a rail excessive above the cabinets. Jessie says they’re among the many best-selling objects as Filipinos and Arabs like to purchase them as nicely.
He factors at a rack of sparkly satin attire and says Kenyan girls love them as a result of they’re on development.
“Kenyan girls love following trend from the wealthy and influential individuals again dwelling, so we attempt to cater to their calls for and produce them [fashion trends] right here,” Jessie says.
“Generally, they only maintain up their telephones to point out us precisely which fashionable outfit they need and if we have now it, they are going to put it on and submit about it on their social media accounts straight away.”
Some Nigerian women and men, visiting Qatar for the World Cup, enter the store and browse the garments on show. They wish to see if the nation has any African fan paraphernalia to supply.
“We’re right here to help the African groups,” says Steve, one of many vacationers.
Wanjiku pulls out a couple of African flags from a field and unfurls them for the patrons.
He says he modified the look of his store entrance within the weeks main as much as the World Cup to match the event. The show is now adorned with massive flags and the soccer shirts of Argentina, Brazil, Mexico, Ghana and different taking part groups.
“Ghana, Senegal and Cameroon flags are highly regarded. The truth is, I’ve needed to restock on Ghanaian flags as they’ve been promoting out shortly.”
Searching for the subsequent development
An Indian fan of the Argentinian soccer group beckons Jessie from the door.
“Brother, do you may have a Messi shirt? Quantity 10?” he asks. He walks away disillusioned when Jessie shakes his head.
Wanjiku says the South Asians and Filipinos of Al Mansoura are excited by supporting solely Argentina, Brazil and Qatar.
Wanjiku has already began planning for all times after the World Cup.
“There’s a development of Kenyan, African-style placemats that’s selecting up again dwelling. I wish to deliver them right here for the native Africans. I do know they are going to ask for them as quickly as they see it on social media.”
Jessie nods and chimes in, “You see that yellow T-shirt up there?” He factors to a shiny T-shirt emblazoned with a photograph of George Wajackoyah, a shedding candidate on this 12 months’s basic elections in Kenya.
“We bought it as a result of this man was fashionable among the many youth again dwelling, and the younger Kenyan individuals right here wished to be part of the development,” he explains. “Something that’s fashionable in Kenya, we deliver it to Qatar.”