Doha, Qatar – Within the coronary heart of the energetic Doha neighbourhood of Al Mansoura is a magnificence and trend store which has gained a robust following amongst Africans dwelling within the Qatari capital ever because the retailer opened about two years in the past.
Butterfly Magnificence Store is positioned alongside Al Mansoura’s crowded major road and is nestled amongst grocery shops – recognized regionally 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, footwear, and seemingly each attainable 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 house to a various international neighborhood that makes up 90 p.c of the nation’s inhabitants.
The sub-Saharan African neighborhood accounts for roughly 6 p.c of the full inhabitants in Qatar, with international nationals coming from international locations akin 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 develop into a taxi driver 5 years later. It was by conversations along with his purchasers that he acquired the concept 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 house who might carry 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. To start with, he would organize for buddies travelling from Kenya to carry skincare and hair merchandise in small batches, after which he would promote them to Africans who he met on taxi rides. These prospects 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 aspect hustle on [a] demand-and-supply foundation whereas having a cab as my major supply of revenue,” 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 fast progress of his enterprise.
“Quickly after the opening, African individuals dwelling in Mansoura posted pictures and movies from contained in the store,” he explains. “They’d attempt on some wigs, hair extensions or rave about lastly accessing pores and skin merchandise from again house.”
A few of these posts led to social media buzz amongst Qatar’s African neighborhood.
“A gaggle of Sudanese consumers as soon as posted one thing from right here, and it went viral inside their neighborhood, resulting in queues and site 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 consumers had posted photos of themselves on social media making an attempt on hair extensions and garments. Wanjiku himself makes use of WhatsApp, YouTube and Instagram to advertise his enterprise.
Jessie, one of many store assistants, reveals some face lotions and hair merchandise to some from Kenya. He tells them which product would work higher for them, and assures them of its authenticity.
“Jessie is from Kenya as properly,” Wanjiku says. “It is very important have individuals who perceive the merchandise and join with the consumers to make them really feel like they’re again house.”
Mehrab, who’s from Uganda, is looking within the store. He says he first visited the shop a number 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 house” and to see if there are any new merchandise to attempt.
“Not all hair merchandise work on African hair,” he says, operating his hand over his head. “I’ve misplaced a lot hair since shifting to Qatar however now that I find out about this place, I come right here to get hair merchandise from house.”
Satin clothes, World Cup flags
Vibrant printed shirts referred to as dashikis cling from a rail excessive above the cabinets. Jessie says they’re among the many best-selling gadgets as Filipinos and Arabs like to purchase them as properly.
He factors at a rack of sparkly satin clothes 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 house, so we attempt to cater to their calls for and convey them [fashion trends] right here,” Jessie says.
“Typically, they only maintain up their telephones to point out us precisely which stylish outfit they need and if we’ve got it, they are going to put it on and publish about it on their social media accounts immediately.”
Some Nigerian women and men, visiting Qatar for the World Cup, enter the store and browse the garments on show. They need 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 number of African flags from a field and unfurls them for the consumers.
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 collaborating groups.
“Ghana, Senegal and Cameroon flags are very fashionable. Actually, I’ve needed to restock on Ghanaian flags as they’ve been promoting out rapidly.”
On the lookout for the following development
An Indian fan of the Argentinian soccer workforce beckons Jessie from the door.
“Brother, do you will 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 all in favour of 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 choosing up again house. I need to carry 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 vivid T-shirt emblazoned with a photograph of George Wajackoyah, a dropping candidate on this yr’s normal elections in Kenya.
“We acquired it as a result of this man was widespread among the many youth again house, and the younger Kenyan individuals right here wished to be part of the development,” he explains. “Something that’s widespread in Kenya, we carry it to Qatar.”
