Entrepreneurs Uncut - REYDIANT

Posted by Sanele Michelle Magagula on

Business name: Reydiant

Business owner: Reghana Hoosen

Product: Skincare (shop here)

Position: Founder; Director; Manufacturer; Manager


Q: When did you know that it was the right time to start your business and what motivated you to start?

A: I was motivated to start my business when I realized the need for natural products for moms, babies and skincare. My niece was born prematurely and had trouble with colic and sleeping. Since, I was doing my Master’s Degree in Natural Products, I formulated 2 products for my niece which helped her. My family then suggested I start selling these products and after lots of market research, I started my company.

Q: What are your responsibilities as the business owner?

A: I have what I like to call a micro-business. So I do everything myself in my business. My responsibilities include sales, marketing, website development and management, social media marketing, manufacturing and packaging the products, courier of the products, admin and lead generation. I also try to give back and often give products as gifts to CANSA and other NGO’s when it is possible.

Q: What are some of the biggest challenges you’ve faced and what kept you going?

A: The biggest challenges I face in my business is to get exposure for my business and products and getting customers to review and recommend the products. I get a lot of positive feedback on my products but people aren’t willing to share their reviews on a public platform. Competition is another challenge, when I started my business there wasn’t a lot of competition in terms of natural skincare brands available locally in South Africa, but now there are and since I didn’t start my company with an investor my marketing budget was basically non-existent. Facebook marketing was new and expensive and Instagram didn’t have sponsored ads like they do now, if I had these avenues to market when I started then I think my business would be bigger than it is today.

Q: What’s the story behind your business name?

“My Business name is a play on my name as well as well as the word Radiant. Since I knew I would be focusing on skincare, it’s an appropriate name since skincare should leave you looking and feeling radiant, and that is what my skincare products do.”

Q: How do you invest in your business (money, advertising…) and which of the methods have altered the most results?

A: I invest in my business by advertising on Instagram and Facebook as well as investing in creating new affordable and effective skincare products for my customers. The current market is quite tumultuous so I don’t always see a return on investment immediately. 

Q: What’s your favorite aspect of being an entrepreneur and your most satisfying moment in business?

A: My favorite aspect is being able to be my own boss and to be able to look after my daughter in her early years. My most satisfying moments are when customers who’s used my products call me to let me know that my colic product, “Happy Tummy” worked for their baby or a customer who’s struggling with skincare concerns let me know that my facial oils helped their skin and they feel confident without the need for makeup.

Q: How do you define success?

A: Success means different things to different people. I’d say for me success means being able to provide for my daughter and be there for her in these early years. My business is still very small so in terms of how people define success in general terms, I wouldn’t consider myself successful but it is a constant work in progress.

Q: What key activities/skills do you think are needed to be a successful entrepreneur?

A: You need to be able to sell your product/service; you need to persevere because it’s not easy and you won’t become rich overnight. You might not even see a profit for the first 2 years. Business takes hard work and perseverance. You need to be able to do a costing structure of your products/services and have good people skills.

Q: What advice do you have for people considering starting a business or those who have just started their own?

A: Persevere. Keep your initial overheads as low as possible and if it’s possible then work from home for as long as it is necessary.


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