Hi everyone! New week new episode. Today we're joined by the amazing Imade who shared her journey on building IDKO whilst learning the importance of resilience and trusting the process.
Imade is a successful entrepreneur and Finance professional with more than four years of expertise in accounting, financial management, and financial reporting. She is a fragrance enthusiast who enjoys researching and experimenting with new scents. Fragrances, she feels, are more than just a scent; they are a personal story.
She began creating her own scents inspired by her own experiences, travel, and culture while obtaining her master's degree in Finance and Management and then founded I.D.K.O in 2018. She has made it her aim to not only provide customers with a unique scent experience but also to use her venture as a platform to empower local artisans and enable them earn an income through entrepreneurship.
Our conversation was so encouraging. She shares her story on navigating grief and having the courage to pause and re-launch her business. It's the perfect reminder for anyone who needs to take a break, and breathe.
Rhieme: Hi Imade, thank you so much for joining us today. Can you please tell us about yourself?
Imade: Hi, I’m the founder of IDKO and I also work as a finance professional. I studied my Masters in Finance and Management. I've been working for a few years and enjoying the journey.
Rhieme:Thank you for sharing, the last few conversations have really been centred around entrepreneurship and starting a business. Can you please share your journey on how you've been able to start IDKO?
Imade: I think I'll start by giving background on it, IDKO is a true handcrafted luxury brand. We produce scented candles, diffusers, home fragrance oils, and home and linen spray. In terms of how I started it's quite an interesting story. I have always been fascinated by fragrance. This is mainly by my mum just loving perfumes and essential oils. So every time we would travel, and we're going through duty free, we would stay at the perfume section and try different fragrance strips. Even when we finally got on holiday, we would go to different perfumeries and our favourite fragrance stores to buy perfumes. These experiences really made me happy. I realised how much perfumes and scents could create a burst of emotions and positively impact people’s moods and happiness. So fast forward to when I started my master's programme in Finance and Management, I wanted to improve my career prospects at the time, I wanted to meet new people, because when I was doing my undergraduate degree, I wasn't really bonding with the people around me. I wanted to have an amazing last year studying in school and explore things I was mostly passionate about. For me at the time, I knew I had one more year to study and one more year to get a job. It was a very delicate time for me because I was rounding up one season of my life and preparing for the next. It was around that time I started getting interested in researching about the fragrance industry and trying to learn more about how these formulas are made.
I began to research candle making and my sister had asked what I wanted for my birthday, and I asked for a candle making kit. I started practising candle making, exploring different types of essential oils and what they do and learning about fragrance notes, essentially building up my catalogue. I decided to pursue my passion project and turn my hobby into a business.
Rhieme: I love that, thank you for sharing especially because it's something you're interested in and you simply leaned into it. I feel like sometimes people think you have to have a dramatic beginning. But that’s not always the case, sometimes it’s simply leaning into your interest and seeing where it is.
Imade: Yes it was more of I’m interested in this, let’s see where it goes.
Rhieme: Definitely. For you, how were you able to move from idea to action?
Imade: This question was a very interesting one. It was simply a mind over matter situation I just decided to make the best of whatever I was going to do and give it my best shot. I allowed myself to learn and grow. I was very lenient with myself at the time, initially I wanted everything to be perfect then I realised we spend so much time on different ideas, but we don't implement them because it's overwhelming. So, I simply decided to just do it. If I failed, then I failed and I'll start again, or I’ll find something else I'm interested in doing. It was about allowing myself to grow in that period and I'm very proud of that.
Rhieme: Yes, it’s so important because I feel as people we are so focused on perfectionism but I feel like that makes things boring. I strongly believe there are certain times for things, so what’s the point of holding onto something for too long. I believe if something is for you, it wouldn't miss you. But whilst I believe in that, I also believe there are certain seasons for appointed tasks.
Imade: For me at the time, I founded my business myself, I started by investing my pocket money. I didn't have all the oils when I started, I bought everything as time went by, so I was making the best of the resources I had.
Rhieme: Can you can you share on, how you self-funded your business? I know some people wonder, where do I really start from?
Imade: Candle making is not a very capital intensive business. For instance, when I started, I had a bit of oil and some wax. I think I started off with £50 and little oil samples. I had to pay for the graphic designer to come up with labels and print some samples. But I was running on a day-to-day basis. I would get an order then fund the next order with the money from the previous order. With time, as my income grew, I was able to do more. So in terms of funding, just start with the minimum or the best you can really. It’s about doing the best with what God has given to us. He would never over-stretch or overwhelm us in any way.
Rhieme: Yes definitely, thank you. It’s really about starting small. Sometimes, we see this massive picture of where we want to go and that’s good but we also need to stay present. I love that you mentioned the orders are what funded subsequent orders because some people may not like the idea of that. Especially when the focus is on making profits. Of course, this is great, but we need to remember humble beginnings and understanding he stages of your business. If you’re just starting off, you may not be making profits, but you could focus on building up your customer base which is investing in your business.
Imade: I had a very massive vision for the business when I started. I knew I wanted this container to put my candles and specific packaging. But you have to go back to the drawing board and look at the resources you have. You can accept your present, but still say over time I will improve and expand. I remember, when we started, I was looking at the very first Coca Cola bottle, and thought, the business has allowed itself to grow, you can't start and be perfect, where’s the excitement? From a practical perspective, having a timeline that is not unrealistic will help. Maybe showing people who have gone ahead of you your business plan and ask what do you think? Do you think this is realistic? It’s also important to give yourself grace. Most people think once they launch something, it's just going to blow up but no one thinks this way. You may expect everyone that's following you to follow your business. But then you have to also understand not everyone is interested in candles.
Rhieme: Yes! And also not being offended by that, because your business will speak for itself. Whoever it's for will naturally gravitate towards it.It’s important to look outside of your circle, because I believe we’re all called to have greater reach than just those around all of us. Sometimes people get discouraged when friends aren’t buying their products. But it’s also about challenging yourself to think, what can I do to have an established customer base outside of these people?
Rhieme: I’ve found that with executing it's always important we build ourselves up before we build. Is this a process you feel you’ve gone through? And if so can you talk us through your journey?
Imade: Definitely when I launched, my dad had passed away, earlier on in the year. When I started my master's programme, I was very excited, and I didn't feel like anything could stop me. I got home for Christmas and eventually my dad passed away. It was a very tough time for my growth. I think one thing I learned in that time space was being 100% dependent on God, because, man proposes God disposes anything can happen. Yes, situations may be out of your control, but, ultimately, lGod wants the best for me, so I had to trust him, be confident and depend on him. You can also create something great from a place of adversity. So through this, God built me up, I was able to have the right mindset to start.
Rhieme: I love that especially what you said about being able to produce even during adversity. Sometimes, we think everything must be perfect but that’s not true. Hard times can be very humbling and give you space to recentre yourself, focus on God and what really matters.
Imade: Then you have the right mindset to overcome obstacles in front of you.
Rhieme: Being able to build up your mind in such a way that it's constantly working in your favour and not against you takes a different level of strength especially when you’re going through a very tought time. Honestly, well done because I can't imagine how it would have felt. You know, it could have been easy to not do anything.
Imade: It the year I had decided to do my masters, so I said to myseld let me know my parents proud and give it my best shot. I remember when it happened, I received a phone call from someone and he said, you know, you need to be strong. At the time, I I felt like, that message was what I needed to hear, to move forward for everything that was to come and really persevere.
Rhieme:I love that you were able to take time to process how you were feeling and still being able to tell yourself even within this I can still respond to what I know has been placed within me.
Imade: He was in a coma for three months and those three months were months that I prayed much more than I ever have in my life. There are times where there'll be signs of improvement but there were also down days. But I had peace with God and said to myself, that you know, let your will be done. Because honestly, I knew that whatever situation comes our way as a family and for me as well, I will be fine. For those moments, it wasn't easy, but I think just the grace of God.
Rhieme: Thank you so much for sharing, and being so vulnerable, it’s not an easy topic to speak on. But I'm happy you've been able to share that even within building your brand. Most of the time people talk about the most basic things, which isn't bad. But I also feel more people need to see real life and know that it's still possible for you to go after what you desire, even though you've been through a very tough period.
Imade: I think, for me as well, sharing my story is a different step. I think I'm a very quiet person and I’m usually in my comfort zone. So, when I knew we're going to speak about this, I was like wow am I going to give a surface response or be genuine? But I thought, this would probably help someone who’s probably going through the same thing.
Rhieme: Yes definitely. So, you went through a period with your brand where you had to re-brand and pivot? What was that process like? And how were you able to find the courage to pause and restart?
Imade: When I moved back to Nigeria, I decided I was going to make candles and everything and my sister was getting married in about a month. So, I'd already been sampling products in the UK. I decided in a month that I was going to make candles for a bridal shower. It was a very rushed decision because honestly, I didn't realise how much experience I needed to have had before making that step. So for instance when you get a candle-making kit,they give you a set of wicks and other candles supplies. I eventually made them and after that, a friend of mine contacted me saying she was having an event during Christmas. So I said to myself, I’ve already gone through the branding and everything, let me launch because at that point, I realised my mistakes from my sister's
I was posting the pictures and lots of people were really drawn to the brand because it looked creative and nice. I would get personalised orders because the ones I did for my sister were personalised, so every time I did personalised orders, I got more. I kept on going and didn’t have time to pause and I was working a 9-5 as well. So fast forward to when COVID happened, I decided to go back to the drawing board. I had to question myself because the income stream was coming in and everything was good, but I genuinely didn't have time to grow or think about new products I wanted to add to the line. Lockdown gave me time to research and pause. I think God put a sense of discomfort. The brand I had envisioned building wasn't what it was at the time. So I had to go back and ask myself very tough questions. Because if something you've tried doesn't work, you need to go back and re strategize, evaluate and adjust your plan moving forward and that's what I did. I asked myself, how do I improve the quality of my candles? With the feedback I received, not everyone like candle so I had to add more products to the line. I was very prayerful; I always took my time to make decisions and I contacted lots of suppliers. I would get samples before buying a bunch of things. I gave myself the time and just went in with the rebranding process, it was over a year.
I also got stuck again, because I was like, I'm improving the brand and there are so many things I can't do myself. I decided to delegate l my website building and contact a branding agency because with my finance knowledge, my main focus was the number of orders, but someone from a marketing background will focus more on how marketing can bring more numbers or marketing. It was nice to get the different perspective and work with someone who was experienced in their field.
Rhieme: Thank you for sharing. I love you mentioned the time it took because you really sat down to plan everything through. Especially when you know God has given you a vision, excellence is so important. People might be fearful and wonder what will happen to the business? But remembering that when it's a God given vision, God has already established it is literally for you surrender to the process.
Imade: I had to take a hard reset. The eset wasn't easy especially when people are contacting you for orders and you genuinely can't take them.
Rhieme: I also think even though externally everything was on hold, things weren’t actually on hold. You were putting more work behind the scenes to make it even better. It’s okay to pause and gain clarity. Even with these episodes, I started in May and God had asked me to release an episode every week till the end of the year. At the end of the year, I stopped but I had no idea what the next steps will be. But I've found that God will constantly increase the vision and expand your mind.
Imade: I'm really curious to know how do you then come up with up with a topic? And who to discuss it with?
Rhieme: I constantly pray about it. There are times where I just hear a topic. But it’s really me just sitting down and asking God, where are you taking this? I see it as provision per time.
Imade: What you said was really important because with IDKO, there was a point in time where God will say, pause for a moment and put more research into this.At some point I just started moving with what my environment was feeding me and I was just in overdrive, really. I think I needed to take the step back for the period I did, which is why what you're saying is so important. If for instance you didn't stop at the end of the year when God told you to , you may just have been speaking on topics that genuinely didn’t make sense.
Rhieme: Yes and I believe even when you don’t understand what's happening, God will always explain. He will give you a certain level of explanation for each season because it’s easy to get carried away. I'm always so big on having quiet time with God because it can get so noisy. I guess also knowing when to pivot, because I believe there are seasons where God can actually elevate you. Maybe with your business, you get a few orders every month, and suddenly someone on Instagram finds your products and it is raving about them. But ultimately it’s about hearing how God wants you to move per time. I think that's where people find it difficult because something may seem good but may not necessarily be how God is leading you at that point in time.
Imade: When I relaunched, I wanted to constantly I wanted to post constantly, but it wasn’t working out for me. I needed to take my time with each post I made sure and I had to make every post meaningful.
Rhieme: I completely agree with you. I've really been focusing more on quality and sustainability rather than trying to keep up with because honestly, you can have a huge following and have nothing to show for it. You may have a very small following, but you're really doing well. So, it's really just about leaning into God's tactics, what does he want? Rather than using your own human knowledge and trying to put two and two together. When you post intentionally, it gives you time to think and remind yourself why you're doing what you are.But I also feel there might seasons where you may be required to execute constantly but I don’t believe every season is like that. There are seasons where you actually need to slow down
Rhieme: Venturing into a new business or industry can be a bit daunting for some people. What advice would you give to those who want to do that? And how have you been able to gain confidence in your brand?
Imade: Proverbs 16 says, the heart of man plans his way, but the Lord establishes his steps. So, you know, I've had a plan, and I've had a vision as to what I want the brand to be. When I first started, I think there were probably maybe not up to five candle making companies at the time in Nigeria. You can imagine even in the space I was in and coming back into a completely different competitive environment was very tough for me. Making candles is not a skill I was born with; these are things I've had to learn to build and develop over time. So, you know, I have confidence in the process. Now there are a lot more companies doing similar things and I think for me, I'm giving myself room to grow, to learn to experience and, make the most of each day when it comes to the brand.
Rhieme: I love that, it’s a skill you've developed over time. Because sometimes, may feel if you aren’t naturally inclined to something, then you can’t take any steps, but that’s not true.
Imade: Also, not feeling bad even when you even recognise that your brand needs to grow. Or maybe you know, there's something more you need to do to compete in the industry you're in, that’s a blessing. So instead of focusing so much on the things you don't have, it's important to work towards getting those things and making the most of the journey.
How did you find this conversation? Share your takeaways below and make sure you check out IDKO.We'll see you next week.