Abimbola Anifowose is the Chief Executive Officer of Monmartt Baby Store, and a co-organiser of the 9ja Baby Trade Fair. She talks to OGHENOVO EGODO-MICHAEL about her career
What inspired you to start the baby fair?
A few years ago, as my baby store marked its fifth anniversary, a conversation with a dedicated staff member ignited the idea of creating something extraordinary for both our customers and businesses in the baby industry.
Fuelled by the encouragement of a close friend and business partner, we turned this vision into reality. Spiritual guidance further assured us that this venture would positively impact our business and contribute to the entrepreneurial ecosystem, forming the foundation of the 9ja Baby Trade Fair.
What are the challenges you have faced in organising this debut edition?
Organising the debut edition of the fair has been thrilling, but not without challenges. Securing a suitable venue, coordinating diverse vendors, and balancing their needs were obstacles. However, our resilient and collaborative team have been able to overcome these challenges.
What do parents and caregivers stand to gain by attending a baby trade fair?
Parents and caregivers attending the trade fair can expect a treasure trove of benefits. From discovering innovative baby products to exclusive discounts, the fair offers a one-stop-shop for all their parenting needs. Networking opportunities, expert advice, and a vibrant community atmosphere will make it an invaluable experience.
How do you ensure that the trade fair will be accessible and conducive for all attendees?
We prioritise accessibility with a central venue, affordable admission, and diverse vendors catering to various budgets. The venue is designed with ample space, amenities, and navigation aids, creating a welcoming experience for all.
You also own a baby store. Considering how sensitive babies are, how do you ensure the safety and quality of the products you sell?
Ensuring product safety is paramount. We source from reputable manufacturers, stay updated on safety alerts, and maintain transparent communication with suppliers. Customer feedback is invaluable, ensuring we provide reliable and safe baby products.
How do you handle difficult customers?
In dealing with challenging customers, we prioritise a collaborative approach. Addressing concerns promptly is crucial, and if a situation escalates, involving an experienced manager ensures resolution aligned with company policies while maintaining a positive customer experience.
How do you stay up-to-date with industry trends and innovations?
Living in Lagos State, I stay connected by actively participating in networking events, and engaging with fellow entrepreneurs.
What advice do you have for new parents attending a baby trade fair for the first time?
They should plan ahead, make a list of what they need, wear comfortable shoes, come prepared with money, and savour the experience. I am sure they will enjoy discovering unique products for their little ones.
How do you select vendors to ensure their products and services are of good quality?
We carefully curate vendors through a rigorous interview process, assessing the quality, uniqueness and relevance of their offerings. Our goal is to ensure exhibitors align with our commitment to deliver excellence for a premium attendee experience.
How do you ensure the trade fair is environmentally and economically sustainable?
We prioritise sustainability by promoting reusable materials and implementing waste reduction strategies. Economically, we offer affordable booth rates, thus supporting local businesses.
Have there been unexpected challenges in organising the trade fair, and how did you overcome them?
Certainly, unexpected challenges have come up, including changes in regulations and last-minute venue adjustments. Open communication with stakeholders and swift adaptation have continued to ensure a seamless experience for both vendors and attendees. Flexibility and teamwork are essential for success.
What are your plans for expanding and improving the trade fair?
One key initiative involves hosting multiple fairs throughout the year, responding to the growing demand. This provides businesses with more opportunities, while allowing families to engage with the latest offerings in the baby and parenting world at various times.
How do you balance your personal life with your career?
Maintaining a balance is a priority. Setting clear boundaries, allocating dedicated time for both work and personal life, and leveraging delegation ensure a healthier work-life balance. Time management is very important.
What are your other interests?
Beyond entrepreneurial pursuits, salsa dancing is a cherished hobby. It is a dynamic form of self-expression that allows me to unwind.
In what ways did your childhood influence what you are doing now?
I was raised in a household where my mum balanced nursing and business. I gained early exposure to the dynamics of healthcare and entrepreneurship. Witnessing her dedication fuelled my entrepreneurial spirit. Growing up surrounded by business discussions and experiencing her ability to balance a demanding career with running a distribution business left an indelible mark on me, ultimately guiding my current journey.
How do you unwind?
I relax by spending quality time with family and friends. Engaging in lighthearted conversations and sharing laughter serves as a refreshing break for me. It brings joy, engenders a healthy work-life balance, and enhances one’s overall well-being.
