Passion, quality services and uniqueness is all you need to be successful in a flooded service industry where everyone strives to be at the heart of the clients.

These are the words of Martha Shisia, the founder and Director of Braided by Sia spa and Sia naturals, a venture that provides beauty services and beauty products from its location in Mombasa, Kenya.

Like many, she did not start from the top, she also had her own share of difficulties that served as the driving force to join the bracket of young entrepreneurs at the age of 24 years.

At a tender age of 12, she already knew that she wanted to join beauty, industry but did take it much into consideration instead wanting to be associated with the “bigger” titles, a factor she later had to let go.

“I started doing beauty when I was 12, So I’ve been doing beauty. Most of the time, I just found myself in a salon, it just became a dream then and now that I’m able to do it, I feel nice. It’s like my background,” Shisia told Wikendi Business.

After completing her O levels, she tapped the engineering course focusing on maritime, but the challenge of finding a job in the field became eminent. Just like many graduates, she had to find something that would actually be profitable to her, resorting back to her passion, beauty.

She had to go back to school, where she now learnt the intricacies of her career, becoming one of the best cosmetologists in her area of operation.

From professional facial make-up services and hair dressing she has become a formidable young woman who now has a crystal-clear path that is currently taking, having learnt how to manoeuvre through the highly competitive industry from her previous two employment.

Perhaps, your sister, fiancé, mother or best friend get their beauty needs attended to by Braided by Sia.

“What I believe is one, if you are dedicated to do something, you’ll put in effort. It’s all about you, your discipline and everything because beauty business, beauty industry is just somewhere you just can’t dodge in and expect everything to work for you, it’s usually tough in the beginning,” she said.

“No, Breaded by Sia was once a dream. It was something I used to sit down and I would write on my notebook and I’d be like one day, one day but one day never came until last year where I managed to get a station, I was working under one station Like somebody’s salon, then I rent out for a station,” she explained.

Her quality services have played a central role in the growth in that she has been able to experience customer loyalty and referrals making her business viable. She explained that understanding the clients’ needs and offering guidance as an expert has seen her retain the majority of her clients.

“There are certain things you can’t provide for the client, like in the coast it’s very hot so most of the clients don’t do weaves, they prefer braids. Again, it’s all about understanding your craft, what you can actually deliver best when compared to the rest, so that has also been really helpful,” she added.

The young entrepreneurs also explained that due to the need to meet the demand in the market and have a steady cash flow, she has had to incorporate ‘Sia Naturals’ – the natural oils that cater for hair growth and skin health coming in quantities starting from 250 ml.

This innovative step, according to Shisia, has seen her gain financial stability in a highly competitive industry and at a time when businesses are not gaining much due to the tough operating environment characterised by high tax regime and shrinking disposable income.

“Well I had to find a solution to the problem that most people are struggling with, which is poor hair, so I came up with the product after receiving some training, then started applying it on my hair fast and it worked. Since then, I started recommending it to people who are also now appreciating it, and that is so encouraging,” she explained.

From her business, she is able to cater for personal bills and those of her siblings, while also managing her staff. A testament of commitment, discipline and creativity.

In terms of marketing, she stated that her clients are her biggest marketers, because of the referrals. Aside from that, she has also banked on social media, which also proves to be an enabler.

Her biggest challenge, however, is the issue of taxation, which evidently has become a pain in the neck for many businesses in the country but thanks to diversity she is able to cruise through.

Additionally, capitation and employees training and retraining are also stifling her business’ growth although still remaining hopeful of a brighter future as it continues to get momentum.

“For me the future is brighter, I’m confident because I believe in the effort that I’m putting in and the driving forces. No one is limited,” Shisia concludes.