The birth of Ligugu Fine Fragrances is an inspiring story of an optimistic person seeing a silver lining out of a dark cloud. And, beyond question, it is something hesitant young aspiring entrepreneurs need to be told over again and again.
Just like others in South Africa and other parts of the world, Pumeza Maseti has experienced the agony of receiving a letter informing her that her services were no longer required and “management wishes you the best of luck in your future endeavours”. But instead of cracking under the pressure of facing a gloomy future of unemployment, she viewed her plight as an opportunity to open another chapter in her life.
Admittedly, Maseti says, initially, this was not easy to stomach.
“At first, it was a harrowing experience, I must admit. I had to have a sober frame of mind and not be too emotional about what I had faced, then decided to use my God-given ability. I realised that I was the captain of my own ship and had the power to decide where I was headed,” she confides to Transform SA Online.
Now she can only say: “thank you retrenchment!”
Undeterred by losing her job as a network marketer for various companies, Maseti, teamed up with her mother, Thobeka Mapukata, and set up a company specialising in cosmetic line Ligugu Fine Fragrances in 2014 in Khayelisha. Maseti is the general manager.
Finding a financier who was prepared to bear the risk of dealing with a start-up with no truck record was tough. This was until SEDA, through Casidra, came forth.
In the first months, the hardest part was to displace or compete against well-known fragrances that seemed to be fully entrenched in the market. It’s not that currently things are at a scale that Maseti aims for. “It’s much better, relative to the situation at the beginning,” she says.
To raise the fragrances’ products she says the main approach is on highlighting the distinctiveness of the background of Khayelisha, where the business idea was generated. In this way she is confident the profile’s benefits will be elevated.
Undoubtedly, the great potential that lies in Ligugu Fine Fragrances can better demonstrated by the fact that some investors have brought shares and channeled funds into the business.
Currently the business has a range of five products, namely perfumes, body lotion, hand and nail lotion, Vitamin E tissue oil with rosehip oil which helps with healing and arthritis gel, also known as mobility, which is used for relieving pain, injuries and sore muscles.
Persuaded to reveal the Ligugu Sweet Fragrances’s growth plans, Maseti says: “Our vision is to expand our product range and make it exciting to attract contributors internationally so that business can grow as we only have contributors in South Africa.”
For the hesitant youth, caught between starting a business and seeking a job, Maseti she has invaluable words of wisdom: “Go into business with a passion and money will can later. It is not for those who mainly look for instant gratification. They don’t last for a long time.”
At present, the business, now based in Cape Town Central Business District (CBD), employs five people who are responsible for production, administration and marketing tasks.
Where can we buy the tissue oil, I’m residing in Bloemfontein