We were lucky to catch up with Monica Miller recently and have shared our conversation below.
Monica, thanks for joining us, excited to have you contributing your stories and insights. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?
I really wanted a name that was synonymous with “fresh” and “pure” that rolled of the tongue easily. I also wanted a name rooted in African dialect that could be used universally. As a Black owned business it is important to be inclusive while not forgetting who you are. I chose a simple 2-syllable word, Safi, which is Yoruba for “clean”. A language spoken primarily in Southwestern and Central Nigeria.
Monica, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I take pride in my meticulous approach to grooming, particularly when it comes to my skin. The concept of Safi first emerged in 2016 when I began crafting a face mask and toner as part of my skincare regimen. After my sister started using them, noting improvements in her skin’s texture thanks to the simplicity and natural ingredients like green tea, charcoal, and witch hazel, I expanded my focus to create a range of products for maintaining a healthy canvas.
Since becoming an LLC in 2019, I’ve received positive feedback such as my toners soothing eczema flare-ups without causing dryness and my body oil exuding a sensual, long-lasting fragrance. Customers also appreciate that my lotion absorbs well without leaving a greasy residue. My primary objective with this brand is to deliver quality without breaking the bank; I firmly believe that luxury doesn’t have to come with a hefty price tag. I personally use every product I develop, constantly asking myself, “How can we improve?”
I’m committed to an ongoing quest for excellence and I find satisfaction in never truly being satisfied—it motivates me to continually bring something new to the table. In my interactions with fellow small businesses in the same industry, I aim to present a polished image while staying true to myself. Rather than viewing others as competitors, I see them as part of a network of like-minded individuals.
How did you put together the initial capital you needed to start your business?
This question remains pertinent at this present moment. I started this company with an initial investment of less than $500 utilizing credit cards and personal funds I had set aside. Currently, I continue to self-fund the business, serving as its sole employee. Every profit generated from a sale is reinvested directly into the company. While I strongly believe in manifesting success through positive affirmations, I must be transparent about the challenges involved in securing capital without resorting to loans or relinquishing partial control to an investor. I won’t surrender my faith in Safi and anticipate achieving greater financial flexibility in the future. Until then, I stand firmly.
Can you tell us about what’s worked well for you in terms of growing your clientele?
To be frank? Referrals and recommendations play a huge role. I’m fortunate to have fantastic supporters who actively share and engage with posts, provide reviews, tag friends, and stay loyal as customers. Additionally, I’ve distributed free products as gifts to potential customers, many of whom end up placing orders. In the spirit of giving back, I donate products to women in transitional housing, believing that everyone deserves to feel their best.
As part of my promotional efforts, I create videos and have future plans to invest in digital billboards and expand social media advertising.
Contact Info:
- Website: ShopSafi.page
- Instagram: @SafiSimply
- Facebook: https://www.facebook.com/SafiSimply