In this 2Inspire Business Profile we meet Catherine Yaa Arhin the founder of Arhinamah and find out about this wonderfully creative and successful luxury interiors brand. This interview is a must-read for all of you who believe in your ideas and your dreams! Catherine's story is sure to inspire you!
Please tell
us what is a typical business day for you?
Arhinarmah (pronounced AH – HIN – ARM – AH) is an
independent London based label which creates luxury pieces of furniture and
soft furnishing items with an African accent.
I set my business up in April 2013 so it’s still in
its infancy. At this point I can hand on heart say that no two days are the
same. Sometimes my schedule is taxing, it’s almost always punishing – but I
wouldn’t have it any other way. The
ability to dictate my own schedule and the variety that my role brings is a
definite plus but more importantly, as a ‘creative’ having the ability to
‘create’ beautiful pieces and bring my imagination to fruition is what really drives
me.
My day normally starts at 9.00am with a double soya
cappuccino, (I know, I should really kick the habit). I check emails, the
performance over Arhinarmah’s social media accounts and make follow up calls
around this time. If any orders have been placed a member of the team will
arrange for the goods to be packaged and sent out.
Using yesterday as an example, I travelled to Waterloo
to meet one of our stockists and introduce her to some of the cushions from our
new collection over lunch. Cultivating good relationships with all my vendors
is a large component of the job.
Around 1pm, I headed to our studio in North West
London (where we produce most of our images). I spent a few hours there with
our photographer trying to perfect them. Quality is everything to me; having
consistency across the brand and everything that I put out to the public is
very important to me. This transcends from first contact, through our website, right
down to the speed in which we deliver.
On leaving the studio, (with just enough time for a
sarnie on the way home), it was 7pm when I got back. I spent an hour or so
doing homework with my son and fixed him a meal for the following day (gotta
look after number one). I held a late conference call with two members of my
team where we discussed events that we’re interested in participating in and our
strategic plan for the next 3 months. If I wasn’t on the call I would have been
conceptualising new products, engaging with our followers on social media or
looking up potential stockists. It’s never ending!
What made you start the business and how did you
get started?
I’d spent over 10 years working in the city in a
variety of roles. I had firsthand experience in everything from marketing,
public speaking, project management, team building, HR and recruitment. I spent
many years shadowing CEOs, Directors and Board level committees in companies
that ranged from FTSE 100 to small start ups. I excelled in each of my roles and
to a large extent was pretty comfortable. In Board meetings I was often the
only female (definitely the only black female in the room) but this never fazed
me at all. I have always exercised my right to have an opinion and was always
valued for my observations and contributions.
When I hit 30, I realised I didn’t want to be
‘comfortable’ anymore. I’ve lost count of the number of times colleagues and
managers urged me to apply for The Apprentice. I knew I wanted to utilise the
business skills that I had gained while working in the city. At the same time I’ve
always been creative and I wanted to go back and explore this aspect of my
character.
Being of Ghanaian descent (born and bred in the
UK), I wanted to create a label that reflected both sides of my heritage. Arhinarmah
exists to fuse African fabrics and symbols with the quality and workmanship
that’s synonymous with British craftsmanship and design.
As a child, one of my greatest role models was my
Grandfather. His name was Joseph C Armah and he was employed as a Barrister at
Ghana’s High Court. Quality was everything to him. He was a man who everyone held
in high regard, at the time of passing he had built up a nice little empire for
himself. I recently received copies of his will and found he had several
properties, numerous plots of land in and around of Accra and a stake in two
companies. He held shares and bonds – and he built this all up between the
1950‘s to 1970’s.
I remember staying at his main house in the centre
of Accra as a child, which was a 4 storey building (virtually unheard of back
then). I can vividly remember the custom leather furniture in his living room,
the marble flooring, the pieces he had imported in from all around the world –
and I knew I wanted to create something in his honour. With my granddad in
mind, Arhin (my surname) Armah (his surname) was born.
What would you say has been your greatest
accomplishment in the business world to date?
Receiving the Blue Butterfly mark by Award winning
organisation Positive Luxury. We sit alongside established luxury brands such
as Balenciaga, Valentino and Boucheron on account of our ethics in business
which is fantastic. Check us out under brands at: http://www.positiveluxury.com/brands/
Secondly, I was approached by three separate
investors within the first 3 months of the business going live. Again, I think
this is a testament to the brand and the fact that people are becoming more
open minded to inviting ethnicity into their lives, be it through fashion, food
or accessories. It’s a beautiful thing.
What has been your biggest
challenge in business so far?
Spreading myself too thin. I have a
fantastic team working with me, and I also employ several contractors however,
as the ‘creative genius’ behind the brand I’m still involved in every aspect of
the business. With Arhinarmah expanding at the rate that it is, delegation is
becoming the rule – there literally aren’t enough hours in the day for me to do
everything that I’d like.
In addition to my business I’m also a
mother & fiancée. Chuck in the workaholic aspect of my personality and you
wonder how I manage to apportion enough of my time to everyone. It’s a delicate juggling act and a challenge
to say the least.
What are your future plans for the
business?
I don’t want to divulge too much at
this stage – but the future’s looking very bright.
We’re about to launch a range of
customised furniture which will include chaise lounges, free standing armchairs
and custom dining room furniture.
Much of our focus for the remainder of
the year is on the delivery and development of our signature line. You can
visit us on Facebook (Arhinarmah.London), Instagram (arhinarmah), Twitter
(@arhinarmah) or Pinterest (arhinarmah). If you love what we do these platforms
are a good way to stay abreast of our latest developments.
If you had to do it all over
again, what would you do differently?
Nothing. It was the right time for me.
Any earlier and I was too comfortable. Any later and I might never have done
it. Every day is a blessing, I’m living the life I was supposed to and I’m
doing something I love. I’m pretty sure JC Armah is looking down on me with
pride right now.
Why is it so important to inspire
young women in particular to follow their dreams?
As women we’re conditioned to believe
that our primary function is to be a carer. We naturally assume responsibility
for caring for our children, our partners, our friends and our relatives. While
this is admirable there comes a time in our lives when we sit back and assess our
pasts and look at what we’ve done for ourselves. When the kids have up and
flown the nest, women often find themselves looking back in regret on dreams
that they pushed aside on account of their families.
I believe everyone has the power to
shape their own destiny and fulfil their potential. All too often we forget
about following our dreams and later on live to regret it, women more so than
men so take your life in both hands and carve out the future you deserve for
yourself. Don’t let anyone or anything hold you back.
What advice would you give to
somebody who wants to start a business in your industry?
Do your research - it’s a tough
industry so understand that you’ll need to be in it for the long haul (and not
necessarily to make a quick buck). Secondly, ensure you’ve clarified what it is
about you that makes you different from everyone else.
What or who inspires you in business
and why?
Brand wise I’m inspired by London based
House of Hackney, Versace Home and Missoni.
Personality wise my grandfather,
Deborah Meadon and Peter Jones. In terms of
innovation – Anita Quansah. There are several Directors and CEOs that
I’ve worked with over the years who have definitely helped to shape my
personality by believing in me and putting me in positions of responsibility. I
won’t do shout out’s here but they know who they are.
What is your favourite inspirational quote?
‘It’s better to fail in originality than succeed in
imitation’
