Tumi Deane Makhu: Start With What You Have And Grow From There
Tumi Deane Makhu is an entrepreneur in the bridal wear business and she runs the rapidly growing company called Diamond Love Bridal. This is an exclusive bridal couture store, aimed at the bride-to-be who looks for personalised service with a touch of sophistication & elegance. While it can be incredibly rewarding, running a business is hard and can be very stressful at times. Over the years Tumi has learnt many business lessons that have helped her grow the business. So, to those aspiring to enter this industry, Tumi's story can serve as a testament to hard work and relentless creativity. Read about how she discovered the gap in the market, how she got to where she is today and what she does constantly to be on the cutting edge of growth.
What was the motivation/inspiration to open a bridal store ? How did it all start?
Nine years ago, when I was getting married, I struggled to find my dream wedding dress despite scouring different bridal stores. No one took the time to understand my needs, educate me about the various dress styles, and to make me feel extra special. Every store I visited just wanted to sell me a dress. I ended up purchasing a beautiful imported gown in Pretoria. No one asked about my shoes, which almost led to a disaster on the wedding day. My dress was long and my shoes had crystals that hooked on the dress when I was walking, and I almost fell walking down the aisle. A total disaster. Why, because no one bothered to educate and empower me to be isle perfect ready. I wanted to change that story and offer women knowledge and a beautiful journey for their wedding.
What do you appreciate the most about being an entrepreneur?
I am free! I get to write my own life story. I have the option to be broke or rich. I travel and I own my time.
Do you have any mentors and why are they essential in your life?
I don’t have a specific mentor, but I buy a lot of online courses from dynamic women, and I follow their lead. There is a lot of free information and coaching out there. All you need to do is to be open to learning. My current favourite dynamic woman is Gina De Vee.
What is it that makes Diamond Love Bridal so successful in an area inundated with bridal salons?
The Bridal industry is not easy at all. I invest in my business, and it shows on our bottom line. We choose quality products, continuously train our staff, and travel to international shows and exhibitions to learn about the latest trends in the market. We keep our stock and designs relevant to what the customers need, and we offer our brides more than a dress. We are also the founders of the Miss to Mrs Bridal Experience event, which aims to empower and educate women on their journey to marriage.
What products and service do you offer your customers that have helped you stand above the competition?
Quality is king. Don’t take short cuts when it comes to quality products. It’s a small world and people talk. We import all our products. I only work with top brands and designers globally. I also listen to what the customers need and want.
Becoming an entrepreneur can be challenging and you deal with lots of insecurities. How do you tame the inner critic and focus on your growth?
We all feel insecure at times. You just need to be patient with your progress. Also, don’t compare yourself to other people too much. Own your journey but learn from others. Don’t compare but learn from them.
Your business has developed quite a following. Can you tell us a little bit about marketing your business? How did you spread the word?
Two years ago, I invested in a course to learn about social media. I use those skills to help market the bridal shop. I also learned that you need to spend money to make money. Many entrepreneurs don’t like spending money on marketing. And that is one of the reasons for killing their business. Even during tough times, you need to continue marketing your business and engaging with your target audience. Paid advertising works as well as word of mouth and referrals.
Most small businesses need time to turn a profit. What was your plan for the uncertainties of opening a business?
In the first three years, don’t concentrate on profit, rather focus on growth, and make sure that systems are in place. It’s not easy, but business is not always about profits only. You almost need to work the business for sometime before it yields the desired profits.
You’re both the creative and the business head of your company. How do you balance your time between the two?
I book off Fridays in my diary for all the creative and strategic work that's needs to be . I choose a relaxed environment like a pretty luxury hotel or restaurant, with some bubbly in hand to work. I always come back with inspiration and new systems to implement.
How do you measure progress? How do you know that you’re on the right track as company?
I constantly ask question and opinions from others. Even family and friends give me allot of input.You need to reach out and network so you can get value and input from others.
How do you deal with the boring parts of your job?
Nothing is boring because I OWN it all. I have to make it work. When you are an entrepreneur, you can’t afford to be bored.
With the current economy in a slump, what cost saving tips would you have for a new entrepreneurs?
Don’t borrow too much money from the banks. Start with what you have and grow from there. If you start with a lot of debt, you will feel disempowered by it, and you will not enjoy the process of growing and maintaining a new business. Read all the terms and conditions of any contract you sign. Make sure you know what you are signing.
What would you want women to know about being a small business owner/lady boss?
It’s tough. It’s hard. You need to work on yourself first before the business. Know who you are and what you are about. You need to connect with your inner feminine power and allow that to be your driving force. Learn as much as possible. Stay connected to your business because when all fails, people will look at you alone. If you can, try and save money. Build a personal brand with integrity.
How do you fit in self-care, seeing friends, and staying connected to yourself outside of your professional identity?
I love myself too much not to put me first. I have always been selfish about my space, my aura, etc. I pray, exercise, read, and listen to a lot of audiobooks on empowerment and personal growth. I don’t have a big circle of friends. My husband is my best friend, and I have other friends outside of the family. I travel a lot overseas to open up my mind. I do the things I love, and I don’t compromise on my time. I have also learned to say NO and be OK with it.
If you are looking to hire or purchase your wedding gown, call them on 083 327 7389 or
Email: info@diamondlovebridal.co.za.
You can also connect with them via Twitter, Facebook and Instagram.
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