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This award validates us in being the Caribbean’s number one exporter.
It opens doors for you, as we have gone back into Cuba and distributors
who were not interested at first are now, because they recognise that our
product is outstanding and the rest of the world knows it.
Jenique Belgrave, is a Columnist and Journalist with the Barbados Advocate and holds a MSc. in Applied Psychology.
was able to not only get into SouthernCalifornia,
but to break into the ultra-elite Beverly Hills
market and become the exclusivemake-up brand
for several high-end salons.
As he reflected on the reasons for his success, the
tireless businessman was also forthright about
his mistakes, holding a strong belief that they all
served as lessons.
“I made every mistake in the book, but I never
made the same one twice. In the Caribbean
and some Latin American countries we like our
bold, vibrant colours, so we thought all of Latin
America would be the same, not realising the
conservativeness of Chile and Argentina. We
launched and immediately had to tone it down.”
In offering advice to those looking to export, he
warned that the decision should be based on the
ability to compete at all levels.
“It is not about being cheap and exporting a cheap
product, because somebody lower will come
along. You position your brand and outperform
by competing in terms of quality, customer service
and overall performance. Build a niche brand that
can bemarketed anywhere in the world,”Maharaj
said.
Not prepared to rest on its laurels, the company
added yet another title to its ever-expanding list
of achievements, winning Caribbean Export’s
inaugural Caribbean Exporter of the Year award
in April 2015. It’s an accolade clearly indicating
to potential distributors the company’s strengths
and victories as it rose from humble beginnings
more than three decades ago. “This award validates
us in being the Caribbean’s number one exporter.
It opens doors for you, as we have gone back into
Cuba and distributors who were not interested
at first are now, because they recognise that our
product is outstanding and the rest of the world
knows it,” Maharaj said proudly.
The family-ownedbusiness nowhas 140 employees
and has raised the bar, yet again, by becoming
the world’s first cosmetics company with Halaal
certification. Despite the market challenges that
may spring up from time to time, Sacha Cosmetics
remains committed to leaving its indelible beauty
mark across the globe, one exotic face at a time.
Exporters’ Insights
www.carib-export.com119