As the Chief Executive Officer (CEO) of Alkasim Gold Jewelries, Munir Alkasim, is always thinking of innovative ways to ensure his business not only stands out but also stands the test of time. In an alternate world, Munir, who is a First-Class graduate of Information System Security from Asia Pacific University, Kuala Lumpur, Malaysia, would be working a white-collar job. However, he made the decision to brave the odds of the business world, and since then, he has taken charge of the business. In this interview, he shares success tips and some of the biggest lessons he has learnt from the business.
I’m curious; how did you become the CEO of this brand?
The Alkasim Gold Jewelleries brand has a pretty interesting beginning, which precedes me. Over 30 years ago, my father, Alhaji Alkasim Usman, opened what would have been yet another jewellery shop in the city of Jos, but with sheer grit and what I’d only describe as genius, passion and an enterprising spirit, he grew the business beyond Plateau state, specifically with two shops in the state, and five in Abuja. The brand didn’t just grow overnight; it grew through years of hard work, which earned it a reputation for outstanding artistry and unique style.
Though I was born a little later, in September 1995, I grew up seeing the hard work and was inspired by it. I had academic dreams, which I have achieved. Having done that, it was a natural decision to take on the family business, and I have done so since then.
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You briefly mentioned academic qualifications. Can you tell us a bit more about that?
After my secondary education at Air Force Military School Jos, I moved to the United Arab Emirates (UAE) where I did my International Foundation Programme (IFP) at Middlesex University, Dubai. After that, I studied Information System Security Asia Pacific University, Kuala Lumpur, Malaysia, where I graduated with First Class honours.
You mentioned that Alkasim Gold Jewelries was established before you were born. How have you been able to fill your father’s shoes and manage a family brand as old as this?
I think it would be arrogant of me to say I have successfully been able to fill my father’s shoes, but I show up every day. It helps that I had a lot of time to understudy him. I watched my father growing up, and some basic principles which I learned from him still guide my moves. He is honest, loyal, and transparent with his customers, and so am I. He cares deeply about the business and the integrity of the brand, and I have imbibed the same in addition to modern patterns of doing certain things. I have also been helped by a major business value which many seem to ignore— healthy competition.
How would you describe your entrepreneurship journey?
I wouldn’t say I’ve had it easy. It’s been a learning curve.
That’s interesting. What do you think other young entrepreneurs can pick from your hardest learning?
I’ve had to overcome a number of hurdles in the course of running this business, but a major one that stands out to this day was drawing in new customers. It wasn’t much of a hassle continuing with returning customers; however, new ones, especially online customers, needed a bit more convincing, and I have been able to sort that out now. I’ve used technology to sort out a bulk of the issue, and I think young entrepreneurs dealing with the same problem of scepticism can do the same. They can, for instance, occasionally organise Instagram live streams to converse with customers. I have done this and it has paid off.
What other issues do young entrepreneurs in the jewellery business face, and how do you advise them to handle them?
One struggle I’ve noticed among young people is funding and mentorship. People who manage family businesses and brands may not grapple with this as much as those who are just starting out; however, it’s a huge problem that I’ve noticed among budding entrepreneurs. Another problem is the knowledge gap and the lack of solid leadership. Some young people do not have the right people to look up to, and that is a problem.
As far as advice and solutions are involved, my main advice would be on the second aspect— knowledge and leadership. I’d advise young people to find out the intricacies of this jewellery business by learning from reputable and trustworthy people. It’s important that they don’t skip the learning stage. This business is not like every other out there; following the steps will save one from so many avoidable problems. My advice on the first point (funding) is to the government.
CEO Alkasim Gold JewelriesHow so?
Some young people are passionate about this business, but the lack of access to funding has shattered their dreams.
What other ways do you think the government can help young entrepreneurs?
There are several, but some of the most important ones include learning opportunities, and I’m not only referring to those in the jewellery business. Young people interested in different areas of entrepreneurship should be provided with avenues and opportunities to learn.
Talent-focused programmes should also be organised to spotlight gifted and passionate young people who will then be funded or supported to make their dreams a reality.
That’s a good one.. You’ve spoken about young entrepreneurs generally; however, I’d like to pivot to young people running family businesses like yours. What’s one advice you’d give them
Bring something new to the table, something you’d be remembered by, and something that’ll make a real difference. It could be something unique from your course of study or from general observation. I, for instance, utilised modern technology in ways that weren’t being done before my arrival in the business. Through delivery services and social media marketing, I have introduced new and profitable additions that were not previously present.
I advise young people to do the same and to always be on the lookout for more innovative ways to improve their businesses. Just stand out.
That’s solid advice. What would you say makes Alkasim Gold Jewelries stand out?
We design most of our jewellery, which is what makes us stand out
I have already mentioned my penchant for innovation and moving with the times. This is an area I think has helped. I also have an eye for exquisite pieces of jewellery, which shows in the quality of my catalogue. Above all, we value our customers. And, I ensure they sense this in the way we serve them, in our offerings, and in how honest we are.
So I’d say the quality of our jewellery, their variety, and the value we place on our customers make us stand out.
You speak passionately about the business. However, I wonder if you ever feel out of pace in this line of work, considering your education and the honours with which you graduated?
Not at all. I don’t believe that every educated youth must end up in the corporate world, especially not with the job deficit problem we have in Nigeria now. I had no doubt I would have secured a job, but at the same time, I have always held the belief that the road to success isn’t linear. More than that, I have always wanted to be an employer of labour, not the other way around.
I have so many hopes, plans and dreams for this business, and I can’t wait for the world to see what Alkasim Gold jewelries will become soon.
What should people expect from the brand?
Expect more quality, expect expansion, and expect innovation. We keep expanding. Just early August, we have launched a new branch in Abuja as part of expansion drive, which is the fifth in the country’s capital. And more branches are underway.