Inside Story: Purple Swirl

Mariam Abdulrahim, the founder of Purple Swirl Cafe, Purple Patchouli Botique and Salon, Blow Dry Bar & On The Glow talks to Startup Bahrain about her beginnings, challenges, hopes, and dreams.

I’m a Bahraini entrepreneur inspired by the service-oriented businesses available abroad. I aim to provide world class service offerings across the GCC. Shortly after moving back from Los Angeles after graduating, I discovered the need for raising the bar in the services market in Bahrain. It was then when I started to do market research to figure out how I can capitalize on my willingness to establish my business.

In 2008, I started doing some research on the salon and spa market in Bahrain only to find out that it lacks and needs businesses that provide original and refined services in a warm and welcoming environment that evokes a “get away” feel for all clientele. In line with that thinking, I studied how I can infuse that need with women’s fashion-oriented desires. This has resulted with today’s three year old Purple Patchouli Boutique and Salon, “Where Beauty Meets Fashion”.

While establishing Purple Patchouli, I realized the fast growing trend of frozen yogurt across the globe. With the uprising of the large froyo corporates such as Pink Berry and Yogurtland, it was clear that people were substituting sweet tooth cravings with something that is healthy and topped with fresh fruits, providing all the necessary vitamins and anti-oxidant requirements. I researched available franchises that provide similar concepts only to decide upon studying my findings that I wanted to instate my own presence, with no restrictions on the source of my ingredients. Suppliers from all around the world where assessed, leading to the creation of a yogurt menu that people in Bahrain favor far more than all other competitors.

I’m a Bahraini entrepreneur inspired by the service-oriented businesses available abroad. I aim to provide world class service offerings across the GCC. Shortly after moving back from Los Angeles after graduating, I discovered the need for raising the bar in the services market in Bahrain. It was then when I started to do market research to figure out how I can capitalize on my willingness to establish my business.

In 2008, I started doing some research on the salon and spa market in Bahrain only to find out that it lacks and needs businesses that provide original and refined services in a warm and welcoming environment that evokes a “get away” feel for all clientele. In line with that thinking, I studied how I can infuse that need with women’s fashion-oriented desires. This has resulted with today’s three year old Purple Patchouli Boutique and Salon, “Where Beauty Meets Fashion”.

While establishing Purple Patchouli, I realized the fast growing trend of frozen yogurt across the globe. With the uprising of the large froyo corporates such as Pink Berry and Yogurtland, it was clear that people were substituting sweet tooth cravings with something that is healthy and topped with fresh fruits, providing all the necessary vitamins and anti-oxidant requirements. I researched available franchises that provide similar concepts only to decide upon studying my findings that I wanted to instate my own presence, with no restrictions on the source of my ingredients. Suppliers from all around the world where assessed, leading to the creation of a yogurt menu that people in Bahrain favor far more than all other competitors.

When I thought of opening Purple Swirl, I never had any prior experience, knowledge or expertise in Frozen Yogurt or managing any kind of business. Making the decision in itself was a very big challenge. There were people who would laugh at my idea but I had my family’s support. I could’ve easily taken a franchisee and spared myself all the Research and Development required. But I ended up spending a good 2-3 years visiting various places, meeting people and exchanging ideas about this business while conducting an in depth research on the different machines and products. After a lot of trial and error, we opened our first café in Al Aali Mall. It was a great sense of achievement and I was delighted with the kind of response Purple Swirl received. Unfortunately, a few months after the opening the political turmoil commenced. It was only because of our fans and regulars that we opened a new branch in Amwaj, then Riffa and most recently, in Saar.

Why did you choose to get into frozen yogurt?

When I was studying in LA, I was a big fan of Frozen yogurt. I would often skip meals for a huge serving of healthy froyo, which helped me lose weight without harming my health. When I came back to Bahrain, that particular quality and  standard of froyo and service was missing. I recognized the need for raising the bar in the services market in Bahrain, which instigated my research on how I can capitalize on my willingness to create businesses then harness them into income generating assets. This is when I decided to establish my own froyo café.

In Bahrain, many businessmen would go grab a franchise and set it up here. What made you take a different route?

Initially I did think of buying a franchise but the freedom of doing your own thing, the challenge of breaking the norms was missing. Also the cost involved was very high. Then there was the crazy idea of creating something that can be called “Proudly made in Bahrain”. Every big brand had its first time, every success story had its humble beginningso I thought why not me!

What did it take to create the whole concept from scratch and how did you acquire the knowledge needed?

The human fear of failing always lingers at the back of your mind. I had to overcome that fear in order to make the decision to start a new concept. We researched for almost 2 years on product & machinery as we visited many trade fairs around the world. The trial and error method was used to develop the product as we involved lot of people for feedback.

We’ve seen how Riffa has slowly became an entrepreneurs first choice to do business in. Why did you and why do you think other businesses are interested in Riffa?

A lot of people have moved to Riffa since the political turmoil hit the country as it’s perceived as one of the safest areas in Bahrain. It has always been a place of affluents with a large number of expats, leading to higher spendings in that area.

Does Purple Swirl have a secret recipe or way of doing things? What makes you different from its competitors?

Yes indeed we have our own secret recipes. We stand out due to our product, staff and the concept of self-serve-pay by weight. Also when we did a lot of trial, we had involved a lot of our friends for feedback which had helped us tweak the flavours as per the likings of the Middle East crowd.

We know you’re expanded very well in Bahrain since you started. Tell us about your regional/international expansion plans.

We are currently present in 4 locations in Bahrain, Amwaj, Riffa, Seef and Saar. We have shortlisted 3 more locations in Bahrain. We had a lot of inquiries for franchising opportunities in Saudi, Dubai & India. We plan to manage Bahrain ourselves. Due to the absence of any agency in Bahrain, we are working on our franchisee module along with an esteemed international consultancy.  When we are ready with it we will roll out in other countries.

We can’t imagine how difficult it must be managing several branches locally. How will you manage branches abroad and maintain quality after going overseas? 

That was our biggest concern, which is why we decided to work with an esteemed consultancy agency that has experience in franchise operations for over 25 years around the world.

Your competitors have a more traditional model when it comes to ordering. Why did you adopt a model whereby your customers serve themselves, add their own toppings, then pay?

Mainly two reasons: We wanted to give our guests the freedom of choice and we wanted to stand out as we provide something relatively unique.

What are or were your biggest challenges?

Initially the startup concept was a big challenge, and getting the right people with the right attitude and training them was another taxing ordeal. The Bahrain market is small but very competitive. Many competitors have come only to shut their shops while others tried to copy us. The political situation in the country also affects the business. Maintaining the set standards and attempting to evolve in such a scenario creates a big challenge.

What do you think of entrepreneurship in Bahrain? What needs further development?

I have seen many Bahrainis enthusiastic of have opened their own businesses or aspire to open their own business which is a very good sign. The government also assists a lot through Tamkeen. But in the majority of cases, the technical expertise required through technical institutes is missing in our country. We still depend on skilled labours from foreign countries.

Very recently, I attended the Franchise Entrepreneur Forum as a guest speaker. A lot of people shared the same concern of having local programs which supports and promotes Bahraini based businesses aspiring to be franchisor.

Do you think Bahrain helps nurture small businesses?

To some extent, yes. Since Bahrain is a cosmopolitan country with people from all over the world, the majority follow western brands. Notwithstanding, I have seen many “Made in Bahrain” concepts getting great support and they are flourishing well. One just needs to catch the pulse of the crowd. As mentioned earlier, the Bahrain Government lends a helping hand through Tamkeen.

Many people argue about the flat support schemes offered through Tamkeen. Or, for example, a Bahraini concept like Purple Swirl gets the same type of support as a trading business selling products from China, any thought on that ? I have never heard of any country assisting with so many financial grants for all the local businesses in their country. So what Bahrain government is doing is actually a very big favour on small startups.

How did you fund your business?

At the initial stages, due to it being a new concept, the quickest way to get matters moving was to self-finance entirely through equity. Further to that, we also made use of some support programs offered through Tamkeen’s EDSA programs. Moving forward, now that the business is experiencing a solid and evolving track record, we plan on securing debt financing in line with the additional growth plans.

Where do you see Purple Swirl in the next five years?

We have already established ourselves in Bahrain, we would like to capture the whole of the Middle East and India, which is again a big market. We are also developing packed Froyo concept which should be available across the counter in esteemed supermarkets across many countries.

Did you choose to be an entrepreneur or did it happen by coincidence?

It happened by choice. I never liked the idea of sticking to a routine mundane job. I’ve always wanted to challenge myself, break norms and create something which I can proudly say is mine.

Being an entrepreneur requires a lot of dedication, how do you balance this dedication with your personal and family life.

Having right and dedicated people working for you helps a lot to balance your business. When work gets hectic, my family has been very supportive to assist me on the personal front.

 

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