When Rahanatu decided to turn her unconventional hobby into a business, she had no idea she’d become internet famous while running a multi-state business venture. But seven years later, this is exactly what has happened.
“I didn’t start my business out of passion. I’d been job hunting for five years and couldn’t secure one with my masters degree,” she said of her decision to start the business.
When deciding on what to name her business, she decided that she might as well call it what it is.
“I love burning incense, and I’ve been using it all my life. One day I said to myself, ‘Why not try selling incense?’. Incense means Turarenwuta in Hausa. My business name simply means incense by Ray.”
She Had No Money or Training
When Rahanatu started her business, she had an idea, a love for incense, but zero capital. It was a risky decision, as incense blends are handmade and require specialised knowledge.
“I didn’t start making it myself because I didn’t know how to. I started by taking goods on credit from my supplier, then repackaging and reselling. I would sell, pay her back and then keep the profit.”
As an excellent marketer, it didn’t take long for her to make enough profit to start her own business. She used the money she made to get training and started buying raw materials.
“I’ve never had investors, taken a loan or used money the business didn’t make. Anything my business has become today is as a result of discipline and learning.”
Then, she started paying herself a salary and reinvested the remaining profit into the business. In seven years, she’s grown a social media following of 180k people and opened branches across six states in northern Nigeria.
Wife, Mother and Incense-maker
Rahanatu started her business seven years into her marriage, running a home and a small business in a society that prioritises family.
“It has been incredibly difficult running a business and running a home with four children. I can’t imagine how much harder this would be without my husband’s support. I would have done it anyway, but it would have been more difficult.”
Her husband’s support means the world to her.
“Almost a year into my business, I applied for the NBC trade fair in Lagos. That was my second time in Lagos. Everyone thought I was crazy for taking myself to such a big platform barely a year into my business, and with something as unpopular as incense. Lagos is primarily populated by Yorubas who aren’t incense burners. They thought I had come to sell juju. Still, I was determined to go.’
Her husband, along with her eight-month-old baby, took the trip with her to Lagos. He did all the heavy lifting and ran her stall with her.
“We made it to the spotlight because I was the first northerner to attend the trade fair then.”
Juggling Marriage and Business
Being an entrepreneur himself, her husband understands what it takes to run a business.
“I would say I’m a very lucky woman to have my husband’s support. Spousal support of this nature where I’m from is rare.”
According to Rahanatu, the belief that northern Nigerian families are very conservative and prefer women to remain domestic is not far-fetched.
“In Islam, a typical woman is meant to be taken care of by her father or brother and then her husband. Whether or not you work, you are meant to be taken care of.”
Now, the narrative is changing, and more families are beginning to open up to the idea of financial independence for women.
“Nowadays, men don’t do the needful. Divorce rates are high, and even if he doesn’t divorce you, what happens when he only provides the basics, like food and a few pieces of clothing in a year? What happens to a woman’s other needs?”
Even though her husband supported her for the first six years of their marriage, he’s very invested in her growth as an entrepreneur.
“If he tells me to stop at this level, I don’t think I will but I’m sure that he won’t ask that of me.”
Still, she is cautious not to feed into the narrative that financial independence means neglecting her home. To her, family comes first.
“My business has never created friction in the household. I didn’t let my success take away his rights over me as a husband.”
What Fame Means for Her
Being a married, successful business owner means Rahmat is treated with a lot more respect by everyone else.
“Yes, money stops nonsense, but I also respect myself on social media and my customers.”
She doesn’t let her status change affect how she relates to family and friends. She’s still, in many ways, the same person. Her favourite part of running her business is her relationship with her clients, mostly women.
“They have full access to me and they treat me like an extended family member.”
But Rahanatu is only getting started. Her goal is to make Turarenwuta by Ray a household name.
The Future
Rahanatu is passionate about entrepreneurship, and her business coaching platform – Ray’s Business Lab. In a short time, it’s become the go-to platform for women-run small enterprises in northern Nigeria.
While she recognises that it is incredibly difficult to build a business, Rahanatu tells married young women that there’s always a way.
“Think of sabotaging husbands the same way you would think of a business challenge. You find a way to mitigate the sabotage and ensure it doesn’t happen again.”
Rahantu’s story is evidence that no woman has to choose between success and a family when she can have both.
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