Women Entrepreneurs- Essentials by Deejah

Women Entrepreneurs Arena is a page established with the sole intention of inspiring and motivating as many women as possible that are thinking of starting their own businesses. It is a motivational tool for women towards achieving success in their businesses

Today, permit me to crush on a powerful woman of substance. A woman that fight against all odds to achieve success.

Join me in this interview session with the C.EO of Essentials by Deejah in person of Mrs Abdukareem Zulfah Jumoke

  1. Please introduce yourself and your business.

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My name is Abdukareem Zulfah Jumoke , a mother, lecturer and an hustlepreneur. My business Essentials by Dijah, which is a mother company for two brands: Deejah Essentials and Deejah Skincare.

Deejah Essentials is a one stop online fashion store for apparels such as shoes, bags, wristwatches, instant hijabs etc. While Deejah skincare is an organic natural/skincare that help people achieve an healthy glowing skin through natural, holistic, safe and effective means.

  1. What inspired you to start working from home/Office? Did anyone in particular inspire you?

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Deejah skincare officially is a baby (2 months old) while deejah Essentials is a  year plus. What really inspired me into selling fashion items was my love for good stuff, as in unique and quality apparels. I am unapologetic shopaholic and I love taking pictures. So when I go shopping, I snap pictures and upload on my status for the fun of it. However with time,  I see family and friends signify  interest. “oh Zhulf, I need this “ I want that, buy it for me while coming” so I started buying for them at no profit. After a while, my brother advised I take it to the next level by channeling my ever presence online into something profiting. In his words, “make something out of your hobby”. I have this flawless skin growing up, however, puberty sets in and I started having troubles with acne (black heads, dark spots and pimples) and I battled it almost all my life since I was a teenager ( I am in my late 20s now) a lot of people in my shoes hide behind foundation, but I wasn’t just the make-up type, I love my face bare for fresh air but it was shattering my self-confidence.

I resulted to trying all sorts of over the counter products, visits upon visits to dermatologist and lots of unheard things like washing the face with early morning urine with little to no result in most cases. However, the fear of cancer is the beginning of wisdom for me, I lost a dear one to it with little known cause of this disease, I just can’t but be careful and soft pedal. Though, affecting my self esteem, I just wouldn’t settle for any how product, health first. So sometimes in 2014, I decided I have had enough and I started my research and the first step I took was appreciating and loving myself the way I was while working on achieving the skin I wanted, followed by identifying the root cause and how to address it then, the topical treatment started. In the bid to counter this impediment, consciously my journey in skincare began. I started learning, relearning, researching and I registered for training on skincare. In my quest, I discovered lots of goodies mother earth has gifted us with and I decided to take the route less taken and achieve a glowing skin and holistic body wellness by  reconnecting with nature by exploring the power of herbs, oils, seeds, fruits and other natural and organic nourishing ingredients. And before long, I started getting the accolades, the patience and consistency began to yield positive results…Smiles. And that birthed Deejah skincare

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  1. Is your family supportive of you being a working mother or a mompreneur?

My family are very supportive, they have been of tremendous help to me. My family has been my push.

  1. What are the main challenges you face as a mompreneur?

Truth be told, it has been a walk in the park for me. Because of the nature of my work. I am most time on the move. I have to wake up very early ( a typical Zulfah before motherhood was heavy sleeper, I don’t joke with my sleep, but you don’t get anything done by sleeping, so it’s one big sacrifice I had to make) once I am up, I keep up the hustle. My main challenge was, it murdered my sleep

  1. Describe a typical working day. Are there specific times in the day that you work on your business?

My typical working day is from dawn till dusk (from attending to my family, work, sourcing, taking orders, to sorting, packing, formulating and deliveries.) I work on my page everyday of the week, since it’s online when I first started. However, after a while, I took Sunday off to rejuvenate and enable me plan adequately for a new week.

  1. What makes Your Business different from your competitors?

I am my own competitor, an innovator, always striving to do better. I ensure value is given for every penny spent on my customers pain and needs and I make sure I deliver. Intergrity is germane, so I don’t compromise.

  1. what helps keep you motivated?

My “why’ keeps me motivated. Personally, failure is not an option for me. At times when the sea seems turbulent, I just have to keep pushing because no excuse is good enough. I have accountability partners, that help keep me on track.

  1. Where would you like to see your business in the future?

Essentials by Deejah, is going to go beyond an online store to having a physical presence, spreading her tentacles beyond Nigeria, being one of the top brands around and empowering people.

  1. What advice would you give to upcoming mompreneurs?

My advice to upcoming mompreneurs/entrepreneurs is to believe in yourself, dare to succeed. It’s not enough that people believe in you and you still have doubts about yourself. Face your fear, take action and “BELIEVE”


Great advice! How do you see our amazing interview session with the CEO of Essentials by Deejah? We hope you have gained one or two things from this motivational and interesting session that can aid you in your entrepreneurship journey too. Do share your taught with us in the comment session.


If you would love to showcase your business by having an interview session with us do contact us at admin@entrepreneurmuslimmoms.com or whatsapp +2348163247809

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