Young entrepreneur and founder of Phenomenal by Maryam, Maryam Barwa, has said entrepreneurs who build businesses with the sole aim of making money are likely to fail, stressing that sustainable success comes from purpose, patience and creating value for customers.
Barwa made the remarks while appearing as a guest on Spotlight On on S24 Television, Abuja, where she shared her entrepreneurial journey, the realities of building a business in Northern Nigeria, and the challenges confronting young women in business.
At just 25 years old, Barwa has established Phenomenal by Maryam, a beauty and haircare brand that has gained a growing customer base through products focused on healthy hair and women’s self-care.
Reflecting on her journey, she said entrepreneurship was a deliberate decision rather than a path influenced by her family’s background.
Despite having a father who is a politician and a mother who is a legal practitioner, she said she intentionally chose business because of her passion for fashion, beauty and entrepreneurship.
“I did not start this business because I wanted to chase money. When you chase money and success alone, you will eventually fail. Building a business requires purpose beyond profit,” she said.
According to her, the vision behind Phenomenal by Maryam extends beyond selling products to creating lasting value and empowering women through entrepreneurship.
Building a Brand Comes With Difficulties
Barwa admitted that growing a business from scratch has not been easy.
She recalled struggling to make sales in the early stages while working tirelessly to convince customers to trust a new brand.
She added that negative comments and criticism on social media can be discouraging, particularly for young entrepreneurs trying to establish credibility.
“There are times when you struggle to make sales. Sometimes social media backlash makes you feel bad and even lose confidence in your business,” she said.
Despite these setbacks, she credited God for sustaining her business and helping her remain focused on her long-term vision.
“Allah has been supporting me throughout this journey,” she added.
Challenging Stereotypes About Women in Business
Barwa also addressed stereotypes often directed at successful female entrepreneurs.
She said many people wrongly assume that women who build profitable businesses must have wealthy individuals secretly financing them.
According to her, such assumptions undermine the hard work, sacrifice and dedication many women invest in building successful enterprises.
“People should stop believing that whenever a woman is making money, someone must be bankrolling her business. That is simply not true,” she said.
She noted that these stereotypes often discourage women while exposing them to unnecessary criticism and online attacks.
Northern Women Can Build Successful Businesses
Speaking on entrepreneurship in Northern Nigeria, Barwa acknowledged that establishing a successful business in the region comes with unique challenges.
However, she expressed optimism that a new generation of entrepreneurs is changing the narrative.
She observed that women from the region are still underrepresented in leadership positions and major economic sectors but expressed confidence that young entrepreneurs will continue breaking those barriers.
“We must move beyond the mindset that women should only depend on others. That is no longer enough,” she said.
She encouraged young girls and women to embrace entrepreneurship, acquire practical skills and build businesses capable of meeting their personal and financial needs.
Small Businesses Need Better Support
Barwa also highlighted the impact of government policies on small businesses, saying some regulations create additional difficulties for entrepreneurs trying to grow.
Despite these obstacles, she urged business owners not to lose hope or become discouraged by slow growth or low patronage.
She advised entrepreneurs to remain patient, continue improving their products and invest in marketing to increase public awareness.
“Don’t be discouraged because people are not buying immediately. Build confidence in your business, put yourself out there and eventually people will notice your brand,” she said.
According to her, sustainable businesses are built gradually rather than through overnight success.
Education Remains the Greatest Investment
Beyond entrepreneurship, Barwa stressed the importance of education, describing it as one of the most powerful tools for social mobility.
She encouraged young Nigerians never to stop learning, regardless of their career path.
“Education is the only tool that can make the child of a peasant farmer become someone celebrated tomorrow,” she said.
She noted that continuous learning helps entrepreneurs adapt to changing markets and make better business decisions.
Developing a Thick Skin
The entrepreneur also advised women in business to develop resilience, especially when dealing with criticism on social media.
She acknowledged that online platforms can expose entrepreneurs to harsh comments but argued that resilience is essential for long-term success.
“Women in business need to grow a thick skin if they want to excel,” she said.
She encouraged entrepreneurs not to rely solely on social media but to actively engage customers offline through networking, exhibitions and direct community engagement.
According to her, businesses become stronger when their reputation extends beyond digital platforms.
Parents Should Support Young Entrepreneurs
Barwa appealed to parents to encourage young people pursuing entrepreneurship, particularly after marriage.
She said family support can significantly improve an entrepreneur’s confidence and chances of success.
She also encouraged business owners to remain open to constructive criticism and embrace suggestions that can improve their products and services.
“Business owners should accept constructive criticism and always be willing to learn,” she advised.
Social Media Should Be Used Positively
While acknowledging the challenges associated with social media, Barwa described digital platforms as powerful marketing tools capable of connecting businesses with customers across Nigeria, Africa and the wider world.
She urged entrepreneurs to use social media responsibly to promote their businesses and share positive messages.
“Your audience on social media is beyond Nigeria and Africa. Use the platform positively,” she said.
According to her, genuine success comes with pressure, but entrepreneurs should remain patient because meaningful growth requires time.
She concluded by reminding aspiring business owners that success should not be measured only by financial gain.
“Success is not all about money. Business is about building trust in your products and earning the confidence of your customers,” Barwa said.
