Hello!
Mijn naam is Ruth Deruddere, 47 jaar, CEO/owner van MONAI. Ik ben mijn bedrijf gestart in 2005 (yes, volgend jaar 20 jaar!) met echt zero ervaring in ondernemerschap.
Vraag jij je ook af hoe ik aan dit avontuur ben begonnen?
In 1998, I graduated in 'Secretarial & Languages' and went to work on July 1 straight from school at my then internship site, a notary's office. I immediately started night school 'Law in the Notary's Office' and in this way I managed to work my way up over the years from administrative assistant to file manager of sales, credits and divorces.
After finishing that evening study, I had a taste for studying and chose a new focus: the beauty sector. I took a course in color consultancy, makeup, updos (the last one I didn't know how to do) and in 2002 I took a course in nail styling. I immediately had a taste for it...this is so much fun to do!
After a while the doubts hit me; I really liked working at the notary's office, I had great colleagues, but I couldn't see myself spending the rest of my life handling files. I wanted to take a new path, run my own nail salon, but the fear of becoming self-employed put me off.
After much deliberation, and with the support of my dear husband, passion finally won out and on June 1, 2005, I took the big step into entrepreneurship. I founded my company, then called Ztar Nailz & Cozmeticz (why I chose such a complicated spelling, I really don't remember but from the beginning it was clear that I wanted to do more than just nails). I got the opportunity to take over an existing nail studio with 'wholesale' business called MiYoshi Belgium, and I took the plunge right away.
What I didn't know then...was that entrepreneurship doesn't come naturally. Back then, social media was just in its infancy. There was no Facebook or Instagram yet so that was very different entrepreneurship than it is now. I had to place 'old fashion' ads in the Elite or the Bode van Schoten (one of those local advertising brochures), hand out flyers and wait and see.
At the time I thought I had won the big ticket but quite honestly ... the first month one customer came over! One customer and she bought a nail file for less than one euro (0.99 cents to be exact)! I then called my husband in tears because I was so happy that finally a customer had come by.
Those first 2 years were really tough anyway, like 'survival mode on'! To gain brand awareness, I decided to participate in fairs. I also participated in competitions at home and abroad (and won 1st place several times). By training for these competitions, I also learned to hone my own techniques and, in addition to selling nail products, I decided to pass on my knowledge so I could help budding nail stylists get their dream.
The combination of all this clearly paid off and in 2012 I moved to a larger location in Wijnegem.
I then decided to get rid of the name MiYoshi - which was actually the brand name of the products I was distributing at the time - and choose to have my own identity. From the very beginning, my dream was to do more than just nails and distribute the accompanying products....MOre than NAIls.... and thus MONAI was born.
I grew and grew, expanded with several nail brands under one roof, and also made some important decisions including passing my nail studio to my sister so I could further concentrate on teaching and distributing products. All these additional brands had another big advantage...more knowledge. Knowledge about the products, the process, the chemistry.... I devoured all this information and all the trainings and thus became International Educator for the Light Elegance brand.
In 2017, I moved to my current location in Wijnegem, Vosveld 4A. In addition to nail products, I now distribute products for lash elevator, brow elevator, hair removal, pedicure, manicure and have a hefty multi-brand Beauty Store & Academy under one roof. Mission accomplished... MONAI has definitely become more than nails.
Next year I will celebrate my 20th anniversary. What a milestone! It has been a road of trial and error, with tears of sadness and of happiness. I am not someone who likes to be in the spotlight but I can say that I am still proud with what I have already accomplished. Meanwhile, I also don't do this all by myself (imagine that!). I have a super nice team that supports me daily in this and I am very grateful for that, for them and for you, my loyal customers.
With love,
Ruth
