Nkiruka Ajah: Weaving wellness into everyday living
Nkiruka Cynthia Ajah is a seasoned sales manager and entrepreneur with over 10 years of experience in the oil and gas sector. She’s the founder of CNM Essentials, a luxury lifestyle brand offering curated wellness products, and CNM Spectra, a premium eyewear brand. With expertise in sales, business development, and contract negotiation, Ajah has built a reputation for creating value-driven businesses that prioritise quality, authenticity, and customer satisfaction. In this interview with IFEOMA OKEKE-KORIEOCHA, Nkiruka Cynthia Ajah, shares her insights on entrepreneurship, business growth, and her luxury lifestyle brands.
Looking back on your journey, what were some of the early challenges you faced, and how did you overcome them?
Early on, exchange rate volatility threatened everything. Importing eyewear and fragrances became a moving target financially. My solution was threefold: build stronger supplier relationships for better terms, time my inventory purchases strategically, and diversify into local products to reduce forex risk. That’s partly why our Nigerian-made line exists—it’s both a celebration of local excellence and a smart business hedge. Finding reliable staff was the other major hurdle. I learned that investing in training and creating a culture centred on quality and value pays dividends. You can’t build a premium brand without a team that understands and embodies those standards.
How did your upbringing and personal experiences shape your entrepreneurial spirit and drive?
I’ve always loved fashion, and it made me pay attention to details. I noticed that when you meet someone, their glasses catch your eye first. And when you enter a room, the smell is what hits you right away. These everyday observations became the inspiration for my business.
With over 10 years of experience in the oil and gas sector, what skills do you think have been most transferable to your entrepreneurial ventures?
Two critical skills have transferred seamlessly: maintaining rigorous quality control standards and establishing strong relationships with OEMs. These partnerships ensure consistent after-sales service support and timely access to genuine spare parts, which are essential for customer satisfaction and business sustainability.
How has your background in sales, business development, and contract negotiation influenced your approach to building and growing your brands?
My sales experience centres on one principle: create value by solving problems and clearly communicating that value to clients. In business development, I’ve applied staged growth within my areas of expertise. Our eyewear line evolved from unique frames to contact lenses to full optical services through strategic partnerships. Our fragrance division grew from basic humidifiers to industrial diffusers and premium UK fragrance brands. We’ve also expanded into Nigerian-made wellness products, creating an integrated lifestyle offering at every stage.
What motivated you to transition from a corporate career to entrepreneurship, and what challenges did you face in making that leap?
Let’s be honest—I never fully transitioned; I smartly straddled both worlds. There’s wisdom in keeping your day job while building your business. My corporate environment became my testing ground and client base. Every conference I attended with my unique glasses sparked conversations that often ended in sales.
Why wouldn’t I turn my professional network into my customer base? The biggest challenge? Making sure people knew I was serious about business and not just accessorising well!
What inspired you to create CNM Essentials, and how do you envision the brand evolving in the future?
Honestly, COVID sparked it all. Everyone suddenly needed humidifiers and essential oils to breathe easier and stay healthy at home. But as I started selling these products, I realised people wanted more than just wellness—they wanted their spaces to feel peaceful and smell incredible. That’s when CNM Essentials evolved from a pandemic necessity into a brand about creating beautiful, serene environments. Going forward, I want us to be the brand people think of when they want to transform how their space feels and smells.
Your brand emphasises wellness, elegance, and intentional living. Can you share more about what these values mean to you and how they shape your business decisions?
Wellness, elegance, and intentional living translate into one core principle for me: never compromise on comfort or style. Every business decision starts with value creation and customer satisfaction—not pricing. I ask myself: Will this product make someone feel better? Will it help them express themselves? Does it deliver quality they can experience? When you prioritise value and satisfaction upfront, price becomes a natural conversation rather than an objection. Customers invest in products that genuinely enhance their lives.
The launch of your Made-in-Nigeria haircare line is a significant step towards celebrating African excellence. What drove this decision, and how do you see it impacting the beauty industry?
We’re sitting on a goldmine of natural products like shea butter in Nigeria. The decision to launch this line came from understanding that quality control and packaging are game-changers. With proper refinement processes and premium packaging that meets international standards, these products aren’t just for local consumption—they’re export-ready. I want to show the beauty industry that Nigerian products, when held to the highest quality standards and presented professionally, can compete globally. It’s about elevating our natural resources to their rightful place in the market.
How do you think businesses can balance profitability with social responsibility and sustainability?
Honestly, I don’t see them as competing priorities. Good business is responsible business. When we invest in quality control for our local products, we’re protecting customers and building trust. When we source Nigerian ingredients, we’re supporting communities and reducing environmental impact from imports. When we use proper packaging, we’re ensuring products last and reducing returns. Every responsible choice strengthens the business. Profitability isn’t about cutting corners—it’s about creating value that customers recognise and are willing to pay for. Do that right, and both your bottom line and your impact grow together.
