Unfazed by competition, online shop Lily Imani bolsters brand with physical store

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Owner of Lily Imani Motherhood, Liyana Imani Abdul Latif, in an interview at her shop in Kiulap. Image: Ridhwan Kamarulzaman

Analisa Amu
BANDAR SERI BEGAWAN

When Liyana Imani Abdul Latif was pregnant with her first born in 2010, she found at the time there were limited options for mother and childcare products in Brunei.

“I searched for many products online but I couldn’t find them anywhere, so I started to source them myself,” says the founder of Lily Imani, a business venture she started eight years ago.

“Eventually I found out that my friends want them as well so I started to bring in things and sell via Facebook which was a big thing back then,” she adds.

The birth of her Facebook shop, ‘Jual Jual Shop’, coincided with the birth of Liyana’s first child when she was still in university, during which the online business became her source of income.

The online shop, which was eventually renamed Lily Imani Motherhood, caters to expecting mother’s needs such as nursing covers, baby food from the UK and baby toiletries, among others.

“Between 2010 and 2011, I was making a clean profit of $400-$600 every 14 days,” says Liyana.

A view of the Lily Imani Motherhood shop and some of the products on sale in Kiulap. Image: Ridhwan Kamarulzaman

Two years after the business started, Liyana opened a physical store in Kiulap to meet her growing customer base.

Liyana, now a 33-year-old mother of four boys, has always been business-minded and a risk-taker who prefers to do things her own way.

“I told myself it was time to be braver. I spent every money I saved to open a shop,” she says, adding that the business was a path she did not regret doing.

Among the bestsellers at Liyana’s brick and mortar store are her signature organic products, such as baby pillows, baby nests, baby skincare and essential oil blends.

Recently, the shop relocated to Serusop after its tenancy in Kiulap ended, but eventually returned to Kiulap due to better traffic reception there.

Despite the high competition, Liyana continues to implement and introduce new strategies and products to sustain her business.

The entrepreneur just started producing her own handmade products.

Some of the local products on sale in the Lily Imani Motherhood shop in Kiulap. Image: Ridhwan Kamarulzaman

Liyana says she isn’t fazed by her competitors replicating her business model.

“I just don’t pay attention to them and I stop looking to other brands. I just keep it basic with my designs,” she adds.

Lily Imani Motherhood is located at Unit C25, Ground Floor, Block B, Spg 88, Bangunan Hau Man Yong, Kg Kiulap.

The Bruneian