Munir Alkasim is the Chief Executive Officer (CEO) Alkasim Gold Jewelries. With a First Class degree in Information System Security from Asia Pacific University, Kuala Lumpur, Malaysia, Munir did not search for paid employment upon graduation but rather toed the line of his father, who, driven by his passion for jewelry, established the brand over three decades ago. Munir has today taken the brand to a higher height with many stores in the country and solid plans to establish more in the next few years. In this interview with ONYEDIKA AGBEDO, he speaks on his entrepreneurial journey, the challenges of entrepreneurship in the country and how the current administration of President Bola Ahmed Tinubu can assist small scale enterprises to thrive, among other issues.
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You are the CEO of Alkasim Gold Jewelries.  How did your background influence your decision to go into entrepreneurship after graduation?
I am Munir Alkasim. I was born on 14th September 1995 into the family of Hajia Zainab Musa and Alhaji Alkasim Usman. I attended Air Force Military School in Jos, and did my international foundation programme at Middlesex University, Dubai, United Arab Emirates and graduated with a First Class degree in Information System Security from Asia Pacific University, Kuala Lumpur, Malaysia.

Alkasim Gold Jewelries began its journey in Jos, Plateau State, with Alhaji Alkasim Usman as the founder. Alhaji Alkasim Usman, driven by his passion for jewelry, established the brand with a vision to offer exquisite gold jewelry pieces to the local market. Starting from humble beginnings, he set up a shop in Jos, carefully curating a collection of high-quality materials. Through his entrepreneurial spirit and dedication, he steadily built the brand’s reputation in Jos and beyond, gaining recognition for its exceptional craftsmanship and stylish designs. Today, Alkasim Gold Jewelries continues to thrive with six stores in Nigeria, two in Jos and four in Abuja, delighting customers with its stunning creations.

I grew up in the business of jewelry. The business started more than 30 years ago by my dad. It’s a family business. I grew into it. So, immediately after school I went back to it.

Why didn’t you think of taking up a paid employment after graduation even though you have a First Class degree?
The Nigerian job market is already saturated. The country’s higher institutions produce thousands of graduates every year to chase few job openings in the public and private sectors of the economy. That is why you see a lot of jobless youths on the streets.

So, entrepreneurship is the way to go. Young people just have to look for a way to create wealth and by so doing help the economy to grow. For this reason, I just didn’t want to be in the labour market for one day even though I’m convinced that I could have comfortably secured job. While in the university, I was always thinking of how to create wealth and become an employer of labour. I am happy to be doing that right now through Alkasim Gold Jewelries.
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From your account, you inherited the business from your father. What transformations have you brought into it given your level of academic and social exposure, which perhaps your father didn’t have?
I brought technology into the business; like the use of social media. We do delivery and pick up services, which were not done in the past. By leveraging on digital marketing strategies, Alkasim Gold Jewelries remains agile and adaptable in the fast-changing business landscape. We are able to reach a broader audience, engage with customers, build brand loyalty and ultimately continue thriving in the digital age.

What lessons can be learnt from you on how to keep a family business running?
Consistency!  Just do it over and over again. You have to uphold the quality standard you met and steadily improve on it. You must run the business in line with business rules. The seven principles of business ethics – accountability, care and respect, honesty, healthy competition, loyalty, transparency and respect for the rule of law – must be your watchwords at all times. Truth is that it is not easy to run a business successfully. It takes grit and discipline to do that and every businessman must have both qualities if he hopes to succeed.

Then guidance also helps. You must have a deep understanding of the business you want to do before venturing into it and you get this by training.  So, you must develop interest in the business early and carefully understudy the founder or whoever. Then after taking over, you can proffer innovative solutions. For instance, if you studied IT courses, you can come back to incorporate technology into the business.

What would you consider as your major challenges as a young entrepreneur and how have you been able to address them?
For people who don’t know me, it was difficult for me to establish trust. Sometimes I send them my ID card; sometimes I go live on Instagram to show them that they are doing business with a real and trusted entity.
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But I think young entrepreneurs can be supported with mentorship programmes and funds. Lack of funds has resulted in the death of many businesses. People have ideas on how to make businesses flourish, but in cases where there are no funds, it fails.

Mentorship will make them understand many things including Copyright. After discussing their ideas with veterans in business, they copy it without any credit to them. Understanding things like these will enable them to avoid such.  Young ones should be mentored properly so that they will study courses that are relevant to what they will do later in life.

What are the qualities that have aided your success as an entrepreneur?
Honesty and transparency! I am transparent. When I am dealing with a customer I provide the breakdown of everything – the weight, quality, pictures of the item, carats, receipt etc.

What advice do you have for potential entrants into your line of business?
They should go to the right person for apprenticeship. And they should take their time when they go to an expert. It is not something that can be learnt in a few weeks or months.

Also, they should be trustworthy because you can easily sell what is not gold as gold. It takes time to build trust. It is not built in a day; it takes time. So, they should be sincere in whatever they do.

In what ways do you think the government can support small scale businesses in the country?
By organising workshops for them, training them on skills at no cost and giving them seed capital.  Interviews, tests and programmes that will give youngsters avenues to display their talents are also important. The government should organise and support such initiatives. They should provide platforms for hunting and supporting young talents.
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No idea started as a big idea. So, it starts small. Young people under such platforms can showcase their ideas and how they will implement; if they are convinced, they should give them the necessary support.

If you were not doing what you do now, what would have been your career choice?
I would have been a military officer, probably.

Why?
I just love the military. Maybe because of the level of patriotism I see in the officers.  They suffer a lot of personal discomfort to secure the country. The level of discipline in the military is also something that interests me because I am a very disciplined person.

What differentiates your brand from others?
I buy unique, stylish and trendy items. And, the way I relate with my customers I try to make everything for them. Firstly, we prioritise quality craftsmanship and use high-quality materials, ensuring our products stand out. Secondly, we stay up-to-date with the latest trends and designs, offering a diverse range of options to cater to different customer preferences. Thirdly, we provide excellent customer service, building trust and loyalty among our clients. Lastly, we continuously innovate and adapt to changing market demands, striving to offer unique and compelling jewelry pieces. By focusing on these aspects, we have maintained our position and thrived in the competitive jewelry industry.

Where do you want to see your business in the next five years?
In the next five years, by the special grace of God, I would like to have five to six gold stores in Abuja having varieties of items.
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