Today we’d like to introduce you to Guzal Adekoje.
Hi Guzal, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I came to the United States with a friend when I was 22 years old. Young and ambitious, yet scared, I was ready to embrace new opportunities. I didn’t know anyone in the States, and I was terrified. I only had $200, a gym bag filled with instant porridge, and just a couple of clothes to survive in this new country. Being on a tight budget, I couldn’t afford a suitcase on wheels, so I used an old but large gym bag instead.
My friend and I had a work contract with a casino in Atlantic City. Unfortunately, we arrived a month later than expected due to visa delays, and when we got there, we were informed that our positions were no longer available. With no jobs, no connections, and no place to stay, we began searching for work, asking at local restaurants and shops. It was the end of June, it was getting dark, and we were feeling lost.
We found a cheap motel where we stayed overnight. I took half of the instant porridge I had brought with me for dinner and gave the other half to my friend. The next day, I was determined to find a job, but the only response I encountered was, “Sorry, we are not hiring.” I remember walking down the street, carrying my heavy bag, feeling helpless and lost.
Then, out of nowhere, I heard a familiar language. What a blessing! It was a guy about my age, speaking my language, who happened to be in a similar situation and from the same region we came from. This was in 2003, before smartphones, but we could use the internet at the library. He suggested we go there to connect with the company that had originally lined up the job offer for us
Luckily, we managed to find a job, but it was all the way in Virginia. We scheduled a phone appointment with the company’s representative. Back then, we used telephone booths to connect with our new employer. I struggled to understand American English since I had studied British English in college, and the accent threw me off. The only part of the instructions that was clear to me was to look for a black gentleman when we arrived at the bus station in Washington, DC.
We purchased bus tickets to Washington, DC, feeling exhausted but relieved. Half of my money was gone by then. It was dark when we arrived, and as we stepped off the bus, we noticed many black men. Which one was our guy? It makes me laugh now, but at the time, I was stressed. Luckily, we spotted the gentleman holding a sign with our names on it. While it seems obvious now, I had never traveled anywhere where I didn’t know anyone.
He picked us up and took the girls to one location and the guy to another. When we entered the place, we saw many beautiful European girls in a small apartment. There was a mattress on the floor, and we were told we would sleep there that night. I was scared, fearing that I might end up in a human trafficking situation. Nonetheless, exhausted, I fell asleep, hiding my passport and the rest of my money in my underwear.
The next day, the same person picked us up. He took us to the training center, where we received uniforms and hamburgers from McDonald’s. We were so grateful! We were going to work as lifeguards at the pools. That is how my journey in the United States began.
Twenty years later, I still remember those first days in the USA, and I am grateful for all the people I met along the way. Today, I own two companies, have earned international awards, teach people a profession, and own several real estate properties. It wasn’t easy, but it was worth it. I run a luxury mobile dog grooming company in Northern Virginia and offer expert grooming at my salon. The name of the company is VIP Pet Elite
In 2005, I started working in a pet shop that was also a pet salon, doggie daycare, and retail store. By then, I had gained management experience working at a sandwich shop, so I began managing the pet store. At that time, I knew nothing about dogs and was even afraid of them because I had been bitten as a child. Imagine me walking into a doggie daycare filled with dogs of all sizes—it was terrifying! But over time, I fell in love with dogs and started learning how to groom them. I watched educational videos to gain skills.
Today, I own a company that offers educational videos on dog grooming in four languages. www.lafursion.com
Initially, I thought grooming would be a temporary job to help me get through school, as I aimed to pursue a career in International Relations. I enrolled at George Mason University and obtained a BA in Global Affairs. However, by the time I graduated, I had already built a successful dog grooming business that I loved. I chose to invest my time and effort into my business instead of following my original plan.
Balancing school and running the business was challenging, but I am proud to have graduated with honors and persevered. This experience taught me a lot. When I opened my business, I quickly realized that to survive in a competitive market, I had two options: offer very cheap services or differentiate myself by providing superior quality services. This discovery led me to participate in grooming competitions.
As I competed in dog grooming contests, I gained international recognition, won multiple awards, and achieved my Master Groomer certification. I also became a certifier for the AKC Institute and the National Dog Groomers Association. I decided to focus on offering knowledgeable, high-quality services rather than competing on price, and it worked.
It was vital for me to use only premium-quality products and offer spa-like services. After obtaining my skin and coat certification, I implemented a three-step system using natural products to ensure healthy skin and coats for our furry clients. Although this approach is more time-consuming and costly, it has proven worthwhile. Creating a stress-free environment was also a priority, so I developed a schedule that minimized stress for dogs, clients, and employees.
After years of grooming, I noticed a significant gap in the market: there was no stylish grooming attire that was resistant to hair. I wanted groomers to look more presentable because when you look good, you feel good, and that leads to better performance. This inspired me to create a line of grooming clothes that are both functional and fashionable.
The idea of developing quality tools, accessories, and uniforms has been with me for a long time. Last year, I launched LaFursion, a company aimed at transforming the grooming industry. All our products are designed with groomers in mind. For example, our grooming bags are spacious, functional, and stylish—they even resemble travel bags, receiving compliments during my travels in Europe. Our uniforms are elegant enough to wear out for dinner after work and are hair resistant. Our scissors are not just of premium quality; they also resemble works of art.
Surrounding oneself with beautiful, quality tools and looking stylish can significantly improve one’s mood at work. Education is essential to me, which is why LaFursion offers grooming education both online and in person. Customers can purchase educational videos individually or subscribe for full access, which also includes significant discounts on all our products.
You may wonder how our membership can be so appealing. Unlike typical memberships, ours is structured differently. We offer three levels based on customer needs, and both our fundamental and full memberships allow members to use their fees toward purchasing products. This means customers don’t lose any money; instead, they gain discounts just by being members. Full members also have the opportunity to earn credits through referrals. As someone who often recommends companies to friends, it would be beneficial if I could also earn from my recommendations. Thus, I implemented a referral bonus, allowing full members to earn credits and enjoy a 20% discount on all products along with free access to all educational videos.
I created LaFursion to deliver the best goods and education to groomers. Our accessories and uniforms are so beautiful and fashionable that they can appeal to any beauty professional. Our grooming bags are chic and functional; they were even showcased at the Westminster Dog Show, carried by renowned exhibitor Natalia Kunze, known for her Kerry Blue Terriers.
My ultimate goal is to change how society perceives groomers. Early in my career, I faced judgment from individuals who questioned my career choice and dismissed my work as simply being a “dog cleaner.” We are professionals; we are artists dedicated to our craft and genuinely care for the animals we serve. As someone once said, “For things to change, someone has to start the process…” I intend to be that catalyst for change in our industry.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I sincerely appreciate the setbacks I’ve faced, as they have ultimately strengthened my business and set a foundation for progression. I owe a great deal to my husband, whose unwavering support has been instrumental from the outset. He successfully transitioned from building his real estate career from scratch to owning his own brokerage within a few short years. This highlights the notion that behind every successful woman often lies a strong support system.
There were certainly moments when the pressure made me contemplate giving up, but he consistently encouraged me to persevere. My gratitude for this robust support system cannot be overstated.
Building a business from the ground up on a tight budget often leaves one unprepared for inevitable downturns and unforeseen challenges. Navigating the complexities of entrepreneurship resembles a rollercoaster ride, marked by fluctuations and unpredictable scenarios that necessitate quick decision-making. However, I firmly believe that every problem has a solution.
The ambitious goals I set required substantial investments of time, effort, and funds. As a business owner, I found myself juggling multiple roles, switching seamlessly between being a groomer, accountant, manager, and marketer—all essential functions for a small business. While it was evident that additional personnel were needed for successful operations, financial constraints prevented me from hiring staff to manage day-to-day tasks or handle bookkeeping.
There were times when my bank account was virtually empty, yet I prioritized my employees’ compensation over my personal needs, often going without food or transportation. In the early stages, I invested more time and effort into the business than I received in compensation; revenue was insufficient. I recall evenings spent sleeping in my shop, striving to complete ongoing projects. As both a groomer and manager, the needs of clients and employees took precedence over my own. There were days when I barely found time to eat or take breaks—only to experience a moment of relief once operations concluded, allowing me to pivot my focus to other projects.
I witnessed many individuals I had uplifted and supported betray my trust, which is a nature to expect in business. These experiences played a crucial role in shaping my resilience and character. Despite the challenges, I maintained a rigorous schedule, waking up at 4 AM for mobile grooming appointments, attending school at noon, and continuing work until late into the evening. Each of these experiences, though difficult, contributed to my growth as a business leader.
Alright, so let’s switch gears a bit and talk business. What should we know?
I own 2 companies. VIP Pet Elite and Lafursion
Lafursion is the ultimate grooming brand created by an internationally recognized multiple award-winning groomer. Founded by groomer for groomers! Currently available anywhere in the USA
Lafursion offers premium quality tools that make every snip and trim feel effortless. From top-notch scissors to stylish groomer attire, Lafursion has everything a groomer needs to look and feel the best while working.
Education is a big part of the company. Lafursion offers dog grooming educational videos and hands-on classes. Lafursion also offers membership packages starting at just $15 a month. There are 3 levels of membership and every level has its own perks, like exclusive discounts, access to the educational videos and even additional referral credits. Lafursion is not just a supply company. It is the company that makes the difference and changes the industry
VIP Pet Elite is an award-winning dog grooming company. VIP Pet Elite is an upscale dog grooming salon and luxury mobile grooming servicing Northern Virginia and DC. Our state-of-the-art salon is in Manassas, VA where we provide stress free one on one experience. We also offer therapeutic soaking spa infused with essential oils and herbs for the dogs to promote healthy skin and coat and make the grooming more enjoyable. Our mobile grooming vans are professionally designed and manufactured to provide the best dog grooming experience. Luxury and convenient dog grooming right in front of our clients’ doors.
Our groomers a well-trained and skilled that provides the best care for the pets. We use only the best quality natural products for pet’s grooming needs.
What’s next?
One of my goals for the academy is to create a program specifically designed for individuals with walking disabilities who wish to learn the profession of pet grooming. This initiative will focus on developing specialized equipment and facilities that will enable these individuals to pursue a successful career in pet grooming.
Contact Info:
- Website: https://www.lafursion.com
- Instagram: https://www.instagram.com/lafursion?igsh=aDkwY3dyajN0NXVm
- Facebook: https://www.facebook.com/share/1AD1SMaMkQ/
- Youtube: https://youtube.com/@lafursion?si=5JDHnJSA8GSoNOrd
- Other: https://www.vippetsalon.com
