A Lebanese Businesswoman’s Journey to Building a Thriving Venture in Nigeria
Maya Assaf, a Lebanese businesswoman, shares her unique journey of how Nigeria became her home. In this interview, she discusses the challenges she faced and how she navigated cultural and economic differences to build a successful business.
Background and Initial Steps
I’m originally from Lebanon, where I grew up and spent the early part of my life. Like many Lebanese, I was raised in a culture that values hard work, resilience, and strong family connections. I was married to someone who was born and raised here in Nigeria, and that relationship is what eventually brought me to the country. Through that connection, Nigeria became part of my life.
Interest in Business and Entrepreneurship
My interest in business and entrepreneurship started quite early. Growing up in Lebanon, I was surrounded by people who believed strongly in hard work, independence, and creating opportunities for themselves. Entrepreneurship is a big part of the culture there, so it naturally influenced me. I was always curious about how businesses grow, how ideas turn into something meaningful, and how you can create value for people while also building something of your own. That curiosity slowly developed into a real passion for business. When I later came to Nigeria, I saw even more opportunities. Nigeria has a very vibrant and energetic business environment, and that motivated me even more to pursue entrepreneurship and contribute in my own way.
Early Experiences and Their Impact
Before venturing into international sourcing and importation, I worked in business centres and also explored makeup artistry. How did those early experiences shape your entrepreneurial mindset? Working in business centres exposed me to the day-to-day operations of running a business—customer service, organisation, problem-solving, and understanding what clients need. It taught me discipline and the importance of being reliable and professional. At the same time, makeup artistry allowed me to explore my creative side and interact closely with people. It helped me understand personal branding, confidence, and how providing a service can make a real difference in someone’s life. Both experiences taught me valuable lessons about independence, adaptability, and the importance of building relationships with clients. Those early steps helped me develop the confidence and mindset I later needed to move into international sourcing and importation between Nigeria and other markets.
Transition to International Sourcing and Importation
My transition into international sourcing and importation was inspired by both my personal experiences and my family background. After working in business centres and exploring makeup artistry, I started becoming more curious about how products are sourced and how businesses connect with suppliers around the world. Another important influence was my father. He was involved in a similar line of business in Lebanon more than 25 years ago. Growing up, I was exposed to that environment and learned a lot from observing how he worked, how he built relationships, and how he approached business. Even though I didn’t enter the field immediately, that early exposure stayed with me. When I later moved to Nigeria, I began to see opportunities where I could apply those lessons and experiences. That combination of family influence, curiosity, and the opportunities I saw in the Nigerian market is what ultimately inspired me to transition into international sourcing and importation.
Building Connections with Global Suppliers
Building connections with global suppliers was actually a gradual journey for me. I didn’t start on a large global scale. In the beginning, I started importing products from Turkey, mainly essentials for women, such as clothing, bags, and accessories. That was my first step into the importation business. As I gained more experience and confidence, I began thinking about expanding beyond one market. I had previously visited China in 2013, and that experience stayed with me because I saw how massive the manufacturing and supply industry is there. So I thought it would be a great opportunity to grow the business further by connecting with suppliers in China and making the sourcing more global. From there, I started building relationships with suppliers and expanding my network so I could link businesses and individuals in Nigeria with products from different parts of the world.
Challenges Faced in the Early Stages
In the early stages, I faced several challenges. When I first moved to Ibadan in 2019, I opened a beauty salon because I’ve always enjoyed working and providing services. However, shortly after, COVID-19 began, which meant restrictions and fewer clients, it was very difficult to maintain the business during that period, and I had to rethink my approach. At the same time, I was still adjusting to living and working in a new city, and building trust with clients and suppliers was another challenge. I realised I needed to be flexible and explore other ways to grow and stay productive. That’s when I started moving toward importation and international sourcing, something I could manage more safely during the pandemic while still using my skills to serve people and meet their needs. Overcoming these challenges taught me resilience, adaptability, and the importance of being proactive. Those lessons became the foundation for growing my business into what it is today.
Lessons from Entrepreneurship and International Operations
Looking back at my journey so far, what lessons have entrepreneurship and operating internationally taught you? What keeps me motivated in this line of business is the opportunity to make a real difference for people. I’ve always enjoyed working and providing services that help others, and international sourcing allows me to do that on a larger scale. Many products that people need or want are not easily available locally in Nigeria, and being able to connect them with trusted suppliers globally is very rewarding. I’m also motivated by the challenge itself, finding the right products, building relationships with suppliers, and ensuring customers are satisfied.
Deciding to Settle in Nigeria
As someone who is not originally from Nigeria, what made you decide to settle and build your business here? Although I’m originally from Lebanon, my decision to settle in Nigeria was both personal and professional. On a personal level, I’m married to someone who was born and raised here, and that connection naturally brought me to Nigeria. Professionally, Nigeria offered many opportunities to grow and develop a business. From the very beginning, I saw a vibrant market with energetic people and a strong demand for quality products that were not always easily available locally. That combination of personal ties and professional potential made it clear that this was a place where I could not only live but also build something meaningful. Over time, Nigeria has truly become a second home. I’ve built relationships, learned from the local community, and developed a business that connects people to products from all over the world. The journey has been challenging at times, but also very rewarding.
Appreciating Nigerian Culture
What aspects of Nigerian culture or lifestyle have you grown to love the most? To be honest, when I first came to Nigeria, the culture and lifestyle were quite different from what I was used to in Lebanon. Coming from a different background, some aspects felt challenging at first, and it wasn’t always easy to adjust. But over time, I’ve grown to appreciate and enjoy many things about life here: the diversity of the culture, the variety of foods, the different languages, and the unique way people live and interact. It’s been a learning experience, and bit by bit, I’ve come to really like it. Experiencing something so different has also helped me grow personally and professionally, and it makes Nigeria feel more like a home now.
Cultural and Business Differences
Were there any cultural or business differences that surprised you when you first started living and working here? Yes, there were definitely some cultural and business differences that surprised me. Coming from Lebanon, I was used to a certain pace of business and way of interacting with clients and partners. In Nigeria, I noticed that things can move differently, sometimes faster, sometimes slower, and that building trust and relationships is even more important than I initially expected. Culturally, I had to adjust to different ways of communicating, different social norms, and even small day-to-day practices that were unfamiliar. At first, it was challenging to navigate these differences, but over time, I learned to appreciate them and even enjoy the diversity. Experiencing a different culture has helped me grow, adapt, and approach my business in a more flexible and creative way.
Challenges for Foreigners in Nigeria
What are some of the biggest challenges foreigners face while living or doing business in Nigeria? In business, the challenges are even more noticeable. Many Nigerians already have strong networks and experience importing themselves. Some even travel to places like China to source products and have built up a very competitive market. As a newcomer, you have to prove why people should source from you instead of relying on their established local connections. Building trust and credibility takes time, patience, and persistence. So for foreigners, the combination of adapting to a new culture and proving your value in a competitive business environment can be tough. But with flexibility, learning from the local community, and persistence, it’s possible to overcome these challenges and succeed.
Opportunities in Nigeria for Entrepreneurs
Despite these challenges, what opportunities do you believe Nigeria offers to entrepreneurs and investors? Despite the challenges, I believe Nigeria offers tremendous opportunities for entrepreneurs and investors. The market is large, vibrant, and full of energy, with a growing population that is always looking for quality products and innovative services. There is also a strong entrepreneurial spirit here, many Nigerians are eager to start businesses, create solutions, and improve their communities. This creates a lot of potential for collaboration and growth, especially for those who are willing to be flexible, learn from the local environment, and build strong relationships.
Vision for the Future
Your vision is to build one of the largest import and export companies in the region. What steps are you currently taking toward achieving that goal? My vision is to build one of the largest import and export companies in the region, and I’m taking several steps to make that a reality. First, I’m continuing to strengthen and expand my network of reliable suppliers across different countries, ensuring that I can provide high-quality products consistently. I’m also investing in systems and processes to make my business more efficient—logistics, inventory management, and customer service are all key areas I focus on. Another important step is building strong relationships with local businesses and entrepreneurs in Nigeria, helping them access products that can grow their own operations.
Advice for Young Entrepreneurs
Finally, what advice would you give to young entrepreneurs—both Nigerians and foreigners—who want to start and grow a successful business? My advice to young entrepreneurs If you’re entering a new market, like I did in Nigeria, take the time to understand the culture, the local needs, and how things operate. That knowledge will give you an advantage and help you find creative solutions. Finally, never lose your passion for what you do. Enjoy the work, be curious, and always look for ways to create value. Success comes to those who are committed, resilient, and willing to put in the effort to grow themselves as much as their business.
