By Dennise Williams, Staff Reporter 
Samuels
IT'S UNLIKELY that anyone will disagree that owning and operating a small business in Jamaica is challenging. In fact, worldwide, the odds are that a small business will fail within five years of start up.
But Sandra Samuels has defied the odds. Hard work, determination, faith and a reinvestment of profits are the key to her business's survival. Her boutique, Totally Male Limited, located in the Island Life Shopping Centre in New Kingston, has stood for nine years as a refuge for weary, stressed out males who are in need of a little pampering. Mind you, Totally Male does not offer the ubiquitous 'sensuous massage' services that dominate many classified ads.
Totally Male is an upscale barber boutique that is holistic in its approach to the care of males. Explains Ms. Samuels, "We are a salon and spa that's dedicated exclusively to men. And they are served totally by women."
The services include barbering, therapeutic massages, manicures, pedicures, and care of dread-locked hairstyles. Additionally, the store sells clothing suitable for corporate and casual attire. And so, after nine years in business, it was time to upgrade and expand.
NEW LOOK
On December 17, Ms. Samuels unveiled her boutique's new look and gave Sunday Business the inside story. Let's start with a little history.
"I was made redundant in 1994 and I started this business in November of the same year. I had always had an interest in clothing and I had to find a reason why people should visit my store. At that time, no one was focusing on male grooming and since I like the look of a well-groomed man, I decided to go in this direction." But liking the look of a well-groomed man and being able to groom a man were two different things. Ms. Samuels had to hire people to do the actual work, to her detriment. "I did not have the skills at the time the business started so I employed people initially, but that did not work out at all. So then I knew I had to get training."
Fast-forward nine years, and Ms. Samuels is a fully certified aesthetician and barber with a client base of over 100 regular customers consisting of professional and self-employed men and their siblings or sons. Because competition in the personal care industry in all its forms had stepped up, Ms. Samuels states, "People expect more and so you are forced to upgrade." And upgrade she has.
The store, which initially started with 700 square feet, is now 900 square feet. The entrance of the newly refurbished boutique is like walking into a wealthy gentleman's closet. The reception area and clothing display are tastefully decorated in contrasting, but soothing, colours of tomato red and shades of celadon green. Medium-toned woods and stainless steel make up the furniture in the reception area.
The rest of the spa is a like a cosy apartment where a man would want to hang out. The soothing combination of celadon greens and silver on the walls, with touches of red in the waiting area furniture speaks to comfort.
Immediately, all the troubles of the harried man disappear and one knows that exclusive pampering will take place. From floor to ceiling no expense was spared in the decor. Hardwood floors are mixed with ceramic tiles. Curved walls lead to the barbering area. Separate rooms for facials, therapeutic massage and nail care are decorated and furnished with relaxation in mind. Tabletop water fountains are dispersed throughout the store and glass blocked walls have been erected to delineate spaces. In different areas of the salon, new or refurbished equipment and furniture have been put in place to provide a greater range of services.
It is a very male-centred place with the requisite Playboy and GQ magazines available for a little distraction. And if the upgrade sounds exquisite, then the $1,000,000 price tag is justified.
Explained Ms. Samuels, "I know that I have a core clientele so I took a chance." Indeed. Ms. Samuels explained to Sunday Business that, in typical small business owner fashion, "I squeezed money from every hole possible." The expansion and refurbishment was financed by a 22 per cent loan from her credit union, credit cards and taking money from her savings, her insurance and relatives.
"Right now I am dry," laughs Ms. Samuels. But with the true resilience of an entrepreneur, she can say that the investment in her business will pay off. "My clientele has grown significantly over the years, so now I am trying to earn enough to put something away." Totally Male employs six full-time members of staff. Expenses of the business are broken down as follows:
* Rent 10 per cent
* Utilities 2 per cent
* Salaries 20 per cent
* Stock/Equipment
20 per cent
Loans, statutory deductions, maintenance staff and her accountant take up the rest of the gross revenue, leaving what Ms. Samuels describes as, "a very slim profit." And she feels the renovation that took about 30 days, nights and weekends of hard work was well worth it. "I like providing a comfortable environment. A lot of my clients are in high-stress jobs. When a man comes here, he can relieve some stress and relax." One item that is missing from Totally Male's budget is advertising.
In order to avoid the association with sensuous massage parlours, Ms. Samuels states, "Most of my business comes from referrals, word of mouth, public appearances and complimentary gift certificates that I give out."
So with nine years of entrepreneurial experience under her belt, Ms. Samuels offers some words of wisdom. "My secret of survival is this, I offer a service that is needed, and not something that somebody just wants. Personal care that de-stresses with the personal touch is needed. I also refuse to compromise on standards. Another secret is specialisation. When you specialise, people seek you out, and you are then seen as an expert in the field."
One additional aspect of business success, in Ms. Samuels' opinion, is the selection and training of staff. "It is not the strength of cash alone that determines the success. Your staff is your strongest resource. No matter how much cash you start with, it is the staff that keeps you going. They help you keep the clients coming back. When one selects staff, you have to be sure that they fit in your company's culture and are like-minded. One staff member that does not get along with the rest can ruin the work environment. Especially in a small business, you just cannot have that at all."
For Totally Male's future, Ms. Samuels envisions a men's club/spa setting. "I would love to offer more of a full spa with extended services. But I don't want it to get so big that it becomes impersonal. I would like to continue to treat my clients like family."
