How Simi Belo created a successful career as an Inventor and Entrepreneur

Simi Belo is the quintessential entrepreneur. Turning her dreams into action, she has moved from a successful career in Public Relations and Marketing in London to building a flourishing business as an inventor in the USA. ReConnect Africa caught up with the busy entrepreneur to learn more about her unusual career path.

As the daughter of a successful Nigerian entrepreneur, Simi has long been familiar with the challenges and rewards of entrepreneurship. Following several years of primary school in Lagos, she completed her secondary education in the UK and went on to study at King’s College University of London.

After graduating, Simi studied for a PRCA Post -graduate Diploma in International Public Relations, and a CIM Post-Graduate Diploma in Marketing. Her first job was as Regional Organiser, London and the North Home Counties, for LEPRA, the charity for the relief of leprosy. Although fundraising proved extremely challenging, Simi thrived on the marketing and events management role that involved activities such as making presentations in assemblies at schools to inform the pupils about leprosy and how to make a difference in eradicating the disease.

This was followed by a move into Public Relations and Marketing. During her successful 14-year career in this field, Simi spent three years heading up the UK PR department of Electronic Arts, where she received two awards, and was as an Associate Director at Text 100 - the international IT PR consultancy renowned for handling the launch of Microsoft.

Simi hit the headlines in February 1992 with her campaign to raise the awareness of little-known disease Toxic Shock Syndrome (TSS) related to tampon use. A personal project, her campaign was featured extensively on the local, national and international media, and coverage included the Daily Telegraph, This Morning, BBC Evening News and BBC World Service.

Owing to the substantial media exposure, she achieved her short-term aim of effecting changes in packaging and literature. However, she plans to continue campaigning until the Tampon (Safety) Bill has been passed, and she is still planning a dedicated website.

Having acquired a wealth of experience, Simi made the bold decision to leave corporate life and follow her entrepreneurial instincts. Building on her experience, she launched her own Public Relations consultancy Guru PR Ltd, specialising in the premium yet cost-effect PR and marketing communications for newly formed and rapidly evolving companies. Having changed careers once, Simi was now ready to bring her creative and inventive skills into the commercial realm.

For many years, Simi was, as she put it, ‘simply desperate to improve the products available for women’. Determined to find a way, in 2003, she finally developed one of her favourite ideas: a unique type of hair extension. To market and sell NewHair™ and her future inventions, Simi set up Imiis Limited in 2003 and, four short months later; reputable UK shops and salons including Selfridges were selling her revolutionary ‘NewHair™’ (www.newhairwigs.net ). By October 2004, Simi’s invention was available in the US and Canada from exclusive licensee Especially Yours.

Changing paths, according to Simi, was not particularly about courage. “I actually think that not making the change and just carrying on even though it no longer felt right would have taken courage,” she says. “It’s very easy when you surround yourself with the right people. Then you have support and no negativity but only people who say ‘yes, you can do it’.” Changing direction, she says, “is more about vision. If you’re determined, it’s almost like stubbornness rather than courage!”

“Heralded as ‘a new invention set to take the hairdressing world by storm’ by industry-leading magazine Black Beauty & Hair, NewHair™ has been an overnight success amongst customers, hair and beauty experts, the media, celebrities and retailers alike. It has already won six major awards including ‘European Business 2004' from the European Federation of Black Women Business Owners, ‘Top Ten British Female Inventor/Innovator 2005’, ‘Best Start-Up 2005’ London African Caribbean Entrepreneurs Award and a ‘Top Ten Pan-African Women’s Inventor/Innovator 2005' award from The Pan-African Women’s Inventors & Innovators Network, while Simi was a finalist for the 'Women in Business' Start-ups 2005 award and the 'International Business Woman of the Year' 2005 award.”

“In 2006, Simi launched the US branch of New Hair and now, based in Atlanta, is spearheading the Public Relations and Marketing for New Hair in the USA. In addition to her busy life, Simi is an active member of many networks including The African Caribbean Business Network and The Global Women’s Inventors & Innovators Network.

For the most part, says Simi, other people’s perception of her career has been particularly supportive. “I have to say it’s been positive, positive, positive!” she says. “I have a lot of older women, especially, saying how proud they are of me. I think it’s do with the fact that I’m a double minority – black and female – and I get a lot of support from both communities.”

Simi is a keen supporter of other entrepreneurs and business people. “What I learned along the way is that you have to make whatever you want happen; after all, the only regrets you should have in life are things that you’ve not done, not things you’ve done.’

The move to the USA with its ‘can do’ culture has proved a positive move for an inventor and entrepreneur like Simi. Citing the advantages of life in America, Simi has no regrets about leaving the UK. “First of all, the weather’s better! In America, they are definitely more gung-ho about business. When you say to a Brit ‘I’ve got a new idea’, the answer you’re likely to get is ‘But it’s new, unproven and has no track record’. When you say to an American ‘I’ve got a new idea’, they say ‘fantastic! Let’s hear it’. That’s the difference.”

Learning from her parent’s guidance and capacity for hard work, Simi’s advice to others is to keep going. ‘Sometimes you win, sometimes you learn.’ If you approach life like that, then the concept of failure will be alien to you.”