Today we’d like to introduce you to Aneesha Amina.
Aneesha, we appreciate you taking the time to share your story with us today. Where does your story begin?
I started Cheri as a passion project in 2019 when I was only 17. I had a part-time teaching assistant job back then, and I saved the income I earned to invest in some nail art tools to start doing nail art. This then turned into what it is today, a press-on nail brand with over 1,500 nail sets sold. Cheri has remained a Bangladeshi brand for the last few years, with small features from magazines like Cosmopolitan for some of our creative nail designs. From prom to graduation or weddings to baby showers, we have been a part of some of the most significant days in our clients’ lives. I started Cheri because of my passion for nails, but I never thought it would turn into something this big. Especially with gel nail extensions being overpriced and uncommon back in Bangladesh, I wanted to create something affordable for teenagers like me. Thus, I started creating press on nails, and without sacrificing quality or wear-time, I’ve provided my clients with the utmost comfort and beauty. And now, as we’ve launched in the US, I want to offer my US clients the same quality and comfort. I select every design myself, from the nails to the packaging, because I want Cheri to be an expression of myself. I want to offer a wide range of customers the option to get luxury quality nails at an affordable price, which I believe partnering up with some retailers will help me offer; as of now, that is what Cheri is working towards, so we can come to a store near you.
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?
Building a business from the ground hasn’t always been smooth, from getting all the paperwork to months of planning and execution over branding and packaging. Especially with me being a full-time college student, it is hard to keep up with both my business and studies. Running the business has so many challenges daily. Navigating the world of packaging is primarily hard because you need to evaluate so many options and calculate the differences in cost. Getting the correct costing for your target customers while not sacrificing quality is very difficult, which customers often don’t understand. Another significant issue for start-up brands is keeping up with new trends like recyclable packaging, vegan, and cruelty-free because of the high cost associated with enforcing these rules, which often causes us small businesses to lose in competition with the bigger ones because we don’t have as much as economies of scale as they do. Lastly, marketing is definitely a challenge because of how competitive the environment in the US is, and with everything going global, it only keeps increasing. Social media outreach can be a big problem for small brands to put their name out there because it requires a lot of trial and error. For small brands with limited budgets and timing, we don’t have sufficient resources to spend on marketing or wait around to see which method works.
We’ve been impressed with Cheri Press Ons LLC., but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
We at Cheri create press-on nails that everyone can use and reuse. What makes us unique is that every single collection is something we spend months curating, and it is an honest expression of me as the owner. Cheri is unique because no other business could express me and my personality. From our iconic pink nail boxes to the pink mailers, everything is precisely how I imagined it, and my talented graphic designer helped me bring it to life. I also value customer relationships and want every customer who wears Cheri to be 100% satisfied. As a business, we focus on educating our clients every step of the way as they use our products, and we continue to innovate and bring new ways for our clients to feel comfortable in their press-on nails. Our newest product, the gel nail glue, allows our clients to do their press-on nails at home, but in a similar way that makes it last as long as a gel nail extension. Nail salons are great, but not everyone can afford to spend $50 on their nails monthly, so we want to make pretty nails accessible and affordable. Our press-on nails are also convenient, as they can be reused multiple times and applied on the go or within a few minutes at home.
Can you tell us more about what you were like growing up?
Growing up, I have always been social and friendly. I value everyone in my life and would do anything for them. I’ve always hated studying, but I become nerdy for sure when it comes to exams. I value my education and plan to pursue a master’s degree after graduating. I love music and art, and I can describe myself as creative. I also love learning about business and the economy, and I have a great interest in law and politics. I have been drawing since I was a child, and I think that artistic part of me further evolved as I became a nail artist and switched my color pencils for gel polishes. I also love makeup, and I plan to further indulge in the world of cosmetics and beauty as I expand Cheri in the future. I really want my brand to become a means for me to help others and improve the local economy in my city.
Contact Info:
- Instagram: www.instagram.com/cheripressonsusa
