By Iliya Kure
Linda Umaru, the Chief Executive Officer (CEO) of Lynda’s Hair & Beauty Supply, and Lynda’s African Delicacies, is a Nigerian-American, born in Billiri town of Gombe State, Nigeria.
A mother of five, Linda’s journey into the business world is a testament to resilience, entrepreneurial spirit, and a passion for her culture.
Linda’s educational journey began at the Central Primary School Billiri, where she obtained her first school leaving certificate, before proceeding to Government Girls Secondary School Yana in Bauchi State for her secondary education.
She pursued higher education at the University of Maiduguri in Borno State, where she earned a degree in Business Administration.
The foundation acquired through business degree, as well as petty businesses she embarked on in between school equipped her with the skills she would later use to navigate the complexities of the corporate world and, eventually, her entrepreneurial ventures in the United States.
After her degree, Linda joined First Bank of Nigeria, one of the country’s most reputable financial institutions. This experience provided her with invaluable insights into the world of finance and business management.
However, in 2005, Linda made a significant life decision. She moved to the United States to join her husband, bringing with her dreams and aspirations that would soon begin to take shape in a new land.
In the United States, Linda continued her career in banking, working for Bank of America in Irvine city, California. Balancing her professional life and raising her children was undoubtedly challenging, but it also spurred her creativity and determination. “I had to take a decision of ending the bank job to raise my kids,” she said.
It was during this time that Linda identified a gap in the market – a demand for authentic African hair braiding services. “I didn’t waste time, but went straight into it,” Linda said.
Starting a business in a new country is no small feat, but Linda was undeterred. She began her braiding business from her home in Irvine, California. Word quickly spread, and soon, the traffic to her home became unmanageable.
Realizing the potential of her burgeoning business, Linda with strong support from her husband, Lamela Umaru, took a bold step in 2015 and opened her first shop.
This move marked the official birth of LYNDA’S HAIR & BEAUTY SUPPLY.
Her shop not only provided top-notch braiding services but also became a hub for cultural exchange. “It is a mini-Africa. You find people from many places,” her husband said.
Linda employed and trained individuals who had no prior braiding experience, empowering them with a skill that was both an art and a means of livelihood. Her shop became a beacon of community support and empowerment, helping many to find their feet in a new country.
As her hair and beauty business flourished, Linda and her husband noticed another opportunity. The growing demand for Nigerian cuisine among both Nigerians and non-Nigerians in Orange County of California was impossible to ignore.
In 2019, she launched LYNDA’S AFRICAN DELICACIES, a restaurant business that offered a taste of home to many and introduced Nigerian culinary delights to a broader audience. It started in a food truck.
The food truck business quickly gained popularity, and it became evident that there was a significant market for Nigerian food. Linda’s entrepreneurial spirit did not stop there.
Recognizing the potential for further growth, she embarked on building a larger restaurant to accommodate the increasing number of customers. Linda puts in a lot of energy to make this happen.
Her daughter, Lizkebe, reflects on this period: “My mom’s work ethic is something that not a lot of people can do if they even tried. She would wake up early in the morning, go to work around 9, and won’t return home until 11pm. She would prioritize her work over anything, even herself.”
Her vision was to create a space where people could enjoy authentic Nigerian dishes in a welcoming environment. Lizkebe notes, “Working both the restaurant, salon and even handling the employees can be stressful on her part. This is difficult to deal with while also getting little sleep every day.
Linda’s plans extend beyond just serving delicious food. She aims to build a franchise that makes Nigerian cuisine accessible in various locations across the United States.
This ambitious plan includes not only promoting the importation of Nigerian food ingredients, but “supporting local farmers in Nigeria,” she said.
By investing in these farmers, Linda hopes to create a sustainable supply chain that benefits both her business and the agricultural sector in Nigeria.
LEVERAGING AGOA
A key enabler in this vision is the African Growth and Opportunity Act (AGOA), a U.S. trade policy established in 2000 that provides duty-free treatment to goods from eligible sub-Saharan African countries, including Nigeria.
AGOA aims to promote economic growth and development through trade and investment, making it more affordable for Linda to import ingredients for her restaurant. This ensures a steady supply of authentic Nigerian ingredients, promoting cultural exchange and supporting the Nigerian economy.
AGOA’s framework encourages the importation of goods that are either wholly obtained or sufficiently manufactured in Nigeria, meaning a significant portion of the product’s value is added within the country.
This supports local Nigerian farmers and producers, helping to diversify the types of products available in the U.S. market. By leveraging AGOA, Linda can ensure that her restaurant business thrives while contributing to the economic development of both Nigeria and the United States.
Moreover, the impact of AGOA extends beyond mere trade benefits. It helps bridge economic disparities by creating opportunities for African businesses to compete in the global market.
For Linda, this means she can source high-quality, traditional ingredients directly from Nigeria, maintaining the authenticity of her dishes while also supporting the livelihoods of Nigerian farmers.
This mutually beneficial relationship exemplifies how trade policies can foster economic growth and development on both sides of the Atlantic.
AGOA also facilitates capacity building and technical assistance, ensuring that Nigerian exporters meet international standards and requirements.
This is crucial for businesses like LYNDA’S AFRICAN DELICACIES, as it guarantees that the products imported are of the highest quality. Linda’s reliance on AGOA underscores the importance of supportive trade policies in driving business success and economic development.
Her journey is a remarkable example of how one can turn passion into a thriving business, all while giving back to the community and staying connected to one’s roots.
Linda Umaru’s story is not just about personal success; it is about lifting others up and making a positive impact on both sides of the Atlantic.
