Interview Series: How I Built My Afro Shop Business as an African in Russia

December 21, 2025
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Hi. Can you tell us a little bit about your journey in Russia and how your business started?

I came to Russia to work through the help of one of my aunties back then.

When I was starting out, I would say, it was not easy at al. Because when I arrived, I had to search for jobs by myself. I first worked with a company initially, where I would go from street to street distributing papers and putting newspapers into people’s mailboxes. I worked there for a month, but they did not pay me at the end.

Wow. They didn’t pay you?

No, they didn’t o. And one thing I’ve realised is that this is somewhat common here. Since they didn’t pay me, I had to look for another job. By the help of God, I got a job at an African shop. I think this was actually about 8 or 9 years ago.

So you started working in the industry then?

Yes. By the grace of God, I was employed there for about 6 years. I loved my job and was learning how to do business. Eventually, a friend and I opened a joint business, also an Afro Shop but it couldn’t continue. We had to separate after less than three months.

Wow. What happened? Why didn’t it continue?

It was just a minor problem, which I believe was God’s divine work. Life goes how God plans it, not how we plan it. By God’s grace, it is now working out for both of us. She has her own shop, and I have mine, which, I believe, is a good thing.

That’s a very good outlook. So, what happened next?

After we separated, I opened my own shop, Glory Afro Shop. That is how I have been running the business. It hasn’t been easy, but in all of it, God is the greatest.

Why did you decide to stick with the Afro business instead of trying a different type of business?

Let me be real with you. We Africans here have so much potential and a lot of skills, but the opportunity to use them in Russia isn’t usually there. For me, I am a business person. And I believe that this was God’s divine plan and purpose for my life, so I just had to go into it. You cannot give what you don’t have. You have to give what you have.

I understand. When you decided to start on your own, were you scared or worried about how to buy the stock?

Of course I was. Doing things in this country as a foreigner is not easy at all. But with the help of some people around me, I was able to start importing goods. Eventually, I opened my own company, which I now use to ship goods into the country. Bringing products here requires time, money, and effort.

You are from Nigeria, right? How do you trust people back home to help you ship the goods?

Yes, I am Nigerian. By the grace of God, I have a very supportive family and my husband is very helpful. They are the ones who go to the market to buy the items after I send them the list. My husband is in Nigeria, and he handles all the logistics. Shipping goods to Russia now requires many specific requirements, labeling, and even registration. He handles all that paperwork and sends it to the agents who then ship it to Russia.

It’s very nice you have that support. How did people react when you first started selling? Did you have trouble convincing customers?

In this line of business, the kind of customers you have determines how your business goes. With all sincerity, my customers are just the best. They have been lovely and supportive from the beginning. Nobody is perfect in business. Sometimes we make mistakes with orders, but they are used to it and understanding. They don’t act badly. They are just lovely people.

What is the most difficult thing about running this business? Is there a specific instance you remember?

Hmm. I remember in 2023 when I brought goods into the country and they were seized by Customs. Up till now, this very moment, they still haven’t released my goods. It was a very difficult time. Imagine waking up, dressing up, and coming to your shop, only to open it and you find nothing to sell.

That sounds incredibly difficult.

It was. Customers would ask, “Do you have this?” No. “Do you have that?” No. Some would ask why I was even open and they would just move to another shop. That shipment was over two tons, about two thousand kilograms of my products. I was really depressed if I am honest. I felt down inside, but by the help of God, I stayed strong.

How did you manage to restart if you never got those goods back?

I had to start all over again. I borrowed money from E-Solutions and my family to restart. I went through hell during that time because I had to pay shop rent, pay my workers and my house rent. I was not even married then, so it was just very tight. But God, E-Solutions, my family, and friends like Mr. Tony and Mr. Joe were my backbones.

Glad you made it through. What do you think is the most rewarding part of your work?

During that storm, that is when I knew I was a strong woman, a lioness. Despite what I was going through, if you saw me outside, you wouldn’t know my situation unless I told you myself. I am very proud of myself because I almost gave up, but God carried me through.

Do you only have African customers, or do Russians buy from you too?

It is mostly Africans who patronize us. The Russians who come are usually those who are used to African food, either they are married to Africans or have lived with them before.

Have you thought about expanding your business?

Expansion is definitely allowed in life, and I am already thinking about it. However, the major problem is the current situation in Russia. Some people are being deported right now, and others are even scared to go out. Because of how things are, we Africans don’t really have the space to expand and bring out that full business spirit as we should.

I see. Can you give a breakdown of the things you sell so people can patronise you…

By the grace of God, we have so many items. We sell:

Staples: Plantain, yams, garri, poundo yam, amala, plantain flour, palm oil, rice, beans.
Breakfast products: Golden Morn, Cornflakes, Bournvita, Ovaltine, Milo, Peak milk, custard, butter, sugar.
Snacks: Noodles, shortbread, plantain chips, chin-chin, peanut, malt drinks, meat pies, and snacks.
Cooking items: Spices, tin tomatoes, spinach, okra, banga, egusi, ogbono.
Proteins: Goat meat, snails, Titus fish.
Other: Sponges, hair extensions, cosmetics and a lot more.

Thank you. What is your life like in Russia as an African? How do you interact with the community?

I see everybody as one. Even if you are not Nigerian, if you are African, I see us as one. I am not really the “party type” who moves around with friends because I have a business and family to take care of, so I mostly see people at the market. But the community is lovely, especially the French-speaking countries.

What advice would you give to Africans in Russia thinking of starting a business here?

My advice is this:

Put God First: Let God be your ultimate source. There is a spirit behind business, and it is God who compels men to patronize you, not just your skills.
Be Diligent: Always be at your duty post. Be serious about it and don’t give up, even when sales are low. Keep posting on social media and be positive.
Customer Service: Have a good approach. As they say, “customers are always right.” Drop your pride. Even if you are hurt, when it comes to business, be professional. Respect people even if they aren’t buying from you right now.

Excellent. How can people reach you? What is your location?

My shop is at Metro Teply Stan, Novoyasenevsky Prospect, House 1B, Corpus 2, Floor 1, Shop 179. Reach us on +79268063422 or +79966074279.

Do you do shipping?

Yes! We ship to any city at all in Russia and even Belarus. We use Yandex, the Post Office (Pochta Rossii), and CDEK.

What is the cost like?

It depends on the weight and the city. For example, a customer in Belarus shipped 20kg recently and paid less than 6,000 rubles for fast shipping. For other cities within Russia, if you have a package around 10kg, it usually won’t be more than 1,000 rubles, though it depends on the specific city.

Thank you very much. It was lovely having you!

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