Arzum Beauty Founder
Arzu launched her first business as a student in 2013, and after a successful rebrand in 2016, Arzum was born. Today, the brand includes seven boutiques, two beauty salons, an online platform, and a mobile app – making it Azerbaijan’s largest hub for European, American, and Korean cosmetics. She also shares her expertise as a beauty influencer, inspiring a wide audience.
What do you always take with you when you leave home?
My phone, wallet, and keys – everyday essentials I simply can’t do without.
What is the most unexpected advice you’ve ever received?
“Take risks, accept mistakes, and learn from them.” This advice made me stronger and taught me to see opportunities even in mistakes.
When did you realise you wanted to be an entrepreneur?
At university. While working on a project, I felt a spark – the excitement of bringing my own ideas to life. That’s when I realised this path was mine.
What principles do you follow when managing your finances?
I set a budget, track all expenses, maintain a reserve fund, and regularly review financial reports. These practices help me maintain financial stability.
What do you trust more – the experience of professionals or your own mistakes?
Both are equally important. Learning from professionals is faster and often more efficient, but the lessons gained from your own mistakes are deeply personal and unforgettable.
Which aspect of entrepreneurship do you find most challenging?
Uncertainty. Navigating market changes, managing risk, and predicting customer behaviour – all require strategic thinking and the ability to respond quickly.
What has surprised you most about business?
The importance of empathy. Showing genuine empathy towards both customers and employees helps build strong connections and solve problems more effectively.
What is one thing you never compromise on as an entrepreneur?
Product quality, customer satisfaction, and business ethics. These are the key principles for long-term success.
How do you deal with doubts?
I handle doubts by carefully analysing all available information. I avoid making emotional decisions – a clear mind and rational thinking are essential.
What is your greatest achievement?
The founding of Arzum is my proudest achievement. With a dedicated team, we’ve built one of the most beloved retail networks in the country and proudly represented Azerbaijan on the international stage.
In 2025, Visa together with Birbank Biznes, is launching an educational and competition program called “Create your success story.” Program participants will acquire key business skills, receive support from experienced mentors, and at the end of the program, they will have a chance to compete for cash prizes to grow their business. The total prize fund of the competition is 60,000 azn.
Applications can be submitted until June 10, 2025 (inclusive) on the program’s website:
https://shesnext.emergingeurope.org/az/
