First Lady Lordina Mahama has urged people in the fashion and beauty industry to update themselves on the latest trends in beauty, fashion, and style in order to improve their knowledge, skills, and awareness.

According to her, fashion and beauty had become a part of everyone’s life and the industry was growing each passing day as new trends emerged. She believed adapting to new trends was the surest way to attract and retain clients, given the growing competition in the trade.

The First Lady gave the advice when she interacted with and presented working tools and equipment to artisans and proprietors of small-scale businesses drawn from the various tailor, beautician and barbers’ associations in Cape Coast.

This was to support those with skilled training to realise their potentials as well as expand their businesses through the provision of working tools they desperately need with a view to improving their income-earning capacity.

With support from the Embassy of China, the first lady of Turkey and numerous other sponsors, the Lordina Foundation presented trainees with tools of their trade, including sewing machines, hair dryers, embroidery machines, and many other equipment with which they can begin life as entrepreneurs.

Mrs. Mahama said in order to succeed, those in the beauty industry needed to continually learn and train and update their knowledge on new trends and remain abreast of developments.

“The new trend for small and medium enterprises is to offer one-stop services. Today’s middle class has little time to spare. A business offering a wide range of services under one roof usually has a huge advantage over those who offer only one or two types of services,” she stated, adding: “Most customers, especially women, prefer to have their hair, nails, or face done in one place, rather than visit two or more different locations.”

Mrs. Mahama entreated those in the beauty industry to give their clients the convenience of a one-stop beauty shop instead of specialising in only one skill. This she said can set their businesses apart from their competitors.

“I urge you to learn to come together as joint businesses if you cannot multitask or do not have the resources to offer a full range of services,” she advised.

She indicated that government considered the development of key infrastructure critical to the social and economic advancement of the people and that over the last few months the president had been to the region to commission important projects.

“The Cape Coast Stadium will boost sports development in the region. The Komenda Sugar Factory will help reduce the foreign exchange we use to import huge quantities of sugar into this country every year. He will be here again soon to preside over the commissioning of the Kotokuraba market, the principal commercial centre of the Cape Coast municipality,” she announced.

She said considering today’s global trends and with the nation’s desire to develop, the importance of skilled labour could not be overemphasised. This is because the government continues to transform and diversify the economy and this provides enormous opportunities for young people with technical and vocational training.

“Government alone cannot realise this vision without the support of charitable institutions and other stakeholders. Lordina Foundation’s presence here today is therefore in line with this vision and is meant to supplement the effort of government by the presentation of these assorted working tools to support the Tailors, Beauticians and Barbers Association in the Central region,” she stated.