Making boutique sense out of skincare and fashion

LOCATED in the heart of Kota Samarahan is a boutique that offers not just beauty products and elegant dresses, but also a heartwarming story of perseverance, passion and purpose.

Fiya Health & Beauty, also known on social media as CZ Cosmetic Viral, which stands as a symbol of resilience, was founded by 28-year-old Zulaikha Jefferi.

Together with her husband, Mohd Syahrul Nizan Mahali, 30,she has built a thriving business empire over the past eight years, including a sister brand, Emas Cintaku Zulaikha, which began operating three years ago.

Zulaikha’s entrepreneurial journey began as a simple side hustle during her studies day at Politeknik Kuching Sarawak, where she studied alongside her husband, by selling cosmetics and dresses online to fellow friends to earn extra money.

“We had no idea it would grow into something this big,” she recalled.

What began as humble beginnings eventually led the couple to open their first store in 2019, just a year after officially launching the business from home.

A year later, the demand quickly outgrew the space, making them move into a larger shop lot in Kota Samarahan.

“We chose to open in Samarahan because it’s close to our house, just a five-minute drive,” she said.

“This community is special to us and understanding the people here helps us serve them better,” she added.

What sets the boutique apart from others isn’t just the variety of cosmetic and skincare but also the rapport they build with every customer who comes to their boutique.

“We’re not a big, faceless company. We know our customers by name. We listen, suggest and genuinely want them feel good about themselves,” she explained.

Offering both skincare and fashion under one roof makes the boutique a one-stop shop for self-care and style.

“Customers love that they can walk in, get skincare advice and also find a new outfit for an event, all in the same visit,” she said.

Adding to that, the uniqueness is the boutique’s exclusive skincare line, Fiya Beauty Skincare (FBS), which has been on the market for six years.

“FBS is only available at our boutique or through our official agents,” she said.

“Our customers keep coming back not just because of the product itself, but because they know we care about their results.”

Like many small businesses, the COVID-19 pandemic brought difficult challenges. During the movement control order (MCO), the boutique was forced to close for two months leading to financial strain and uncertainty.

“It was a very low point. No income, but the bills didn’t stop. Instead of panicking, we asked ourselves what we can do with the little money we have left?” she said.

That’s when that spark of determination led to the birth of Emas Cintaku Zulaikha. A venture into buying and selling gold.

“The response was overwhelming. We never imagined it would become a permanent part of our business,” she said.
With Samarahan’s rapid growth, competition is inevitable but Zulaikha believes the secret to staying relevant lies in consistency, adaptability and strong community ties.

“Every month, new boutiques open. But what makes us survive is our relationship with our customers,” she revealed.

“Being adaptable is also key. During MCO, we pivoted. We keep our product offerings fresh and respond to what our customer really needs. That’s what keeps them coming back.”

Another strategy Zulaikha uses is storytelling. “I often post about our journey, how we started, our struggles, our growth. People relate to it. it makes the brand more than just a name. it becomes a story they want to support.”

Not only that, one of Zulaikha’s guiding principles is honesty.

“In my business, I never overpromise. I tell the truth about the quality, price and delivery. Customers appreciate that,” she emphasised.

She also gives special perks to her regulars, such as early access to new stock and exclusive offers. But above all, it’s the sincerity that wins hearts.

“When a customer walks in, I don’t just sell. I want them to feel welcomed, heard and appreciated,” she said.
More to that, Zulaikha also cherishes her loyal customers.

“Some of our customers have been with us from the start. That kind of loyalty doesn’t come from just good products. It comes from trust.”

Furthermore, Zulaikha’s growth strategy is multi layered, combining a strong branding, financial discipline and smart expansion through agents.

“I always monitor my expenses closely. I reinvest in the business, like restocking bestsellers or improving the shop and I also empower other women to become our agents which helps the brand grow beyond Samarahan,” she stated.

Not only that, Zulaikha also maintains an active online presence as her strategy.

“Social media isn’t just about selling, its about building a community. I post testimonials, tips and behind the scenes stories that people can relate to.”

For those looking to purchase skincare, clothing items and jewellery, visit Fiya Health& Beauty and Emas Cintaku Zulaikha or follow @ CZ Cosmetic Viral and @ Emas Cintaku Zulaikha on Facebook for their latest arrivals products.