DIMITRY FERNANDO

On this week’s edition of The Founder, we feature Dimitry Fernando, the Founder of the newly launched men’s grooming brand Christopher Fern and Director of Ask for Fern, The Chiller Room and The Colombo Brunch Club. An alumna of La Trobe University, Australia, Dimitry is armed with a Bachelor of Business, Marketing and Human Resource Management. He started his career as Team Leader – PR, Marketing and Advertising for the popular nightclub RnB in Colombo, and thereafter worked as a Customer Service Assistant at The Coffee Club in Victoria, Australia, and at Nando’s in Melbourne. He has also worked as a Marketing Research Analyst at Annecto, Australia, Customer Service Assistant at La Porchetta, Victoria, Sales Executive at Appco Group, Australia, Business Development Manager at Touch Mobile, Australia, Business Development Manager at ExpoTrade Global, Australia, Digital Marketing Strategist, Arrow Digital Marketing, Melbourne, Digital Marketing Strategist, Resolve Agency, Melbourne and as a Business Development Manager at Zib Digital, Australia. 

In your own words, what is Christopher Fern?
Christopher Fern is a men’s grooming brand that is proudly Sri Lankan made and owned. It’s a brand that caters to men of all ages. As men we like to look and feel good and it all starts with how we like to groom ourselves. Christopher Fern started with four essential grooming products that every man must use and incorporate into their daily skincare routine. These products are the Christopher Fern Energizing Face Cleanser, The Christopher Fern Daily Light Face Moisturizer, The Christopher Fern Daily Light Facial Cooler and The Christopher Fern Classic Hair Grooming Cream available in strong and medium hold. 

What inspired you to start your business?
Firstly, there is a gap in the market currently as there is nothing focused solely for men and with many import restrictions due to the Covid19 situation, most of the international brands are unable to be brought into Sri Lanka. Secondly, I am a man that likes to look and feel good and I am not ashamed to say it. I have always used skincare and grooming products on myself. I have a daily skincare routine that I follow and I feel having that desire to be well groomed brings out a high degree of self confidence in yourself and keeps you in a positive mind frame. 
In 2020, while I was living in Australia, one day I was late to work and was in a rush to leave the house, I didn't moisturize my face and this put me in a negative mood the whole day as I didn't feel prepared and confident for the day. This made me realize that I can’t be the only man out there that feels this way and that gave me the idea to create a set of products that every man can relate to and feel comfortable with but most importantly not be ashamed to feel good in your own skin. 

What was the journey like, from the start to building the business up to where it is right now?
It has been a very interesting and exciting journey so far as the skincare and personal grooming industry was very new to me so I had to research and learn a lot especially when formulating the products. I can’t sell something I don’t believe in so it was very important to me that I put forward a high quality product to the market. Christopher Fern products are made from natural ingredients and is good for your hair and skin. Also, it had to feel and smell great so at the start, it took me awhile to get the formula right but after many testing and trial phases I was able to put together a winning formula. It has only been almost three months now since launching the business but looking at it now, I am extremely happy with how it’s going and see a lot of potential in the future simply because the fact that people who have tried the product are extremely happy with it and I still get messages from customers saying how good it is and that is highly rewarding for me.
 

What were the hardships you faced as an entrepreneur and what was the toughest one yet?
I think for me, the hardest part was trying to convince people to buy a brand that they have never heard of or tried before. I believe in the product and know how good it is so my mission at the start was just getting men to try it and letting them decide for themselves. Also, most men use international brands and are used to them so trying to convince them that a Sri Lankan made product is of equal or better quality was tough at the beginning. I always promote my product as being Sri Lankan made and I am proud of it. 

Being an entrepreneur, what was it like facing the global pandemic? How did it affect the business?
It was tough no doubt. The global pandemic has affected how we do business especially global supply chains and logistics.  I wanted to offer unique product packaging for Christopher Fern so the black bottle packaging that I offer is not available in Sri Lanka so I had to import it from overseas and with long shipment delays due to Covid it took me awhile to get it in the country. Also, some of the ingredients that go into making the products are from Sri Lanka but a lot of the good quality essential oils are not available here so I get them from overseas too so with a worldwide shortage with a lot of things it was difficult for me to source at the start but I managed to overcome it so all good. 

What has been the most frustrating thing about being a start up?
As a start up in the men’s grooming industry, I would say it’s easy to get frustrated at everything because you’re trying to tap into a relatively unexplored market when it comes to men’s skincare and it’s the fear of the unknown. However, I understand this is a marathon and not a 100m sprint so I am in this for the long haul. 

Explain a few marketing strategies you have implemented, and what makes them successful? 
I sell my products online through my website www.christopherfern.lk so for me it’s important that I build a solid online presence and my main marketing channels are through social media via Facebook and Instagram. I have marketed the products through influencers and bloggers and this has been great as it puts me in front of a large, ready to purchase online audience. Also, I have currently stocked at a couple of salons in Colombo, Salon Jaal in Colombo 07 and Bewaxed in Nawala and this is great as it puts the products in front of consumers on a daily basis. 
 

What motivates you to wake up in the morning and do what you do on daily basis?
I want Christopher Fern to be a household brand in Sri Lanka and then eventually a global brand and I am motivated every day to achieve that.   

What separates Christopher Fern from its competitors? 

The unique look, smell and feel of the products stand out from the rest. Also, I believe what separates Christopher Fern is the unique nature of the formula that goes into the products and the purpose it serves. Being a brand that solely focuses on men, the understanding and thought that went into making a product that suits and compliments any man’s lifestyle goes a long way. 
 

What is your definition of the word success?
For me success is achieving your goals set out in a humble and dignified way. I believe the path to success is more important especially the relationships you build and the people you help along the journey is what is truly satisfying. 
 

Why did you decide to enter this industry?
I am passionate about the industry and I believe the market for men’s grooming in Sri Lanka is growing at a rapid pace. 
 

When did you discover your passion for your business?
I have been an active user of skincare and men’s grooming products for years now but I realized in 2020 doing research into the industry that there are a lot of brands out there offering synthetic and chemical filled products that are harmful to your skin and hair in the long term. I am proud to say Christopher Fern is made of natural ingredients and is chemical free. 

Who are your role models?
My number one role model in business and in life has been my father, having watched him start a business from scratch and work hard to make it a successful business for 22 years now that’s a great achievement. 
 

Have you tried and failed with anything in the past?
Yes, I have and I think everyone has failed at some point in life or business but you have to first fail in order to succeed. Now my mindset is failure is not an option. 

What is the end goal?
To build a brand that people from all over the world can identify with and most importantly take a Sri Lankan brand global.  
 

What advice would you give other start-ups?
I would say don't be afraid to take a risk and just go for it. Life is about taking chances and capitalizing on opportunities.