The Nation Newspaper

Tag: Fashion

  • Familusi Babajide expands fashion empire

    CELEBRATED fashion mogul, Familusi Akin Babajide, who has previously brought us the most anticipated FAB Night Out, FAB Magazine, and FAB Radio has unveiled his latest venture in the fashion industry.

    Located at the brand new FAB headquarters in GRA Ikeja, Lagos, the boutique is a brand new addition to an already buzzing and vibrant shopping scene on Mainland Lagos.

    The boutique was opened to shoppers at a star-studded launch party and had the grand unveiling of FABoSphere and other exciting new ventures into the world of lifestyle.

  • Petite fashion

    Petite fashion

    PETITE women can rock any style, but the key thing is to pick a fashion tune and work your wardrobe. The most important thing for petite women to do is to construct an image for her.  And, while everyone assumes that petite means tiny, dainty and delicate, a lady can actually be a large petite or even a huge petite. Before shopping for clothes, a petite woman should decide what she wants her image to be.

     

    Fashion tips that help

    •Understand how to create the illusion of height.

    •Discover which prints and patterns will work for your small frame.

    •Know how to use colour and match it to your skin and hair tone.

    •Learn how to balance your body shape by understanding your body symmetry.

    •Find out the easy way to effortlessly accessorise.

    •Know how to avoid clothes that foreshorten your body.

    •No wide-leg pants.

    •Don’t dismiss jumpsuits as a trend only for the column shaped woman.

     

    Style trick

    Pair your jumpsuit with killer heels. This will make you appear taller.

    •Necklaces and earrings draw attention up to the face. A long statement necklace, with bright hues, really draws the eye up.

    According to a fashion consultant, heavy petite women need a medium-sized handbag. “A small purse makes larger bodies look huge. Sometimes a structured handbag will help a heavy woman look pulled-together”, said the consultant.

  • Hijab: Marriage of faith and fashion

    Hijab: Marriage of faith and fashion

    In Islam, the word ‘Hijab’ literally means a screen or curtain. However, by semantic extension, Hijab suggests a veil for covering the head and chest, particularly by Muslim females who have attained puberty. It is also a symbol of modesty, privacy and morality. Historically, women in the Islamic culture wore veils to cover themselves.

    Interestingly, in modern times, learning about the different kinds of Hijab can help a Muslim woman enjoy a fulfilling shopping experience. It affords the user the opportunity to adhere to her cultural standards, while expressing her individuality through her choice of colour, style and fabric.

    Just as there are different types of Hijab, there are many options for purchasing these garments. For instance, there are retail Islamic stores that specifically deal in these items. An example is Arabel, an upscale Islamic store, where items, ranging from the simple to the avant-garde, are sold. It also offers online trading to show buyers an opportunity to learn how to differentiate between the styles of Hijab as well as where to purchase specific garments that are worn comfortably and securely.

    However, while some prefer to visit some of these ‘elitist’ Islamic stores, others prefer to patronise individuals in some markets across the country with the belief that they can enjoy the luxury of haggling over the prices.

    Hijab usually comes in different shapes and sizes. They can sometimes be small or large, but it solely depends on the taste of the buyer. It may also be square, triangular and rectangular, depending on how it is used.

    Hijab comes in silk, chiffon, cotton, polyester and rayon or a combination of fabrics and sells for between N500 and N15, 000 per one. At times, it comes in patterned or flowery designs. Buyers may also consider wearing under- scarves, which are accessories worn to keep a woman’s hair from slipping out of the Hijab.

    Over the years, Hijab has changed in appearance and is now available in different varieties. People have come to like Jacquard veils, which come in various designs and colour because they suit different occasions and fit their personalities.

  • Rainy season party look!

    Rainy season party look!

    PEOPLE tend to think of fashion as being redundant during this season and most are confused about which type of outfits they should wear for wedding, birthday and owambe parties. We are finally looking into the period where we definitely don’t have to worry about these dips in temperature. Some of people prefer to wear dull dresses so that the bright coloured ones do not get stained, but in the right hands, rainy season apparel can be incredibly elegant.  It is fun to get dressed glam and fabulous during rainy season.

     

  • How fashion has boosted my earnings

    How fashion has boosted my earnings

    Rodney Emeka Igwedinma is the winner of the MTN Young Designer of the Year Award 2013. He is currently a student of the University of Lagos, studying Accounting. In this interview with Bukola Afolabi, Igwedinma, who comes from a family of seven, talks about his humble beginning and the journey to fame.

    How did it all begin?

    My parents are Ebenezer and Monica Igwedinma. My dad is a retired civil servant while my mom is a tailor and we are a happy lot.  Growing up, I schooled in Rivers State, Port Harcourt. I attended the township primary school, Oyibo for my primary education while I went to Government Secondary, Oyibo for my secondary education. As for my tertiary education, I started out at Ladoke Akintola University of Technology (LAUTECH) Ogbomoso where I was studying Biochemistry. But when I developed my talent as a fashion designer, I had to leave LAUTECH for the University of Lagos, UNILAG, where I started seeing things happen for me in my career. Although I spent many years at LAUTECH, I think it was a wise choice moving to UNILAG because it exposed me to a lot of things. I started my career in 2011 after leaving LAUTECH while studying a science-based course and was forced to begin my university education afresh in Lagos having gained admission to study Accounting. Interestingly as a kid, I had enjoyed art-based classes but due to family pressure I went through school as a science student. My decision to transit to Accountancy was based on my belief that the course would provide the best platform to fulfil my vision as a fashion designer. And it wasn’t hard to switch because I already had a combination of science and arts courses in my O’Level.

    How was it competing against other designers who had trained abroad?

    I really don’t believe that someone’s background should be a limiting factor in how far one can go. It’s all about what’s inside of you – so I think that was what paved the way for me. During the auditions, I saw a lot of guys come in with swag, and I was challenged, amazed at some of the designs but I wasn’t intimidated. Yea, they came armed with fashion degrees from Paris, UK, Vienna but they didn’t move me.  When I showed my brother what I was up against, we were just laughing. It was like a David and Goliath situation. Most of my friends just wished me all the best. When I made the top ten shortlist, my close friends told me that they won’t shout or celebrate with me and that the only time they would rejoice is when I am crowned winner. This is the extent of belief and confidence which my close pals had in me. This kept me going. I had no fashion qualifications, whether local or international but I believed in my work.

    Did you know that you were going to win?

    (Laughs) I so much prepared for it. At the last edition in 2012, I attended the closing finale where the winner was announced. I studied the process and workflow of how the models and designers presented their materials. That was on the 28th of October. From that point on, my preparations began for this year’s edition.

    What were the high points of your preparation?

    As part of my preparation regime, every month or at least once in two weeks, I tried to go through some of the collections from the last edition of the MTN Young Designer’s competition at the LFDW. I meticulously studied the collections from Josh, last year’s winner. I also studied the show generally, trying to gauge the perception of people about their fashion choices and needs. It was a journey that has taken about a year and has seen me crowned as this year’s winner.

    We are really doing well in terms of fashion appreciation. Almost everything in Lagos has glam and style, looks like what you see abroad. And the beautiful thing is that it is still burgeoning.

    When did you realise you wanted to become a fashion designer?

    My mom is a tailor and she always put us through tailoring when we were young. Although back then, I was a bit stubborn and didn’t find the experience pleasurable, she insisted that we all learn the art. It was as if she knew what was coming ahead in the future. When I got to LAUTECH, I became very serious about the craft when I saw some things that inspired me – there was a business case for it and I was hooked on it. I am into men’s clothing, so while at LAUTECH, I saw boys looking good, fresh and wearing made clothes that were tailored here in Nigeria. My plan on entry was to change motifs in terms of the way boys were dressed.

    So what steps did you take?

    I went to Yaba Market and bought a piece of fabric. I designed something good from it and when my friends saw it on me, they all loved it. They were surprised to find out that I had made the shirt and called me a genius. That was all the motivation I needed to start making clothes and before I knew what was happening, the dresses were moving round and attracting a lot of compliments from other students in school.

    What was the first piece you designed?

    It was a chinos pant. I bought the fabric for seven hundred and fifty naira at the Yaba Market. I made it while we were on vacation then. So when we got back to school, people loved the pants on me. It stood out because back then a lot of boys were making shirts and we didn’t have people who designed pants. So I began to make chinos pants and shirts at LAUTECH.

    There is an influx of young designers, what new thing are you bringing to the table?

    Finish, finish and finish. Just as you witnessed at the LFD show, our finish line looked perfect and that is something many people don’t expect from a young designer. We pay attention to details and try to make it look so nice. We will continue to place value on the finishing for our collections and the details in our clothing line.

    Would you say that the work environment is clement for the realisation of your dreams?

    In Nigeria, the only way to thrive as a fashion designer is to be known and that is a challenge. If you are unknown, there’s no way you can sell. The options are limited – you can enter for a competition, win, and become a star or you work your socks off till you become relevant. As young designers, we don’t have the kind of resources which are available to established names – large stores/showrooms where people can come and buy your pieces.  As for funding, it’s also a big issue. You need factories for production in large quantities as well as logistics and distribution.

    Describe the general process you go through to design and realise a piece of clothing.

    To produce a bespoke piece for a client, I get to sit down with the client to understand what he really wants and what occasion he is wearing the piece to – red carpet show, dinner, office wear. Once I understand what the client’s thinking is, I sketch out my designs that are compatible with the purpose or occasion. Once the client is satisfied, I go out to select fabrics that will help to interpret the sketched designs. After this, I cut the fabrics and get them into the factory for production. The customer then comes back for a fitting to make sure that it’s the perfect style as conceived. If there are adjustments, we take them back and amend accordingly till we meet the client’s expectation.

    Has fashion been profitable for you so far?

    Yes, it has been, especially if you know what you are doing.  Also your ability to reach the target market determines profit margins.

    Who are your major clients?

    My major clients are those who understand the essence of bespoke tailoring.

    Could you name some of them?

    Well I have had the privilege of working for a lot of Nigerian celebs. Guys like Nollywood actor/director Desmond Elliot, Uti Nwachukwu, Chinedu Ikieze (Aki), Gbenro Ajibade of popular TV series, Tinsel, Elenu the comedian, Ushebebe, an OAP and Yomi Casuals, to mention a few. I have worked with Veronica, a popular fashion stylist.

    How long have you worked as a designer?

    I have worked professionally for two years now but then I practically grew up learning how to sew with my mom. So I have been at it for a while now.

    How would you describe your two-year sojourn?

    It’s been two years of hard work. I haven’t had any rest because I know what I was gunning for. As such, it’s been a gruelling experience with great achievements like the Young Designer of the Year Award. In the first year, I brought out a collection and had a shoot for it but only my friends and close associates saw it. Then in 2012, I did another collection which was a bit more colourful. It was featured on BellaNaija and this launched me into the industry, people got to know about me and my works. In 2013, I launched another collection – Work Hard, Play Hard – which gained more traction than the first, before doing this last collection, Man about town, which was showcased at the Lagos Fashion and Design Week. So, as you can see, it’s been a season of hard work these last two years.

    Who else is behind your brand? Do you have a team?

    I work alone. But I hope to expand and employ other people by God’s grace. We would hopefully have space for creative directors and other people that would team up with me to up the ante and build the brand. That said, I have tailors who work for me.

    Where do you buy your fabrics and other sewing materials?

    I get most of my fabrics here in Lagos. It also depends on the clients I am meeting. There are some of them who want to use materials that are not readily available here. But, usually, I comb through the Tinubu and Idumota markets on Lagos Island when I go out in search of fabrics.

    What matters to you most as a fashion designer?

    What I usually strive to avoid when making clothes is to prevent my dresses from looking tacky. I try to go the extra mile in making sure that there are no loose ends. I stick with it till I get what I am looking for on the finish line. I try to make sure that I produce dresses that when people see them outside, they fall in love with them.  I love to please myself and I believe that if it can give me pleasure, the people out there will also like it. And, of course, my taste is high so this places a great demand for perfection on me.

    What are some of your fashion goals?

    I want to go international someday. Although I usually plan my movement, for example, early on in the year, I already had it in mind to participate in the LFDW. So, I love to prepare myself ahead of time. My goal as a fashion designer is to be the number one Nigeria’s man-label to go global. I want to sell on a worldwide scale. And this explains why I have a tilt towards the British cut.

  • Fashion at its best

    Fashion at its best

    Dentistry students of the University of Benin (UNIBEN) have organised a Fashion Challenge and Dinner to mark their Health Week. EDDY UWOGHIREN (200-Level Medicine) reports.

    The gathering hooted in excitement as models emerged from a section in wedding outfits and fitted suits. Their synchronised movement was greeted with applause by the audience. They waved back to the crowd, smiling. Moments later, the models came out in different attires, this time – in flowing gowns and native dresses.

    This was the scene at the 2014 edition of the Fashion Challenge and Dinner organised by the Benin University Dental Students Association (BUDSA) in collaboration with Evol Fashion World.

    The event, with the theme: Through the eyes of a dental surgeon, took place at the multipurpose hall of the Women Health and Action Research (WHARC) last Friday. It had top fashion designers, beauty queens, models and students in attendance.

    It started at 7:30pm with a red carpet session, where guests were interviewed on their mode of dressing. At 8:45 pm, the stage was set for the show.

    Samuel Ajagba, BUDSA president, said the event was part of the programmes commemorating the association’s Health Week. According to him, the fashion show was held to enable students relieve tension of medical school and foster friendship among them. This year, he said, the association brought top models to spice up the event with their runway skills.

    He said: “Thus far, we have had a picnic, campus blast, free blood donation, symposium, dental outreaches to Edo State Government House and an Africana Night. Our theme for this year’s health week was carefully selected to proffer solution to the nation’s dental challenges.”

    There was excitement while the event, anchored by MC Casino, lasted. Campus comedians dished out hilarious jokes. Hip hop artistes, such as Chiblaze, Emmanuella and Acrobatic Dancers dazzled the crowd with their stunts.

    Fashion designers had a field day showcasing beautifully sewn attires. Photographers made brisk business taking shots of the participants. There was a lot to eat and drink.

    The highpoint was the presentation of awards to students who distinguished themselves in their academics. Linda Iheme won the Scholar of the School of Dentistry Award. She has a record of distinctions in all courses since she was admitted into the school.

    “There is always a reward for hard work,” the excited Linda said after she received the award. Other students were also rewarded for their academic feats.

    At the event were the National Vice President of Nigeria Association of Resident Doctors (NARD), Dr Harrison Omokhua; chairman of Committee on Dental Education and Health (CODEH) Osahon Okeaya-Inneh; former president of University of Benin Medical Student Association (UBEMSA) Osagie Eigbodion and former Vice President of the National Association of Edo State Students Ovenserin Iyekeoretin.

    Chuks Obuse, a student, said the event provided an opportunity to socialise and relax after a hectic dental posting to teaching hospital. He described the association as the most vibrant, despite having a few members.

    He said: “We believe it is not about the number. Each class in dentistry has not more than 25 students, and the association is vibrant. The welfare of each member is the primary objective.”

    The Chief Executive Officer (CEO) of Topleg-K Models praised BUDSA for the partnership. He said his outfit would participate in subsequent BUDSA programmes.

  • 5 fashion items you can’t resist

    5 fashion items you can’t resist

    FROM an extravagant pair of strappy sandals to high heels, there are some things a fashion lover simply can’t pass up. Check through to see what five stylish happenings top our list.

     

    LBD

    You will never pass up trendy little black dress opportunity. The little black dress is one of the most desired dresses are usually more of a formal outfit and give a sophisticated look to women; the LBD is a worthy wardrobe investment.

     

    Jumbo-sized pearls

    One of today’s hottest pearl styles is to wear multiple strands of pearls as wrist or neck ornament.

     

    Clutch purse/bag n big bag

    While a small clutch purse as it is makes a great fashion statement. The big handbag is every woman’s companion.

     

    Strap sandals and high heels

    Elegant, sexy and sophisticated shoes with pointed heels no doubt will always have their place in the fashion world; they are too unique and beautiful to be ignored. They are still a popular choice.

     

    Charming earrings

    Wonder what would earlobes look like, if we did not have earrings to beautify them? Drab and dull! You are right.

    While the right earrings could add to the wearer’s beauty, the wrong one could mar it.

    At the moment, the most popular earrings are the loops, chandeliers and the drop earrings. And most of these exquisite and appealing earrings feature pretty floral motif studded with shimmering diamonds and velvety green emeralds.

  • Fabulous presence and the belt

    Fabulous presence and the belt

    THE fashion scene continues to be a tale of the survival of the trendiest. So how can you continue to thrill and maintain that fabulous outlook on a daily basis. If you do not want to compromise your outlook, then you may have to spend so much money buying new items on a regular basis.

    Alternatively, you can get creative mixing and matching separates to look good without tears. Interestingly, you can achieve this by making use of a set of colourful and mature belts, depending on the event as well as the mood that you want to create.

  • ‘My idea of relaxation is spending the day with my husband in a quiet lovely location’

    ‘My idea of relaxation is spending the day with my husband in a quiet lovely location’

    CREATING the best of fashion designs and then striding the length of a runway with an array of top class models is Lanre Da Silva-Ajayi’s natural past time. Youthful-looking Lanre Da Silva as she is also fondly known is the founder of the fashion label ‘LDA.’ And as far as the African fashion industry is concerned, she is a towering personality.

    As an icon in the Nigerian fashion industry, the top fashion designer has been able to elevate her talent to the international fashion scene. With local and international participation in many outstanding shows and exclusive runways: To her credit is the fact that her products are available at notable places outside the country. One of such places being the Dolce & Gabbana Spiga 2 Concept Store in the heart of Milan, Italy, the hubbub of international fashion.

    We met her a few weeks after her successful participation at the wave making ‘Runway Abuja’ held at Transcorp Hotel in Abuja late last year, where she showcased some of her highly rated stuff. It was easy there and then, to understand why the designer with a model-like body features is so admired in the fashion industry and why so many young designers find inspiration in her works.

    “I love creativity, and I enjoy working with my hands,” said Lanre Da Silva in an outright display of simplicity. As a fashion designer, her early life dictated a lot in what she is at present. “Whilst living in England, I became more interested in couture. The fascination for garment making became more established in me. I was quite aware of my flair for fashion designing at a tender age. But I also knew I wanted education. I wanted a university degree since I already had fashion designing as a part of me.”

    So off to Coventry University, United Kingdom, she went for a degree in Business Administration. Not satisfied, she later moved to the University of Leicester for a Master’s degree in Finance.

    Despite her designing talent and creativity, Young Lanre Da Silva was keen on pursuing a career in the finance world. “At the time of study, I was quite good in mathematics and I liked professions that had relations to it.” To prove herself, she worked in the banking/finance sector both in the UK and Nigeria.

    However, her life was to gradually change on arrival in Nigeria. The country had great attraction for her creative talent. And it was a pull which commanded her attention, one that she could not resist. “On getting to Nigeria, I made a couple of outfits for my friends, and felt the public interest in my designs. I decided to pull resources and develop my passion for fashion further. It was not easy to find dressmakers to make the kind of garments I liked to wear for me then. As known, my style is not ordinary. There always had to be an element of character.”

    Unknown to her, the young designer had discovered her path to fame through fashion. “It was the beginning of my label, though I wasn’t entirely sure who will be buying.” However, if there was one thing the young designer knew then, it was that, “I had to define my target audience.”

    Like great brands, Lanre Da Silva started with friends and family as her clientele. She said: “Gradually, word got out there. Fashion definitely has an element of confidence that comes with it. I started off with avant garde pieces. I was really thankful for the feedback I received. Today, I will say that the average Nigerian woman is more confident to show off an avant garde piece as compared to eight years ago when they were not so sure of themselves as regards fashion. Good news for the fashion industry in Nigeria.

    “In terms of my early designs, they were conspicuous avant garde and very much grounded in 1940’s English couture. Some of the designs came as a shock to the average Nigerian woman. However, there were people that understood my early style and the signature of my label and they have stuck around to see me grow to what it is today.”

    But how ready was the Nigerian fashion scene then to receive her new look designs? “At the beginning, the fashion industry was like a new born baby. I had to source for tailors locally, re-educate them and train them as it was difficult for them to understand why I wanted certain patterns in a particular way.”

    Even then, Lanre Da Silva realised that success in her calling was not just going to depend on her creativity alone. Experience had taught her that much. “I knew that media exposure towards fashion had just started, and I thank God for a lot of goodwill from existing clients that helped to spread the word about my works then.”

    “The fashion industry is growing at a tremendous rate.” That much the trend setting fashion designer believes. “I would say it has been so far, so good. It has been very adventurous. And we have a lot to be grateful for, especially for the ban on importation of fabrics from abroad, which enabled us to look inward to source materials.”

    “With the popularity of our own ankara, for instance, we have been able to create and re-create fabulous designs that have challenged us sometimes beyond ourselves. There have also been a lot of support for the designers through the media, the ever faithful clients and definitely individuals and companies that have aided the industry to where it is today and all the international runway shows, Omoyemi Akerele of Style house files, has helped a lot of designers through the shows and exhibition platforms. Not forgeting, Mr Kola Karim who facilitated the coming of Franca Sozanni and Roberto Cavalli to Nigeria, and so many others.

    “So the industry is daily growing, and that is something to be proud of. There have been contributions into its development from all sides. It is something to give thanks to God for. Nigerian fashion designers have indeed contributed their quota to see the industry grow here at home and also outside the country. We have worked hard. It is something to be proud of because our works our making a lasting impression outside this country too.”

    Lanre Da Silva is a designer that enjoys what she does. She cherishes the passion that creates each of her work, just as much as she believes that designers in Nigeria are doing very well. However, according to her, she does not see any challenge to her works coming from any of the other designers. She is happy to see that designers in the industry are up and doing and, “this is good for the industry that more and more designers are coming up. This does not pose any threat at all to the existing designers. There is always room for more.”

    We asked her what special moments in her work and life so far has left a lasting impression in her? Her response expressed the joy she enjoys in her work. “Every moment in my career has been a milestone for me, all the runway shows both locally and internationally. However, I will like to particularly point out that showcasing at the pitti imagine W held in Florence Italy, through style house files, which has led to the LDA brand being the first African fashion label to stock at the Dolce and Gabbanna multi concept store in Milan, was definitely a proud moment for me. I am very grateful to God for the success.”

    For an acclaimed established designer that she is, we asked Lanre Da Silva what expectations she has for each of her creative works. And over the years, what impact she has seen it have over her clientele. The designer was quick to reply thus: “An LDA woman can be described as bold, confident and classy. I use a lot of colours and being African, you see the blend of my African roots merging with the signature English couture in the garments I create. Like any established fashion designer in the world, I forecast trends based on history and seasons in fashion. My designs evolve continuously as it is important to keep the label fresh and interesting all the time.

    “I work with almost every known fabric from silks, velvet, lace, wax prints, sheer, aso oke, just name it. That is the power of couture, being able to turn simple fabrics into beautiful creative work.”

    Her personality, success and popularity immediately put her in a class of her own. And so do imaginations run riot about what her clientele may look like. True, Lanre Da Silva may be upscale and caters to high profile clientele, but she is also quick to let you know that, “my clientele cuts across all the classes. I cater to the high earners, the middle class earners and the low-income earners. What you require to be done for you could be different from what another person wants. Taste differs from one person to another.”

    For one who brings out the best designs for each of her clients, Lanre Da Silva’s personal style speaks for itself through the clothes she wears. Blessed with a figure that stands out, she believes that style is individual and a stylish person is one who accepts herself. She loves clothes and materials that flatter the body. “Style does not need to be forced, it comes naturally,” she said.

    Being married is a source of joy to her. “I am happily married with two children.” The designer added that she is naturally a home maker despite her passion for her creative work. Much as she has been a career woman over the years, she remains particular about enjoying the comfort of her home and family life. “I love cooking for my husband. My idea of relaxation is spending the day with my husband in a quiet lovely location. I also do enjoy spas and reading too. My husband has been wonderful and supportive.”

    Does she have anything that she would rather not do without? Yes she does! “The essential items I can’t do without are my blackberry, sketchbook, pencil, an oversize leather hand bag. I also cannot do without my lip gloss, lip stick, a pair of heels and sunglasses!”

    The top designer also has a pattern for spending her money. “I spend a fortune on buying fabrics and trimmings. I love to shop in Italy. I believe Italians have a keen sense of style!”

    As a parting shot for upcoming designers, Lanre Da Silva says “the sky is wide enough for all birds to fly!” And they should learn from her lifestyle. “I don’t see anything as a challenge. I am blessed and grateful to God to be doing what I love most!”

  • Carving a niche for herself in fashion designing

    Carving a niche for herself in fashion designing

    Female entrepreneurs are using fashion to empower themselves. For one of them, LedifetuAruna, who is based in Lagos, fashion has set her on the road to fame and wealth. Daniel Essiet reports.

    Ledifetu Aruna wanted to be a business owner rather than work for somebody.

    By 1999, she has started dreaming of a dress making business even before she got into college. She saw beyond the limited fortunes of ordinary tailors on the street.

    Her ambition was to take dress making to a level that could sustain and help her achieve her life’s goals.

    Eventually, she began her fashion company in Lagos in 2011 with less than N100,000. Her strategy was to create winning designs that are affordable and suitable for the middle class. As a result, sales rose. Today, the business is self sustaining. She designs her own collections. Aruna ‘s eye for fashion has set her on the road to making millions.

    She has gone from running the business on her own to having a full team around her now. Her huge clientele is solely based on word of mouth publicity. She believes an entrepreneur must have a goal in mind and should continue honing their skills for life. To her advantage, Aruna paired her skills – business savvy and great leadership – with a desire to create winning designs.

    In a world where well-tailored dresses cost a fortune, she manages to deliver quality at affordable prices.

    Lagos, arguably one of the most suitable places to do business in Nigeria, has contributed to the success of her business.

    According to her, fashion and tailoring business can be approached from two angles: start small from home with manual machines, or open a shop with industrial equipment and machines awith expert tailors. While the first approach is not capital intensive, the latter is.

    Aruna, who combines modern fashions with African colours, doesn’t shy away from making bold statements. Much of it is based on the processing of fabrics.

    She blends imagination, comfort and style to create functional and fashionable designer clothes.

    In addition, she ensures that her products are 100 per cent Nigeria.

    On the secret behind her success, she said: “The secret to my business success is my unwavering commitment to back my dream with hard work. It is also the ability to anticipate future trends, delivering unique, quality garments, providing customers with a fulfilling dressing experience and exceeding their expectations.”

    Her fast-track growth is particularly notable because she found success in an already crowded and fiercely competitive fashion industry. To run a successful business, according to her, requires awareness about the specified field and all related areas.

    She said new entrants need supplies such as sewing and weaving machine, sewing accessories, pattern cutting table, pressing iron, a generator and clothes shelf, among others.

    Her clients include men and women within the 20 to 55 age bracket, teenagers and children who recognise the need to look good and the importance of quality service at a little extra premium.

    She added however that starting a fashion and tailoring business is not easy.

    New entrepreneurs face a number of hurdles, including navigating complexities of the industry, creating a solid business plan, and finding affordable space.

    The business is not very lucrative for the first six months to a year. In fact, nine out 10 business fail, so it is a big risk. She said challenges are numerous, including the challenge of accessing credit.

    For this reason, she worked all-day on weekdays, nine to eight and Saturdays; sometimes extra longer hours on weekdays and Sundays to meet delivery deadlines. Her advice to other entrepreneurs is to make continuous training and learning top priority. Three tips for launching a business in a competitive industry: Be unique, know your price point, listen and respond.