Jennifer Olize is the daughter of popular broadcaster, Frank Olize. She studied Business Economics at the University of Reading in the United Kingdom and graduated in 2007. During study time in London, United Kingdom, Jennifer worked part-time in various capacities and also hosted several events. She later studied Conference and Event Management at New York University then moved back home and formed her top-notch events company known as Le Reve Events. The young entrepreneur has been pushing Nigerian fashion forward with her annual fashion and music show tagged Music meets Runway(MMR). She tells Adetutu Audu how her passion for planning became a reality
JENNIFER Olize’s company, Le Reve Events, conceptualised and produced Music meets Runway, the hugely successful event which debuted in 2011. It was considered the biggest music and fashion event and it was a launching pad for some of the biggest stars in the music industry. Music meets Runway was the first major stage where hip-hop sensation and multiple award-winning Davido performed and was also a platform for models forging their way in the industry. MMR also aims to promote networking among fashion industry professionals including educators, retail buyers, fashion journalists, trendsetters, tastemakers and consumers.
For years, the annual music and fashion show has continually dominated the fashion industry and it has become one of the most-anticipated shows of the industry. Fashion designers have been able to gain a lot through MMR. The MMR Foundation, through the help of sponsors, was able to reaffirm its commitment to empowering emerging talent through the launch of the MMR Rising Icon Competition 2013. A three million naira grant was awarded to the winner of the competition, Olakunbi Oyelese, Creative Director of a Nigerian fashion label, April by Kunbi. After this, her brand grew into a widely recognised brand with lots of Nigerian celebrities wearing it on red carpets of major events throughout 2014.
The 2014 edition of the MMR took another dimension from the previous ones. Fashion literarily met music at the event dubbed “the African Edition; New World Treasure”. Celebrities dazzled and designers like Kola Kuddus, Sunny Rose, Mademoiselle Aglaia, alongside African artists like WizKid, Sauti Sol, Efya, as well as others from across the continent converged at Eko Hotel & Suites, Victoria Island, Lagos, to make history.
The performances by some of Nigeria’s bests like Seyi Shay, Wizkid, Ice Prince, Dammy Krane, Pantoranking, Cynthia Morgan thrilled the audience. DJ Cuppy took things to the next level mixing different hits from across the continent. Akaogu Ogochukwu of ‘Lines By Chaab’ outdid other designers such as Aama La Mode, Ms Ray, Sally Bawa, Ayo Van Elmar, Telilah, Elis Major, Liz John Blcak, Abbyke Domina, Queen E Collection, to emerge Music meets Runway ‘Rising Icon’.
Having studied Business Economics, how did she end up in fashion consultancy? Olize disclosed that she loves fashion and the business aspect of it. She studied Business Economics at the University of Reading, United Kingdom, and earned a postgraduate in Event Management at the University of New York and decided to focus more on fashion when the idea of merging music and fashion cropped up.
So how did she arrive at the idea of Music meets Runway? “The fashion and music industry has been doing so well in Nigeria over the past few years and as I have a love for both fashion and music, I thought it would be interesting to combine the two. I have always wanted to provide a platform for talented designers and musicians to perform on stage at the same time” she explains.
Switching from paid employment to starting her own business, how easy was the transition? The fashionista reveals that she always had a problem with people telling her what to do. It is not that she does not like to take instructions, but she is very independent and I like to do things in a certain way. “I consider myself to be a creative person, which has been evident from my early days in secondary school when I started getting involved in the creative arts.
“Back when I was in Queen’s College, I was involved in organising one event or the other and this went on until I got into the university. I organised a lot of events and I was lucky enough to make a little bit of money from it. And since I love organising events, I figured, why not make a career out of something I really love doing?
“I also noticed that whenever I am in regular 9 to 5 job, my level of happiness reduces drastically. I was never really happy or motivated waking up to go to work every day and it made me sad all through the day, which meant I spent of my time daydreaming about running my own business,” she notes.
Apart from being the CEO of Le Reve Events, Olize also runs Le Reve Pieces, a jewellery & accessories fashion store in Lekki. She sources pieces from other countries and assemble to resell. Le Reve Pieces, she says, is made exclusively for people that have a good eye for good jewellery.
Does she not have challenges? The Delta-born entrepreneur affirms that the challenge of planning an event in Nigeria is complicated. “Being a young entrepreneur in Nigeria is the hardest thing ever, especially when you are starting from scratch. When I moved back from the UK, I thought it would be so easy considering my qualifications and experience but I was wrong. Planning an event in Nigeria is the most complicated thing ever, considering that things are not straight forward,” she notes.
The young, ambitious and beautiful entrepreneur continues: “Events here are really expensive to put together, and a lot of companies are not supportive. Sourcing for sponsors is a very tough area; most companies are not forth coming due to the business climate in the country. For example, the money most companies could have used to sponsor events is inevitably spent for the purchase of diesel for their generation sets. The energy problem is incredibly pervasive.”
How does it feel to be a young female CEO? “It feels great but of course it is very tough. It is so challenging but it is very rewarding. I am thankful to God for where he has gotten me to. My greatest challenge has been getting people to take me seriously. Women are still seen as below men worldwide and so people are always shocked at my age and all that I have been able to do in the past few years. However, because I have been very persistent, I have been able to get to where I want to be. “Growing up, I always wanted to be on my own. I had this vision of owning an empire one day. I have so many ideas and visions. Most people don’t have the courage to start a business, maybe due to lack of funds or largely due to the fear of failing. But I am a go-getter. I am not afraid to fail and definitely not afraid to win,” she gushes.
What are her highs/lows of running an events company? According to her, events are really fun. “It takes a creative mind to turn your thoughts or someone’s thoughts into live. It is very challenging but interesting at the same time. However, when there is no support, when you are having an event and there are no resources for funding, then that is when it does not become fun anymore. When you want to do numerous breathtaking events but cannot afford to do it because things are not favourable in the country. That is definitely one of the major lows of running an events company.”
Despite the fact that her father’s name commands respect and can opens door, the younger Olize believes that regardless who your father is, hard work and persistence can get one to where one wants to be. But her father has been a great influence in her life. “He has really made an impact in Nigeria and has helped a lot of people and is still helping a lot of people, plus he raised two beautiful ladies, if I must add. It is my ultimate goal to help people and make a difference in Nigeria. That is why we have the Music meets Runway Foundation where we try and support young children by paying schools fees and providing educational supplies. As I grow and the more God blesses me, I will love to bless others too,” she affirms.
