By Vivian Onyebukwa
Though Elizabeth Ayooluwa studied Microbiology from Ambrose Alli University, Ekpoma, Edo Sate, Nigeria, her love for fashion drove her into the business. Today, she is making women beautiful with her creative and unique outfits through her label Ayoswardrobe.
She spoke to VIVIAN ONYEBUKWA about her label, fashion and its business.
TELL US HOW long YOU have been in the business.
Technically, I have been in the fashion business since 2010 when I started my boutique from my student apartment back then in university. I started making clothes myself in 2017 while in fashion school.
Why did you choose to pursue a career as a fashion designer?
Since I was a child, I have always loved fashion. I can remember cutting up some of my mum’s scarves to make dresses for my dolls. I love the process of creating a dress from fabrics to beautiful outfits and I love the look of satisfaction on my customers’ faces when they wear dresses made by me.
What’s your least favourite part about being a fashion designer?
My least favourite part of being a fashion designer has to be Ironing, but it is something I must do to create a beautiful piece.
What’s your assessment of the Nigeria fashion industry?
The Nigerian fashion industry is growing rapidly in line with the Nigerian music and entertainment industry. The export of Nigerian fashion is on the rise because Nigerian designers are making designs competing with international brands.
Do you think the government is doing enough for the industry. If not, what would you want them to do more?
The government is not doing enough for the industry. There should be more opportunities for grants and loans that would help build and grow fashion businesses.
What were your early challenges in the business?
One challenge I faced earlier in business was getting customers to style and make outfits for. I assumed that it would be easy to convert my old boutique clients to customers I make cloths for but they were not really interested in the idea. I had to start from scratch to build my customer base. I had to go to where my new customers were and sell my services. I was in the ushering group in my church and I always offered to make their uniforms. These helped me get some clients and through word of mouth, the clients within the church and outside the church increased. I also made ready-to-wear fashion pieces and advertised through social media which gave me more customers.
Tell us about your greatest achievement as a fashion designer.
It was making my first wedding dress for a high-value customer who believed in me. It turned out beautiful and was the talk of the wedding.
What’s your greatest strength as a fashion designer?
I would say my greatest strength is in designing styles and the ability to mix different fabric colours to create beautiful outfits.
Explain your process for working with a disgruntled client.
I always try to remain calm and listen attentively to every detail they are requesting to get their order right.
In your opinion, what are some important skills or traits for fashion designers?
I would say designing, but then I think it is knowing how to tweak a dress when a customer is not pleased with the outcome.
What important lesson have you learned about working in the fashion industry.
My most important lesson learned has to be, “Never compare yourself with anyone”. This was vital to me in today’s social media age.
How do you stay up-to-date on the latest fashion trends?
As a fashion designer one should always be at the top of her game. Research is very important. Also learn to always re-invent yourself.
What are your favourite trends in fashion, both in the past and present?
In the past, my favourite trend was the boubou attire and now they are back and more stylish. They are still my favourite.
In your opinion, which Nigerian celebrity has a great sense of style and why?
I would say that Rita Dominic has an exquisite taste in fashion. Her dress sense is unique and mature.
Who are some of your favourite designers?
Tubo, and Styletemple.
What type of fabric do you enjoy working with the most?
I love working with polished Korean Crepe.
What makes your designs unique?
I always aim to create designs that fits perfectly on my customers’ body and most of my customers acknowledges and appreciates this.
What inspires your designs?
Anything can inspire my design. It can be a building, a fruit, an animal, a particular flower, literarily anything.
What does fashion mean to you?
Fashion to me means freedom because it gives me a platform to express my creativity.
If not fashion designing, what else would you have love to do?
I would be cooking and experimenting with flavours.