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By Vivian Onyebukwa
Elizabeth Ayooluwa is the brain behind Ayoswardrobe, a fashion house. A graduate of Microbiology from Ambrose Alli University, Ekpoma, Edo Sate, Nigeria, she said her flair for fashion since childhood, drove her into the business.
In this interview with Saturday Sun, she spoke about life and fashion generally. Ayooluwa said if not fashion designing, she would probably be cooking and experimenting with flavours.
How long have you been in the business?
Technically, I have been in the fashion business since 2010 when I started my boutique from my student apartment back in university days. I started making clothes myself in 2017 while in fashion school.
How did your journey into fashion designing business start?
Like I said, I started from selling female wears in my university hostel, and graduated to selling online and offering shopping services to clients. Then, in 2017 I went to a fashion school to learn pattern drafting and sewing techniques. The rest is history.
Why fashion business?
I have always loved fashion as a child, so growing up, I knew that was what I ultimately wanted to do. I wanted to be a fashion designer who brings my sketches and imagination to life in creating unique fashion pieces for clients.
Was there any opposition by anyone against you making fashion designing as career?
I was very fortunate that my family and friends supported me when I started my fashion journey and they helped me through difficult times.
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 clothes 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. This gave me more customers.
How lucrative is the women’s fashion business?
Women’s fashion business is highly lucrative. Most women love to look beautiful and elegant daily. This makes them invest heavily in their fashion attire.
What fashion style is in vogue for women?
The fashion style in vogue for women is the corset dress. The styles exude class and affluence and give the illusion of a slim waist and a flat tummy.
What colours are a no-no for women?
There are no colours that a woman can’t wear, it only depends on how they are paired.
How can you describe the Nigerian fashion industry?
Nigerian fashion industry is very vibrant and it is growing rapidly. Nigerian designers are doing amazing work with good quality that can compete with work that is done internationally.
Why do you think people are rushing to become fashion designers?
A lot of people go into fashion for different reasons. Fashion is part of the entertainment industry and the appeal of the industry has exploded with the advent of social media. Fashion offers people an opportunity to express their creativity without being actors and musicians.
How do you cope with the competition in the industry?
Although the fashion industry is very competitive, I believe that there are many customers to serve and if you are very good, you will always have customers. So I improve myself constantly and advertise my work using social media.
What is the state of business as regards to fashion in Nigeria?
Nigerians love fashion and like to look rich. This makes them invest heavily in their clothes and overall looks. People buy more clothes locally now because of the high exchange rate. The fashion business in Nigeria is good.
What are some of your experiences on the job?
Some good experiences are, getting to meet and style people of influence in the country and working with other like-minded creators to deliver jobs of good quality. The bad experience was when I worked with difficult-to-please customers with unreasonable demands in terms of styleand timelines.
What is your definition of style?
I would say that style is how you express yourself through the choice of design, fabric and colours you like to wear. It is unique for each person as tastes and personalities vary.
At what point would you say was your turning point in the career?
I would say the main turning point for me was going to fashion school to learn fashion design. This opened my eyes and imagination to new possibilities in fashion.
What inspires your designs?
Anything can inspire my design. It can be a building, a fruit, an animal, a particular flower, literally anything.
What makes your designs unique?
I always aim to create designs that fit perfectly on my customer’s body and most of my customers acknowledge and appreciate this.
If not designing, what else would you like do?
I would be cooking and experimenting with flavours.
