Tag: fashion

Its time to Invest in the African Fashion Industry

by Sandra Aka

“Africans need to put on the clothes made by their fellow citizens as a showcase of support and home pride”.

Africa has become a hub for designers unafraid to create fashion statements embellished in colors as bold as the continent’s sunsets and in prints as culturally rich as its people.

Their designs are cat-walking across runways both at home and around the world from New York to London to Tokyo.

Despite its budding international fame, the African fashion industry has long ways to walk before “made in Lagos” rings the same as “made in Paris.” For the meantime, the paucity of internal and external investment is a barrier frustrating attempts to move forward.

In recent times, African fashion has not just dipped its toes but fully plunged into the world’s fashion scene. Anisa Mpungew, a Tanzanian designer and creator of Loin Cloth & Ashes, says “Africa is not afraid of patterns and colors, that’s the one thing we do in our sleep, so we use it to be louder amongst our foreign friends.”

Indeed, African designers are making bold fashion statements through the complex patterns and colors they dare to work with.

African fashion tells a story — patches of identity are interwoven into the fabrics used and the designs created.

According to Bethlehem Alemu, owner of an Ethiopian shoe company soleRebels, “The global consumer today is hyper-aware. They want authentic and innovative ideas delivered from the authors of those ideas.”

These consumers want the designs to be creations of the African mind and hands and not replicas produced by Western clothing chains.

The fashion industry has the potential to create secured jobs for the African youths of today and tomorrow.

High profiled brands in the likes of J. Crew, Burberry, and Michael Kors oftentimes look to Africa for inspiration and ideas. Nevertheless, the masks, zebra stripes and leopard spots feed into Western stereotypes of Africa, not Africa’s authentic story.

With designers and clothes in high demand, the African fashion industry is ripe to reach its full potential. However, a lack of internal patronage stands in the way. Lexy Moyo-Eyes, the founder of Nigerian Fashion Week, acknowledges that “the fashion industry can become a big business in Africa … even more with government support.”

For example, according to the African Development Bank, the Rwandan government established a “foundation to establish garment factories and boost the textile and fashion industries.”

As governments across the continent follow Rwanda’s steps and begin to esteem the fashion industry, they need to invest in the skills and qualifications of their people.

Fashion programs such as LISOF School of Fashion in South Africa and Vogue Style School of Fashion and Design in Ghana need to be in abundant supply, not scarce, across Africa.

Furthermore, governments across the African continent should set quotas on the import of second-hand clothing from the West.

The goal would be to stop relying on the West and boost local manufacturing and development instead. The East African Community (EAC), composed of Kenya, Uganda, Tanzania, and Rwanda, has gone as far as to propose a ban by 2019.

For the meantime, African designers, seamstresses, tailors, and retailers are competing with Western clothes ranging from printed shirts to blouses to leather jackets to sport jerseys.

Sylvia Owori, a designer based in Uganda, says that “about 90 percent of the clothing people are buying in the whole country are second-hand clothes — so as a small fish, how are you going to start to compete with that?”

Sylvia Owori

These clothes have appeal because they are priced cheaply and allow Africans to emerge themselves in Western culture by dressing the part. A pair of jeans could be sold for as little as $1.50.

At first glance, bundles of our worn clothes might seem like benevolent gifts from the West, but they are actually hindering the progress of the African fashion industry and economy.

“The fashion industry can become a big business in Africa … even more with government support” – Lexy-Mojo Eyes

Andrew Brooks, professor of Geography at King’s College London, explains that “[Western] t-shirts may be quite cheap for someone to buy, but it would be better if that person could buy a locally manufactured t-shirt, so the money stays within the [country]” instead of circulating overseas. As the proverb goes, “charity begins at home.”

Not only will they be contributing to the success of homegrown designers but to their respective economy as a whole.

According to Ventures Africa, “If there is any time to invest in the African fashion industry, it is now.” Those who invest first will likely be the biggest beneficiaries of them all.

According to Euromonitor Internations, “the combined apparel and footwear market in sub-Saharan Africa [alone] is estimated to be worth US$ 31 billion.”

Deola Sagoe, a Nigerian designer in the industry for the past 25 years says that this is only a small fraction of what the fashion industry is capable of. It is time to turn this visionary potential into tangible prospects.

Omoyemi Akerele, the founder of Lagos Fashion and Design Week, realizes that investing in Africa does not come without its risks; you only need to to read, watch or listen to the news to be reminded of that.

Omoyemi Akerele – Founder of Lagos Fashion & Design Week

But she urges people to take a leap of faith and look beyond the rhetoric of corruption and images of war. She emphasizes that “he who observes the wind and waits for all conditions to be favorable will not sow, and he who regards the clouds will not reap.”

Beyond the glamour of clothes and runways, the fashion industry is a business that has the potential to play its part in efforts to create jobs, especially among young people. Compared to its counterparts, the African continent is home to the world’s youngest population.

According to the International Labor office, “youth make up as much as 36 percent of the total working-age population and three in five of Africa’s unemployed are youths.” Furthermore, UNICEF projects that by 2050, African children will make up close to 40 percent of children worldwide.

The fashion industry has the potential to create secured jobs for the African youths of today and tomorrow. NGOs and fashion organizations like the ITC Ethical Fashion Initiative, AFI’s Fastrack and Next Gen, and the LFDW Fashion Focus are already adding jobs across the continent.

Africa’s youthful population is more of an asset than it is a risk. Alemu says that the emerging African youths will bring “immense amount of energy and talent” to the fashion industry.

Africa has always been home to the creative hands and minds but it is just recently that the world began to knock at its door.

African fashion allows for the opportunity to make fashion statements that dispel stereotypes and myths about the continent.

It is a medium through which to spread African culture, from its authentic source to the rest of the world as well as create jobs for the upcoming youth back at home.

The industry needs both internal and external investment to reach its full potential. The time is now.

AMBER WILLIAMS: PEOPLE DON’T BUY PRODUCTS. THEY BUY STORIES

by Samantha Simunyu

Amber Williams is the founder of Punkyflair, a brand story shop that serves beauty, fashion, and lifestyle startups. Building iconic statement-making brands is her jam, and she is committed to helping businesses grow authentically through a story.

Through Punkyflair, Amber has positioned new businesses in the marketplace, molded magnetic personalities, crafted money-making narratives, and named global product collections for leading brands like Camille Rose, Heat Free Hair, Shea Radiance, and Marjani.

Amber Williams connects young brands to the customers they want to reach through a story. She believes that story is the most critical business asset for one simple reason: it can’t be duplicated.

It is the key to building a brand that will withstand the test of time and last forever.

In this interview, she discusses how you can best understand your audience, communicate your vision, and sell with a story.  

Tell us how and why you started Punkyflair

 

My early career was spent in corporate America where I used my formal training in psychology and integrated marketing to create and launch brand strategies for companies like Armani Exchange, Volkswagen, The United States Olympic Committee, and Feeding America.

I was working within a world of limitless resources and possibilities in marketing. I had the freedom to be creative, spend however much was needed, and most importantly – test the water.

After several years of implementing creative brand marketing campaigns, I realized that my signature approach to every strategy I created was rooted in a story.

Every idea, every narrative, and every message I built told a story. Inadvertently, I used my knack for writing and understanding of human behavior to put words together that would sell clothing, jewelry, cars, and even promote funds for world-renowned athletes.

Every idea, every narrative, and every message I built told a story - @punkyflair Click To Tweet

I was a storyteller. At 29, I decided that I would package up my approach and all of my corporate learnings into a framework that would help startups launch and grow their businesses.

I created Punkyflair to empower entrepreneurs with the tools, training and thinking necessary to understand their audience, communicate their vision, and sell with the story.

Today, I have the good fortune of doing so for leading woman-owned brands like Camille Rose, Heat Free Hair, Marjani, BLK+GRN, and Shea Radiance.

What is brand storytelling and where does it fit in marketing strategy?


Simply put, brand storytelling is a method for connection. If you consider your favorite storybook or movie, there is most likely a character in it that resonates most with you.

Maybe it’s because you see yourself in them. Perhaps it’s because that character represents who you want to be. All great stories make you look at yourself and consider how you connect to the tale being told. Brand storytelling is no different.

A great brand story lets your customers know why you exist and how you fit into their lives. When done well, your brand provides the perfect reflection for who they already are but better.  Brand storytelling is the most effective, non-salesly way to build meaningful and profitable relationships with the customers you want to reach.

A great brand story lets your customers know why you exist and how you fit into their lives.” - @punkyflair Click To Tweet

How can businesses effectively explore the core elements that make up their customer profile?

 

All businesses should view their customers as the star characters in their brand story. Everything that your brand does–from operations to product innovation and marketing–should be built around your customer. It always amazes me how many entrepreneurs are willing to skip this essential first step.

A strong customer profile is made up of three key elements: perspective, preference, and personality. Understanding your customer’s perspective is all about figuring out where your customer is coming from, the unique challenges they face, and what they really want from your brand.

The next step is to discover what your customer prefers by digging deep to understand purchase motivators and where your brand solution fits into their lives. Finally, you’ll want to explore your customer’s personality traits.

Doing so will help you tailor your messaging in a way that gets the people you want to reach to listen and buy from you.

A strong customer profile is made up of 3 key elements: perspective, preference, and personality - @punkyflair Click To Tweet

As they discover their customers, how do businesses determine the best approach in talking to their audience?

 

Now that you know more about your customers, you’ll want to speak to them in a language that they understand. The best approach is first to visualize precisely who this person is. Bringing the person you want to reach to life humanizes your communication.

It brings back the reality that you, as the brand, are talking to a real person. When working to craft your narrative, ask yourself these four questions:

  • Why does my brand exist?
  • What problem do we solve for our customers?
  • What values or beliefs do we stand on as a business?
  • How do our products/services make our customers’ lives better?

The answers to these questions make up your core brand narrative, letting your customers know exactly why they should trust and buy from you. Plaster them everywhere (tactfully of course)!

As businesses increasingly incorporate storytelling in marketing strategy, how can “Motherland Moguls” craft a brand story that yields customer action?

The marketplace is getting extremely crowded! It’s never been harder to cut through the clutter than it is now. Customers are continuously bombarded with marketing messages and brands are spending a significant amount of money just to stay visible.

In this landscape, the challenge lies in not only being seen, but in making money also. The best way that Motherland Moguls can yield a favorable action from their target customers is to keep a pulse on their customers’ wants and needs.

Don’t get too caught up in the competition and what they’re doing. Always remember that people are buying from your brand for a reason. Serve them and then explore what else you can create to serve them again. Be authentic and tell the story only you can sell.

What’s your go-to advice to a business owner trying to instill more brand storytelling?

 

My go-to advice is simple: take yourself out of it. Simple, right? The #1 thing you must do to grow your brand and instill more storytelling is to get yourself out of it.

Sure, you are the founder and mastermind behind the business. It was your sweat equity and creativity that launched the brand. You identified a problem and created a solution. It’s your baby. I get it.

However, if you want your baby to grow, you have to move out the way and tell a story in your marketing that centers around the customer, not yourself. Customers are drawn to brands that they can see themselves.

Make your story a two-way dialogue, not a diatribe about your own journey. Spend some time understanding what matters to your people: what values they hold, what additional problems they face, what viewpoints they have on the world and your industry. Create stories from the deeper emotional layers that (above all else) truly connect customers to brands.  

Customers are drawn to brands that they can see themselves. - @punkyflair Click To Tweet

What product and service offering do you have in the works to help rising entrepreneurs with brand storytelling?

 

I recently released Customer Kamikaze. my 3-part customer discovery framework. It’s the exact same framework I’ve used to help my startup clients scale their businesses (some into the millions) by understanding their customers and building their brand stories around them.

People love it because it’s self-paced and fun! The exercises are intuitive, simple and impactful. Also, the result, once the framework is applied, is far higher than the minimal cost of the product.

I wanted to create something super affordable, even for early-stage entrepreneurs, but something that would have a tremendous impact and set the tone for a brand story that sells.

What are you most excited about at the moment, and what are you working on next?

 

I’m most excited about my next chapter! I want to move in a direction that allows me to help multiple entrepreneurs at once. This fall, I’ll be speaking more and even playing around with group coaching and live workshops.

Brand story is a concept that I absolutely love teaching and one that I love to see entrepreneurs benefit.

Amber Williams is offering a free audio training on building lasting brands. Contact her here.

 Interested in contributing for She Leads Africa? Click here.

Philomena Kwao: When I started, I was different from anything that existed in mainstream fashion

by Hilda Awomolo

Philomena Kwao is a plus-sized British-Ghanaian model who has many philanthropic interests.

Her meteoric rise came from working on multiple major campaigns for Torrid, MAC Cosmetics, Lane Bryant, Evans UK, Nordstrom and she has been highlighted on Huff Post UK, Guest blogger Metro UK, Cosmopolitan, Glamour, Essence Magazine, among others.

This British-Ghanaian beauty is the perfect canvas and model for the fashion industry! Her regal unapologetic natural beauty is one to behold.

Philomena is also the Global Ambassador for Women For Women International Charity. She preaches the need for open dialogue and real inclusivity in the movement towards equal rights for women.

SLA interviewed Philomena during her recent visit to Nigeria to celebrate with the women who are graduating this year’s program and have achieved access to life-changing skills to move from crisis and poverty to stability and economic self-sufficiency.

 To pursue modeling, be yourself! - @PhilomenaKwao Click To Tweet

You bagged a degree in Economics, and a Masters’ degree in International Health Management, how did you make the career switch to fashion and style?

My original career choice was very different and my journey into modeling began by chance as I had planned out a career in health management and policy after completing my masters degree.

A friend of mine entered my details online into a modeling competition in which Evans and Cosmopolitan in conjunction with Models1 were looking for a new plus-size model to front their shape campaign and to also become the Face of Style 369.

I eventually won the competition and hence my career began.

I was going to take a career break anyway after my masters as I had continued through school and work with no break. 

So when the opportunity came for me to move to NYC a new adventure made perfect sense. I could make money and travel which were two of the things I wanted to do most at the time. It was a huge blessing.

I originally set out to try modeling out for a year. One year turned into seven and here I am today. It’s been an incredible journey so far. I am now signed to JAG Models and I am living and working in NYC.

Tell us about how you got your modeling debut

When I first got to NYC I didn’t work at all. It was hard! My look was new. I was everything you weren’t supposed to be rolled into one. Dark skin, plus and a shaved head. What would brands do with me?

It took a while for me to find my place in the industry but when a few brands like Lane Bryant, Landsend and Torrid took the plunge to try something new and widen the definition of beautiful my career really took off. 

My beauty is common in Africa but in the West its what defines me and sets me apart - @PhilomenaKwao Click To Tweet

As an African plus-sized model, what was your biggest challenge breaking into the fashion industry, and how did you overcome them?  

For so long, in the West, the standard of African Beauty was (and arguably is) very very narrow.

Extremely tall, extremely thin and extremely dark. Most of the African models hailed from East Africa and the west fetishized their beauty as exotic and a true representation of The African woman. There are many problems with this.

Africa is a vast continent with hundreds of thousands of ethnicities each with their own beauty. To homogenize the African woman is limiting and dangerous. 

My beauty is common in Africa but in the West its what defines me and sets me apart. When I first started I was different from anything that existed in mainstream fashion. I had a shaved head, my features are more commercial and I am a plus sized woman. It was very hard for people to get their head around it. 

Typically plus-size models are white and hourglass, and when they are black they are of a fair complexion with an acceptable hair texture. If they were slightly darker they had a long weave. The typical American girl next door look. 

African models were typically slim tall and dark. And yet here I was a mixture of everything; too ‘exotic’ for commercial modeling, too big for mainstream high fashion modeling. 

My biggest challenge was getting people to understand that black beauty exists in an infinite number of forms. This wasn’t easy, a big push for my career was definitely when Lupita was recognized as a world-class beauty because then I became the plus size Lupita. 

My biggest challenge in the industry was getting people to understand that black beauty exists in an infinite number of forms - @PhilomenaKwao Click To Tweet

What prompted you to get involved in the movement towards equal rights for women around the world?

As a woman, it’s hard to exist and live in this world without being affected by what’s happening to women around you. I was born in London, in the UK to a mother who immigrated from Ghana.

I will never forget my first visit back home to Ghana. The disparity between my cousins and I simply because of where we were born was staggering. Even at such a young age it just felt so unfair and I was determined to make a change in any way possible. 

How did you become a Global Ambassador for Women For Women International Charity?

Modeling is fun. It’s been an incredible blessing in my life, and I’m so grateful for every opportunity that I’ve been given but it isn’t enough. It isn’t enough for me.

I’m still very much interested in my first love and passion, the advancement of women around the world. Whether through health, economic empowerment or social empowerment, women around the world need advancement.

For too long we have been globally oppressed. The time for change is now and everyone can create change, firstly within themselves and then in their wider community. Social media has become such a powerful tool for this. 

One of the many blessings that my modeling career has given me is a platform and when I heard about the work women for women were doing I felt compelled to support. 

Women for women empower the women they work with by teaching them how to make a change within themselves and in their community 

The year-long social and economic empowerment program provides marginalized women with the opportunity, often for the first time in their lives, to come together in classes of 25 women to build support networks, to share experiences, to learn critical skills, and to access new resources.

.@womenforwomen empower the women they work with by teaching them how to make a change within themselves and in their community - @PhilomenaKwao Click To Tweet

Women for Women International supports the most marginalized women in countries affected by conflict and war. Their programs enable them to earn and save money, improve health and well-being, influence decisions in their home and community and connect to networks for support.

By utilizing skills, knowledge, and resources, women are able to create sustainable change for themselves, their family, and community. This is something I truly believe in. 

From your experience, what does it take to build a career in the fashion and entertainment industry?

Patience and resilience. Patience and resilience. I’ve said it Twice because I can’t stress how important these two things are.

I have an academic background and in that setting, one plus one plus equals two. The same can’t be said for the fashion and entertainment industry. A huge amount of luck is involved. Right time, right place. This can often leave hopefuls feeling very frustrated.

I often feel frustrated myself. But it’s something that has become easier over time. The best advice is to stay ready, so when your opportunity comes you’re ready to take it. Unfortunately, you just don’t know when opportunity will come knocking. And that’s where patience comes in.

Most things are entirely out of your control and you can’t always judge how people will receive you. That’s the resilience, for every yes there will be a thousand nos. You just have to keep going. 

What four skills have you found yourself using/learning frequently?

Leading on from the earlier question my four frequently used skills are:

  • Patience
  • Resilience
  • Communication
  • Adaptability

 You just don’t know when opportunity will come knocking. That’s where patience comes in - @PhilomenaKwao Click To Tweet

What’s your ONE advice for curvy girls who would like to model but do not have the confidence?

I’ll start with confidence, we all have down days, and honestly that ok. But it’s not ok to not be your own best friend and cheerleader. Whenever anyone says their feeling down about their looks I always remind them of the beauty in individuality.

There is no one on the planet that looks like you or has your unique features so you just celebrate them and not put it down. I’m a big advocate of the extraordinary and I believe everyone is inspiring because we are all different.

Confidence comes from understanding that you only have this one body and one life so make the most of it! You can’t compare yourself to anyone! Not anyone in fashion or on TV because most of what you see isn’t real. 

And to pursue modeling, be yourself!

Always stay true to you no matter how hard it gets! And don’t let criticism get to you because what works for one may not work for another. Be lucky to find a great Agent that believes in you. I was very lucky due to the competition I entered.

All reputable Agencies do have open calls where you can have an informal chat about modeling and the possibility of becoming one. 

Also, don’t take things personally. It all depends what the Agency is looking for and what suits all markets around the globe. Edgy editorial clients may get you instantly but the commercial ones may take longer to get that look if at all.

This industry is super competitive and you need a thick skin and determination and professionalism to make it.

For representation I would stick to Agencies that have great reputations, do your research, take a look who else is represented by them, go and meet them, it is all about feeling comfortable and trusting your agent. You will develop a very close relationship, and trust and communication are key.

What’s your morning ritual?

I’m trying to find one. Morning rituals are so important they center your day and help organize your thoughts.

I used to have one which included completing my five-minute journal, drinking water and meditating. However, the more I travel the harder it gets. 

For all our melanin Motherland Moguls, how do you keep your skin glowing?

I owe a huge part of my skin to genetics. You think my skin is glowing? You should see the rest of my family.  Genetics plays such a massive part in the health of your skin but there are definitely things that can help.

Inside out is my mantra. Eat well, make sure you eat your greens and veggies and try and eat as wholesomely as possible. Stay hydrated. Drink lots of water, hydrated skin is a good skin. And lastly, find what works for you and stick to it. 

For me, I love products from the body shop as well as my natural staples of Shea butter, black soap, and baobab oil. Keep your eyes peeled for something special. 

 Interested in contributing for She Leads Africa? Click here.

Chioma Ezekwesili highlights the Essentials to Building and Growing Your Blog

by Isioma Ononye

“The main essential for starting a blog is to first have a passion for something”. – Chioma Ezekwesili

Blogging is a great platform to express yourself, build a brand, and even make a source of income. Due to the diverse benefits of blogging, there is an influx of blogs and bloggers.

This can make the process of building and growing your blog daunting. You might question whether it is worth it and how do you go about building this presence online?

In this interview with fashion and lifestyle blogger Chioma Ezekwesili, she provides inspiration for prospective and current bloggers on her experience of starting and building her blog and brand.

 When and why did you decide to start your fashion and lifestyle blog and what were the essentials to beginning it?

 

The main essential for starting a blog is to first have a passion for something. It could be cooking, fashion,  gossip, politics, and other topics. You don’t have to be an English guru but you should always endeavor to read something new about your passion.

This is significant because you can then provide your readers with new insights into your niche. In addition, you will be able to come up with new and diverse ways to relate to your readers.

Secondly, you should draft a consistent timetable. It’s hard at the beginning but once you start, keep at it. Every day, have a topic you can write on. What will help you is approaching each day with an open mind? Also, make sure the photos, write up or videos are original because it allows your readers to connect with your originality.

As for myself, I started my fashion and lifestyle blog in 2015 but I couldn’t keep up with it. This was because I started the previous blog with the sole purpose of making money. The blog was just alive for about three months and that was it.

Then, I officially started www.yhitschioma.com in July 2016. This blog is out of my love for fashion. I also felt the need to express my opinion on lifestyle tips. I try to make my posts inspirational. I merge fashion styles to relatable inspirational quotes. I want to let people know that fashion is more than wearing designer clothes. Fashion is also a way of passing a positive message to the people around you.

I grew my 7k followers on Instagram by posting my Sunday bests every Sunday and tagged it #fashionforchurch - @Yh_ItsChioma Click To Tweet

What is the best platform for intending media influencers to be on and why?

Instagram and Twitter are the best platforms, dependent on the type of influencer you are. Instagram is mainly for fashion, lifestyle, and style. It’s best for visual appeal through photos and videos. Then, Twitter is good for sports lovers, especially soccer.

The discussions on Twitter around the leagues is something that anybody building his/her brand around soccer needs to be on. Twitter is also a good platform for having discussions about politics, sports, music, health tips and more.

I advise that you be linked on both platforms. That way, whatever you post on one can reflect on the other. However, more attention should be placed on the social media platform primarily for your type of brand.

Social media metrics are ever changing and for those looking to make an impact online, the competition is increasing. Is it possible to grow one’s social media organically?

 

Yes, you can grow organic followers and I am a testimony to it. I grew my 7k followers on Instagram by posting my Sunday bests every Sunday and tagged it #fashionforchurch. Every Sunday, people were looking forward to what I wore to church. Once you find out what your followers like, stick to it and be consistent.

Do not buy followers because interactions on your post will not match your followership. That matters because people and brand will immediately see through that.

The first year might not be easy but keep posting. Also, make sure you use hashtags because they work like magic.

What is your process of growing your brand presence?

 

Building your brand starts with a conscious effort to actually build the brand.

  • Find the social media platform that suits what you are trying to build
  • Try to make your followership on any social media platform that you are on organic. If you are on Instagram, never miss relevant hashtags like #MCM #MondayMotivation #WCW #TBT #FBF or things like that.

You can even come up with your own personal hashtag that people can follow through your post. For me, it’s #LifeOfAStartingEntrepreneur and #yhitschioma.

If Twitter is your platform, be sure to check the trending hashtags and draft your tweets around it.

  • Finally, you have to be consistent your post on social media. Be sure to have your contact details available for people to reach you. Reply and like comments so that there is a discussion around your post.

How can one stand out and be unique online?

You stand out by being real. Don’t try to be in competition with anyone. Rather, you should strive to be a better version of yourself.

Keep doing what you love and don’t copy others. Be original with your posts.

What steps should an aspiring media influencer take to attract opportunities to work with organizations, brands, and collaborations?

 

Keep your profile open not private. Make sure you give credit to other brands you are wearing or using on your page. Then, you get other brands to notice that you are promoting other brands. They will then want to work with you.

For blog collaborations, if you never reach out to people, you might not have anyone reach out to you. Last year, I sent about 5-6 messages to other bloggers like myself for collaboration.

However, I got turned down by about 4 and I didn’t mind. I did a collaboration with the bloggers that wanted to. The result is that other bloggers saw it and then reached out to me for collaboration. That’s why you have to make sure you put yourself out there.

Then, you have to keep doing what you have been doing using hashtags to get noticed. In time, the right brands will find you.

You can also send DMs to them by telling them you will like to work with them. Give them an offer they can’t resist. An offer that will help both parties build their brand.

You stand out by being real. Don’t try to be in competition with anyone - @Yh_ItsChioma Click To Tweet

How does one stay motivated to be able to produce and create?

 

The main way to stay motivated is to remember why you started your blog. Remember the vision you had for your brand and hold on to it. Sometimes, it might not pay off immediately but with consistency and determination, it will supersede your expectation.

Lastly, reach out to longtime brands and know how they were able to stay motivated. Do not beat yourself up, especially when you see other influencers “doing” better.

Take that as a push and initiative to work harder. Always celebrate the big and small victories you might have because that will motivate you to keep at it.

 Interested in contributing for She Leads Africa? Click here.

Kene Rapu: Find something that makes your brand different from everyone else

by Awunli Eghosasere

Kene Rapu is the founder and CEO of ‘Kene Rapu’, the No.1 Nigerian footwear brand championing local production, established in 2011.

Her brand has played a significant role in changing the face of ‘Made in Nigeria’ footwear. Kene is a fully qualified lawyer with an LLB law degree from the University of Bristol, UK and a Masters Degree in Fashion Entrepreneurship from the London College of Fashion, UK.

In 2016 she was selected by the Tony Elumelu Foundation as one of 1000 African Entrepreneurs who’s idea could “change Africa”, in 2017 as one of 100 ‘Most Influential’ women in Nigeria by Leading Ladies Africa and most recently listed in the prestigious Forbes Africa ’30 under 30’ class of 2018, in the business category.

All Kene Rapu slippers are proudly made in Nigeria for the global community.

Dream big but start small, grow as organically as possible - @KeneRapu Click To Tweet

What vision did you have when you started out, is it different from what you are experiencing now?

Our vision was to be the No.1 Nigerian footwear brand championing local production, and it has
remained the same.

We are excited about the progress we have made so far, and are looking forward to getting the nations wearing KR.

What is it like making it to Forbes 30 under 30 lists?

The journey so far makes me more excited for the road ahead. I’m passionate about what I do, and it is humbling and encouraging to know that something I started 7 years ago, has morphed into a business that is recognized globally.

How has this exposure impacted your brand?

Having a world renown brand highlight your business as one of 30 emerging brands in Africa, is definitely gratifying for a business owner, increases consumer trust and opens you up to a new network of professionals and investors.

How can an entrepreneur build a solid brand?

 

In whatever area you want to go into, do your market research. Find a unique selling point, find something that makes your brand different from everyone else in that market.

Know your customer, define him or her, have a clear vision of where you want your brand to go; stay focused and remember why you started.

Having come this far starting out in 2011, what important lesson can aspiring entrepreneurs take from your journey?

Dream big but start small, grow as organically as possible.

Understand that there is no such thing as an overnight success. Hard work pays. Consistency and integrity are important. Provide value; a quality product will market itself.

How do you deal with gender biases you encounter as a woman running an enterprise?

As a female in business, sometimes there are unnecessary issues you have to deal with, that
should not be the case. However, challenges make you stronger, whether gender-related or
otherwise; deal with them head on and move on.

When you jump past hurdles, it is a testament that indeed you are a survivor. I also believe surrounding yourself with the right company is helpful. I have female friends in the business, and we spend time discussing how to resolve our common challenges. Having strong ladies in your corner certainly makes the journey easier.

What message do you have for women who need the courage to follow their passion?

Go for it. The road is not easy, in fact, it is difficult, but it is certainly gratifying when you begin to break through. Seize the moment and start now.

 If you’d like to get featured on our Facebook page, click here to share your story with us.

Brief essentials: The solution to Nigeria’s untapped online lingerie and underwear marketplace

by Hilda Awomolo

As at 2010, Nigeria’s growing online landscape was missing a lingerie and underwear destination with a variety of options, which will also educate Nigerians on their appropriate sizes.

It was also important that more women begin to see their lingerie as a fashion statement, and also have easy access to great underwear, lingerie and shapewear without breaking the bank.

Brief Essentials was that solution we were all waiting for. It was the solution to Nigeria’s untapped online lingerie and underwear marketplace.

Seun Tayo-Balogun – the CEO of Brief Essentials and Lead Consultant at Techmonks Limited (a business solutions provider leveraging technology recounts how she maximized her experience in e-commerce and digital ventures, strategy, research, media and communication, and web authoring, to change Nigeria’s online landscape.

Until January 2015, Seun was the Head, Research and Strategy at Kakawa Discount House (now FBN Merchant Bank).

 

How did Brief Essentials come about?

There was a time in Nigeria when many retailers focused on electronics, fashion merchandising, shoes etc, but lingerie was not given the attention it deserved. Lingerie was mostly sold in brick and mortar stores, as well as the second-hand market.

As if that wasn’t bad enough, lingerie options at this time were limited and mostly overpriced, or of questionable quality.

We’re here to change how women view themselves and restore confidence to many homes - @briefessentials Click To Tweet

Equipped with this knowledge and the determination to make a difference and meet the needs of the Nigerian market, Brief Essentials set out as an online lingerie store to cater to the needs of everyone, in addition to providing lingerie education and highlighting the importance of fit, style, and function of undergarments using digital platforms.

Brief Essentials launched in April 2011 and since then have revolutionized lingerie and underwear shopping in Nigeria’s budding online marketplace.

As an industry pioneer, Brief Essentials delivers unparalleled and top range products that fit your specific body shape and that’s right for any kind of fashion ensemble (featuring up to 50 world’s best brands, over 5000 SKUs) at the best prices you can find in Nigeria.

Brief Essentials has successfully helped other lingerie stores get started – by providing merchandise, branding, store set-up, insider training and 360 degrees consulting to new lingerie startups in Nigeria.

Aside retailing other brands, brief essentials launched it’s shapewear and active line in 2017 with a goal to continuously combine its ethos of function, fit and affordability.

What makes Brief Essentials stand out?

Brief Essentials was founded on the belief that:

  • Great lingerie should not only be affordable but accessible.
  • Brief Essentials offers lots of options for everyone. This way you won’t have to settle for what you can find, but what you truly want.
  • The fit is always more important than the fashion. Our promise is to blend fit, function, and fashion.
  • Our lingerie pieces are affordable and our quality continues to be top notch.
  • We give loads of lingerie education in addition to using our platforms to empower and inspire. We recently concluded a campaign in March 2018, with the theme #PowerWithin which focused on the need for women to pay attention to who they are. The inspiring and powerful messages from the women we featured can be found on our blog.

Tell us 5 things women need to know and understand about their undergarments and lingerie.

  • You should wash your bra more often than you think.
  • There is a lingerie piece for every shape, every need and occasion and one Bra doesn’t do all the job.
  • Hand washing is still the best way to care for your lingerie and undergarments.
  • Most bra issues are from the band when your band size is wrong, everything will be wrong. The band provides 80% of support in a bra and not the straps.
  • You would not wear a shoe that does not fit, same should apply to undergarments. Buying a bra especially is a very important purchase, we owe it to ourselves as women to find bras that fit, and to get lots of them. Finding a bra that fits, for me, is part of knowing our bodies and embracing the totality of who we are.

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FACEBOOK LIVE WITH THANDO’S: TRANSFORMING THE WORLD WITH AFRICAN FASHION (APR 25)

by Nomsa Kanyama

African innovators are capturing the world’s attention through their unique designs –particularly in the fashion industry!

Examples include African designers like Mimi Plange, whose works have caught the eyes of Michelle Obama and Rihanna or Kisua, a luxury African brand that Queen Bey is a fan of!  

Amazing shoe brands like Thando’s, are revolutionizing the fashion scene with Africa’s first fashionable, comfortable and foldable ballerina flat that can fit inside a small handbag, office drawer or the glove compartment of a car!

Talk about convenience with style!

That being said, if you are looking to break into the fashion industry or want to harness your passion for fashion – this is one is for you!

Join us on Wednesday, April 25th, for a Facebook Live with Jibolu Ayodele – co-founder, Thando’s, and Chioma Okonkwo – Winner of 2017 Thando’s Design competition, as they share with us all a fashion innovator needs to know about changing the fashion scene through innovative designs.  

Change the fashion scene through innovative #AfricanFashion, with @ThandosShoes on, April 25th! More info at: http://bit.ly/Thandos Click To Tweet

Some of the topics we’ll cover

  • The art of designing for social impact
  • How crowdsourcing/collaborative consumption can work for Fashionpreneurs
  • Disrupting Africa’s fashion landscape
  • What you need to know about manufacturing in Africa

Webinar Details:

Date: Wednesday, April 25th, 2018

Time: 12PM Lagos // 1PM Johannesburg // 2PM Nairobi

Location: Register below to get access to this opportunity

Watch here:

She Leads Africa Facebook Live with Jibolu Adeyole, co-founder of @ThandosShoes and Chioma Okonkwo, winner of 2017 Thando’s design competition sharing insights on Transforming the world with African fashion. Join the She Leads Africa community by visiting SheLeadsAfrica.org/join!

Posted by She Leads Africa on Wednesday, April 25, 2018

About our experts:

Jibolu “J.G.” Ayodele is the co-founder of Thando’s, a Lagos and NY based fashion company that provides a platform for African artists to design for a global audience. 

Before co-founding Thando’s, Jibolu led the business development efforts of Viacom International Media Networks in Nigeria, where he co-created partnerships with brands such as Hewlett Packard and Lufthansa. He has also worked with Deloitte, Bank of America and GE Capital.

Mr. Ayodele holds an MBA in Finance, Entertainment, Media, and Technology from NYU – Stern School of Business. He received a Masters in Accounting from NC State University, and a Bachelors in Business Administration from the Kenan-Flagler School of Business at University of North Carolina – Chapel Hill.

Jibolu is married to his co-founder, Taffi Ayodele.

Chioma Okonkwo, is a graduate of Nnamdi Azikiwe University, Awka, with a passion for illustration and animation. She recently participated in Thando’s inaugural print design competition, where she won with her unique design – The Akonmi Print.

She used this design to interpret how heavy rains result in flooding that displaces hundreds of thousands of people. Chioma was inspired to illustrate after her internship at an imaging company in Port-Harcourt.

When she is not working at her 9 to 5 call centre job or illustrating, Chioma is busy experiencing new places, cultures and foods. 

5 Marketing Tips from Business Guru P.Diddy

by Tiyani Majoko

Sean “Puffy/Puff Daddy/ Diddy/Brother Love” Combs is one of the greatest marketing geniuses on earth. He has remained relevant and dominant to hip-hop music, culture, fashion, business and entertainment over the past 20 years.

Last year, Sean was also recognized as one of the Forbes 100 Greatest Living Minds. He is also often considered one of the top 3 of 5 wealthiest hip-hop artists on the Forbes list.

Amidst all these, you may wonder, how does he keep all eyes on him? In this article, we will discover 5 tips from Diddy that can help us improve our marketing game and slay!

 

1. Say Your Name

If there is one thing Diddy always does, is use every advantage to promote his products or name. Whether its an interview on Ellen or a cameo on The Breakfast Club, Diddy always has his products such as a bottle of Ciroc.

You should take advantage of every airtime you get to promote your brand and products. Through being strategic, you should find a way to guide the conversation in a way that allows you to talk about your products.

This will help increase your revenue and the reach of your brand.

2. Make The Circle Bigger

The fact is you can only be in one place at a time, but you need to get the word out about you, your brand or business. You need people spreading a positive word about you to others.

 

 

Diddy figured this out in his early days as a music producer when he started Bad Boy Records, which celebrated its 20-year reunion tour last year. Diddy has been instrumental in the careers of musicians like Notorious BIG, Mase, and more recently French Montana. Whenever a record of their plays, it will at some point announce “Bad Boy.”

Through shaping and promoting the careers of the musicians he worked with, Diddy also extended his marketing reach. When you help other people achieve their goals, you also, in turn, grow your circle of influence and people who will do anything for you.

3. Stay On the Beat

Is Diddy an expert of the FMCG, Film and Music industries? Probably not, but he knows enough of the field to spot a real opportunity. You don’t want to seem like you are all over the place, but rather that you ‘happened’ to be in a certain place or sector because you keep your finger on the pulse.

Whatever you are working on, you need to know all the new developments and contribute to the conversations in a meaningful way that elevates the topic. Diddy lost his father to gun violence at a young age.

Though he became successful, he didn’t forget to empower his people. His response to Black Lives Matter through building a world-class school in Harlem, the neighborhood he grew up in.

5. Have Fun

Diddy always looks like he is having a great time, from salsa dancing in his underwear to the energy he brings when he is hosting shows. People are attracted to someone who is upbeat, so plaster a smile on your face and get hyped about whatever you do!

We are always exchanging energy so make sure you put out positive vibes only!

DO YOU HAVE ANY BUSINESS LESSONS TO SHARE?

Let us know here.

Samah Zingran: I’ve struggled to be an entrepreneur in Sudan simply because I am a woman

by Brenda Nakalema

Samah Zingran is one of those rare women often spoken of but rarely encountered in these modern times, kind of like a unicorn! Maya Angelou once described this type of woman as, “a woman in harmony with her own spirit”.

This Khartoum born entrepreneur, who aspires to learn 7 languages- Russian being one of them, is interested in history, anthropology studies and psychology and is currently working on obtaining a masters in Folklore from the University of Khartoum.  

Samah is the founder of the eponymous brand, Zingran, which creates gorgeous handcrafted leather accessories and bags.

 

What led you to start your own business?

I launched my business on two separate occasions. The first was as a result of what I call “a graduate rush”. I wanted to start making a living as an independent fashion designer as soon as possible. Sadly, my business failed to grow. I was doing it part-time and had just begun my postgraduate studies.

During this time, I volunteered many times to do other artist’s projects from different fields, theatre, music bands, fine art exhibitions…I was even once a translator! I never said no to a job, and rarely considered the financial gain.

My second chance at business came in 2017. At this point, it hit me that I must depend on myself and do what I’m passionate about.

I quit my job at the Embassy of Venezuela in Sudan and with the help of a friend who became my retailer in Juba, I got the boost I needed.

I never said no to a job, and rarely considered the financial gain - Samah Zingran Click To Tweet

How has your journey been so far? 

This year, God awarded me generously by giving me the opportunity to attend a training given to selected creative entrepreneurs working in the East Africa region by the British council in Kampala and Nesta.

It exceeded my expectations and allowed me to connect with wonderful and enthusiastic teachers as well as students, build an essential network and learn many lessons- my greatest lesson being, “its okay if you don’t know what’s going to happen in the future, you plan it anyway.”

What’s the most valuable lesson you’ve learned while running your business so far?

The most valuable lesson I learned was first taught by a friend, a very successful businesswoman in Sudan. She said to me:

No one will do the job for you, you should take hold of every detail of your work, only then, will your work be done the way you want it. - Samah Zingran Click To Tweet

I must say, from my personal experience, this has proven to be very true.

What drives you to achieve the goals you set for yourself?

Love to create, and my passion to create new things has kept me going. I also find myself continually motivated by my Father- the first supporter of my work, my friends with all their great insights.

I love the look on people’s faces when they see what I’ve made for them, it’s a wonderful feeling when I see they like my work. It’s also incredibly humbling and it’s where I get my satisfaction from.

What is the business environment like for young female entrepreneurs in Sudan?

I’ve struggled to be an entrepreneur in Sudan simply because I am a woman. People ruin professional relationships by harassing girls or making them uncomfortable. Many don’t believe in the possibility that a woman can actually make great achievements in business.

However, the few times I overcame these challenges resulted in great networking opportunities with suppliers, retailers, and buyers.  The experience has taught me to expect to be treated unfairly, to be undermined, not just because I am female but mostly because I am a female artist.

Through it all, the conviction instilled in me by my father, that I am no less than any other man kept my heart solid to these challenges.

Do you think being a female entrepreneur in a country like Sudan is an advantage or disadvantage?

I think it’s a huge advantage since recent studies show young women in our generation are more advanced both in higher education and work. Traditionally, in Sudan, women often times overtake the responsibility to provide- even if this particular fact is openly overlooked.

Therefore, despite the obstacles they go through, women in my country like all African women, are strong and thrive to work, invent, create and provide.

What I’d love to inspire them to do is to dream. To get inspired by recalling the heritage we have from ancient Feroh–queens (Kandake) who led wars and led nations, whose biggest dream wasn’t to simply provide for their families.

What has been your greatest challenge so far? How did you overcome it?

While a student in art school in 2017, I fell sick of Myasthenia Gravis.  My desire to overcome this pushed me to work hard in school and I completed with flying colors.

However, when business pressures rushed in, I struggled, being a solopreneur and working 14 -16 hours a day to deliver took its toll on me. I eventually had to scale back on my business.

To support myself, I started working part-time with other artists temporarily which exposed me to some of their struggles. Eventually, I also educated myself on the disease I had and trained someone close to me so that I wasn’t alone in my journey.

Keep feeding your passion because you are your own knight in shining armor - Samah Zingran Click To Tweet

If you could be mentored by anyone in the world, who would it be and why?

I admire Meryl Streep, a well-known actress. I believe she is strong and has a great body of work- she has been nominated several times for the Oscars and various other awards.

She is a living embodiment of pure talent and is clear about her political and social opinions.

What advice do you have for female entrepreneurs both in Sudan and across the African Continent?

Remember that dream of yours you once had when you were a little girl? Draw out its details and bring it to life.

You will struggle one way or another, you will meet pessimists and those who have given up on their own dreams-but never ever give up, keep feeding your passion because you are your own knight in shining armor.

 

Kukua: Changing the narrative of the Motherland with africaboutik.us

by She Leads Africa

africaboutik.us is the online store of Ghanaian-German designer and fashion blogger MsK NY. Five years ago MsK started her fashion blog African Prints in Fashion (APiF) and has expanded it since to a lifestyle brand with over 350K followers worldwide.

African Prints in Fashion is focusing on exploring the Imprint of Africa/African diaspora on Fashion and Design and aims to empower by showcasing the creativity and innovation that comes from the African continent educates and changes the perception of what people perceive to be African Fashion & Design.

africaboutik.us is bringing to you a contemporary mix of modern African Fashion and Interior Design. The platform offers a curated selection of Africa-inspired fashion, fashion produced on the African continent, accessories sourced from local artisans as well as designs handmade at our home base in Brooklyn, NY.

Kukua (MsK NY)

Tell us about yourself and what is africaboutik?

My name is Kukua and I am a professional Marketer and curator. Over 5 years ago I started with my Blog African Prints in Fashion. I used to always direct readers to online stores and online platforms when they asked me “where can I find that” or “where can I buy that?”

Eventually, it felt like it would make more sense to offer a platform with products instead of always directing the traffic elsewhere. That is how africaboutik.us was born.

africaboutik is a curated platform where I sell accessories and interior design items from artisans across the continent. And yes I do ship worldwide – also to the continent.

 

Which artisans across Africa are you working with and how do you connect with them?

I am half Ghanaian, so initially, I only worked with small artisans from Ghana as I felt more comfortable engaging with them and it was easy as I was able to meet them in person whenever I visited my family, and for new relationships, it helped to have parts of my family onsite.

My longest standing relationship is with an artisan in Accra, but I am also now working with artisans and small creative hubs in Morocco, Tanzania, Kenya, South Africa and Senegal.

My key communication tool with my artisans is WhatsApp – that really works best for status updates, exchange of images etc.

Authenticity is really important to me. I don't want to sell the same thing like everyone else - @MsK_NY Click To Tweet

 

How is africaboutik changing the narrative about Africa?

The frustrating thing about many textiles and even accessories that initially are made on the African continent are that so many are now made in China.

Even if you are in Accra or Nairobi you can easily come across products made in China. At Africa-themed events in NYC, I see a lot of so-called “Made in Africa” items that are 100% made in Beijing.

My goal from the beginning was to only select and produce items that I like and that are not too common on other platforms and that is authentic.

Authenticity is really important to me. I don’t want to sell the same thing like everyone else. I like to be different and unique.  Being connected to my makers individually, I know who creates the items, I know their personal situation and they know I am a one Woman Business. We work together to make things work for both of us, and I love that.

 

Can you give an example of products you are selling and how you are involved in some of the developments?

What I produce myself is the African City Bag – a high-end canvas bag that sports African City Names. That was my very first and for a long time my only product.

I also do temporary tattoos of Adinkra Symbols and furniture like the lollipop stools. All these things are made in Brooklyn where I am based.

Besides that, I am sourcing different basket designs and accessories from Ghana, Morocco, and Tanzania. My best selling accessories come from Ghana and South Africa.

I keep on editing and adding or removing products from the store, depending on seasonal trends or things I like.

 

What’s next for africaboutik?

I am focusing more and more on interior design and want to eventually make it my sole focus. I loved the process of creating my lollipop stools, so I want to my make more like that.

Currently, I am looking for young fashion/design influencers who can help me elevate my brand. If you are one and you are reading this, holler at me!

 

Where can people learn more about africaboutik?

Follow me on Instagram, check-out my online store, and follow my blog.

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