ON THIS EDITION OF "ENTREPRENEURS' WATCH", THE CREATIVE DIRECTOR AND FASHION CONSULTANT OF "DRESS MY CLOSET" ATINUKE AWOBODE , SHARES WITH US WHAT THE JOURNEY HAS BEEN LIKE.
I was born in Ibadan and also grew up in Ibadan.
I attended The International School, Ibadan, then I proceeded to Obafemi Awolowo University, where I studied Microbiology and graduated in 2008.
AS A SCIENCE ORIENTED PERSON,WHAT INSPIRED YOUR CHOICE OF CAREER IN FASHION?
Although while in school, I used to model, being in the fashion industry was not what i dreamt. While awaiting NYSC mobilization, I was looking for what to do, I stumbled on a place where they were learning fashion designing and a friend advised me to learn which I did. Later I met another Lady who taught me and I admired the way she comported herself. After NYSC, I moved to Lagos to look for a job but I could not compromise my moral standard, so I moved back to Ibadan and decided to start my fashion business.
I started with nothing but my mum's sewing machine and a table.
HOW HAS THE JOURNEY BEEN SO FAR?
It has been a lot of blood and sweat. In any business especially when you start small, you have to pay your dues and I believe I am the stage where I have paid my dues.
Also I am at the stage of expanding into a fashion school called "Dress My Closet School of Style" ,targeted at career people who want to develop more skills and young people who have no direction yet.
IN YOUR OPINION, WHAT ARE THE SKILLS NEEDED TO BUILD A SUCCESSFUL CAREER IN FASHION IN IBADAN?
First, its basically the same skills you need to build any successful business anywhere that you will need to build a successful fashion business in Ibadan.
Persistence when nobody is seeing you or believes in you yet, but we thank God.
For me, I don't believe my business is location biased because I am in Ibadan. I don't feel less advantaged compared to people whose businesses are in location where business seems to be " booming".
That is where mindset comes in. The way you see yourself goes a long way amongst other things.
WHAT ARE THE BIGGEST OBSTACLE YOU HAD TO CONQUER IN YOUR ENTREPRENEURIAL JOURNEY?
The biggest obstacle for me was trying to get my target market right. I realized I could not please everybody. A lot of people will come with the belief that your standard should be low because you are in Ibadan, some tend to look down on you and others come because they think you do a good job and they should patronise you. So I had to shuffle and find a way to sort my target market.
Also as a startup, you have to work for free to an extent so as to develop your skills, so the target was not money at the beginning.
WHAT WOULD YOU CONSIDER YOUR GREATEST STRENGTH?
God has placed a lot of abilities in me, so I won't give myself credit before giving credit to God first.
That aside, I am like Voltron. I believe nothing do me, I have that can do, can die spirit. Nothing ever breaks me. That strength has sustained me a lot.
There were times I could not pay my rent and was harrassed by agents to move my things out. It got to a stage where I was advised to go get a job but I believed what was mine was mine and was able to sustain myself , glory be to God.
And of course passion for what I do.
AS A FASHION DESIGNER AND STYLIST, DO YOU HAVE A FAVOURITE FASHION ERA?
I absolutely love the 70s. The 70s appeal to me a lot. Very glamourous and full of glitz
ARE THERE DAYS WHEN YOU FEEL THE FASHION INDUSTRY FATIGUE?
I still felt it yesterday, there are days when I dont feel like doing anything. There are times when you feel the fatigue but the best way to get out of it is to remember why you are here. Also make time for inspiration and meditation. As humans we need some time off at some point.
ANY ADVICE FOR BUDDING FASHION STYLISTS STRUGGLING TO GET A RELIABLE ROSTER OF CLENTS?
Get your process right, doing one man army will not help maximize your potential.
Start small even when you have the resources. Intern somewhere for a while.
Also dont be afraid to work for free ( not literally )
WHERE DO YOU SEE YOUR BRAND IN 5 YEARS?
Eyes have not seen.... *laughs*.
My true passion in fashion isn't even sewing for people. My main purpose is to inspire people in training.
The DRESS MY CLOSET school of style kicks off next month by God's grace. It is going to be a standard school of style that will help people to explore different aspects of fashion that suits them.
Its going to be one that is serving the whole of Southwest Nigeria by then.
Also there will be our walk in boutiques at different locations where people can buy very unique ready to wear pieces at affordable rates.
ANY ADDITIONAL THING YOU WOULD LIKE TO SHARE?
Usually , in interviews like this, you are asked how do u manage your business and home successfully as a married woman.
My view on this is that as human and a woman, the position Africa has put women is not really palatable. Thank God for banks and other financial institutions that have seen that women are more capable of handling financial responsibilities.
As a woman in business, you need to be self confident because a lot of things will try to stop you.
Develop the steel preferably before marriage so the kind of man you will attract is one that will respect and inspire you more. Be sure of who you are and don't be afraid to be submissive to your husband.
For the unmarried, build yourself, and surround yourself with good company. Do not be mediocre.
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