Rachael Ogbara is the CEO of Biramode Atelier, a Lagos-based fashion design brand that is fast gaining popularity for its catchy designs and customer satisfaction rate. The graduate of Obafemi Awolowo University shares in this interview by KOLA MUHAMMED her motivation for going into fashion, experience growing a brand in Nigeria, and how she’s empowering women with her platform.
You hold a Bachelor’s Degree in Literature-in-English but your burgeoning fashion career suggests that you have completely deviated from what you studied. What motivated you into going onto that career path and why did you abandon your certificate?
Actually, I won’t say ‘deviate’, because before I got into the university, I already started taking steps in the direction of fashion. I started by learning tailoring immediately after secondary school. Although I didn’t know that it would become this big, I started because I got tired of sitting at home while waiting to write my JAMB and Post UTME examinations as I used to be the only one left after everyone had left for work. My older brother would come home from school then and tell us motivating stories. There was a time he mentioned Burj Khalifa and the huge amount that was spent on the interior. So, he said fashion has tremendous potential and it would be nice for me to explore that line. By the time I got into the University, people were already admiring my sewing skill.
I must say that all through secondary school, I didn’t know what I wanted to do in terms of career but I knew the things I didn’t want to do. My parents and some teachers advised me to study Law. My brother was already on his way to being a lawyer, so I felt one was enough in the family. The other option was lecturing. So, I put in for Literature-in-English. Meanwhile, because of my oratory skills especially in Literature-in-English class, some of my classmates then in secondary school already nicknamed me Miss Lecturer. Shortly afterwards, I started falling in love with fashion and OAU watered down my interest in Literature. I started exploring fashion, fashion designers and the kind of influence they could wield, how to start and run a fashion business. I got fascinated. From the outset, I didn’t see myself as the 9-5 kind of person but it was in my second year in University that I made up my mind that it’s fashion or nothing.
More so, fashion gives me room for freedom and creativity. I am not a fan of routines, cramming or taking things in hook, line and sinker. I like to find what works for me. So, fashion affords me that opportunity.
Fashion gives me the opportunity to do things with my hands, the way I want. After choosing to go the fashion path, I decided I wasn’t going about it the mediocre way. I decided I would be excellent and efficient at it such that my friends and colleagues who have opted to be doctors, lawyers, architects, engineers, linguists, lecturers and all would love to patronise my business, i.e., by becoming a top-class business outfit.
What are some of the challenges you have faced so far in your career?
First, it was hard convincing my parents that I wanted to simply be a fashion designer. They didn’t have a problem with me doing fashion designing but they felt why not be a University lecturer who does fashion designing as a hobby. They didn’t see it as a sustainable career till later.
Also, my niche in the fashion industry requires a lot of studio space. Technology might have made some things easier but nothing can fix that, yet. As a starter in Bespoke fashion, bridals especially, getting a workable space while not going above board with my pocket was a serious challenge. A lot of money was needed to put things in place. This coupled with the right skill set and hands, enables one to go far, fast. Hence, capital posed a great challenge towards starting my business on the right foot. When I started, I couldn’t touch the profit I was making. I was ploughing everything back into the business just for growth.
Another challenge was getting hands that are skilled enough to do the job. Almost every household in Nigeria has a tailor but the irony is that most of them are not rightly and adequately skilled.
Lessons learnt from these challenges?
People matter a lot. People trying to build businesses focus a lot on branding and furnishing their business space(s) but leave out people- customers and employees. Branding and outlook is very important but people should be at the top of priority list. Businesses (in Nigeria especially) need to be a bit more customer-centric. Business is not just about making money, while at it, make a legacy; people should also matter. You might be making the money now but is it sustainable? Businesses have to be intentional about people. They have to know that building a lasting relationship with workers, clients will make them go far. Doing that engenders brand loyalty. Branding, market positioning and all are important but relationships must also be cherished. If you treat your employees well, they will in turn treat your customers well.
I have also learnt not to underestimate or underrate people. Some clients would not even look like they could afford your service but you just might be wrong. No matter how many times people make enquiries especially on social media, I have learnt not to be discouraged and give my best at all times. A big sale could come at the point of frustration.
Was there any time you felt like quitting, and how did you motivate yourself to keep going?
There were a lot of times I felt like quitting. I’d tell myself that I have a certificate that I’d just dust it and look for a job. When the business was just starting, there were lots of setbacks and disappointments because it appeared that nothing was forthcoming. For instance, because of my small stature, some clients felt I couldn’t possibly charge the price I gave them because what would I do with such money? You could imagine! At some point, it was as if I hit a glass ceiling. I prayed and fasted. I also told myself that I was very far from the initial plan. Then I knew that the kind of people that I was serving then were not the kind of people I should be serving. I realized I needed to upskill and reposition myself to attract my target customers. I held a strategy meeting with myself to identify the challenges and also come up with solutions. I took some drastic steps then which in turn contributed immensely to my career growth.
Ultimate, I have a written goal for my business that I always revert back to and assess my progress with from time to time. I tweak it as often as necessary and I never stop improving on myself as a person and my skill. These among other things have helped me to overcome doubt and a lot of other challenges along my path.
It is believed by many that it is difficult to become a top brand in the fashion industry without kowtowing to politicians and executives. Do you agree with this?
I would say that everything works hand-in-hand. It depends on your niche and target clientele. The major thing is to identify your target market and position yourself rightly.
No doubt there are millions of fashion designers across the country. What qualities do you think makes a designer excellent?
The first thing is creativity. Fashion designing is creativity; it is an art. A great artist is defined by their creativity. People can tell when there’s a lot of intentionality about what you’re doing. So, creativity, intentionality and originality.
How are you looking to empower up-and-coming ladies with your brand and platform?
I’ve actually been doing that right from time. When I was a serving Corp member, I taught some corp members basic tailoring. I participated in the Skill Acquisition and Entrepreneurship Development (SAED) during my NYSC orientation in Jigawa State. I have taught at fashion schools as well. I am passionate about teaching what I know. I also like to demystify the boss-apprentice stranglehold. Learning a skill doesn’t have to involve being subservient, washing clothes, fetching water and all.
Going forward, I intend to create platforms where people can come to learn and be empowered.
Are you looking to diversify in the coming years?
Yes. Right now, I’m trying to upskill tech-wise, because there are a lot of potentials that are yet to be explored. I once thought about having an app that can decipher people’s measurement from their pictures, from anywhere in the world and it’d be accurate when the measurement is used. I intend to do something in line with this.
Where do you see the Nigerian fashion industry in the next five years?
The industry has been progressive so far, and now we have a lot of Nigerian designers appearing on global platforms. A lot of people are also in the bridal industry doing a lot of stuff. With the weight we are pulling now, in the next five years, the Nigerian influence would have a wider global reach. We are already losing count of people appearing on Vogue, New York Fashion Exhibition, among many others.
What about Biramode in the next five years?
I have seen fashion outfits make their own fabrics. Embroidery and embellishments is also a big deal for me and I’d be looking to strengthen my skill in that area.
Do you have role models in the industry?
I like Ese Azenabor’s work. She’s heavy on embellishment and fit. I like Yemi Kosibah. He puts so much effort into his work and pays attention to his clients.
A word of advice for women struggling in their careers?
I’d say to them that they matter. The world is waiting for you and you should play your part. No matter how little you think what you do is, never forget about ripple effect. No matter the challenges you face, pause, restrategise and keep it moving. There is bound to be challenges. It’s one of the signs that you are making progress. Take a break if you need to, identify the challenge(s), be objective and start devising solutions. No matter how tight things can be, there’s always a way out. Don’t put a lid on your possibilities. When you see someone doing better than you are in your field, instead of getting jealous, get spurred to also improve your skills and be better. Commit to constant improvement.
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