Focus on entrepreneurship has changed SME’s landscape —Atinuke Smith

Foray into fashion business?

I had the opportunity of living in  theboy’s quarters of very passionate and excellent fashion designer in the city of Ibadan during my service year. The encounter and relationship quickened my love and passion for fashion and designing. Vocational skill was not so popular in the 90’s but I chose to equip myself with the skill and since then, it has been a remarkable journey leaving an indelible mark on my life. I was groomed and mentored in fashion and designing in the city of Ibadan by Omega Fashion House and Cute Cuts, two brands owned by two lovely women who chose to invest in me. After my training, I was armed with my skill with zero finances to start a business. The little savings I had then could buy only one machine, which I proceeded to buy. The beginning was quite small and challenging but my journey on the path of growth was worth it because I immensely loved the experience and I found deep fulfillment in it. I started my business a year after my fashion training and the journey has taken me through different routes and it has given me 27 years of amazing experience in the fashion and designing Industry.

Challenges faced over the years?

One of my major challenges was mastering business management and book keeping skills for which I am grateful for the emergence of entrepreneurship trainings and business schools. Accessing finance to scale up my business was another area of major challenge which I was also able to overcome once I was able to build company credibility and also win a business grant. Finding skilled labour was also a major challenge, which I also tackled by starting my fashion school. The challenges are part of my story that makes the journey worth it. I am grateful for them all.

Giving back to the society?

My desire has always been to give back to the next generation and this has always informed my choices over the years as a fashion entrepreneur. My passion is to see the huge number of startup fashion entrepreneurs entering the creative space get it right and not make the same mistakes I made while growing my business. This desire led to the creation of the maiden edition of Southwest fashion summit, which was a platform created for mentoring startup fashion entrepreneurs. It was an avenue to teach, share information and opportunities that are obtainable and available in the fashion Industry. It would also presented startup designers with the opportunity to network with their peers and also engage Industry leaders. The maiden edition was held on the 14th – 15th of December, at the Nu Streams Conference Center, km110 Alalubosa Estate Ibadan, Oyo State. It was loaded with series of activities like exhibition and showcase of locally produced fashion items, Root n’ fashion runway show, giveaways , talk shows, music , dance and many more.`

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How  has entrepreneurship has influenced the current generation?

The emergence and focus on entrepreneurship has changed the landscape of small and medium enterprise and how businesses are being handled. Focus has shifted from just learning a vocational skill to learning how to manage a business properly. There are many opportunities and exposure to business trainings in this generation which was available in the past, which gives most start up business owners the prerequisite knowledge needed to run their businesses. This generation is blessed with the loads of knowledge disseminated through entrepreneurship for managing small, medium and micro businesses.

What other projects are you working on?

I run a social enterprise called Treasures Refuge Foundation and it has been in existence for two years now. It was established out of my passion and desire to empower women and youths. It addresses the number 1,5& 8 of the sustainable development goals which encapsulates poverty alleviation, gender equality, decent work and economic growth. Over the years my fashion business has given me the opportunity to empower over 1000 women and youths, so formally launching my social enterprise gives me the opportunity to widen my reach. I empower women and youths who are less privileged with various vocational skills which gives them the opportunity to make something meaningful out of their lives.

Coping with evolving fashion and customers

Fashion is ever evolving and the only way to keep up is to keep the cycle of always learning, unlearning and re-learning. Coping with the demands of various customers could be challenging but it is easy because I have been able to identify my customers and their needs while also staying versatile and fresh.

What defines your Style?

Fashion must be comfortable, eclectic and must give room for self expression,

What is next for Datina?

We have operated in the local market for over 27 fulfilling years and our goals for 2019 is to be able to scale up our business in the area of exportation. We have experimented with our ready to wear clothing line for over three years in Nigeria, operating the sales of our clothing products through our retail clothing stores. We are looking at servicing some African regions and also supply some part of Europe to give our business more visibility.