Inumidun Ashiru, a graduate of International Relations from Afe Babalola University, Ado-Ekiti, Ekiti State, is the Chief Executive Officer of Glamour By IT Bridals, a fashion entrepreneur, who is into aso oke business, auto gele, beads making and traditional bridal outfits for couple. In this interview by TAYO GESINDE, she speaks about her foray into entrepreneurship and how social media has helped her business.
HOW did a young person like you get into the aso oke business?
It started when I was in school. A friend of mine who was a make-up artist requested that I should help her style aso oke. My mum is a tailor, she has a fashion outfit, so I know how to sew, and that was in 2014 which was the first time I was featured in Bella Naija. The outcome was very good because I got a lot of calls and contracts. So, I thought it was not a bad idea and that was how I ventured into the business. However, Glamour By IT Bridals started officially in 2016. I started by selling aso oke, then later, I started helping brides to sew their aso oke to relieve them of the stress of looking for designers who will help them to design the aso oke after buying it from me. I sew and I have people who work for me as well.
How did your parents feel about your decision to go into aso oke business?
At first, my dad was furious when he got to know about it. That was because it was my mum and my siblings who knew I had gone into the business. It was when my dad heard people calling me ‘iyalaje alaso oke’ that he got to know. When I explained everything to him and told him the business was doing well, he was okay with it. He called me one day and asked me how I had been coping and I told him the business had been paying my bills. I had been doing this since 2016 and I am enjoying it. I had never wanted an 8 to 5 job and I have never wanted to work for anyone.
How has the journey been since then?
It has not been easy. I didn’t start out with my money, it was the money the client paid that I would use to source for materials so that was very challenging, coupled with the fact that I am based in Ibadan, where things do not move as fast as they do in Lagos, but I thank God that things are getting better every day. I am not where I used to be but I am not where I want to be yet. So, I keep putting in more effort, I keep improving my skills, so I can continue to give my clients what they deserve, the best. Another challenge I faced then was how to get brides, since they are usually the ones who wear aso oke for their traditional wedding to patronise me and the fact that there are many people who are also into the aso oke business but with advertisement on social media such as Instagram, Facebook and so on, I have been able to create awareness about the business. Instagram has really helped because it connected me with clients in and outside Nigeria. I have quite a number of clients abroad.
What does one need to start the aso oke business?
The major thing you need is to be creative. Once you are creative, you are good to go. You must know what you want to do and be determined to make a success of it because initially you might feel discouraged because it is not a fabric that is worn everyday by people. But if you are consistent, the business will grow.
Where do you source for your aso oke?
Most of my aso oke fabrics are made locally. I have weavers in Ilorin and Iseyin who make them for me but I hope with time, I hope I will be able to make it. At times, I also import them from China. There are different types of aso oke.
How have you been coping with competition in the industry?
I believe that if you are good at what you do, people will always patronise you. To the glory of God, we have never been idle, we always have work to do. If you believe in God, you have confidence in yourself, and you work hard, people won’t lack patronage.
Like you said earlier, there are many people in this line of business, what distinguishes your aso oke from that of your competitors?
I am strictly into bridal aso oke, so I ensure that I stock quality aso oke because there are high and low quality ones. It is the high quality ones that last longer. There are also some that are embroidered with appliqués and stones are usually made in China. And that is why I sometimes order for aso oke from China. You can recognise a quality aso oke by its texture, it is not tacky and it is always neatly woven. It is also very smooth. I have a policy; I don’t accept aso oke from customers because I have worked with some aso oke fabrics in the past that were brought by customers and I regretted it. I always tell my clients to allow me source for the aso oke myself so as to be able to give them the best, If one uses inferior material it will affect the overall result. Another thing that distinguishes us is that our prices are quite affordable compared with what some of our competitors are charging and our clients usually attest to this fact. Our mission is to make modern-day aso oke available to all.
When did you start making auto gele?
It is just following the trend. Some people do not know how to tie headgear, especially those who live abroad, so instead of tying an headgear that is not properly done, we usually introduce auto gele to them and they appreciate it because it is a bit unique and gives them a glamourous look on their special day. The truth is a bride’s headgear, if not properly done, the pictures won’t look perfect. The reception of the autogele has been wonderful. When I ask my clients where they live, especially those based in Canada or USA, I always tell them that autogele is part of the package, they always appreciate it.
Where do you see Glamour By IT Bridals in five years?
I know that Glamour By IT Bridals is going places. The business is for the world. There are some places that I have not been to that my aso oke has been to. So, I feel very soon, it won’t be up to five years, that my business will be known all over the world.
What advice do you have for young people like you, especially those who are unemployed?
Instead of waiting at home, trying to get a job, do anything you are good at. You can go into fashion designing, make artistry, anything. Once you are consistent with what you do and pray and believe in God, you will succeed. It might be rough at the beginning but keep going, slow and steady wins the race.