Joy Uzor is a fashion entrepreneur and consultant. Founder and CEO of Eaglesmind Couture Academy, located at Onitsha, Anambra State, she has trained and mentored many women in the fashion business. In this interview by KINGSLEY ALUMONA, she speaks about what motivated her to go in into the fashion business, her fashion academy, what makes her brand different, and how the government can assist local fashion entrepreneurs.
What motivated your interest in the fashion business? And how long have you been in the business?
Growing up, I never believed I would become a fashion consultant and trainer. Before I developed the interest to learn fashion designing skill, I used to think that people who learn skills or go to skill-acquisition centres are people who do not have rich parents, or rich uncles and aunts to train them in higher institutions. I thought that skill-acquisition programmes like fashion designing (tailoring), hotel management, hairdressing, makeup, shoemaking, bag making or bead making are for people who were not able to pass their UTME or do not qualify to see the four walls of the university.
So, when a mentor of mine mentioned that I should learn tailoring so that I can have something to fall back on while waiting for a white-collar job, I declined because I didn’t see it as something a soon-to-be graduate should be involved in. A year or two later, I got inspired by a fashion model who was also a fashion designer. The way she portrayed the skills made me rethink about tailoring. I gave it a trial, and ever since then, I’ve never looked back. And so, the desire to teach the skill and empower female youth with sewing skills led to the establishment of my fashion academy, Eaglesmind Couture Academy, which has trained a handful of female youths.
Our commitment has attracted a good number of awards; to mention but a few—on March 7, 2021, we were awarded the best fashion school in Anambra State. Beautifully enough, June 2021 will make it 3 years since the establishment of the academy, and I’m excited about how far we have come.
Briefly tell us about your fashion school and your post and job description there.
Eaglesmind Couture Academy was established in June 2018 out of the desire to empower the youth, get them off the streets and help them become self-dependent and creators. The fashion academy currently has 2 brand ambassadors.
As a company, we have worked as partners to the actualisation of SDG 1 (No Poverty), SDG 7 (Decent Work and Economic Development), and SDG 17 (Partnership for the Goals). Our personal development programmes have seen to the donation of sewing machines to a good number of persons.
I’m currently the Founder and CEO of Eaglesmind Couture Academy. I teach and train up-and-coming fashion designers on the art and business of fashion designing.
What is your fashion statement and vision, and how do they guide the work you do?
Our fashion statement is ….To your BSc, add skill. We strongly believe that every youth must have a skill even as an OND, HND, bachelor’s, Master’s or PhD degree holder.
Everyone needs to acquire a skill of any kind so we can curb the unemployment issue in Nigeria, and in lieu of this, I’ve hosted so many empowerment programmes for fashion designers, both online and offline, to inspire and help them scale up.
Our Vision is: To raise fashion designers of international standards, who can compete globally. As a company, we believe in this big vision and uphold a good number of work values to achieve it.
Fashion and tailoring businesses are ventures many people, especially women, are into these days. What makes yours different? And how do you handle the stiff competition out there?
Our unique selling proposition makes us different. Our unique way of attending to customers, swift delivery service and attention to details make us stand out. Our activities are tailored towards excellence.
And when it comes to teaching, we teach and train our students with the international standard pattern-drafting techniques. We’ve placed a top standard in the academy and we’re not backing out anytime soon. More importantly, we carry out constant upgrading in all we do. We do not permit mediocrity and that’s why we keep raising the bar.
What kind of designs or products do you specialise in? And, do you deal with men’s designs and products?
For now, we specialise in female wears only. We’ve plans to introduce male designs, but we’re building structures that’ll accommodate this next step.
What class of people patronise your projects/services? And, where can your products be found (both online and in stores)?
For the training arm, students, graduates, corps members and workers patronise our services, both online and offline.
For the fashion products, working-class women entrepreneurs between the ages of 25 to 55 years patronise our products. Our products and services can be accessed via our website, eaglesmindcoutureacademy.com or any of our social media handles @Eaglesmind Couture Academy.
Do you see your business or products as a brand? If so, how can they be easily recognised from a pool of other fashion brands in the market?
Yes, Eaglesmind Couture Academy is a brand and can be distinguished from other brands through our brand colour, our unique designs, logo and many more. We stand out in our training, products, and services. Whenever you think of excellence, you think Eaglesmind Couture Academy.
In what ways do you explore the internet to showcase your products, services and brand? Do you run any online fashion tutorial or school?
Through our website. We’ve hosted various online trainings on how to cut and sew for beginners, intermediate and advanced fashion designers. People can sign up for our online school and learn how to cut and sew to perfection from the comfort of their houses.
We also have a strong social media presence and we are always reaching out via our platforms. The internet has been a great asset to our visibility and growth.
How does the influx of foreign clothes in the country, especially the ‘okrika’ or second-hand types, affects the type of business you do? And, how do you think the Nigerian government and people can help to address these challenges?
The dependency on foreign wears has hindered the growth of the fashion business in Nigeria.
The government can assist us in empowering more youths to enhance the production of wears locally and export them. We can do better with our own if the necessary materials are provided.
The contemporary Nigerian society is awash with amoral dresses and dress codes. What kind of dressing etiquette would you recommend to Nigerians that would reflect their cultural and moral heritage?
I’ve always believed that, the way you dress, is the way you’ll be addressed. To uphold morality, ensure you don’t dress in revealing wears. Dress confidently and smart.
With the current bleak state of the Nigerian economy, what kind of future do you envisage for budding fashion entrepreneurs? And in what ways do you use your expertise to empower young people in the fashion industry?
The fashion industry as of 2021 is worth over $2.5 trillion. So, there are a lot of resources yet to be tapped from the industry if well guided.
My Academy empower youth with training for 3 months, 6 months and 1 year courses. We don’t just teach how to cut and sew, we also teach the business of fashion. Learning how to start and sustain your fashion business is also important as the sewing skill.
What fashion idea or product are you currently working on? And where do you see yourself and your business in five years?
We’re currently working on producing online tutorials on how to cut and sew luxury wedding gowns for fashion designers. We’re also teaching National Youth Service Corps (NYSC) members during their orientation camp exercises.
I see Eaglesmind Couture Academy being established in different parts of the country and empowering over 3000 fashion designers, both online and offline.
Tell us about your recent ‘tradversary’ celebration and how you celebrated it? And how does your husband support your business and career?
Awww! My tradversary? It was well celebrated. And to mark our traditional marriage anniversary celebration, we gave out some of our online training courses for almost free.
Oh yes, my husband has been my number one supporter since I launched Eaglesmind Couture Academy. I’ve travelled to so many states in Nigeria and to Dubai, UAE, to acquire more knowledge both in fashion and in business, all through his support. I celebrate him dearly and encourage other men to support their wives too.
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