I want to grow a brand that will outlive me —Omotola Shokunbi, CEO Omotola Fabric Bags

Omotola Shokunbi, a fashion entrepreneur, is the owner of Tokalene Jewellery and Omotola Fabric Bags. In this interview by TAYO GESINDE, the daughter of the late Oba O.J Sonoiki, the Lipa of Molipa, Ijebu Ode, speaks on how she has been using the social media to grow her business.

 

Growing up

I am the first daughter in my family and my father used to always say to me that there is no room for laziness. When I was in secondary school, during the holidays, he told me he didn’t want my mum to wake up to cook his food, so, I always cooked for him every day. From age 16, I started cooking for many people, so, I am a great cook, that is why I used to bake commercially until last year because I had a lot to do. I was making a lot of money that I didn’t even have to touch the money from my jewellery business. For me, baking is a passion and this Christmas I am hoping I will be able to bake for family and friends.

 

Foray into fashion business

I was a jeweller for 15 years but foreign exchange saga and price of dollar going up made me decide to look for another business that was naira-based. I had to look up to God to show me the way. I’ve always been interested in Ankara but I didn’t want to sell Ankara.  While still thinking of what to do with the fabric, my dad passed on two years ago and I decided to do Ankara boxes to give to my friends at the funeral. I did it and a lot of people liked it. When I returned to Lagos from Ijebu, I decided I was going to use local fabrics like Ankara, adire, aso-oke to do souvenirs.  I have also done interior decorations over the years and I decided to use both African concept and European concept depending on what the customers want. So, I did a launching where I showcased my products like throw pillow, bed sheet, pillow cases, quill in Ankara and regular fabrics and purses, hand bags and so on made from ankara. That was how I started the bag business two years ago. I used the social media like Facebook, Instagram Linkedin to advertise my products from there, I started getting orders. Now we have over hundred 100 pieces made from Ankara, adire and aso-oke. This christmas season, I am bringing out limited collections like laptop bags made from velvet and Ankara, hampers, note pads, jewellery boxes, neck rest, folders, apron, and iPad cases and so on.

 

How I use social media to drive my business

Last year summer, when I was on holiday I decided to learn how to use social media to my benefit.  I didn’t want my business to be friend-based, that if I didn’t get order for my business, there won’t be sales. So, I asked my daughter to teach me how to use Instagram and other social media platforms to get customers. Whenever we finish work on our products, we put the pictures on Instagram.  I also advertised on some blogs and magazines that women read and I started getting orders from all over the country. Today, most of my customers are from the social media though I have a shop at Lekki and another one at GRA, Ikeja, Lagos. I spend a lot of time daily on the internet. I don’t go out to market my goods; I market them on the social media. Recently, I got an order from the personal assistant of the first lady to supply laptop bags to Her Excellency, Aisha Buhari, for a programme she did.  I didn’t know when I was getting the order that it was from her. I also got an order from the special adviser to a governor’s wife to do all the folders and bags she will use for a programme in December. I get orders from big corporations too.

 

On branding

I am a perfectionist, I look at everything. I know Nigerian workers don’t usually pay attention to details. If I am not satisfied with a production, I will cancel it and we will start all over again because I want to build the business into a big brand. I want it to outlive me and I want my children to be proud of it and take it over especially my daughter. I am also on the internet because you have to look at your competitors, check out what they are doing and try to improve on it. I travelled for three months and while I was abroad, I read a lot and also listened to a lot of teachings.  I try to ensure that even if four people are making bags in Lagos, when you pick my own bag, it will be different. For instance, I use three different aso-oke to make a bag and use bright Ankara for the inside. We use beautiful lace materials to make party bag too. My ultimate, which I pray for, is to be on Inside Africa. I have a couple of people who sell my bags in America, Canada and so on. In Nigeria too, some big stores carry no brand. Also, I belong to a group called African Women Entrepreneurship Programme (AWEP), where we are promoted and our works are showcased all over the world. Every day, I am thinking of how to improve on my brand. I am finicky and a perfectionist, I want everything to be in place. I want my job to be top quality.

 

Combining home front with career

Family is one thing I don’t joke with. My husband is a part of everything I do. We are friends and we share everything together. When I have to be with my husband, I drop everything and go off with him then use my phone to run the business.

 

Advice for young people

On a final note, I know it’s not easy out these in the world but if you stay focused, persevese and hold on to your God, things will fall in place.