Looking Good Isn’t Expensive - Chioma Ebubedike-Igbokwe

Chioma Ebubedike-Igbokwe, a law graduate from the University Of Benin, is the Chief Executive Director (C.E.O) and Creative Director Zapel a registered trademark of West n Couture Group which is a fast-growing clothing and fashion accessory line based in Abuja and the Youth Director of African Women in Leadership Organisation. In this interview with TAYO GESINDE, the daughter-in-law of the late lady of songs, Christy Essien Igbokwe speaks on her clothing line and fashion accessories. Excerpts:

Foray into fashion

I got my basic training in fashion designing in 1999 at Dobi Fashions in Port Harcourt. Prior to that, I had the inborn skills of creativity. After my basic training in fashion designing, I started making clothes for close family and friends as a young girl. I became an entrepreneur at an early age and made my first million at 21. In 2006, West and Couture Group was born. However, when I finished Law School, I went for further training in fashion at the Central Saint Martin’s College of Arts and Design in United Kingdom, where I took courses in designing and fashion accessory. West n Couture is a fashion and lifestyle company involved in fashion education, interior design, ready- to- wear and bespoke apparel, fashion accessories and fashion retail.

Challenges faced as a young entrepreneur

I had a humble start up in 2006. I started with my mother’s old Butterfly manual machine, sewing for friends and family, then the business grew and I started training young people. I also worked with the oil and gas industry as well as the federal government on the amnesty programme, training youths fashion designing and other courses. In 2013, I decided to launch my ready- to- wear line Zapel. While growing my brand, I was faced with many challenges. My major challenge has always been the cost of production which is usually aggravated by poor power supply. Another challenge I faced was universal acceptance of home made goods, however, this is changing, as people no longer see Nigerian prints as cheap.

My brand

What sets us apart is our drive to make made in Nigeria garments acceptable, especially now that the Nigerian fashion industry is gaining recognition locally and even internationally. We use our local fabrics to make ready- to -wear and also offer bespoke. We are creative and unique. Our handmade pieces and fabrics are unique and we pay attention to detailed finishing, branding and delivery. We ensure all our products pass through quality control before they are shipped to the customers. We are also unique because though upscale, we are very affordable and offer a 7-day return policy and also home delivery and all sizes per design for easy shopping. We also retail our ready-to-wear collection on our e commerce store and on major e commerce stores in Nigeria.

Driving force

I have a strong passion for fashion. My love for clothes and the inner joy I derive whenever I see my finished piece on my clients make me want to be more creative. As CEO and Creative Director of the brand Zapel, my career objective is to utilise my skills and abilities to be highly creative and explore all my potentials. I found out early that I work better when in a highly competitive and challenging environment. This drives me to make an impact positively in the lives of people and to make value-added contributions to my establishment. I also want to be an agent of change in the fashion industry, I want to always be innovative and develop creative ideas for the individual I am working on. This drive has helped to keep me very up-to-date on current fashion information and styles.

Assessment of the Nigerian fashion industry

The fashion industry in Nigeria is so lucrative, News Agency of Nigeria (NAN) reports that the Textile, Garment and Footwear sub-sector currently accounts for 0.47 per cent (N380 billion) of Nigeria’s rebased Gross Domestic Product (GDP), in spite of the crippled state of the textile companies which was once the second major employer of labour. The fashion industry in the United States alone grew 4 per cent in 2011, yielding a total sale of $199 billion and over 4 million people are employed by the fashion industry of US. New York and California are cities having the greatest concentration of fashion designers. In Nigeria, the highest concentration of fashion designers can be found in Lagos, Abuja and Port Harcourt. US is at present believed to be the largest importer of garments in the world and China accounts for 35 per cent of every apparel sold in the US. Nigeria is also the biggest importer of garments in Africa, staying ahead of countries like Ghana, South Africa, and so on. However, there is a long term plan by the government to prohibit the textile importation, so as to encourage local content production like me. According to the Lagos State Coordinator of the Fashion Designers Association of Nigeria (FADAN), Kola Kuddus, the nation’s fashion industry is worth about 10 billion dollars (about N1.55 trillion) and should attract investors because it is juicy.

Fabrics I like working with

I am always very particular about the fabrics that I work with so, I always source my fabrics myself depending on the collection I am working on and my inspiration at that time. I love to create a ready- to- wear collection using our tribal prints with a twist of western fabrics. I love using tribal prints, lace, chiffon, sequins, sheer fabric and I do a lot of hand beading and embellishment to give each piece a unique finishing. My ability to use high quality fabrics will help more people feel comfortable with the brand, thereby putting their money to good value. I love our local fabrics a lot and my dream is to see African prints designed in an outfit being retailed in major departmental stores on Oxford street, Fifth Avenue and in major e commerce stores in the world.

Winning awards

We were just recently listed as one of the 1000 African entrepreneurs who won the grant from the Tony Elumelu Entrepreneurship programme in 2015. I was nominated Style Entrepreneur of the Year by The Future Awards in 2009 and also nominated Designer of the Year by the Future awards in 2011. I was shortlisted as 12 finalists MTN British Council Young Creative Entrepreneur of The Year Award and was also nominated Designer of the year at the Lagos Fashion Awards 2014. I was among the top three from West Africa at Vlisco Women’s Award 2014.

Definition of style

Style in fashion is best defined as a particular or distinctive way one likes to dress or appear. God is so wonderful as He has created everyone with his or her own unique body shape and style. Many people make the mistake of copying others when they should try and figure out their own unique style. You could be the Victorian girl, chic, classic, urban etc. For me, I am edgy, modern and youthful chic but still elegant and fabulously gorgeous. This is reflected in how I like styling myself.

Role models

Amancio Ortega Gaona. He is a Spanish fashion executive and the founding chairman of the Inditex fashion group, best known for its chain of Zara clothing and accessories. I have been inspired by him. He started selling shirts and bathrobes to become the fourth richest person in the world by Forbes. I also like our very own Deola Sagoe, she has raised the bar for African designers putting African fashion out there internationally.

Cost of looking good

Looking good shouldn’t be as expensive as people think. For some people, it is effortless and comes naturally, luckily I fall within that category. However, to look good I always advice people to put their money to good value. Apart from dressing well, if you want to bring about excellent changes in the way you look, you’ll have to make a few changes to your way of life, which requires sustained effort. Your sleeping patterns, emotional balance, eating habits, exercise regimen, skin-care routine and stress levels – all of this has an impact on your appearance. I try to put my money on good quality and value rather than buy everything I see.

Beauty regimen

My beauty regimen is simple. I always wash my face before going to bed, to keep my skin clean and fresh from make-up. I like to let my skin breath. I cleanse, tone and moisturise. I use Rodans & Feilds Proactiv skin care products. The skin in its natural state heals itself and gets the opportunity to rejuvenate itself. I also drink lots of water and smoothies. My hair is natural so I like keeping them in braids. I try to do some exercise at least three times a week. I also do a lot of yoga and aerobics.

Combining the home front with my career

It has been God’s grace. It has also been quite a journey, it has not been easy at all but I am a very strong woman. Starting my business at an early age has been helpful as I have gained a lot of experience before marriage. I have built the platform for a million dollar clothing empire and brand Zapel. It is still growing but we will expand and create a million dollar empire in the next five years. I have been able to blend the home and business together. I am equally much organised, that has been the secret.

Opinion on cosmetic surgery

I think our men need to keep reassuring us we look good even in old age. It helps our self confidence a lot and will prevent unnecessary cosmetic surgery. Appearance is the gateway to one’s personal brand. It is the first thing someone sees, and right or wrong, one of the first things we judge (and are judged on). Just as we grow and change in our romantic partnerships, our family and our career, so too should we evolve within that personal style as we age. However, whether a woman chooses to go under the knife or has had plastic surgery is none of our business. It’s her brand and she can do it if she wants. But there is a bigger issue here. As a society, we need to value women as they age, and not push them to feel that they have to go under the knife to look younger. And at the same time, we have to stop criticising those women for doing just what we have pressurised them to do. It is up to each of us to embrace the changes that come with time or do something about them.

On provocative dressing

I think it has a lot to do with upbringing, peer pressure and following trends. Growing up with my kind of upbringing, my sisters and I were only allowed to wear dresses and skirts. My dad hated trousers so I grew up with that orientation. However, I now wear trousers but I always keep my dressing very modest. A woman should wear whatever she feels comfortable in but it is always best to cover up. I actually prefer coats and dresses that are not too revealing. It attracts the right crowd and makes one look more matured. People wear different trends to express themselves and to be in fashion and to be seen as trendy. Sometimes it should be for the right event rather than sending the wrong message

On toning

Toning is not bad for the skin. You should tone your skin for youthful and rejuvenated feel because due to age and other things like; weather, pollution and other harmful things in the atmosphere, the face and other body parts start sagging and start showing wrinkles. Toners must however be alcohol-free as alcohol dries off the skin. You can also make a natural skin toner at home. Tomato juice is a good skin toner. Cucumber toner is a refreshing toner for normal skins.

Special treat

I look forward to pampering myself because of my business, I rarely do. So, I give myself a weekend getaway which must include spa treatment, shopping and travelling to some new places where I can try out new recipes because I love good food and I am a great cook.

Choice of accessories

I love bags, my love for bags made me take a bag course in Central Saint Martins, London, where I learnt the art of vintage bag making and framed purses. Apart from making clothes, I also make bags too. I also like good jewelry and good shoes.

Advice to young people

It is not easy for young people in our present day with many challenges such as unemployment, peer pressure and violence. However, the most important thing is to just have faith in yourself and surround yourself with positive people who believe in you . When you’re young, you hear that you don’t have the experience to do some things, that there are people that have more experience than you. That is true, however we are the future and every young person is uniquely made by God. I started my business with N25,000, my school project money, it trippled before I needed it for the project. As young persons we have our age to our advantage so, be focused and determined. Also, make steps to start fulfilling your dreams . You can start by writing it down as a business plan. If truthfully you have this strong desire to succeed God sees the heart, He will bring great opportunities your way.