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Quality of fabrics threat to Nigeria’s fashion business —Adeyemi, CEO, DLX Designs
Adeleye Adeyemi is the creative director and founder of DLX Designs, Lagos. In this interview with NIYI OYEDEJI, he speaks about his voyage as an entrepreneur in the fashion industry.
WHAT does your business entail?
DLX Design is a fashion designing brand that aims at giving people the best of sartorial elegance they will ever cherish and as such, portray them as the cynosure of all eyes. We sew agbada, kaftans, shirts, pants, and all. When you are talking about fashion designing, DLX offers the best of a kind.
What inspired you to start your business?
I don’t want to go into the details of how I was born into a fashion-oriented family, but that was actually not where the inspiration emanated from. The inspiration in actual sense boils down to the fact that I find happiness in the fashion designing realm. I have always loved to have people carrying my signature all around. How would I achieve this used to be what I always thought of before the idea of fashion designing was adopted. Whenever I sew exquisitely for one person, and he wears and carries it around, people will see it, admire it, and keep asking me to reproduce such for them. This was actually what spurred my interest and I started seeing myself as someone who can have his signature being adopted by many people of the world. And, to the glory of God, no regret so far since I started this profession.
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What was your initial start-up capital, how were you able to raise it and how would you say your business has grown since starting ?
After I completed my training at the fashion school, all I could gather was a paltry amount that couldn’t buy me more than a manual butterfly machine. I bought the machine and placed it in a corner of my room and, against all odds, I started with the production of corporate shirts. I refined myself with the strategy of wearing shirts of any design that I sewed, snap photos wearing them, and post on social media. Orders began coming in from my close friends and family. Referrals began manifesting too. So, I started saving up for the rainy day, an action that later gave me the luxury of having enough to afford an industrial machine. With the purchase of an industrial machine, my works began to wear more exquisite look that I particularly was so proud of. Orders started coming in torrents. I cut down my expenses and increased my saving strength. By so doing, I was able to get a shop. In the spirit of advancement, I got an office where we are currently.
Fashion designing is one of the jobs with many practitioners, what makes you different?
Concisely, let me say the uniqueness and touches in our craft distinguish us from others. Also, we maintain two things very strictly: consistency and integrity. Our clients have actually tested us in these two areas, and, remarkably, they were not disappointed. We deliver whenever we tell you we will deliver. And, we give you the best of what you want.
How many employees do you have currently?
I currently have five paid staffs and many apprentices learning the craft.
When was your business established?
I started in 2016 after leaving the fashion school.
What are your expansion plans?
Inasmuch as some clients won’t bother about location, all that matters is the quality of the craft you are offering. However, for a business like fashion designing to grow, the closeness of the business to the targeted customers is very paramount, hence, we have plan to expand our tentacles to the major centres in Lagos. We want to cover Ikeja, Surulere, Lekki, and Ajah. We really want to take over Lagos. That’s the big plan. And we want to go beyond the shores of Lagos too. We want to be global.
What are the major challenges you have faced since you started?
I will say that the epileptic power supply, lack of quality fabrics and difficulty in accessing business-friendly loans are the major challenges I face. But all thanks to God, things are changing for better.
Tell us about the challenges you face and what you think Government at all levels should do to help entrepreneurs like you.
Most of the time, we employ the service of the generator to enhance the smooth running of the business because of the erratic power supply in the country. This, sadly, reduces the expected profit at the end of the month. Although, I must confess that there has been an improvement in the power supply but, we urge the government to please work harder to eradicate completely the menace of power supply.
On the lack of quality-assured fabrics, since I started practising this profession, I have come to realise that the price of fabrics does not always determine its durability. We have had cases where we make use of the most expensive fabrics in the market and still get unpleasant feedbacks from clients on its durability. So, this brings us to the fact that we must always be extremely careful when selecting fabrics for designs.
In saner climes, there are always specifications to the quality of goods coming into the country. The government of Nigeria should also set up a body to regulate and control the quality and kind of fabrics coming into the country.
Also, on the difficulty we encounter in accessing loans, it is a very sad story. We read on dailies everyday the number of loans made available for entrepreneurs by the government and other agencies but, sadly, these loans are not easily accessible to many of us.
Who do you look up to as role model in this business?
Of course, there are many designers to look up to as a mentor in this business. However, aside from my boss who taught me the rudiments of fashion designing, another man I look up to, having read, studied keenly and marvelled on how he transformed from a small shop operator into a big factory owner is Mr Seyi Adekunle of Vodi group, that man is a giant of inspiration.
What advice would you give to upcoming entrepreneurs?
My advice to them is to build their integrity and keep a good relationship with people around them, as those around them will serve as their first customers. Also, they should take note that consistency is key to sustaining any business. People will doubt you, family might forsake you, friends may not encourage you, but your ability to stand strong in the midst of these tribulations is what will make you a successful entrepreneur. And, trust me, after you worked yourself to success, foes will turn friends and those who had once forsaken you will be the ones licking your boot.
Quality of fabrics threat to Nigeria’s fashion business —Adeyemi, CEO, DLX Designs
Tribune Online
Source: Tribune
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