Ayeni Temitope Grace is a graduate of Obafemi Awolowo University Ile-Ife. In this interview, Temitope who holds a B.Sc. degree in Demography and Social Statistics, tells AMAKA IFEAKANDU how she journeyed into the world of fashion designing, and also speaks on the prospects and challenges in the industry.
Why did you go into fashion?
I was inspired into fashion designing due to disappointments from my designers. While I was still schooling at the Obafemi Awolowo University Ile-Ife, at my leisure time, what I did was to sketch out beautiful designs because I love sketching out designs. So, often times, when a design idea pops in my head I’ll just sketch it out,… so whenever I want to make a new outfit, I will just pick one of my sketched designs and give to my designers to make for me. But often time, they got it so wrong, and whenever I wore the outfits without making proper adjustment, I would feel so uncomfortable and this made me less confident at whatever gathering I found myself wearing those outfits. So, often time, I lose them out and adjusted myself with just needle and thread, and it would come out perfectly well and because I didn’t even have a sewing machine.
So, after all the tiring experience with my designers…then I decided I also needed to not just to sketch out designs, but also to be able to perfectly make them. I was also inspired by my friend then who happens to be my husband presently. We were just close friends when we were still in school, though he was not in the same school with me. I met him through a friend and that was how it started. So, when he discovered I love designing, he then encouraged me to attend a fashion school … so as to be able to put my skills into use effectively. I gave it some thoughts and I felt that if I didn’t listen to him, I would still continue having the same experience, my designers and I also felt I would be able to help those who are having the same experience as me, by helping them to feel confident in their styles choices.
My husband and I started looking out for where I could train. After a successful search, I didn’t have enough to pay for my tuition fee. I then discussed with my husband, he assisted me with tuition fee and also got me all necessary materials required for the training… so that’s how it all started
…Tell us about your brand
Over time, my passion for fashion designing increased and became stronger day by day. I then decided to start up my own brand which has been in existence for about 7 years and I named it after my initials. From Temitope Grace, I came about TemmyGrace and because I love sketching out all kind of clothing designs, I decided to name my brand TemmyGrace Apparel designs and make stylish and trendy African and English designs for both men and women to build their confidence in whatever style of their choice, and also creating a fashionable lifestyle for our clients.
How has it been since you started?
It has been a wonderful, beautiful, challenging, demanding experience. But above all, it’s been a beautiful and worthy lifestyle for me
Who are your target customers?
My target customers include women and men, across all ages.. Men and women today are increasingly interested in fashion, they are fashion conscious. TemmyGrace Apparel target market is also a local and international one. My brand also engages in the online market space, with some marketing activities engaging men and women on the online space….. and it’s been working for my brand as most of my clients are from the social media space
How do you envision your brand evolving in the future?
I see TemmyGrace Apparel brand evolving globally with amazing and creative designs, influencing the world of fashion positively, implementing measures to broadening the world of fashion, creating a fashionable lifestyle for our present and future client.
What important lesson have you learnt in the fashion industry?
Being in the fashion industry has been a journey with so many experiences, and most importantly, I have learnt to embrace the difficulties that will occur, and to always be calm and stay flexible, work at a 100%, give everything you’ve got and don’t be afraid of making mistakes, because everything is for the sake of the experience. Without confidence, passion and determination, it will be hard to make it in the fashion industry.
What type of fabric do you enjoy working with the most?
African prints because they have a wide range of variety of colours and prints…. The prints are vivid, eye-catching, and very flexible. They’re lively and aesthetically enticing and they always look stunning.
The brand’s mission and vision
To achieve a global international recognition, to create more amazing designs exploring some innovative textiles, technology, also to network and collaborate with both local and international designers.
Staying up to date with the latest fashion trends
Fashion is an ever-changing landscape, with trends evolving rapidly and often. ..by engaging with fashion media- this includes reading fashion magazines, following fashion blogs, and browsing fashion websites. These platforms often provide insights into the latest trends, emerging designers, and also by attending fashion events happening around the world. having engaged in all of the above, I then come up with some ideas to incorporate into my designs.
Source of your material
In the process of training, I was detailed actually on how to get quality materials and the right location to get them. I also build a cordial relationship with some of my supplier-clients I know of to sell quality materials and at any point in time I can call them to waybill some materials whenever I need them for my clients. And the satisfaction I have been getting from my clients is an assurance that I get my materials from the right sources.
Government’s support for female entrepreneurs
The government can support female entrepreneurs by making policies that will help access funding in such a way that they provide targeted grants, loans, and tax incentives to help women overcome financial barriers. there should also be mentorship and training program that offers programs that connect female entrepreneurs with experienced mentors, skill-building workshops, and networking opportunities. Government should invest in technical education, the government can also imbibe the culture of celebrating successes, highlight and celebrate the achievements of female entrepreneurs to inspire and motivate others.
By implementing some strategies, the governments can create a more inclusive environment that empowers female entrepreneurs to succeed and contribute to the economy. Creating online and offline spaces for women to connect, share experiences, and collaborate.
Starting a fashion business
To start a fashion brand doesn’t require much. In fact, basically, you start small to become great. I started mine at a corner in my home, after rounding off at the fashion school, I just decided to talk to people and friends to create awareness on what I do as at that time I didn’t have much to get a space at a preferred location. When I started my designs, people saw my pieces and they loved it, I got lots of encouragement in doing much better. My advice to all aspiring fashion designers is to fully express their passion for the profession and in actual fact is that it is very easy when you put your heart and mind; you’ll enjoy every bit of it when you get fully get acquainted. Be confident, be passionate and invest your time meaningfully.
Your challenges
One of the challenges faced is logistics: rates of shipment in and outside Nigeria is on a very high side, and when you charge the clients more to cover up for the shipment expenses…. the clients feel you are charging too much and you’ll end up losing them. In order to avoid losing them, you’ll have to reduce your own charges for the awesome work you have done leaving you with little or nothing, even when we need to make money as a brand for sustainability.
Another challenge we face as we all know, this is the era of Gen Z, a lot of these younger apprentices and stylists do not want to work not to talk of dedicating their time. Often time, when we have a heavy workload, you hardly find anyone to assist to meet up with timeline for a particular project, most times there’s always little or no assistance in achieving work project.
Another big challenge we are facing presently is Inflation and economic downturn… this has really cost a big rise in the cost of textile, energy costs, labor cost, logistics etc which lead to higher prices for consumers and lower profits for us in the fashion industry. Also, this rise in cost of most things we use has affected our consumers purchasing power, leading them to opt for cheaper alternatives or delay purchasing altogether.
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