Its time to Invest in the African Fashion Industry
“Africans need to put on the clothes made by their fellow citizens as a showcase of support and home pride”. Africa has become a hub for designers unafraid to create fashion statements embellished in colors as bold as the continent’s sunsets and in prints as culturally rich as its people. Their designs are cat-walking across runways both at home and around the world from New York to London to Tokyo. Despite its budding international fame, the African fashion industry has long ways to walk before “made in Lagos” rings the same as “made in Paris.” For the meantime, the paucity of internal and external investment is a barrier frustrating attempts to move forward. In recent times, African fashion has not just dipped its toes but fully plunged into the world’s fashion scene. Anisa Mpungew, a Tanzanian designer and creator of Loin Cloth & Ashes, says “Africa is not afraid of patterns and colors, that’s the one thing we do in our sleep, so we use it to be louder amongst our foreign friends.” Indeed, African designers are making bold fashion statements through the complex patterns and colors they dare to work with. African fashion tells a story — patches of identity are interwoven into the fabrics used and the designs created. According to Bethlehem Alemu, owner of an Ethiopian shoe company soleRebels, “The global consumer today is hyper-aware. They want authentic and innovative ideas delivered from the authors of those ideas.” These consumers want the designs to be creations of the African mind and hands and not replicas produced by Western clothing chains. The fashion industry has the potential to create secured jobs for the African youths of today and tomorrow. High profiled brands in the likes of J. Crew, Burberry, and Michael Kors oftentimes look to Africa for inspiration and ideas. Nevertheless, the masks, zebra stripes and leopard spots feed into Western stereotypes of Africa, not Africa’s authentic story. With designers and clothes in high demand, the African fashion industry is ripe to reach its full potential. However, a lack of internal patronage stands in the way. Lexy Moyo-Eyes, the founder of Nigerian Fashion Week, acknowledges that “the fashion industry can become a big business in Africa … even more with government support.” For example, according to the African Development Bank, the Rwandan government established a “foundation to establish garment factories and boost the textile and fashion industries.” As governments across the continent follow Rwanda’s steps and begin to esteem the fashion industry, they need to invest in the skills and qualifications of their people. Fashion programs such as LISOF School of Fashion in South Africa and Vogue Style School of Fashion and Design in Ghana need to be in abundant supply, not scarce, across Africa. Furthermore, governments across the African continent should set quotas on the import of second-hand clothing from the West. The goal would be to stop relying on the West and boost local manufacturing and development instead. The East African Community (EAC), composed of Kenya, Uganda, Tanzania, and Rwanda, has gone as far as to propose a ban by 2019. For the meantime, African designers, seamstresses, tailors, and retailers are competing with Western clothes ranging from printed shirts to blouses to leather jackets to sport jerseys. Sylvia Owori, a designer based in Uganda, says that “about 90 percent of the clothing people are buying in the whole country are second-hand clothes — so as a small fish, how are you going to start to compete with that?” These clothes have appeal because they are priced cheaply and allow Africans to emerge themselves in Western culture by dressing the part. A pair of jeans could be sold for as little as $1.50. At first glance, bundles of our worn clothes might seem like benevolent gifts from the West, but they are actually hindering the progress of the African fashion industry and economy. “The fashion industry can become a big business in Africa … even more with government support” – Lexy-Mojo Eyes Andrew Brooks, professor of Geography at King’s College London, explains that “[Western] t-shirts may be quite cheap for someone to buy, but it would be better if that person could buy a locally manufactured t-shirt, so the money stays within the [country]” instead of circulating overseas. As the proverb goes, “charity begins at home.” Not only will they be contributing to the success of homegrown designers but to their respective economy as a whole. According to Ventures Africa, “If there is any time to invest in the African fashion industry, it is now.” Those who invest first will likely be the biggest beneficiaries of them all. According to Euromonitor Internations, “the combined apparel and footwear market in sub-Saharan Africa [alone] is estimated to be worth US$ 31 billion.” Deola Sagoe, a Nigerian designer in the industry for the past 25 years says that this is only a small fraction of what the fashion industry is capable of. It is time to turn this visionary potential into tangible prospects. Omoyemi Akerele, the founder of Lagos Fashion and Design Week, realizes that investing in Africa does not come without its risks; you only need to to read, watch or listen to the news to be reminded of that. But she urges people to take a leap of faith and look beyond the rhetoric of corruption and images of war. She emphasizes that “he who observes the wind and waits for all conditions to be favorable will not sow, and he who regards the clouds will not reap.” Beyond the glamour of clothes and runways, the fashion industry is a business that has the potential to play its part in efforts to create jobs, especially among young people. Compared to its counterparts, the African continent is home to the world’s youngest population. According to the International Labor office, “youth make up as much as 36 percent of the total working-age population and three in five of Africa’s unemployed are youths.” Furthermore, UNICEF projects that by 2050, African
AMBER WILLIAMS: PEOPLE DON’T BUY PRODUCTS. THEY BUY STORIES
Amber Williams is the founder of Punkyflair, a brand story shop that serves beauty, fashion, and lifestyle startups. Building iconic statement-making brands is her jam, and she is committed to helping businesses grow authentically through a story. Through Punkyflair, Amber has positioned new businesses in the marketplace, molded magnetic personalities, crafted money-making narratives, and named global product collections for leading brands like Camille Rose, Heat Free Hair, Shea Radiance, and Marjani. Amber Williams connects young brands to the customers they want to reach through a story. She believes that story is the most critical business asset for one simple reason: it can’t be duplicated. It is the key to building a brand that will withstand the test of time and last forever. In this interview, she discusses how you can best understand your audience, communicate your vision, and sell with a story. Tell us how and why you started Punkyflair My early career was spent in corporate America where I used my formal training in psychology and integrated marketing to create and launch brand strategies for companies like Armani Exchange, Volkswagen, The United States Olympic Committee, and Feeding America. I was working within a world of limitless resources and possibilities in marketing. I had the freedom to be creative, spend however much was needed, and most importantly – test the water. After several years of implementing creative brand marketing campaigns, I realized that my signature approach to every strategy I created was rooted in a story. Every idea, every narrative, and every message I built told a story. Inadvertently, I used my knack for writing and understanding of human behavior to put words together that would sell clothing, jewelry, cars, and even promote funds for world-renowned athletes. [bctt tweet=”Every idea, every narrative, and every message I built told a story – @punkyflair” username=”SheLeadsAfrica”] I was a storyteller. At 29, I decided that I would package up my approach and all of my corporate learnings into a framework that would help startups launch and grow their businesses. I created Punkyflair to empower entrepreneurs with the tools, training and thinking necessary to understand their audience, communicate their vision, and sell with the story. Today, I have the good fortune of doing so for leading woman-owned brands like Camille Rose, Heat Free Hair, Marjani, BLK+GRN, and Shea Radiance. What is brand storytelling and where does it fit in marketing strategy? Simply put, brand storytelling is a method for connection. If you consider your favorite storybook or movie, there is most likely a character in it that resonates most with you. Maybe it’s because you see yourself in them. Perhaps it’s because that character represents who you want to be. All great stories make you look at yourself and consider how you connect to the tale being told. Brand storytelling is no different. A great brand story lets your customers know why you exist and how you fit into their lives. When done well, your brand provides the perfect reflection for who they already are but better. Brand storytelling is the most effective, non-salesly way to build meaningful and profitable relationships with the customers you want to reach. [bctt tweet=”A great brand story lets your customers know why you exist and how you fit into their lives.” – @punkyflair” username=”SheLeadsAfrica”] How can businesses effectively explore the core elements that make up their customer profile? All businesses should view their customers as the star characters in their brand story. Everything that your brand does–from operations to product innovation and marketing–should be built around your customer. It always amazes me how many entrepreneurs are willing to skip this essential first step. A strong customer profile is made up of three key elements: perspective, preference, and personality. Understanding your customer’s perspective is all about figuring out where your customer is coming from, the unique challenges they face, and what they really want from your brand. The next step is to discover what your customer prefers by digging deep to understand purchase motivators and where your brand solution fits into their lives. Finally, you’ll want to explore your customer’s personality traits. Doing so will help you tailor your messaging in a way that gets the people you want to reach to listen and buy from you. [bctt tweet=”A strong customer profile is made up of 3 key elements: perspective, preference, and personality – @punkyflair” username=”SheLeadsAfrica”] As they discover their customers, how do businesses determine the best approach in talking to their audience? Now that you know more about your customers, you’ll want to speak to them in a language that they understand. The best approach is first to visualize precisely who this person is. Bringing the person you want to reach to life humanizes your communication. It brings back the reality that you, as the brand, are talking to a real person. When working to craft your narrative, ask yourself these four questions: Why does my brand exist? What problem do we solve for our customers? What values or beliefs do we stand on as a business? How do our products/services make our customers’ lives better? The answers to these questions make up your core brand narrative, letting your customers know exactly why they should trust and buy from you. Plaster them everywhere (tactfully of course)! As businesses increasingly incorporate storytelling in marketing strategy, how can “Motherland Moguls” craft a brand story that yields customer action? The marketplace is getting extremely crowded! It’s never been harder to cut through the clutter than it is now. Customers are continuously bombarded with marketing messages and brands are spending a significant amount of money just to stay visible. In this landscape, the challenge lies in not only being seen, but in making money also. The best way that Motherland Moguls can yield a favorable action from their target customers is to keep a pulse on their customers’ wants and needs. Don’t get too caught up in the competition and what they’re doing. Always remember that people
Philomena Kwao: When I started, I was different from anything that existed in mainstream fashion
Philomena Kwao is a plus-sized British-Ghanaian model who has many philanthropic interests. Her meteoric rise came from working on multiple major campaigns for Torrid, MAC Cosmetics, Lane Bryant, Evans UK, Nordstrom and she has been highlighted on Huff Post UK, Guest blogger Metro UK, Cosmopolitan, Glamour, Essence Magazine, among others. This British-Ghanaian beauty is the perfect canvas and model for the fashion industry! Her regal unapologetic natural beauty is one to behold. Philomena is also the Global Ambassador for Women For Women International Charity. She preaches the need for open dialogue and real inclusivity in the movement towards equal rights for women. SLA interviewed Philomena during her recent visit to Nigeria to celebrate with the women who are graduating this year’s program and have achieved access to life-changing skills to move from crisis and poverty to stability and economic self-sufficiency. [bctt tweet=”To pursue modeling, be yourself! – @PhilomenaKwao” username=”SheLeadsAfrica”] You bagged a degree in Economics, and a Masters’ degree in International Health Management, how did you make the career switch to fashion and style? My original career choice was very different and my journey into modeling began by chance as I had planned out a career in health management and policy after completing my masters degree. A friend of mine entered my details online into a modeling competition in which Evans and Cosmopolitan in conjunction with Models1 were looking for a new plus-size model to front their shape campaign and to also become the Face of Style 369. I eventually won the competition and hence my career began. I was going to take a career break anyway after my masters as I had continued through school and work with no break. So when the opportunity came for me to move to NYC a new adventure made perfect sense. I could make money and travel which were two of the things I wanted to do most at the time. It was a huge blessing. I originally set out to try modeling out for a year. One year turned into seven and here I am today. It’s been an incredible journey so far. I am now signed to JAG Models and I am living and working in NYC. Tell us about how you got your modeling debut When I first got to NYC I didn’t work at all. It was hard! My look was new. I was everything you weren’t supposed to be rolled into one. Dark skin, plus and a shaved head. What would brands do with me? It took a while for me to find my place in the industry but when a few brands like Lane Bryant, Landsend and Torrid took the plunge to try something new and widen the definition of beautiful my career really took off. [bctt tweet=”My beauty is common in Africa but in the West its what defines me and sets me apart – @PhilomenaKwao” username=”SheLeadsAfrica”] As an African plus-sized model, what was your biggest challenge breaking into the fashion industry, and how did you overcome them? For so long, in the West, the standard of African Beauty was (and arguably is) very very narrow. Extremely tall, extremely thin and extremely dark. Most of the African models hailed from East Africa and the west fetishized their beauty as exotic and a true representation of The African woman. There are many problems with this. Africa is a vast continent with hundreds of thousands of ethnicities each with their own beauty. To homogenize the African woman is limiting and dangerous. My beauty is common in Africa but in the West its what defines me and sets me apart. When I first started I was different from anything that existed in mainstream fashion. I had a shaved head, my features are more commercial and I am a plus sized woman. It was very hard for people to get their head around it. Typically plus-size models are white and hourglass, and when they are black they are of a fair complexion with an acceptable hair texture. If they were slightly darker they had a long weave. The typical American girl next door look. African models were typically slim tall and dark. And yet here I was a mixture of everything; too ‘exotic’ for commercial modeling, too big for mainstream high fashion modeling. My biggest challenge was getting people to understand that black beauty exists in an infinite number of forms. This wasn’t easy, a big push for my career was definitely when Lupita was recognized as a world-class beauty because then I became the plus size Lupita. [bctt tweet=”My biggest challenge in the industry was getting people to understand that black beauty exists in an infinite number of forms – @PhilomenaKwao” username=”SheLeadsAfrica”] What prompted you to get involved in the movement towards equal rights for women around the world? As a woman, it’s hard to exist and live in this world without being affected by what’s happening to women around you. I was born in London, in the UK to a mother who immigrated from Ghana. I will never forget my first visit back home to Ghana. The disparity between my cousins and I simply because of where we were born was staggering. Even at such a young age it just felt so unfair and I was determined to make a change in any way possible. How did you become a Global Ambassador for Women For Women International Charity? Modeling is fun. It’s been an incredible blessing in my life, and I’m so grateful for every opportunity that I’ve been given but it isn’t enough. It isn’t enough for me. I’m still very much interested in my first love and passion, the advancement of women around the world. Whether through health, economic empowerment or social empowerment, women around the world need advancement. For too long we have been globally oppressed. The time for change is now and everyone can create change, firstly within themselves and then in their wider community. Social media has become such a powerful tool for this. One of the
Chioma Ezekwesili highlights the Essentials to Building and Growing Your Blog
“The main essential for starting a blog is to first have a passion for something”. – Chioma Ezekwesili Blogging is a great platform to express yourself, build a brand, and even make a source of income. Due to the diverse benefits of blogging, there is an influx of blogs and bloggers. This can make the process of building and growing your blog daunting. You might question whether it is worth it and how do you go about building this presence online? In this interview with fashion and lifestyle blogger Chioma Ezekwesili, she provides inspiration for prospective and current bloggers on her experience of starting and building her blog and brand. When and why did you decide to start your fashion and lifestyle blog and what were the essentials to beginning it? The main essential for starting a blog is to first have a passion for something. It could be cooking, fashion, gossip, politics, and other topics. You don’t have to be an English guru but you should always endeavor to read something new about your passion. This is significant because you can then provide your readers with new insights into your niche. In addition, you will be able to come up with new and diverse ways to relate to your readers. Secondly, you should draft a consistent timetable. It’s hard at the beginning but once you start, keep at it. Every day, have a topic you can write on. What will help you is approaching each day with an open mind? Also, make sure the photos, write up or videos are original because it allows your readers to connect with your originality. As for myself, I started my fashion and lifestyle blog in 2015 but I couldn’t keep up with it. This was because I started the previous blog with the sole purpose of making money. The blog was just alive for about three months and that was it. Then, I officially started www.yhitschioma.com in July 2016. This blog is out of my love for fashion. I also felt the need to express my opinion on lifestyle tips. I try to make my posts inspirational. I merge fashion styles to relatable inspirational quotes. I want to let people know that fashion is more than wearing designer clothes. Fashion is also a way of passing a positive message to the people around you. [bctt tweet=”I grew my 7k followers on Instagram by posting my Sunday bests every Sunday and tagged it #fashionforchurch – @Yh_ItsChioma” username=”SheLeadsAfrica”] What is the best platform for intending media influencers to be on and why? Instagram and Twitter are the best platforms, dependent on the type of influencer you are. Instagram is mainly for fashion, lifestyle, and style. It’s best for visual appeal through photos and videos. Then, Twitter is good for sports lovers, especially soccer. The discussions on Twitter around the leagues is something that anybody building his/her brand around soccer needs to be on. Twitter is also a good platform for having discussions about politics, sports, music, health tips and more. I advise that you be linked on both platforms. That way, whatever you post on one can reflect on the other. However, more attention should be placed on the social media platform primarily for your type of brand. Social media metrics are ever changing and for those looking to make an impact online, the competition is increasing. Is it possible to grow one’s social media organically? Yes, you can grow organic followers and I am a testimony to it. I grew my 7k followers on Instagram by posting my Sunday bests every Sunday and tagged it #fashionforchurch. Every Sunday, people were looking forward to what I wore to church. Once you find out what your followers like, stick to it and be consistent. Do not buy followers because interactions on your post will not match your followership. That matters because people and brand will immediately see through that. The first year might not be easy but keep posting. Also, make sure you use hashtags because they work like magic. What is your process of growing your brand presence? Building your brand starts with a conscious effort to actually build the brand. Find the social media platform that suits what you are trying to build Try to make your followership on any social media platform that you are on organic. If you are on Instagram, never miss relevant hashtags like #MCM #MondayMotivation #WCW #TBT #FBF or things like that. You can even come up with your own personal hashtag that people can follow through your post. For me, it’s #LifeOfAStartingEntrepreneur and #yhitschioma. If Twitter is your platform, be sure to check the trending hashtags and draft your tweets around it. Finally, you have to be consistent your post on social media. Be sure to have your contact details available for people to reach you. Reply and like comments so that there is a discussion around your post. How can one stand out and be unique online? You stand out by being real. Don’t try to be in competition with anyone. Rather, you should strive to be a better version of yourself. Keep doing what you love and don’t copy others. Be original with your posts. What steps should an aspiring media influencer take to attract opportunities to work with organizations, brands, and collaborations? Keep your profile open not private. Make sure you give credit to other brands you are wearing or using on your page. Then, you get other brands to notice that you are promoting other brands. They will then want to work with you. For blog collaborations, if you never reach out to people, you might not have anyone reach out to you. Last year, I sent about 5-6 messages to other bloggers like myself for collaboration. However, I got turned down by about 4 and I didn’t mind. I did a collaboration with the bloggers that wanted to. The result is that other bloggers saw it and then reached out to
Kene Rapu: Find something that makes your brand different from everyone else
Kene Rapu is the founder and CEO of ‘Kene Rapu’, the No.1 Nigerian footwear brand championing local production, established in 2011. Her brand has played a significant role in changing the face of ‘Made in Nigeria’ footwear. Kene is a fully qualified lawyer with an LLB law degree from the University of Bristol, UK and a Masters Degree in Fashion Entrepreneurship from the London College of Fashion, UK. In 2016 she was selected by the Tony Elumelu Foundation as one of 1000 African Entrepreneurs who’s idea could “change Africa”, in 2017 as one of 100 ‘Most Influential’ women in Nigeria by Leading Ladies Africa and most recently listed in the prestigious Forbes Africa ’30 under 30’ class of 2018, in the business category. All Kene Rapu slippers are proudly made in Nigeria for the global community. [bctt tweet=”Dream big but start small, grow as organically as possible – @KeneRapu ” username=”SheLeadsAfrica”] What vision did you have when you started out, is it different from what you are experiencing now? Our vision was to be the No.1 Nigerian footwear brand championing local production, and it has remained the same. We are excited about the progress we have made so far, and are looking forward to getting the nations wearing KR. What is it like making it to Forbes 30 under 30 lists? The journey so far makes me more excited for the road ahead. I’m passionate about what I do, and it is humbling and encouraging to know that something I started 7 years ago, has morphed into a business that is recognized globally. How has this exposure impacted your brand? Having a world renown brand highlight your business as one of 30 emerging brands in Africa, is definitely gratifying for a business owner, increases consumer trust and opens you up to a new network of professionals and investors. How can an entrepreneur build a solid brand? In whatever area you want to go into, do your market research. Find a unique selling point, find something that makes your brand different from everyone else in that market. Know your customer, define him or her, have a clear vision of where you want your brand to go; stay focused and remember why you started. Having come this far starting out in 2011, what important lesson can aspiring entrepreneurs take from your journey? Dream big but start small, grow as organically as possible. Understand that there is no such thing as an overnight success. Hard work pays. Consistency and integrity are important. Provide value; a quality product will market itself. How do you deal with gender biases you encounter as a woman running an enterprise? As a female in business, sometimes there are unnecessary issues you have to deal with, that should not be the case. However, challenges make you stronger, whether gender-related or otherwise; deal with them head on and move on. When you jump past hurdles, it is a testament that indeed you are a survivor. I also believe surrounding yourself with the right company is helpful. I have female friends in the business, and we spend time discussing how to resolve our common challenges. Having strong ladies in your corner certainly makes the journey easier. What message do you have for women who need the courage to follow their passion? Go for it. The road is not easy, in fact, it is difficult, but it is certainly gratifying when you begin to break through. Seize the moment and start now. If you’d like to get featured on our Facebook page, click here to share your story with us.
5 Marketing Tips from Business Guru P.Diddy
Sean “Puffy/Puff Daddy/ Diddy/Brother Love” Combs is one of the greatest marketing geniuses on earth. He has remained relevant and dominant to hip-hop music, culture, fashion, business and entertainment over the past 20 years. Last year, Sean was also recognized as one of the Forbes 100 Greatest Living Minds. He is also often considered one of the top 3 of 5 wealthiest hip-hop artists on the Forbes list. Amidst all these, you may wonder, how does he keep all eyes on him? In this article, we will discover 5 tips from Diddy that can help us improve our marketing game and slay! 1. Say Your Name If there is one thing Diddy always does, is use every advantage to promote his products or name. Whether its an interview on Ellen or a cameo on The Breakfast Club, Diddy always has his products such as a bottle of Ciroc. You should take advantage of every airtime you get to promote your brand and products. Through being strategic, you should find a way to guide the conversation in a way that allows you to talk about your products. This will help increase your revenue and the reach of your brand. 2. Make The Circle Bigger The fact is you can only be in one place at a time, but you need to get the word out about you, your brand or business. You need people spreading a positive word about you to others. Diddy figured this out in his early days as a music producer when he started Bad Boy Records, which celebrated its 20-year reunion tour last year. Diddy has been instrumental in the careers of musicians like Notorious BIG, Mase, and more recently French Montana. Whenever a record of their plays, it will at some point announce “Bad Boy.” Through shaping and promoting the careers of the musicians he worked with, Diddy also extended his marketing reach. When you help other people achieve their goals, you also, in turn, grow your circle of influence and people who will do anything for you. 3. Stay On the Beat Is Diddy an expert of the FMCG, Film and Music industries? Probably not, but he knows enough of the field to spot a real opportunity. You don’t want to seem like you are all over the place, but rather that you ‘happened’ to be in a certain place or sector because you keep your finger on the pulse. Whatever you are working on, you need to know all the new developments and contribute to the conversations in a meaningful way that elevates the topic. Diddy lost his father to gun violence at a young age. Though he became successful, he didn’t forget to empower his people. His response to Black Lives Matter through building a world-class school in Harlem, the neighborhood he grew up in. 5. Have Fun Diddy always looks like he is having a great time, from salsa dancing in his underwear to the energy he brings when he is hosting shows. People are attracted to someone who is upbeat, so plaster a smile on your face and get hyped about whatever you do! We are always exchanging energy so make sure you put out positive vibes only! DO YOU HAVE ANY BUSINESS LESSONS TO SHARE? Let us know here.
Vaida Odongo: You can start a business anytime with the right mindset
Contrary to what many people and businesses might think, investing in your brand online is not just about spending money on the brand. Instead, it’s about building an entity that will resonate with your customers and keep them coming back again and again—even when there’s no deal or promotion to entice them. Who is Vaida? Vaida Odongo is a young woman living in Nairobi who’s passionate about empowering women and leveraging on technology for sustainable development. She studied Gender and development studies while in university but came to love marketing after a short stint working as a trainer in the Google Digify Bytes Program that was being implemented by Livity Africa, a youth-focused nonprofit based in Johannesburg, South Africa. Vaida loves seeing businesses grow and coming up with strategies to solve various business challenges. “You might be having a challenge with selling a product online, what I do is that I sit down and look at all the possible solutions that might help solve the problem then we choose one that works. I love the adrenaline rush that comes with brainstorming”. “I have always been interested in empowering women. When I was younger, my dream was to work in an NGO that would enable me directly work with women. I hadn’t figured out yet what exactly I wanted to do when I actually landed the job, but I knew things would become clearer with time. [bctt tweet=”When you empower a woman, you empower the society – @vaida_odongo” username=”SheLeadsAfrica”] Fast forward almost ten years later, I have found myself working with women though not in an NGO. I now help women brand and market their products and services online. I am very passionate about helping women grow and sustain their businesses because I believe that when you empower a woman, you empower the society.” Why Digital Marketing? “The world is increasingly going digital. With more than half the population using online platforms such as social media, companies are now forced to look at how they can leverage these platforms. The social space is set to grow and there’s a need for training so that the teams which are set on marketing online have the capacity to do so”. What does your work involve? My work involves training women-led business and enterprises on branding online. This means creating a brand story that their online audience will be attracted to. I have been working on this for the last two years and I’m loving it every day. My pieces of training are conducted over a one to two-day period and tailor-made to fit a customer’s needs. [bctt tweet=” I love the adrenaline rush that comes with brainstorming – @vaida_odongo” username=”SheLeadsAfrica”] Whether you are in beauty, fashion, construction or advocacy, I have the right curriculum to help you amplify your online voice. I also help companies come up with strategies that will help amplify their voices online. I also offer mentorship sessions to my clients. Maybe along the road the strategy we picked might not work, I’ll come in again and we’ll come up with another one. I also offer refresher training to me customers for free. My aim is getting their businesses to grow so we do whatever it takes to make sure this happens. To empower more businesses to grow, I also offer pro bono services to customers who are just venturing into business and need some advice. I do this because at the beginning some people just need to know different ways they can market their products and services. When building your online brand, you need to: Make sure you understand your audience, their needs, and why they interact with you. Create an online persona that is fun and captivating at the same time. Be consistent. Make sure you post when you are supposed to. Take time to appreciate your customers e.g. through give away. Remember to have fun. Captivating your audience is trial and error. Have fun while at it. How do you manage your business? Being your own boss is a challenge because most of the time, you never know when to stop and take a break. I have learned to schedule myself so that I have enough time to catch my breath and relax. Also, I enjoy reading and watching animated movies and cartoons. I also love cooking and discovering how I can use different spices and herbs from all over the world in my food. What is your advice for young women who are looking to venture into Digital Marketing? My advice to young women out there is that you can start a business anytime and with the right mindset, you can take it to the next. Becoming a digital marketing expert requires you to do a lot of research to know what’s happening in the online space. Remember that deciding to be your own boss doesn’t mean lots of free time on your hands. You have to be willing work overtime because most of the time you will have to do everything on your own without a cheering squad. If you’d like to share a story with us at She Leads Africa, share your story us here.
Joy Kendi: Your 20’s are not for chilling. Work hard now, so you can relax later
Joy Kendi is a lifestyle blogger, vlogger and content creator who covers everything from fashion, beauty, and travel. She has built her creative career from the ground up, constantly teaching herself along the way to allow for continuous growth in her profession. Joy is a SLAYboss and runs things on her own terms earning her global recognition and her story below tells us that this journey is only the beginning of far greater things to come. When did you first get into blogging? I’ve always been interested in fashion, ever since I was a young girl. I wanted to get into design after high school but most of the schools I applied to didn’t offer scholarships and I don’t come from a wealthy family so I had to scrap that idea. I took up styling right after college for about six months and I hated it. So I quit that and the blogging bug hit me. Back then, when blogging was still quite relevant and at the time it was just a hobby, I had been following a few blogs. Never thought I could make money off of it, until about a year later when Nancie Mwai (popular blogger in Kenya) got the opportunity to go to Germany because of her blog and my entire mindset on it changed. Then I decided to focus on it more and figure out how to make it more of a business. I knew nothing at the time but I just hit the ground running, going to different offices, telling them about me and what I can offer them. That’s really how I learned most of the stuff I know now, through trying and getting rejected. Weirdly enough, everything didn’t change until I shaved my head and I’m not sure why but going bald was the first step in getting people to see me as a different person and not just a regular blogger. [bctt tweet=”Your 20s are not for chilling, work yourself to the core now – @justjoykendi” username=”SheLeadsAfrica”] I realized that fashion is very limiting, especially in Kenya, so I started to expand more into beauty. Then tried travel and food and all that turned into a lifestyle direction for me. Less than two years ago, lifestyle blogging opened a lot of doors for me because it meant I could do anything – be it advertising phones, makeup, hotels, restaurants, airlines, even countries! What three things do you consider while creating content and/or partnering up with a brand? My biggest thing to consider when I’m partnering up with a brand is to answer the question – do I or will I actually use the said product? If I do use it, does it go with my brand? And third, will this propel me in a positive or a negative direction? When it comes to content creation, I think about: 1. How much work is it and how much time will it take on my end because that’s how I figure out my rate. 2. What have other content creators within the continent done in regards to the product that I need to create content for? 3. Is there a possibility of collaboration with others? If I know a friend or fellow blogger who can do it too, I will always try to bring them in and we both benefit from the job. Was this your career of choice? What would you be if you hadn’t gone the blogging route? If I wasn’t doing this I’d probably still be working in TV/film production. When I was still in school, I was interning at a local TV network, KTN and I was also working in a production company, behind the scenes doing things like writing scripts. I got burnt out for a while though, which is why I eventually quit at the beginning of this year and solely focused on content creation. [bctt tweet=”I went to the University of YouTube and watched how other people do photoshoots and edits” username=”SheLeadsAfrica”] You take 90% of your images, manages your blog and brand on your own. Is there a particular reason why you chose to be a one-woman team? Well when I first started out, my boyfriend would take my pictures. Due to our different schedules though, I realized I needed to learn how to do this on my own. When starting out you don’t usually have a flowing income to be able to pay photographers so they would usually do it as a favor to build their portfolio as you build yours. If they get a paying gig, they will pick that over you thus leaving you stranded once again, so getting a photographer wasn’t an option for me. I went to the University of YouTube and watched how other people would do things like editing, photo shoots, what cameras to use, what kind of specs to look for and with that information, I slowly started to invest in myself. [bctt tweet=”I write all my proposals, attend meetings, create content, and do my own accounts” username=”SheLeadsAfrica”] I saved any money I got to buy my own equipment i.e. camera and lighting equipment, a laptop, computer programmes etc. It is important that I have a say in what I do, and have control over what goes on with my work such as the editing process. Before now, I used to have a manager who was actually very nice but sometimes we’d bump heads over things like working with certain companies so these among other reasons is why I decided it’s better to learn and do everything myself. It’s a very stressful job I can’t lie – I write all my own proposals, attend all the meetings, create the content, send to the client, wait for approval, do my own accounts… It’s so much work but it’s how I prefer to work and also means I don’t have to pay anyone else. What challenges have you faced as a blogger so far? Getting
Mona Faces: Taking over makeup artistry in Uganda one face at a time
“The future is female and African”- is a phrase I’ve heard many times but it was only after my conversation with Mona that I had the feeling of having met a true embodiment of this phrase. Mona is the young entrepreneur behind the brand “Mona faces” which has taken the Ugandan makeup artist scene by storm and is certain to leave an everlasting mark on the entire African continent. I had the opportunity to conversate with Mona about her business, her life, and her future. Who is Mona? Umutoni Monalisa, also known simply as Mona, is a self-taught makeup artist, a self-proclaimed perfectionist and a connoisseur of beauty. Mona is a 25-year-old entrepreneur whose passion has led her to the path to mastery of makeup artistry and who is set to take Uganda and indeed Africa by storm, one master class at a time. Mona holds a degree in Office and information management which she obtained from Makerere Business School. [bctt tweet=”I taught myself how to do makeup through YouTube – @monafaces” username=”SheLeadsAfrica”] How did your entrepreneurial journey begin? Shortly after Senior 6, unfortunately, my father passed on leaving me with the formidable responsibility of taking care of myself and my siblings in whatever I could. I remember thinking to myself that it was now my responsibility to take care of my family. In my senior six vacations, I started working for Bold in Africa- an upscale fashion boutique in Kampala- have I had the opportunity to meet and be mentored by the founders of the brand, Nunu Mugyenyi, and Angel Kalisa, who taught me how to run and manage a business. Having learned the fundamentals of business from these two ladies, I partnered with some friends in my first year at university and opened a retail outlet- buying clothes from downtown and reselling them to clients in the urban areas. With all this taking place, I still nursed a deep passion for beauty and makeup. I started reading lots of magazines, watching tons of YouTube videos, following makeup artists on Instagram and learning from them with the dream that I would be able to someday turn this passion into profits. With the help of a friend who worked at blush media, I organized my first ever photoshoot showcasing my talent, to my surprise and delight, my work went viral within a short amount of time and as they say, ‘the rest is history.’ I officially started Mona faces in October 2014, which is when the pictures from my first professional shoot went viral. Women have often been told to choose between work and family, what are your thoughts on this? Can a woman have it all? Women can have it all- but not all at the same time. I think a woman can have a wonderful career as well as a great family, what matters is the timing. A woman might decide to first focus on her career or her business until it grows to the point where she can step back from it a little and give her attention to her family and vice versa. But then again, I’m single so I wouldn’t know. All I’ve known for a long time has been work, work, and more work, but I do believe that it’s all about timing. [bctt tweet=”Women can have it all- but not all at the same time – @monafaces” username=”SheLeadsAfrica”] If you could have any superpower in the world, what would it be and why? Invisibility. I’d like to be invisible because I love working behind the scenes. What would you say African entrepreneurs should keep in mind to grow their brands? African entrepreneurs must stay hungry, that’s the most important thing they should keep in mind. I think a lot of female entrepreneurs get comfortable very easily- if she can pay her rent, and look good in the process, maybe buy a car- then she is satisfied. I think the goal is to achieve as much as possible and never let yourself get comfortable. At the time that I started Mona faces, there were no recognizable makeup studios in Kampala, I had to learn and build my brand and in the process sort of paved the way for other makeup artists to be able to join the industry as well. If you could have anyone in the world as your mentor, who would it be and why? I have been blessed with so many people in my life that I count as mentors already, right from my very first bosses, Nunu Mugyenyi and Angel Kalisa, who still mentor me to this day, all the way to friends and family. Ann Kansiime also plays a huge mentoring role in my life, I admire her success and ambition. Internationally, though, I’d say powerful women like Oprah Winfrey are a great inspiration. Honestly, If I could have every successful businesswoman mentor me, I would. I admire powerful business women across the world. [bctt tweet=” You can never fail, you can never fall, you simply learn – @monafaces” username=”SheLeadsAfrica”] What is your greatest business lesson? Like a lot of people, change terrifies me and it wasn’t until I realized- you can never fail, you can never fall, you simply learn- that I finally started getting comfortable with change. My greatest business lesson so far has been the fact that you never know whether what you are doing is going to succeed or not, but you should keep in mind that at the end of the day, you cannot fail and you cannot fall, you can only learn. Tell us about your toughest day in business, what challenges did you face and how did you solve it? First, there have been so many tough days, I almost fail to pick one. My business is extremely people-centric, which basically means, people’s opinions matter a lot. On my toughest day, I’d done the makeup on a bride and she was very happy with my work. However, during her function, someone took a few unflattering
Jacqueline Nwobu: I Am Proud Of The Changes We Have Sparked In The Wedding Industry
Jacqueline Nwobu is the CEO and Editor-in-Chief of Munaluchi Bride Magazine, the leading and nationally distributed wedding magazine and online wedding marketplace; which caters to multicultural couples and serves the $200 billion wedding and events industry. Since the launch of Munaluchi in 2010, Jacqueline has grown the brand into an industry leader with a robust multi-cultural marketplace and social media influence of over 600,000 followers worldwide. With a strong and focused vision to champion diversity, Jacqueline has successfully disrupted the industry to influence positive change and inclusiveness. Her TEDx talk on “Reshaping an Industry, One Like at a Time” has received rave reviews. Jacqueline obtained her B.S. degree in Medical Technology and has worked for major pharmaceutical and diagnostic companies, including Johnson and Johnson. The rapid success of her magazine has landed her interviews on NBC, ABC and WPIX NY. Jacqueline resides in New Jersey with her husband and three children. [bctt tweet=”Every action deemed as a “failure” by many, was instead an educational component for us” username=”SheLeadsAfrica”] Why choose to start a bridal magazine publication? I initially started out as a photographer shooting alongside my husband. In the first year that we began shooting weddings, we noticed a void in the wedding industry. Weddings, like the ones I was attending and shooting, were not being featured in mainstream magazines or blogs. From that point, it became my mission to launch the first nationally distributed wedding magazine, catering to women of color, and that was how Munaluchi Bride Magazine was born. I did a TEDxtalk in 2013 describing in more detail how we got started. Did you acquire any training to help run your business? My background is in Science, specifically Medical Technology. I worked as a QA Scientist at Johnson and Johnson, and then a Technical Specialist for a major Diagnostics Company, so publishing a magazine was not something I studied or had any training in. In fact, it took me 6 months to tell my proud Naija parents that I had quit my very well paying job, to launch a bridal magazine while we were in the middle of a recession in the United States. When my husband and I decided to launch the magazine, I taught myself InDesign and Photoshop via the awesome website Lynda.com. I used my newly acquired InDesign and Photoshop skills to layout the magazine and build our first website. Everything I learned in business was truly through trial and error – and a heavy dose of faith! Truthfully, Google was my BFF. There is nothing you can’t learn online. You just have to put in the work and be committed to it. Were there times you doubted your business decision? How did you snap out of it? Of course! Leaving a great career in the middle of a recession (with two children under the age of two, and pregnant with my 3rd) to launch a bridal magazine, when print was being considered “dead”, was not a seemingly logical decision. So there were times when I would wonder if my decision was the right one. Those thoughts, nevertheless, were very short lived because I had an extremely strong belief that what I was doing was necessary and important. I knew that it was going to be hard work, because nothing good comes easy. But I was faithful to God that this idea and blessing wasn’t given to Chike and I haphazardly. Moreover, it was given to us because He knew we could handle it. At the end of the day, there was no opportunity for failure, because every action deemed as a “failure” by many, was instead an educational component for us. It was an opportunity to learn from our mistakes and grow a stronger brand. Your co-founder is your husband; can you share three (3) points to note before starting a business with your spouse? 1. Ensure that the marriage is on a solid foundation The last thing you want to do is get started in business, without understanding the sacrifice that a solid marriage takes. If your marriage is suffering, a new business will not necessarily bring you together. On the other hand, a new business can cause strain in your marriage if you aren’t discussing openly the number one thing that causes the strain, money. Have the “money talk” regularly and openly with your spouse. 2. Understand your strengths If you want to succeed as a team, you’ll need to recognize what your strong points are, and those of your spouse. Make sure your roles are defined and you both have an understanding of who’s responsible for what. You both will be wearing many hats when starting out, so you’ll need to know what those hats are, to avoid conflicts along the way. I’m involved in the Editorial, Marketing, Content creation and visualization; while Chike focuses on Partnerships, Advertising and large-scale growth. It works out beautifully because we aren’t blocking each other’s lanes. 3. Have respect for your spouse and a little time for fun When you run a business with your spouse, you never stop working. It goes from the office, back to your home and the business becomes front and center. Remember to respect one another at work and try to keep your personal life at home. Take some time out bonding time. This is where you do something that doesn’t involve the business, or where work isn’t allowed. For Chike and I, we love to stay home and watch movies. It’s simple, but it works for us and gets us away from talking about work, even if it’s only for a few hours. [bctt tweet=”Have the “money talk” regularly and openly with your spouse.” username=”SheLeadsAfrica”] What has been your proudest moment so far? Wow. I can’t say there is a “proudest moment” because I am genuinely proud of what Chike and I have built. Every.single.day! I am proud of how far we have come. I am proud of the changes we have