October 14, 2012 by Kemi Lawal
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credits:
credits:
She
is the brain behind the fashion label, Toju Foyeh. A young entrepreneur,
Toluwaloju Olowofoyeku tells why she dumped law for fashion
Q:
How did you get into fashion?
A: Growing up, I was surrounded by designers. My parents
owned a fashion house at some point and my grandmother was a fashion designer
as well. So, I was inspired by them and I decided to develop it and go into it
later on.
Q:
At what point did you decide to go professional?
A: Honestly, I wanted to study fashion for my first degree,
but I just thought it was important to have a background in something that
would eventually help my fashion business, which was why I decided to read law.
I had the choice of either studying for a degree in law or business, but I
chose the former because that goes more with my personality. I had my first
degree in law from the University of Reading and then I obtained my LLM from
the University of Manchester. After that, I went to a fashion school for a year
in Milan. I returned home to attend law school and after I was called to the
bar, I set up my fashion business.
Q:
Did your parents worry about your choice of profession?
A: My parents have always been supportive because it is
something they had always known I wanted to go into. They also see law as a
good degree to have in running my business. I do not necessarily have to
practise.
Q:
Why have you chosen to specialise in evening wear?
A: That is because we do not have many designers in Nigeria
that focus on that. When you want to start a business, you have to do an
extensive research on what is lacking in the market. If you decide to do what
everybody already does, then it might be difficult for you to break even or
make an impact in the market. Doing evening wear is where my strength lies as a
designer.
Q:
Has it been a profitable venture?
A: I think so; I never thought I would come this far in such
a short while. I started getting positive feedbacks quite early. I also won the
Future Awards designer of the year 2012. I did not expect to be shortlisted for
the award and for me to have won it was like a dream. I mean there were big
names in the category.
Q:
Is that why you were not around to pick up your award?
A: I never imagined I could win. I was in Mexico when the
award took place. When you are placed side by side with people who have been in
this business before you and have all the fame, then you do not even think
about beating them to the plaque.
Q:
At 24, how does it feel to be an entrepreneur?
A: I feel like an achiever. I am glad that all I have not
laboured in vain, and I am getting something positive out of it. It keeps me
going knowing that I am yet to reach my destination and I have to keep working.
Also, knowing that I have wages and bills to pay at the end of every month
keeps me driven and focused.
Q:
How do you relate with your staff especially those older than you?
A: I have about eight employees and I ensure we work in a
friendly environment. We are like a team and that is the best way to
work, especially if you are under pressure. Even if we have to work till the
early hours of the morning, you find us laughing and joking, which actually
takes out a lot of the stress. We all respect one other and even though I am
young, I am still assertive in a way.
Q:
What is your relationship with other designers?
A: I am friendly with a lot of designers and I do not see
them as competitors. Instead, I see them as people who are just trying to do their
own thing while I am doing mine also. We learn from each other. I have those of
them I call up for advice and vice versa. You cannot know it all and no man is
an island.
Q:
You seem preoccupied with the opening of your new store…
A: It is a step in the right direction and one of the dreams
of every designer is to have a place where people can walk in, view, and buy
your designs. Of course you do not make clothes for them to be seen only on
you.
Q:
What are those challenges you face?
A: Working in an industry that is already saturated is a big
challenge, but it drives me because I know I have to go the extra mile to prove
myself. Power supply in Nigeria is not friendly. I run up a huge bill powering
the generator and that itself breaks down from time to time due to prolonged
usage.
Q:
What do you do in your spare time?
A: I love to bake and cook. I also enjoy going on holidays,
and it all depends on how far I can go. I have been to London, New York,
Jamaica, Barbados etc
Q:
How do you like to dress?
A: Style for me is a reflection of your mood and personality.
I like to wear dresses because they are comfortable and you are ready to go.I
like them short, slightly above the knee.
Q:
Do you have a fashion fetish?
A: I am more of a bag person than shoes. They last longer and
it is something you can pass down from generation to generation. Shoes wear out
quickly and often get in bad shape. I trust Chanel for my bags.
Q:
You must have had a fun-filled childhood…
A: I am the first child and only girl. I have three brothers.
My parents are easy to get along with but they are also strict with us when
they have to. We did not lack, so it was interesting growing up.
Q:
Do you intend to practice law someday?
A: Maybe but it is something I would do part time as long as
I can still do my fashion thing.
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