PEARLDIVA…THE AMIABLE CEO OF AMY COUTURE AFRICANA

Radiant, amiable and graciously talented Nancy has her specialty in using African fabrics. Her vision as a designer is to make designs that unravels our rich African Heritage and showcase our creative spirit as Africans. Her designs include bags, shoes, hair accessories etc. She tells us how she made this move without regretting it.

Please tell us your full names and your background

I am Ehinomen Nancy Imafidon. I am from Edo State, Esan Central LGA. I am Lagos born and bred and schooled in Lagos.

Your education and career?

 I am a graduate of Business Studies from the University of Lagos. I have worked with several companies-Insurance, Construction and Media.

Tell us about Amy Couture Africana and how you came about it?

In all my years of working, I found no fulfilment …that’s what led to the birth of Amy Couture Africana. It came about in my search for fulfilment and meeting a particular need in our society. Amy Couture Africana, which is a subsidiary of CHESED ENTERPRISE, is the fashion designing aspect of the business. We are into designing, footwears of all kinds for both sexes and ages…both in African fabrics and leather-bag production, accessories, clothing, designing and production too. The fashion line for the females is known as ‘Amy’ and that of the males is known as ‘Sue J’. We are proudly African outfit.

Why did you concentrate on African fabrics?

We concentrated on the African fabrics because we want the world to know we are proud of our African heritage and to also put out there the creative spirit of Africans. And again, to maintain the African heritage even outside the continents of Africa. African fabrics are very lovely, durable and attractive. They have a way of boosting the confidence of a true African (winks with a smile)

What was your first work and how was it?

My first work was a pair of feminine slip-ons. It was pretty good for a beginner but not perfect. It has gotten a whole lot better with constant practice and consistency.

Apart from your fabrics where do you get your accessories from?

I get my accessories here in Lagos, Nigeria. We have special market places for people into our kind of work…there they have almost all we need.

How do you know what the market wants?

I just simply follow the latest fashion trends and create what is trending out of both African fabrics and leather.

The major reason people don’t patronize made in Nigeria or handmade products is the poor finishing. How have you been able to deal with that?

Talking about the poor finishing issue, they say, practice makes perfect and again I do not do mass production because that’s one major reason why the finishings are usually poor. I make based on orders and I take my time. Then again, there are special machines used in major production outfits for their finishings, but pending when we are able to get those machines which are quite expensive, we thoroughly utilise the ones we have to the best of our ability and with a lot of patience. So far, I can say we have been doing well with the finishings…and remember they are all hand made products.

What kind of machines do you use?

We use industrial machines for all our sewing…and manual tools for some aspects of production and automatic filing machines too. Most of them are foreign machines and we have some Nigerian made machines too that are very good and durable.

For those wondering how much you started with, what do you have to tell them?

Well…truthfully I started the business with =N=27,000 (Twenty Seven Thousand Naira). So for those thinking they have to wait for the big bucks to start a business, I would say that is not true…you can start very small and build gradually.

How and where do you source for your fabrics?

I source for fabrics both here in Nigeria and Ghana…mainly from the Daviva shops.

Are you convinced you are on the right track?

Oh yes, I am very convinced I am on the right track…I strongly believe I can touch a lot of lives through this business and transform them too…I have a project that would be coming up soon…so fingers cross (laughs).

When will you consider you are there?

At the time we become a fully industrious and multinational firm and have been able to transform lives and prove to the world that we are a very industrious nation, and then I will know I am or we are almost there (laughs). We can never be totally there because there is always something new to learn and adopt…and there is always room to make more impact.

What are the major challenges you face?

Major challenges are usually the great fluctuation in prices of materials and sometimes the availability…many times, we end up improvising but we never settle for inferior or less.

You resigned from your job to do this, any regrets so far?

Yes, I resigned from my job to do this and I have absolutely no regrets. I am not there yet but I am really enjoying what I do and I am growing steadily.

Does your husband ever complain you are not there for him?

My husband is very proud of what I do and has never complained about my not being there for him but rather he joins me most times to do the jobs (laughs) and gives me moral support.

How do you unwind?

I take a day off the week to catch up on me and spoil myself a bit…and most weekends, I hang out with hubby…just to be away from work.

Who’s your role model?

I do not have a particular role model. I just love everyone who has become a huge success in the fashion industry both locally and abroad…I use them as my yardstick. There are a lot of aspects to fashion and we have pros in these different fields, so I look up to all of them and learn from them.

Your message to women

My message to women is ‘’Never stay idle’’. We were all created for a purpose upon this earth. So find your purpose and begin to make an impact…whether you are a housewife or not…get busy because fulfilment is only in the impacts we make in life…let your motto be Proverbs 31 vs. 10-31.