‘With Expansion, Irawo Will Unleash Creativity, Offer Value to Customers’ 

The Irawo Studio which was incorporated in 2021, as an Afro-Fusion women wear brand founded by a family of women for women, recently opened a new chapter in its history with its expansion to Osborne, Ikoyi, Lagos. In this interview, the  Creative Director of Irawo Studio, Abby Ikomi and the Chief Operating Officer, Dola Ikomi, spoke about the journey so far for the organisation that has consistently delivered beautiful African pieces all around the world as well as on other issues in the fashion industry. Oluchi Chibuzor brings the excerpts:

Abby Ikomi: How did Irawo start and what is the idea behind Irawo?

From time immemorial I have always been a very fashionable person. I love fashion and I try to take it to different heights. Ultimately, it was a natural thing for me to fall into having my own fashion brand. As for how it started, when my daughters were graduating, two of them graduated same year in the United States and they said they wanted some African wears. They said they didn’t want to buy anything international, but something from home like ankara. I went around searching everywhere and before I could find someone to buy from, it was almost a nightmare. This was also like 10 years ago. So, a friend of mine took me to a lady at Opebi, Ikeja, and the lady literally shaved my hair with prices. When I took the dresses to the United States, I realised that despite giving her the styles that I wanted, she didn’t get it right and it wasn’t their sizes. So, I went to look for a Chinese woman, sat with her and we altered the design and styles. That was what gave birth to Irawo. I decided that when I go back home, I would start this business because I have all it takes. I come from a family of fashionable women. My late mum was very fashionable and my grandmother was a tailor. This is what my family has always done. So, it was so natural for me. I sat down and started coordinating. Luckily we have a shopping mall at Victoria Island, so I didn’t have to look for space. I created a space, gave myself about two months and looked around for tailors who could help me work on it and then I started. Prior to that, I was into interiors. Now, we are approaching our sixth year as an organisation.

This new store you just opened at Osborne is more like an expansion, how do you feel today?

You know how it is when you have a vision, where you want to be, how you see yourself, the comfort, ambiance and the things you want to see. I have always had the vision that at some point I was going to have my own space, strictly for the Irawo brand and our high-end clienteles. That was why we set up this place.

What are the unique selling points for the Irawo brand?

You see the word ‘unique,’ that is what we are. We are unique, we are different and we don’t copy anyone. Naturally I am also very creative, so I don’t need to borrow from anyone or anybody’s design. I am not saying I am the smartest person, for me, creativity comes naturally and everything I do is all about creativity, even this entire building, I redesigned it. Every little corner you see, I worked on it with the contractors. When it comes to attention to details, I am always on it. 

How affordable are your wears?

You know the word affordability is relative. I can say it is affordable and the next person says it is not and another person says the prices are too low. At Irawo, you will get value for your money. The price you pay when you wear an Irawo piece is always worth it. I always tell my customers that when you wear an Irawo and step into an occasion or event, if people don’t stop you as you are walking to ask you who made the wear, then I will refund your money. That is our selling point. We would make you any outfit, be it bespoke, customised or ready-to-wear, people would always ask you what are you wearing. But right now, I thank God that it has moved from what are you wearing to ‘you are wearing Irawo.’ Can you see the difference? It is a transition from ‘what are you wearing?’ to ‘you are wearing Irawo.’

So, what is your take on Nigeria’s fashion industry?

I am proud of the industry, I am proudly Nigerian, I am proud to be part of it in every way and I actually know that we are scratching the surface. In few more years or decades, we would be rubbing shoulders with the bigger fashion brands that we know. We are actually creating a dynasty and making history. Fashion in Nigeria is going to be historical because as Nigerians naturally we are very colorful, we are very fashionable and we believe in making statements. When you add that to creativity and the fact that we are smart, what do you have? You have geniuses and that is what we have on Nigeria.

How are you managing competition considering the talents in the industry which you just alluded to?

I don’t allow myself to dwell so much on competition and that may be because I am too much in my own world. I respect people that have been in the business before me, I learn from them in ways that I can, but I don’t see them as competitors. I see them as masters in the game that I can learn from.

Irawo was involved in clothing housemates in the last BBN, can you share your experience?

It was very tedious because I was given a brief to dress the entire housemates and I was to deliver in just four days. I had to dress both the men and women. It was what they wore for the first Saturday night party at this year’s Big Brother. So, we didn’t sleep. It was a nice experience and the mileage was good.

Dola Ikomi

What has been the experience as the Chief Operating Officer?

It has really been an amazing experience. As my mum already explained, it all started when we wanted to wear African brands and the person basically messed up and when I saw the amazing job my mum did with the attire, I advised her to go into fashion. I had just graduated as well and it was like a perfect timing. I graduated in 2017, and I was thinking of while doing my corporate job, I could also be an entrepreneur. So, I felt I could establish something with my mum and grow a family business and it has been a great experience since we started. 

Where do you see Irawo in the next five years?

I really see us expanding and becoming a major player in the industry. I think this new building is the manifestation of so many prayers and so many talking points of where the business is headed. The vision has always been for Irawo to be number one taste for weddings, birthdays and whatever worth celebrating. Irawo means stars and we want all our customers to fee they are stars and to radiate with joy and happiness. 

What is your take about Nigeria’s fashion industry?

Nigeria’s fashion industry is growing and is impressive. It is also very competitive. There are people that have been here for 10 to 20 years and there are so many brands that start and they are gone the next year. This is our sixth year and we are here to stay. I think we have been learning from our competitors and we have been involved in fashion shows all over the world, just trying to push the business. What you are seeing today is sweat and hard work for six years and it will continue. 

What form of support or incentives will you like to see for the sector, especially from governments at all levels?

I think there can be more support, especially for small businesses. I see a lot of banks talk about support for brands and all of that, but I think there is need for more. The fashion industry is worth more than a $1 billion or even more and needs all the support. They can build fashion houses so that more people who want to be employed can be engaged. I will also see more support in terms of education in the sector.

With this expansion, what should customers expect from Irawo?

We used to be at Victoria Island, which is the centre of business in Lagos. But now that we are at Osborne, the reason for that is for our customers to have more premium experience. We want a situation whereby when our customers come to our new office, they would feel like they are at Paris and away from Lagos stress. We have developed a nice, luxury fashion house that would make our customers comfortable. My mum spoke about this vision early in the year and I am excited we are here. I left my job at New York in 2019, so as to help rebrand the business and also to understand every aspect of the business.