How Esther Iyire Redefines Women’s Fashion with innovation and Authenticity

By Omolabake Fagbeson

Women have long played a significant role in the fashion industry, influencing trends and redefining styles. The women’s apparel market is a thriving sector within the global fashion industry, encompassing a diverse range of clothing and accessories designed to cater to the style preferences, lifestyles, and needs of women of all ages and demographics.

From casual wear to formal attire and haute couture, women’s apparel reflects evolving fashion trends, cultural influences, and consumer preferences, making it a reflection of personal expression and identity.

Esther Iyire, founder of Hazel Grace Styles, has made significant strides in the women’s apparel and fashion industry, impacting countless fashionistas with her unique designs and dedication to quality.

“My journey in this industry was inspired by my constant desire for innovation in fashion,” Esther Iyire said in an interview. “Growing up, I was always the one playing dress up, revamping basic clothes, and fixing wardrobe malfunctions. These early experiences shaped my passion for fashion and led me to establish Hazel Grace Styles.”

Hazel Grace Styles, known for its distinct styling methods and pattern drafting, caters to the needs of every fashionable woman. The brand provides outfits for various occasions, including bridal wear, wedding guest styles, corporate functions, and costumes. Additionally, it offers fabrics for other designers, ensuring a comprehensive approach to fashion.

According to the IMARC Group, the global women’s apparel market size reached $1 trillion in 2023 and is expected to grow to $1.36 trillion by 2032. Iyire aims to contribute to this growth by maintaining a person-centred approach.

“We study the market and stay original in what we do,” she said. “We test products in limited quantities to determine what’s most loved and in demand. This strategy has been incredibly helpful.”

Expanding the brand has not been without challenges. “The paperwork is extensive, and market preferences vary significantly. What people like in Nigeria differs from preferences abroad,” Esther Iyire added. “For instance, in the UK, many prefer to dress down, making it challenging to sell our styles there. However, we’ve adapted by incorporating more traditional fabrics, which has resonated with our international customers.”

Speaking on how the brand stays ahead of the competition, the CEO said authenticity remains a core value. “We stay ahead by maintaining authenticity and not merely following trends. We do our thing, and it ends up being trendy and appealing to a global audience.”

Looking ahead, Esther Iyire envisions expansion into a global conglomerate. “I want it to be a lifestyle brand encompassing fashion, travel, stationery, beauty, male clothing, baby items, perfumes, candles, room sprays, wallets, scarves, and belts,” she shares. “The aim is to impact our customers and staff in terms of confidence and self-expression.”

“Knowing you are wearing something unique boosts your self expression,” Esther Iyire said. “Our consistency in a personalised experience ensures authenticity, thereby unveiling individuality. I believe in exploring new ideas and evolving with changing times. Fashion is now an art form, involving painting, weaving, welding, and even clay sculptures.”