Creative director, Uwe By Anuri, Joy Onovo is an Afrocentric wear brand that caters to the need of the fashion world and the confident woman. In this interview with the publisher of SOLIDNEWSNG.COM Online Magazine, AZUH LILIAN, the Ebonyi state-born graduate of Medical Radiography from the University of Nigeria Nsukka and also a digital marketer and mammographer talks about her passion for the fashion business and her personal style among other topical issues.
What makes a good business woman?
It is one thing to be a creative who has a skill, and another thing, to run a business effectively. To be a good business woman goes beyond making products. One must master the art of marketing products, making sales, managing staff and resources, having quality customer service, etc. It’s all encompassing. Without all these components in place, your wonderful products will just be sitting in a shelf and of course, they won’t sell themselves.
When did designing begin for you?
I started designing at age 10, but began professionally in 2013 when I was in my third year in school. Since then, it’s been a ride mixed with so many emotions. From 2013 to 2019, I will say, I was ‘jonsing’ because, the real business started officially in 2019. Moreso, recently, I started going for crash courses and upgrades here and there.
Did you have any formal training?
Initially, I didn’t have any; I developed the skills myself.
How long did it take you to master the act of fashion, designing?
As earlier said, I started very young, making little skirts and gowns for myself. Some of them were made with hand needle. I am a very handy person, especially when it comes to drawing, drafting and sewing. I can’t really put time duration on it. I just learnt it while growing up and I’m still learning.
What is your State of Origin?
I am from Afikpo North in Ebonyi State.
What is the name of your fashion brand?
Ure by Anuri
What fabrics do you love to work with?
I love silk fabric due to how lush and elegant they are, but, they are not my favorite fabric to work with. I tend to gravitate towards ankara fabric which is cotton and easy to work with. I love it because of its vibrant colors and prints.
What inspired your designs?
Songs! I just listen to a song and imagine someone in a dress, dancing to its rhythm. I then proceed to birth my imaginations inspired by music.
How affordable are your charges?
Affordability is relative. What is affordable to one person can be bank breaking for another. I would rather say I give good value for your money.
What are those things you look out for when designing for a client?
The anatomy of the client’s body is important. This would help determine what fits perfectly on the client’s body. Another is comfort. Some clients do not want to experience any form of discomfort, so, when creating designs for such clients, I avoid using too many design elements that can cause the slightest inconvenience.
Who is your best dressed Nigerian woman and why?
The person is Inidima Okojie. She is an icon when it comes to her style. She wears what fits her body and I love how each dress she wears suits her. She is also an outstanding actress.
What distinguishes your brand from the other designers out there?
The precision in cuts and details- the vibrant print and colors beads, pearls and Swarovski elements.
What colours are in vogue now?
Black, rose gold, cobalt blue, burnt orange and metallic colours.
What makes a good fashion designer?
Patience, teachable, ability to take feedbacks and act on them because being creative, makes you prone to criticism. Also, accepting mistakes and acting accordingly is something every good creative should do. Learning to delegate tasks is also an important feature.
What do you like most about being a fashion designer?
I think finishing a product. It is an amazing feeling when you conceive an idea and work on it from start to finish. The feeling is indeed fulfilling.
How lucrative is the fashion business?
It is very lucrative if one can also learn the business side of things.
What is the best way to overcome challenges in business?
The best way is to create a structure. Delegate and run the business like a business and not a hobby without sentiments or emotions.
What is your favorite food?
Ekpankukwor. It’s a Calabar dish made from water yam and cocoyam.
How about drinks?
Vita Malt
How do you relax?
I relax by sleeping. I’m an indoor person so sleeping and just being alone is relaxing.
Describe your personal Style?
A- Minimalist. I don’t feel comfortable when I try to do too much. A simple but highly detailed outfit does it for me.
What is the greatest thing God has done for you?
Blessing me with the two most adorable cuties anyone can think of and, giving me the wisdom to be a mother.
What is the greatest lesson life has taught you?
I’ve learnt to love myself first before loving another. Words mean nothing as people’s words do not often match their actions. I have also learnt to never doubt my abilities.
Which is your favorite; corporate or native attires and why?
For corporate, I love pleated skirt on a beautiful top. For native, I think a beautiful antique ankara print does it for me. Sew them into a wrap gown or something and I’m good. I feel feminine and pretty in them.
When the last time you wore a suit and what was the occasion?
I think in 2016 or thereabout.
What is the most common thing in your wardrobe?
Ankara gowns
What is your best fashion accessory?
Earrings
Where is the most favorite place you have travelled to recently?
I haven’t travelled recently
Describe yourself?
I’m quite reserved; I love my space a lot because it helps me think, and very creative. I can imagine and over think things, so my brain tends to heat up a lot that’s why I love sleeping to cool off. I’m also teachable. I am not so detail oriented but can spot details. I am passionate about growth.
What does fashion mean to you?
It means communication. You just look at someone and the way they dress and you can tell if that person is confident or not, reserved, outgoing or jovial.
Who are your fashion icons?
Veeky James. Lisa Folawiyo, I love Nigerian designers generally.
What does style means to you?
Freedom
What is a must have in a woman’s wardrobe?
A black dress
What is your definition of a stylish woman?
One who is confident, who is not moved by trends in the society. She loves wearing what she loves and not what society wants her to wear. She puts herself first.
What is your marital status?
I am married with two kids
What is the most important thing to you right now?
My sanity. The world is filled with so much negativity, I try to find a temporary escape route and just have my peace.
What styles are in vogue?
Chantilly lace, exaggerated sleeves, corsets are still around and will be for a long time.
Describe your wardrobe?
Free, easy to wear, button down clothes, because currently I’m breastfeeding so most of my outfits are non-functional.
What is your colour and why?
Green; it reminds me of life, nature and God’s love for mankind.
How do you rate the Nigerian fashion industry?
It is growing very fast. I look at what most Nigerian designers create and I’m in awe. It’s just so inspiring. With very little resources and access to funding, we will be able to do so much and that is applaudable.
In your line of business, what is the best way to deal with a difficult customer?
Educate them to the best of your ability, give your best and if they are still proving difficult, then sadly, you let them go. Personally, I’ve had to stop designing for some customers because I expend too much energy trying to pacify and please them than what they paid for. I just tell them I am done doing business with them respectfully.
What are some of the challenges you encountered when you started?
I was working like a horse and eating like an ant. I couldn’t manage or say no to jobs so, I was constantly burned out. There was not a time that I lacked customers because I just grew into the job. It was like customers were waiting for me to start monetizing my business. My only problem was managing and meeting deadlines.
Are there colours women must not wear?
No
What is the most expensive thing in your wardrobe?
Full beaded ankara gown
Are you a lipstick or gloss woman?
Lipstick
What are the three things people do not know about you?
I love sleeping, I home-school my kids and I don’t enjoy cooking.
How long have you been in the fashion industry?
Officially eight years.
What are the essential things a woman of style must have?
Confidence, high self-esteem and carriage
How many awards do you have to your credit?
None yet. Most times, people say I will have to pay for the award, what is the essence of winning an award if it is not on merit but paid for. In fact, on one occasion, it wasn’t called payment, it was tagged a show of appreciation, I turned it down.
What is a must have in an elegant woman’s bag?
Wipes
What is your dream for your fashion house?
My dream for my fashion house is prosperity. To be able to pass it on to anyone who would be interested in running a fashion business. It might not be my kid, that’s why I said anyone. The future will tell.
What is your advice for the upcoming designer who sees you as a role model?
Being a creative person is not enough; learn how to effectively run a profitable business. You are in to make profit, charge accordingly. Have an overdose of patience.
What is your philosophy of life?
Just keep moving. No matter the speed, make sure you are not stagnant.
The name Uwe by Anuri, how did you come about it?
Uwe means cloth in my dialect. Anuri is just a translation of my name ‘Joy.’ Literally, it means Cloth by Joy.
