Meet Elizabeth the founder of Yemzi London, the burning desire for self expression led to the creation of her brand.
THE ‘WHY’ FOR STARTING HER BRAND.
Yemzi is an expression of my British-Nigerian identity, I was fostered by an English family since I was 2 months old and this drove my desire for self expression and identity. The story behind fashion prints play such a key role in every collection which are designed by me, taking inspiration from West Africa and digitally print them onto premium materials such as silk, chiffon and satin. I believe that reinterpreting traditions can make fashion fun and accessible to a younger audience.
THE IMPORTANCE OF SOCIAL MEDIA
Social media allows me to tell the brand story visually and reach a massive demographic. Through these platforms which include Facebook and Twitter, customers can contact us with queries and feedback. Of cause it is also a great way to seek out brand collaborations with individuals and likeminded companies. At fashion/networking events I often get told by people that they have seen Yemzi on instagram.
WHAT ADVICE SHE WOULD GIVE TO OTHERS.
Research the business idea in depth (industry, value, positioning, competitors, route to market etc). Also understand what your strong and weak points are so that you can work to the best of your ability and seek others for the rest. Those others start with friends, family and people in your network. You don’t always need money to start a business so do not let lack of funds deter you, be creative and. ready to exchange values in a non-monetary way.
As a wise Nigerian man I know named Rowland often says to me, “remain focused.” It’s simple but I’ve realised that I have been acquiring this skill recently. I am a very determined young woman and when I focus on a task I smash it. That’s why I and everyone that I met has faith in Yemzi becoming a successful and globally recognized fashion brand.
All images taken from Yemzi website, photography credit Lepa Georgievska and Cara-May.