Let’s meet you.
I'm Atinuke Smith, an
enterprising Nigerian based fashion designer and also the Chief Executive
Officer of Datina Designs Fashion House and Fashion School. I have been in the
fashion designing business for over 20 years. I am also a franchise owner with
Europa Groups, which has a chain of over 1100 retail fashion stores worldwide;
I run Europa fashion retail outlet store in the city of Ibadan and also Tibile
Fashion where we showcase my clothing line under two brand labels Datina
Designs and Tinu Smith. Aside my formal education, I studied Entrepreneurial Management at the
Educational Development Center, Pan Atlantic University, Lagos Business School.
I'm a You-Win 3 awardee of the Federal Government Empowerment Program for
SME's. Over the years we have equipped
and empowered over 300 people with various vocational skills since the
inception of the business. I have divergent skills in beads making, interior
decoration and I'm passionate about youth empowerment. I'm happily married to
Engr. Olubunmi Smith for over 21 years and blessed with two lovely children.
Why and how did you begin your
fashion business?
Growing up, my dream was to go
into broadcasting, writing and speaking. My mum used to be a designer who got
trained outside the country. But even at that, I didn't think I would venture
into the fashion design and cloth making business had my tertiary education in
Ilorin where I studied Communication and Religious Studies During my youth service year in Ibadan, I
leaved with someone who was a tailor. She was very good at what she did. As I
watched her, I suddenly began to take interest in fashion designing and
tailoring. Though my mum made lovely designs but at the time I wanted to do
something else. I took a special interest in her work the woman I stayed with
did while serving, I went in the line of
my interest and enrolled to train under her for a year while still serving. I
knew this was what I wanted to do and nothing else.
We started with female wears and
ran it for a very long time. When we officially launched our fashion line, we
included our male collection as a result of high demand and frequent request
from people. .
How were you able to weather the
storm as peculiar as Ibadan economy is?
Ibadan! I can say that I'm one of
the trail blazers in fashion designing in this city. It was slow when we
started. We started with one machine at first in a very small room. At that
time there were no shopping malls, e-commerce platforms, no run way shows no
networking and all that. Everyone was doing small business transaction here and
there. The internet was not even there. People didn't know you were doing
anything anywhere. One thing that however made it a bit easy for me was the
solid skills training I had acquired. I want to state at this point that
business management knowledge is key to thrive in business. But at the time I
didn't have any such skills which was a negative for me; no accounting
knowledge, money management skill etc. My sewing and designing skill was all
that I had. I had to learn on the go. For a greater part of the years, I was
going in circles. As the money was coming in, it was going out. I didn't know
how to do marketing, yet I was the marketer, customer care officer,
receptionist, accountant, and CEO. I was everything rolled up in one. As we
grew, I employed some staffs and admitted some students. Things however started
changing; Ibadan began to open up to business. Then we started putting money
back into the business. We grew to taking a flat, having our own show room and
other outlets. Presently, we have our work station and show rooms. The growth
has been gradual but it's been worth it.
Looking back over the years, can
you say you are fulfilled?
Fulfillment to me is about being
able to make impact in the lives of other people. This is the part I enjoy the
most, being able to empower the younger ones. The training gives me fulfillment
because I'm able to give what I have back to others and see them grow. Some are now bigger names and
brands than me. It's amazing to see what they can do with what you have given
them. That's my greatest joy. And being able to bring out something from my
mind and create them into real designs. I don't think I can do anything else.
How long can aspiring fashion
designers train with you?
Our training is 6 months for
female wears, 6 months for male. The cost is about 200, 000 Naira.
What inspires you and your
designs? I take my inspiration from God.
He is my source and compass; my direction.
I'm also inspired by nature, colors, textures, objects, patterns and
fabric.
What personal values do you hold
dear and how have you been able to transfer these values to your business as an
entrepreneur?
Don't try to be like anybody
else. Be you. Be original. Be who God has made you to be. Don't be apologetic
about who you are. Be bold to be who you were created to be. It is core for me.
I don't copy anyone and I don't want to pretend to be who I'm not. I am me. Be
bold to stand anywhere. Be truthful to God and to yourself and be accountable.
If God is ok with me, you will eventually be ok with me. In business I try to
be straight with my clients. I always maintain a good relationship with people
around me including problematic clients. I see my customers beyond who they
are. Some of them have become family to me. I attend their private functions
whenever they invite me and vise versa. I counsel a lot of my clients on life
issues; we share a lot. It's like a ministry to me.
In your over 20 years as an
entrepreneur, how do you deal with problematic customers?
I try to be truthful as I can,
please as many as I can. The fact is that a good entrepreneur and business
person does not tell even a problematic client not to patronize you again. When
confronted by an angry client, you calming them down. But for some, you might
eventually stop them from coming after doing all you can within your power to
please them to no avail. We try not to be confrontational. If any of our
clients go away in anger, we find a way to amend the situation and deliver
their orders to them at their doorstep. We meet them half way.
What's unique about your designs?
You cannot pin us down to a
particular style. We work with a fashion
standard that is distinctive and inimitable especially to my other
contemporaries in the same field. We are
known for our attention to details, precision, perfect and stylish cuts with
imaginative thinking and artistic trendy touch which has carved out a niche and
has kept our designs as it is required by the ever evolving world of fashion.
We believe fashion should be classy, eclectic and comfortable which are
prominent features of my clothes. We are flexible and deal with a variety of
collections. I don't like being bored or to remain constant. I like variety;
I'm versatile in nature. I like and use bright colors except I'm working on our
male collection. Even at that, we put a touch of brightness on it. Our
collection has a lot of personality expressions. We love to see you comfortable
when you wear our collection and not
because it's in vogue. We create your style. We go beyond what is on the catalog
to capture everyone's unique shape - teens, young adults, old people and the
upward mobile etc
What is your fashion ideology?
The fashion world is evolving,
becoming more dynamic and interesting. There is room for growth for everyone in
the industry. Recently, a show was done in Nigeria and out of 100 designers,
there were 83 clothing designers alone and then others, this shows the industry
is becoming wider and bigger. But with that we can still serve this nation. The
whole of Africa is waiting for us. Europe is waiting also. If you are good at
what you do, you will find your niche.
How have been able to carve out a
niche for yourself?
My foundation in designing and
sewing was solid. Not like some young people who are half baked and just keep
jumping around. Some are not even ready to learn the nitty-gritty of the
business. If your training is good and you treat yourself well, It will give
you an edge. Avoid photocopying everyone that comes your way. Be original and
unique. Express yourself in your collection. Carve a niche for your brand. My
clients say they can recognize my designs anywhere the go even without looking
at the label. This says a lot about our distinct features. Be your own brand -
let your brand be you.
In business, what is that thing
you believe is true that most people say it isn't?
Majority believes that money is
everything. I disagree; strategy is bigger than money. It's a fact that money
is somewhat the fuel of business. But above money is strategy. If you are given
a million naira, without good planning and strategy in place, that money will
go to waste. You will not be able to account for money spent. Strategy helps
you send your money on errand, without it, your money will send you on errands
not planned nor budgeted for.
What creative strategy do you use
to execute your ideas on minimal cash flow?
Collaboration is key. No one is
an island. I've discovered that you cannot do anything on your own. That's the
strategy that I use. I make sure I look for people I can work with. The overhead is cheaper.
Do you test your assumptions and
how?
I do a prototype, usually for
clothes. I produce one and put it on myself or on a mannequin. Then wait and
see how people reacts to it. With their reactions, I know if it will go to the
market. If it scales the test, we mass produce.
How do you minimize the unknown?
In business, there is no perfect
season. There will surely be the high, the lows. the gray areas. I try as much
as possible to minimize my loss by testing out people's reactions to our new
products. In cases where an outlet is not doing well, rather than close up
shop, our strategy is to possibly change the collection there, reduce the
price, experiment with possibly cheaper but quality fabrics but different
designs.
How do you conquer those moments
of doubt that so often stifle or stop many entrepreneurs with great ideas? What
pushes you through?
I just take a step forward. I'm
very bold and impulsive, a goal getter. I'm also very decisive. Once I make up
my mind to do something, I go for it and do it. Even if it doesn't work, I
count my losses and examine my mistakes. I'm not timid about any-thing. I think
very well before I do anything.
What customer relations style do
you adopt?
Relationship is key with my
customers. For me, conversing with them goes beyond whatever it is they have
come to do or taking their measurements. I don't remain official with my
clients. I reach out to them on a personal note also making sure that when they
think of me, the relationship aspects come to play in their hearts first. I try
to keep a balance though, by not being over familiar and not overly formal.
Have you ever turned down a
client?
May be.,,,possibly when they were rude to my staffs. If I treat
my staffs well, they will treat my customers well. I don't take sides with my
clients against my staff in public. If the client is abusive, I remain
diplomatic on both sides. If you treat your staffs badly they will mess up your
business. Your clients will go, your staffs will remain. When my staffs are on
the wrong, I however instill the necessary discipline. We try to create a
balance.
What do you look for in an
employee?
Character first, then your
skills. Loyalty is also it for me; standing with me at all times.
How have you been able to
mitigate the challenges you face in business?
It is on the lips of people that
there is recession and it is biting hard. This may be for a fact but it is not
as bad and terrible as people are saying making it seems as s if the economy
has totally crumbled. If you have a
structured system in place before the recession, things might just slightly
change but not totally fail. Every
business has its highs and lows, these seasons will come. We always have to get
ready for the rainy and the dry seasons. If you have been used to getting ready
for these seasons, you will not be shaken too hard. When you also leverage on
your relationships, networking and collaboration, it will help in the tough
times. You help others and they help you in turn. We keep pushing together
until the season is over.
What does the future hold for
Datina designs and its subs?
In the next 1 to 2 years, we are
looking forward to massively expanding to other African countries like Kenya
and others; We are taking our ready to wear collection outside the shores of
Nigeria, looking to partner with clothing retail outlets in Europe. Some have
written to us for supplies. The future is sure and bright for us.
Your golden advice for startups
and other existing business owner.
Training is important. Business
management knowledge is also key. Balance your skills with business management
training. Be inspired by others but don't photocopy others and lose your
identity. Be yourself. Express yourself to remain different.
Any precious words to the world?
My heartbeat is for
entrepreneurship in Nigeria and Africa. Its time to produce and manufacture,
China is where it is now as a result of its production and manufacturing. White
collar job is good but acquire a skill. Turn your passion into a money making
venture. Contribute your quota to build the new Nigeria we all dream of.
Our addresses:
No 66, opposite conoil filling
station, Adjacent The Polytechnic of Ibadan, Sango Eleyele road.
Shop V2, Europa stores, Ventura
Mall, Samonda, Ibadan .
DATINA DESIGNS
Tibile collections
Shop 16 , Railway shopping
complex,
Opposite Aleshinloye Market
Ibadan
Website: www.datinadesigns.com
Facebook page: Datina Designs
Instagram: @Datina Designs
Phone no: 08161163395,
08023451100
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