Startup Story
In Botswana, there is a tradition of highly creative women turning their sewing skills into beautiful products, but getting steady business for those skills can be a challenge. For entrepreneur Theo Khumo, founder of African Wax Prints BW, this market access gap was one to be filled, and today her business employs talented local seamstresses who are creating beautiful and unique items of clothing for customers around the world.
LoA chatted to Theo Khumo this month in Botswana to find out more.
What does your company do?
African Wax Prints BW is a business that offers general seamstress work to Batswana and internationally. The mission is to serve local sewing needs primarily for, but not limited to, the creation of clothing items. This business is unique in that textile design services are offered, in addition to traditional seamstress work. We also make back packs, clutch bags, neck pieces, and we also recover and revamp shoes, etc
“This business is unique in that textile design services are offered, in addition to traditional seamstress work.”
What inspired you to start your company?
My love for African Fashion and celebrating our African cloth. I have always loved our continent's materials, from shweshwe to kente to ankara - their beauty and colourfulness always brightens my day. I got inspired to sell them and, as time went on, I started making neckpieces, headwraps and clutch bags.
Why should anyone use your service or product?
It is special in a way that we try to bring new designs and also try every idea our customers give to us. Our services are flexible - as customers find us on social media, they simply place their orders, then we make and ship to them.
Tell us a little about your team
I have a very strong qualified team of 4 tailors, two designers and 1 receptionist who work hard to take the brand to higher places. They learn new designs all the time and are so passionate about it.
“In 2019 we opened a warehouse and hired more staff, and we set up the business to be a fully furnished operating business.”
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
My entrepreneurial journey started in May 2011 when I left for Lusaka to purchase African materials, yet I did not know where Lusaka was and did not know anyone. I got on a bus and asked my Lord to lead my way. Upon arrival I asked a taxi driver to take me to all the material outlets, my God it was such an amazing journey. I learnt a lot about their culture and how they worked hard each day to put food on the table. It taught me that to be a successful entrepreneur you have to give what it takes to excel. I started selling materials for the whole year, opened a Facebook page and marketed my products. Back then, Batswana were not keen on the African cloth and I made sure that I introduced different patterns each time I brought new stock. It wasn't a smooth sailing journey as there were obstacles along the way, but I carried through. Imagine being employed by someone and at the same time juggling between your employer and your passion. There was a time I took a break for a year, though it pained me, but it was at a time my job needed me also and at some point in 2015, I bounced back and bought a small sewing machine. I learnt different patterns and made patch work. I never went to school for tailoring but later in the year I bought an industrial sewing machine and hired someone to make outfits for me to sell. It went crazy, people loved the fashion styles we came up with and I bought another machine and hired another employee. The business started growing and I opened a small shop while still employed, but I managed my time accordingly. In 2019 we opened a warehouse and hired more staff, and we set up the business to be a fully furnished operating business. I can’t say I come from an entrepreneurial family, for me its passion.
“I intend to open an online operating shop like eBay where we can market and sell our products at a larger scale.”
What are your future plans and aspirations for your company?
I intend to open an online operating shop like eBay where we can market and sell our products at a larger scale.
What gives you the most satisfaction being an entrepreneur?
I love it, it’s in me, it’s my passion, and the fact that customers love what we do. The most satisfaction comes from receiving their warm feedback. It’s amazing!
What's the biggest piece of advice you can give to other women looking to start-up?
Be Bold and be Focused. Never give up no matter how hard. Push yourself to the limit and see how far you can go.
Contact or follow African Wax Prints BW
FACEBOOK | INSTAGRAM | EMAIL theokhumophly@gmail.com
Why LoA loves it….
At Lionesses of Africa, we love to read the stories of women entrepreneurs who forge unique business building journeys of their own, driven by passion. Theo Khumo is one of those entrepreneurs - she saw a gap in the market, fell in love with African print fabrics, and realized that both of those ingredients, combined with the need to create skilled jobs, were the recipe for a successful business. Today, Theo is creating beautiful items of clothing and accessories that customers love, and which give opportunities for local seamstresses to shine. What a winning combination! — Melanie Hawken, founder & ceo of Lionesses of Africa