LIONESS WEEKENDER COVER STORY
Lilly Alfonso is a renowned and credible fashion brand with over ten years of experience in fashion and design. Its founder and Head Designer, Lilly Alfonso, is a two-time International Fashion Award winning designer for her contributions to the fashion industry. The unique and high-quality garments she designs have been showcased on numerous runways such as: Kigali, Cairo, Paris, London, Milan, Kuala Lumpur, Amsterdam, Sydney and Barcelona. The Lilly Alfonso Brand has two flagship labels; men’s wear collection is under the LAmann Label while, Women’s wear collection is under the LAwomann Label. Lilly Alfonso introduced a sporting collection under LAsport which is still under development.
Speaking about the inspiration for starting the Lilly Alfonso business and brand, Lilly says: “It started out as a hobby, making clothes for friends here and there, then the number of people asking for my services grew. Eventually, I had to open a tailoring shop to accommodate the growing numbers of customers. At that time, I only had one tailor but as the demand for my services grew, I found myself employing more tailors and buying new machines. This organic growth took place over a number of years. Yet interestingly, all that while I didn’t consider myself a designer. The Lilly Alfonso brand itself was born after winning an award as best designer – that was a game-changing moment, and that’s when I actually considered myself a designer. Since that time, I have never looked back, and today Lilly Alfonso has become a limited company with shares.”
So, what makes the Lilly Alfonso brand different in the marketplace according to founder Lilly? She says it’s all about the value proposition and the benefits to clients.
Value Proposition: “Lilly Alfonso is an authentic brand that is all about adding value and expressing originality. Because we provide diversity in our products, by wearing Lilly Alfonso you have freedom to express yourself in your attitude and opinions and make powerful statements. The brand inspires you to be truthful to yourself when it comes to personal style, while being fashionable with latest trending fashions.”
Benefits to Clients: “Lilly Alfonso is an internationally recognized and renowned fashion brand. Its collections are classy, upmarket and versatile - following latest fashion trends behind every product produced. Our unique and high-quality products are designed by the award winning professional and a highly experienced designer who has an eye for detail.”
Speaking about her team and their contribution to the building of the Lilly Alfonso brand: “This has been achieved through working with a diverse team of creative and open-minded people, from tailors to artists, photographers to stylists, all have contributed tremendously to the successes registered so far and to the prosperous future of the Lilly Alfonso brand. As an equal opportunity company, when we recruit our team members, we do not always consider the formal qualifications they possess. Over the years, we have seen that those who are qualified are not usually the most diligent and passionate in their approach to work and the business. As a result, our philosophy at Lilly Alfonso is to rather select those individuals who have passion and are willing to grow as people and employees in the business. We continually mentor and train our team throughout. We even make time to discover if any of our team members have a hidden or extra skills that can be nurtured. Creating the opportunity for individuals to realize their personal dreams and aspirations makes it easier for the team - to develop and grow stronger. Furthermore, there is diversity among our members. We recognize and embrace the fact that different talents and skills make for a strong team, and that’s what we have at Lilly Alfonso.”
Sharing her personal journey to becoming an entrepreneur, Lilly says: “At a young age, I was entrepreneurial; I used to create my own source of funds. I used to braid hair for friends in exchange for money. As I grew older, the entrepreneurial spirit became greater and I ventured into carpentry. Before I became a fashion designer, I used to do interior decoration in homes, shops and companies. Fashion has its own rules and ways of doing business. I am constantly learning as I go in this business. The journey has its challenges and ups & downs, but it is very rewarding in the end.”
What are Lilly’s future plans and aspirations for the business? She says:
“My vision is for the brand to go global. People will be able to relate to what the brand has become; Lilly Alfonso leaving its distinct footprints everywhere it goes. I want to use fashion to speak about culture and heritage of my country and Africa as a whole. Lilly Alfonso will be producing limited edition collections that appeal to perceptive customers with unique tastes. The company will be positioned in such a way that it will not be perceived as just a fashion brand; fashion is least looked upon industry especially in Africa and this narrative will be changed. And, the company will create jobs for more people and impact many lives. It will also open doors and opportunities to others in the creative industry.”
Speaking about what gives her the most satisfaction being an entrepreneur, Lilly says:
“Having a chance to make a difference and be part of real change. I have the power to forge my own path, change my own destiny, and make a meaningful impact in the lives of other people too. From the tailors I employ to my customers, and to all the other people I work with on this Lilly Alfonso brand building journey. I want to be the reason why someone believed in themselves and discovered who they truly are.”
Lilly’s advice to other women looking to startup in business is: “Firstly, it is important to know yourself - understand and believe in your dreams. Give yourself room to research and plan for whatever you are dreaming of venturing into. Giving up isn’t the only way if things get tough ahead. Challenges build you up so does criticism. Failures make you unique, so use them and turn them into positives. Furthermore, give time to realize and leverage the skills you possess. If there are essential skills that you don’t personally possess, but which are necessary for the growth and development of the business, then look for help to. meet your goals. Always remember that there is no “I” but “we” if you need to build something big. Always allow others to give you help along the way.”
To find out more about Lilly Alfonso, visit the website www.lillyalfonso.com
or send an email to info@lillyalfonso.com
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