Startup Story
There is a growing interest by textile lovers around the world in discovering handwoven fabrics from the African continent, and this interest is something that Safietou Seck, founder of SARAYAA, is tapping into with her business. Her clothing line effortlessly blends contemporary design with the inspiration of beautiful handwoven fabrics from the African continent.
LoA learned more about this exciting and unique fashion brand from founder Safietou Seck this month.
Tell us about yourself
My name is Safiétou Seck, and I am a fashion designer and entrepreneur from Dakar, Senegal. I created SARAYAA, a clothing line for women in 2014. I describe my designs as being a mix of traditional African and modern fashion. One of my objectives is to showcase unknown handwoven fabrics from countries such as Senegal, Burkina Faso and Mali and to recognize the women and men who patiently weave these beautiful pieces. I chose the name SARAYAA to express the idea that women are precious and unique. Saraya (without the second letter A) is a gold mining region in Senegal. On a personal level, I was born in Dakar, Senegal, and I obtained my Bachelor of Arts in Economics from Spelman College in Atlanta and my MBA from American University in Washington DC. I then worked as an economist at the US embassy for 7 years. Despite my background in economics, my love for fashion prevailed – especially when I was commended by a certain beloved First Lady. My aesthetic for SARAYAA evokes my blended background of African and western culture and my love of original associations. Through SARAYAA, my desire is to highlight understated but elegant African fashion and to celebrate the unique differences that make each and every one of us beautiful!
“Through SARAYAA, my desire is to highlight understated but elegant African fashion and to celebrate the unique differences that make each and every one of us beautiful!”
What does your company do?
We create high-end, traditional-modern fashion clothing for women.
What inspired you to start your company?
Passion, love for unique and authentic fashion. Frustration at the fact that Africa is not represented enough in the fashion world.
Why should anyone use your service or product?
Originality, authenticity, using local content like hand-woven fabrics.
“I have always been an entrepreneur because I think that the only way to make a change in this world is to do it yourself without having an expectation of anybody.”
Tell us a little about your team
Our team is composed of 5 women and 6 men. All of them passionate about fashion. What is amazing to me is that most of them are self-made people who have never been to fashion school or even finished high-school. They just love what they do and believe in the company and the brand.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
I am an economist by training but passionate about fashion. I have always been an entrepreneur because I think that the only way to make a change in this world is to do it yourself without having an expectation of anybody. Moreover, I firmly believe that Africa has a lot offer to the world, so I feel like I have to help the continent prove it … in fashion.
What are your future plans and aspirations for your company?
It is to be the African reference point for high-end, traditional-modern fashion for women within the next 5 years.
“I firmly believe that Africa has a lot offer to the world, so I feel like I have to help the continent prove it … in fashion.”
What gives you the most satisfaction being an entrepreneur?
Not having to wait for anybody to make a change. Contributing to the economic development of my country and continent by using its competitive and comparative advantage. Helping make Africa visible and show what it can do and offer. Being able to come out of depression thanks to my entrepreneurial ambition, talk about it, and inspire others who are afraid to talk about it
What's the biggest piece of advice you can give to other women looking to start-up?
Follow your dream and your passion because they are the only things that will make you stay when it is difficult. Be yourself, be authentic.
Contact or follow SARAYAA
WEBSITE | FACEBOOK | YOUTUBE | EMAIL sarayacouture@gmail.com
Why LoA loves it….
They often say that if you find your true purpose and follow the dream you have for yourself, then you can really make an impact in the world. Safietou Seck is a great example of this philosophy in action. She is tackling her frustration at the fact that Africa is not represented enough in the fashion world, by creating beautiful, authentic clothing that showcases the best of Africa and its cultural traditions. As buyers around the world continue to seek out unique, quality, authentic clothing designs that reflect the cultures in which they are produced, Safietou’s brand will have a growing audience that appreciates her work. — Melanie Hawken, founder & ceo, Lionesses of Africa