LIONESS WEEKENDER COVER STORY
Deola Sagoe Limited, the premier authentic African based luxury products provider
Adeola Ade-Ojo is a Nigerian born fashion designer who is popularly known by her design name, Deola Sagoe. Whilst studying Business Administration at the University of Miami, Florida in the mid 1980’s, Deola fell in love with fashion. On graduating in 1987, she returned to Nigeria ostensibly to begin a Masters degree in Finance. Deola’s Mother had been running tailoring operations called Odua Creations which was known for producing meticulously embroidered traditional menswear. In 1989, Deola joined her Mother with a view of expanding the label’s repertoire to encompass more contemporary designs for the ever developing, cosmopolitan Nigerian society. The following year, Deola began designing under her then married name Deola Sagoe, and the rest, as they say, is history.
Deola’s fashion design credentials took a huge leap forward when she won the MNET Anglo Gold African Design Award. She had been nominated by the legendary US Vogue Editor, Andre Leon Tally as one of the four designers from Africa to show their work in New York Fashion Week in 2000. In 2001, Deola was rated number 37 on the African Almanac scale of 100 most influential Africans in the world. In 2004, Deola marked an important milestone of pioneering the introduction of authentic African infused clothing to the Alta Roma Alta Moda Fashion week, and in 2006, she became an Ambassador for the United Nations World Food Program.
Deola’s designs have received acclaim from foreign and domestic quarters. She is well known for her uncanny attention to detail, her expert handling of a diverse range of fabrics, as well as her exemplary understanding of the African woman’s body. Amongst her many innovations is the ‘’Komole’’ her own authentic answer to every African’s yearning for an original interpretation and crafting of lace. Having been the first black woman to present a collection at AltaRoma, Rome’s celebrated fashion week, back in 2004, she was also the first Nigerian to have her own stand-alone at the New York Fashion week in September 2014. In 2015 she featured in and produced costumes for the monumental film on Nigeria’s independence directed by Kunle Afolayan: “October 1” and merited herself the Multichoice - Africa Magic Viewer’s Choice Award for Best Costume Designer. In April 2019, she won the Arise Fashion Week’s award for Designer of the Year. A trailblazer by every standard, Deola continues to lead the way in carving a space for Nigeria on the global fashion map. She is also a job creator, with the business employing 27 people.
Lioness Weekender spoke to Deola to find out more about her entrepreneurial journey to date and her plans for the future of the business and brand.
What does your company do?
Deola Sagoe Limited is the premier authentic African based luxury products provider. The company’s interests span the whole fashion value chain from manufacture to retail. Deola Sagoe Limited offers a unique approach to fashion by engaging the use of sustainable and authentic African craftsmanship and techniques of heritage in the production of distinct contemporary silhouettes of global appeal. The company champions the push for structures in Africa’s fashion industry.
What inspired you to start your company?
The realization that looking good is good business in Africa.
What makes your business, service or product special?
The unexpected! We manufacture and retail luxury fabric and clothing. Luxury and Africa are not usually synonymous but that precisely is what makes our products unique.
Tell us a little about your team.
My team is 99% female! They mean business.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
I come from a very entrepreneurial family. My family have been at the forefront of the Automobile industry in Nigeria for upwards of 50 years. My foray into the business of fashion was seen not only as foolish and futile, but also regarded as rather pitiful. It was economic or financial suicide. ‘’She’ll come back with her tail between her legs, let’s see how selling one dress compares to selling one car, the lifestyle change will bring her back to her senses’’……. The rest is history!
What are your future plans and aspirations for your company?
I will share one. Expansion into luxury and premium Ready-To-Wear (RTW) fashion manufacturing. In other terms – Scaling Up.
What gives you the most satisfaction being an entrepreneur?
Empowerment of women at both sides of our spectrum. Those we empower with the provision of jobs along our value chain and those whose bodies and minds we clothe with confidence and the feel-good factor.
What's the biggest piece of advice you can give to other women looking to start-up?
My Be-Attitudes: Be-lieve, Be Focused, Be Passionate, Be Dogged, Be Discerning, Be Wise, Be Conscientious, Be Honest, Be Humble, Be Godly, Do Pray.
Do not be afraid to ROAR when and if you have to.
To find out more about the inspirational work of Deola Sagoe, send an email to info@houseofdeola.com or visit the company’s website www.deolasagoe.co and Instagram page @deolasagoeofficial
