We were lucky to catch up with Akua Pinamang recently and have shared our conversation below.
Akua, thanks for taking the time to share your stories with us today What’s the backstory behind how you came up with the idea for your business?
When I was a child I watched, my Aunty sew, that’s where the passion for clothes emerged. I wanted to be like her in all aspects. I started learning from her, she didn’t live in Ghana at the time, so she used to bring me fashion magazines. I followed up with the fashion trends from outside. That’s when I decided to make African inspired clothes with a touch of western culture. I started using needle and thread to sew dresses since I didn’t know how to use a sewing machine. During secondary school vacations I went to learn how sew from my other aunt in Ghana, she uses the free hand cutting method, then during my university vacations I went to study pattern draft method. Then gradually I started the Pinamang couture brand.
Akua, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Pinamang couture was established mainly as a women’s clothing brand, which seeks to create a story behind each style. Over the years we have included customized wedding gowns, African inspired accessories when includes bags, slippers, necklace etc., we also started a unisex ready to wear collection. Over the years, Pinamang couture is proud to have collaborated with NGOs such Mind builders, UNFPA, to empower teenage mothers in deprived parts of Ghana with a skill. As a brand we have mentor ladies who want to be fashion designers, we also try to educate people who think fashion design is just for illustrates. We also realize people didn’t know there were other jobs within the fashion industry such as fashion illustrator, Fashion mentor, Stylist etc.
Let’s talk about resilience next – do you have a story you can share with us?
I once had was recommed to another client by one of my clients. Unfortunately the dress i made wasnt what she ordered for.I tried to explain to her that it was a miscommunication but she wasnt ready to listen. I felt really bad because the style was very simple and basic, For me to lose three clients because of miscommuniction. I doubted my capability as a designer. It made me question if i picked the right profession. After taking time to think about everything that happened, i realized the miscommunication could be avoided if i had spoken to the client directly instead of taking to my client’s sister. Also i could have asked more questions to get a more detailed infromation about my client wanted. Fastword, i speak to my clients directly and with match more confidence, i get a detail discription of what my client wants without any third inolved.
How do you keep in touch with clients and foster brand loyalty?
This is mostly done during the festive occassions, Chrismas, new year, valentine’s day, birthdays etc. Twice in a month we try to check up on them to see how they are doing. We also send them gifts during the festive occassions. When we have a new product or there’s a new fashion trend , we try as much as possible to send them personally to our clients.
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