We caught up with the brilliant and insightful Gladys Ogunsegha a few weeks ago and have shared our conversation below.

Gladys, looking forward to hearing all of your stories today. How has Covid changed your business model?

Embellish, being a ready to wear clothing line, had seen success with in-person events where people could touch and feel the pieces so they know the level of quality they are getting. The pandemic, however, created challenges. All in-person sales opportunities (which is a significant percentage of my revenue source) were cancelled. I had to learn to develop an online following, start online marketing, try to build online sales and activity. It continues to be an uphill battle. I do, however, see it as an opportunity to get to know my target market.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Embellish is a ready-to-wear African print clothing and accessories line for women, men and children. The beautiful fabrics are sourced and handcrafted in Africa, improving economic conditions for skilled individuals. My goal is to bring quality pieces that are beautiful, trendy and affordable to the market. Quality, personal touch and price sets Embellish apart.

When I was a child, I spent my holidays with my grandmother. She owned two shops filled with beautiful and unique designs of lace fabrics by the yard, waiting to be purchased by the elite, fashionable women of that time. Over my Summer holidays, I would follow her to her shop daily. Each day was fun because you never knew who would stop in the shop to buy fabric. Sometimes, she would take me with her to the lace factory where she would place her bulk orders. Over the course of the next four Summers, I would see and touch hundreds of fabrics, lay them out for customers and watch them marvel. At such a young age, I had learned how to measure fabric, how to manage a fabric shop, and how to operate a business from my mother and grandmother. But more importantly, I had learned how to identify beautiful and unique designs that speak to the core essence of that African Pride that each of us exudes each time we wear our unique fabric and design.

A few years ago, I decided I wanted to start a clothing line; pick my own fabrics, design them, have them produced and offer them to the market at an affordable price. It is very important to me that people feel great in what they wear.

Embellish started small with only a few design pieces. Today, we offer tops and shirts, skirts, shorts, jumpsuits and dresses, and of course, we are known for our Ankara blazers & corsets. We also sell headwraps, belts and other accessories. My clothing line has different types of fabrics sourced from within Nigeria. My designs are mostly made out of Ankara; 100% cotton fabrics with vibrant prints and colors.

What’s worked well for you in terms of a source for new clients?

My best source of new clients has been word of mouth / client referrals. My clients get a personal touch – almost like a consultation. They get my attention, especially when they can’t decide on what best suits them. We spend time talking and trying things on. Not only does that create repeat customers, but it also creates new ones because they share their experience and purchase story with their friends and families. They, in turn, become clients as well.

How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.

I sell on my website and I also use Etsy. When the pandemic hit, I had to find other ways to connect with potential new clients and Etsy offered me that. The pro with Etsy is that it did offer a new customer base that I would not have been able to reach my own. The con was that (1) it was mostly customers that are in the market for accessory type products/smaller goods. So I was only able to sell one category of products. Another con is that (2) the purchases were inconsistent; I could have two purchases back to back but then I may not make another for four months. These platforms have algorithms, and to understand them is to be successful.

I sell on my website primarily. The pro is that it’s my site with my branding. It gives me access to analytics, and it also allows visitors to see all my products and read about my story. The con is that its harder for people to find it unless they already know about it. Marketing & exposure is all up to me.

Contact Info:

• Website: https://www.embellishalc.com
• Instagram: https://www.instagram.com/embellishalco/
• Youtube: https://www.youtube.com/channel/UCo6buH3_v2-yeHTv7mxDqDg
• Other: https://www.tptoriginals.org/worn-within-what-is-the-origin-of-west-african-ankara-prints/

Image Credits
Jimi Faya (https://www.instagram.com/jimibadass/) and Jonny Stuckmayer (https://www.instagram.com/jonnystuckmayer/)