We recently connected with Omor Obanor and have shared our conversation below.

Alright, Omor thanks for taking the time to share your stories and insights with us today. Let’s start with the story of your mission. What should we know?

Our mission is not just a statement; it is the driving force behind everything we do. Our deep passion for supporting African designers and promoting contemporary African fashion fuels our endeavor beyond the business aspect.

The story behind our mission is rooted in a profound appreciation for the richness, diversity, and creativity of African fashion. We have witnessed firsthand the incredible talent and craftsmanship displayed by African designers, and we believe they deserve recognition and global reach.

We are driven by the desire to inspire confidence in women, allowing them to embrace their unique style and celebrate their cultural heritage. We want every individual to have access to clothing that embodies vibrancy, color, and self-expression, reflecting the essence of African design.

Through our carefully curated collection, we bridge the gap between tradition and modernity, offering fashion gems that seamlessly merge the past and the present. Our online store serves as a platform for individuals to discover and acquire one-of-a-kind pieces while actively supporting African designers.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

At IYAYI, our brand story is a testament to the power of friendship, a deep love for our culture, spontaneity, and the pursuit of unique style. It all began when my close friend Ify Ijeh and I encountered the recurring challenge of finding quality statement clothing pieces at short notice for personal occasions. We craved pieces that would make us stand out, but the options were limited, and international shipping times often posed a significant delay, hindering our support for African designers we held dear.

Interestingly, our distinctive fashion choices attracted attention from those around us, who began seeking our shopping advice. Unintentionally, we became micro-influencers within our communities, with people trusting and embracing our suggestions. This organic influence sparked a realization that there was a demand waiting to be met. Motivated by this experience, we embarked on a journey to bridge the gap and offer a solution, leading to the birth of IYAYI.

At our retail store, we curate a meticulously crafted collection of clothing pieces made by talented African designers who share our passion. Beyond the business aspect, our endeavor is driven by a deep commitment to supporting African designers and promoting the richness and diversity of contemporary African fashion on a global scale.

Our brand story is rooted in an unwavering dedication to inspire confidence in women, celebrate the vibrant diversity of our African heritage, culture, and talents, and provide accessible fashion that embraces vibrancy, color, and self-expression. We firmly believe that everyone deserves the opportunity to embrace their individuality and adorn themselves in unique contemporary pieces that reflect the essence of African design.

Through our online store, we have created a seamless platform where individuals can discover and acquire one-of-a-kind fashion gems while actively supporting African designers. We carefully curate a collection that effortlessly blends tradition with modernity, offering a captivating exploration of African fashion that fosters empowerment and connection to our collective cultural heritage.

What sets us apart is our deep-rooted passion, our commitment to supporting African designers, and our belief in the transformative power of fashion. We are proud to provide a space where individuals can embark on a journey of self-expression, embracing their unique beauty and style through our carefully selected pieces.

Ultimately, we want potential clients, followers, and fans to know that IYAYI is more than just a brand; it is a celebration of women, culture, and a platform for empowerment. We invite them to discover the captivating world of African design, to embrace their individuality, and to join us in supporting the talented African designers who bring their unique visions to life.

Can you tell us about a time you’ve had to pivot?

The Covid-19 crisis presented us with a unique challenge that required us to pivot and adapt our plans. As our launch date coincided with the aftermath of the acute crisis, we made the decision to pause our initial launch plans and use that time to reevaluate and learn more about the logistics and niche of our brand.

During this period, we recognized the importance of embracing digital platforms and enhancing our online presence. We devoted ourselves to understanding the intricacies of creating a seamless and engaging virtual shopping experience for our customers. This involved exploring various technological tools and strategies to ensure that we remained connected and relevant in a rapidly changing landscape.

Through this pivot, we gained a deeper appreciation for the value of agility and resilience. We learned that being able to adapt quickly to unforeseen circumstances is crucial for the long-term success of our business. By embracing technology and staying connected with our audience, we were able to overcome the challenges presented by the crisis and continue moving forward.

The Covid-19 crisis also instilled in us a stronger sense of collaboration, sustainability, and social responsibility. We witnessed firsthand the power of unity and support within the industry as businesses and individuals came together to navigate the challenges collectively. This experience reinforced our commitment to collaborating with like-minded partners, promoting sustainable practices, and making a positive impact on our community and the environment.

As we move forward, the lessons we learned during this pivotal time will continue to guide us. We remain dedicated to staying responsive to changing circumstances, embracing new technologies and innovations, and providing exceptional experiences for our customers. Our commitment to adaptability, resilience, collaboration, sustainability, and social responsibility will always be at the core of our brand’s ethos.

We’d love to hear a story of resilience from your journey.

Establishing ourselves in a competitive market and gaining recognition required strategic planning, unwavering effort, and a deep understanding of our target audience. We invested significant time and resources into building brand awareness, refining our messaging, and cultivating a strong online presence.

Logistics and operations posed their own set of challenges. Ensuring smooth shipping processes, managing inventory effectively, and maintaining the quality of our products demanded continuous attention. We had to streamline our supply chain, optimize our operations, and forge strong relationships with reliable partners to overcome these obstacles and deliver a seamless experience to our customers.

Financial sustainability was another critical aspect that required careful consideration. Balancing our passion for supporting African designers with the need for profitability necessitated astute financial planning and resource management. We made strategic decisions to ensure the growth and long-term viability of our brand.

Despite encountering these new learning opportunities, we remained resilient and committed to our mission. Each obstacle became an opportunity for growth and improvement. We learned valuable lessons along the way and adapted our strategies to overcome new hurdles. The unwavering support of our customers and the community has played a vital role in our success thus far, and we are deeply grateful for their trust and belief in our brand.

Our journey has reinforced our drive to make a positive impact and our unwavering determination to overcome any new obstacles that may arise. We are continually learning, evolving, and striving to provide exceptional experiences for our customers while championing African designers and celebrating women. Our resilience is a testament to our unwavering dedication to our mission, and we are excited to continue pushing boundaries and achieving new heights.      

Contact Info:

• Website: www.iyayiofficial.com
• Instagram: https://instagram.com/iyayiofficial?igshid=NTc4MTIwNjQ2YQ==
• Facebook: https://www.facebook.com/iyayiofficial?mibextid=LQQJ4d
• Twitter: https://twitter.com/iyayiofficial?s=21&t=omrrBOLLDVIdEm2UScy-_Q

Image Credits
Jaio Photography