Elizabeth Oni is the founder of a clothing brand, Ely Zabetta Dressmakers. She tells FAITH AJAYI about her craft and the challenges that come with running the business
What can you tell us about your background?I am from Afin Akoko in Ondo State, but I currently live in Ibadan, Oyo State. I am a creative person with different expressions. I am the founder of Ely Zabetta Dressmakers; as well as Ely Zabetta community— an online platform for women from all walks of life. I am also a wife and mother.What are your educational qualifications?I am a graduate of General Linguistics from the University of Ilorin, Kwara State. I also have a certificate in French language from the Brook Language Bureau in Accra, Ghana. I have another certificate for Microsoft programs from Mandate Institute, which is affiliated to the University of Ibadan. I am a trained voice actor too.
What inspired what you do?
Beyond just selling clothes, my goal, while making any outfit, is to amplify the queenly personality of the wearer. I am passionate about positive identity, and fashion is an avenue to project that.
How did you start the business?
When I started sewing as a teenager, my aim was not to make it a business. I used to be quite skinny, and boutiques rarely had clothes of my size. I then decided to make my own dresses. I guess the outcomes were good, because friends and neighbours started requesting I made clothes for them too.
Meanwhile, my mum was also a tailor, and she was my first contact with fashion. I also underwent training with a fashion academy, Pretty Creations.
Fast forward to 2015, after graduating from the university, it was becoming clearer that fashion was a path I wanted to tread. While observing the National Youth Service Corps scheme, I worked as an English tutor in a federal institute. I also got to offer my fashion services to a number of people, who eventually spread the word about my business when I established it the following year.
It was eventually registered in 2017, and I got a workspace in a good location in the city.
What are the other forms of training you’ve had?
While my mum was the one who planted the seed (of fashion designing) in me, I had my first training in 2010 at Pretty Creations. I have also had other advance online courses with notable brands, such as Artcrest. I interned at Datina Designs as well, and it broadened my fashion scope.
What are some of the challenges you face in the course your business?
There have been a number of challenges. One of them is the issue of location. I had to relocate after my wedding, and it seemed like I was leaving a known terrain for an unknown one.
Another challenge is the mindset of some elderly clients. Some of them feel they are doing one a favour by patronizing one, and they expect to be given discounts, which are even beyond one’s profit.
However, the most serious challenge is that of having a viable business structure and administration. When I started, I focused more on my skills, rather than the business side of the brand, which invariably became a tough challenge.
How were you able to overcome those challenges?
As regards the older clients, I honour them, and made it clear that every service from my brand is a win-win for everybody. They get to look elegant and get value for their money, while I get paid my work.
Concerning the location challenge, I now have the belief that I can thrive anywhere I find myself. Since the world is fast becoming a global village, location is no longer a limitation for my exploits.
On the aspect of business and administration, I took some courses to that effect. I signed up for mentorship under a fashion coach, Laoye Curtis. I also have an ‘accountable’ friend in the person of Coach Ewomazino, who is also a fashion designer. She has years of experience, and never minces words whenever we have conversations.
How do you get customers, and make your brand known to people out there?
Social media has been helpful in publicising my brand. There have been people from outside Africa, who saw our works and patronised us. Word of mouth from existing clients has also been quite helpful.
Have you had any bad experience with a customer, and how did you handle it?
Yes, I vividly recall an incident that happened sometime ago. I was not in the right frame of mind, and I ended up making a mistake on a customer’s dress.
In the early years, I made quite a number of errors. Remarkably, some of my clients in my days of small beginnings still patronise me.
I believe they (customers) stayed because of my sincerity and willingness to learn. I am usually prompt to admit my mistakes and make corrections.
Have you ever thought of quitting the business and doing something else?
Yes, I have (laughs). There have been days when I thought of giving up completely. I thank God for encouragers, including my husband and elder sister. I usually tell them about my next moves, and they either talk me out of the ones that don’t make sense, or ask me to hold on for some time.
How many employees do you have?
I currently have a contract worker, and an intern.
What are your other areas of interest?
My other areas of interest are event hosting, writing, voice acting, and public speaking.
What are the major forms of support you have got since you started the business?
God has been my primary source of strength. However, there have also been some amazing humans He has used to hold my hands as I navigate this path. My parents, spouse and siblings have been of immense support to me. They have really supported me financially and emotionally.
How do you manage your business and still have the time to do other things?
The secret to that is prioritising. I set goals and eat the biggest ‘frog’, before settling for smaller tasks. Setting daily to-do lists is one life transforming habit that has helped in time management for me.
How do you handle online customers?
I communicate a lot with them. I send them videos of the fabrics I want to use, and tell them if there are any alterations. I also send pictures to confirm their specifications. Basically, I always carry them along.
What are the highlights of the business so far?
Being a fashion entrepreneur has made me a psychologist, therapist and dietician, to mention a few (laughs). I get to constantly relate personally with my clients. Some of them just want to talk, and share their fears, hopes and goals. I have been stretched beyond being just a clothier. They see someone they can trust, and I have to live up to that.
Another highlight would be the series of training I organized in 2020, during the COVID-19 pandemic lockdown. I was able to train over 80 people. Remarkably, I was pregnant at that time. But, all went well with the help of God and my spouse. The webinars were centered on helping women understand their body types and style appropriately. It was a massive success; and the participants were even the ones who told others about the training.
