The Creative Director of Estaz Clothing, Esther Okonta, tells FAITH AJAYI about her career as a fashion designer
What’s your educational background and qualifications?
I completed my secondary education in 2016, and subsequently gained admission into the University of Lagos in 2018 to study Petroleum Engineering.
You are currently a student. What influenced your decision to go into the world of fashion?
I have always loved fashion from a very young age. I started sewing at the age of 14. I am an innovative and independent person. Having lost my father at a young age, I wanted to support my mother, and that was another reason that led me to learn about fashion designing at a local store in my neighbourhood. Since then, I have been growing gradually. Studying Petroleum Engineering does not affect my career as a fashion designer.
There are many fashion designers out there. What sets you apart from the crowd?
That would be my unique designs. Up until 2020, I did not make my own designs. I used to see myself as just a tailor, because I did not have a sense of identity. But, after the COVID-19 pandemic, I went for an upgrade class at a fashion academy to improve my skills. The knowledge I gained from the academy fuelled my creativity, and I started making my own designs.
Basically, what differentiates me from others are my designs and resonance. No matter how stressful it is to make a particular outfit, I make sure the clients get what they want, without leaving out even the tiniest details. And, they are usually satisfied with the outcome.
What form of support did you get from your family and friends when you started the business?
My family members have been extremely supportive, I used to work from home. It was only recently that I got a space. But, while I was working from home, my family members always provided support.
My friends have also helped me in terms of referrals, ‘hyping’ (promoting) me, and engaging with my social media posts.
A fashion designer requires a lot of creativity to thrive. How do you come up with creative ideas for your designs?
When I see fabrics, I instantly get inspired as to how they would look on a person. In that way, fabrics inspire my designs. Whenever I am shopping for fabrics, I instantly start getting ideas of what to do with them.
Also, the desire of accentuating a female figure inspires me. Upon sighting a client, I usually want to make something they would be comfortable in, while looking confident and elegant.
I also keep up with trends on social media.
What are the most notable achievements you’ve had over the years?
In January 2021, I made a wedding dress for Olanike, the daughter of a former Ogun State Head of Service, Nafiu Aigoro, and that pushed my career forward. The event was well publicised, and I was credited as the designer of the dress on social media.
In August 2022, I was part of the top five contestants for the Design Shark International competition— a respected runway competition for designers.
I had no idea I could be chosen as one of the top five, and when my name was called, I was surprised. I knew the calibre of designers on the show, and getting to that stage gave me the validation I needed. That was also a big push for my brand, as many people, including big brands, got to know me through that platform.
Also, in January 2023, I styled a lot of contestants for the Most Beautiful Girl in Nigeria pageant. Most of the contestants I styled came out tops. When some of the contestants were going for an international pageant, they asked me to make their outfits. I designed the outfits, and they were showcased on international stages. A lot of blogs, including foreign ones, posted pictures of my designs on their site, and I was properly credited.
What are the biggest challenges you have faced in the course of running the business?
One of the challenges I face is being able to combine the business and my academics. They are two different fields, and I have to be in school every day, and come back to the business to make sure things are running smoothly.
Also, when working with celebrities or social media influencers, one sometimes has to pay them. And in some cases, even if one does not pay them, one would have to make the dresses for free. Meanwhile, the cost of getting those fabrics alone is on the high side, and sometimes, one might not be able to afford it. It could be exhausting, but one just has to keep doing more.
Another challenge is having to deal with people who feel entitled, and many of those people are celebrities. One could send them an outfit for a collaborative shoot, and it would take them months before they return it. At times, they would even mess up the outfit.
There are also times people clean off one’s name from one’s design, and don’t give one credit. That not only makes one feel demoralised, it is very unfair.
What training did you undergo before venturing into this line of business?
Aside from learning from a local store in the early days, I have practically been self-taught. I was not taught how to cut, design, and make clothes at the store. I was only taught how to sew. However, I kept learning from my mistakes. I also learnt from social media platforms, such as YouTube and Pinterest.
It was after the COVID-19 pandemic that I registered at the Anncranberry Academy, and it changed my life, bringing out the real designer in me.
Do you see yourself ever quitting fashion, and practising petroleum engineering?
For now, I have lost the drive for petroleum engineering. When I gained admission, it wasn’t so, but with the constant strike actions and breaks, I have developed more love for fashion than petroleum engineering.
Do you have a physical store?
Yes, I have a physical store in Lagos State.
What is your staff strength, and how do you manage them in a way that they give their best?
I have a social media manager, and two other members of staff.
It is a whole lot of work, and at times, when the classes are not that important, I don’t go to school. On days like that, I make sure I supervise all the outfits that are been made. I also sew too, and don’t just it to my workers. I make sure there is a standard every employee sticks to. That way, even when I am not around, the business continues to run smoothly.
How are you able to balance your business, schooling and personal life in a way that none of them suffers?
Sometimes, my school work suffers; and sometimes, the business suffers as well. However, I always give 100 per cent to anyone I’m facing per time.
How do you ensure a seamless process for your international clients?
Social media helps a lot in that aspect. One of the major reasons I style celebrities is to able to build a name and trust for my brand. I do that with my international clients as well. When there is an established level of trust, the rest is based on communication. For my foreign-based clients, I take their measurements via video calls. I then send pictures and videos of the outfits when they ready; and I deliver it to them through courier services.
Who are the most notable personalities you have worked with?
I have worked with Hannah Iribhogbe (Miss Universe Nigeria); Mo’Cheddah, and Ilebaye Odiniya, the winner of the Big Brother Naija (All Stars edition), and the current Miss World Nigeria, Ada Eme, and many others.
