Herstory: Nigerian Women Founders is a 21 Magazine original series launched in March 2024 as a tribute to Women’s History Month. This captivating series delves into profound interviews with Nigerian women who have fearlessly founded brands and companies within the dynamic landscape of our economy. Through compelling narratives and insightful conversations, we illuminate the remarkable journeys, challenges overcome, and triumphant successes of these visionary leaders. Join us as we showcase the resilience, innovation, and impact of Nigerian women in shaping our shared future.
I’ve known Ore Akinde as a trailblazer in Nigeria’s crochet fashion scene, long before crochet fashion became a mainstream trend in the local industry. She founded her crochet fashion brand, By Ore, in 2017 at just 16 years old. Ore’s Herstory feature is packed with insightful and valuable lessons on what it takes to build and sustain a successful business. She opens up about the trial-and-error process she navigated both before and after launching By Ore, and how she used her weekly N5000 university allowance to fund her entrepreneurial journey.
Read on to discover how this Gen-Z, feminist, and business-savvy woman brought By Ore to life.
Hello Ore! Please can you tell us more about you and your background in fashion?
Hi, I’m Oré Akinde. I am a 24-year-old self-taught fiber artist, a designer, influencer, entrepreneur, feminist and a CEO of a company with two brands—ByOre and Ruggings. I started my first brand (my first born) in my first year of uni, when I was 16 going to 17. The brand officially took off when I was 17, in 2018. I’m also a graduate of mass communication.
What inspired you to start By Ore? Can you shed light on the moment or experience that sparked the idea?
Honestly, it wasn’t planned. I was at the University of Ibadan initially, but I didn’t like my course, so I transferred to study Mass Communication at the University of Nigeria, Nsukka. Like most students, I needed a way to make extra money. So, I wondered which extracurricular activity I could dabble in to diversify my income.
I tried hairdressing first. It was exhausting because I had to be up on my feet the entire time. Then I moved to sell Ankara outfits, but it wasn’t sustainable, the cost of buying materials and paying tailors was too high. That’s when it hit me: I had been crocheting since I was a child. So I thought, why not turn it into a business? I started watching YouTube tutorials to learn trendy designs, though I always added my touch. I saved out of my N 5,000 weekly pocket money to buy yarn and other crocheting materials to experiment. By 2018, I officially launched ‘Kinde Klothings.’
I got lucky early on, one of the popular campus photographers helped me with a shoot, and that gave my brand visibility. I leveraged on my existing contacts and sent a broadcast message to everyone asking them to repost the photos of my designs on their status, instead of asking them purchase it. This strategy led to getting my first customer, who requested a bulk order worth ₦100,000. I couldn’t fulfill it at the time because of my studies, but that was when I realized “this could be something big.”
What 3 words would you use to describe yourself?
I am resilient, creative and compassionate.
As a Nigerian woman in the entrepreneurial space what unique challenges did you face in starting and running By Ore, and how did you overcome them?
In the beginning, the first challenge I faced was balancing my studies with my business. I had to keep turning down a couple of orders. Also, it was a challenge convincing my parents who are both Doctors in Academia that By Ore wasn’t just a hobby. I had to keep showing them positive results from my business and, that I could actually cope and handle everything.
Then, there was the issue of trust with By Ore’s customers. Online shopping wasn’t as common back then, so getting people to trust me with their money was difficult. To build credibility, I had my customers pay a 50% deposit upfront— not the full amount— and regularly sent them progress pictures of their order(s).
Right now, my biggest challenge is access to funding and upscaling the way I plan to with the required capital I need. That’s something I’m trying to figure out.
Could you share your top 5 tips for women starting businesses in Nigeria?
One: Be sure of your business. You must be clear on what you want to do. Set out your business plan, your financial projections, and your business goals. Do your competitive analysis and your market research. Be ready to adapt to the business landscape and have a great selling point.
Two: Build a strong network. Start by leveraging your existing friends, family and connections. These people don’t necessarily have to be your direct customers but they can help you with marketing—never underestimate the power of word-of-mouth marketing. Also, document your progress and share a lot on social media. You can build your community from the internet too.
Three: Gain a solid understanding of financial management, budgeting, and bookkeeping. This is crucial for long-term business sustainability.
Four: Don’t be afraid to fail. If you fail, you try again. Give yourself many chances, forgive yourself and be patient. Give yourself grace. Experiment. If it doesn’t work find another way. Don’t give up on yourself. Be always ready to put yourself out there. Talk about yourself and your brand as much as possible. Put your work out there. The imposter syndrome will always be there, so if you keep waiting for perfection, you’ll never start. Mistakes will happen, and that’s okay.
Five: Have amazing women in your corner—as mentors, as friends, as advisors. Talk to women, learn from women, listen to women. Surround yourself with women who uplift you. Women are the most amazing gift to mankind.
If you could style a look for a celebrity who would it be, and what kind of outfit would you create for them?
Tems, a custom 1 of 1 piece for her!
Congratulations on By Ore’s latest drop! Gorgeous gorgeous pieces, and brilliant marketing.
Looking back at your entrepreneurial journey so far, is there anything you wish you had done differently?
Thank you. Looking back, I could’ve been bolder, taken bigger risks, and refused to let the fear of failure hold me back. Growth comes from taking chances.
If you had to describe your personal style in three words, what would they be?
Classic. Relaxed. Bohemian
How do you foster innovation and creativity within your team, and how important is it to keep evolving in today’s business world?
First, I lead by example, and motivate everyone by doing the work. I seek out, encourage and value diverse perspectives—backgrounds, experiences and thought processes. Everyone on By Ore’s team is allowed to share their thoughts and opinions. This leads to more creative solutions.
Secondly, I embrace experimentation and failure. I have found that creating perfect outcomes involves trial and error. So, I have fostered a culture where failure is a learning opportunity.
Thirdly, I recognize and reward creativity. I acknowledge and celebrate innovative ideas and contributions. This reinforces positive behaviours and encourages further creativity.
I also try as much as possible to retain talent. People want to work for companies that are innovative and forward-thinking. So, in By Ore, there are rewards and incentives when you exceed your target and expectations.
What has been the most rewarding moment for you so far as the founder of By Ore?
Everytime, I see a customer wearing a ByOre design. The feeling never gets old. There has also been times when customers sent me gifts after getting their orders, gosh, it doesn’t get more rewarding than that.
What would you like the future generations of Nigerian women to know about your journey and the power of entrepreneurship?
Firstly: Be sure, be determined and be focused. Business isn’t for everybody. Don’t just go into it as an alternative to a 9-5. It’s your determination that will guide you when things get difficult.
Entrepreneurship is not always easy. You will face setbacks, obstacles, and moments of doubt.
Learn to bounce back from adversity. Every challenge is an opportunity to grow stronger and wiser. Nigeria has a unique business environment, so adaptability is key.
Secondly: Remember your potential is limitless. Don’t let anyone tell you what you can or cannot achieve. You have the strength, intelligence, and resilience to build businesses that transform your lives and communities. Embrace your unique talents and perspectives. The world needs your ideas.
Thirdly: The world is changing rapidly. Embrace technology, social media and innovation to stay ahead of the curve. Many apps and services can help you ease your business process and journey. Use them to expand your reach, connect with customers, and streamline your operations. Similarly, never stop learning. The entrepreneurial journey is a continuous learning process. Stay curious, and updated with trends, seek out new knowledge, and adapt to changing market conditions.
To wrap it up, use your platform to advocate for positive change. Believe in yourself, your voice matters. Above all, believe in your own abilities. You have the power to create a better future for yourself
What long-term vision do you have for By Ore, and where do you see the brand in the next 5-10 years?
Are there any future By Ore projects we should anticipate?
Yes. ByOre is in the process of upscaling. We’re launching our first workspace, an eco-friendly hub designed to foster creativity, very soon. Our next collection, the summer collection is in the works. Beyond that, we’re expanding into a teddy bear line and introducing knitted pieces for a more lightweight and affordable option. Stay tuned!
