L-R: Seamstress, AfriqueKod, Raenna, Dola Ikomi (IRAWO), Hair Envy, and Woyin Taylor.

Every March, we gather to celebrate the women in our lives. With special days like International Women’s Day and Mother’s Day, March spotlights women in various ways. To say adieu to the month, the renowned womenswear label, Irawo Studio, hosted a special panel and pop-up event called HERitage.

The event on March 29th featured a panel of female entrepreneurs, including the founders of AfriqueKod, Seamstress, Raenna, Hair Envy, and Woyin Taylor. The session, moderated by Dola Ikomi, co-founder of Irawo Studio, saw these women discuss how to grow, sustain, and enhance a business.

These are topics Ikomi of Irawo Studio knows all too well, as a co-founder of a brand that caters to the multifaceted nature of women, with bespoke, ready-to-wear, corseted waist snatching, and beaded pieces.

Between the panels and the shopping experience, Ikomi sat down to discuss how she got here and why these conversations are empowering and necessary for women hoping to succeed in the industry. She has a catchphrase which she repeats very often. “It is more about being proactive than reactive,” Ikomi said as she closed the panel session. It is also the first advice she gave younger entrepreneurs at the start of our conversation.

MEET DOLA IKOMI:

Tell me about your childhood. Have you always been creative?

I have always been a creative person. I love to tell stories and express them visually. Because of my parents’ jobs, I moved around as a child. I have lived in Kenya, South Africa, and Lagos, Nigeria. I like to think that is how I developed the ability to adapt.

Maybe that’s why you chose to build a business. What were you thinking when you decided it was time to debut Irawo?

Honestly, I wanted a brand that told the story of the trailblazing women and represented our heritage. Everyone is obsessed with Nigeria now, but some of it borders on exploitation. As a Nigerian who grew up in the diaspora, I know what it is like to want something authentic and sometimes nostalgic. My mom would always say, Our clothes represent us.

When did you make the definite decision that this was going to be more than a passion?

My sisters, mom, and I started Irawo in 2017, but I still juggled it with a 9-5. It was scary diving into a different industry from the one I was accustomed to. In 2019, I quit my 9-5, hit the ground running, and got the ball rolling. I searched for an abandoned house because I had a vision for that collection. I wanted something to show that we are here and we are committed.

It is very intriguing that you faced your fears and immersed yourself in the creative industry. What sector did you previously work in?

I worked as a marketer in business. That background in marketing has also proven helpful in the fashion industry. Storytelling creates a brand.

Yes, fashion is a business as much as it is an art. Did you take the time to learn about garment production in Fashion, or do you just play the role of designer and business lead?

Oh, I learned every aspect. I firmly believe that as a business owner, you should try and know everything. My mom is the creative director, I’m the Head of Operations & Marketing, and my sister Ama is the Chief Financial Officer, and my other sister Anire is the Chief Branding Officer, but it is a family business, and we delegate. We are very hands-on in every aspect of the business.

DISCOVER IRAWO:

What does IRAWO mean? What is the origin story?

Okay, so there are two stories I have to tell: First, I love the word Irawo, which means star when translated from Yoruba. However, the brand was not always called Irawo Studio. It was initially called House of Irawo. Then we rebranded to Irawo Studios. The second is that I was obsessed with that Seyi Shay song, the one called Irawo. I love Seyi Shay, I hope we work with her someday; Irawo Studio campaign with Seyi Shay? Brilliant!

I love Seyi Shay; her songs are classics. How would you describe an Irawo Studio woman, in the way you could analyse that Seyi Shay would be perfect for a campaign?

Irawo women are trailblazers. They are different, bold, resilient, and love taking risks.

Starting a brand in itself is a risk, too. What would you say has been the biggest challenge?

It is most definitely scaling up. We have changed our initial structure, and now we know what works for the brand and the team.

What misconception have you had to unlearn about running a fashion brand?

Social media glamorises entrepreneurship, but success is not just about being a boss. You must have a passion that motivates, pushes, and drives you. There must be a balance between passion and career goals.

How many collections did it take for you to find the balance?

Ha, I can not pinpoint that. However, after the first name change, we found balance. We did not have proper collections before that. Since the name change to Irawo Studio, we have had roughly six to eight collections.

What advice would you give younger designers trying to break into the industry?

Pace yourself and never forget your initial goals.

What are the initial goals for Irawo Studio?

Our goal is to create collections for women, while highlighting that there is a space for women in the industry as a women-led brand.

With those goals still in mind, what’s next for Irawo in the next five years?

Bigger and better. We will have a broader range of stockists and more ready-to-wear collections.