Zainab Ashadu is the creative maestro behind the exquisitely designed, hand-crafted luxury Zashadu handbags that are quite popular at home an abroad. Created with top-of-the-range leather, these handbags look so unique, that wearers immediately become the centre of attention wherever they go.
Any entrepreneur in Nigeria will tell you that doing business in the country is quite challenging (many would say this is the understatement of the century). So how is it possible to create a high-end luxury product that meets international standards despite these challenges?
Zainab discusses this and more, as she chats with us about her entrepreneurship journey, her passion for design, and her lifestyle.
You’ve dabbled in architecture, fashion styling, and acting. What made you decide to go the designer-entrepreneur route?
I’ve always followed my passions till my interest in the subject is exhausted. Creating aesthetically pleasing, functional handcrafted bags, is the one interest that has increased the further I delved into it. And that’s funny because I resisted working in fashion for a very long time. In fact, I prefer to think of myself as working in Design, as opposed to fashion. I like the idea of creating thoughtful, functional, classic pieces that are also beautiful looking.
How did the idea of the Zashadu business come about?
I’m fortunate to be one of those rare people who is creative as well as business-minded. Zashadu began as an exploration of my passion, and as it grew I realised I was also running a business. It took me a while to realise that what I was doing is what is known as entrepreneurship because it comes very naturally to me.
What were some challenges you faced in the startup phase of your business and how were you able to overcome them?
If I’m being honest, the challenges we face are what help to keep my interest in growing the brand; because at heart, I am a problem solver, otherwise I get bored. Manufacturing in Nigeria comes with its well-known wide and varied challenges, but it is truly a joy, and a source of pride to overcome them. The most important trait to have to be successful in working around challenges, is to have a firm, deep-rooted belief in yourself and in what you’re doing. Filter out the noise, and avoid being too democratic.
Has the recent economic downturn in Nigeria affected your business in any way. If so, how? And in what ways are you able to tackle this?
As a business owner, being sensitive to your environment is integral to your success. Although the luxury sector is one that performs well despite economic downturns, it is important to understand how to continue to communicate the ethos of your brand with your clients in a way that is sensitive, respectful and smart. Being adaptable will guarantee your success.
What has been the highest point in your business so far?
The high points occur regularly; when collectors express their joy at their pieces and at the service we provide. I will never tire of seeing the positive reactions that we bring to complete strangers just by being ourselves.
Would you say sales of Zashadu products are better in Africa or abroad?
They’re pretty even at home and abroad.
What are your favourite fashion brands? (Apart from Zashadu of course lol)
That’s a bit of a difficult question for me to answer, because I’m not a typical consumer. I’m more of a collector. I appreciate pieces that are handcrafted, uniquely designed, classic and quirky at the same time. It often means I seek out sole artisans, or shop vintage pieces. Having said that, I’m a fan of the work of Maki Oh, Duro Olowu, vintage Judith Leiber, vintage Christian Lacroix and vintage Oscar De La Renta.
What do you like to do for leisure when you are not working?
I read, swim, travel, go vintage shopping, cook, and get deep tissue massages.
What kind of influence does running a brand like Zashadu have on your lifestyle?
In order to function at optimum level, and give the best to my brand, I must be at my best. I run a tight ship in order to maintain a work-life balance. I work very hard, but play just as hard. Life is for living and I am grateful to be alive, living a fulfilled life.
What’s next for Zashadu?
Expanding our training program. At present we have a small team of trainees working alongside masters; this model takes a lot of time, 3 years, full time, 5 days a week, 8 hours a day to train and qualify as a Zashadu Artisan. Expansion is necessary to develop and grow the industry.
What advice would you give aspiring entrepreneurs who would like to delve into the same industry as you?
Start where you are, don’t wait for everything to be ‘perfect’ before you begin. Allow the demands of your business to drive the growth of your business; organic growth is always best, it gives you better control and is more fulfilling. Be interesting by developing interests in wide and varied subjects, feed your curiosity, know your strengths, don’t be too serious and above all have fun.
