Be resilient, consistent, disciplined - Sherifah Amira Shuaibu

Sherifah Amira Shuaibu is a business consultant and fashion designer. Born with a creative mind and skill set, Sherifah has been able to apply her creativity to her fashion brand which focuses solely on menswear.

Family background

My name is Sherifah Amira Shuaibu. I was born on the 23rd of April and I come from Kogi State - Okene Local Government Area. I have three siblings who are all boys. I’m the only female and I am the third child.

Educational background

I was born here in Abuja, so I had my primary school education here at Daysprings Nursery school. I had my secondary school education in an Islamic school - Islamic Training Centre, Niger State. Then, I moved on to the Federal University of Technology Minna for my university education and I’m currently undergoing my MBA program at the Lagos Business School.

Career background

In between going to school and when I finally left university I got a mini job at a general hospital in Minna, Niger State. From there, I worked with a staff of UNICEF as an enumerator officer. After that, I came to Abuja and got a job immediately as a creative director in notable fashion house. I also worked with Sherry’s food mart, which I partly own as an operations manager. From there, I set up my fashion house where I currently work as a creative director and managing director.

When did you first realize that you wanted to pursue a career as a designer?

Some years ago, I’d just gotten into the university and I was selling designs. When I realized that the talent was inbuilt, and it was something I was passionate about and do effortlessly, I then realised I could monetize it.

I mean, I’d been creating designs for other designers and I eventually felt the need to own my own brand. So, by 2018, I put in some work and was able to start my own brand.

What do you do to track trends and stay in touch with current customers?

When it comes to tracking trends, thanks to social media. We get to see what people are comfortable with, what people call style and what people are in trend with. So, we try to follow suit while maintaining the whole confidence mission we set out to achieve. So, social media is a big help in tracking trends. And then keeping in touch with my client base because I worked as a client executive. I was trained to keep in touch with clients and keep that relationship going anywhere I work, which includes my brand. I do a feedback survey and I get responses. I also have a feedback channel. With that, we try to stay in touch, get personal with them, e.g., sending them anniversary greetings, birthday messages, etc. This really excites clients and they refer more people, that way we get really close and keep the relationship going.

What is unique about your brand?

I would say creativity because that is my talent. I put my creativity into the brand, also customer relationship and the fact that I’m a woman in a menswear fashion space.

What is your favourite fashion memory?

When I learned that Virgil Abloh, apart from being the owner of the Off-White brand, worked with Louis Vuitton. And then I realized he became a lot more popular with his own brand. And it was more intriguing when I realized he didn’t need to do much. He was all about freedom and fashion. He’s late now but the memory of his brand is something I cherish a lot.

What are your responsibilities as a business owner?

A lot; from human management because I manage people, to general business management and finances, particularly in a business that is a bit volatile and in an environment that is struggling with government policies.

What’s the toughest challenge you faced so far?

Well, I’ll first start with the ones I can’t control, mostly government policies. You wake up to new bills, price hike, whether it’s diesel, raw materials, tariffs, and also the fact that I’m a woman in a menswear fashion space, I deal with some misogynists. You have men who find it difficult to believe you can actually give them value for their money. So, it takes a lot of convincing for me to achieve that.

What will you attribute your success to?

First discipline, dealing with the opposite sex, needs a lot of discipline. Then my workforce, I make sure I cater for people who work with me, their welfare is never compromised and I don’t compromise my company rules, regulations and standards and I also take a lot of calculated risks.

What’s your value proposition and reasons why your product is needed?

Let me just say one word, we strive to build a team or tribe of stylish men that are comfortable and confident wearing our brand.

Some years ago, I’d just gotten into the university and I was selling designs. When I realized that the talent was inbuilt, and it was something I was passionate about and do effortlessly, I then realised I could monetize it. I mean, I’d been creating designs for other designers and I eventually felt the need to own my own brand. So, by 2018, I put in some work and was able to start my own brand

How do you handle disagreements in designs with employees?

I think dialogue. One thing is I don’t shun my employee’s ideas, because I’m not an island. So, I try to see reason why they’re objecting to my ideas. And if it makes sense, we’ll go ahead with theirs.

How do you ship to your international clients?

We’ve tried to build a relationship with a courier service company, which is DHL. So, it’s made our work easier and now we ship to anywhere and everywhere, locally and internationally.

Where do you see your company and brand in the next five years?

Going global. I hope to have outlets in major cities in Africa and outside Africa. So that Africans in the diaspora will be comfortable wearing African attire wherever they are.

How much time did it take for your company to earn profits?

It took almost 12 to 16 months from the time we created the brand to break even. It wasn’t easy, but eventually with consistency, we were able to break even.

How did you come up with the name for your brand?

There’s a backstory to that actually. So, there are two words in our company name

which is Leone and Grey. I couldn’t secure grey as in grey clothing limited. So, I had to add Leone, which we coined out from my clan name where I come from.

How do you allocate resources at your business?

Well, when it comes to allocating resources, I just do the simple economics in business, which is the scale of reference. What needs to go, goes, and what is considered as top priority will be attended to.

What was your mission at the start of your company?

Well, for me before profit, even though the simple goal of our business is to make profit, I’ve always wanted to create a brand where people feel confident wearing my brand’s product and also give value for their money. So yes, comfort, style, confidence.

If you were to branch out, what would you be?

If I was to branch out of where we currently are, I think I’ll be thinking first, Lagos before international.

What notable names will you love to work with in the fashion industry?

Locally, ‘Africana Couture’ because of the level of creativity. Internationally, a whole lot. Being one of my biggest inspirations, if the late Virgil were to be alive, working with him would have been my biggest dream come true.

How do you plan on revolutionizing menswear?

I want a situation where you can pick up your outfits and we’re not talking about a Western outfit now rather the traditional outfits we make, you can wear to anywhere and it’s comfortable, it’s not all ceremonial, it can be as simple as you want it to be and it can also be as complex as you want to be, but then you should be able to wear it to anywhere at any time. For example, trying to make lounge wears while still maintaining the African concept.

Advice for aspiring women in business?

Be resilient, consistent and disciplined.

It takes a lot to keep that and know your finances. Once you get overwhelmed, know when to take some time to cool off. I mean you need a break once in a while.

What would you describe as your favourite fashion items?

My lip gloss, a pair of glasses and my scarf

Favourite travel destination

I love the islands, so I think anywhere you have a beach, water and a beach house would be my favourite travel destination.

How do you take time off work?

I barely have time outside work, so when I do, I just try to sleep and rest my brain. Sometimes, I just take a walk to relax.

Favourite meal Pasta

What’s your definition of style?

Simple, chic and classy, with a bit of modesty

Favourite designer perfume, bag and shoe

Dior, Hermes, even though it’s expensive and Kenneth Cole.

Your mom’s advice that has stuck with you till now?

Wherever you find yourself, always remember where you’re coming from.

Favourite sport, weather and colour?

Basketball, summer and burnt orange

Looking back at your life, what would you tell a young you?

Troubles will come, you can’t avoid them. Even if you were born with a silver spoon, brace up, because the troubles will keep coming.

What are your hobbies?

Working on illustrations, watching movies, I love to sleep, I also love traveling.

Your most cherished gift and who was it from?

A writing pad which I’ve had for six years. I cherish it so much because then I’d carelessly mentioned starting my business and I wrote it down in that book. The year I’d love to start the business and eventually it came to reality.