UrezkuLture
Better known as Ije ShaKárâ, Ijeure Ezebuike Onwadike is a Nigerian Multi Award Winning Accessory Designer. She is the current Creative Director for the Celebrity Luxury Accessory Brand, urezKulture which started officially in 2001 as a business.
A sublime combination of beauty and brains, the veteran raw talent was born on 14th November 1984. She hails from Imo state and now married with three lovely kids.
Often referring to herself as the wardrobe magnifier, Ijeshakara’s taste is impeccable, skewing towards the type of playful Avant garde pieces that befits fashion slayers. She is one with a keen eye for business, details and fashion.
It goes without saying that the indigenous accessory fashion brand urez-Kulture has been the most heavily covered African Millinery Designer Label on Nigerian Social media platforms the past twelve months and this shows no sign of abating.
It is very rare to find a designer that offers more than just jewelry, hats and clothing. But urezKulture has broken that bar by establishing urezKulture as a celebrity luxury accessory brand in
Africa. unsatisfied with resting on her laurels, the creative designer of the brand recently presented her SS17 IJÉ NGÁLÁ Cruise Collection, which was inspired by the 1950’s glamour in high society. She said the collection set the stage for an elegant and timeless wardrobe for the urezKulture SlayQueens to redefine African luxury to Africa and the rest of the world.
ure started beading at an early age of 8 and used to make long neckpieces and bracelets from her mum’s stash. ‘I would cut up pieces from my mum’s fabrics to make cute dresses for my dolls and as the years flew by, people would always commend on any of the pieces I had on be it jewelry, hat, bag or dress. Most times I don’t get to take the pieces back home with me. They would insist on buying them there and then because they believed that since I made them, I could always replace’ she said.
Though a project manager by profession, ure derives joy in creating fabulous timeless and unique show stopping pieces ranging from hats, bags, jewelry, footwear and dresses for women who are stylish, confident and classy. I love it when she says ‘my slay queens are always head turners at their various functions’.
Speaking on how lucrative the business is, Ije says you have to first be passionate about whatever you do, work on your substance, technique and be consistent, and then the money will come.
When I asked about the challenges she has faced, Ije pointed out the lack of ready raw materials, power supply and lack of skilled workers as the major setbacks. Her father also wasn’t in support of her choice initially, ‘My family had no history of any business personnel. Back then, before he would even agree to give me money to go back to school, he always insisted I pack up all my work tools and materials and present to him for safekeeping, so he was certain I would spend his money on academics and not on my business’. He couldn’t comprehend why I didn’t want to thread the professional path’. She explained.
I allowed ure droll over her own handwork for a few seconds, and she went on and on ‘my design aesthetics are unique to me. You can always single out any of my pieces in a crowd. They are obsessively breathtaking show stopping pieces. They have the ability to transform any outfit and breathe life into even the oldest of wardrobes. The amazing prettiness of my pieces keeps our clients hooked and always coming back for more. I also try to have a good customer relationship with my clients’. I could only imagine.
ure further advised young entrepreneurs trying to walk this path to get their priorities right, stay focused, be diligent and stay on God’s lane. She also added that the fashion industry has come a long way. African designs are now seen on runways in top fashion shows in the world. Soon African Designers would have their pieces being sourced and stocked by reputable international fashion retailers. I couldn’t agree more!