Akosua Afriyie-kumi shares her highs and lows of the last year
Fashion and homeware designer Akosua Afriyie-kumi on the appeal of slow craft, doubling sales in the pandemic and the power of meditation
ghanian-born Akosua Afriyie-kumi moved to London aged 18 to study fashion design. Eight years later, inspired by basket-weaving in Ghana, she decided to launch her own business showcasing its techniques. So she moved back to her home country and in 2015, A A K S – her fashion and homeware brand – was born. Akosua’s pieces are now stocked internationally in stores like Anthropologie, Nordstrom and, more recently, John Lewis & Partners and help support her local communities.
How has work and life changed in the last year?
Dramatically. I had been gaining momentum with the business and then the world came to a standstill because of the pandemic. Production stopped but fortunately I had enough bags in stock to sell online. Then I woke up on 2 June last year to an overwhelming number of orders. The Black Lives Matter movement raised my profile and my sales doubled overnight.
What were the biggest challenges you faced during the pandemic? April and May last year was a worrying time and my 30 weavers had to stop working but then we had the additional challenge of meeting demand when everything exploded in June. I had to bring in more weavers very quickly and barely slept for three months.
How has the past year affected the way you approach work?
I have realised that customers appreciate the art of a slow craft – all my pieces are handmade – and people will wait for their items so I have stopped stressing about that. That’s allowed me to be more creative.
If someone was starting a business, what would you advise them to do?
Find your niche, explore new ideas, tell a brand story that people will resonate with and don’t get too caught up in the planning. Know what you want and just go for it.
What’s your biggest work highlight?
Anthropologie in the US contacted me to sell my first collection of bags in their stores just four months after I launched the business. It really made me believe I was on to something. And Beyoncé had me on her list of black-owned businesses to follow.
Any new interests due to lockdown?
I have started reading more books. I’m a huge fan of Chimamanda Ngozi Adichie.
What helps you to relax?
Meditation! I get terrible insomnia but meditating before bed really helps.
What is the biggest business lesson you’ve learnt in the past year?
A setback is a bad experience in the moment but just another one of life’s many lessons!
Find your niche, explore new ideas and tell a brand story that people will resonate with