How did you start out?
I used to live in London, I studied fashion and I always wanted to create something that had sustainable qualities, or something to do with ethical fashion. I’m from Ghana and basket bags are very popular in my country, but nobody had done anything new with them. So after finishing a BA in fashion from Kingston University in London, I decided to come back to Ghana and recreate the bags, turn them into something new. In Ghana, they’re just baskets that people use for storage and I wanted to turn them into something else – a bag that’s fashionable, that can be used for a night out or for a day shopping. That’s how it began and it’s gone really well so far.
Why did you decide to have the bags produced in Ghana?
I make them in Ghana because there is a community of weavers in the north. It’s a skill that has been passed on from generation to generation – I’m harnessing their skill, so that people can hear about it internationally. It’s placing a bit of a spotlight on the weaving techniques that we have here.
Where were your bags first sold?
In Anthropologie. That’s how it all began. The buyers got in touch with me after seeing the photos of my bags on my website. They wanted to see samples and when they did, they were very happy with the quality – they were blown away and were really supportive of African design. After they saw my samples, they placed an order. The production time was quite tough, I had to increase my number of weavers.
Where would you most like your bags to be sold?
I’ve always wanted to be stocked in Liberty [department store], they are my number one target. But when Anthropologie got in touch it made me believe in my brand more. And my first delivery to Urban Outfitters stores is in March 2016, so at the moment I’m working on the production for that. It happened the same way, buyers at Urban Outfitters saw my products online and put in an order.
How do you deal with the logistics of shipping to other countries?
Because there aren’t lots of companies that produce their products in Ghana, there’s support for designers who export their products made here. So the logistics are quite easy – shipping is very affordable, because the government wants to support ‘made in Ghana’ products. They helped me with the timeline of exporting and where exactly I should ship to.
How was the business grown?
I began with just me and three weavers. And in the space of a year we’ve grown to have 45 weavers and four full-time staff. And I have a branding team on a contract in the UK.
Is social media important for a fashion business?
Yes, definitely. I feel having a social media presence, particularly on Pinterest, Instagram and Twitter, widens your reach to international buyers. All the buyers are on social media and if they really like your product they will get in touch. It has been useful for getting press coverage too. I tweet, and follow, a lot of magazines and blogs that I think would be interested in my brand.
What advice do you have for others thinking about starting a fashion business?
I would advise them to work really hard and if they have an idea they would love to explore, they should really concentrate on it. I had a lot of time when I was in the UK where I was so confused with what I should do. And one day it just struck me and I packed my bag and moved to Ghana – having that boldness can make you powerful. It’s been the best decision, if I was still in the UK I wouldn’t have achieved what I have.
Akosua Afriyie-Kumi is the founder of AAKS
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