How Helen Chukwu is Redefining the Entire Fashion Industry in Africa

For as long as I can remember, the world of fashion has been my playground. When I went to Nigeria from London six years ago, I noticed that there was no stability in the African fashion industry’s production.

The facilities were subpar, the garment quality was far from ideal, and the personnel lacked both education and the essential skill sets.

Fast forward six years to the present, and the situation is much the same. There are persons on the streets looking for work, self-taught in the fundamentals of tailoring and machines, attempting to make a career by adjusting people’s clothes.

I knew I wanted to remodel this area six years ago. As the founder of Helen Couture, I believe I’m on the right track. I recently had my first big break thanks to a Forbes profile; as an entrepreneur, you may be able to empathize – it feels great to finally be heard and to have reached the first milestone of your ambition of working with and being one of the game-changers in your field.

If, like me, you’re on a quest to create a brand that will have a genuine impact, enhance the lives of future generations, and reshape the way an industry operates, I have three pieces of advise for you. In my experience, these three’steps’ intertwine and constitute a type of self-reinforcing circle. Following this method with passion, purpose, and persistence will help you make waves as an entrepreneur.

1. Build self-reliance

Among the numerous quotes I’ve saved, one of my favorites has always been one by Ralph Waldo Emerson, who said: “Be yourself – not a poor imitation of someone else, but your finest self. There is something you can do better than someone else.” It wasn’t until the COVID outbreak that I realized how important this message was.
I’m sure you’ll agree that the epidemic highlighted the need of looking inward and discovering and utilizing our own abilities. In times of enormous uncertainty, we were obliged to look to our own people – to our own communities and countrymen – to find ways to be self-sufficient.

We could no longer export anything for a living or import what we had grown accustomed to having from abroad. We couldn’t put our trust in China. Or even in India. Alternatively, in Indonesia. Alternatively, any other country. We had to rely on ourselves, and when we fell short, we had to improve ourselves. And those who couldn’t figure it out grew to rely on individuals like us – the ones who did figure it out.

If you’re an entrepreneur in another area of Africa (or any other emerging region of the world), I’m sure you’ve noticed this in your field and in your community.

As a result, my first piece of advise to you on your journey to developing a resilient organization is straightforward: accept full responsibility. Accept responsibility. Make yourself at ease in your own flesh. Learn how to produce the highest quality work – work that you can be proud of – using the tools that are already accessible to you in your own country. Be bold enough to begin where you are.

2. Empower, educate, empathize, repeat

Despite macroeconomic and political problems, Nigeria has made remarkable development. We’ve honed our skills in agriculture. We have established a robust oil and gas industry.

Why can’t we apply the same logic to fashion? Improvements in the fashion sector in Africa’s “big metropolis” can produce jobs, empowerment, and inclusivity for future generations. Where do we begin? Through education.

I’ve always felt (at least in Africa) that empowering one woman empowers a whole household. And, in my opinion, education has always been the finest path to empowerment.

I know what you’re thinking: it’s simple for large multinational firms like IBM or Target to devote a portion of their CSR resources to education, but it’s difficult to invest in it as an entrepreneur.

I’m here to tell you that it isn’t, at least not if you consider it a vital element of your operations. For example, at Helen Couture, while we have a booming manufacturing area that produces beautiful products, we also focus on teaching the women under our wing in tandem with their employment. Furthermore, we know that education isn’t enough; empathy is essential. Different organizations display empathy in different ways. Microsoft Garage is a lab program that supports employees’ side hustles. Audi makes an effort to hire and train veterans. Apple constructs wellness facilities.

In our situation, because the demand for maternity is the leading source of attrition among young female talent in Africa, we intend to provide a safe hub for our colleagues to bring their children.

Education, empowerment, and empathy, in my opinion, are critical in creating a trusted and loved venture. You can find a plethora of innovative ways to incorporate them into your culture, and I encourage you to do so. Begin small, but begin. Adhering to these values will distinguish you as a leader.

3. Obsess over quality to compete with the best in the world

After you’ve decided to be self-sufficient and committed to empowering your team, it’s time to improve your value proposition to customers. To me, the most important differentiation is quality. You should be obsessed with perfecting your product until it is on par with, if not better than, the greatest of the best in the world. Our objective is to develop a fashion house that blazes a trail for the excellence of what is created in Nigeria for the rest of the globe. We are definitely ramping up production and will be able to produce 10,000 clothes per day within the next several years. But we will not lose sight of the importance of quality.

If you plan to (or are already) compete for highly demanding clientele from the United States, United Kingdom, the Middle East, or Asia, especially through a creative or luxury venture, quality is your golden ticket. If you compete on pricing, you may find it difficult to compete with Chinese enterprises in a mass-market venture. However, if you dedicate yourself to exceptional design, innovation, and quality, you will be noticed.

The better your creations, the more you grow and the more self-confidence you develop. You return to step 1 and step things up a notch. It’s an amazing loop.

I believe that all entrepreneurial initiatives dedicated to empowerment and impact will have beautiful paths, touching and advancing thousands of lives. My final bit of advise to you, regardless of where you are on this path today, is to remember that Rome was not built in a day. Continue placing bricks one after the other. Have a long-term perspective on your vision. You’ll make it. I’m sure we’ll all do it.