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Why demand for made-in-Nigeria wears is growing

Hadiza Mohammed ventured into business to meet the fashion needs of mums and girls. She makes ready-to-wear for these classes of people. She says Made-in-Nigeria…

Hadiza Mohammed ventured into business to meet the fashion needs of mums and girls. She makes ready-to-wear for these classes of people. She says Made-in-Nigeria wears are gaining acceptance at the global stage as more people are opting for them.


What inspired you to go into this business?

Creating designs that suit the personality of the person, the age, and the vocation is at the core. At HM creations, the first thing we did was to recognise those things that are particularly unique to us. And we built it into how we presented our brand message. We style our clients by first understanding their pain point.

We do lots of research and do things entirely different from our competitors. We hire talent, we make use of the expertise of other talented people, we ask for advice on how best to build our brand. We do things creatively in our-day-to day activities. That is from the way we work, the way we attend to prospects; to being consistent and yet adding extra unexpected value in our services which have become part of our brand.

Regularly pushing through our comfort zone has in more ways than one enriched our lives and increased our confidence. It has built a picture for me that we use in the way we present our self and brand. We look at other creative talents that are well known and running successful businesses; we research them, we borrow what worked for them and make our own brand based on what we learn.

We define our core strength and milk it. We try as much as possible to be personal with people and prospects that walk through our doors. We streamline what we sell by been just mum and girls’ designers. Our focus is to become expert at what we do than being mediocre at several.


Are Nigerians beginning to buy into made-in-Nigeria wears?

Yes, Nigerians are now beginning to appreciate Made in Nigeria wears; not just Nigerians but the world at large. So at HM Creations, we strive to be a globally recognised brand.


How many jobs have you created so far?

Presently, we have seven staff at our garment construction department. Three staff are in charge of embellishment, one in charge of record-keeping and accounting and one in charge of supervision and one in charge of fabrics sourcing and accessories. In all we have a total of 13 staff. I, on the other hand, oversee the entire activities of my staff, help with the creative designing and interpretation of our designs.


What are your vision and goal and how has technology enhanced it?

Our vision is to compete effectively with the best brands in the world; we want every family in the world to have at least one piece from our clothing line. Technology has given us the ability to connect with our customers via email, blogs, and other social fora, instagram hmcreationsf5. We take advantage of this instant connection to get feedback from our customers, applying it to our business and making every necessary adjustment where it is needed.

At HM Creations, our target audiences are the fashion-conscious mums and girls. We style every woman and girl that understands the concept of fashion and beauty. We style mums who feel the need to always stand out at every other occasion. Making them beautiful and unique is our top priority.

When a woman dresses and looks beautiful, that smile, that confidence is what we always want to see on our customers at HM Creations.


Do you do ready-to-wear or you collect materials and sew?

We do 70% ready-to-wear 30% bespoke tailoring, paying attention to details, and finishing, creating unique and different designs.


As an entrepreneur, what are the challenges you face in this business?

Getting good, committed staff to work for us is a challenge and there is lack of electricity and funding.


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