Sunday, July 14, 2019

At MyQ, We Design For Ladies Who Are Sure Of Themselves - Yeside Laguda

Yeside Laguda is a  great fashion designer. She is good at what she does for a living. A few days back she spoke about her success story. She told Citypeople online Fashion and beauty Magazine what has been her staying power in the Fashion Business.

Determination and the ability to reinvent, re-orientate oneself and business to suit business environment and self. Life isn’t static, it moves and you move. After my second son, I realized I couldn’t cope with client orders and tend to my growing babies at the same time. I would leave home  for appointments early not seeing them, and I would rush home  to spend time with them and realize they were already asleep. One day I burst into tears and decided I wasn’t doing it again.

So we switched and I started my ready to wear line. We started producing in Istanbul as well as locally and that went well. Then the exchange rate hit. We had to stop producing abroad (mind you most of my tailors had left). We had to fully produce in Nigeria. 

It took another 2 years to restructure and get on momentum but we did it. A long term plan and business structure is also very important. A plan helps you pace yourself, you can tick off accomplishments or go back to the drawing board when you need to. I can’t over emphasize the power of structure, it keeps you sane. We have been in business 12 years and didn’t start structuring until last year and it changed our lives.

Can you define your kind of designs at MyQ?

Our style is understated chic. Every piece is produced with a lot of thought and details for the wearer. From fabric selection to design, our clients are made to feel distinct without looking like they made too much of an effort. We do “understated glam” right. Our typical client is sure of herself, understands her style and appreciates true style.

How did you discover your talent for fashion?

I have always enjoyed dress selection and started out as a fashion buyer while I was a student. I bought for fashion boutiques, I would do the store layout and create collections (not made by me) for them to sell. I just never stopped. We recalibrated, adjusted to fit as time went on.

How did you convince your mum and dad to allow you do fashion?

That was tough!!!! I had always been very academic so it was a bit of a shock for them. My dad got on board really fast but my mum couldn’t understand. I prepared a short term business plan and showed her, compared it to what I could earn as an employee and she asked if I was sure? 

I said yes. Then she asked if I needed any more money. I said yes, and the rest is history. She went  ahead to build my first shop, and then the second in their house. Housed my tailors, fed them and still supporting them. Without her we won’t be here.

Any regrets?

I don’t have any regrets. Although when bills overwhelm me, I start questioning my decision but it only lasts for 30 seconds. But no regrets whatsoever. God has been kind to me.

Do you feel fulfilled leaving what you studied to do fashion?

Yes l do.l studied BSc Environmental Chemistry. I also have an MBA specialising in Advance Strategic Management and world economy

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