How the culturally diverse background in Northern Nigeria inspired Precious’s artistic expression.
Precious’s journey into the world of fashion began at an early age, where her innate fascination with mixing and creating new designs from her mother’s vintage pieces was unmistakable. Growing up in the culturally diverse Northern Belt of Nigeria further fuelled her artistic expression, as did the musical influences of icons like Fela Kuti, whose fusion of music and fashion resonated deeply with her.
Unlike the conventional parental expectation for children to pursue STEM courses, Precious’s parents supported her unconventional path into the fashion industry. She strategically pursued degrees in languages, focusing on Russian and French, to deepen her understanding of different cultures, as she believed fashion and culture were inherently intertwined. ‘Languages lead to fashion because they serve as a bridge for connecting with people,’ she explains. Today, she is fluent in seven languages, including Yoruba, Ibo, Hausa, German, and Swahili.
Her journey towards realising her fashion design dream gained momentum during her university years, where she designed pieces for beauty pageants, honing her skills in the process. By the time she completed her degree, she was certain that fashion was her calling. Concurrently, she enrolled in illustration courses to enhance her drawing skills while already designing pieces for clients.
The birth of her business, Ivory Afrikaan, stemmed from her win in a university beauty pageant titled the Ivory Queen, symbolising her intent to serve the black African woman. Recognising a gap in the market for women focused fashion brands, she seized the opportunity to cater to this niche by creating contemporary pieces that celebrated colour and the African community.
Precious’s introduction to British Council programmes came in 2019 when she responded to a call for a sustainable fashion grant. Prompted by the environmental impact of the fashion industry’s waste, she pitched an idea to recycle fabric waste by transforming it into reusable thread. Although she wasn’t awarded the grant, she remained undeterred, embracing sustainable fashion as a core value of her brand. She incorporated clay into her jewellery and fashion accessories, a departure from traditional materials like plastic or wood.
In 2023, the British Council offered Precious a transformative opportunity to participate in the Creative DNA at CANEX@IATF2023 programme in Egypt, owing to her innovative approach to sustainable fashion. The exposure and networking opportunities provided by CANEX catapulted Ivory Afrikaan onto the global stage. ‘I am forever grateful for the opportunity because it opened doors that I never thought possible,’ Precious reflects. Through CANEX, she secured global stockists and expanded her business into interior design through a collaboration with an international designer impressed by her style.
Her participation in the Creative DNA Africa programme further accelerated her entrepreneurial journey in the fashion sector. Mentored by industry experts of international repute, Precious honed her pitching skills and business acumen, gaining invaluable insights into the fashion industry’s intricacies. Her pitch for sustainable fashion using clay won her a grant, alongside numerous orders garnered through her participation in the programme.
Looking ahead, Precious is on the cusp of releasing her new collection, the Zodiac Collection, and is implementing insights gleaned from the Creative DNA Africa programme to propel Ivory Afrikaan onto the global stage.
Our Impact Stories is a curated collection of individual stories showcasing the impact of British Council programmes across Arts and Culture, English and Schools Education, Higher Education, Non-Formal Education, and Technical and Vocational Education and Training (TVET) across Sub-Saharan Africa. From fashion entrepreneurs in Ethiopia and Kenya to educators in Rwanda, animators in Nigeria, and heritage preservationists in Zimbabwe, the book captures the breadth and depth of what our programmes make possible when ability meets opportunity.
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