On first sight , Idowu Adeyoola Adenusi does not fit the mould of her chosen profession. A footwear designer, lingerie designer and shoemaker , yes shoemaker extraordinaire , she is definitely one square peg in a round hole and she is owning her space just fine.
.An indigene of Epe in Lagos state , Idowu is no run of the mill entrepreneur . With a Bsc in sociology from Houdegbe North American university Benin republic, her journey into the male dominated world of shoemaking started when she clinched a BA in footwear and accessories design from Polimoda International Institute of fashion design & marketing, Master Art in fashion brand management also from Polimoda International Institute of fashion design & marketing.and a Diploma in fine arts, sculpting and mosaic from Academia Di Arte Florence Italy .
In this feature with Moram Musa , Idowu takes us into her worlds of glamour as a lingerie expert – choices beneath & not so glamourous world of Adeyoolas Rehab shoemaking .
MY JOURNEY INTO SHOEMAKING
For as long as I can remember I enjoyed styling my friends. When we were younger I’d put everyone’s outfit together and watch them go partying. I loved to pick up a pair of shoes and imagine what and what I could add to make those shoes pop. At some point during that time I came up with the idea that no matter I’d be a footwear designer and I’d study it. I had fallen for Kurt Geiger and convinced myself that going to fashion school was the only way I could even become a designer there and its what I wanted.
THE STRUGGLES OF BEING A FEMALE SHOEMAKER
Everyday! For a moment every single day, I feel that way and then I remember how much I love it and where I’m headed. Shoemaking is hard in Nigeria. Not enough resources, not enough support. I had imagined coming home to major investors because they could see my path. The footwear industry in Nigeria still has a long way to go.
PEOPLES QUESTIONED MY SHOEMAKING ABILITY
Of course even my own family. No-one really understands or believes until they can see what you can do.
MY VISION AND AIM
I see recognition internationally, not as a Nigerian designer but as a world-class designer who happens to be Nigerian
RAISING CAPITAL AS AN ENTREPRENEUR
Capital is the reason I’m not doing exactly what I want with my brand and turning out collections every fashion season, so it is still a problem but hopefully, I’ll get there soon. I still only make single pieces for interested customers.
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MY YEARS OF EXPERIENCE
I studied about 5 years but I’ve been doing this professionally for three. I started with the repair store and have gradually climbed up.
REACTIONS OF FRIENDS AND FAMILY TO MY PROFFESSION
My family is pretty liberal and supportive, not much was said there but some of my closest friends thought me mad and unwise but I’ve never been one to really consider other peoples opinions. I was old enough, it was my choice.
MY GREATEST FEAR
That I won’t grow. Every day I grow a little and still look back worrying at how slow my pace is or bellyache about my lack of growth. I try to practice contentment even though it gets frustrating.
FROM SHOEMAKING TO LINGERIE BUSINESS
It is pretty easy, I love them all. My businesses combine all the things I love, accessories, lingerie and candy. I also have very dedicated staff and a supportive family, I’m grateful for them.
MY DRIVE IN STARTING A LINGERIE BRAND
I enjoy lingerie, it makes me feel powerful. I know I love shoes more but lingerie comes pretty close. Before I went to school in Florence I sold lingerie and shoes. I just can’t resist a matching set of lingerie or lovely underwear.
