Aziza Atta is CEO of Ozoza lifestyle which focuses on fashion, accessories , arts and culture. In addition, she is involved in legal consulting having worked as a corporate lawyer in London, Dubai and Belgium for International Law firms. In this interview with Yetunde Oladeinde, she talked about her passion, life as a designer, the African queen series, challenges and more.
TELL us about life as a designer working on Luxury items.
I think that life for most entrepreneurs follows a pattern regardless of the item being showcased. It involves planning, investing, designing, manufacturing and getting the product out to the public. We are very fortunate to have clients who are engaged and give us constructive feedback that we can incorporate into our designs each season.
What inspired you to go into the sector?
The process through which I entered into this sector was a very organic and gradual one. It stemmed from a passion for West African culture and style. We have a very rich heritage on this continent with so many inspiring personalities who have played a large role in contributing to human civilisation. The inspiration from our heritage manifested itself through a desire to display this legacy through clothing. A considerable number of people globally are not aware of the rich and varied tapestry of African heritage and get a one-sided view from the media. This also motivated me to share West African culture with the world in a way that is accessible.
We run a series of seminars and webinars on West African culture and history. Our African Queens series has had a very positive response globally. Our collections are inspired by these themes and thereby fashion is interwoven with history and culture. We have presented the series physically at various venues and are now running the series via online webinars. Please stay tuned to our social media pages and website for the timing of the next event.
What are the challenges you envisage?
Prior to the pandemic we ran regular pop-up shops and seminars of African Heritage which enabled us to engage with our clients face to face. It was a very energising process. We also run an online shop and sell our items online to our clients. We were able to cater seamlessly to all demographics, those comfortable with online shopping and those not. The current pandemic has shown us that technology has to take a larger role in conducting business and engaging with clients. We need to support the industry in this new phase.
What can be done to make things better?
In West Africa people are already using payment methods that they find more accessible. Mobile Money is de-rigeur on the continent. People generally view items online and then make payments via a plethora of payment systems. However, they are more comfortable with payment systems that do not entail providing details of debit or credit card numbers. Things are already getting better and the market has adapted to suit the buying style of the West African customer. People should also take advantage of the various online training programmes which will enable them to become more digitally savvy. We also need to support our youth that do not have access to the technology with training to make sure that they can also get the training required to be digitally up to speed. Ozoza Lifestyle is doing this through our Corporate Social Responsibility programmes.
What were you doing before this?
Before starting Ozoza Lifestyle, I worked as a city corporate lawyer in London, Dubai and Belgium for international law firms Freshfields Bruckhaus Deringer and Norton Rose Fulbright. I am still involved in legal consulting globally.
Tell us about your life as a designer. What inspires your designs?
I really do feel inspired by African culture and style. It is so deep, rich and colourful. Because of our oral tradition a great deal of African heritage has not been documented. We also do not have as many archeological remains as some other civilisations due to the decomposition of material used to make structures over time, but also due to the destruction of these structures. However, if you are determined enough and you do enough research you can get a deep enough understanding about people lived in various eras of African history. At Ozoza Lifestyle we are deeply engaged in this research and our designs are inspired by our findings.
What was it like in the beginning?
Every entrepreneur knows that starting in a new field is very intimidating at first. You are essentially taking a leap of faith into a new area. It takes time before you start to get a feel for the industry and the market trends. The learning never stops as with anything that one wants to move forward in. You just keep learning. You make mistakes, you get up, you keep going.
What are some of the memorable moments in the sector?
Launching the African Queen Series. This is a series where we focus on African Queens that have left a legacy that we can learn from today. The research process, working with academics and presenting to the public has been such a fulfilling process. We have all learned so much. Our last collection was also inspired by African Queens. We are currently running a series of webinars on this.
What were the initial challenges. Did you feel like quitting at any point?
The initial challenges were setting up our online portal and making sure it was client-friendly. I think giving up is something that crosses everyone’s mind when engaged in a challenging activity. It’s part of the process. One just has to keep on going till you cross the threshold and then get into the zone. Then you have a smooth flow and then comes the rocky patch again. That’s the rhythm of it.
Tell us about the people you admire.
My mother for her strength, patience, wisdom, generosity of spirit and compassion.
What are the other things that occupy your time?
One of my favourite hobbies is the Non Governmental Organisation (NGO) that I work with which focuses on offering empowerment workshops for community leaders and youth in deprived areas. It’s really fulfilling work and I work with a wonderful team of volunteers. Our workshops are very interactive and it’s wonderful to see them engage positively and grow as a result. We also run food drives for the needy and have been very active during Covid-19 period.
What is your definition of style?
My definition of style is something simple, classic with a bohemian edge. Comfort is queen.
What are the things that you won’t do in the name of fashion?
I wouldn’t go against my ethics.
Who or what do you consider as the greatest influence in your life?
My faith, my mother, my family and some wonderful people I have met along my journey so far.
How do you describe Nigerian designers today?
I would say that they are dynamic and inspiring.
How would you describe their performance on the international scene?
Nigerian designers have made considerable headway in the international scene but I think it could be much more considering the incredible talent that there is in the country. It would be great to see more initiatives that supports designers in being able to showcase more of their work locally and internationally. We have a huge population within Nigeria itself which needs to be catered for.
What lessons have you learned working in the sector?
Listen to your clients. They provide invaluable feedback.
