Patricia Onumonu is the brain behind Trish O Couture, a top fashion brand and Trish O Luxury Interiors, one of the most sought-after furnishing and interior decor outfits. She speaks with IVORY UKONU about her vision for her brand as well as the pains and gains of plying her trade in Nigeria. Excerpts:
Have you always wanted to be a fashion designer?
Yes, I have always wanted to be a fashion designer. I was born and raised in a home that was fashion personified. My mother was a fashion designer. So, I understudied her. Back in the day, I used to help her sew, bead, draft pattern for baby-sized dummies. So, my life has just been about fashion, fashion, fashion. I sleep, wake up, eat and breathe fashion. Growing up as a child, I visualized myself making clothes.
But did you acquire more knowledge by going to a fashion school?
Not formally. I grew up seeing my mum running her fashion business. For me, fashion school was at home. She ran Henry More Fashion Design Home, which was located at Ire Akari Estate, Isolo, Lagos. So, each time I return from school, I go to meet her in her shop and that is why I believe that one doesn’t have to go to school to study fashion.
At what point did you decide to become a professional fashion designer?
When I got into the university, my passion for fashion grew stronger. At that point, I decided to follow my heart. Trish O Couture was fully born 16 years ago. I began this journey professionally when I was 23 years-old.
How has the journey been?
I must say that it has been a wonderful, exciting and fulfilling one.
What do you find most fulfilling as a designer?
The joy I see on my clients’ faces when they wear my pieces. I like to see women look their best at all times and I find fulfillment in the opportunity that my job gives me to dress them up in my pieces. I am happy to style women. It gives me immense joy to see a Trish O woman look good.
What do you find most challenging as a fashion designer?
My workforce, managing them. Managing people isn’t an easy task. I realise that the older I get, the less patient I am with them. You teach them this craft and it feels like they are unwilling to learn. But somehow, I have been able to devise a means to get the best out of them. Then there is the issue of power. I spend about N3 million just to power the building every month. And let’s not even talk about the tax masters (state government) who bill me ridiculous amounts of money all in the name of paying tax. They go through ones’ bank accounts and automatically bill one based on what they see in one’s account. They don’t care how this money is made, if it is from the fashion business or otherwise. They are less concerned about how we generate power when they should have made power available. It is crazy. So, what do they do with all the tax they collect?
Does the state government have the power to look at your bank account?
Yes, they work hand in hand with bankers. Tell me why they do not bill smaller businesses in Victoria Island where I am also located, as much as they bill me (bigger businesses). The last tax I paid was close to N6.5 million. Am I making up to that amount of money, can I even save that at the end of the day after you remove the tax and the amount of money I pay for power? Let us not even go to the huge sum of money I pay as land use charge. So, most times, I am only able to stay afloat with the help of my husband.
How are you coping with the economic meltdown?
With the current dollar exchange rate, I am affected a great deal. Before now, I would give one of my staff N200,000 to purchase a few sewing items from the market. Now I have to double that amount. This has made me increase the prices on my services. It is challenging because my clients are finding it very difficult to accept the new prices. Those in the Diaspora are the ones that really appreciate what I do and they have no reservations accepting the new price increment. The ones in Nigeria just copy and replicate my styles. I am not bothered as I am not one to hide my designs. I mean as a designer; you should not hide what you do. So, I put up all my designs and whoever wants to copy, all well and good. I must be frank with you and tell you that most designers in Nigeria are not really making money now because of the crazy dollar rate. The cost of production is nothing but alarming.
What would you consider to be your greatest achievement since you launched out on your own as a fashion designer?
The fact that I can walk into some places and I am easily recognised, despite being a very private person. The fact that people see my designs and they can easily recognise that it is a Trish O Couture piece without being told. Nothing beats that.
You are an upscale designer. Are there people you will not render your services to even if they can afford it?
Very difficult women who are always full of complaints, even before trying out my designs. Such women, I watch them and let their complaints slide the first and second time. By the third time, I would not render my services to them, not even for a billion naira.
Where do you get the inspiration for your designs?
I get my inspiration from what I encounter daily, the things I see or hear.
How would you describe your designs?
My work is a fusion of romance, fairy tales and feminine beauty. The queenly look of the Victorian era has greatly influenced my designs, with the softness of womanhood with the objective of appealing globally to women across borders.
Do you run a fashion school like some of your colleagues?
I used to own a fashion school, but I found out that it was draining me. I needed to be there 24/7 and it wasn’t possible to do so as I have a business to run that required my time as well. The truth is that some fashion school owners get people to run it on their behalf. That way, they are able to concentrate on other things. But in doing so, the very essence of the fashion school, which is the input of the founder, gets eroded over time. And because I didn’t want that to be my experience, I had to shut it down.
What do you tell people who desire to drink from your fountain of knowledge?
I simply refer them to other fashion schools.
What advice would you give to young designers who look up to you?
To stay focused, consistent and persistent. Do not despise the days of little beginnings. It’s not going to be rosy all the way, but your passion will push you to aim to be the best. Keep your head up and aim for positive outcomes. Do not let challenges bring you down; the most important thing is to learn from them.
Are you a member of a fashion association?
Yes. I am a founding member of Fashion Designers Association of Nigeria, FADAN
What is the biggest lesson that you have learned since you started your company?
I have learnt that patience and positivity are required in the face of challenges if you want to have victory.
Do you plan to add a male line to the Trish O Couture brand?
No because the Trish O Couture brand is a strictly female wear brand.
If you were a government official, what would you do to give the fashion industry the support it badly needs?
The fashion industry anywhere in the world is a revenue generating arm for any country and Nigeria is not an exception. I would set up policies and regulations to guard against copyright infrinement in this industry. I would give them tax breaks and provide constant electricity to help move the industry forward. Also, I would empower women by building a well-equipped school where those who desire to learn the craft can come to learn so they can get something going for themselves. I would also raise money for the talented ones who require funds to start up or move their business to the next level.
What is your take on the proliferation of fashion shows in Nigeria?
I do not think we have too many fashion shows, but I believe it is good for the designers. It is publicity for them. My only issue is the cartel that controls the fashion industry. Most of the fashion shows play politics, they only pick those they know and ignore those who should truly be showcasing their designs.
What are the three things that make you stand out as a fashion designer?
My simplicity, creating original designs and adapting to evolving fashion trends which I incorporate to my Victorian designs.
What are the three most important things a fashion designer must consider before making a dress?
The client’s body size, body shape and the style of the dress. The style must be one that should suit the client’s body size, shape, age and her lifestyle. I will not dress up, say, a 50-year-old in a style that will be better suited to, say, a 25-year-old.
Have you done any international fashion shows?
Yes, several of them. Glitz Fashion Show, African Fashion Week, London, Paris Fashion Week, Dubai Fashion Week.
What would you consider to be a fashion statement?
Different strokes for different folks. Some would say the accessories, but I believe it is one’s outfit. People will see your outfit before they see your shoes, wristwatch or earrings.
Apart from your fashion brand, you also run Trish O Luxury interiors. What inspired your incursion into that profession?
I believe that interior design and fashion goes hand in hand. I have a flair for and love to make a space look beautiful. When I come into a space, my mind begins to work clock like on how I can transform that space.
Where do you source your furniture and interior decorations from?
Italy and Turkey
Have you thought about creating your own unique and bespoke line of furniture?
No, I don’t have any plan to produce my own furniture for sale because I am already in the fashion business, and it is actually draining because of high production cost and the non-availability of power. So, I prefer to travel abroad, buy my furniture and display for sale.
What are some of the most important furniture one must have to create a luxury but minimalist home decoration?
A modern multi-purpose movable shelf. This can be placed anywhere in the house, whether in the study, balcony, or partition between the living and dining room, and the versatile open shelf will fit perfectly.
A reminiscence from the past, at least one antique piece of furniture. With each passing year, its importance will grow, and it will become a precious piece to decorate your home.
A timeless console table.
Accent chairs for that extra oomph.
A humble table and chair for two. It could create a romantic getaway, a recharging spot, or a reclusive station for some alone time. Place it in the kitchen, or make it a dining table for two, convert it into a coffee table in the bedroom or balcony, or even a cute little study for the toddler, choose the role you would like the table with two chairs to play.
Freestanding stools.
A versatile ottoman etc.
To what do you owe your success?
I owe it all to God, then to my husband who has been there for me financially, providing me with everything I need.
How do you unwind?
I am actually a very dry person, but I love to cook. I wish I could swim but I can’t, so I love to just be by the pool, lounging.
What would you say must have significantly shaped you to be who you are today?
My husband, my father and my mum. My father used to be a military man and I learnt from him the art of discipline and creating time for things, you know, not sleeping when you should be working and all of that. My mum taught me the virtues of hard work. My husband taught me to be accountable in whatever I do. Like my father, he is a very disciplined person. He taught me how to make money.
How long have you been married to your husband?
19 years but I have been with him for 21 years. I met him when I was 20 and got married when I was 22 going to 23 years old. I got married when I was in university and had all my kids while in school.
About the Author
