By Julius Mugaga Tukacungurwa Umoja Standard.
Kampala, Uganda: In a celebration of African heritage and contemporary fashion, NAOMI FASHIONS is revolutionizing the industry with its unique blend of Kitenge prints and high-style aesthetics.
Naomi Fashions embodies the bold, vibrant spirit of African style, blending traditional Kitenge prints with modern fashion sensibilities. The brand’s designs are a fusion of classic and contemporary elements, creating a unique, eye-catching aesthetic that turns heads.
Naomi Fashions features high-quality Kitenge fabrics, known for their bright colors, intricate patterns, and soft textures. The brand offers a range of collections, from statement pieces to everyday wear, including:
The brand draws inspiration from African culture, nature, and urban landscapes, infusing every design with a deep sense of heritage and creativity and caters to fashion-conscious individuals who embrace cultural diversity, individuality, and self-expression.
Leaning on the values of sustainability, quality, and inclusivity, ensuring that every piece is not only stylish but also responsibly sourced and accessible to a wide range of customers, the brand has stepped ahead.
With this sense of inspiration, Umoja Standard News Agency took a step to visit the brand that’s is located along Kabalagala – Muyenga Road seeking to more about it.
In this fruitful endeavor, we managed to meet Naomi Ampaire, the CEO ‘Naomi Fashions’ as we a fashion designer at the brand who revealed that they have been in business for close to 12. years but very active since 2015 and forever.
Here is the one on one conversation with CEO Naomi Fashion, Ms. Naomi Ampaire.
What fabrics and materials do you use, and are they sustainable?
We primarily use Ankara fabric, also known as Kitenge, which is a type of cotton-printed fabrics and our focus is on sourcing high-quality Ankara cotton fabrics.
Can you provide information on the care and maintenance of the garments?
I advise against using strong detergents like OMO to wash Kitenge garments but instead recommend washing the garments with mild bar soap and cold or warm water then, to prevent fading, garments should be dried away from direct sunlight then ironing is recommended to keep the garments looking their best.
Using strong detergents can damage the fabric and cause it to fade as well drying Kitenge garments in direct sunlight can also cause fading.
Do you offer some services for special Ocassions?
Yes, we do customize outfits. We even do bridal Ankara outfits but we don’t strictly do Ankara, even if you have silk outfits, we can incorporate with Kitenge.
So we do braided outfits, we do occasional outfits out of Ankara fabrics.
With same mushrooming businesses, how do you make sure that you stay up to date and you stay ahead of others?
Naomi Fashions stays ahead by knowing our target market, which is corporate professionals who value simple, classy outfits with good fabrics. We focus on casual smart styles and aim to be the go-to person for weekend outfits.
Could we know the journey of your story and what are the values you hold for your company?
Naomi’s passion for fashion started in childhood, and she pursued fashion design despite initial discouragement from others, her father’s support was crucial, and she excelled in fashion design at an international school.
My Journey
This business began as a home-based venture but grew to require a dedicated shop space for privacy and expansion.
We value growth and have bigger plans ahead, as part of our commitment to continuous improvement and success.
What are some of the prospects do you have for your business?
Naomi Fashions has ambitious prospects for growth, including;
Expansion beyond the current market (Uganda) to a wider, international market, establishing the brand as a recognized and respected name globallya, partnering with other businesses to increase reach and distribution and exporting Naomi Fashions branded outfits to new markets.
And our goal is to grow the business and increase its visibility and influence in the fashion industry.
So how do you handle different kinds of feedback to see that your customers are satisfied?
We do this by encouraging open communication and setting clear expectations before creating an outfit. We advise clients on the best designs and styles to suit their body shape, while respecting their choices.
At Naomi fashions, we retain trust by allowing clients to choose a new fabric or design if they don’t like the original outcome but we have policy of not offering refunds, but instead offering to redo the outfit if the client is not satisfied
As well customer satisfaction and building trust through transparent communication and a willingness to make things right.
May you re-emphasize how you set yourself apart from others in the market?
Naomi Fashion stands out by prioritizing quality, meeting deadlines, and offering premium casual smart clothing with a distinct style. The brand maintains consistency, doesn’t compromise on quality, and focuses on a specific product line.
With our moderate workshop and a dedicated team of 7 workers, production is tailored to meet client timelines and market demand.”
Do you also have wholesale services?
For orders exceeding 20 pieces, I offer a discounted rate as part of my bulk purchasing program. Additionally, I provide competitive wholesale pricing for larger quantities and I’m eager to establish relationships with new customers who are interested in taking advantage of these special pricing options.
Can you recommend stylists?
Currently, I wear multiple hats as the CEO, social media manager, marketer, and advertiser for my business. While I’ve yet to leverage influencers or hire a social media manager, I’m open to exploring these options as my business expands.
How do you use the current technology to see your brand grow?
As the owner and model of my boutique, I take great pride in showcasing our products through photography. I personally capture images of every dress and outfit in our collection, edit them, and share them across our social media channels, including Facebook, Instagram, and TikTok.
To maintain a strong online presence, I aim to post updates at least daily or every 48 hours, ensuring our audience stays engaged and up-to-date on our latest offerings.
Elaborate more on your prospects for export market?
When it comes to exporting, my main concerns are the associated costs, paperwork, taxes, and other complexities. As a result, I haven’t prioritized exportation yet, but I’m aware of the necessary requirements, including paperwork, certificates, and licenses.
While exporting is not a current focus, I recognize its importance for business growth. I’m working on it, and I believe that expanding my brand’s reach globally is crucial for success. If you want to grow, try to sell your brand internationally.
Are you going to Boston In October for ICOA Convention to sell your brand?
Participating in ICOA would be an ideal opportunity to showcase my brand on the international market, as I’m eager to attract global partners. By showcasing my outfits, I can share my story, and attendees can experience the cultural essence and quality of my fabrics, as well as my unique style. This exposure can lead to securing partners and wholesale orders, making it an invaluable marketing platform.
However, I’ve decided not to participate this year, as adequate preparation is crucial. It’s not a decision to be taken lightly, and I need time to prepare. Although I won’t be attending, I know others who will, and I recognize the event’s potential for marketing, visibility, and partnership opportunities. Perhaps next year, I’ll be ready to take part and make the most of this fantastic opportunity.
Talk about your prices compared to imported already made Ankara, ‘Kitenge’!
My design process involves carefully selecting fabrics, cutting, stitching, and showcasing each piece. This attention to detail means my prices can’t be compared to those of mass-produced, imported items.
The challenge we face is that customers who are used to lower prices often find it difficult to adjust to ours. Unfortunately, they tend to compare our prices to wholesale prices in downtown markets, rather than comparing them to the prices of other designers who share similar quality standards.
So now do you think, there is something you have left out that you wanted people to know ?
I’m advocating for a mindset shift in Uganda’s fashion culture. Outfits should no longer be seen as solely for burials or quick fixes, but as a means to make a statement and stand out. A single, expertly designed outfit can elevate your style and make you unique.
To achieve this, I recommend exploring the versatility of Ankara fabric, but it’s crucial to work with a skilled fashion designer to bring your vision to life. By collaborating with a designer, you can create a truly one-of-a-kind look that sets you apart. I encourage people to think beyond traditional uses of Ankara and consider wearing it for special occasions, even as a bridal gown, to make a bold and unforgettable statement.