April Wind Couture thrives in Nigeria’s tough economy with bold Ankara vision

Can you take us back to how this journey started, and share the strategies, resilience, or principles that have enabled you to sustain and thrive in such a challenging economic environment as Nigeria’s?

I founded this brand in December 2017 as a one-woman operation, handling every role from tailoring and customer service to cleaning and errands. I began by producing and selling ready-to-wear outfits with African prints. However, within a few months, I realised the model was highly capital-intensive, and sustaining it at the time was not feasible. As a result, I transitioned into bespoke tailoring, creating outfits for clients using their own fabrics, measurements, and style preferences. This sustained us until the COVID-19 lockdown in March 2020.

By then, we had already grown a customer base and built a small team of 6–10 tailors. During the lockdown, we strategically redirected our resources—tailors and equipment—back into ready-to-wear production, which was always the original vision for the brand. Post-COVID, we completely phased out bespoke services as walk-in traffic declined due to restrictions. Instead, we doubled down on ready-to-wear and embraced digital platforms. We began posting consistently on Instagram, Facebook, and TikTok, with Instagram quickly becoming our primary source of customer acquisition.

Also read: Nigerian stars celebrate fashion mogul Adeola Taiwo Adewoyin

Within a few months, we realised that physical walk-ins were no longer essential, as most customers preferred ordering online. This shift brought significant growth, culminating in December 2020, when we recorded massive sales. With demand steadily rising, the need for more hands, equipment, and space became clear. In January 2021, we moved into a two-bedroom flat and expanded our team to include not just tailors, but also customer service representatives, logistics personnel, and more.

However, despite renovating the space, we were unexpectedly served notice to vacate before our rent expired. This was a difficult setback, but it prompted a pivotal decision—to move into an unfinished property we owned, rather than invest again in renting and renovating. On 17 November 2022, we relocated to that building. It wasn’t a space we could show to the public. Over time, we completed the structure, and today it stands fully functional, housing a growing team of over 32 dedicated staff members.

What started as a one-woman dream has now grown into a thriving fashion brand, staying true to its vision of delivering ready-to-wear excellence, while leveraging social media and innovation to connect with customers worldwide.

So far, the strategies we have used are plugging back profit; producing designs that have high demand to avoid tying down our capital; letting tomorrow take care of itself, while keeping to timelines. Integrity on the job has brought us countless referrals; and giving clients their money’s worth. Our ready-to-wear outfits come with great finishing touches any day, any time.

What inspired the name ‘April Wind’?

The name “April” holds a very special meaning for me. It is inspired by my daughter, whose name represents “opening”, a symbol of new beginnings and endless possibilities. At the same time, it also reflects a part of my son’s name, Windonald, making it a beautiful blend of both my children. Together, the name embodies family, growth, and fresh opportunities—the very values that drive this brand.

What inspired your decision to focus exclusively on Ankara designs, and how has that choice shaped your brand identity?

As an economist, I deeply understand the principle of comparative advantage: we have access to quality fabrics and skilled labour at costs that are far more competitive than in the international markets we aim to serve. This gives us a unique edge in creating fashion that is both affordable and high-quality.

On a personal note, my love for Ankara prints goes back to childhood. My mother owned a beautiful collection and wore them mostly on Sundays. I always wondered why such vibrant and versatile fabrics were reserved for special occasions instead of being part of everyday style. So, when I had the opportunity to venture into ready-to-wear fashion, I set out to reimagine Ankara as a fabric not just for tradition, but for daily wear. That vision led us to create versatile pieces, like our kimono jackets that can be effortlessly styled with camisoles, shirts, trousers, or dresses, and paired with heels for a modern, elegant look.

Our brand exists to bridge tradition and contemporary fashion, making Ankara a stylish choice for every day, everywhere.

Running a fashion business in Nigeria comes with challenges like inflation, unstable power supply, and high production costs. How have you managed these obstacles while maintaining quality and meeting customer demand?

Of all the challenges we face, unstable power supply remains the most pressing. Our work relies heavily on ironing and on the use of high-voltage machines such as the rhinestone embellishment machine, both of which demand constant electricity. Currently, we spend an average of ₦39,000 daily on diesel to power a 20kVA generator that runs only the pressing irons and rhinestone machines. Meanwhile, our sewing machines depend on solar and inverter systems.

This means that whenever we plan for expansion, our first consideration is not additional staff or equipment, but rather upgrading our generator capacity and inverter base. The high cost of powering operations makes scaling difficult, as growth automatically translates into significantly higher energy expenses. Despite this, we continue to adapt—finding creative ways to balance costs, maintain quality, and ensure that our production never stops.

April Wind Couture has attracted clients beyond Nigeria. How did you break into international markets, and what lessons have you learned about appealing to a global audience with a distinctly African product?

From the outset, we’ve met clients who visited Nigeria at fairs, others through our walk-in store, and many more through social media. Instagram especially has been a powerful tool, linking us to clients from different countries. The market is broad and driven by demand. It’s important to know your audience, understand their age range, what appeals to them, and where to find them, so you can channel your content effectively.

With over 40 machines and a growing workforce, how do you balance scaling production with maintaining the unique craftsmanship that customers associate with your brand?

As a tailor myself, I personally draft all the patterns used in our factory. This ensures precision, consistency, and authenticity across every design we produce. Since we currently focus on bulk production, we place a strong emphasis on quality control. Every design begins with carefully crafted samples, which are never sold. Instead, they serve as the benchmark for production, guaranteeing that what customers see online is exactly what they receive.

This process not only maintains our brand integrity but also builds customer trust, ensuring that every piece reflects the standard we stand for.

Looking ahead, what is your vision for April Wind Couture in the next five years, and how do you see Ankara fashion evolving on the global stage?

We aim to establish branches in countries where we currently have high demand, such as the US, South Africa, the UK, Canada, France, and Ghana. To achieve this, we will need to expand our workforce and scale up our factory operations. We also plan to use Nigeria as our core production hub, contributing to the country’s socio-economic development.

Another part of our vision is to own a fashion school, where we can train staff and provide them with job opportunities within our brand. The international market is increasingly embracing African culture, and Ankara fabric is a major part of this trend. As long as demand remains strong, more fashion brands will inevitably key into it.

Which local brand do you consider big in Ankara designs, and which have you collaborated with in the past or are planning to collaborate with in future?

Two brands I deeply admire are Odeva Nigeria and Lisa Folawiyo Studio. I consider them remarkable because of their outstanding designs and the way they beautifully showcase African culture on a global stage. Their longevity and consistency in the fashion industry are truly inspiring. Although we haven’t yet had the opportunity to collaborate with either of them, they remain strong references for excellence and creativity in African fashion.

What kind of fabric is Ankara?

Ankara is a cotton fabric introduced to Africa by Dutch traders in the 1800s. It is enriched with a wide variety of colours and patterns that express African culture—for example, the lion head Ankara fabric, which is often worn by the Igbo people.

Freelanews

Freelanews is a potpourri of news, entertainment, business, events and photos. This is no fake news.