The love for colours and creativity at coming up with designs has led Fatima N. Adamu to drop a high paying job at an energy policy firm go into fashion.
She is the Founder and Chief Executive Officer of Carters Kaftans, a leading importing and creative kaftans designs start-up in Ghana.
The Journey
After graduated from University for Development Studies (UDS) with a bachelor degree in Integrated Community Development Studies, Ms Adamu worked with an Energy Policy Company for three years.
During that time, her zeal for entrepreneurship began to surface that cut her stay at the job short. To this end, Ms Adamu who is in her late 20s decided to start her business.
Narrating her story to African Eye Report at her residence located East Legon, Accra, she explained that the other motivating factors that led her to set up the business were: “The hunger to succeed and the need to be financial independent”
Although, Ms Adamu had no training in fashion and design, she had lots of ideas in the beginning , so she chose to go into fashion because of her love for colours and creativity at coming up with designs.
“I do not know how to sketch but I know how to put two to two together and make it look beautiful”, the beautiful but humble CEO stated.
Ms Adamu who hails from the Upper Region of Ghana, noted: “Friends would contact me to help pick their clothes or help them shop, so I started Carters Kaftans by importing beautiful occasional kaftans from Indonesia in the late 2012″.
” I then registered my Company in February 2013 and supplied kaftans on wholesale and retail to the Ghanaian market . As time went by , I noticed people were more attracted to the clothes I wore so I decided to introduce my new Line; Modest Wears from Turkey”, she added.
Currently , Ms Adamu designs her own Modest Wears as seen in the pictures. She is poised to bring out better designs by the grace of God, so watch out for her designs. While plans are at afoot to introduce men Modest Wears into her product line.
She also disclosed that after successfully establishing Carters Modest Wear as a luxury brand, she intends venturing into Event planning and Decor. To this end, Ms Adamu is currently taking a training course in Events Planning and Decor and would soon come out with a brand which will make events in the northern parts of the country.
From a humble beginning, Carters Kaftans is now a household name in Ghana. Currently, it provides kaftans for the female population in the West African country.
Stood Against Odds
Ms Adamu stood against all odds to build the fastest growing modest wears brand in the country with small savings and family support.
With the meteoric rise of modest wears industry in the country, most industry watchers say Carters Kaftans is one the companies to watch.
Her starting-up story is not different from the hundreds of entrepreneurs profiled by the African Eye Report but her ambition to provide kaftans to hundreds of people at an affordable price is unique.
In her own words: “If your customers are satisfied with your designs, they talk about you and more people get to know your brand. And, you will be rewarded with more sales”.
The company is succeeding because Ms Adamu continues to serve the needs of the people. Her customers are her most prized assets, thus providing them with quality and prompt products is her topmost priority.
She guided the way and did it with skill, style and high passion and dexterity. She had the right products (kaftans) and at the right time – which translated into high demand on a mass market scale.
But all that would have been worthless without her unique brand of commitment, high energy and sheer determination, and the zeal to change the modest wears industry in the country.
As an young indomitable entrepreneur, she never allowed the different headwinds to weigh her down. Ms Adamu rather turned those challenges into gold opportunities.
Advice to the youth
“Whatever you set up to do, do it to the best of your ability, concentrate and think outside the box. Be prayerful and communicate to God what you want”, Ms Adamu advised the youth.
She also advised the youth to take their education very seriously, saying you cannot achieve much in any field without education. It is the catalyst of growth and development.
To young people who want to get money overnight before they start a business, Ms Adamu said: “You don’t need so much money to start a business with”.
Similarly, she encouraged them to start small, be focused, and do not copy people who are way above you blindly.
To quote an American author and entrepreneur, Brian Koslow: “If you nurture your mind, body and spirit, your time will expand. You will gain a new perspective that will allow you to accomplish much more.”
This quotation best fits well with the humble and affable Ms Adamu whose story can be told in several ways.
Entrepreneurship is a key driver of our economy. Wealth and a high majority of jobs are created by small businesses started by entrepreneurially-minded individuals like Ms Adamu.
People exposed to entrepreneurship frequently express that they have more opportunity to exercise creative freedoms, higher self esteem, and an overall greater sense of control over their own lives.
As a result, many experienced business people political leaders, economists, and educators believe that fostering a robust entrepreneurial culture will maximize individual and collective economic and social success on a local, national, and global scale.
By Masahudu Ankiilu Kunateh, African Eye Report
