There is a common misconception that Africa does not have anything substantial to offer to the world. However, that has proved to be wrong in countless different ways. One of them is the modest fashion industry. Recently, we got a chance to communicate with an amazing modest fashion designer from Nigeria. She has earned a big name in the African modest fashion industry in a few short years.
The following is a list of the question-answer session we had with her. Please feel free to contact her should have any questions or comments regarding her modest fashion clothing line.
Could you please let us know a bit about yourself and how you started your journey as a modest fashion designer?
I am a graduate of Biochemistry and have worked in the pharmaceutical field. As the founder of “Pearls by Ray,” I am a certified business administrator, a leader who ensures a strong relationship between staff and management. I have successfully distinguished my brand from others by being creative. I am reliable, trustworthy, who always strives for excellence. I am a housewife and a mum.
I established Pearls by Ray as a result of personal experiences I had while studying in the university, it was so difficult and practically impossible to get modest outfits (according to Islam standard, long sleeves, non-body hugging, wudhu friendly, etc). So after graduation, I decided to help women who are like me. Alhamdulillah, many others saw this gap too and have taken up the challenge to make Muslim women voices heard and catered to.
How would you define the mission of your company, and who are your target customers?
Our mission is to continuously build great self-esteem for modest women through quality, elegant and timeless garments using the finest resources possible
To help build a community of Muslim women who are self-reliant, confident, and fearless when it comes to obeying their Lord(modesty).
Our target customers are Muslim women between 25-45years who live in urban areas and have chosen modesty as a lifestyle.
What distinguishes your company from competitors who are offering similar clothing lines? In other words, what makes you special in terms of a modest fashion brand?
Aside from creating designs that are unique and classy, Our customers can relate to the story behind the creation of each garment. It’s as if though we created garments personalized for them which makes them loved and buy from us. We also built Personalized Virtual Styling Sessions for interested customers. We also Reward referrals and loyalty, 10perc of our profit goes to girl child education( clothing for a cause). We run an ethical brand where we uphold morals, do not harm our environment, animals, and people, and contribute to building a positive society.
Why should potential customers buy modest clothes from you instead of going somewhere else?
We do not only sell clothing, we have self-confidence and make an impact. We are on this journey with them, therefore, we understand their pain points and proffer solutions through our clothing line. Our garments are well tailored with timeless designs as do not only look good but also make them feel good. For every cloth sold, it increases the educational opportunity of a girl child.
What has been the response so far from your target customers?
Alhamdulillah, it’s been awesome! We’ve been blessed with really awesome ones who have taken the brand as theirs and wouldn’t stop talking about us to others. The best part is having non-Muslims (who love modesty) on the journey with us which is a confirmation that we are doing something right.
How are you reaching out to your target audience?
Best believe we are harnessing every opportunity that comes our way to reach more Muslim women and others who love modesty. We do this Via social media platforms, emails, and other marketing means.
Are you planning to expand to other markets as well?
Yes, we definitely want to impact as many modest women as possible, inspire more women to take modesty as a lifestyle hence why we are working hard behind closed doors to get people who are interested (share similar values and beliefs with us)in stocking our products worldwide.