Hello everybody! Guess who's back with another exciting interview for another edition of STREET @FRICANA "Where Everything is African".
Known originally for it's beautiful over-sized clutch bags made from African Print and leather, THE HOTJEM was lucky enough to catch the brains behind "Eloli" the international brand ran by three amazing sisters (Dibo, Sume and Fese) all from Cameroon!
Yes, Cameroon has some very talented designers so of course I had to reach out to them for an interview which I was lucky to get between their busy business travels from Canada to the UK and back! See what these busy Sisterpreneurs are up to...
THJ: I am sure you have been asked this question on numerous occasions but I am curious to know when the idea of creating ‘Eloli’ started and how did you go about turning your idea into reality?
Eloli: Eloli has been an idea in the making for as long as we can remember. We grew up in a creative household and were always experimenting as kids. Eloli was officially birthed when we were in one of the Yaoundé markets and stumbled upon some great leather. In a moment, it felt like the right time and the right idea.
THJ: During one of my trips to the UK earlier this year, I had the luxury of seeing one of your oversized clutch bags first hand (the clutch bag with the African print material and leather mix) and I loved it! Who comes up with the designs and where do you get your inspiration from?
Eloli: We are involved in all aspects of the creative process. Sometimes one person does a sketch and it's tweaked by someone else and then the color story may be selected by a third person in consultation with the other two. It is a fairly fluid process and we all take pride in the final product. We find inspiration from everyday life. We design for the modern girl and guy living a boldly colorful life.
THJ: From making clutch bags to now introducing other products or should I say ‘re-branded’ as it now includes products such as bold African print shirts and African print cell phone cases for the iPhone and Samsung Galaxy! What brought about this re-branding or expansion to introduce other products to your line?
Eloli: We are a fairly young brand and are constantly working on introducing new designs and products. We started designing the shirts as custom pieces and received such a positive response that we decided to keep them as a regular product offering. We have some really die hard clients who we absolutely love.
THJ: Name two African designers (who use African print as part of their designs) that you admire?
Eloli: Taibo Bacar from Mozambique is amazing. He has such a great sense of tailoring with the right balance of femininity. Lisa Folawiyo has a modern and polished aesthetic. We would wear many of her pieces. London-based Duro Oluwo has great sense of proportion and is a master at mixing prints. The prints in his SS 2015 collection are brilliant!
THJ: I also love Duro Oluwo! His SS2015 is to die for! I am curious to know which two African fashion bloggers that you would like to see rock one of your bags?
Eloli: Folake of Style Pantry. We love how effortless her style comes across and Naomi Mdudu of Fash Pack who is now a Fashion Writer with Metro (London).
THJ: In three words, how would you describe Eloli as a brand?
Eloli: Passionate, adventurous and colorful.
THJ: For all the young (African) entrepreneurs or people who are reading this and would like to get started with their own fashion line (from clothing line, shoe line, handbags to accessory line etc), what advice would you give to them?
Eloli: A fashion business is 95% hard work and 5% glamour. Do your research and balance creativity and good business. Be courteous to everyone you meet because as they say it's a small world.
THJ: Where do you see Eloli in 2 years and what can we expect from it in the years to come?
Eloli: We just opened a showroom and boutique in Yaoundé (après Pharmacie Xavyo, Olezoa) and we are excited about that. We believe in living in the present and staying open to possibilities. We hope to continue to grow Eloli as a brand and have more people globally know and love what we have to offer.
THJ: It must be fun to have three sisters doing business together. Can you tell me how each of your personal styles have influenced your decision making when it comes to the style and designs of your products? “I like rich darker colors; I can wear black and white and navy blue every day. Designing together has opened me up to color. My style also embraces the masculine which comes through strongly in our menswear.” — Fese
“I live life in color and don’t think too hard about what I wear. If I had to describe my style I would say it is effortless, and always authentic. Authenticity is an important piece - it ultimately has to be something I love. I wouldn’t design something I won’t wear.” — Sume “I love bold, bright colors, graphic designs and patterns with very sleek lines. A simple but dramatic aesthetic. The final collection ultimately blends our personal styles for a coherent stylistic identity.” — Dibo
THJ: I see you girls have it all planned out and from all the press attention that Eloli has been getting I can already see bigger and better things happening for the Eloli brand! I wish you all the best and I will surely pay your boutiques a visit when next I'm in Cameroon. Thank you so much for featuring on this edition of STREET @FRICANA and I look forward to seeing your new products.
