Denise Umutoni is the chief executive of UDE Fashion company, located in Kicukiro. Although it seems like her dream of becoming a fashion designer has come to pass, her journey has just started. While pursuing a Bachelors degree in Business Management in India, in 2015, the stylist took to modeling; this is when her passion in fashion was born. On her return to Rwanda, the 25-year-old designer was determined to pursue a career in fashion. She spoke to Sunday Magazine’s Joan Mbabazi about her journey in the world of fashion. What exactly do you do? I make clothes, bed covers, table flowers and doormats out of Kitenge and crochet. I started the fashion business this year after acquiring training from Ndabaga Impact, a company that teaches women in tailoring. In just a month, I gained skills in tailoring and designing. I usually work on orders, a client informs me what exactly they want me to tailor for them, and I deliver on the agreed time. My office is at home in Kicukiro. Prices start from Rwf15, 000. My clients include men, women, and children. How was it like while starting your fashion company? I started with a capital of Rwf 50,000 that was offered to me by my parents. I bought some materials and stitched a dress and a shirt that I used as samples to draw customers. In two months, I had started getting popular as I advertised my designs on social media. It was a bit rocky in the beginning but my parents gave me all the support I needed. How do you attract customers in this competitive business? I sew unique designs and I have routine customers. I offer people the best service on time at affordable prices because when a client appreciates my art, they will bring more customers. I give my regular customers discounts once in a while. Tell us about your milestones I have been able to get more customers each month, I started with about three customers in a month, at the moment I receive about 10 to 15 customers, a month. I am able to provide for all my necessities. I get more customers at the end of the month as it is a period salaries come in. What has challenged you the most since you started this business? It isn’t easy accessing some materials in Rwanda. Some clients prefer specific materials that are not in Rwanda, since I haven’t started importing materials, at times I lose such customers. However, I am looking forward to importing a variety of materials as the company expands. For now, I am still taking baby steps; however, there is room for improvement. It is devastating when customers take long to pay, while others keep on promising to pay but in vain, this leads to losses. Any plans for the future? I anticipate having my own brand in the near future and to employ more workers. So far we are three. My dream is to showcase my brand internationally and to dress celebrities. What advice would you give to someone interested in starting a fashion business? They should believe in themselves, love what they do, be willing to learn and learn from their mistakes. You don’t need to have much capital to start, use the little you have. To survive, you need to be patient. Avoid going in to business expecting to get profits immediately. A business is like a baby, it grows with time. However, it doesn’t just grow on its own, there are many ingredients needed for a business to be successful. Give it your time and polish your mistakes. Who is your greatest inspiration? I look up to Sonia Mugabo, her love for fashion and hard work empowers me. I am trying to follow into her footsteps. I know it takes enthusiasm, aggression, commitment, and customer care to be a famous fashionista. editorial@newtimes.co.rw
