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ohema ohene
Young British designer and LCF graduate Abenaa Pokuaa shares her experiences setting up her own boutique fashion label Ohema Ohene, which means Queen & King in the Ghanaian language of Twi.
Ohema Ohene is in its second year now, how did it all begin?
After
leaving LCF, I went on to work in the industry in a variety of roles
which gave me an great overall insight in to garment design to
manufacture. The decision to go it alone and start my own business came
as a result of losing my job as a design assistant.
It seems like you went straight into the industry after graduating. Did you have a job lined up before leaving LCF or did the job search start after graduation?
Actually I didn't have anything lined up after graduating however I had already started applying for roles in the final few months before graduation. My first job was on the admin side of fashion for a costume company. It was a good experience working on the sales and costing side of things. I was also involved in the design process itself from time to time
Did you feel ready to enter the fashion industry when leaving LCF and what were you doing whilst at college to smooth the transition from student to fashion designer?
Yes. I spent a lot of time with the Open Access technicians and staff over at Curtain Road. They really helped to broaden my knowledge and technical ability and my confidence grew from there. Whilst studying I did as many work placements as possible which if anything helped confirm my ambition to one day start my own company where I could
express
my
own
unique
style.
What important lessons have you learnt since originally starting up in 2008, would you have done anything differently?
Have
a strong network of people behind you, don't try and do everything
yourself. Also get your finances into order! Keep all receipts, don't
let them pile up - do them monthly if not fortnightly, if you can.
Looking back I would have hired staff and interns a lot sooner - trying
to do everything yourself is so tiring! Also, I so would have put a
dedicated sales team in place a lot who can deal with buyers directly.
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What are you doing to get noticed and put your brand out there?
I try to take up every useful opportunity that comes along! I'm learning that the UK is not the only place where you can succeed! There are so many avenues you can take, the internet is a great tool and has given the business access to contacts I may never have found just selling in London. I'm building my brand through the website, via social networking, blogging and by contacting press directly.
How do you stay motivated and inspired?
You've got to believe in your brand and your business. I regard self employment as a great opportunity whereas others may fear it. Whenever I start to feel lazy I just remember that I have a dream and that once its achieved then l can relax!
What resources have you found most useful when dealing with the business side of running your own fashion label?
I keep a keen interest in the financial sector because it affects everything! I also have business support from LYST (London Youth Support Trust) and have found visiting government websites for legal and general information very useful. I also have a great network of friends who are always happy to help…well most of the time!
What advise do you have for this year's fashion graduates from UAL as they start to prepare for their degree show?
Know your market, have your finances into place, plan ahead and be realistic. Don't forget fashion is not just an art form, it's also a business so always have this
in
mind
when
designing.