NorthArabia Couture on Fashion: We need to produce more and export our creativity to the world

Who says a lady cannot be covered up and be elegant and classy at the time? 

NorthArabia Couture (NC), an online retail store that deals in a wild variety of Arabian wears; from Kaftans, Abayas, Dresses, two-pieces and more defiles this notion. 

All their pieces are uniquely made in lush and luxury fabrics to suit every kind of woman who yearns for a classy and simple look. It was founded in 2013 but rebranded in late Dec 2020 into a luxury brand for every woman out there. 

NorthArabia Couture has been the talk to the town for most modest women and women of class. It’s fast-rising as it’s been featured in both local and international magazines even our very own Bellanaija. Having earned a collaboration with a renowned male fashion brand kimonokollections, it’s been making its mark gradually in the fashion space in Nigeria. It hopes to be a household brand in the coming years both in Nigeria and internationally. See more photos from their collections below:

Omote Ro Dhe got chitty chatty with this bespoke luxurious fashion women brand. Read excerpts from the exclusive interview below:

Big Ups! NorthArabia Couture has been in business for 8 years! Can you share how your journey has been so far?

Oh well! It’s been an interesting journey. We initially started in 2013 but only served for about 9 months or so then the business was put on hold. We rebranded late 2020 into a luxury brand that caters to every woman out there. Since our reemergence, it’s been a good feel. Let’s just say slowly but surely.

You describe NorthArabia Couture as the one-stop online retail store for most modest women and women of class. This is subjective. How do you describe a modest and woman of class?

A modest woman is a woman who is totally confident in her skin while being well covered and a woman of class is a woman who commands a certain aura that you wouldn’t find just anywhere. Her level of elegance is on the high and she owns it by not just what she wears but how she wears it.

Collaboration is the "new competition". Can you take us through the experience with your collaboration with a renowned male fashion brand- kimonokollections? Why a male brand and this brand?

It was a fantastic experience! I am forever grateful for the opportunity. Well, a male brand because of what the brand stands for as a luxury brand for one and also at NC we felt what best way to compliment a beautiful woman if not with a male counterpart. So it was a mutual feeling from both brands. Seeing that our target audience is more or less the same but we both take a different appeal to it. Kimono serves the male audience while we serve the female audience. It was just a fusion of both to create a beautiful picture of how a good-looking couple should appear to the world.

In this period of the COVID-19 pandemic, how has it been for you? How has it affected your personal brand?

Most definitely it has, considering the idea of rebranding stemmed up during the emergence of Covid. That was the positive but along the line, we started having issues sustaining our cost of production because of the fluctuations of forex. We had a budget and wanted to stick to it which was very hard cos we eventually had to make some adjustments, for example, we had to reduce the quantity we intended to produce.

What keeps you going in your line of work?

Just plain determination to succeed. I am a go-getter by nature. I already understand it’s never easy running a business, being a spouse, mother and a professional all at once but with the zeal to keep pushing, I am willing to make a success of my goals and aspirations, as God will have it.

How do you stay ahead of your competition in this field?

To be honest, I don’t focus on others. I believe we all have a uniqueness to us but it’s how you portray it that stands you out. So I just keep improving on my brand as the spirit leads and also feedbacks from my customers, team and mentors.

How would you describe the fashion landscape in Nigeria? What is lacking and what can be improved upon?

The fashion industry is evolving. Over the years, attention is given to the industry which has churned out a lot of designers like my humble self, and considering that the industry takes an impressive chunk of the growth of the GDP of the nation is worth commending and promoting. What the industry lacks is proper infrastructure for the manufacturing industry. We already have the media to push us but we need to produce more and export our creativity to the world at large.