Building a fashion brand is better than making quick money - Umutoniwase

Joselyn Umutoniwase quit film editing and directing to start her own fashion house; Rwanda Clothing. She holds a degree in IT and employs her three sisters. She talked to The New Times’ Donah Mbabazi on what it’s like to build a brand. We have seen and heard about you in social circles, but who is the real Joselyn Umutoniwase? I am 28 years old and I am a married woman. I hold a Bachelor’s Degree in Information Technology from the University of Rwanda. I have four sisters and one brother. I work with my three sisters. Tell me more about your fashion brand My brand is called Rw&A (Rwanda Clothing) which I started in 2012. I mind about every detail and I think that’s what makes it unique. I have very many people who just want to wear ‘Rwanda Clothing’ because they know the spirit and the designer, and some people recognize my brand without asking, though I think it still has a long way to go. What is it like to work with family? People always think that working with family is not a great idea, but I think if you can work with someone you never knew then it should be simpler to work with someone you grew up with, someone whose character you know and someone who doesn’t look out for their personal interest. My sisters were actually very happy to be a part of the company and they started with me when I couldn’t even pay them. You are a young person who has made a name for herself as an entrepreneur, what do you think is holding back other designers who would also want to build a brand just like you? Some people fail to develop a brand because they are everywhere. To be a good designer, you need to specialize in one area and make it your own whether it’s a special design for wedding gowns or a unique cut for dresses. Some designers make a dress and they make it look casual and at the same time, they want it to be an evening gown, so in the end, you don’t even know when to wear it. This identity is what defines a brand but it takes time to learn that. The cut, the material and the spirit that you put in your designs make your brand special. Why fashion? I have always been interested in fashion, I used to design clothes for my friends and they liked what I did. It wasn’t easy in the beginning but because it’s something I love, I made it work. I chose designing because I wanted to create things, things that required a lot of creativity like film was challenging. I travelled to Germany with some of my pieces and they sold out and that really opened my eyes. My boyfriend then who is now my husband was also very encouraging. He believes in what I do, that was something that pushed me further. Any other thing you did before becoming a designer? I worked in the film industry for five years as an Editor and Director. I have made some short films. What do you think is the secret behind your brand’s success? I started small, thought of what quality I wanted and challenged my creativity to see how far I could reach. I gave myself time and tried to figure out if I wanted to be the kind of designer who makes crazy designs or the one who would offer people really beautiful pieces. I didn’t want to make those outfits which a person wears only once then throws it away. I wanted something that really represents me; outfits that people can look at every day, simple beautiful outfits that stand out. Umutoniwase during a past fashion show in Kigali. (Courtesy) How does it feel to be the first female Rwandan designer with her own solid brand? I am very happy and I feel blessed but I think there is no mystery behind this whole thing. I think that when you are doing something and you’re into it, you can manage to make it a success. I am always telling designers to give their career one hundred percent. I didn’t give my company a twenty percent; I gave it one hundred percent. I can handle both film and designing, but I just don’t want to take even one minute away from designing. Looking back, what would you say was your biggest challenge on your journey? The first year was very hard. The hardest thing was finding people who could understand me. In the second year, I moved to a bigger place and I had a really big clientele coming in, people expected me to dress events, dress artists and even cater for other general customers. I had to train in finance, time and company management to be able to manage the change. I am happy that ever since we started, we have managed to keep our clients very happy. What keeps you motivated? I think it really is the love for what I do. I have never woken up in the morning and cursed what I got myself into. I instead I always hope for the next day and what might come with it in that even when I am not feeling well, I feel like I am missing out. As long as the company and the brand are growing, it motivates me to keep going. Give me your two cents about Rwanda’s fashion industry I think it has the potential for a great future if people in it are not only doing it for money. At first, I was like; we have a lot of inspiring people coming in but now, it’s turning its direction to entertainment and just money. The fashion shows are now just motivated by financial gain and I ask myself why we do these events. Being photographed can’t support a designer in any way. Instead of wasting that money, they should organise a competition and choose the best and then fund that person. I really feel bad about all this and that’s why I don’t participate. To me, it’s all showbiz, and showbiz should be for stars who already have money and want to get more money. Where do you see yourself in three or five years? I want to start a small school project which can help train designers and I hope it can make a difference and perhaps help to break the monotony of producing similar designs each year. What is your secret to success? I think if you do something that you love, even if you didn’t take a course about it, you can succeed. The other thing is that I am not only a designer; I am an entrepreneur who started a business that was completely new in Rwanda, so it wasn’t easy but here we are. Tell us something that most people don’t know about you? I am a very strict person. I actually love it even when those that work with me are strict. I want people who tell me I can or I can’t not I don’t know. I hate wasting time and I don’t like regrets, I always make sure that I am on the safe side. I also appreciate hard work; I like to be involved in the process not to watch from the sidelines. Advice to young girls who aspire to be fashion designers They should not sit and watch movies and then say; I will do it. Just do it. I was always drawing. I have hundreds of booklets with my drawings, something that really helped me to improve my creativity. It’s all up to you; you shouldn’t wait for professionals because thanks to the internet, it’s now very easy. Most importantly, they shouldn’t do something because it makes them money, they should go for it because it’s their passion. editorial@newtimes.co.rw

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Building a fashion brand is better than making quick money - Umutoniwase