As a child, Charlotte Shema grew up admiring her mother knitting tablecloths. She loved the creativity, which according to her, was the inspiration behind her venture into the fashion industry. “My mother used to mix African prints and other solid colors that were unique and classy,” she said. As time went by, the 35-year-old started realising that creating things with her own hands added a very special satisfaction in her life. While at university, Shema worked with a fashion company in Kigali that had just startup. This is where she got to learn everything about fashion, including sewing, cutting, designing, drawing and client communication. Today, Shema is a fashion designer and founder of Touch of Rwanda Fashion Designs ltd. For her, the greatest way to add that extra spark to her life and to the wardrobe is through fashion design. Starting out When Shema started out her fashion startup two years ago, she had only one sewing machine and a small space to operate from. Today, the number has risen to 10 sewing machines, thanks to her passion which enabled her work tirelessly, but most importantly, finding happiness and fulfillment in what she does. Charlotte Shema is the founder of Touch of Rwanda Fashion Designs. / Courtesy The machine, she said, has now eased her work in terms of production. According to the designer, her business has grown in the sense that she can create unique designs and styles, deliver custom made orders on time, and is able to showcase at different fashion shows both locally and abroad. Her clients are mostly the middle class ranging from the age of 25 and above. She also designs for expats living in Rwanda and tourists who own something made in Rwanda as a good souvenir. Shema is also looking into finding ways of making her local products available also in Europe. “The idea is to open some pop-up stores in cool places for fashion shows. Also, I’m planning to offer sewing courses for different target groups. In the long run, my dream is to organize a Summer School of African Fashion in Rwanda,” she said. The school will bring together fashion students from all over the world to Kigali and teach them design and production, but also the history of African fashion in all its beauty. To young people, Shema advised that thinking outside the box and creativity is important for the success of any business. “Doing research can also spice up your ideas which in the long run guarantees concrete and better results as far as your career is concerned,” she added. For young people aspiring to be in the fashion industry, she said understanding that trends are changing rapidly is important for one’s longevity in the industry.
