‘You must distinguish yourself to remain relevant in fashion industry ’

Peret Israel Danauta is the founder and chief executive officer of Jayteash Seams Limited. Danauta is a player  in the fashion industry.  In this interview with JOSEPHINE OKOJIE, she reveals what inspired her to establish her fashion line and how the business has grown since starting.

Tell me a about yourself and when you started your business?

My name is Peret Israel Danauta and I have a fashion line called Jayteash Seams.  I have bachelor’s degree in English Language from the University of Jos. I went into the fashion industry immediately after my university education. I started my business in 2012 but started sewing in 2008.

What inspired you to go into the fashion business?

What inspired me to go into the fashion business is my love for designs and desire to make people look good. My mum is also a fashion designer. She taught and mentored me before I started my own business. It was my passion for styles and designs that led to the establishment of Jayteash Seams Limited in 2012. When I sewed clothes for friends, I got a lot of recommendations. This made me want to do more and also increase patronage for my business.

What challenges have you faced since starting your business?

Poor power supply is the major challenge I face. I need electricity to power my machines and the issue of electricity has been frustrating. I spend a lot on fuel and this has increased my production cost. Getting skilled workers is also very difficult. Despite the fact I want to hire more people getting the skillful ones has been difficult.

Another challenge I face is sourcing for funds. I need more fund to expand my business and hire more people since the business is growing.

What is your initial start-up capital?

I started my business with N70, 000, which I spent on buying sewing machines and accessories such as needles, threads and zips. I started the business in my house and now it has grown to over a million naira.

My business has grown tremendously since I started it and I am planning of expanding soon.

Who are your target clients?

I specialise in only female clothes. So I target female clients, both old and young. The fashion industry is highly populated, so as a fashion designer with a fashion line, you need to distinguish yourself to remain relevant in the industry and to your clients. Your clients need to trust you before they give you their fabrics and money to make their dress.

Have you received any external support from any organisation?

I have not received any external support from any organisation. My family has been very supportive in helping me with finance.

Do you have employees?

Yes I do. I have two employees and several apprentices. Some of my apprentices have graduated but I still have two left.

 What is your advice to other entrepreneurs, especially  young ones that want to venture into your kind of business?

Passion! If you want to go into fashion, you must have passion for it to be a successful. People are willing to pay more if they are sure you can give them quality jobs. So as an entrepreneur, your work must have quality.