I started footwear business with no money — Lady cobbler

Azeezah Salaudeen, the Chief Executive Officer of ZÍZÀ Footies, shares insights into her journey as an entrepreneur with MOTUNRAYO AKINRUN

What is your educational background?

I have a Higher National Diploma in Estate Management and Valuation from The Polytechnic Ibadan, Oyo State.

What inspired you to start making footwear?

I decided to learn a male-dominated craft out of divine direction, a friend’s idea and my love for footwear. Also, my mother is my source of inspiration.

How much was your initial capital, and how did you raise it?

I started with no money. When I started the journey, I had no money. I don’t have any business background, and this is my first entrepreneurial endeavour. I really wanted it to work out, and I put in the work. After four years of craftsmanship, it takes a lot of hard work, consistency, patience and resilience to get to this stage. I am also enjoying the supernatural backing of God.

How do you handle competition and maintain a unique identity for your brand?

First, I see my inner self and strength as my competitors. In a nutshell, I compete with myself to get better than who I was yesterday, creating and recreating ‘magic’. I just want to get better in my craft.

What kind of support did you get from your family and friends when you started the business?

I received support from friends and family, because I cannot do it all by myself. Support could be in any form, including an idea or words of motivation.

What challenges have you faced as a young female entrepreneur, and how have you overcome them?

I have encountered countless obstacles that were enough to discourage me, but I persisted with the right attitude. One of them was being called an independent lady, because people believed I did not need help, whereas I am always in my corner, calling for help. Being a female shoemaker is another challenge, because many people think I cannot make them the best shoes, unlike a male shoemaker will. However, I always prove the adage that, ‘What a man can do, a woman can do better’. The future is definitely female.

How do you stay updated with the latest trends and consumer preferences in the footwear market?

I believe that whatever any renowned designer can do can also be achieved by me; even better. I study shoemaking trends I see from international brands, and try to do better, because my inner strength makes me believe my brand will be an international one as well.

What are the highlights of the business?

I am a natural dreamer. However, I am willing to always put in the work required to achieve my dreams. When it comes to my business highlights, I think I am not doing enough for myself yet, but I use social media, including Instagram, Facebook, Twitter and WhatsApp. I have made myself a promise that with the help of God, I would establish a shoemaking factory soon. That will help me to empower other youths (both male and female), and train them how to make shoes skillfully.

Is your company registered with the appropriate authorities?

Yes, the business is registered, and I have the certificate of incorporation.

How do you source materials for your products, and what criteria do you consider when selecting them?

Sourcing for materials is the hardest part of shoemaking. It has never been an easy task. I can go through the market for a whole day, and still not see materials that satisfy me, talk more of my clients. Some of the criteria I consider when sourcing for materials are durability, accessibility and weather-friendliness.

What strategies do you employ for marketing and promoting your brand?

My favourite aspect of running this business is the creative and marketing angle. I employ lot of strategies to promote my footwear by drawing comparisons between my products and some other well-known international products. And, most times, I am of the opinion that my products are better. The only strategy I use to promote my products is good packaging and branding. What’s ‘gbajumo onibata’ (society shoemaker) without packaging and branding?

How do you envision the future of your business in terms of growth and expansion?

In some years to come, I see myself sitting with the likes of Estée Lauder Companies (Tomford) to discuss the future of leg/foot fashion or fashion generally.

What advice do you have for aspiring female entrepreneurs looking to start a similar business?

A quote by G.D. Anderson says, ‘Feminism isn’t about making women strong. Women are already strong. It’s about changing the way the world perceives that strength’.

Being a female in a male-dominated industry, I understand the challenges that come with perspectives, and I often tell other women that they can do it too.

How do you handle stress?

I handle stress by knowing my limits. When I am tired, I rest; then start again when I can. I spend my money wisely, not extravagantly, by going to somewhere nice to ease tension. All work and no play makes Jane a dull girl.

Nigeria is experiencing huge brain drain, with many professionals travelling out of the country to seek greener pastures. What do you think about that, vis-a-vis staying in the country and running a business?

It is normal to believe that the grass is greener on the other side. So, I won’t judge anyone based on their decision, because we all are facing the consequences of being Nigerian. If I have the opportunity to travel out of the country to learn more about shoemaking, I will surely go. But, I will still serve my country with all my strength too, because I believe Nigeria will be great.