MIMI DANIELS EXCLUSIVE
I AIM TO BE THE ‘GUCCI’ OF MY
GENERATION.
The delectable ,shrewd, business owner, makeup artist
and fierce fashionista, Mimi Daniels Creative Director and CEO of Step &Wear
is one talented Nigerian woman, whose
trending new outlet is making waves in fashion retail in Lagos. In this chat with MILLICENT AREBUN,
she unfolds her ‘Mimi Daniels’ brand plans and reveals the secrets to her
success.
Journey so far?
My name is Mimi Daniels, I started my fashion outlet because
I love and have a great flair for
fashion. You know the saying that it’s best to make your passion your profession,
well, that’s what I did. I decided to go into fashion after the company I
worked with for a very long time left Nigeria (Siemens Company). I wanted to
set up my own business because I loved money and wanted to make lots of it and
what better way to start than to invest in myself, besides I couldn’t imagine
working with anyone else after the close knit family bond I had experienced at Siemens.
Is this your first branch?
No, the Ajah branch
is actually my second branch in Lagos.
What is the signature look of any Step &Wear
fashion staple?
Trending styles and quality is the watchword for any fashion
staple in my boutique
Everyone is not the same, all you can do is the best you
can. I give my customers the best in quality, customer service and still offer
them variety to choose from. Relationships matters most in dealing and keeping
your clients happy and that what I try and build with my own customers. That’s
my edge.
While particularly Italian and foreign based designs?
Because I found out that Nigerians love brand names and
believe more in the quality of foreign
made cloths. For instance Italy, lots of people love Italian leather and
whenever you offer them something made of Italian leather, in spite of the
price, they will buy, because they believe in the quality.
What are your challenges so far?
The challenges are numerous and can make you think of giving
up sometimes but am someone that’s very determined so I see these challenges as
obstacles I just need to overcome and move forward. The challenges of a new
location, traffic, exchange rate, customers satisfaction and so on, will always
be there so I just handle them and move on.
How has the reception been so far?
It has been great! Lots of people come to my outlet and
demand to know where the cloths I have is from so as to judge the quality.
Nigerians love brand names and so when they come and find what they are looking
for, they always come back for more. Am working on going to Italy to buy and choose
my fashion staples myself.
Who is the Step
& Wear clientele?
Step &Wear man and woman is that fashion conscious
individual that takes pleasure in looking good. So if you do come to my outlet
and I guarantee that you will find what you are looking for and more.
What’s the secret to your flawless skin?
I steam my fce every time by myself. My secret is a mixture
of Lime, Olive Oil and Aloe Vera, which
I paste on my face and leave on for 15minutes before washing off , leaving my
face smooth and silky.
Next five years for Step &Wear?
Oh, Step and Wear in the next three years not five will be a
,mega branch in Nigeria and hopefully aboard. This is just the first stage of
my plan because ultimately am a designer yet a business woman. Plans are
ongoing to launch my own designer on major fashion staples like cloths, shoes,
bags, belts and even fragrance. All of these will carry the designer brand,
MIMI DANIELS not Step and Wear. By the
power of God I intend to be the Gucci of my generation both in Nigeria and
aboard and am working very hard to make my dream and ambition come to pass.
Anything you want to invest in, let it come from within
you. Have an idea and believe in yourself. Don’t wait for somebody to help or
wait for advice before taking that step to actualize your dreams.
Personal fashion signature?
Am very colorful and adventurous in my fashion style and
sense. So I will say whatever is fun, a bit crazy but classy is my signature.
No boring fashion staple for me.
Fashion items you will go back home for, if forgotten?
My sunglasses! I don’t go anywhere without them.
Fashion must-haves?
Jeans!!!! I absolutely adore jeans. If you look into my
wardrobe you will notice that instantly because I’ve got lots of them. I feel
comfortable in them since I can dress them up or down depending on my mood.
Fave fragrance &brand ?
Angels and Gucci.
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