The owner and creative director of Emeldah Atelier has explained that the X factor of the fashion brand is linked to its focus on African print.

Since Obiora Imelda, a graduate of Nnamdi Azikiwe University, founded Emeldah Atelier, she has focused exclusively on the use of African prints for its production.

She has concentrated on working to produce rich collections made from fabrics sourced from Nigeria and neighbouring West African countries such as the Republic of Benin and Ghana.

In a recent interview, she elaborated further on the brand’s resoluteness to stay within that niche. “Emeldah Atelier is known for its vibrant and quality African print. It tells a story about African fashion. We are known for recreating English styles with African print, feeling styling without looking different,” she said.

According to her, the accolades her African print garment factory and fashion school were getting, reinforced her commitment to succeed.

“The love or African print clothing and accessories was amazing. It gave me insight into what the brand should do next. People always want to associate with their roots or something unique,” she enthused.

In the meantime, she is focused on growing the Emeldah Atelier brand.

“The goal is to generate more sales. We will be doing more collaborations, both locally and internationally. Spread the brand to other countries so our products can be found at the doorstep of our clients,” she said.