Speaking on the realities of doing business in Nigeria, Mehta highlighted common obstacles such as economic fluctuations and rapidly evolving trends.
Giving instances in the fashion world, she said: “Every six months, new trends emerge, and customers always want something unique. It can be challenging to meet their expectations in terms of quality, style, and innovation. But once a customer is happy, the satisfaction is truly rewarding. It’s all about constant creativity.”
With over 20 years of experience in the fashion industry, Mehta, who previously worked with renowned global brands before launching her own business, said her company operates a large manufacturing unit in India that supplies garments internationally, while also maintaining a garment production industry in Nigeria.
Mehta officially launched Iro Couture in Nigeria in February 2020, emphasising the brand’s deep connection to Nigerian culture.
“My collection blends elements of both Nigerian and Indian fashion. There are cultural similarities between both countries, and my designs reflect this mix. Nigeria is vibrant and colourful, and its fashion is bold and full of rich fabrics and colours. That’s why I love working here,” she explained.
“Beyond fashion design, Iro Couture also supports local designers by offering flexible production services. Unlike manufacturers that require a minimum order of 500 pieces per design, Iro Couture accommodates smaller orders, making it easier for emerging designers to access quality production,” she added.
