Zainab Ifedolapo Olayemi-Okewole is the founder and Creative Director of Hadassah Bridals Intl Limited, a prominent player in the wedding and accessories industry. Armed with a decade of experience, she has been at the forefront of redefining the bridal fashion experience in Nigeria and beyond. Establishing Hadassah Bridals Intl Limited in 2012, she has led the company’s evolution from a humble home-based venture into a thriving business with a physical store in Nigeria that has garnered recognition for its commitment to excellence and innovation. In 2018, the firm was recognised as one of the Top 100 emerging businesses in Nigeria by Connect Nigeria. The firm has fostered a community of over 100 wholesalers across Nigeria and various countries in Africa, where she offers training sessions for bridal store owners on how to start and run a successful business. Certified in Bridal Styling, Bridal Store Management and Digital Marketing sponsored by the British Council, Zainab’s commitment to entrepreneurship has been recognised on a global scale. She was sponsored by the World Bank for a certificate in entrepreneurship management from the Enterprise Development Centre of Pan Atlantic University, Lagos and was part of the pioneer set of female entrepreneurs sponsored by the US Consulate in Nigeria in the Academy for Women Entrepreneurs (AWE). Under Zainab’s leadership, Hadassah Bridals Intl Limited has attended to over 2000 brides, home and abroad, ensuring personalised and exceptional service. She shares her story in this interview with TOBI AWODIPE

Take us through the business of bridal wears and styling. How much artistry and skill is needed?
The bridal wear and styling business is deeply meaningful, as it revolves around fulfilling a bride’s dream for her special day. Wedding gowns hold immense sentimental value, symbolising the unique vision each bride has for her wedding and bridal styling is about bringing this vision to life. It involves understanding the bride’s individual preferences, the chosen wedding theme and working within a specified budget. Staying updated on the latest bridal fashion trends is crucial for providing relevant choices to brides and attention to detail is key. From fabric selection to embellishments, every element is chosen with the aim of creating a look that enhances the bride’s beauty and aligns with her preferences. Additionally, understanding the diversity of body shapes ensures that the chosen style complements each bride.

Success in the bridal wear business comes from more than just providing beautiful dresses; it’s about capturing the essence of a bride’s dream and making it a reality. Bridal stylists play a vital role in the wedding industry by combining practical considerations, industry knowledge and a customer-friendly approach to help brides look and feel their best on their special day.

Tell us about founding and developing your brand from your early days to the empire you are still building?
This venture stemmed from my personal experience while planning my own wedding; a time when my schedule as a banker left me with limited time for traditional shopping. Facing a scarcity of bridal wear stores in Abuja at the time, I turned to online platforms, sourcing everything from my wedding gown to my groom’s attire. This experience not only streamlined the process but also inspired me to assist friends in a similar predicament.

Recognising the convenience of online shopping for busy individuals, I decided to launch a one-stop shop for wedding gowns and accessories. At the start of the business, I spent a lot of time online carrying out research on different wedding gown styles, body shapes, fabric types, customer service and online marketing. The information I gathered helped me as I answered questions from different clients. I remember one of the clients telling me that the reason she patronised me was because of how I sounded on the phone. I had spent a lot of time in customer service both in physical locations and on the phone. We kicked off from home, leveraging platforms like Facebook and Google for our initial outreach. A few e-commerce stores such as Konga.com, Jumia, Kaymu just started in Nigeria then, and we used them to promote and sell. During these early days, my husband played a crucial role, even taking over some customer interactions when the workload became overwhelming. We have undergone significant growth and maintaining consistent visibility has been a key focus, largely achieved through our online presence.

The journey from a home-based business to an international brand required strategic efforts and adaptability. In my commitment to personal and brand development, I invested in various training courses including bridal styling, bridal salon management, entrepreneurship management, digital marketing and business analytics, which have not only contributed to my growth but have also played a vital role in elevating our brand. These investments have propelled us from a small online venture to a recognised name in the bridal fashion industry and we continue to build on this foundation as we work towards further expansion.

You cater to brides from all over the world. How are you managing this successfully?
Our commitment to serving brides extends beyond borders. Over the years, we have successfully styled over 2,000 brides from various parts of the world, including Canada, the USA, Cuba, France and Niger Republic.

The key to our global success lies in two core principles: visibility and unwavering customer service. Our brand’s visibility is a result of strategic efforts both online and offline. Leveraging various tools, we have positioned ourselves as a recognised name in the bridal fashion industry, allowing us to connect with brides worldwide, even those we may never meet in person but interact with through online communications and the joyous moments captured in pictures. Customer service is at the heart of what we do as we understand the challenges brides face in their wedding planning journey, and we are dedicated to ensuring a smooth and enjoyable process. Regardless of geographical location, we take measures to meet the specific needs of each client, offering personalised consultations and virtual fittings as part of our tailored services. Logistics play a crucial role in our operations and by partnering with various logistics companies, we ensure our products reach our clients on time and without hassles. This commitment builds confidence among our brides. In essence, our success in managing brides from Nigeria to the UK and beyond is rooted in a strong brand presence, unwavering customer service and a reliable logistics network that spans the globe.

Have you gotten to the stage of personalised production?
Yes, our gowns are proudly designed in-house by our dedicated team, bringing both our creative visions and the dreams of our brides to life. This hands-on approach allows us to ensure every gown reflects the essence of our brand and meets the unique desires of our brides. We work diligently to design each wedding gown with precision and care; and under the supervision of our creative director, the production process takes place with our production partners across the globe. Collaborating with experienced consultants, our creative director oversees the creation of patterns and designs that align with brides’ preferences and current market trends. To uphold quality standards, quality control measures are implemented at every stage of production. From scrutinising fabrics and embellishments to ensuring impeccable stitches, we leave no detail unchecked; this commitment to quality ensures each gown surpasses expectations and fulfills dreams.

Where do you draw your styling inspirations from?
My styling inspirations are a culmination of various aspects of my personal growth and experiences. Having studied bridal styling, I draw upon this knowledge to shape my ideas and perspectives. Additionally, I dedicate time at the end of each year to study international wedding gown trends for the upcoming year, allowing me to anticipate and prepare for our collections in the coming year. Interactions with our clients play a significant role in influencing our styling choices, ultimately guiding our creative process. I also find inspiration from wedding and fashion magazines, as they serve as windows into the evolving trends gracing fashion runways. This allows me to stay abreast of latest developments, ensuring our designs align with contemporary bridal fashion while maintaining a timeless allure.

What are some of the innovative ways you are redefining bridal fashion experience?
In our constant pursuit of enhancing the bridal fashion experience, we weave innovation into every aspect. Technology played a crucial role when Sarah, a bride from the UK, experienced the convenience of our virtual consultations, seamlessly exploring our offerings from the comfort of her home, making the entire process accessible and stress-free. Diversity took centre stage in Emma’s journey. As a bride with a distinct body type, she found empowerment in our inclusive sizing and diverse collections. We ensured that every bride, like Emma, discovered a gown that resonated with her individual style. Our commitment to sustainability became evident in James and Emily’s story. Opting for eco-friendly fabric choices and minimising waste, we not only created ethically crafted wedding gowns but also contributed to a greener planet. Beyond being a shopping destination, our online platform became a source of inspiration for brides like Olivia. Engaging with our content, she participated in discussions and stayed informed about the latest trends in the bridal fashion world.

Empowering brides took a practical turn in our Bridal Styling Workshops. Rachel, a bride eager to navigate the world of bridal fashion, found guidance and insights in our workshops, gaining confidence in her wedding planning journey. Our stories of innovation, inclusivity and sustainability are woven into each bride’s unique journey, creating unforgettable moments and redefining the bridal fashion experience.

Tell us about the community of wholesalers you manage. How does this work?
In our global community of wholesalers, we unite bridal store owners from different parts of the world. Our communityinclude members from across Nigeria, Sierra Leone, Burkina Faso, Cameroun and the U.S. This diverse mix of cultures and ideas enriches our collaborative space. Our wholesalers operate businesses tailored to the unique preferences of brides in their regions and by aligning with us, gain access to a range of gowns and accessories, enhancing their store offerings. The synergy begins with the design process. We create styles and seamlessly translate them into production through our network of factories. This approach enables us to extend competitive wholesale pricing to community members, keeping costs low to foster mutually beneficial partnerships. In addition to offering signature designs, we provide a platform for custom orders, tailoring productions to the specific requirements and preferences of our wholesalers and their customers. Knowledge sharing is a key aspect of our community. Through online training sessions, webinars and engaging discussions, our members exchange insights, trends and best practices in the industry.

Logistical support is fundamental to our commitment. From coordinating product shipments from our showroom to the diverse locations of our wholesalers, we ensure a seamless supply chain. This strategic approach minimises challenges and streamlines the procurement process. By fostering a sense of community, delivering valuable resources and acting as a reliable link between wholesalers and manufacturing units, our mission is to empower bridal store owners globally. In doing so, we contribute to the success and diversity of the ever-evolving global bridal fashion landscape.

Do you also guide and mentor anyone that wants to get into this industry?
Certainly, it is a fundamental aspect of our commitment to fostering growth and excellence within the industry. I do this by offering comprehensive training classes, catering to both beginners and those in the initial stages of establishing their bridal stores; covering various aspects of the business, including understanding fabrics, designs, sourcing, inventory management, customer relations and marketing strategies. In response to evolving circumstances, particularly in the global landscape, we transitioned our training classes to an online format, which enables us to reach a broader audience, allowing aspiring bridal store owners from different parts of the world to benefit from our expertise and guidance. Since 2021, we have conducted physical classes in Lagos, providing an immersive learning experience for individuals. These in-person sessions allowed for direct interaction, practical demonstrations and networking opportunities. Within our wholesaler community, guidance and mentorship are key. We create a supportive environment where experienced members share insights, challenges and success stories with newcomers, thereby enriching the collective expertise of the community.

As part of committing to mentorship, I initiated programmes where experienced individuals in the bridal industry provide one-on-one mentorship to those seeking personalised guidance. This mentorship extends beyond the initial stages of business set up, encompassing ongoing support and advice. I facilitated resource sharing within the community, providing access to valuable materials, templates and guidelines that can aid individuals in navigating the intricacies of this business, ensuring that aspiring entrepreneurs have the necessary tools to make informed decisions and build successful ventures.

Having worked with thousands of brides in the last decade, what common mistakes do brides make and how to avoid them?
Procrastination and poor planning: Many brides delay decisions on crucial elements like gown selection, venue booking or vendor hiring. To avoid this, create a realistic timeline for preparations. Start early and prioritise decisions based on their impact on the overall planning process.

Lack of budgeting: A significant number of brides fail to establish a clear budget, leading to overspending without proper tracking of expenses. To avoid financial stress, set a realistic budget from the outset. Allocate funds to different aspects of the wedding and regularly review and adjust the budget as needed.

Communication issues: Poor communication with vendors, family and the wedding party can cause problems. Clear documentation of all conversations and agreements is essential. Maintain open lines of communication with all parties involved. Clearly articulate expectations and actively listen to others’ input.

Neglecting personal well-being: Couples often focus solely on wedding preparations, neglecting personal well-being and planning for life after the wedding. It’s crucial to schedule breaks, prioritise self-care activities and maintain a healthy work-life balance throughout the wedding planning journey. Discuss plans for the marriage beyond the wedding day.

You have gotten several certifications along your journey. How has this helped your business and creativity?
They have been instrumental in the growth of my business and also fueled creativity. My digital marketing certification, sponsored by the British Council, has significantly bolstered our online presence, expanding our brand visibility and customer engagement. My entrepreneurship management certification, sponsored by the World Bank from Lagos Business School, has been crucial for our sustainable growth and financial stability. This certification has equipped me with a strategic mindset, enabling the exploration of innovative solutions and adapting to market changes. My academy of fashion styling certification in bridal styling from South Africa elevated the standards of bridal styling at Hadassah Bridals, positioning us as experts in the field. Bridal salon owner certificate course from the International Association of Professions Career, USA, helped me understand the intricacies of bridal salon ownership, from client relations to salon operations, all of which has been essential for our professionalism and success.

My masters in Business Analytics from the University of Law Business School UK provided analytical skills and a data-driven approach to decision-making. Applying analytics in business operations has enhanced efficiency, optimised processes and informed strategic planning. Leveraging data has offered valuable insights into consumer preferences and market trends, guiding creative decision-making in designing bridal collections and crafting effective marketing strategies.

In essence, each certification has played a pivotal role in shaping our business acumen and creative direction. By combining industry knowledge, entrepreneurial skills and a data-driven approach, these certifications have been integral to the overall success and innovation of the brand in the competitive bridal fashion industry.