Challenges make me work harder and smarter to succeed, says Fashionpreneur Sandra Odige

Starting and growing a business to enviable height in the fashion/entertainment industry, is not always an easy task. However few persons have surmounted that hurdle in Nigeria, and caved a niche for themselves. Sandra Odige, CEO of La Mode brand – a fashion entrepreneur and Public Relations (PR) expert – is one of such.

In this exclusive interview, with Chioma Joseph the International Studies and Diplomacy graduate from Benson Idahosa University, tells her success story. She also lends her voice to the say no to rape campaign, calling for better legislation.

You are a fashion entrepreneur, publisher, and public relations expert, how did it all start?

Well, I never planned to be in the media landscape, PR setting or even an entrepreneur. I studied International Studies and Diplomacy at Benson Idahosa University, where I graduated with second class upper division, and I was one of the best in my class. All I wanted was to end up a Diplomat or work in an embassy. After graduation and the completion of National Youth Service Corps (NYSC), I worked with a communication outfit, later left for Oil and Gas, and then  banking sector. In all of my work experiences in these sectors I didn’t find fulfillment. So one day in 2011, I was in my room, lying on my bed, I went into deep thought, I asked myself what I could start that will  appreciate and project fashion, lifestyle, beauty, models and colours, then the idea came – a magazine. From that moment I started thinking of the appropriate name to give the magazine. After a good research I came up La Mode which means Fashion in French. I  published my first magazine edition in 2011, then the magazine was a quarterly print and online publication,  because of my banking job. I resigned a few years later, and started publishing monthly. Till date it has remained so. I have also diversified into PR, and others. 

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What are the other areas? As the CEO/Publisher of La Mode Magazine,  I have come up with different projects, for example the La Mode Green October event, annual fashion show and award, FashMode Reality TV Show, our Disability Foundation, and series of La Mode online contests. All these various projects are unique in their different ways. Do not also forget I am a PR expert, I organise events for my clients, so my hands are full. 
What factor (s) contributed to the successes  in all these fields? 

In all of my projects under the La Mode brand,  I will say determination, consistency and my confidence as an entrepreneur to succeed contributed greatly to the successful outcome of my projects and brand as a whole. It is simply determination, zeal, and courage that got me to the level I am as an entrepreneur. I am focused and giving up for me is never a solution no matter the challenge(s ). Consistency has helped me build this brand.  Challenge(s) in business, how have you been able to surmount them?

I have encountered lots of challenges because building a brand from scratch is not a piece of cake. The truth is that the life of an entrepreneur isn’t necessarily easy. As the pop-culture phrase has it: “The struggle is real ”. However, I  see challenges as a driving force to succeed,I try not to get deterred by challenges. But basically, whenever I am faced with a challenge, I sought for solutions that are within my radar and  in line with my objectives. For example when I started my magazine which was capital intensive, financing it was the main challenge. Getting advertisers for a first issue was a big challenge, so I decided to look inwards by writing down my marketing strategies and benefits for my advertisers. I also told myself I  will overcome my challenges if I work towards my plan. Eventually, I was able to get some advertisers. Till date I still encounter challenges, but such  makes me work three times harder and smarter to succeed .

How would you say the fashion/entertainment industry has fared in Nigeria, any major drawback, what can be done differently?

The industry is a large one and I am very proud of how far we have come in Nigeria. We are not doing badly at all as our fashion statement is top notch. The truth is that, the fashion success story in Nigeria cannot be complete without mentioning the amazing and creative fashion designers the country is blessed with.  We also have other creative arms  like fashion stylists, hair stylists and makeup artists. They are all part of the overall success story of the Nigerian fashion industry. But there will always be room for improvement. Ideas they say rules the world, so we must continue to research and strategize to birth fresh ideas that will further enhance the  growth of the industry.

What do you think of gender equality, how can we strike a balance? 

Fairness to women and men, according to their respective needs is considered important. Gender equality acknowledges the fact that men and women are equal. It’s no longer news that many women are taking the lead and adding value in their various spheres of interest. The notion most people have is that men are stronger and more ambitious than women, but for me that is totally wrong. Gone forever are the days when only men used to occupy leadership roles while women looked on, today, women are doing great things, if not better. I constantly live a life of value, taking the lead and changing the narrative. 

How do you combine motherhood an being a career woman?

Being a career woman and  a mother is not an easy one. That said, my strategy in balancing both is to plan. When it is family time, it is family time, and when it is work, it is work. But for  me family comes first, and my kids are my major motivation. Generally, I don’t see motherhood as a setback, but a motivating factor. 

Rape has become a major topic lately, how do you think we can end the scourge, as well as protect the rights of women and the girl child in Nigeria?

I say NO to Rape. Consent must be sort in any sexual relationship. Rape is a serious issue and  a security threat. We all need to be part of the movement in saying NO to Rape and to protect the girl child. It all starts from our homes, schools,churches and the society at large. Let’s be vigilant and pay attention to the girl child. The media is also very important for awareness. Parents needs to educate their male and female children. The Government needs to make more serious laws against rapist, as well as laws that protect the rights of the girl child. 

For those who are just starting and would want to draw inspiration from your story, what will be your advice to them?

Starting a business is not child’s play, lots of work need to be put in to make the business succeed. Just like you plant a seed and water to grow. There will be rough times, those moments should be the driving force to make your business a success . Do not be deterred by challenges, instead your eye should be on the target, because there will be light at the end of tunnel. The challenges will be your unique story some day. Also, surround yourself with people that encourage you, they will serve as your support system and motivation. 

What influenced your decision to start the La Mode disability foundation?

My decision to start La Mode Disability Foundation was influenced by my passion and interests in disability matters and rights . My foundation is strictly on disability  awareness and free skills training for persons with disabilities. It is an advocacy awareness foundation, where persons with disability are given a voice. The signed Nigeria Disability bill emphasizes the right to life, equality, and non-discrimination for persons with disabilities. Hence, the foundation is creating more awareness on the need for people to show love and support for persons with disabilities. We also work on the confidence level of persons with disability. The Foundation has impacted many lives and is still impacting. We give free trainings in graphics/ web design,  digital marketing, photography,  skincare, makeup, fashion designing, dry cleaning and lots more.
Where do you see the La Mode brand in 10 year time?
I see the brand becoming a household name across the globe, as we have started putting in the work now. We are already making plans and strategies to ensure we achieve this and exceed all expectations.