Made in Naija! Zashadu! the leading Name in designers' Luxury Hand Bags

By Kemi Mobuse - Thursday, March 10, 2016

KMB approached the brains behind the Zashadu brand and was very excited, when she gave us a chance to have a chit chat with her.....

The Designer

Zainab Ashadu is Creative Director at Zashadu.

She holds a BA Hons in English Literature and Modern Drama Studies from Brunel University, London.

How did she began?

Her passion for handbags started at the age of eight, when she fell in love with a clutch bag belonging to her mother.

She has since honed her craft at the London College of Fashion. From 2009-2012 she was Curator at African Artists’ Foundation, Lagos.

What makes her bags uniquely different and durable?

Ms. Zainab Ashadu, decided to take the age-old dyeing of leather in Northern Nigeria to new heights to create her line of luxury handbags using natural plants to make her dyes, as the first step produce high-end luxury handbags.

At Zashadu we love to explore the tension between quiet elegance and unabashed glamour.

“I think people like the story behind the bags. They like the fact that the bag has roots and origins,” the 32-year-old told AFP at her bustling workshop in a working class district of Lagos.

We avoid the use of superfluous fittings and fixtures in order to give precedence to the leathers.

“For 200 or 400 euros, people sometimes prefer to buy a product with a (recognized) designer label,” she said.

Ashadu is confident and knows that she’s tapped into a trend.

“People love Africa and Africa is something that is new in this way and people love to jump on bandwagons,” she said.

“And this one ticks all the boxes: it’s made in Africa, it’s beautiful-looking, it’s made sustainably, it’s international.”

What country are your bags manufactured?

All our pieces are created at our workspace in Lagos, Nigeria, by a team that benefits from traditional techniques passed down through generations by a community of local artisans.

Why did you choose this country to have your bags made and what made you decided to give back?

I chose Nigeria because I am Nigerian, and was partly raised in Nigeria. For many years I lived in the UK, received my training and apprenticeship in London, and decided to come and live back in Lagos. I knew that Nigeria used to be a big leather producer but for various reasons, lost its way. I wanted to contribute towards the revival of the local leather industry in my own small way. I also wanted to draw attention to the very skilled and competent artisans whose talents were under appreciated. I hope that with our work we are able to change the perception of creativity and production in Africa.

How do you cope with the Nigeria tough economy and the challengess?

You need to be tough-skinned, adaptable and to have a great sense of humour,” she said.

“Nigeria is a very hard place to… do anything, let’s put it that way. It’s definitely very hard to run a business. But it’s more earthy. You feel like your feet are on the ground.”

Understanding and adapting to a different style of doing business is key to getting ahead, with some overseas firms looking to invest in Nigeria put off by red tape and logistical constraints.

Power cuts that often last more than 12 hours are a major problem and force businesses to invest in huge, costly electricity generators.

Please explain how your bags are socially responsible and contribute to the growth of Nigeria?

We work with local artisans hailing from Northern Nigeria, and preserve and enhance skills that have been passed down through generations. We pay our artisans a good wage, and provide accommodations, and healthcare at no cost. We also work with locally sourced and treated materials and teach and update our team with the latest industry practices.

How are you able to achieve having stockists in various countries?

Both by using my online platform, selling direct to consumers and also through conducting seasonal sale appointments internationally from Paris and New York.

What is your definition of Success?

Having Balance.

What are your ideals?

Hard work and Self belief.

She can be contacted on her website and more pictures on her Instagram handle.

Some pictures below: