Africa Fashion Guide
A social enterprise promoting sustainability within Africa's fashion and textile industry.


July 17th, 2020

“The best decision ever!” – FASHION AFRICA VOICES

“I quit my corporate job for African fashion” and “The best decision ever!”
In this weeks Fashion Africa Voices series we look at the story of Toronto based Designer Catherine Addai of the print infused brand Kaela Kay, who went against the odds to leave her well paid corporate job to pursue her vision and literally to SET UP SHOP for her AFRICAN PRINT FASHION BUSINESS.
She went on to share the challenges she found building her brand and attempting to get her product into stores often to have responses that were not as desired.
In our youtube interview she says
“I heard a lot that we like you, we like your brand, just not sure where to place you in our retail store and our customer base”
How they were unsure if their “client base will gravitate towards it.
But this didn’t stop Catherine. She said that though she “got a lot of push back … my feedback is you won’t know what will work unless you are willing to try it.
What she made clear was that the reality is that many designers are scared to open a retail store because of the physical upfront costs, but for Catharine she described her and her team, before they started how they crunched those numbers and were made sure and confident to cover the rent for X amount of months etc.
She was thinking as a business woman, but she is also thinking as a community and why shop – though its for the Kaela Kay brand she also includes other brands too.
This is just a snippet of the insights she gives. Jump on over to our youtube page to hear the full interview and get ready to have your mind expanded over the possibilities, the challenges, and the reality of setting up an AFRICAN PRINT RETAIL BUSINESS.
In the video we discuss the insights of retail business in Africa today, getting set up and making it through even during a pandemic. Listen in for valid tips and tricks you can learn from this UNIQUE print brand as you start your African fashion business too.
Now jump in press play to find out what they are. 



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