I quit law course to pursue my irresistible passion for fashion

Six years ago, Ms Pamela Kawira Kariuki dropped a law degree course at a public university to venture into her passion— fashion and style business. Today, the 25-year-old looks back with pride convinced that she had made the right decision.

“I first toyed with the idea of fashion design in high school but I didn’t feel I was good or talented enough to start a fashion line. But I have always wanted to pursue a career that is art-based,” she told Money.

But while at the university her passion for fashion burnt intensely and she could not resist it anymore. Her move did not sit down well with her parents. They did not take lightly to her quitting law, which is perceived to hold a promise of lucrative and prestigious career path. It was therefore not easy to persuade them to pay fees for a fashion design and marketing degree course at Kenyatta University (KU) in 2010.

Eventually, they gave in albeit grudgingly after her persistence. She then began a journey that is panning out quite admirably. And she soon made an impact in the industry while still in the university with one  recognition after another knocking on her door.

One of her early highlights was in 2011 when the fashion entrepreneur and designer emerged fourth in the Citizen Fashion Show competition hosted by Rialto Fashion. She also participated in the annual KU Career Fashion Week competition where she emerged second runners-up in 2012 and 2013 respectively.

“The success in these events gave me an upper hand and my parents were now fully convinced that I had not made the wrong decision to pursue a course in fashion and design. From then on, there was no turning back,” says Ms Kawira who did her internship at Rialto, Occasions and Days and Isy Fashions.

After graduating in July 2014, Ms Kawira went into business straight. She started Kawra Kouture Designs. Armed with a capital of Sh270,000 from her savings, and contributions from family and friends, she bought four sewing machines and textiles and set up shop at Nairobi’s Kahawa Wendani estate. It is here together with her two employees, where she designs African-themed clothes, bags and shoes.

Most of the materials she uses are available locally. “I buy other vitenge materials from Uganda, Tanzania, Ghana and Nigeria. For official shirt quality fabrics, I import them from Dubai. My parents travel a lot and I ask them to bring me fabrics from wherever they go,” she says.

MARKETS OWN WORK

The entrepreneur also markets her work on social media, through Facebook and Instagram pages called Kawra Kouture. She also owns another shop in Embu town where four employees make school uniforms on order from local primary schools.  One of her new venture is branding corporate wear and her first client is a local supermarket chain.

Over the years Ms Kawira’s business has grown with her designs been showcased at key fashion events including Kitenge Festival, Slum Fashion Africa, Kenya Fashion Awards and Drum magazine.

 Last year,  models wearing her outfits won the Ms Special Needs KU and this year, Mr Status KU, dressed in her outfit, won.

“At Kawra Kouture, we combine style, quality and luxury with the professionalism and expertise of the fashion industry,” she says attributing her success to the creativity and uniqueness of her work.  “The African continent has always been my key inspiration for my designs as it offers diversity and rich culture.”

She boasts an impressive roster of customers ranging from individuals, couples, children, bridal parties, schools and companies.  “From my own research, I noted that clients want unique but affordable designs. Knowing what attracts them and having an edge over other designers will always have you stand out and be at the top of the game,” she says.

Her products cost between Sh2,000 and Sh5,000.

Ms Kawira’s goal is to open up more branches in every county in the near future. “It is very important to know how to manage this business. My advice to upcoming designers is that it requires a lot of patience but eventually, with optimism and resilience,” she says.