A fashion designer and founder of Veekee James Company, Victoria James, tells BLESSING ENENAITE about her journey, achievements and other issues
Can you recollect your journey as a fashion designer?
I will not say it is something I planned while growing up. It was a decision I made along the way. Growing up, I thought I was going to be a make-up artiste or a hairstylist because these were the things that I had always done, even when I was at the University of Uyo, Akwa Ibom State. Then, I moved back to Lagos and realised that many of my friends were already into make-up and hair styling. I told myself that I should try something new and see if it would work. That was how I got into fashion designing.
How did you come about the name Veekee James?
I chose Veekee James as my brand name because I needed something different and international. I also prayed about it. My brand name is simple – my name and my last name. I just spelt my name in a different way. People call Vicky in place of Victoria. That was how I changed the Vicky to Veekee.
What are the factors that have influenced your success in the industry?
I started towards the end of 2018 after I moved to Lagos in the same year. One of the factors that have influenced my success in the industry is, first and foremost, God. Everything I have achieved and the level I have been able to build my brand to has always been with the help of God. Secondly, it will be my drive for success. I know I have a very big drive for success and I have always been that young girl that always wants to be successful, very rich and make a name for herself.
What were the challenges you faced in the early years of your career?
The greatest challenge I faced in my early career years was location. I was on the mainland in Lagos. So, I had to move to the island later. Also, getting hands to do the job was a challenge then because when I started, I was doing most of the work by myself. I had two girls assisting me then. When I got more clients and so many orders, I had challenges with not having enough hands.
The challenges presently will still be more hands. As the brand grows, clients grow as well. There are not so many people who are very good with the work I do. I just have to work with the ones I have or the few people that I find are good at it. Also, the situation of the country is a challenge because it is telling on everyone that is doing business in the country.
There are certain people who make clothes with extraordinary designs because they want to trend. What is your experience in this regard?
I have never thought of doing something weird to chase clout or so that people can hear about me. God has a way of showcasing my brand with my designs.
The fashion industry is growing daily. Do you think fashion designers in Nigeria are being given enough recognition for their works?
Well, I don’t think we are given enough credit, though I think it is better now compared to when I just started. Nigerians are talented people. When I see the things we do out there, I am wowed. There is a way that people outside this country value people’s craft. Besides, there are events where fashion designers are celebrated. They have opportunities to showcase their brands, and people get the opportunity to see them and talk about them more. I don’t think we have much of that here.
We put in so much work and it is actually not easy to produce, considering the kind of value we give out. I feel it is easier for people outside the country, because they have enough hands and materials. In addition, celebrities outside Nigeria are ready to wear designs and give credit with pride. Over here, if a celebrity wears one’s design and gives one credit, people have to know the designer before the celeb will be proud to talk about one.
There are assumptions that celebrities are not expected to repeat clothes already worn in the public. What do you have to say concerning this and do you fall into this category?
(Laughs) I feel it is a personal decision for the celebrity to make. I don’t think it is wrong for someone who is popular to wear an outfit twice. I think it is just a thing with them. I don’t know if I fall into this category, because I will not wear an outfit I have worn to an event to another event. That is because I am a fashion designer. Every time, I get to showcase another design. There are celebrities I know who wear a particular design different times, but they don’t get to photograph it another time. This is the knowledge that the public has. Since they only see this picture once on a celeb’s social media page, they feel that is how it is. What is the point of photographing the outfit one has worn to an event again when one has already photographed it to a previous event?
What are some of your achievements as a fashion designer?
I have some awards to my credit. Last year (2022), I won the Best Designer Award at the Africa Magic Viewers’ Choice Awards. I won the La Mode 2020 Award (Green October Event) for Bridal Fashion Designer Brand of the Year. In 2021, I won the La Mode Award (Green October Event) for Fashion Designer of the Year. I also won the Fashion Stylist of the Year at the Sugar Awards in 2021. Then, at the Sugar Awards 2022, I won the Wedding Dress Brand of the Year. I also won the Fashion Designer of the Year at the Herconomy Awards in 2022.
Another achievement is being able to influence many young designers. It is so good to see that my work is appreciated by people. It gives me so much joy. When I influence people and they post it on social media, it makes me happy to be a fashion designer.
You describe yourself as a daughter of Zion. Is there any particular story for this name?
There was a period I was going through some things (challenges) in the business. One thing that triggered the name was that I lost my Instagram business account four times in one month, where I had over 500,000 followers. I know how long it took me to build that account. It took me to lose my IG account for me to actually appreciate the importance of social media. I didn’t see losing my IG account as normal.
I was told it would take two weeks or one month for me to get it back but it took me one week. People were surprised at how fast I got it back. I lost the account three more times, but I got it back within days. It was a big deal for me, because this was me starting from the ground level back up. God showed himself. Then I told myself that this is who I am – a daughter of Zion – which I told my followers to start calling me since then. That was the last time I lost my IG account. This happened late last year. I pray that it will be the last time.
What makes your brand distinct and gives you consistent customer loyalty?
There is a way people describe my dresses and there is already a signature attached to them. I feel it is one of the biggest things that inspire my clients to remain loyal to me. I have built my brand on the foundation of God. He is the one who holds my brand and He is the one that has kept it to where it is. Every achievement I have, I always credit it back to God. I believe this has helped to place my brand where it is.
You are known to have styled several top celebrities in Nigeria, including Funke Akindele and Osas Ighodaro, for the AMVCA 2023. How were you able to build a relationship with them and which of these celebs do you enjoy styling the most?
I have worked with so many celebrities. For the celebrities, it is more like a fashion designer-to-customer relationship. I think I just have a way of communicating with them. If a person respects me, I respect that person as well. We just have that cordial relationship. Osas Ighodaro and a few others are close to me and they have been a blessing to my brand, and I have been (a blessing) to theirs too. The person I enjoy working with most will be Osas, because she supports me 100 per cent.
Some people have said that designer wears are usually over-priced and the same quality can be got at lesser prices. What do you have to say about this?
I get that a lot (laughs). The truth is that there is no magic about it. One cannot get the same quality at a lesser price. I do not just increase my price and not increase my value. There is no way that one will take my dress worth N3m to another stylist to make for N100,000. Has one thought about the price of the fabric and the details that go into designing it?
Have you ever made clothes you felt you could have done better?
Never! Every design I make speaks for itself and has a meaning to it. I may have a concept of what I want to make, but the end product may not be what I initially had in mind. That is what makes me a designer. I don’t think there is any dress that I have made that I felt I could have made better.
The economy seems to be affecting many businesses in the country. In what ways are you affected and what do you think the government can do to salvage this situation?
Everyone is facing the problem of the increase in the price of fuel and that affects every business person. In fact, it is a big problem for me. The government should help us with the fuel issue and give us more electricity because we work with electricity. The country should just be a better place to do business and live in.
What is the most expensive cloth you have ever made for a client?
My most expensive dress ever made is the one I made for Osas for this year’s AMVCA.
How much is the dress worth?
The dress is worth $20,000.
Do you charge in dollars?
I charge in both dollars and naira. I have some clients outside the country.
Do you make clothes for average-income earners?
I make clothes for anyone who can afford my dresses. I don’t go checking if they earn on the average or on the high side. People place value on different things. There are people who may have a lot of money but won’t see the need why they should spend millions on a dress. Then, I know some people who will save for months because they want a dress of a certain price. It is based on one’s personality.
Who are your mentors in the industry?
I wouldn’t say I have a mentor in the industry because I believe a mentor is someone I have access to in the industry, and who guides me. However, I have a few people I draw inspiration from.
What are your most memorable moments as a fashion designer?
I have a lot but I think the one I always remember was the AMVCA 2022 where I bagged the Best Designer Award for the outfit won by Osas Ighodaro.
I guess that was why Osas contacted you to make her another dress for this year’s AMVCA?
Osas is my muse and I am her go-to designer. Before making last year’s dress, we were already talking about next year’s dress by the grace of God, except something changes.
What are the things you do to maintain your beauty?
(Laughs) I drink water and mind my business.
What are the fun things you do aside from your job?
It will be my ministry work – Zion Worship. I enjoy myself doing that.
-Credit: Punch
