As some entrepreneurs catch cold feet over the dynamic creative and fashion industry, Jeffrey Wilson is one generation who embarked on an unrelenting quest nearly a decade ago to come up with something that could make Kenyans buy local designs to be able to spur growth in the fashion industry.
Knowing too well that fashion and creative industry is a hot market that lacks recognition, the calm, sober, young investor founded JW Show in a bid to fill the gap. But is he really up to the task of making things happen?
Wilson’s fashion show, popular as JW Show, aims at connecting Africa and the world through fabric and design, under the movement #MADEINKENYABYKENYANS buy Kenya wear Kenya. Basically, he is on the driving seat of a business that tour counties in search of creative talents in the fashion scene.
“We felt designers were not given enough exposure and also models as well were not respected during the time they are doing shows,” he says.
Mr Wilson discontinued accounting class at Strathmore University to follow his destiny by pursuing events management in 2012. Despite being looked at as someone who came through the back door, his is a story of a clever guy who looked practically at what he can do rather than holding a paper. Believing that market circles keep changing and fresh trends coming up, Wilson had to out think. He jumped into the arena at a time when people get into business in droves but only a few make it.
To avoid a slight mistake that would leave his future to chance, the susceptibly Christian man ended up acquiring skills that would help him to do what he is passionate about. He is proof that change is as good as a rest and that an important investment, one that will thrive, is one built on passion. He is living his dream.
“I didn’t drop accounting per se,” he says. “I just wasn’t feeling that I am gaining much and I wanted to do what I love, what I can write and have my own answer, and also fail and know how I am failing, and use my example so as to make me understand the idea of God to man. We can achieve anything that we set our minds to, God is everything towards JW Show.”
Taking it one step at a time while emphasising on “made in Kenya by Kenyans”, Wilson is building a success story of locally tailored designs arguing that these days, fashion and design work, if well executed may not only prosper you but also create thousands of jobs.
He is building an empire that is currently boasting of a huge team that consists of different field operators like floor managers, graphic designers, production managers, Information and Technology experts, bloggers, marketing managers as well as creative producers. With a team of experienced people in the fashion industry including Mitchell Mutheu, Kev Mafumbo, Ken Pope, Sheila Nkerote, Xavier Brian, James Kefiro, and Kruss, who are also his good friends, his aim is to touch the sky.
“We have over 800 people working in different fields through JW Show, the ones we managed to take abroad, since we work with lots of start-ups in the making. We work with them (referring to his team) entirely to make sure we achieve our goal, we are determined to make sure we embrace our love for designs,” he says, pointing out that his venture targets everyone but tilts focus mainly on ages between 12 to 60 years.
Downplaying the question on expenditure, of over heads and how much capital he started off with, he affirms that what gives him the confidence to succeed with a fashion company in a local market that is very dynamic is dedication to not only the business but also God.
“First I didn’t start with much, because I put God first so things fell in place, and support from my friends I believe is what have made me who I am today. I have good friends behind me, I’ve never taken a loan, nor my savings to do any of my shows,”
Although money is currently flowing out of the fashion venture in a competitive market, in two years time, he wants to make sure that the company spreads its wings across the East African region and beyond. Opportunities are growing to an extent that plans to commence international shows (abroad) and also inviting foreign designers to visit the country to showcase what they have, are on cards. But lucrative as it may sound, Wilson’s significant entrepreneurship journey is dotted with myriad challenges.
It is not easy to be a fashion entrepreneur especially in this era where the next generation of consumers are not certain about what they want. Some players have also jumped in the industry to get a piece of the pie but are not up to the task as far as turning around the whole industry in an attempt to promote local fashion is concerned.
“Be ready to sacrifice a lot, be ready to be used as well, it’s not an easy field to be in unless you have financial support behind you… The journey has been rough and tough as well, lots of challenges, that we have learned but we now know how to overcome them. For now we just want everyone to enjoy being Kenyan, to support local brands, and to appreciate the creativity that we have here,” he says. By Victor Adar
