National Wire About Nigerians, Nigerian Business and Other Stories
In this mind blowing and quite revealing interview with National Wire, the young, vibrant and beautiful female Chief Executive Officer (CEO), behind the LaurelDaphine brand of shoes and footwears Mrs. Oyinbrakeme Daphine Ezetu bared her mind on her prospects, challenges and expectations as an entrepreneur.
Oyinbrakeme who also relived how she started her business brand from her mother’s balcony in Yenagoa, the Bayelsa State capital, South-South, Nigeria, in 2017 said she has taken the world by storm with her grass to grace story that would leave audiences breathless as they go through her interview with National Wire.
The CEO narrated how she saw herself through a Master’s Degree in the UK from earnings from her trade to training young females in the art of shoe making…
National Wire Source caught up with Oyinbrakemi Daphine Ezetu, best known as Yinbra for short, in the streets of the United Kingdom (UK), where she was having the time of her life on vacation.
She shares her challenges and the inspiration magic that keep her going in spite of the odds in a male dominated domain of exotic corporate shoes and casual footwears.
INTERVIEW:
Q: What’s your name, the name of your brand, and where are you from?
Ans: My name is Oyinbrakemi Daphine Ezetu, and I am the founder and creative director of LaurelDaphine Shoes & Footwears. I am proudly Nigerian, and I am from Ijaw stock.
Q: What do you do for a living?
Ans: I am a footwear designer, Certified Event and Conference Manager, Entrepreneur, and an advocate for women’s empowerment in fashion craftsmanship. I create high-quality, handmade shoes and footwears that blend artistry with comfort, style and affordability.
Q: How did you get into footwear production?
Ans: My journey started out of passion and the discovery of a Business opportunity. I have always been fascinated by footwears and how a well-crafted pair of shoes can transform a person’s confidence and appearance. My footwears are my most treasured fashion accessory.
In 2017, when Nigeria was experiencing recession, I stumbled into a beautiful pair of handmade Flip flop at an artisans workshop for sale and couldn’t resist buying it. Fast forward, people complimented me for the flip flop and even asked where I got it or will offer to buy it from me. As a business minded lady, I quickly saw a business opportunity. I contacted the artisan and asked if he could make bulk for me to resell and he accepted. However; after a while the orders became so much and I had to re-negotiate. I offered to pay him for his artistry, while I purchase all the materials needed as well as work part time as his apprentice, all in the quest to make the product more accessible and affordable. I started small, making shoes from the balcony of my family home in Yenagoa.
As time went on, I began creating my own designs and taking orders on custom designs while I learnt on d job. and through a dint of hard work and dedication, LaurelDaphine Shoes grew to what it is today – creating jobs and empowering more people.
Q: What inspires you in this business?
Ans: I am inspired by the power of creativity to change lives. The idea that I can craft something with my hands and have people across different walks of life including celebrities, wear and appreciate it, is deeply fulfilling. I am also motivated by the impact I can make —training young girls in shoemaking and creating job opportunities in the fashion industry.
Q: How lucrative has the business been?
Ans: The footwear business has been rewarding, nevertheless, like every business, it has its highs and lows. Over time, LaurelDaphine shoes and footwears have built a strong customer base, and demand has continued to grow in leaps and bounds. The LD brand has won several awards and got honourable mentions in major events. The most recent was: “Most Promising Footwear” Brand 2024 at the African Fashion Fiesta. This has further boosted visibility and sales of the LD S&F brand across the globe.
Q: What are some challenges you’ve faced in the course of running this business?
Ans: One of the biggest challenges has been sourcing quality materials locally. Most of my creative designs require, as well as dealing with fluctuating Forex rates due to economic factors. Another challenge is breaking into an industry that is still largely male-dominated. However, my passion and resilience keep me pushing forward.
Q: As a young woman, how do you cope with family life and running a business?
Ans: It’s all about maintaining balance and time management. I ensure I set clear priorities and delegate tasks where necessary. Having a strong support system also helps.
Q: What’s your message to young women running their own businesses?
Ans: Start now and where you are. Use what you have, and stay consistent. Challenges will come, but if you remain focused, resilient, and open to learning, you will succeed. Most importantly, never let societal expectations limit your dreams. I learnt from a person whose salary I was paying, I never let pride or arrogance get in the way of my goal.
Q: What makes the LaurelDaphine brand of shoes and footwears tick?
Ans: Authenticity, quality, and affordability. Every pair of shoes we make is a reflection of creativity and craftsmanship. We focus on comfort, durability and aesthetics, ensuring our customers feel stylish and confident even on a budget.
Q: How did you come about the brand name LaurelDaphine?
Ans: “Laurel” symbolizes victory, excellence and achievement, which is also my sons name. While “Daphine” is my name. Together, they represent my vision of creating a globally recognized shoes and footwear brand that embodies success and style.
Q: Have you ever thought of a name change name of your brand?
Ans: I believe LaurelDaphine already represents both my identity and my vision.
Q: How did people perceive your business at first, being a young girl in footwear production, which is not a typical business for young ladies?
Ans: At first, there was skepticism. Some people doubted my ability to thrive in shoemaking because they saw me as too classy and it is traditionally seen as a craft for males. However; over time, my brand and work, spoke for itself; and now, many admire and support my brand.
Q: Where do you see your brand in the next decade?
Ans: I see LaurelDaphine Shoes becoming a global name in fashion, expanding across Africa and beyond. This is already working out. I also envision opening training academies for aspiring footwear designers, especially young women.
Q: What’s holding you back from being the next Elon Musk or Dangote of Africa?
Ans: Access to funding and large-scale production facilities. If the right investments and infrastructure are in place, LaurelDaphine has the potential to scale massively.
Q: What areas do you think the State or Federal Government can augment to help your business grow more?
Ans: The government can support local manufacturers by reducing import duties on raw materials, providing grants and loans for fashion entrepreneurs and investing in skills development programmes for up and coming artisans.
Q: What’s next for the LaurelDaphine brand?
Ans: We are working on expanding our product line, increasing production capacity, and collaborating with international fashion retailers. There are also plans to launch a flagship store soon.
Q: In spite of the challenges, to what extent has owning a business helped you in life?
Ans: It has given me financial independence, confidence, and a platform to inspire others. I was able to sponsor myself though a masters degree programme. I’ve learned resilience, leadership, and the power of perseverance.
Q: Why footwear? Why not something else?
Ans: Shoemaking is a perfect blend of creativity, craftsmanship and functionality. Shoes are an essential part of fashion and I wanted to create something timeless and impactful. Moreover, I love shoes.
Q: How and where do you source your production materials?
Ans: I source materials locally where possible, but for high-quality leather and accessories, I also collaborate with local tanneries and artisans to create unique designs.
Q: How can prospective customer reach you? What are your social media handles and website handles?
Ans: The LaurelDaphine brand can be contacted on major social media platforms. On:
Instagram: @Laurel_daphinefootwears
Facebook: Laureldaphine
Twitter: @LDfootwears
