Amina Sine always knew she would end up in fashion. It was more than a business for her, it was an extension of her creativity and a way to honour her grandmother, who nurtured her interest in fashion and used their shared love for design as a way to bridge a generational divide.
We speak to Amina about Grandaughter, her fashion brand named in honour of that bond, running a bi-coastal brand and her plans for the future.
Hi Amina, please introduce yourself and your business.
My name is Amina Sine and I’m a fashion designer at Grandaughter, a fashion brand which is all about elegance and creativity set to bring out the best in every single detail. I also own a podcast known as Grind Glam and Gains, which talks about everything fashion, business, and so much more.
What inspired the name of your business?
My grandmum is the major inspiration behind my business; she was a very industrious woman and fashion was one of her many talents. I was her first granddaughter and spent a lot of time with her.
Why did you get into fashion? What was the appeal for you?
I grew up being one of those stand-out fashionable kids. So, it’s not really something I picked an interest in; I’ll say it has always been a part of me. I was allowed to express myself a lot and growing up with my grandmother influenced my fashion sense too. I loved to try out new combinations, and it sort of made me a trendsetter among my peers. And to be honest I loved it!
How did you get your first customer?
I got my first customer when I was in school in London. My cousins had summer jobs and had some disposable income. I felt they would love to buy my clothes since they were always complimenting my dress sense. When I came to Nigeria for the holidays, I began to put together some combinations and take them back to sell to them.
At what point did you decide you build Granddaughter into a legitimate business?
So, my first customers were my cousins. And before I knew it, their friends were also patronising me.
I always knew I’d go into fashion. When I moved back to Nigeria, I started a reality show relating to the fashion brand, and I got access to a lot of celebrities and all that. Unfortunately, I lost a lot of my work due to a lack of structure to protect my copyright (I don’t want to go into the details). But I learnt a lot from this, and in 2014, I decided I needed to make all necessary registrations with my lawyer and registered Grandaughter as a limited liability company.
Have there been any challenges in building your business over the years, especially financial ones?
There have been a lot of challenges, from finance, time, workers and many others. But things have been improving over time, and there’s definitely progress.
It’s very hard for small businesses, especially ones where the end product is manufactured locally, to secure funding. How have you funded your business since you started operations?
There have been a lot of challenges, from finance, time, workers and many others. But things have been improving over time, and there’s definitely progress.
With the little capital I had saved up through selling dresses to my cousins, I also had a side business of selling wigs. With this I steadily grew and improved my fashion business over time. Always investing back to the growth of the business has also been helpful and my partner has also been really supportive. I’m glad to have worked with some prominent names, and I’m open to grants and funding to support the business and move forward.
Do you have a preferred method of saving?
So I was introduced to Piggyvest by one of my workers recently, and I’ll say it has been really helpful.
How do you plan and budget for your business, especially with how crazy inflation has been in the last two years?
The Inflation has not made things easy, but thanks to Piggyvest Flex Dollar Account, I save some money in dollars, especially when I know I won’t be needing it immediately. I’m also very detailed with the number of my collections, spending habits, logistics and so many things relating to the business. Also, I have people to help me keep track of the income and outflow of the business. I take my business finances very seriously and keep things within my capacity.
How do you find customers?
Social media has been an amazing source of customers for me. One thing I’m glad about the Grandaughter brand is the fact that it speaks for itself a lot, and that has really been helpful in gaining customers.
Are there any lessons you have learned from your work as an entrepreneur that have improved your relationship with money?
I have learnt so many things. Being a nice person in business can get you in trouble. I’ve been that nice person, and sometimes, working with tailors brings a lot of personal issues into business, so I’ve learnt to shut out emotions when it comes to my business and focus on the goal. That’s not to say you have to be the harsh and mean boss. But set healthy boundaries.
Do you have a long-term savings/investment strategy for growing GrandDaughter into a bigger, more financially resilient business?
For now, I’ll say no. Because I invest a lot back into the business. But I am profitable generally and working towards that already.
Are there any financial decisions you have made as a small business owner that you are very proud of?
Yes sure, My machines, my space, and the quality of my collections.
Were there any financial mistakes you made at the beginning of your journey as an entrepreneur that you wish you could correct now?
Yes, I’ve made some mistakes with certain fabrics I’ve bought, which did not turn out to be the perfect fit for a dress, especially when it comes to the texture. I’ve also made some mistakes with workers and spending more on renting a space without focusing on growing my customer base through social media.
What financial tips would you like to share with other young designers who want to build a financially sustainable business?
I’ll say you should listen to your heart and don’t let the initial difficult stages define your zeal towards the business. Always prioritise quality because your products do the talking when you’re not there. Most designers make the mistake of focusing on quantity instead of quality, especially when there is financial constraint. My podcast “Grind Glam & Gains” is also a great space to find out a lot more about my early mistakes and helpful steps I believe you should take in this journey of becoming a successful fashion designer.
