The ‘Wear made-in-Ghana campaign’ is catching on well. Today, new dimensions, apart from the usual dresses sewn using local textiles and prints are being introduced, Ama Amankwah Baafi writes.
Every day of the week, Ghanaians are seen using different things made from local prints. This, no doubt, has created market for the locally made prints and textiles. The increasing love for the prints has also served as an employment avenue, be it full time or part-time, for most young graduates.
A local accessory maker, Nana Yaa Amoateng, shared her story with the Graphic Business but first made it clear that the sector could be improved to attract more investment and generate revenue if government took steps to develop it. To her, the players in the sector need more sources of cheaper funds and promotions to boost their efforts.
The 25-year-old is the brain behind Naya Designs and she basically makes products exclusively using African prints.
Naya Designs
Naya Designs is barely a year old but her products are causing a stir in the fledgling market. Nana Yaa was inspired to make such products after a trade fair organised by the Kwame Nkrumah University of Science and Technology (KNUST), which allowed individuals and groups to exhibit their talent while in school.
“I am inspired to make things on my own by the word of God, my grandmother and music,” she said.
Located at Kentikrono in Kumasi, Naya does not produce specific collections for each season. She only makes the products based on requests from her clients.
Again, her choice of materials and colours are based on experience and what her clients demand.
“It could take a minute, an hour, a day or week to finish a product. Sometimes, a design just comes to mind while I am working on one. When it happens that way, I just pause and quickly sketch it down so I don’t forget it,” she said.
Target market
Basically, Naya designs are for everyone who loves fashion. She has gained some recognition from family, friends, clients and a few firms such as Jofel Catering Services Limited, Kumasi, that contracted her to make some bowties for its waiters.
She has an apprentice who works with her at the weekends.
Though she started her trade by just making ribbons, her friend Ophelia advised her to sign up on social media and her story has changed since. “Then it went from one client to the other and now I can boast 20 varieties of my products,” she said.
She also said the journey had been tough but, “so far, so good. I know with determination and hard work, I will surely get to where I want to be,” she said.
Her challenges include being unable to meet deadlines and ensuring that her product finishing is perfect. Nevertheless, she loves her chosen vocation and feels good when she is able to make a product.
“I try to brainstorm and visualise to make products that suit my clients’ taste. I really get into the mood and I will not even stop to eat until I achieve my aim. And with deadlines, I try to meet them. I also improve on my finishing day in and day out and take criticism in good faith,” she said.
In spite of these, she believes her products have some unique features that make them stand out.
Future
Her target is to expand the business within and outside Ghana, and to participate in exhibitions and fashion shows.
She advised the youth to pray about their aspirations and start to work on them gradually and “As time goes by, the good Lord would manifest his glory in you and you would have a breakthrough to something really big.”
Education and family background
Nana Yaa holds a second degree upper in Communication Design from KNUST. She attended St. Louis Senior High School in Kumasi and St. Bernadette Soubirious School in Dansoman, Accra.
She is an active member of the youth service at Nsenie Church of Pentecost and member of Graphic Art Students Association (GASA).
Her mother is an Akyem from Asamankese in the Eastern Region and her father, an Ashanti. She also loves acting.
{gallery}nanayaadesigns{/gallery}