Nigeria’s fashion retail industry has advanced significantly, evolving from a budding market to a thriving sector that can now compete worldwide. Over the years, retail has greatly impacted how Nigerian fashion is viewed and consumed domestically and abroad. The fashion retail business has increased awareness of African fashion and given local designers a platform to showcase their creativity and workmanship to a global audience by bridging the gap between designers and consumers.

One of the major figures in this industry is Ezinne Chinkata, a trailblazer whose contributions have changed the perception of African fashion retail. After earning a Master’s degree in Environmental Management and a background in Biology and Genetics, Chinkata pursued an unexpected career path in fashion, which she has dominated for the past 15 years. Chinkata has had an enduring impression on the fashion industry as the founder of ZINKATA, a retail business devoted to empowering women and promoting African designers. Her brand demonstrates her dedication to empowering women and advancing the “Buy African” movement.

In this interview with Dorcas Akintoye of THEWILL DOWNTOWN, Ezinne Chinkata discusses her 15-year journey in the fashion industry, the challenges and triumphs of building her brand, the lessons learned from a decade of running her retail store, and her vision for the future of African fashion.

What inspired you to transition from a science based background to a career in fashion?

I quite often say jokingly, “Fashion found me” in response to this question, but there’s quite a bit of truth to it. It happened pretty naturally. I was at a crossroads at the time, where I was exploring the various options available to me regarding career opportunities after my Master’s degree in Environmental Management and a first degree in Cell Biology and Genetics. In the midst of all the dialogue, styling kept coming up as an option, and I took the bold step and went ahead to interview for an Editorial Stylist’s role in Elan magazine, recommended to me by a friend and from my very first Editorial, I was in neck-deep right through till date. I am truly thankful.

What were some of the challenges you faced when starting your career, and how did you overcome them?

Fifteen years ago in Nigeria, there was hardly any structure or association to guide an aspiring fashion stylist/ entrepreneur on how to put together packages, get creative guidelines, and help set up a business. What we had in abundance was great talent, a fast-exploding industry and a growing network of extremely talented creatives. I navigated through this unique terrain by trying as best as I could to be: professional, ethical and, most importantly, go in with a genuine desire to put in great work and satisfy the clients. I took on a lot of fashion courses from international schools and asked for help and mentorship from all over the world, where and when possible. I had quite a few challenges, but I had such a fervent desire to succeed, and this fueled my narrative as well as how I tackled each job.

Who or what has been your biggest influence in your career?

My mom was very creative; through her, I saw fashion as a means of self-expression. I spent a lot of time in her hair salon called Gorgeous. In my early years, she owned a made to-measure fashion business, and this was such an exciting place to visit.

Her flair for putting together bold colours and staying true to her authentic self influenced me greatly. My Dad was hard-working, smart and extremely meticulous. His long career in banking, as well as his entrepreneurship pursuits, was truly one I admired and learnt from. He taught me the importance of hard work, transparency, great customer service, and consistently showing up. Thirdly, Africa, particularly Nigeria. I am a true Patriot! Through fashion retail, we pay homage to our culture and traditions while embracing our own unique style.

What inspired you to create ZINKATA, and how did you bring your vision to life?

I was passionate about helping women feel great about themselves by guiding them to help find the right fashion items for their style personalities. I also loved the idea of using indigenous fashion to achieve this. Launching a store with a foundation steeped in these values was the next step. We opened Zinkata’s first doors ten years ago.

How do you select the designers and brands featured in ZINKATA?

We select brands that meet our customers’ needs and align with our business values. Authenticity, a clear design aesthetic, and an ingenious embrace of Indigenous silhouettes are some of the qualities we look for.

What role does customer service play in the success of your retail store?

It plays a very important role. We are extremely customer-centric.

How does ZINKATA promote African designers and the “Buy African” movement?

Most of the items we have in store are Made in Nigeria/ Africa. We create PR targeted at promoting the brands we carry in-store, highlighting their unique stories. We also take time out to find and harness new talent through Zinkata and offer all the help we can to help foster their growth. We also encourage our customers to buy Nigerian/ African by running a well-curated store filled with African merchandise. In their own way, our customers started a beautiful movement and helped create an avenue for the industry to grow and continue to evolve.

What advice would you give to someone aspiring to build a career in the fashion industry?

Start, it can be in the smallest way. Start honing your skills as well as exploring different areas of fashion. Internships are a great way to ease into the field and it also gives you the opportunity to know if a career in fashion is truly for you.

What key personal values or philosophies guide your work in the fashion industry?

My Christian faith keeps me grounded and helps me make the right decisions as well as stay centred. A commitment to staying professional at all times and giving my absolute best always helps me steer through life’s daily demands.

Lastly, I am quite fluid in my ideas especially with regards fashion rules. I believe they exist solely as a great reference point and it can be tweaked to suit everyone’s personal beliefs and convictions.

What are some common misconceptions people have about the fashion retail industry?

The sheer amount of hard work and strategic planning required to run a retail store is not immediately evident to the casual onlooker. They often think it’s just a fun, glamorous, and easy job.

What do you think is the biggest opportunity for growth in the African fashion retail space? Utilising technology to make African fashion readily available globally, as well as all the different parts that would make this work, especially production.

What do you think sets African fashion retail apart from global markets?

Our culture and traditions are indelibly intertwined in the garments we produce and retail. This gives each garment a special magic that can’t be replicated and makes us stand out. Our production style is more slow fashion, which also gives our fashion pieces a certain charm. It is more personalised.

How has the fashion retail industry evolved since you started 10 years ago?

In so many ways. It’s bigger, broader and more developed, yet, we have many gaps to be filled to create a sustainable ecosystem.

What does celebrating 10 years of ZINKATA mean to you personally and professionally?

Ten years for me and the business means so many things but most importantly it gives us a renewed zeal to keep pushing and evolving. I am so grateful.

Looking back, what has been the most rewarding part of running ZINKATA for 10 years?

The positive difference we’ve made in our customers’ lives as well as our contribution to aiding the growth of the fashion industry. I am truly in awe of how far we’ve come and so thankful to everyone, it is all as a result of your support.

Dorcas Akintoye
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Dorcas Akintoye is a versatile writer with a passion for beauty, fashion, relationships, and culinary delight. With a keen eye for detail and a passion for storytelling, she adds a touch of elegance to every topic she explores. She is a writer at THEWILL DOWNTOWN.