Women thriving in male-dominated businesses

Michelle Ekure, a graduate of International Studies and Diplomacy from the University of Benin, ventured into shoemaking, designing and building shoes to bid farewell to joblessness. After searching for a job to no avail six years ago, she decided to look inwards for what she could do.  She said her initial approach was to get […]

Michelle Ekure, a graduate of International Studies and Diplomacy from the University of Benin, ventured into shoemaking, designing and building shoes to bid farewell to joblessness.

After searching for a job to no avail six years ago, she decided to look inwards for what she could do. 

She said her initial approach was to get a job and build a career in International Relations and Diplomacy. “But then I realised I wasn’t getting anywhere because of nepotism. There is always that point in your life when you search your soul to find answers. I took the first step which was learning the craft and found out that I was natural at it, and continued polishing my skills till date; I have no reason to look back.” she said.

Ekure said when she started making shoes in 2011 the business was not as lucrative as it is now, but over time she has made a mark as the business is established. 

“When I started, I was servicing the needs of friends and family members but now I can say with the increasing awareness on made-in-Nigeria products and the standard of my products,  it’s becoming more lucrative and rewarding. 

“However, the challenge of importing some of the basic materials has also found a way of limiting our profits. I believe we are giving tough competition to our international rivals but if we can produce these basic materials at good standards, we can sell to clients at better rates,” she noted.

Ekure says she has more orders to make male shoes but with equally substantial order from the female folks, she hopes to increase her female line of the business.  

 On how she is coping in  the shoemaking business which is considered a male-dominated trade, Ekure said gender has no place when you are chasing your dreams and when you are artistic.

“When I am in work mode I don’t know what gender I am, and this has been my driving force. But more importantly, personal motivation has made me rise above my fears. I am creative but in being creative, you have to also keep abreast with trends and this has helped in moulding my creativity,” she explained. 

The female shoemaker says she has been mentoring young people in the trade and will continue to do so. “I have been conducting series of one to three months long tutorials on shoes, bags and belt production as the package permits to willing participants, though it comes at a cost. All learning comes at a cost be it time, convenience or money,” she added.

She advised other young people that landing a dream job is good, but while waiting for that, they should discover their talents and sharpen them. 

“Our goal towards our career pursuits should not be money, because if it’s your driving force then you might be on a wild goose chase; greater fulfilment stems from using your talent or skill towards satisfying the need of the next man and the reward comes in all forms not just monetarily,” the shoemaker philosophised.

She said the present economic situation has affected her business both positively and somewhat negatively too. 

“I will say the poor economic situation saw the emergence of new policies on importation and other things and this has ripple effects in good ways being that importation of things that can be made in Nigeria became more expensive thereby giving a boost to made-in-Nigeria products. 

“But again, the truth remains that we do not produce all the basic materials or machines used for production here in Nigeria and as a result, you spend more trying to achieve a high level product (like I do) and this has serious effect on your product price placement, and thus our profit. 

“There is also the aspect of basic amenities still lacking and the high price to pay for them and a host of other challenges, but only your zeal and motivation can take you past all these and keep you relevant.

“The prices for my products, Shoes for instance is usually between N20,000 – N50,000 and belts from N7,000 – N15,000,” she said.

Ekure thanked her family members, especially her mother for being super instrumental to achieving her dreams and for her prayers and encouragement.