Blogger creates traditional brands for Afro-Irish market

A LIFESTYLE blogger saw the need to create traditional fashion brands for the Afro-Irish market and is making waves.

Tallaght resident Florence Olufemi-Oji (29) founded M.I.O-Prints, an Afro-inspired lifestyle brand in 2018, which includes products such as hair-bonnets, silk/satin scarves, and pyjamas.

Florence says the concept originated from the need to serve the Afro-Irish market, which was “going through a natural hair movement at the time where African women were being encouraged to stop chemically straightening their hair.”

“We started off with just seven hair-bonnets and then expanded to include Ankara scarves, aprons, and many more products,” said Florence.

“What sets us apart is our unwavering commitment to bold, vibrant colors and unique Afro-inspired patterns like Ankara and Kente, infused with a modern twist.

“These designs allow our customers to express their unique style while feeling their absolute best.”

Having lived in Ireland for 23 years, Florence’s parents are originally from Nigeria and she considers herself to be “Black-Irish.”

A former Tallaght Community School, and Mount Seskin student in Jobstown, Florence says South Dublin LEO has been an invaluable support, which she was not aware of initially when launching the business.

“Our first interaction with South Dublin LEO was during a training session at Rua Red in Tallaght.

“We quickly realised the value they could provide, and decided to continue attending their programmes and take advantage of their invaluable support.

“What we appreciate most about being a part of South Dublin LEO is the support network it offers, connecting us with other business owners in the area.

“I would advise aspiring entrepreneurs to make the most of local enterprise resources right from the start.”

Covid was a horrible time for SMEs and disruptions in the supply chain created problems for Florence.

“Fortunately, most customers were understanding of these potential delays, provided we kept them well-informed.

“Surprisingly, during the pandemic, our online store remained quite busy, and the launch of our pyjama line allowed us to create a campaign centered around the concept of ‘staying at home, looking comfortable, and stylish.’

“Our business is currently in a stable position, and we’re gearing up for the busy Christmas season.

“We take pride in the role our products play in making thoughtful gifts, and we’re always open to personalising items based on customer requests.

“Additionally, we’ve had some positive experiences participating in Pop-Up events and markets.”

Florence believes more in-person events like Pop-Ups and markets has not only aided in market research but also helped to understand their target audience better, while “increasing brand awareness and customer satisfaction.”

“Our customer base primarily comprises young adults aged 25-40, predominantly women, middle- class with a diverse background.

“We serve a community of like-minded individuals who are bold, confident, and unafraid to make fashion statements.

“These customers prioritise their hair and skincare routines and overall well-being, often using our staple products like hair bonnets, pillowcases, and pyjamas.

“Although the sole operator of the business, Florence has a network of resources and support, including a team of models for photo shoots, two primary photographers, a web designer, an accountant, a social media assistance and a business advisor.

“Looking ahead, Florence plans to curate a range of complementary products for the M.I.O brand, including pyjamas, robes, hair bonnets, pillowcases, and scarves, to promote sustainable fashion and complement our best-selling products.

“Our aim is to create a capsule wardrobe that reflects sustainable fashion principles.

“We’ll be launching a male pyjama line in the near future.

“Additionally, we have ambitions to open a physical store, and our long-term goal is to expand and scale our business beyond Europe.”

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