In the early 2010s, entrepreneurship emerged as a critical avenue for survival among African youth, coinciding with Maryam’s launch of her business. The high unemployment rate compelled many millennials to creatively harness their passions and skills. During this period, conferences and gatherings designed to teach young individuals how to monetize their interests gained traction, serving as a pathway to financial stability.
A distinguishing feature of the RIKAOTO brand is Maryam’s engagement with the pageant industry. As a former beauty queen, she has inspired countless contestants across the continent. Many young women have become devoted supporters, believing that wearing her dresses in competitions would bring them good fortune—a belief that often materialized.
The name “Rikato,” derived from her middle name, reflects her personal heritage; she hails from Kebbi, a northern state in Nigeria, West Africa. Maryam’s father is a retired police officer, while her mother is an accomplished entrepreneur. She is the youngest of seven siblings.
After completing her primary and secondary education in Kano State, Maryam relocated to Lagos to study English Language at the University of Lagos. Following her graduation, she pursued her passion for fashion by attending the New Jersey Fashion School in the United States, where she completed eight months of training in fashion design.
As a dedicated fashion designer, her brand, RIKAOTO by me, gained prominence around 2012, becoming a household name. Maryam actively engaged in the fashion industry, styling celebrities, prominent figures, and pageant contestants, while also participating in international fashion shows.
Her innovative approach to fashion is vividly reflected in her designs, showcasing her commitment to bringing her creative visions to life. Maryam’s entrepreneurial spirit positions her as a compelling force and an inspiration to aspiring entrepreneurs.
In this edition, she reflects on her past, her current endeavors, and her future aspirations.
Enjoy her interview with the African Founders Magazine Team.
AFRICAN FOUNDERS CO: How has your family and educational background influenced your choice to become a fashion designer?
Maryam Elisha: Initially, my parents were entirely opposed to my fashion career, as my father wanted me to pursue law. However, my perspective shifted after I participated in and won a beauty pageant. Experiencing the exhilarating feeling of wearing exquisite luxury dresses inspired me to start a fashion business.
Although I had always harbored a passion for fashion, I was still in university at the time and had begun creating outfits for friends and family. This made it relatively easy to nurture my passion. Many admired my style, luxurious taste, and, most importantly, my attention to detail in my designs.
AFRICAN FOUNDERS CO: What motivated you to focus primarily on haute couture?
Maryam Elisha: As a fashion designer, my goal is to reveal “the Queen within every girl.” I want every woman I dress to recognize her worth, understanding that there’s an invisible crown atop her head, and that her royal essence can be showcased through her attire, demeanor, and charisma.
Whenever I dress a Rikaoto bride or a pageant contestant, they often exclaim during fittings, “Oh wow! I look like a Queen!” This response brings me joy, as that’s precisely how I want them to perceive themselves and feel while wearing the brand. This level of exclusivity and meticulous attention to detail is uniquely achieved in haute couture.
AFRICAN FOUNDERS CO: What was the most challenging moment you encountered as a startup?
Maryam Elisha: The most daunting challenge I faced as a startup was determining which niche to focus on. However, over time, everything fell into place.
While we now specialize in haute couture design, we still create bespoke pieces for our clients. As a creative entrepreneur, I see every project as an opportunity to push my boundaries and deliver excellence without excuses.
AFRICAN FOUNDERS CO: Have you encountered any challenges that posed a threat to your business’s survival?
Maryam Elisha: No, I haven’t faced any challenges that jeopardized the existence of my business.
AFRICAN FOUNDERS CO: What mistakes did you make in the early stages of your business?
Maryam Elisha: One significant mistake I made early on was not establishing a proper operational structure. I never anticipated the rapid growth of the business; I thought it was merely a passion project, and I doubted people would invest significantly in our products.
I realized our brand’s popularity across Africa when a client voiced her dissatisfaction on social media. This prompted me to revisit our strategy and restructure the business to better align with the brand’s needs.
AFRICAN FOUNDERS CO: How do you maintain a balance between work and personal life?
Maryam Elisha: I find ways to navigate it by knowing my values and prioritizing them. Additionally, I practice time management to keep myself organized.
AFRICAN FOUNDERS CO: If you weren’t in fashion, what other industries would you like to explore?
Maryam Elisha: I recently ventured into the oil and gas industry. It’s quite fascinating and distinct from fashion, but I enjoy it as well.
AFRICAN FOUNDERS CO: What challenges have you faced in managing your business, and how have you addressed them?
Maryam Elisha: One challenge is the scarcity of skilled labor; finding competent staff in the Nigerian fashion industry can be tough. We hire individuals with great potential and train them to meet our standards.
AFRICAN FOUNDERS CO: Thank you for your time, Maryam.
Maryam Elisha: Thank you for having me!
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