25 Aug 2014

For 34-year- old Iren Phutietsile, the passion for fashion is the driving force to success in the business of fashion design.

The young and vibrant designer, who prides herself in loving and breathing the fashion dream, started her business in 2004 after receiving a 20 000 pula fund from government’s Youth Development Fund (YDF).

Iren say that, upon receiving the money she established a stable fashion business immediately where she designs different gowns for various occasions and specific clients’ needs.

Mahalapye born Irene now operates her business which goes by the name Irox designs, opposite bus rank, and, unlike some designers who have had to pursue a course in fashion design, she says the knowledge of design runs through her family.

“It is a God given, I could say it runs through the blood, because in our family, about five of us are designers; we just learn from observing our parents at home then we put that into practice until we rich perfection,” she says.

She says upon realising that she has got talent, she went to do a trade C certificate in textiles and dress making which is now handy in fashion design business.

“Starting up a business is never easy, but I have learnt that if one ventures into something that they are passionate about, they must be ready to endure all the challenges that come with it,” she says.

Having the best interests of her clients at heart fulfils Iren and highlights what she actually stands for in business.

“I am not the kind of a designer who only looks at profit making because when a customer comes to me looking for a specific design, I take my time to consult with him/her and even try fashion counseling to recommend the best for them,” she says.

She considers the kind of occasion that the client will be at, the client’s body figure and advises on the best suit for instance, she says, adding that one has to dress to impress as well not just to cover the body.

The passionate designer says she is happy with the market and her since she is able to put food on the table, as well as pay her employees on a monthly basis and keep her business up and running.

Despite that, Iren laments the lack of support from fellow Batswana saying they do not believe in local designers, adding that if the support that they give to foreigners could be turned around it could take local designers to greater heights.

She also complains about the tough competition from Chinese businesses saying they bring in designs at very cheap prices.

“The price that a Chinese shop will sell a wedding go, is basically the price that I will pay to acquire material to design such a garment,” she laments.

For her the journey is far from over as she dreams of seeing herself being able to compete at international markets and being a famous designer who can even be trusted with designing for bigger events like Ms Botswana.

Her appeal is for the government to favour them with big tenders as a way of empowering them, adding that big tenders like designing uniforms for government departments should be shared amongst designers so that all could benefit. Ends