fbpx

Q&A: Cape Verdean Architect Finds Passion In Fashion Design

Q&A: Cape Verdean Architect Finds Passion In Fashion Design

Cape Verde native Sonia Tavares had a childhood dream of becoming a fashion designer. Although as an adult her talents took her into the field of architecture, she never lost her passion for fashion. Now self employed and settled into a career as an architect, she has turned her designing hobby into a second career.

She’s launched a line of jewelry, clothing and bags for women — Izótika, Fashion Kriola By Sonia Tavares. She blends Africa-inspired prints with a futuristic design style. Her outfits and jewelry are worn in Cape Verde by a who’s who of media personalities, singers and businesswomen.

The Kriola name is a nod to her Cape Verde heritage. A kriola is a girl who was born in Cape Verde or whose parents are from there.

Born and now based on the Cape Verde island of Santiago, Tavares studied in Brazil, an experience she said adds to her design style. Her designs have gained a global appeal, attracting an international clientele, especially in the African diaspora.

Tavares told AFKInsider how she’s building her Kriola design company from the bottom up.

AFKInsider: How did you start designing?

Sonia Tavares: I started doing it for myself as a little girl who likes to do the same thing today — designing and inventing clothes and accessories. It started in my house and today my designs have already left my country, thanks to the various opportunities that have emerged for me where I can show my ideas.

AFKInsider: What inspires your jewelry and clothes?

Sonia Tavares: Sometimes materials, sometimes ideas that arise, sometimes feelings, ethnic designs. Inspiration comes from different places and even people.

AFKInsider: How do you sell your pieces?

Sonia Tavares: Depending on the types of clothes, I still work on orders. But in relation to necklaces and bags that are already made, I sell those as unique pieces. As my main profession is architecture, my time is limited but the Internet has no boundaries! I sell a lot via online.

AFKInsider: Are you selling internationally?

Sonia Tavares: As tourists come here from various countries, they have bought my designs. I have also participated in fairs and exhibitions that focus on reaching international markets. Also, the Internet allows me to reach a global clientele.

AFKInsider: How do you do juggle both careers?

Sonia Tavares: I’m an architect and urban planner. The company name is Profi-T (Projects and Supervision Tavares). It is a company with my sisters; one is a lawyer and the other, a civil engineer. Fashion is my second job and I do this because I like it. It is something that has been with me since childhood. I split my time between these two passions.

AFKInsider: What is it like being a female entrepreneur in Cape Verde?

Sonia Tavares: It is not easy. Here, the basics are expensive. You have to have some support to get started and to tread this path successfully. Purchasing power is a great and difficult challenge.

AFKInsider: Does Cape Verde help entrepreneurs?

Sonia Tavares:  I will not say I know because I have not sought support from the government. I have always been on my own initiative and each time there is an opportunity to show my work, I do my best. I count on a team of professionals including sewers. Antonia Silva and Nilza Silva are my partners for the realization of my designs and give the best of themselves. I also have the agencies such as Vaiss Models who always support me.

AFKInsider: What were some obstacles and how did you overcome them?

Sonia Tavares: The biggest obstacle is finding quality professionals to offer quality pieces. It’s also difficult to find people to work promptly and get orders out on time. This has been an obstacle. I try to work with seamstresses known for their quality and who are in demand. And our market here for materials is poor, so I have to travel to buy materials.

AFKInsider: Cape Verde is a small market, how do you plan to expand your business?

Sonia Tavares: It’s extremely important to work and market without borders. The Internet tool is a great way to get your ideas to different places. I have a site where I publish my ideas and work that I have done. It has already been accessed by countries on different continents. My strongest market is and will be the Cabo Verdean communities abroad (America, France, Italy, Holland, Russia). They really like and appreciate what I do, more than those who are here in Cabo Verde. They are more interested in learning and acquiring a piece of Kriola.

AFKInsider: What’s the most important lesson you have learned?

Sonia Tavares: You must have quality products, well made and unique, and you have to have great marketing. If a customer feels they have made a good purchase, you will retain a loyal customer.