Alima Bello : Kumasi to the Catwalk, An Inspirational Path in Ghana’s Fashion Industry

Growing up in Kumasi, Bello was expected to graduate with a degree in business management from the University of Ghana and join her family business. As a first-born child to a Yoruba man, her father had meticulously designed her future: study business management, then work in their oil seed factory processing soya bean oil, palm kernel oil, and refining other oils. This path seemed set in stone until serendipity intervened.

Bello’s father had funded her travels abroad during school breaks, allowing her to indulge her love of fashion. However, after graduation, he stopped paying for her tickets to London, limiting her fashion choices to local boutiques in Kumasi. Frustrated by the limited options, Bello began making her own clothes, transforming her interest into a calling. She spent two to three years convincing her father to let her pursue fashion, eventually moving to Accra to start her business. Finding no fashion jobs with established designers, she worked at a furniture company with an interior design unit and took a part-time job at an ad agency while honing her skills in pattern-drafting.

In 2014, Bello launched Bello Edu, a contemporary womenswear brand, describing her creations as canvases for women. Her journey from humble beginnings to international acclaim saw her showcasing her work on prestigious platforms like Portugal Fashion Week and getting stocked in retail outlets across Africa. However, the path was fraught with challenges, including difficulty in raising capital to fund her entrepreneurial dreams.

Traditional finance institutions often don’t understand the seasonal nature of the fashion industry, making it hard to secure loans. Bello bootstrapped her dream by working several odd jobs, her career taking a non-linear path.

Bello’s brand identity took time to define. She focused on understanding her target market, eventually identifying the Bello Edu woman as a confident, hard-working individual aged 33 to 35. This woman enjoys splurging occasionally but is mindful of her spending, blending luxury with practicality. With this clear vision, Bello rented her first brick-and-mortar store in 2017, marking a significant turning point in her career.

By 2018, Bello had depleted her life savings to keep the business afloat. Despite attracting some sales, the income was insufficient to sustain the business, causing immense stress. However, the Covid-19 pandemic in 2020 brought unexpected respite. The lockdown, coupled with the Black Lives Matter movement, boosted sales for black-owned businesses. Bello Edu gained visibility through features on various platforms, which helped increase sales and sustain the business. Despite having no marketing budget, word-of-mouth played a crucial role in the brand’s survival.

Today, Bello Edu is in a more comfortable space, with the vision evolving over time. Bello’s minimalist designs reflect her personal taste and aim to serve as a canvas, contrasting with the bold prints popular in African fashion. Her journey from aspiring designer to successful entrepreneur underscores her resilience and dedication to her craft, making her a notable figure in contemporary fashion.