By Staff Reporter
In a corner studio in Abuja, the steady hum of sewing machines mixes with the rustle of fabric and the quiet focus of young apprentices bent over cutting tables. Here, Ojo Oluwatobi Felicia is not just making clothes. She is making careers.
What began as a personal passion for design has, in less than a decade, grown into Towbee Stitches — a thriving Nigerian fashion brand known for elegant bespoke outfits, bridal wear, and custom designs. For Oluwatobi, founder and Creative Director, the label represents more than style. It represents a belief that fashion can build confidence, create identity, and open doors for others.
From passion to profession
Oluwatobi graduated from the University of Abuja with a degree in English Education. Like many of her course mates, she could have pursued a white-collar path. Instead, she chose a different route.
“I have always loved clothes, but more than that, I loved what clothes could do for people,” she recalls. “The way a well-fitted outfit can change how you carry yourself. That quiet power.”
She started small, taking orders from friends and family, learning through trial, error, and late nights. Word spread slowly. There were no big campaigns or influencer deals. Instead, satisfied clients told their sisters, their colleagues, their friends.
That organic growth became the foundation of Towbee Stitches. Today, the brand serves clients within Nigeria and in the diaspora — from Lagos to London, Abuja to Houston. Each piece is made-to-measure, with a focus on fit, finish, and longevity.
“Fast fashion comes and goes,” Oluwatobi says. “I wanted to build something that lasts. Something elegant, timeless, and confident. Those are my three words.”
Bespoke in a fast market
Nigeria’s fashion industry is valued in billions of naira and moves at the speed of social media trends. Yet Towbee Stitches deliberately chose bespoke — the slower, more personal side of fashion.
“Bespoke is not about mass production,” she explains. “It’s about solving a problem. A bride who wants to feel regal but still dance at her reception. A professional who needs clothes that command respect. A woman abroad who wants something from home that fits her perfectly.”
The process is intentional. It begins with a consultation. Oluwatobi listens to the client’s vision, sketches the design, and selects fabrics — often crepe, silk, and other materials that drape well and hold structure. Then comes pattern drafting, cutting, fitting, and hand-finishing. Custom embroidery and detailing are added to ensure no two pieces are exactly alike.
Her bridal collections have become particularly sought after. Clients describe them as a rare combination of structure, comfort, and intricate detail. In an industry where brides often have to choose between beauty and wearability, Towbee Stitches offers both.
The brand’s reputation was built on this consistency. “The most thrilling test for me was delivering multiple outfits on a very tight deadline for a major event,” Oluwatobi says. “We delivered, and we delivered well. That showed me that quality will always attract the right people.”
Even with rising costs of fabric and production, she refuses to cut corners. “I pay attention to every detail and never compromise on standards,” she states. “Excellence is expensive, but mediocrity costs more in the long run because you lose trust.”
Beyond the garment: Building people
If the dresses are what people see, the people behind them are what Oluwatobi cares about most.
“Fashion is not just about clothing,” she says. “It is about confidence, creativity, and creating opportunities for others.”
That philosophy drives the second half of Towbee Stitches’ mission: mentorship. Oluwatobi has made it a priority to train and equip aspiring fashion designers, many of whom enter her studio with talent but little business knowledge.
“Many young designers can sew beautifully,” she observes. “But they don’t know how to price their work. They don’t know how to manage clients. They don’t know how to deliver quality consistently and still make a profit. And so they struggle.”
At Towbee Stitches, apprentices are not relegated to errands. From the start, they work on real client orders. They learn pattern drafting, fabric sourcing, customer service, and business management. They sit in on consultations. They learn how to handle feedback and meet deadlines without sacrificing quality.
“It’s one thing to teach someone to sew,” Oluwatobi notes. “It’s another thing to teach them to survive as an owner.”
The impact is already visible. One of her former trainees has launched her own brand and is growing steadily. For Oluwatobi, that success means more than any industry award.
“I want to leave behind designers, not just designs,” she says. “I want to leave behind entrepreneurs who will go on to employ others.”
Recognition and growth
In 2023, that commitment to innovation and economic contribution earned national attention. Towbee Stitches received the Skyewise Entrepreneurship Grant, an award given to businesses demonstrating creativity, potential for growth, and impact on job creation.
The grant provided more than funding. It allowed Oluwatobi to expand her workspace, upgrade to better equipment, and formalize her mentorship program. What had been informal training became a structured system with clear modules and outcomes.
“It validated the work we were doing,” she says. “It showed that people are paying attention to brands that are trying to do things differently.”
The recognition also opened doors to new clients and collaborations, further positioning Towbee Stitches as a respected name in Nigeria’s competitive fashion space.
Navigating the Nigerian business terrain
The journey has not been without challenges. Like many Nigerian entrepreneurs, Oluwatobi contends with inconsistent power supply, rising costs of imported materials, and delays in shipping.
There is also the challenge of talent retention. “You invest in training someone, and sometimes they leave,” she admits. “It can be frustrating, but I understand. My goal is not to hold people back. My goal is to prepare them.”
Her strategy has been to double down on education — for her team and for her clients. She educates clients on why quality craftsmanship costs more and why it is worth it. She educates her team on professionalism, time management, and pride in their work.
She also draws inspiration from everyday life. “I learn from research, from prayer, and from just observing people,” she says. “How they move, what makes them comfortable, what makes them feel good. That’s where the best ideas come from.”
A vision for the future
Looking ahead, Oluwatobi has clear plans for Towbee Stitches. She is expanding her bridal line to include more inclusive sizing and designs that cater to different body types. She is exploring sustainable fabrics to reduce waste and manage costs.
Most ambitious is her plan to build a digital mentorship module. The goal is to reach aspiring designers outside Abuja and Lagos — in Port Harcourt, Kano, Enugu, and beyond — who may not have access to formal fashion training.
“My vision is to build a globally recognized brand with ready-to-wear collections, but without losing the bespoke heart of what we do,” she says. “And I want to build a system that raises the next generation of fashion entrepreneurs across Nigeria.”
She is realistic about the work ahead. Growth will be deliberate. But she is committed to the values that built the brand: quality, integrity, and impact.
Stitching a legacy
On a typical day at the studio, Oluwatobi moves between the cutting table, the fitting area, and the workspace where apprentices are learning. She checks a hem, adjusts a sketch, answers a client’s WhatsApp message, and then pauses to encourage a trainee struggling with a new technique.
It is this balance — between artistry and mentorship, between business and purpose — that defines her approach.
As Nigeria’s fashion industry continues to grow and gain international attention, voices like Oluwatobi’s are important. They remind the industry that success is not only measured in sales and followers, but in the people you bring along with you.
Through Towbee Stitches, Ojo Oluwatobi Felicia is doing exactly that. She is creating garments that empower the wearer. And she is creating systems that empower the people who make them.
“I don’t just want to leave behind clothes,” she says, smoothing fabric on a mannequin. “I want to leave behind a legacy of excellence.”
With each stitch, each training session, and each satisfied client, she is doing just that — one outfit, one designer, one opportunity at a time.
