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“At Zidora, fidelity is our word; our word is our bond” – Mrs. Chioma Madueke, Vice Chairman, Zidora Group of Companies

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In the Nigerian travel and tour industry, the name ‘Zidora’ is not new and anyone who claims not to have heard about Zidora, may be new in the industry. Zidora Travel and Tours, one of the subsidiaries of Zidora Group of Companies, is a key player in the travel and tour industry saddled with the responsibility of providing end-to- end travel and tour solutions to Nigerians. In this one-on- one interview, Mr. Chioma  Madueke, the Vice Chairman of Zidora Group of Companies spoke extensively with the Managing Editor of Biznesswatch, Arthur Aghogho Eriye on the operations of Zidora Group of Companies;  why Zidora Travel and Tours is the best travel agency in Nigeria, the uniqueness of its products and services,  Zidora Aid Foundation among others. Excerpts:

May I meet you madam?

My name is Mrs. Chioma Madueke, I am the Deputy Chairman of Zidora group of companies.  I am also the founder of women in real estate; I am the co-founder of Zidora Aid Foundation. I am wife, mother, entrepreneur and a philanthropist.  I studied Applied Geophysics at the University of Calabar, I am also pursuing an MBA. I have an MBA in view and I am also pursuing a Degree in Law.

How long have you been in Business?

Well, I have been in business almost all my life because I have been involved in one form of business or the other even while in school. I have been involved in business at different level. I remember before my NYSC, I used to travel to India and Dubai to buy human hair, gold and fabrics and sell to my friends, colleagues and family members.  It was when i got into Zidora and that I started business full time.

What year was that?

Zidora Consults was incorporated in 2013.All our companies were incorporated in 2013.

Was Zidora Travel and Tours also incorporated the same year?

Yes, basically, like I said initially, all our companies were incorporated in 2013.

What is the inspiration behind the name ‘Zidora’?

Zidora was birthed by my husband, Dr. Arinze Madueke, he is the Chairman and I am the Deputy Chairman of the group. So basically it is an acronym of our names and of that of our children.

What is your goal for Zidora Group of companies?

Basically, we are a product and service company. Our goal is excellence in everything we do. When it comes to services, Zidora group has different subsidiaries. Let me educate you a little bit. Zidora is a group of companies with subsidiaries like: Zidora Real Estates, Zidora Oil and Gas, Zidora Agriculture and Food Services, Zidora Travel and Tours, Zidora Consults, Zidora Pharmaceutical and chemicals and a non- profit arm of Zidora; Zidora Aid Foundation, which is a charity organization. In all of this, our goal is excellence. When it comes to our products, for example, we have Zidora Pharmaceutical; we have a lot of products.  We manufacture here and we also import from India and Vietnam. We try to ensure that are products are the best obtainable in the market. Also, Zidora Services, we offer services in real estates, travel and tours services. We assist those that want to travel abroad; we assist them in getting visas, procure admission for those that wants to study abroad. We also help those that wants to travel abroad to book their flight tickets, basically all travel needs. All we are working towards is excellence in everything we do. That is our goal at Zidora; Excellence.

Nigerians love travelling a lot, and reading through the pages of the papers and the internet, you hear stories of travel agents been arrested and charged for fraud, but Zidora travel and tours has a money-back guarantee.  What give you such confidence about the service you render?

 

Like I said, we are aiming at excellence, I got into travel business basically was from my own personal experience. Having traveled over the years, like I told you, I used to go to India and Dubai to buy gold, human hair and fabrics that I sell to people in Nigeria. And having travelled over the years, I noticed that there was something lacking in the travel business in Nigeria. Nigerians get denied visa a lot, even when they are qualified, meanwhile Nigerians are the biggest spenders abroad. When you go to UK, they are the big spenders the same thing with Dubai.  In Dubai, when you see Nigerians buying gold, you will be scared, the white people buy just a little, but when you see a Nigerian buying good, you will be scared. They buy in bulk. They are the spender. If you go to Europe, Nigerians spend the most, if you go the US, Nigerians spend the most. These countries are looking for us, but for some reasons, Nigerians always get denied visas a lot. If you go to the embassy, you find out that out of 100 applications, only 10 visas are granted. But there people are qualified; they deserve to get the visa.

What would you attribute the visa denial to?

Well, I think, firstly it is wrong orientation, Nigerian don’t take their time in anything they are doing. Before, I got into the travel industry, I took my time to study the trend, I didn’t just get into it for money. I got into the travel business to solve a problem. That is how to you succeed in business, solve a problem and from solving a problem, you get paid. That is how I got into the travel business and that is what has kept us here through the years. First of all, we don’t promise what we not sure of. At Zidora travel and tours, we don’t promise what we are not sure of. Fidelity is our word, our word is our bond. We don’t negotiate it. When we tell you something that is how it stands.  We are the only travel agency that has the kind of success rate that we have.

On a percentage scale, how would you rate the level of success you have had as regards visa procurement for your clients through the years?

On a percentage scale, the level of success we have enjoyed is basically second to none. We have a very high success rate. We don’t do visa racketeering.  All our services are 100% legit. We are the only travel agency that kind of success we have, if you visit our website, you will see a lot of testimonials from our clients. We even state it categorically for all our clients, I tell them complicity, that I don’t have the power to give you visa. I don’t sell visa, what I help you do is to ensure that your application is well and properly done.  I ensure your documents are in order. I look into your application and ensure everything is in order. I tell you what to include in your application and what not to include. Basically, I assist in ensuring your application is in order. You asked one of the reasons Nigerians face a lot of denials at the embassy?  First thing like I said; wrong orientation. Nigerians have this trend of spreading false news, once somebody hears something, they start spreading it around without verifying the authenticity of what they are saying. So when someone has heard that they don’t give somebody that is single visa, everybody just starts spreading the news. You see someone that is single, when they get to the embassy and are asked if he or she is single, they say they are married, and they asked him one or two questions ,and then they has issues. I always tell my clients, always tell the truth, the people at the embassy don’t like lies. Always say the truth and the truth will set you free. That is why a lot of Nigerians get denied at the embassy. It is because of the wrong information, wrong orientation as well as miss information. This is where Zidora Consults comes in. Zidora travel and tours will tell you the whole truth. Some people come to us that they want to apply for a particular country, and l openly tell them, this country will not accept you, your acceptance rate is very very low, I even tell them their chances of getting the visa. If you decide to go ahead, no problem, but I will tell you the truth, that you don’t stand a chance in that particular country.

Where do you aspire to take Zidora Travel and tours to in the next 5 years?

Well, I intend to take Zidora travel and tours as well as Zidora group of companies, like I said excellence is our goal in everything we are doing. We want to be the number player in the market; we want to be a known name for fidelity, delivering on our promise and for excellence. That is what I want and that is what I am working towards.

The travel and tours business is Nigeria is very competitive with a lot of other big players as well. How have you been able to stay on top of the competition?

Zidora travel and tours has managed to carve out a solid niche for itself in the highly competitive industry.  First of all, we are the only brand that gives money-back guarantee. I tell my clients your money is safe.  Whatever money you pay for whatever services, if you are not satisfied with our service, you get your money back at the end of the day. No other travel company does that. They just do their work and show you what they have done, whether it works for you or not, you don’t get your money back, but at Zidora, we offer you a money-back guarantee. Also, like i said earlier, our success rate is second to none. Visit our website and read the testimonials of clients we have helped. We have helped a lot of families travel abroad to countries like USA, Canada, and Australia and so on. We have helped individuals to travel Europe, Canada, Australia and even the Caribbean. People that never thought they stood a chance of traveling abroad, through our company, we offer them various vacation plans.  We have affordable vacation plans to various countries. We also assist them in getting their study and work visas, tourist visas to countries like: USA, Canada, Australia, Europe and the rest.

Do you have other travel and tours affiliates you work with abroad or you do all you processing from Nigeria?

We do our processing from Nigeria. We also partner with travel companies abroad; like I told you we organize holiday tours and excursions. So off course, we have partner institutions abroad in different countries like Australia, UK, USA, and Canada and so on. We are also in partnership with a lot of foreign schools in the Caribbean, UK, USA, Australia and Canada. We have a very strong study abroad department, so we assist students that want to study abroad.  What we do is that we recruit students from Nigeria that want to study abroad and place them in reputable institutions abroad.

Let’s digress a little, talk to us about Zidora Aid Foundation.

Zidora Aid Foundation is a non- governmental, not for profit organization. It is an NGO, a charity organization that basically works towards making people feel better by living better. Our goal is to improve the quality of life of Nigerians as much as we can. We touch lives every day, once in a week, usually every Thursday we go out. if you come to the office you see our staff dressed in their Zidora Aid Foundation T-shirt, we go out for charity work. So every week, we have a new programme, a new initiative we work towards. We have a lot of projects we are currently embarking on. We have the project 2020 Educational Projects which is a project design to do our bit in eradicating eradicate illiteracy from children between age 2 to 18yrs by the year 2020; we are working towards that. We are involved in the distribution of relief materials, study material and food items. We also provide medical and legal aid. We also assist people in dire need, regardless of their social-economic status, age, gender, religion and, social orientation. Once you come to us for assistance, we try to assist in whatever way we can. We have staff strength at Zidora Aid Foundation; we also have volunteers. We have medical doctors that we work with that provide medical aid, we have lawyers that we work with that  provide legal aid to people that have been wrongly  accused and who can’t afford legal representation in the court.  We assist them with all that and that is what Zidora Aid Foundation does.

What year was Zidora Aid Foundation incorporated?

Zidora Aid Foundation was officially incorporated last year, although on our own, we have always done charity work. We usually set aside a particular percentage of the profit of Zidora group towards charity work, because I believe that the fastest way to God’s is through charity, by helping someone who cannot help himself. So we have always done charity, but Zidora Aid Foundation was officially incorporated last year.

A lot of people go into the NGO just to make money for personal use. We have heard cases of NGOs getting aids from foreign donors that were not used for charity. If I may ask, how is Zidora Aid Foundation funded?

Well, I can’t speak for others organizations, but I can speak for Zidora Aid Foundation. Our record speaks for itself. No single dime have we ever gotten from any foreign donor, all our charity work is funded strictly from proceeds from Zidora group of companies.

Are there challenges you have faced in the course of running an NGO?

Yes Of course, everything in life, you encounter challenges. Nothing good comes easy. You definitely encounter challenges in running an NGO, not only NGOs, just the same way you encounter challenges in business and your personal life ,finances, there are always challenges. But you work towards overcoming every challenge that is what makes you stronger.

As a person, what is that the thing that gives you fulfillment?

Personally I love putting smiles on the faces of people, whether they are my clients from Zidora group of companies or people I don’t even know via Zidora Aid Foundation. I feel good whenever i touch a life. Whenever I help someone no matter how little, I feel good. Not only financially, you can help someone morally and even in their personal lives. Whenever I help someone and they get a little bit of relief, I feel good. Also, one of the reasons we do charity work at Zidora Aid Foundation and carry our staff along for charity work is that we are working towards making the world a better place. We believe that by helping someone who cannot help himself, someone in need; when you help him and he is back on his feet, he will then go on and help another person in need and thereby creating a ripples effect. I alone can’t change the world, but by helping someone that goes on and help another person, you create a ripple effect and the world basically becomes a better place. That is what we believe and that is what we are working towards at Zidora Aid Foundation.

As a mother and a busy Executive, how balance family and work?

Well, that is a very interesting question. The work-life balance is not an easy life, but with the grace of God we have been made capable to handle whatever comes our way.  It is all about delegation, planning your time very well, using your time effectively.  Sometimes you put work before family and at other times you put family before work, all we ask God for is the wisdom to know what to put as a priority and at what time.

How do you unwind?

I relax mostly on the weekends, I like taking my kids out a lot. Most time I  go with my staff, we go to the beach, we go out to take a drink, eat, just sit down have fun and we are back home.

Walking in to you office, you could feel love and the environment is very friendly, staff doing things like a family? How were you able to build that spirit of togetherness in your organization?

I have always operated my business, not just as a business. I take my staff like my family members. Number one, that is the only way to get the best out of them, because when people work for you, sometimes they don’t take it as their business, they just come to work and sign out at the end of the day and go home. But in order to bring the best out of your staff, you make them part of the business. Over here at Zidora, yes, you have a salary, but aside your monthly salary, I also encourage you with commission.  I have a rating system, if you do very well this month your commission will be very much, if you don’t do so well, it is basically a reward system.  I have a reward system in place for my staff.  I also   reward good behaviour. That is one way of encouraging them. I am also interested in human capital development, I don’t just encourage my staff to come to work, I encourage entrepreneurship spirit in them. I encourage my staff to run small businesses on their own. I encourage them to write business proposals, business plan and bring to me. I look at it, the one that is viable, I assist them with finding or show them how they can raise funds. I am interested in my staff not only working for me, but also doing something for themselves at their own spare time.

Are there some other things you would like our readers to know?

Not really, I think I have said it all, but the most important thing I would like the readers to know is that whatever you do in life, make sure excellence is your watchword. Mediocrity will not take you far.  Don’t just be averages.  Whatever your hands finds to do, ensure you excel and that you be the best. It is not everybody that will be an entrepreneur, a lawyer.  If you a singer be the best singer in the world, if you are a dancer, be the best dancer in the world. Whatever you are doing, make sure you excel and be at the top of your game.

 

 

 

 

 

 

 

 

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Aare Adetola Emmanuelking Welcomes President Tinubu to Gateway International Airport Commissioning in Iperu-Remo

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Aare Adetola Emmanuelking Welcomes President Tinubu to Gateway International Airport Commissioning in Iperu-Remo

 

In a momentous occasion that underscores the rapid infrastructural advancement of Ogun State, renowned real estate mogul and philanthropist, Aare Adetola Emmanuelking, warmly received the President of the Federal Republic of Nigeria, Bola Ahmed Tinubu, at the official commissioning of the Gateway International Airport, located in Iperu-Remo.

The landmark event, held under the visionary leadership of the Ogun State Governor, Dapo Abiodun, marks a significant stride in the state’s economic transformation agenda, positioning Ogun as a key hub for aviation, commerce, and investment in Nigeria.

Aare Emmanuelking, who is also the Chairman/CEO of Adron Homes and Properties, commended the Ogun State Government for its foresight and commitment to infrastructural excellence. He described the airport project as a “game-changer” that will not only boost connectivity but also stimulate real estate growth, tourism, and industrial expansion across the region.

Speaking during the commissioning, President Tinubu lauded Governor Abiodun’s administration for delivering a world-class facility that aligns with the Federal Government’s Renewed Hope Agenda, emphasizing the importance of strategic infrastructure in driving national development.

The Gateway International Airport is expected to serve as a critical gateway for investors and travelers, further enhancing Ogun State’s reputation as one of Nigeria’s most business-friendly environments.

The presence of top dignitaries, industry leaders, and stakeholders at the event underscores the project’s significance and its anticipated impact on the state’s socio-economic landscape and beyond.

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N4.65 Trillion in the Vault, but is the Real Economy Locked Out?

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N4.65 Trillion in the Vault, but is the Real Economy Locked Out?

BY BLAISE UDUNZE

Following the successful conclusion of the banking sector recapitalisation programme initiated in March 2024 by the Central Bank of Nigeria, the industry has raised N4.65 trillion. No doubt, this marks a significant milestone for the nation’s financial system as the exercise attracted both domestic and foreign investors, strengthened capital buffers, and reinforced regulatory confidence in the banking sector. By all prudential measures, once again, it will be said without doubt that it is a success story.

Looking at this feat closely and when weighed more critically, a more consequential question emerges, one that will ultimately determine whether this achievement becomes a genuine turning point or merely another financial milestone. Will a stronger banking sector finally translate into a more productive Nigerian economy, or will it be locked out?

This question sits at the heart of Nigeria’s long-standing economic contradiction, seeing a relatively sophisticated financial system coexisting with weak industrial output, low productivity, and persistent dependence on imports truly reflects an ironic situation. The fact remains that recapitalisation, by design, is meant to strengthen banks, enhancing their ability to absorb shocks, manage risks and support economic growth. According to the apex bank, the programme has improved capital adequacy ratios, enhanced asset quality, and reinforced financial stability. Under the leadership of Olayemi Cardoso, there has also been a shift toward stricter risk-based supervision and a phased exit from regulatory forbearance.

These are necessary reforms. A stable banking system is a prerequisite for economic development. However, the truth be told, stability alone is not sufficient because the real test of recapitalisation lies not in stronger balance sheets, but in how effectively banks channel capital into productive economic activity, sectors that create jobs, expand output and drive exports. Without this transition, recapitalisation risks becoming an exercise in financial strengthening without economic transformation.

Encouragingly, early signals from industry experts suggest that the next phase of banking reform may begin to address this long-standing gap. Analysts and practitioners are increasingly pointing to small and medium-sized enterprises (SMEs) as a key destination for recapitalisation inflows, which is a fact beyond doubt. Given that SMEs account for over 70 percent of registered businesses in Nigeria, the logic is compelling. With great expectation, as has been practicalised and established in other economies, a shift in credit allocation toward this segment could unlock job creation, stimulate domestic production, and deepen economic resilience. Yet, this expectation must be balanced with reality. Historically, and of huge concern, SMEs have received only a marginal share of total bank credit, often due to perceived risk, lack of collateral, and weak credit infrastructure.

Indeed, Nigeria’s broader financial intermediation challenge remains stark. Even as the giant of Africa, private sector credit stands at roughly 17 percent of GDP, and this is far below the sub-Saharan African average, while SMEs receive barely 1 percent of total bank lending despite contributing about half of GDP and the vast majority of employment. These figures underscore the structural disconnect between the banking system and the real economy. Recapitalisation, therefore, must be judged not only by the strength of banks but by whether it meaningfully improves this imbalance.

Nigeria’s economic challenge is not merely one of capital scarcity; it is fundamentally a problem of low productivity. Manufacturing continues to operate far below capacity, agriculture remains largely subsistence-driven, and industrial output contributes only modestly to GDP. Despite decades of banking sector expansion, credit to the real sector has remained limited relative to the size of the economy. Instead, banks have often gravitated toward safer and more profitable avenues such as government securities, treasury instruments, and short-term trading opportunities.

This is not irrational. It reflects a rational response to risk, policy signals, and market realities. However, it has created a structural imbalance in which capital circulates within the financial system without sufficiently reaching the productive economy. The result is a pattern where financial sector growth outpaces real sector development, a phenomenon widely described as financialisation without productivity gains.

At the center of this challenge is the issue of credit allocation. A recapitalised banking sector, strengthened by new capital and improved buffers, should theoretically expand lending. But this is, contrarily, because the more important question is where that lending will go. Will Nigerian banks extend long-term credit to manufacturers, finance agro-processing and value chains, and support scalable SMEs or will they continue to concentrate on low-risk government debt, prioritise foreign exchange-related gains, and maintain conservative lending practices in the face of macroeconomic uncertainty? Some of these structural questions call for immediate answers from policymakers.

Some industry voices are optimistic that the expanded capital base will translate into a broader loan book, increased investment in higher-risk sectors, and improved product offerings for depositors; this is not in doubt. There are also expectations that banks will scale operations across the continent, leveraging stronger balance sheets to expand their regional footprint. Yes, they are expected, but one thing that must be made known is that optimism alone does not guarantee transformation. The fact is that without deliberate incentives and structural reforms, capital may continue to flow toward low-risk assets rather than high-impact sectors.

Beyond lending, experts are also calling for a shift in how banking success is measured. The next phase of reform, according to the experts in their arguments, must move from capital thresholds to customer outcomes. This includes stronger consumer protection frameworks, real-time complaint management systems and more transparent regulatory oversight. A more technologically driven supervisory model, one that allows regulators to monitor customer experiences and detect systemic risks early, could play a critical role in strengthening trust and accountability within the system.

This dimension is often overlooked but deeply significant. A banking system that is well-capitalised but unresponsive to customer needs risks undermining public confidence. True financial development is not only about capital strength but also about accessibility, fairness, and service quality. Nigerians must feel the impact of recapitalisation not just in improved financial ratios, but in better banking experiences, more inclusive services, and greater economic opportunity.

The recapitalisation exercise has also attracted notable foreign participation, signaling confidence in Nigeria’s banking sector. However, confidence in banks does not necessarily translate into confidence in the broader economy. The truth is that foreign investors are typically drawn to strong regulatory frameworks, attractive returns, and market liquidity, though the facts are that these factors make Nigerian banks appealing financial assets; it must be made explicitly clear that they do not automatically reflect confidence in the country’s industrial base or productivity potential.

This distinction is critical. An economy can attract capital into its financial sector while still struggling to attract investment into productive sectors. When this happens, growth becomes financially driven rather than fundamentally anchored. The risk therefore, is that recapitalisation could deepen Nigeria’s financial markets but what benefits or gains when banks become stronger or liquid without addressing the structural weaknesses of the real economy.

It is clear and explicit that the current policy direction of the CBN reflects a strong emphasis on stability, with tightened supervision, improved transparency, and stricter prudential standards. These measures are necessary, particularly in a volatile global environment. However, there is an emerging concern that stability may be taking precedence over growth stimulation, which should also be a focal point for every economy, of which Nigeria should not be left out of the equation. Central banks in emerging markets often face a delicate balancing act and this is putting too much focus on stability, which can constrain credit expansion, while too much emphasis on growth can undermine financial discipline, as this calls for a balance.

In Nigeria’s case, the question is whether sufficient mechanisms exist to align banking sector incentives with national productivity goals. Are there enough incentives to encourage long-term lending, sector-specific financing, and innovation in credit delivery? Or does the current framework inadvertently reward risk aversion and short-term profitability?

Over the past two decades, it has been a herculean experience as Nigeria’s economic trajectory suggests a growing disconnect between the financial sector and the real economy. Banks have become larger, more sophisticated and more profitable, yet the irony is that the broader economy continues to struggle with high unemployment, low industrial output, and limited export diversification. This divergence reflects the structural risk of financialization, a condition in which financial activities expand without a corresponding increase in real economic productivity.

If not carefully managed, recapitalisation could reinforce this trend. With more capital at their disposal, banks may simply scale existing business models, expanding financial activities that generate returns without contributing meaningfully to production. The point is that this is not solely a failure of the banking sector; it is a systemic issue shaped by policy design, regulatory priorities, and market incentives, which needs the urgent attention of policymakers.

Meanwhile, for recapitalisation to achieve its intended purpose and truly work, it must be accompanied by a deliberate shift or intentional policy change from capital accumulation to productivity enhancement and the economy to produce more goods and services efficiently. This begins with creating stronger incentives for real sector lending with differentiated capital requirements based on sector exposure, credit guarantees for high-impact industries, and interest rate support for priority sectors can encourage banks to channel funds into productive areas and this must be driven and implemented by the apex bank to harness the gains of recapitalisation.

This transformative process is not only saddled with the CBN, but the Development finance institutions also have a critical role to play in de-risking long-term investments, making it easier for commercial banks to participate in financing projects that drive economic growth. At the same time, one of the missing pieces that must be taken into cognizance is that regulatory frameworks should discourage excessive concentration in risk-free assets. No doubt, banks thrive in profitability, as government securities remain important; overreliance on them can crowd out private sector credit and limit economic expansion.

Innovation in financial products is equally essential. Traditional lending models often fail to meet the needs of SMEs and emerging industries as this has continued to hinder growth. Banks must explore new approaches, including digital lending platforms, supply chain financing, and blended finance solutions that can unlock new growth opportunities, while they extend their tentacles by saturating the retail space just like fintech.

Accountability must also be embedded in the system. One fact is that if recapitalisation is justified as a tool for economic growth, then its outcomes and gains must be measurable and not obscure. Increased credit to productive sectors, higher industrial output and job creation should serve as key indicators of success. Without such metrics, the exercise risks being judged solely by financial indicators rather than its real economic impact.

The completion of the recapitalisation programme represents more than a regulatory achievement; it is a defining moment for Nigeria’s economic future. The country now has a banking sector that is better capitalised, more resilient, and more attractive to investors. These are important gains, but they are not ends in themselves.

The ultimate objective is to build an economy that is productive, diversified, and inclusive. Achieving this requires more than strong banks; it requires banks that actively power economic transformation.

The N4.65 trillion recapitalisation is a significant step forward. It strengthens the foundation of Nigeria’s financial system and enhances its capacity to support growth. However, capacity alone is not enough and truly not enough if the gains of recapitalisation are to be harnessed to the latter. What matters now is how that capacity is deployed.

Some of the critical questions for urgent attention are as follows: Will banks rise to the challenge of financing Nigeria’s productive sectors, particularly SMEs that form the backbone of the economy? Will policymakers create the right incentives to ensure credit flows where it is most needed? Will the financial system evolve from a focus on profitability to a broader commitment to the economic purpose of fostering a more productive Nigerian economy and the $1 trillion target?

The above questions are relevant because they will determine whether recapitalisation becomes a catalyst for change or a missed opportunity if not taken into cognizance. A well-capitalised banking sector is not the destination; it is the starting point. The real journey lies in building an economy where capital works, productivity rises, and growth becomes both sustainable and inclusive.

Blaise, a journalist and PR professional, writes from Lagos and can be reached via: [email protected]

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Precision and Heritage: How Fifi Stitches Is Rewriting African Fashion Narratives

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Precision and Heritage: How Fifi Stitches Is Rewriting African Fashion Narratives

 

 

A Nigerian-born designer is gradually carving out a cross-continental footprint in contemporary fashion, blending African textile heritage with British technical discipline.

 

Esther Fiyinfoluwa Adeosun, Founder and Creative Director of Fifi Stitches, is gaining recognition for structured womenswear and bridal couture that reinterprets traditional fabrics through architectural tailoring and precision construction.

 

Born in Ibadan, Oyo State, Adeosun’s fashion journey began at home, seated beside her mother’s sewing machine. What started as childhood curiosity, sometimes jamming the machine just to understand its mechanics—evolved into a disciplined design practice now operating between Nigeria and the United Kingdom.

 

During an interview with journalists the fifi Stitches once mentioned “I was fascinated by how flat fabric could transform into something structured and meaningful”.

 

In her Story , early designs made for her family, though imperfectly finished, were worn with pride—an encouragement that laid the foundation for her professional confidence.

 

Today, Fifi Stitches is recognised for sculpted bodices, controlled tailoring, corsetry construction, and the contemporary reinterpretation of Ankara, Aso Oke, and Adire textiles.

 

The brand challenges the long-held perception that African fabrics belong solely in ceremonial contexts, instead positioning them within global luxury and modern design spaces.

 

Adeosun’s training reflects this dual perspective. She studied Fashion Design and Entrepreneurship at the Institute for Entrepreneurship and Development Studies, Obafemi Awolowo University, and earned a Diploma in Fashion Design through Alison Online.

 

In the UK, she undertook industry-focused technical training with Fashion-Enter Ltd and gained fashion business exposure through Fashion Capital UK.

 

Her technical expertise spans pattern drafting, draping, garment technology, structured tailoring, corsetry, and bespoke fittings—skills she describes as central to credibility in fashion. “Precision builds trust,” she says. “A designer must understand construction as deeply as creativity.”

 

Fifi Stitches has showcased collections at the Suffolk Fashion Show, Liverpool Fashion Show – FB Fashion Ball, Red Carpet Fashion Event in London, and through editorial features in London Runway Magazine.

 

The brand has also received coverage in The Guardian Nigeria and Vanguard Allure, expanding its visibility across markets.

Beyond couture, Adeosun integrates community impact into her practice.

 

She has facilitated garment construction workshops, draping sessions, and introductory training programmes for women and emerging creatives, promoting fashion as both artistic expression and vocational empowerment.

 

 

Fifi Stcithes Boss operates between Nigeria and the UK, in order to continue to shape her brand identity.

 

 

According to her “Nigeria provides cultural richness and expressive textile traditions, while the UK offers structured production systems, sustainability conversations, and institutional frameworks”.

 

Looking ahead, Adeosun said she plan to establish a fully structured fashion house spanning Africa and the UK, develop scalable production partnerships, launch capsule collections, and expand independent editorial visibility.

 

Her broader ambition is clear: to position African textile craftsmanship within global contemporary design conversations—through structure, discipline, and technical excellence.

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