For Abimbola Smith, it’s all about being creative with leather, whether it is belts or bags, you can be guaranteed that your SoSmith piece is exclusive and really one-of-a-kind. SHF chats with the CEO herself about the brand, retail opportunities and what to expect in the near future.
Tell us about the inspiration behind the latest collection from SoSmith?
I did a line of patchwork bags that have always proved very popular. I decided to imbibe the same feel in terms of colours and different skins but do it with stripes. Imagine rock candy (this is a form of sweet with multi-coloured stripes, typically from sea-side resorts) I remember this from my days in Brighton where I went to school. I have yet to show this collection but hope to launch it very soon so watch this space…
Tell us about your journey into leather?
I actually started off making belts but it would seem that my bags (especially the over-sized clutches) are very versatile (can be worn day and night) and also very Now. Essentially, SoSmith is about all the possibilities and versatility of leather and we challenge ourselves to do anything and everything as long as it’s with leather.
Do you design and produce the bags yourself?
The designs, choice of skin and craftsmanship are all SoSmith.
What sets the SoSmith bag apart from others?
We pride ourselves on being well crafted and exclusive. I only make 1 or 2 of every bag. The design may be the same but the skin(s) used will always vary. SoSmith customers can be confident that they own a one-off piece that is as unique as the are.
What has the reception been like since inception?
Not to sound cliche, but I truly have to thank God for the reaction to our brand to date. The encouragement and enthusiasm my clients have shown in the brand and our products is what drives me to keep going and push even further with our designs.
What are some challenges you have faced in creating awareness for your brand?
Working mostly on an appointment basis makes it more difficult for my customers to see my new lines as I don’t have my own outlet dedicated to my products. As much as I try and build awareness, it is difficult to keep the momentum going when a customer’s only way of contacting us or seeing SoSmith’s line is via the telephone.
What retail options are available for customers?
As I said, I mostly work on an appointment basis but outlets where retailers are given an opportunity to showcase their wares are becoming more popular in Lagos and I use these a lot to reach out beyond my immediate circle.
Which shops stock SoSmith bags?
As yet none. However we continue to look for the right fit.
Do you have an online presence?
Unfortunately not yet but it is definitely a work in progress.
How do you cater to the overseas market?
Our market to date is predominantly in Lagos but we are definitely looking to grow nationally and internationally.
How have one stop shops like le petit marche helped in getting your products to the public?
LPM is one of the outlets I spoke about earlier and it has been of tremendous help in promoting the brand and getting my products seen. It bridges the gap perfectly for a brand with a product but that may not have grown enough to support making an investment in its own outlet.
How useful are the networking and interactive opportunities provided by lpm to your business?
Very useful. I use it as an opportunity to launch new lines, meet new clients, get feedback. If you are patient enough and can’t get in touch with me between markets, there will always be a point of contact at the next LPM. I try to take part every other month, which gives me time to spend on new designs, concepts so that the brand stays fresh.
Where do you see SoSmith in the next five years?
I often joke that SoSmith will have its own concession in a department store one day, right next to Chanel, Mulberry, Gucci, etc.. I laugh about it but honestly…who knows?
