Gbemi Elekula is the Managing Director of Dream Home, an Abuja-based furniture outfit. The graduate of Quantity Surveying from Federal University of Technology, Minna, who started from creating jewellery and moved to making furniture speaks to ENE OSANG on her passion for creative arts and how she worked towards bringing her dream to reality in a male dominated field.
How did you get into furniture, did you study that in school or apprentice somewhere?
I didn’t study furniture making in school neither did I do any apprenticeship anywhere. I have always been a curious person and I love to create stuff. This has led me into the creation of several things from jewellery to furniture. I design what I want, I look at the ergonomics of my design, I ensure it is functional and my competent staff interpret the design.
So, what is your educational background?
I studied Quantity Surveying at the Federal University of Technology, Minna. I went on to do an MBA in Strategic and Project Management at Paris Graduate School of Management. I also did a Diploma in Interior Design because of my love for putting spaces together beautifully.
While growing up, at first, I wanted to be a Doctor but quickly ditched the idea as I was a very creative little girl. I studied Fine and Creative Arts for 6 years in secondary school. I was the president of the Fine Arts club. At 16, I knew to wanted to become a Creative Artist but my parents didn’t let me study that in the university. I went ahead and studied quantity survey and excelled in the course, but I wasn’t fulfilled.
After I graduated I couldn’t get a job in my field, I became a banker and worked for several years before I finally took few months off and focused on my career.
I wasn’t fulfilled as a banker but you to not despise where you are in life rather you learn and move on. I learnt marketing, customer care and discipline while working with the bank and this is really helping my business today.
So, why is furniture making fulfilling?
The excited and grateful looks on the faces of the end users of Dream Home’s products are enough to keep us going for many years to come.
How did you discover your passion and what has kept you going in male dominated field?
I discovered my passion a long time ago. I knew I loved creating pretty things and I tried my hands on several stuff until I settled on home items.
Creating these items gives me satisfaction and when clients buy them, it is the cherry on the cake.
I am able to thrive because I have been resilient against all odds. Truth is the job is easier when you plan better, delegate duties and live a balanced life.
Is there any peculiar challenge you face as a woman?
The major challenge would be trying to achieve a balance in work, family and other aspects of life. I do not have the disregard and disrespect issues as a woman. I have been able to get my regard and respect over time.
Do you have any regrets in life?
I never regret anything. I pick the lessons from situations and apply them in other situations. I make the best of wherever I find myself. I used to feel bad about wasting a few years in the banking industry but I am super grateful for that period. It taught me discipline, good customer service and patience with people.
What would you say is your triumph story in furniture business?
My triumph story would be my being able to remain in this industry despite all the odds of running a business in Nigeria. Getting clients to pay for our products is another triumph.
So, how do you sell/advertise your business?
Being consistent is very key in every business. Taking constructive criticism and feedback from your clients and making changes will make your customers trust you and even refer your business.
To get people to know and patronise your business, you have to do your job well, stay relevant in your industry, join associations where there are other people with similar interests, be sociable and lastly advertise, advertise, advertise.
Many women are stereotyped into joining fields they don’t like, what is your advise them?
I want to believe that females (even males) were stereotyped in the past. Parents are getting to realise that the course a child studies in the university may not get the child a job or fetch a sustainable income or give the child satisfaction. That’s why we have quite a number of people learning vocational trades these days.My advice is go after your heart desire, make sure it is a job/trade that can pay you for all the time and effort you will be putting into it, work hard at it, be consistent at it, learn better ways to do it and win on all levels. That thing you talk about, sleep on, dream of and think of that’s your passion
