I started my fashion business with Sh200

Cris Njoki, Founder and creative director of Ikojn Live.

Founder and creative director of Ikojn Live, Cris Njoki spoke to Cheptoek Boyo about her childhood, starting her fashion line, challenges in the fashion industry and dating Guillaume Durand.

Where did you grow up?

I was born in Mombasa, but we moved to Nairobi when I was seven-years-old. I have three siblings, I'm the firstborn, I have a younger sister and brother. I went to Nairobi Primary, then Pangani Girls for the first two years before I moved to Green Garden High School. After high school I was confused on what course to do and my father encouraged me to join a fashion school so I went to Mcensal School of Fashion.

What pushed you to content creation?

Many people don't know that my brand Ikojn started way before Cris Njoki. At the time I was the one handling all the social media and e-commerce for the brand. I was doing everything for three years then I decided to do it for my personal brand. Cris started as a second brand of Ikojn but it quickly outgrew the fashion brand.

What's your niche in content creation?

I am very much into empowerment and entrepreneurship but in a fun way. Having started my business seven years ago a lot of content I was seeing on entrepreneurship and business was so strict. I try to show my journey through my content and not just business. People try to box others, just because I am an entrepreneur it doesn't mean I can't go out and travel or hang out with my friends. When my personal brand blew up a lot of people knew me before the fashion brand and they were surprised. They would ask me how I did it and I would explain.

You call yourself a millennial coach, what do you mean by that?

For a long time I would wake up and post affirmations on my Insta stories and when a lot of young people found out what I was doing, I would get so many questions. I started mentoring two women and a man and give advise to others and because I am a millennial mentoring other millennials. I decided to call myself a millennial coach. If I can help others through the experience I have been through that will be awesome.

When did you realise you have a passion for fashion?

My love for clothes began when I was 12 years old when I found my mum's old suitcase in the garage and I used to pick out different pieces and alter them to my size and I would wear them to church as my Sunday best. I loved bold colours, I used to wear a lot of green and purple.

How did you start your fashion brand Ikojn?

I was still in fashion school and I used to live far from school and my dad was really strict with money. My transport to school was Sh2000 per week and my dad would give me Sh8000 for the whole month and I would carry home made food to school for my lunch. I used to go to Toi Market with my friends to shop and even there it was too expensive for me since my budget was Sh200. I used to grill the guys selling the clothes and they told me about Gikomba, I went there and I would find tops for Sh20 and dresses for Sh50 after shopping for myself for three months I realised I would find nice stuff that was not my size or style so I decided to start a business. With my Sh200 I bought four dresses for Sh50, I borrowed my mum's camera, I took photos and posted them on Facebook. I sold each for Sh800, I continued doing it for one year while saving up, that's how I started my brand.

You produce pieces for the masses, why not made to measure?

When I started my brand, I realised most fashion designers in Kenya were doing custom made or made to measure clothes. For me, I knew that was not what I wanted to do. I wanted to offer women a chance to shop locally off the rack. I was keen on my business just being online but as the brand grew, our customers expressed the need of a physical location. They wanted to interact with the brand more and be able to try before buying so I opened my first store at Westgate Mall and recently a second one at Imaara Mall.

Your brand name is quite unique, what's the meaning of the name Ikonj?

Ikojn is my name Njoki backwards, so it's Ikon and the J is silent. I remember finding the name of the brand was big to me. I spent a year looking for a name, I would write words and turn them upside down and even when I found the name Ikojn, I shared it with someone who was mentoring me at the time and they told me not to use it. But I just went with my gut and I kept the name. I love the name because it represents me without it being so open.

What's your brand aesthetic?

It is classy with a twist, a lot of inspiration comes from strong feminine women. We want our designs to feel empowering but still maintain the femininity and softness of a woman. We offer classic styles with a twist. We want our women to stand out.

Do you design all the pieces or do you have an in-house designer?

Currently I am still doing it, because I went to fashion school. I believe I am an artist first. The first three years I was doing everything by myself. Over time, I have delighted some of the tasks to other people but designing and fabric sourcing is the one I am still doing because it is the soul of the business and I am so picky when it comes to that. I need to find someone who has that skill.

What are some of the challenges you have faced?

We have had instances where people buy our pieces and send them to China and now they are replicated in thousands and they come and sell it in Eastleigh but the quality is different and they even go further and take our images to market their products. I even stopped checking and counting. For me when it comes to people stealing the designs, I do not put much thought into it because wherever my design came from in the creative vault there is so much more. By the time they are copying me, I am on the next level. So I will always stay ahead.

You are currently designing for women, will there be a mens line?

We have definitely been flirting around with the idea of having a men's line. A lot of men who are part of our support have really been pushing for that. I don't know when but eventually it will come.

What are some of the mistakes you have made?

One of the biggest one I made was thinking I could produce outside the country. Because I knew I wanted a ready to wear brand, at the time that was not in Kenya. I didn't know where to start if I wanted to make it in bulk. With the money I had saved from thrifting I went to China to look for factories that could produce for us and it was shocking. They were talking about a minimum of 10,000 units. Eventually I got a manufacturer, I paid a deposit and came to Kenya. When the products came back I was so excited, there were in huge boxes about 8000 pieces but when I opened the boxes, it was nothing that we discussed. The fabric was substandard, the stitch was horrible, the zip was of poor quality that I couldn't sell any. I had to donate all the pieces. If there was a day I was to quit, that was the day.

A lot of businesses have closed shop, what's the secret to your success?

Being able to focus on what I love doing, offering women something that I know they won't find somewhere else. I am into the storytelling of the brand that it stops being just a transaction, we want to build a community that is surrounded by iconic women. Our team has also enhanced the growth of our business. Every single person in our team sees the visual of the brand and they are working to achieve it.

How did you become friends with Joy Kendi?

We met through her cousin who was my friend. I was 18 years old and she had just moved to Kenya from the states, literally we met the same week, we just clicked and we became friends ever since. We've been friends for over 15 years.

You recently posted your man Guillaume Durand on social media, how did you meet him?

We met through a friend of mine, we had lunch together and the rest is history.

How is it dating someone who has kids?

The love that a parent has for their children is so unexplainable. I thought I knew what love really was until I saw how he loves his kids. I'm like, wow, that's deep love and it's a totally different kind of love, but it is such a profound sincere love. It's beautiful and that's amazing.

Will there be wedding bells anytime soon?

We'll see. When it comes, it will be a nice surprise for everybody. But I'm happy and that's all that matters.

What is your purpose in life?

My purpose is to inspire greatness, I know to some I might not be the greatest. To get to where I am today I have had to make really tough choices. For someone who is willing to be in the same position that I am now. I am willing to offer that mentorship to them. For young people what we are lacking right now is inspiration, I feel like there is a sense of defeat but try and start with what you have. For me I am here to inspire people.