Jacqueline Shaw, founder of African Fashion Guide

If you ever think about what living a multifaceted career would be like, Jacqueline Shaw is a perfect example. She is a designer, author, lecturer, business consultant, not to mention an events and business trips organiser and a youtuber... in short she’s a woman who’s committed to elevating the continent of Africa through trade. The British fashion entrepreneur helps creative entrepreneurs start and build sustainable fashion businesses in Africa. We caught up with her to learn more about her journey building what we call her Africa Fashion Guide Group.

How would you best briefly describe yourself?

I am a determined, highly dedicated and ambitious woman.

Indeed! We see it translating into the great work you're doing. How did the whole Africa Fashion Guide journey started?

It’s been a 10-year long organic journey. I worked in fashion as a designer since 2001, when I finished my first degree in University. I lived in China, Germany, Turkey working for different brands, retailers and suppliers. Then being of Jamaican descent, I decided to take a birthday trip to Subsaharan Africa - for the first time - when I was bout 30 to explore my heritage connection with the continent. I caught up with friends in Ghana and literally fell in love with the country! The energy really captured me.The textiles, the music, the languages, everything! I was so excited by the textiles that I decided I would start a fashion label.

When I came back to the UK, there was an opportunity to do a Masters degree in Ethical Fashion. I took up that Masters and focused on the Supply Chain in Africa. Being there and seeing what was happening, I noticed that there was not any kind of platform covering that topic. I then started blogging and sharing about it.

At the end of my Masters, I launched Africa Fashion Guide as an online platform to raise awareness of the full supply chain of the African fashion and textile industry, and also a conference. Then I also launched my book: Fashion Africa.

Fabrics made in Nigeria @africafashionguide

When you started your brand after your trip to Ghana, did you have a clear vision of what you wanted to do?

Nope, everything just happened organically. I never planned anything. I just created the brand as part of my degree and thought I could test our supply chain along the way. I was learning and sharing my knowledge. Then people kept on asking me to talk about it. I would get requests like: “Can you lecture about it?” “Can you come and source for us?” “Can you tell us how we can get A B C in Africa?”, “Can you do client projects for people?”. People started to see me as an expert, then I started to believe I was an expert. That’s how it grew organically. I was learning more and sharing even more.

Your activities in that area have been evolving ever since. You’re business consulting, organising sourcing trips. Has the Africa Fashion Guide Group message evolved since the beginning?

I think the message is pretty much the same. I wanted to share the full supply chain of the African fashion and textile industry with an ethical perspective. But now, my mantra is all about trade with the continent, plus knowledge share.I have kind of summed it up in 4 staples pillars we are all based on in our business which are : trade in Africa, source in Africa, made in Africa and build with Africa.

What has been the most challenging aspect of your journey?

There were a lot. The need to finance it, to build it up, not having a team, doing a lot of things myself at the beginning, working fulltime as I was doing it. And of course having to convince people with the project’s opportunities. It’s easier now that there is a bigger interest. I don’t have to be as persuasive or have to educate as much. There are more people who believe in this today.

What are you most proud of so far?

I guess the fact that I’m still here is a win! The fact that I’ve got a business that is running and is recognised. I’ve been on great platforms, I have sat with great people. I am able to live an experience where I continue to learn and love. The main thing is that I can build trade with Africa through using fashion as a vehicle. The fact that I have been able to use this project as a platform to bring trade and work to the continent and change the narrative is a real win for me.

Printed bogolan fabric or mudcloth patterns @africafashionguide

What are the main aspects where you keep on improving?

The business is always evolving so there is always a new thing: digital marketing, tech and all that. That’s just the way the industry is changing. I’d say keeping up to date and always keep learning. I’m always learning about all the different countries of the continent. It will probably take a lifetime to learn about them.

What are your words of wisdom to keep going?

I always say to people: trust your expertise and get out there! You’ve got to be out there to make things happen. Don’t think you can make things only from your home. Always travel out, build relationships. It’s very important to connect with the continent, to learn about it from going out there and understand the culture before you do business there.

To finish, how does Ndaane inspire you?

It’s great, I believe that! If you put the work into something, sometimes it can be a lot of hell *laughs* but sometimes it's just the work that you do which makes the difference. I believe that purpose driven life is what can bring you success.

Meet Jacqueline Shaw, A Leading Voice Of Sustainable Fashion Manufacturing In Africa