She is the turf of a diva whose tentacles have been well established in a male-dominated profession over the last 35 years. And like an old wine, she keeps getting better with age. Welcome to the world of Ifeyinwa Ighodalo, the founder of DO.II Designs Limited. Some of her designs can be found in multinational offices, and homes of expatriates and Nigerian elites. Recently, Ighodalo opened her doors to selected journalists where she talked about her trade, Black Friday offers and how the passion for the job has sustained her thus far. Funke Olaode and Sunday
Ehigiator report
An unignorable warmth and a homely feeling will first hit you as you step into the expansive showroom of DO.II Designs Limited owned by Mrs. Ifeyinwa Ighodalo. As customers were still basking in that euphoria of the beautiful view of the Ikeja furniture showroom with superlative home and office accessories on display, Mrs. Ighodalo then walked in majestically. Her charming smile, well seated on a beautiful face, alongside her youthful look, betrays her real age. She radiates sophistication and exudes regality. The occasion was a press briefing with select journalists where she dived into her new move: The Black Friday Sales and opening of her showrooms on the mainland.
Born into a furniture manufacturer family, the 63-year-old Ighodalo, who holds a BSc in Accounting from the University of Nigeria, Nsukka said her knack for aesthetics, passion, a keen eye for design, and can-do-it spirit, eventually led her to the world of furniture making. Today, her brand which she started at the age of 27 has become one of the most sought-after brands over the last 36 years, a testament to her passion, commitment, dedication and perseverance in the industry, mostly dominated by men.
“I went into furniture making because of my desire to empower people, generate employment, and create substantial value. It was crystal clear to me that this was my calling. At the initial stages, I contemplated venturing into interior decoration. However, when people mistakenly label me as an interior designer, I correct them promptly that ‘I am, in fact, a furniture manufacturer.”
As her vision became clearer in exploring interior design, she decided to pursue a formal education in the field. During this time, a crucial realisation struck her that, even if she crafted exquisite designs for various spaces, a fundamental question lingered, where would the furniture come from?
“Importing for every office project wasn’t a sustainable solution. Consequently, I pivoted my focus and resolved to dive into the realm of furniture manufacturing. The decision to switch gears marked the beginning of my journey into creating tangible, locally produced goods. I aim to not only fulfill the aesthetic aspects of design but also provide a sustainable source of locally crafted furniture for diverse projects.”
On her sojourn in the manufacturing business, she noted that upon relocating to Lagos from Eastern Nigeria, where she and her parents resided, she secured employment at a furniture company.
After just a year in that role, she said she made the pivotal decision to venture out on her own. And despite her father’s reservations and constant admonitions, she persevered and today stands as a testament to God’s grace with a compelling narrative to share.
“I co-founded Design Options with a partner, and through dedication and hard work, we transformed it into a household brand, synonymous with locally manufactured furniture of exceptionally high global standards.
“Our clientele included major banks, corporations, and even individuals, with a foundation built on serving expatriates. The expatriate market, demanding high standards, played a crucial role in elevating our craftsmanship, a standard we have maintained by the grace of God.”
Unfortunately, she said following the liquidation of ‘Design Option’ after 25 years in the business, she had to venture out alone and start DO.II Designs Limited from entirely nothing, symbolising the second coming of Design Options.
“This journey is not just about furniture; it’s a testament to resilience, growth, and the unwavering commitment to maintaining and exceeding the high standards set from the beginning.”
She said the journey of DO.II Designs Limited began in an old Design Options room at 29/2C Ajose Adeogun, and after a few years, the company relocated to 642D Akin Adesola. With a first major milestone of moving from a 300-square-meter space to a 1400-square-meter showroom, a flagship branch with four floors, she said the showroom was the first of its kind in Nigeria, offering a diverse range of office and home furniture, and accessories, providing a comprehensive solution for all interior needs, including ceiling, window treatment and air conditioning.
“The expansion to our new location, with a showroom, factory, and warehouse, was not only strategic but also felt divinely guided. In the ever-evolving industry, we pondered the necessity of physical branches in an era where online furniture shopping prevails. However, circumstances led us to believe it was a divine intervention, wife, who, upon leaving Nigeria, took some of our furniture back to America to showcase its quality.
“Despite such successes, our focus remains on continuous improvement. Discussions about expanding our capabilities began earlier this year but due to the challenges of the past months, we strategically paused to ensure a successful execution urging us to continue on this path. While we may not have branches across Nigeria, our focus is on dominating the online market.”
Having recovered from a setback which marks a major turning point for her brand, she said the company’s immediate goal is to face and dominate the online market, “making our furniture accessible to a broader audience. Whether you visit the flagship store at 642D Akin Adesola or the new location at 100 Kudirat Abiola Way or shop online, our Black Friday sales promise an energetic and vibrant experience.”
On the hurdles of sourcing materials, Ighodalo said she isn’t certain if upholstery materials are currently manufactured or produced in Nigeria. “Examining our input materials, take the sofa, for example, the frame and foam are sourced locally, while the fabric is imported.”
She said occasionally, the company resorts to importing high-quality veneer for certain aspects. She also noted that the company’s commitment to import some materials was driven by its dedication to achieving global standards.
“Our approach is not merely about assembling and putting furniture out there; it’s about ensuring quality, meeting international benchmarks, and maintaining a commitment to excellence. Approximately 80 per cent of the company’s materials are sourced locally, with only about 20 per cent being imported, and in some cases, the local percentage may even be higher. But primarily, the company’s fabrics are sourced locally, showcasing a commitment to supporting domestic industries.
However, when it comes to manufacturing, especially considering the broader aspects of the company such as accessories, lamps and decorations, a significant portion, around 95 per cent, is imported.
“It’s worth noting that while our home furniture meets global standards, we had to delve into importing office furniture to maintain market competitiveness due to certain components and machines not yet available locally.
“In the past, we’ve had instances where expatriates were impressed with our products. I vividly recall furnishing the home of an oil company Managing Director’s. The process of placing orders, getting the lights on and initiating operations took nearly three months to complete.”
The exchange rate has been a challenge. She said she initially resisted changing prices, asserting that she wouldn’t increase them. However, she said she reached a point where she received frequent emails notifying her of rising costs for various materials like foam and spray materials for wooden products.
She noted that these increases, which sometimes are by 100 per cent or 200 per cent, have been consistent for every single material. “I’ve conveyed to my team the necessity of adjusting prices to reflect these changes, but there’s hesitation, with reluctance to raise prices beyond 10 per cent or 15 per cent.
“The reality is that we’re often selling at a loss, even with the advantage of a rush of customers who can no longer afford imported finished goods. Despite this, the purchasing power in Nigeria, especially in Lagos is nearly non-existent.
“Basic needs like water, food and rent take precedence over non-essential items like furniture. However, I remain hopeful that, by God’s grace, this challenging period is leading us somewhere positive. The resilience of our team and the loyalty of our customers are key factors that keep us moving forward.”
Narrating her experience as a woman in a male-dominated industry, Ighodalo said that being a woman in the industry was noteworthy.
“And I often start my interviews by emphasising that aspect. I am the eldest of three children, the first girl with two younger brothers.
“In the Igbo culture, I am known as Ada-Ada, signifying the lead-daughter or the daughter-daughter, as I am the first grandchild on both my father’s and mother’s sides.”
That Ighodalo is one child in a million is evidenced in the narrative that surrounds her birth. Despite her father expecting his first fruit to be a male child, he embraced her equally, grooming her to become the woman she is today while imparting his business knowledge to her. Her mother raised her with a firm hand and instilled discipline and resilience in her.
“The experience garnered while growing up in a family with a furniture company helped me. I witnessed the challenges they faced with both imported and locally-made products. One notable instance was when I addressed issues with the tailor-making curtains for the company.
“After working with them for a while, I expressed my desire to study interior design abroad, but upon my return, I shifted my focus to furniture manufacturing. Despite my father’s initial scepticism, he supported my decision. Moving to Lagos to start my business, he insisted I get a job first, which I did for about a year before founding Design Options with a partner. My determination and ability to navigate challenges have been crucial to my journey.”
On a lighter note, she took these reporters through her typical week. She said after a restful night, her morning routine involves quiet time, exercise and lots of water.
“Exercise, lasting from a few minutes to an hour, energises me and clears my head. As I start my day, even during workouts, I engage in work-related activities, responding to messages and handling calls. I aim to be at the office an hour or two before my first appointment, though my work location has shifted with more focus on the retail store closer to me.
Addressing her work-life balance, she acknowledged the inherent challenges of achieving a work-life balance. At a WIMBIZ conference held at Landmark Hall, she said the keynote speaker aptly expressed that the concept of work-life balance is a fallacy and something inevitably has to be sacrificed.
“This resonated with me as I’ve observed that while some highly successful individuals may excel in their careers, their family lives may not reflect the same level of happiness. Conversely, those not faring well professionally may find solace and joy in their family lives. True success, then, lies in the ability to navigate both spheres, even if the balance is not perfect. My family has always been my priority and I’m fortunate to have an extremely supportive husband. The pursuit of a good work-life balance necessitates careful consideration of the choice of spouse. My husband is there for me all the way,” she stated.
