Nigerian Fashion Brand DWL Shortlisted for Qatar Business Accelerator Programme

Emmanuel Addeh in Abuja

Luxury women fashion brand, Defining Women’s Lifestyle (DWL), has been accepted into the Scale7 Fashion Accelerator programme funded by the Qatar Development Bank (QDB).

A statement by the brand’s Founder and Creative Director, Ivie Odemwingie-Osula, said that DWL, currently based in Qatar with operations in Lagos and Doha, was selected alongside nine other prominent Qatar-based fashion and design brands for the programme which kicked off on September 18, 2023.

The programme involves provision of specialised mentorship, business development activities and funding, the statement added.

Scale7 is the first fashion and design business incubator in Qatar founded by QDB in partnership with M7, Qatar’s epicentre for innovation and entrepreneurship in design, fashion and tech.

Established by Qatar Museums under the leadership of Sheikha Al-Mayassa, M7 responds to the demands of Qatar’s growing fashion and design industries to support promising innovative entrepreneurs in the country with huge market potential to grow their businesses to iconic global fashion and design brands.

“We are absolutely thrilled to have DWL selected for the prestigious Scale7 fashion accelerator programme after a rigorous selection process,” said Odemwingie-Osula in a statement.

“This recognition not only validates our vision and hard work but also provides us with unparalleled opportunities for mentorship, networking, and capacity growth towards positioning DWL as a competitive global brand,” she added.

On how the support from the bank will impact her business, she noted that it will help to increase the brand’s operations and growth globally.

“Undoubtedly, the government of Qatar will enhance the status of the DWL brand, to increase our operations and growth, globally.

“For us at DWL, the Business Accelerator Programme will amplify our capabilities, allowing us to refine our strategies and scale faster for enhanced brand presence, increased capacity, streamlined operations, and a wider reach and audience. We are excited for the journey ahead and the positive impact it will have on the DWL brand and community,” she stressed.

DWL is a luxury female fashion brand which offers unique designs that present a fusion between modest fashion and western contemporary trends and helps women use the power of dressing as a tool to project confidence and an amplified version of themselves.

Established in 2017 in the bustling Surulere neighbourhood of Lagos State, the now popular luxury DWL brand, which makes ready-to-wear and bespoke blazers sets for women from internationally sourced fabrics and accessories, initially imported ready-made dresses.

“DWL has emerged as a synonym for women’s lifestyle. Personalities that have regularly donned DWL brands include, Owen Omogiafo, CEO of Transcorp Group, Funke Bucknor of Zapphaire Events, Folly Thibault of AlJazeera, Harriet Gyamfuah of Creatives Amplified, among others,” it said.

Odemwingie-Osula, a professional photographer and former banker, holds an MBA from Aberdeen Business School of Robert Gordon University.

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