"Plenty of people can have a good idea but the magic lies in execution" with Damilola Adepoju

Damilola Adepoju has a unique, global perspective on his brand and business development. It's been built through an uncommon career path created at the intersection of his work as a mechanical engineer for a top airline in New York City, and his entrepreneurial experience from starting his fashion brand, Fini Shoes. Fini Shoes is a lifestyle shoe engineered and designed for maximum comfort and durability, without forgoing the luxury aesthetic. The company produces an innovative, multidimensional shoe that caters to all types of people and occasions, from day to night, weekdays to weekends. please visit: adepojudami.com or www.finishoes.com to learn more about Dami Adepoju and his work.

Can you tell our readers about your background?

Dami Adepoju is the creator of Fini Shoes. As a Nigerian/American designer, he has set out to change the shoe industry. Adepoju developed unprecedented design customization that allows consumers to completely transform the look of their shoes through a seamless and minimal zipper system. He graduated from college with a Bachelor of Science in Mechanical and Aeronautical Engineering and later earned his Master's in Sustainable Fashion at GCNYC. 

What inspired you to start your business?

Adepoju's business was inspired by the lack of true versatility in the footwear industry. The idea first came to him during his senior year of college when he was preparing for a spring break trip to Jamaica. He owns quite a few shoes, considering himself a "sneakerhead", and efficiently packing for trips has always been difficult.

While packing, Dami realized that not all of his shoes could fit in one bag and thus he had to make difficult decisions. This inconvenience inspired him to create a shoe that could be worn in multiple ways, transitioning looks to fit different occasions. The young designer found a gap in the footwear industry and combined his passions for engineering and fashion with his bachelor's degree in Engineering and a Masters in Sustainable Fashion to develop a truly innovative product through Fini Shoes. 

Where is your business based?

Fini Shoes are designed in New York City and produced in Portugal. 

What has been the most effective way of raising awareness for your business?

Dami utilizes social media guerrilla marketing and strategic influencer partnerships to increase his company's presence in the footwear market space. His team is focused on platforms like Instagram and Facebook which have already proved to give them the most site traffic. His team plans to increase presence on Pinterest as it’s also an effective platform for increasing awareness of consumer products.

What have been your biggest challenges and how did you overcome them?

Working to develop a sustainable shoe has been one of the biggest challenges Adepoju has worked to overcome. The fashion industry is the second most polluting industry globally, responsible for 10% of all carbon emissions. Many brands are huge contributors to global warming, a troubling fact unknown to the average consumer. Dami seeks to disrupt the wasteful standards of the industry by caring for the environment, meaning his customers can feel good about their purchases. While this takes time, a sustainable product is an ultimate reward.

How do you stay focused?

When asked how he stays focused, Adepoju laughed and said, "I don't". As a creative his mind is pulled a million different ways, but he likes it like that. He finds the beauty in chaos and attributes his unconventional approach to "focus" as the key to success when building his innovative Fini Shoes brand.

How do you differentiate your business from the competition?

Dami's business is unique because there is no other shoe trying to adapt to different occasions and offering attachments to do so in 1 purchase. Additionally, Dami has utilized his background in engineering to design and patent his shoe's model, ensuring no competitors can infringe on the copyright.

What has been your most effective marketing strategy to grow your business?

Adepoju has focused his efforts on growing a strong following on Instagram, working to connect with his consumers. By understanding consumer needs and creating trust he believes he can create a product that thrives in the sneaker space. Adepoju's team posts on Instagram consistently throughout the week, constantly engaging with followers in comments or direct messages. 

How did you start your business? What were the first steps you took?

Dami started his business when he saw a gap in the footwear space in the form of versatility. He developed his idea for a multipurpose shoe and then asked for feedback from close friends, family, and classmates. His peers doubled as potential consumers thus he valued any feedback they provided. The first step he took in starting his own business was primary market research and worked to understand the target customer for this innovative business model.

What's your best piece of advice for aspiring and new entrepreneurs?

Dami shares that the two habits every entrepreneur needs to be successful are: writing down goals, no matter how small and the other is taking action. From his experience, plenty of people can have a good idea but the magic lies in execution.

What's your favorite app, blog, and book? Why?

Dami's favorite blog/website is the BBC. He particularly enjoys this site because of the range of available segments and its global reach. It keeps him informed and is non-bias, a "true work of journalism" he notes. Specific to the fashion industry he works in, his favorite website is WWD for its cutting-edge coverage of fashion trends.

What's your favorite business tool or resource? Why?

Google. The power of googling things is incredibly underrated in Dami's eyes. When he first started his brand, he had no formal fashion education thus he relied on researching the industry and teaching himself via Google. He utilized research reports from fashion scholars, institutions, and professionals all available for free. He mastered the art of googling and noted that "with the right keywords and patience you can find almost anything on the web".

Who is your business role model? Why?

Elon Musk and Kanye West are two business role models that inspire Dami daily. They are both creatives that stick with their visions, even when doubted by the public. The authenticity they show to themselves is the root of their success and how Dami inspires to be.

How do you balance work and life?

Dami writes down all of his goals and keeps an informal to-do list that he follows closely. He tends to keep his weekend's structure-free, away from any work-related tasks.

What's your favorite way to decompress?

Dami enjoys rewinding by sleeping, meditating, long walks, or a workout class. 

What do you have planned for the next six months?

Dami's next six months will center on the marketing rebrand plans for Fini Shoes. He was also recently appointed as the Creative Strategist for Herve Leger's first handbag and footwear line.

How can our readers connect with you?

Readers can connect with Dami via his personal Instagram "@badwine" or business account "@finishoes". Fini Shoes also sends out a weekly newsletter via 'info@finishoes.com' where subscribers can learn of upcoming shoe drops and earn promotional offers.

For more information, please visit: adepojudami.com or www.finishoes.com

Instagram: @badwine or @finishoes

LinkedIn: ​https://www.linkedin.com/in/damilolaadepoju

"My biggest challenge was identifying trusted business partners to help with the execution of my project" with Emanuela Loppo

Emanuela Loppo is the founder of Mastra Ma’, a fashion start-up that creates luxury footwear specifically designed for women on the move. By offering striking and unique designs along with uncompromising comfort, Mastra Ma’ is re-interpreting the traditional corporate dress code.

Can you tell our readers about your background?

With pleasure. I grew up in Rome and, after graduating in Economics, I moved to London in 2002, where I enjoyed a rewarding and dynamic career in a global financial institution. It is during my time in banking that, recognizing the need for beautiful shoes for busy women, I decided to create a luxury brand focused on an elegant look that doesn’t compromise on comfort, quality or individuality. My (ad)venture began in 2016 when on weekends I started training in shoemaking at the London College of Fashion. After a few years of planning, eventually, in 2018 I left banking to dedicate all my energy and efforts to Mastra Ma’.

What inspired you to start your business?

Two things really. Firstly, I really wanted women to fall in love with dressing for work. Operating in a professional environment gives us a great opportunity to look smart every day. Whether casual chic or very elegant, I believe that having an outfit that makes us feel beautiful is important for our mood and self-esteem. Therefore, we shouldn’t give up this opportunity, even if we work from home!

On a personal level, after many years in a corporate job, within a rather structured setting, I started craving for more, for a creative challenge. For me, this meant building a company out of nothing and shape it according to the principles of integrity and quality. Unbridled creativity meets value: this is where Mastra Ma’ stems from.   

Where is your business based?

The business is mainly based in London, UK. This is where all corporate functions are run and the stock is managed. However, I often travel to Italy, where the family-run factories that partner with Mastra Ma’ are based.

How did you start your business? What were the first steps you took?

It probably started even before I attended the shoe-making course. In fact, I spent the summer holidays of 2016 designing my first collection, which I then radically changed over the next few months. Nevertheless, to me, that was a pivotal moment, because I really started to visualize myself outside the world of banking and after only a few weeks I was already making patterns and lasting shoes at the London College of Fashion.

At that time, I realized that finding technical partners specialized in the production of high-quality footwear would be a challenge. Since I was keen to bring to the market a product fairly and responsibly produced in Italy, being a native speaker gave me the great advantage of being able to easily communicate with factories. Therefore, during my commute to work, I started cold calling them out of the yellow pages, until I found a partner with the right competencies and experience and who liked my vision of designer shoes for busy women, who work, travel and juggle many things at the same time. 

What has been the most effective way of raising awareness for your business?

In short, social media platforms. For a fashion start-up, they represent an accessible channel that gives the opportunity to portray its product, the lifestyle it relates to and the values it stands for. Reaching the right audience is a slow process, but in the long run, I think it is worth the effort, given the ability to communicate directly with potential customers and most importantly, get their feedback.

What have been your biggest challenges and how did you overcome them?

In the beginning, my biggest challenge was identifying trusted business partners to help with the execution of my project. From technical partners who could realize my designs to legal, tax and marketing advisors, the list is long. In my case, the lack of connections within the fashion industry was exacerbated by the fact that I didn’t have a track record in the retail business to show to reputable companies.

The Internet and chamber of commerce helped me with identifying potential partners. When it came to overcoming their initial skepticism, being articulate and very detailed about every aspect of my project was critical. However, what I think made the difference was being absolutely honest about forecasts and projections. It is difficult to trust those who overshoot. Finally, I believe that a good dose of enthusiasm and confidence in the venture sealed the deal! 

How do you stay focused?

Well, according to those who know me the question with me should really be: how can I be focused all the time? I think it is a matter of personality, in general, when I set an objective, I pursue it relentlessly so long as I believe in its success, in the long run at least. Sometimes though I need to recharge the batteries. When this happens, I spend more time with my family, friends, and home decorating. 

How do you differentiate your business from the competition?

Undoubtedly competition in the luxury footwear business is fierce, however, we differentiate our product by tailoring it to the specific needs of women who work or have many social commitments. We embed technical features that ensure comfort and durability (like pressure releasing platforms, memory foam paddings, and cuoio leather heels) into a stylish design, which is aesthetically appropriate for a professional environment and can be worn every day and for any occasion. I also would like to mention that at the heart of Mastra Ma’ is supporting women, making them feel beautiful, attractive, and deserving of attention for their constant hard work and care in what they do. This is achieved not only with our thoughtful products but also through stories of empowerment, self-belief, and perseverance that are shared via the company blog.

 What has been your most effective marketing strategy to grow your business?

Curated sale events at corporate offices are our most effective marketing tool and distribution channel as they connect us directly with our target customers. The events are designed for small groups of ladies who have reviewed and expressed a vivid interest in our collection but would like to touch and feel the products before potentially buying. Clients normally book these events through our online form or customer’s helpline.

What's your best piece of advice for aspiring and new entrepreneurs?

It is an obvious one, but essential: make sure that your project creates real value, either because you do something better than your competition, or at a cheaper price, or you offer something completely new or to a specific niche. I strongly believe that financial success cannot be achieved without substance and no venture can survive over a long period of time if it doesn’t address the specific needs of people, institutions, the environment, and so on. You should also make sure that you like and relate to the product or service that you plan to offer because being an entrepreneur means you’ll be working on it 24/7. 

What's your favorite app, blog, and book? Why?

Favorite app is WhatsApp, because it allows me to easily communicate with all of my family members at once and on a daily basis.

As for books, I enjoyed reading the Elon Musk’s biography by Ashlee Vance, mainly for the feeling of limitless possibilities and total commitment to a good cause (changing the world for the better!) that it left me with. I find Musk’s risk-taking ability fascinating, perhaps because it is diametrically opposed to the way I approach business. I wish I had more of his bravery flowing through my veins. I also liked “The Shoe Dog” by Phil Knight and the devotion to the pursuit of his ‘crazy idea’ of creating the best running shoes. From his experience as an ex-athlete, the willingness of passing real value to his customers is tangible. And I liked the organic approach to growing his business, every year doubling his production as revenues would allow it. 

Finally, blogs. I read many about several topics, from fashion and cooking to marketing and women empowerment. I normally like those which tell real stories by real people or teach something… and of course, I quite enjoy reading and writing for the Mastra Ma blog!

What's your favorite business tool or resource? Why?

Does Internet count? LinkedIn, YouTube, Google…whether to find business partners or to educate me on some functions critical to running a business (e.g. website development or digital marketing), the Internet’s reach and depth are limitless.

Who is your business role model? Why?

I have many role models who I appreciate for different reasons. I like Steve Jobs for reinventing himself and becoming even stronger after seemingly losing everything, when he was ousted from the company he created. I admire Jeff Bezos, for forever changing our lives by simply taking a different view on the way we shop - he started building rockets only afterward! I look up to Amal Clooney and those who devote their skills and emotions to helping the helpless. The list of people who you may know is indeed long, therefore I shall finish by mentioning my mother Rosalba, an entrepreneur herself with four children, who knows one or two things about multi-tasking, hard work, commitment to excellence and unconditional love.

What is your beauty routine? What are some of your favorite products?

No particular beauty routine actually, but I always wear a very light makeup. This is my daily treat, along with wearing Mastra Ma’s shoes!

How do you balance work and life?

Surely having two children attending primary school helps with it, as my weekdays are structured around their school routine and meal times. However, in general, I must admit that spending time with them and my husband requires some planning because we all have many commitments. Therefore, lately, we have instituted a weekly ‘family board meeting’ where we plan our activities together, among other things.

What’s your favorite way to decompress?

A straight answer from me: YouTube and in particular the Graham Norton Show, The Late Late Show with James Corden or The Late Show with Stephen Colbert. I also really enjoy watching Michael McIntyre along with my boys, who cannot stop laughing at his jokes about his children.

What do you have planned for the next six months?

Well, now that we are in the middle of the COVID-19 pandemic and we are rigorously adhering to the self-isolation rules, I am planning to grow Mastra Ma’s online reach through advertising and other digital marketing campaigns. As soon as we can travel again, the four of us will travel to Italy and finally hug my family, who we terribly miss.

How can our readers connect with you?

Online: https://mastrama.com/

Instagram: @mastramaofficial (https://www.instagram.com/mastramaofficial/)

Facebook: @mastra ma’ shoes (https://www.facebook.com/Mastra-Ma-Shoes-106525290796544/)

Pinterest: @mastra ma’ (https://www.pinterest.co.uk/mastramashoes/)

LinkedIn: Emanuela Loppo (https://www.linkedin.com/in/emanuela-loppo-78958a/