Jumrash Aso-Oke is one of the top Aso-Oke producers in Lagos run by Hajia Fatima Bello, who runs a 3rd generation Aso-Oke business. Her grandma started it in the family, then her mum took over and she also took it over from her mum.
And ever since, she took the business over her Aso-Oke & Fabrics business has witnessed growth. Although she operates from her two outlets at 33, Yaya Abatan Street, Ogba, Lagos and 37, Isheri Road, Ogba, beside County Hospital, she is set to open another Jumrash Aso-Oke outlet in Lekki, at 26, Nelle Mall, along Admiralty Way, Lekki Phase 1 on September 24
How did Jumrash become the leading Aso-Oke business in Nigeria? It is because of the creative attribute of Hajia Fatima Bello, the beautiful owner of the business. She is on top of her business and industry she is also part of the changing trends in Aso-Oke. “At Jumrash, we customize and stone Aso-Oke, and all kinds of fabrics,” she explains. “We do embroideries, lace, Voile Lace, Sequins, Crystals, Ankara Motifs, Silk Ankara. We do men fabrics too. We do Senegalese his and hers. We do blings on Aso-Oke, Ankara, T-Shirts, Laces, Glasses, Silk and Chiffon. We do bridal accessories etc.
It is her good jobs that have endeared her to many of her clients, who patronize her. She caters to the needs of many celebrity women and high society ladies. She also consults for some First Ladies across Nigeria.
Recently, City People’s Publisher, SEYE KEHINDE, caught up with the woman behind the brand. She spoke on how to choose the right Aso-Oke for your event, what makes her brand standout and how she got the name Jumrash.
What makes Jumrash stand out from other Aso-Oke brands?
I think, what makes Jumrash Aso-Oke stand out is that we customise our designs, we don’t do the regular Aso-Oke. Mostly, when customers come, we give them our designs and most times, they buy into them because when I give them my ideas, they are always different from other Aso-Oke.
How did you develop the Aso-Oke brand?
Actually my grandmother was in the business then my mum took over and I took over from my mum because my sister and I are into it.
How did you adapt this modern style of Aso-Oke?
Hmm…My mum used to do the regular Aso-Oke, but when I took over from her 12 years ago, I just added my ideas to create my designs.
What do you mean by regular Aso-Oke?
You see, where I am from, because I am from Kogi State, Ibira, that’s our major occupation, so when I took over from my mum I started embelishing aso oke with beads and stones and when I introduced it to people, they bought into the idea.
So, what will you call the current trend of Aso-Oke?
Well…We have some customised ones like the beaded, stoned and they are different from each other. That is what is trendy at the moment. The texture of the Aso-Oke also matters, some like it soft while some prefer it hard.
How has Aso-Oke evolved over the years?
Hmm. It hasn’t really changed, because we have always had the soft and thick ones, but it depends on what the customer wants. Like we the Northerners, we like the ones that have the soft texture, but I think the Yorubas prefer the thick one and I guess it’s because they think it brings out the quality in Aso-Oke but it isn’t like that.
Can you tell us how to choose the right Aso-Oke for an event?
Most times when people want to buy an Aso-Oke, they already have an idea of what they want. So, when they bring it, we just chip in our ideas and they buy into it.
So, can you tell us how much your Aso-Oke cost?
Our items are quite affordable. We have for the lower class, the middle class, and the upper class and they also range in prices. We have from N150,000 upwards for the brides, then we have the regular Aso-Oke from N7,000, N15,000 upwards.
How did you get the name Jumrash?
Well, I derived the name from the name of my late children my first daughter, Jumai and the other one Rasheed, but I lost both of them in an accident, so I chose to name my store after them, that is Jumrash.
Can you tell us what the business was like in the days of your grandmother?
They did the regular Aso-Oke then but we chose to modernise it with embelishment and various designs. That is just what we do.