Ebuku Threads
Emma discovered her love and passion for the craft, skill and tradition of African textiles whilst living in South Africa, a path that lead her to founding Ebuku Threads in the fight back against mass production and cheap imitations of small artisans and their livelihoods.
Meet Ebuku Threads . . .
Ebuku Threads is about honouring and respecting craftsmanship.
Our clothing speaks for itself and represents the one-of-a-kind uniqueness in craft - every piece will have its own story.
Today in this fast paced world we live in, so many traditional handcrafted techniques and traditions go undervalued, with many crafts being pushed aside for mass produced factory made lookalikes putting artisans around the world out of business.
How did Ebuku Threads come about?
In Ebuku’s case the idea came last. I came across the craft which led me to meet with the artisans who practiced the craft and it was at this point that the idea evolved.
The journey began when I was working in a co-working space in South Africa and was surrounded by people in small startups, all representing inspiring projects, mainly projects with a sustainable purpose that had a social, environmental and positive impacts on the world. It really got me thinking about the path I was on and I began to ask myself how could I give back in a way that would be aligned with my values and what I love to do. I decided to write down what it is that I love. Some of the things that came to mind were travel, design, Africa, textiles, women, clothing, fashion. I began thinking how can I incorporate the things I love into something more meaningful?
I stuck with this question and thought for a while and as I was walking around one day I began to notice all the local intricate handmade textiles, the colourful prints, and the authenticity of an African market. It got me thinking that I knew very little about African textiles - the making of them, the process, the history, and what is happening with these beautiful creations today? I knew pretty much nothing so I bought myself what I call I like to call the Bible of African Textiles, a large in-depth book about Africa’s ancient handcrafted textiles and their techniques. I read it from front to back, and then back again. The textiles that really stuck with me were from Nigeria, perhaps because of the use of the colour indigo as dark blue has always been my favourite colour and I just loved how each piece of cloth was truly unique and one of a kind, each with a story of its own. What I also admired was that it is a tradition practiced by women in the home and passed down the generations.
I decided to look deeper into what was happening today and to my shock the tradition has been under threat for quite some time. The threats of globalisation and countries such as China importing fake, cheaper lookalike factory made prints has saturated the local market and put women out of business. This really was the beginning of planting the seed - it was here I began to feel an idea was growing.
It took a lot more research to get to where Ebuku is today and at that point I did not know how it would evolve or that it would become a clothing brand. It was a journey of exploration which then unravelled and the pieces of the puzzle slowly began to fit together. It wasn’t until I reached Nigeria and met with crafters (who would then later become our partner artisans) and took part in the craft myself that the idea came to me.
it really got me thinking about the path I was on and I began to ask myself how could I give back in a way that would be aligned with my values and what I love to do?
I began thinking how can I incorporate the things I love into something more meaningful?
After research, what were the next steps to getting Ebuku off the ground?
I put a start up budget together and then underwent heavy research on how fashion businesses are started. I knew very little about starting a clothing line and therefore had to do it walking in the dark however there were great online blogs and case studies out there to help me along the way.
I pretty much tried to do everything myself and it took a long long time! But so worth it! I have learnt so much this way. I believe when you do it this way it makes you really creative and things come to you that you might not have thought of otherwise. Building and designing the website was tricky at times but now I know how to navigate around it without having to ask someone in tech. I also did my own logo - there are so many cool apps and software available which offer free subscriptions. I saved myself a lot of money doing it this way.
How did you go about finding your suppliers & artisans?
I travelled to Nigeria and spent time meeting with various artists who knew a lot about the craft. I also took part in a workshop myself to learn the craft. After visiting a local workshop where the textile tradition was being taught, I connected with a couple of women there who later became our partner artisans. I believe it is really important to go and seek out your suppliers in person because it is the connection you have with them that is the most important. Behind a screen that connection is not possible.
How has purpose played a role in your business?
In this fast paced world we live in today where there are unethical practices, waste, mass production and global inequality I knew that whatever I did, it needed to have a positive impact. Supporting women artisans for me was definitely personal. I always think that women supporting women has something special to it that only women can understand.
What is the best piece of advice you give?
Patience. Every thing takes time (especially in Africa) and being patient is definitely a skill I learnt. Sometimes we want things to happen instantly and want things to happen smoothly but in reality not much happens without its obstacles and challenges, and to help get through these times patience goes a long way.
seek out your suppliers in person because it is the connection you have with them that is the most important. Behind a screen that connection is not possible.
What's been (one of) the best investments you've made in your business?
100% photography, especially with everything online these days it is so important to have good imagery which is shot professionally. When an image is blurry or badly shot it is obvious and people are less likely to hit the buy button. Good imagery is key and makes your brand look clean and professional.
Mentorship is another one, especially if you are working alone.
“having a mentor allows you to run things passed them and it offers you a second opinion. Sometimes we can be clouded by our own judgement and bias and someone there to guide you can help to see things more clearly”
What are your 3 can’t-live-without apps?
Shopify, Mailchimp & Photoshop.
What are some of the challenges you face in sourcing your pieces Internationally?
There are always challenges with distance - quality control with the artisans being the hardest one probably. However it is easy to overcome this if you outline clear and concise guidelines that they can work with.
And logistics, especially in Africa are hard. You can’t always expect things on time and there is most likely always a delay but that’s where patience comes in!
And from a personal perspective as a solo-founder?
Cash flow is pretty tricky and numbers aren’t my favourite thing. I like to sweep them under the carpet. To help myself become more familiar with a cash flow spreadsheet I scheduled in a financial review with myself every Monday. This really helped me understand that cash flow analysis is probably the most important thing in a business - it determines the success of your business.
What's your favourite part of your business?
I love the designing part - it always give me a great boost of energy when we are designing a new collection.
sometimes we want things to happen instantly and want things to happen smoothly but in reality not much happens without its obstacles and challenges and to help get through these times, patience goes a long way.
Follow Ebuku Threads on Instagram @ebukuthreads or browse their beautiful website at www.ebukuthreads.com.
