Nigerian fashion brand DWL, earns Qatar Government’s regional support

Agency report
By Emmanuel Mogbede
A Nigerian luxury women fashion brand, Defining Women’s Lifestyle (DWL) founded by Ms Ivie Odemwingie-Osula, a designer, has been accepted into the Scale7 Fashion Accelerator program, funded by Qatar Development Bank (QDB).
This is according to a statement by Ms Ivie Odemwingie-Osula, DWL Founder  on Monday in Abuja.
She said currently based in Qatar with operations in Lagos and Doha, DWL was selected alongside nine other prominent Qatar-based fashion and design brands for the programme which kicked off on Sept. 18.
According to her, the programme involves provision of specialised mentorship, business development activities and funding.
She said Scale7 was 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.
She added that the programme  was established by Qatar Museums under the leadership of Her Excellency, Sheikha Al-Mayassa in response to the demands of Qatar’s growing fashion and design industries.
She further added that it was created to support Qatar-based promising innovative entrepreneurs with huge market potentials 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.
“This recognition not only validates our vision and hard work but also provides us with unparalleled opportunities for mentorship, networking, and capacity growth toward positioning DWL as a competitive global brand.
“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,” she said.
Odemwingie-Osula expressed optimism for the journey ahead and the positive impact the programme would have on the DWL brand and community.
She explained that DWL was a luxury female fashion brand that offered unique designs that presented a fusion between modest fashion and western contemporary trends.
The DWL founder said the brand helped women use the power of dressing as a tool to project confidence and an amplified version of themselves.
She said established in 2017 in Lagos, DWL made ready-to-wear and bespoke blaser sets for women from internationally sourced fabrics and accessories, initially imported ready-made dresses.
She added that DWL had emerged as a synonym for women’s lifestyle, saying personalities that had regularly donned its brands include: Owen Omogiafo, CEO of Transcorp Group, and Funke Bucknor of Zapphaire Events among others.
Odemwingie-Osula, a professional photographer and former banker, holds an MBA from Aberdeen Business School of Robert Gordon University.(

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