By Agatha Emeadi
Monalissa Abimbola Azeh is the brain behind Mona Matthews, a brand of handmade shoes and bags for men and women. She set up the shoe-making business after practicing as a lawyer for 17 years, going into the venture full time. Through determination, commitment to purpose and dedication to delivering quality products, she has shown accomplishment, fulfillment and recognition are confined to the law profession. By making premium quality bespoke shoes and bags, Szeh has made stand out and accorded high regard. In an interview, she also explains why she wants to set up an award to reward diligent police men and women.
How did you get the inspiration to go into shoemaking, abandoning the legal practice?
First of all, it started with my own feet. I needed to make shoes that I could wear comfortably and have the variety that I needed. Then again, I have always been a creative person, so I don’t think it was a problem to give up law practice because I actually enjoy what I do. It also gives me the opportunity to exercise my creativity a whole lot, so it wasn’t really a problem.
Apart from other businesses that women do, why did shoemaking top the list for you?
First, I have wide feet which are wide for my length and size. My right foot is size 44 and the left is 43. When I get shoes, they are either too long or too narrow for me. So, I started experimenting and designing shoes for myself, then got a shoemaker to do the construction for me. While trying to solve my own shoe problem, I got into shoemaking.
What has kept Mona Matthews viable as a business in the last 22 years?
The first thing that kept me going is God; then, my team, which includes internal and external customers on both sides, especially my shoemakers, who build each other up, encouraging each other and believing that we can do it. Many members of my team have been together for over 15 years, some have gotten married and had children, knowing that one has to create a business where all of us can earn well from and pay bills etc. Then, there are some other customers of mine who find it difficult to buy their shoe sizes or the comfort, or just people who are used to our quality or the variety because Mona Matthews is one place one can get a pair of shoes or matching hand bags for a special occasion because the brand has so many responsibilities to so many people. For myself, as a creative designer, that fulfillment that one can set a goal and achieve it, create value, bring good thoughts for Nigeria is part of the push. One of the reasons behind my brand is to show that good things can come from Nigeria and I am happy to say that a lot of things have happened. People have learnt that one can make lasting rewarding shoes. We have had clients wear our shoes for a long time with testimony of quality service.
For the New Year, I must tell you that a lot is happening in the technology space. Therefore, we will queue into e-marketing while also looking at setting up an award for the Nigerian Police because the story about the police is always negative and I think it is time to change the narratives. I don’t think they are all that bad, so many are still good officers out there. I would like to see them acknowledged, celebrated and rewarded beyond their regular salaries. I would like to set up an award for exemplary police officers for both males and females. Those who are in their corners and doing the right things should be celebrated.
While studying law, did you ever think a day would come when you will drop the wig and gown to go into another profession?
No, I did not. I never thought about it. Even with hindsight, I realized that if I had been given the opportunity, I probably may not have studied law. Probably, I would have gone into some other creative activities like showbiz, film and stage productions. Those are the things that interested me in the past.
How did your parents feel when you dropped the wig and gown to go into making shoes?
Well, I had practiced law for about 17 years before I started making shoes. When I started, I went to Ibadan to see my dad and told him what I wanted to do.
Did you tell him you were going to drop your law practice to become a shoemaker?
No, you don’t open a conversation like that, you have to be wise. But again, when my dad was working, his last major place of employment was Adeola Odutola Group of Companies as the Group Managing director; so, he had been into manufacturing business on a very large scale. He, therefore, had seen that happen. Therefore, when I said I wanted to make things, it was not too far from him to imagine or accept. So, it was not difficult at all to accept.
Please recall your first day of starting off in shoe making business.
The very first one for Mona Matthews was a female colleague – we worked together. When I resigned to go into the Mona Matthews brand properly, she called and asked me and I told her I was going into shoe making. She asked what kind of shoes, and I said, nice shoes. So, she went and got a pair of slippers she saw on her friend and asked me to copy it for her. I told her the cost and she deposited some money; we made them for her and it was a perfect fit and she became the official customer for Mona Matthews, but she later moved away from Lagos.
What has been the high point of the business?
Every pair of shoes that fits perfectly is a high point. Every time customers send a review or how happy they are with their purchases, even as we get referrals, are all high points for us. Also, in terms of creativity, when we envision a design, and we start working on it and it turns out to be spectacular, that is also a high point. There might not be any major breakthrough, but a little window, that amounts to a great lot. Therefore, I want to encourage people to sell made-in-Nigeria products, that is one of the ways the country can move on and we get out of where we are at the moment. If our mindset shifts to buying Nigerian, and to a very large extent, it has to be because we listen to Nigerian music, we dress in Nigerian fabrics and design. Best dressed people at events wear Nigerian dresses. We can encourage people to do more, then producers and designers would be able to do more and it gives positivity to the society.
How is the forex situation affecting the business?
I always look for the positive side of every situation. No matter what is going on, it is always good for me. One of the things that has happened is the because of the exchange rate, a lot of customers that live abroad find it easy to afford multiple pairs of our shoes. When they do the exchange rate, it is a lot cheaper than what they buy. Then, also people who are used to going abroad to buy their shoes, people who are strong advocates of some foreign designer labels and brands. Some people bring the shoes they buy from foreign designers whose linings were peeling, heels melting, gum deteriorating and the sole came off. So, we had a repair service and those people who brought those shoes agreed that it was only Mona Matthews shoes that survived the COVID-19. So, that is another thing that really fortified us, knowing we are doing the right thing. Then, in terms of sustainability, there is a warranty on them, the customers know that if anything happens to the shoes, one can come back for a fix. But if we know you are the one who was careless and rough with them, we might charge something and fix it. One thing is that our customers know they have backing; when you buy shoes from us, we are not looking for a one-off, rather a relationship.
How did COVID-19 pandemic affect the business?
As you know, people were not going out to parties and events, so why buy shoes? I remember we had a show on March 15 and the lockdown was on March 20th. We had made some sales and had a shop full of shoes. Some people had placed orders and were requesting them during the lockdown. Some of my staff had to work remotely, including myself, but God kept us and it was during COVID-19 that people were becoming more health conscious especially on exercise, dieting and general lifestyle. So, we already made snickers which I termed to be for shakara, when I wore mine for exercise, took pictures and shared online, we got orders and made sales of snickers and Mona Matthews snickers just became a theme and we were able to sell. Though we did not make sales as much as we would have loved to do, we were extremely grateful that as a business, we remained alive and survived.
How are people treating you with the stardom you have achieved through your brand?
I love the fact that in the past, when we were mentioned, it would be like, we have never heard about her, but now, it is, ‘Oh, we have heard about her.’ I believe one of the things that helped us to sustain the business is being able to charge a premium for our work. People would ask why they are so expensive, yet they are made in Nigeria; but they refuse to understand that we are producing quality which takes a long time to make. Secondly, the kind of shoes we make, one person can work on each part for at least four to six hours. But then, the shoes that are being compared with ours are mass produced. For instance, 5000 pairs could be produced within an hour which is not comparable. So, it is becoming more obvious that Mona Matthews shoes and bags out-last those ones and that is good news to us. We make everyday bags for work, and occasional shoes and bags that suit all occasions.
What about the materials for production?
Some of our shoes are made with ready-made soles. Everything we use to make our shoes are imported, we create, cut and design. There are some that even the soles are hand-cut. Depending on what we are doing, some are made from scratch. We do shoes for men, women and school age children. We had made for some schools, but stopped. My shoes are hand-made.
What advice would you give to the young ones who want to follow in your footsteps?
First, let them get a business education because our people just go into craft without learning how to sell the product, get customers and create a brand. They should know how the business is sustained over a period of time. Then, they should be reminded that there are a lot of business schools, including online, learning opportunities that people can register for and progress. Learn how to run a business properly, get mentors and learn your craft exceptionally well. Be very knowledgeable about your trade and see yourself excel.