In conversations with ‘Buy Made in Nigeria’ enthusiast Chimamaka Ali,  she shared insights on her love for African Arts and Culture and how it has shaped her career and everyday life, she also took us through her journey as Miss Universe Nigeria Contestant 2023 Edition.

    Could you please tell us a bit about your background and upbringing?

 I am a "Buy Made-in-Nigeria" enthusiast and work as a business developer for contemporary African brands in the fashion and art industry. I was born in the eastern part of Nigeria and grew up in Abakaliki. My surname, Ali, is Indigenous to the Igbo people, contrary to popular belief that it's Northern or Islamic. I grew up with a politician father whose conversations on what isn't and could be in Nigeria fueled my patriotism.

I left Nigeria for France after the End-SARS protests when the JAPA movement was in full swing. My specialisation in school was in the creative and cultural industry, and I consider myself a creative industrialist.
From my upbringing, I've grown deeply concerned about Nigeria's economic struggles, with over 40% living in extreme poverty. I strongly advocate for fostering microeconomic spending habits, especially by producing and exporting products Made-in-Nigeria.

    How did your love for African arts and culture develop over time?

During my teenage years, I found that my strengths were in the extracurricular activities in school. I was in the drama club, art club, music club, and matching band. I like to believe that I developed a love of arts because it gave me an identity, the knowledge of my Nigerian identity, and history told in a fun way through stories, sounds, movements, and paintings. Shortly after my secondary education, I started modelling, which allowed me to work closely with creatives from various aspects of the industry, such as photographers, designers, producers, musicians, and makeup artists. I have grown to enjoy the creative process, taking an imaginative concept and turning it into something people can see, hear, and touch. 
I believe there is an element of God's power in mimicking the creator and creating, and I love that so much. 
I still model occasionally if I connect to the brand's value, but my work is mainly behind the scenes of the creative industry.

   As a business developer in Nigeria, how do you perceive the role of African arts and culture in the business landscape? How do you think they can be leveraged for economic growth and development?

African arts and culture play a significant role in the business landscape in various ways. The creative industry provides job opportunities for formally educated individuals and those without formal education, which is its most significant impact. Working in this industry has allowed me to appreciate the value beyond certificates. While certificates are necessary and have their place, it's crucial to consider where those without the opportunity to obtain them fit into the economic landscape.
This is where vocational training and self-taught individuals thrive, which isn't possible in fields like medical sciences or other industries.
To leverage the creative sector for economic growth, my job requires me to view it through the lens of opportunity and effective resource management, this means encouraging sustainable practices in business, encouraging business innovation that thrive irrespective of convictional methods.
The industry creates its design language separate from what we have been colonized to accept as a norm.

 

Could you tell us about your experience participating in Miss Universe Nigeria? How did this experience influence your views on African culture and its representation on a global stage?

My experience was both insightful and inspiring. In my audition video, I wore the Iyii Dress by Aga Culture in mustard yellow, and the video was shot under the Falomo Bridge, featuring the “Chibok Girls” art mural by Polly Alakija. I decided to participate because I believed it would provide me with a platform to champion causes I am passionate about, particularly mental health awareness and promoting the creative industry in Nigeria.

I am grateful that platforms empowering women exist in our society. Every young Nigerian woman can dream of representing their country, even if they never get the chance. This possibility changes how you dream and view yourself. It opens up the potential for someone from a small town in Nigeria to wear their country with pride on a global stage, fostering a confidence that remains unshakeable even in moments of doubt. Finishing in the Top 15, I realized I didn’t need to win to represent Nigeria. I can confidently approach any endeavor, championing Nigeria by helping develop brands that showcase Nigerian creativity.

 

What aspects of African culture, particularly Nigerian culture, do you cherish the most? How do you incorporate these cultural elements into your everyday life and professional endeavors?

The strong sense of community, resilience, and audaciousness, as well as the elaborate celebrations and variations of food. On a day-to-day basis, I integrate Nigerian cultural elements through clothing that showcases my Nigerian identity, from Adire, Asoke, and Funtua cotton, which are Made-in-Nigeria fabrics. I support local artisans and producers to ensure our cultural heritage thrives for generations. Working in the creative industry, I recognize the struggles faced by Indigenous businesses to ensure our culture remains relevant. From fund acquisition, electricity, high cost of importation, and unfavorable government policies, developing a sense of resilience is a way of incorporating the Nigerian spirit.

 
In your opinion, what are the most effective ways to promote African arts and culture both locally and internationally? Can you provide examples of initiatives or projects that you have been involved in or admire?

Supporting and collaborating with Indigenous artisans and producers is the most effective way to promote African arts and culture. Put your money where your mouth is. I hope people can reflect on why they chose to Import clothing, food, and Western design items when we have substitutes for these products made in our country. The creative industry should take advantage of global platforms to highlight African creativity. As a business developer for contemporary African brands, assisting homegrown brands to gain exposure and recognition beyond our borders is a huge part of my job. This involves preparing them for international fashion shows, art exhibitions, and trade fairs. 

One project I admire is the Lagos X Paris fashion & design accelerator program, which provides resources and opportunities for African designers to thrive globally, another initiative is Art X Lagos, which brings international attention to contemporary African art.
Additionally, easy access to trade information, essential resources fund acquisition, reliable electricity, and increased exportation.

Are there any personal projects or initiatives that you are currently working on that aim to promote African culture? How can people support or get involved with these projects?

I started WNL Media a few years ago, a media agency dedicated to accelerating the growth of contemporary African brands. We work alongside clients existing teams or work independently and give monthly, quarterly, and annual reports on the brand's growth while using creative communication strategies and taking advantage of internal resources to propel the brand's growth. Our services range from securing enterprise partnerships to promoting international sales, internal brand building, customer relationship management, social media marketing, and setting up a brand from idea to execution. 
We focus on brands that strongly connect to Africa through their origin, African founders, or a deep incorporation of African identity.
I also run Where Nigerian Luxury, a retail outlet for Nigerian designers. This project allows brands and individuals to find new homes for their archival pieces. I host pop-up events all year round, a sustainable yet affordable way for people to support local artisans and reduce fashion waste. To stay updated on our pop-up experiences follow our Instagram @wherenigerianluxury.
Ultimately my goal is to own a vast collection of archival fashion featuring clothing from African designers and to support the growth of many contemporary brands emerging from Africa.