Boudoir by Doll Mabel lingers on
In 2020, Holland-based Malawian designer and one-time model Mabel Khonje emerged with her innovation of lingerie designer wear, Boudoir by Doll Mabel. The class and sexy appeal the label oozed made her breakthrough an instant hit both at her base in Amsterdam and here in Malawi where an impressive lingerie fashion show was also staged at Bingu International Convention Centre. After two years of intense promotion, some steam appears to have left the brand. Our Staff Reporter BRIAN ITAI caught up with Khonje to find out on the progress of the brand. Excerpts:
In 2020, Holland-based Malawian designer and one-time model Mabel Khonje emerged with her innovation of lingerie designer wear, Boudoir by Doll Mabel. The class and sexy appeal the label oozed made her breakthrough an instant hit both at her base in Amsterdam and here in Malawi where an impressive lingerie fashion show was also staged at Bingu International Convention Centre. After two years of intense promotion, some steam appears to have left the brand. Our Staff Reporter BRIAN ITAI caught up with Khonje to find out on the progress of the brand. Excerpts:
Q
: It has been a while, how is it going with the Boudoir by Doll Mabel lingerie brand businesswise?
A
: The lingerie business is doing really well I should say. The foundations that we laid when we came in have sustained us this far and I am proud to say that we continue to thrive as we seek more ways of expanding our brand. Since we came in 2020, the development of the brand has been steady and our reach on the globe has continued to grow too. That on my part has been the most fulfilling part of my dream.
Q
: Have you made inroads in other African and European countries?
A
: As we speak here, I can proudly boast that we have our footprints in countries such as Germany, Kenya and Dubai in the United Arab Emirates. That is excluding Malawi and the Netherlands which I consider as the natural homes for the brand. But that does not mean that we are satisfied. From the onset, our plan has always been to attain a global reach with the brand. We believe in its quality and relevance in the modern lives of women. On its own, this brand is a simple way of upliftment and a source of confidence to women. We want to be that tool which can allow females to make an intimate statement about themselves and secure their territory. Limiting ourselves to a few countries will, therefore, run counter to one of our biggest aspirations.
Q
: Do you feel you have the same energy to push the brand like was the case before?
A
: Absolutely. When you come up with something, you take it as your baby. A child which you need to see grow and stand on its own. The dream on the lingerie brand goes beyond just having it on the market. There is a lot of difference that we can achieve not just on the fashion front, but also economically. We are exporting a lifestyle.
Q
: Have you made any changes or improvements on the brand?
A
: Not really. But we are working on something new which will be revealed in due course.
Q
: Any expansion plans?
A
: Our biggest market right now is Dubai and that is where I am operating from most. We launched the brand in Dubai last year and the turnout has been amazing. We are, therefore, working on aligning our plans towards that current business setup. It is a spot which gives us massive business global opportunities and we want to ensure that we seize the opportunity to the maximum.
Q
: As a business, how have you navigated the global economic downturn?
A
: Just like every other business, we have had to determine what is working and getting rid of none essentials, diversifying the investment and solidifying our relationships with our clients. Sometimes market disruptions as such can lead to new opportunities if you are able to see it. You can always make an advantage out of a bad situation. Spotting the gaps and thinking outside the box should be every entrepreneur’s bread and butter.
Q
: What are your plans for 2024?
A
: So many things are in the pipeline. We have the Boudoir by Doll Mabel fashion show which will be hosted in Malawi. It is going to be a big show with international artists coming. We want to prepare well in time so that we can give people a goods how. We will also launch new products to the brand, so it is going to be a busy year.
Q
: It has been a while, how is it going with the Boudoir by Doll Mabel lingerie brand businesswise?
A
: The lingerie business is doing really well I should say. The foundations that we laid when we came in have sustained us this far and I am proud to say that we continue to thrive as we seek more ways of expanding our brand. Since we came in 2020, the development of the brand has been steady and our reach on the globe has continued to grow too. That on my part has been the most fulfilling part of my dream.
Q
: Have you made inroads in other African and European countries?
A
: As we speak here, I can proudly boast that we have our footprints in countries such as Germany, Kenya and Dubai in the United Arab Emirates. That is excluding Malawi and the Netherlands which I consider as the natural homes for the brand. But that does not mean that we are satisfied. From the onset, our plan has always been to attain a global reach with the brand. We believe in its quality and relevance in the modern lives of women. On its own, this brand is a simple way of upliftment and a source of confidence to women. We want to be that tool which can allow females to make an intimate statement about themselves and secure their territory. Limiting ourselves to a few countries will, therefore, run counter to one of our biggest aspirations.
Q
: Do you feel you have the same energy to push the brand like was the case before?
A
: Absolutely. When you come up with something, you take it as your baby. A child which you need to see grow and stand on its own. The dream on the lingerie brand goes beyond just having it on the market. There is a lot of difference that we can achieve not just on the fashion front, but also economically. We are exporting a lifestyle.
Q
: Have you made any changes or improvements on the brand?
A
: Not really. But we are working on something new which will be revealed in due course.
Q
: Any expansion plans?
A
: Our biggest market right now is Dubai and that is where I am operating from most. We launched the brand in Dubai last year and the turnout has been amazing. We are, therefore, working on aligning our plans towards that current business setup. It is a spot which gives us massive business global opportunities and we want to ensure that we seize the opportunity to the maximum.
Q
: As a business, how have you navigated the global economic downturn?
A
: Just like every other business, we have had to determine what is working and getting rid of none essentials, diversifying the investment and solidifying our relationships with our clients. Sometimes market disruptions as such can lead to new opportunities if you are able to see it. You can always make an advantage out of a bad situation. Spotting the gaps and thinking outside the box should be every entrepreneur’s bread and butter.
Q
: What are your plans for 2024?
A
: So many things are in the pipeline. We have the Boudoir by Doll Mabel fashion show which will be hosted in Malawi. It is going to be a big show with international artists coming. We want to prepare well in time so that we can give people a goods how. We will also launch new products to the brand, so it is going to be a busy year.
