award – eBelandi

My latest designer crush is on Duaba Serwa. Oh, how much in love I am 🙂 🙂

As usual, I was looking for the eBelandi’s designer of the week and came across a nice write-up by Afrobougee on the designer behind the brand, Nelly Hagan Aboagye. I am inspired by those enterprising women who turned their interest for fashion into a concrete business despite already being successful in their career. In the case of Nelly, she went from a trained surgeon nurse to an emerging designer.

My weekly spotlight below, all images credit to duabaserwa, Google Images and GhanaGossip.net

The Brand: Duaba Serwa

The IT Factor: Interesting use of geometric figures and colors, understated at times, vibrant, simple lines, comfortable style

The Inspiration: “Luxurious and Bold Effortless Beauty”. Per

The Main Designer: Nelly Hagan Aboagye

Notable Awards: WON African Fusion Designer of the Year at the GUBA (Ghana UK Based Achievements) 2013 Awards, 2013 Glitz Africa Fashion Award for Couture Designer of the Year 2013. NOMINATED for Mercedes Benz Fashion Week 2013 Awards Designer of the Year

Website: DuabaSerwa

Sissi’s Notes: The simplicity of her cuts mixed with very bright colors and geometric shapes is definitely refreshing. Sad that the items cannot be purchased online yet (pre-order at $0 ?? ) but I am definitely following her progress! Again, she is pretty inspiring. Below an excerpt from an interview:

“Duaba Serwa, is simple sophistication. I prefer understatements to extravagance and believe there is beauty in simplicity. This is what you see, in every piece I make,” Nelly says. “I have always been against the idea of angel investors and believe in growing my business organically. Every item purchased for my work is drawn from money that has been re-invested into the business from my own funds, which are generated from sales,” she says.