Today we’d like to introduce you to Torita Igariwey.
Hi Torita, please kick things off for us with an introduction to yourself and your story.
My love for fashion started when I was at college and I would get a lot of compliments on the way I styled and put together different outfits. That interest at the time led myself and a friend to create a small fashion brand which we showcased at various university shows. Although the brand eventually came to an end, the passion for designing and creating fashion never did.
One year, my friends gifted me a sewing machine for my birthday, and over time I began designing and sewing outfits for myself, friends and family, including pieces for my own engagement shoot.
The desire to start my own fashion brand has always been there but there’s always been one excuse or another as to why I wasn’t ready – moving countries, planning a wedding, having children… It wasn’t until my second pregnancy that I realized there would probably never be a ‘perfect time’ to start. I decided to stop waiting and finally go for it.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
There have definitely been a lot of challenges along the way. Financially, starting a fashion brand can be big investment, especially when you care deeply about quality, creating original designs and building a strong brand experience.
Confidence was another big challenge. I didn’t study fashion in school and had no real experience running a clothing brand, so a lot of the process involved learning as I go. There’s also a level of vulnerability that comes with putting your ideas and creativity out into the world and hoping people connect with it.
Another thing that made the journey even harder was starting completely from scratch. I’m not an influencer and didn’t have a huge social media following or built-in audience waiting to support the brand. Everything has been about slowly building a community, showing up consistently, creating content and getting people to believe in the vision.
Balancing all of that alongside motherhood, full time work and everyday life has been challenging too, but I think those struggles have also made me more resilient and even more passionate about what I’m building.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Ju:me Lifestyle is a womenswear fashion brand created to make women feel confident, elevated and inspired to become the best version of themselves. The brand is rooted in the idea of becoming “her” – not just through fashion, but through confidence, self-expression and the way you carry yourself.
The name Ju:me is deeply personal. It’s created from the letters of my children’s names – the very people who reignited my courage to finally pursue a dream I had carried for years. Like many women, I spent a long time putting my ambitions on hold, but despite my reservations, motherhood didn’t pause my dreams, instead it gave them purpose.
The debut collection ‘The Muse Edit’ features feminine statement pieces that feel both stylish and wearable. Featuring hand-drawn watercolor prints, draping, midi and maxi styles – The idea is to create pieces designed to feel versatile enough to wear for special occasions, dinners, vacations, brunches, or simply moments where you want to feel your best.
I take pride in the fact that Ju:me was built during a very transformative season of my life, balancing motherhood, work and entrepreneurship. The brand represents taking the leap before you feel fully ready and proving to yourself that your dreams are still valid, even if your to-do list is a mile long!
I hope readers see the brand as more than fashion. I want it to represent ambition, creativity, resilience and the reminder that it’s never too late to go after something you’ve always dreamed about.
Contact Info:
- Website: https://jumelifestyle.co/
- Instagram: https://www.instagram.com/ju.meofficial
