The Canadian brand spreads encouragement with special messages in its bags.
When she launched her accessories-centric brand in 2017, De Lovét founder Loveth Ezeifeka had a mission in mind. The former bank manager “wanted to do more with myself,” she says. “I wanted to start a line that is remarkable; one that focuses on empowering women and inspiring them. “
Ezeifeka, who moved from Nigeria to Canada as a teenager, began working on designing bags and showing them to her bank clients for feedback. The reception was overwhelmingly positive and this motivated her to add another detail to her line’s offerings – an item designed with the intention of uplifting her community and reflecting her own exploration of independence and expression. creative.
“When you open the bag[s], there’s an inspirational quote inside, ”Ezeifeka says of the embossed feelings inside her items that range from boxy top-handle tote bags to shoulder straps with a nifty zigzag flap, made in a mix of faux leather and natural fabrics. “For example, we say, ‘It doesn’t matter how slow you go as long as you don’t stop.” After going through 2020, these inclusions seem particularly relevant.
Ezeifeka herself has taken those words to heart, evaluating and thoughtfully responding to what her customers are buying – and wanting – throughout the pandemic. Along with now offering a selection of lounge-y basics like a long-sleeved dress and bodysuit, she says fans of the brand have wondered how she could give more back to those in need of encouragement. The question inspired her to work on an affordable tote bag design that will launch in the coming months, with the proceeds going to women’s initiatives in Africa.
“I have listened to the opinions of others on how we can grow our brand,” notes Ezeifeka. She adds that while she misses the close interaction she may have had with her customers through in-person pop-ups, she appreciates her connection to outlets such as the business-focused e-communication site owned by companies. Noirs, Yard + Parish, which offers a selection of pieces by De Lovét.
While for the past year she has not been able to physically stay in touch with her clients, Ezeifeka strives to maintain their relationship in any way possible, especially when it comes to igniting their own ambitions for personal growth. . She makes space to post encouraging content on her social media platforms, nodding at her own unexpected journey in the hopes of emphasizing, just like her bags, that no matter what one is faced with, tenacity is the key.
“What inspires me as a black woman is that when I came to this country, I had no expectations,” says Ezeifeka as she reflects on coming to Canada for further education. higher. “I didn’t come from luxury; I came here to survive. But, she admits, she’s come this far – building a career first in finance and now enjoying an entrepreneurial journey focused on benevolence and creativity. “I know the trip will take a long time, but I know I do [it] on the right, ”she adds. “I inspire people and I make the change, and the impossible has become possible for me.”