An ambassador for African fashion from Bamako
Founder of Inaz Concept Store in Bamako, Mali, Fatouma Allele Bally is much more than just a boutique manager: she’s a true ambassador of African creativity. It’s interesting to discover how a youthful passion has turned into a thriving business, dedicated to promoting the excellence and know-how of the continent’s designers. It’s a commitment that unites designers and customers around a shared sense of pride: Made in Africa.
Attention to detail
Nigerian by birth and Malian at heart, Fatouma Allele Bally returned to fashion after a first bad experience in tailoring. It was her love affair with concept stores during her travels and the insistence of her daughter, herself trained at a fashion school in London, that prompted her to take the plunge. The result is Inaz Concept Store, the first of its kind in Bamako, which quickly became a must. Her secret for selecting brands is simple, but non-negotiable: attention to detail. She inspects every garment she receives “with a magnifying glass”, checking finishes, hems and buttonholes, not hesitating to return pieces that don’t meet her exacting standards. This attention to perfection has enabled her to forge close bonds of trust with some of the biggest names in African fashion, such as Sisters of Africa (SOA), So’Fatou, Adama Paris and Elie Kuame, who entrust her with their creations without a written contract, basing their collaboration on mutual respect and a shared vision.
The key role of the Personal Stylist
Beyond distribution, Fatouma is a personal stylist for her customers. Her boutique is not just a place to sell, it’s a place to get advice. She accompanies each woman “from head to toe”, choosing the outfit for the ceremony, the shoes, the jewelry, which she also carefully selects from brands such as Pelebe or Alia Baré. This ultra-personalized approach has won the loyalty of a very diverse clientele (lawyers, interior designers, expatriates) who don’t hesitate to call her for advice by videoconference, even when she’s traveling. This proximity has created a real “family” feeling, encompassing the designers, the boutique team (with a special nod to her co-manager Mariam, whom she describes as a “blessing”), and the customers.
An ambassadorial role beyond borders
While the concept store is anchored in Bamako, its influence extends far beyond. Fatouma Allele Bally makes a point of promoting her brands through regular
Made in Africa
Fatouma dispels the preconceived notion that African fashion is too expensive. She explains to her customers that the price, ranging from 50 to 300 euros for a piece, is justified by the craftsmanship, the noble fabrics (silk, silk satin, linen) and, above all, the limited production. Unlike “fast fashion”, buying from Inaz is a guarantee of exclusivity and quality. She is proud to note that more and more Africans themselves are wearing Made in Africa, considering that local designers create garments that respect the morphology of the African woman, a dimension often neglected by Western brands. This awakening of awareness and pride in identity are her greatest satisfaction, a personal commitment that goes beyond the simple pursuit of profit.
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