Meet 26-year-old Olamilekan who is daring to challenge the status quo. In a world where everyone is chasing a career in the corporate world or acquiring a tech skill, Olamilekan takes an unconventional step towards shoemaking. He tells JD in today’s issue of Beans and Becoming why he didn’t see it necessary to pursue a career in the corporate sector. Relax as Olamilekan ushers us on a journey; how his childhood dreams have become a reality.
Let Us Meet You
My name is Olamilekan and I am a 26-year-old graduate of Psychology from the University of Ibadan. I run a fast-growing shoemaking brand called Feeted and work as a product manager for a farm. I am goal-oriented, dedicated to my work, and results-oriented.
A product manager for a farm? You must be passionate about farming then. Do you plan on going into farming soon?
Oh yes, someday when I make plenty of money, I intend to go into farming. People look down on farmers a lot but there’s a lot of money there when it is done correctly.
What was growing up like?
Growing up for me was decent. We didn’t have much, but my parents provided the basic things. I went to a good primary school my parents could afford. For my secondary school, I attended a public school. I had the usual basic things almost every child had growing up. Not very luxurious, but we could at least afford two square meals and three square meals on good days.
You said you studied Psychology at the University of Ibadan. Did you initially set out to do this?
My initial career aspiration, you know, I’m not too far from it. I wanted to be an accountant growing up because I was a commercial student while in secondary school. When I went to school, the University of Ibadan didn’t have Accounting as a course, so I opted for Psychology in the Social Sciences.
At what point did you realize that you had to take an unconventional path, like shoemaking?
Shoemaking has always been there for me from the onset. Growing up, whenever my mom wanted to go and buy shoes for us in Lagos ‘Eko Market’ towards the celebration of Christmas or New Year, they would measure my leg with a broom.
Mostly, because of my height they don’t find my size in the children’s section. They had to go to the teenagers or adult sections. From that age, I always thought, “why can’t I make my shoes?”
While in secondary school, I wanted to learn the craft of shoemaking, but my dad being more of an academic person didn’t have it. He just always wanted me to “go to school”. When I finished secondary school, I tried again but he kicked against it. At the University, during one of those ASUU strikes, I made another attempt, yet he declined. At that point, it was as if he was a weapon fashioned against my aspirations.
Then, COVID and another ASUU strike happened in 2020. I was home when my mom asked me to inquire about the place I wanted to learn and get back to her. I started behind my Dad’s back. He got to know about it some days after I started learning. At that point, he was unable to stop me because my mom stepped in. So that was how I started. It is something I had always wanted to do.
What was your biggest struggle when transitioning from being a graduate to working as a shoemaker?
I wouldn’t say I have had any struggles because I have been doing shoemaking since I was in school. All through my sophomore year when I started, everybody in school has known me as a shoemaker. My friends and I make jokes and throw jabs around it. When I come back from lectures, I go to my shoemaking workshop to work. So, I didn’t necessarily have to switch when I graduated from school, I just continued.
Maybe the biggest struggle was combining shoemaking with school, but it was not much of a struggle either because during the exam I don’t take orders. I also have a workshop in Lagos where I work during the holidays. So I didn’t wait to graduate before I made a switch.
How did family and friends react when you chose this path?
First, my family was not really surprised. They always knew. Even my dad, despite his earlier reservations. He still wants me to do a white-collar job. I have been trying to convince him but he wants me to get a white-collar job by all means.
For me, I’m still facing my shoemaking 100%. He still finds it difficult to accept because it’s a job that makes you dirty when you are busy working with the gum and all. But I am a grown man now. I make my own decisions. He supports me when necessary. On some days, he helps me with deliveries on his way out or helps me meet a dispatch rider.
He supports the business, but he is not just cool with his son doing it. You know how Yoruba parents always want to brag that their son works in big firms like KPMG, Shell, or ExonMobil. He wants that kind of life for me. But for me, I believe I can make little progress on what I’m doing. If I stay dedicated to it, someday my brand will grow to be like Nike or Adidas.
My close friends have always known since uni days that this is what I want to do. So nobody is surprised about the path I chose.
Have you ever felt ashamed or doubted yourself? How did you push through those moments?
No, it’s a thing I chose myself. It’s a thing I want, so there is nothing to be ashamed about. And hey, it’s giving me money. It is my belief that one should never be ashamed of whatever is paying one’s bills, hence, I am not ashamed of being a shoemaker. I carry it on my head whenever I go anywhere; I’m always like, “I made what I’m wearing”. Everybody wears shoes. All those who make shoes for Nike and Adidas are also shoemakers.
Yes, sometimes I have doubts. I don’t make sales every day like it’s Christmas. And it’s in times like that that I begin to wonder, what’s happening? If I had a 9 — 5 job, at least I would be assured of a salary coming in at the end of the month. But it’s not like that with having a business, there are good and bad days. I get through this by reminding myself that no matter what you do, there will always be tough moments and tough times don’t last, tough people do.
So whenever there are no sales, it gives me a moment to go back, restrategize and think about getting better.
What’s the hardest part of being an entrepreneur in Nigeria?
Being in Nigeria itself is tough. Being in Nigeria, life is already leading you 2 — 0, so being an entrepreneur is tougher. Accessing funds to scale is tough. You have to lobby around to get funds to add to some work equipment or other projects. So for me, the toughest challenge is access to funds, grants, loans, or support for small businesses is not much.
When you get access to them, the competition is something else. Lack of electricity is another hard part of being an entrepreneur. Whenever there is no light, it’s difficult to work.
What keeps you going despite all the challenges?
I want to build a global brand. So, no matter the challenges that come my way, I always have it in mind that for you to scale, you have to face challenges with that part of life. I see myself as more of a problem solver. Problems are part of life and are meant to be solved. One of my favorite slogans is we move. So whatever it is, I’ve learned to keep moving no matter the challenge, move, move, and don’t relent.
Looking back, what lessons has this journey taught you that formal education didn’t?
Formal education won’t teach you how to make money. Managing a business has taught me how to make money, how to relate to people, and how to present my brand. Young people graduate and they find it hard to make money because it wasn’t taught in school. Formal education increases your chances of making money when you know how to make money. It’s a combination of both. I’ve also learned proper relationships and communication skills and how to manage my clients and multitask.
Do you see yourself sticking with shoemaking long-term, or is this a stepping stone to something else?
I see it as something I’m sticking to forever. In the next 5 —10 years, I might not be the one making the shoes. There will be people handling that and I will be focusing on scaling the brand. So it’s a long-term thing for me and it’s also a stepping stone to something bigger.
If you had the opportunity to pursue a white-collar job today, would you take it or continue as a cobbler?
I have had the opportunity but the pay is not up to what I make in my shoemaking job. Most of these white-collar jobs you see will offer you N150,000 or N200,000. Yet, I make up to that amount doing shoemaking in about the same time. So anything that will make me quit will have to make me more money. I’ve been to some interviews and after all their talks, they want to offer you N100,000. So why would I quit a job that pays me around the same amount?
If I get a white-collar job and the pay is good I would have to multitask then. There will always be someone to run the business for me. I can employ people. Currently, I have someone who even works with me, not full-time, but whenever I’m not around, they can make things on my behalf.
If you could change one thing about how society views vocational skills, what would it be?
It’s how people view vocational skills as only for the uneducated. Anyone can learn a vocational skill, educated or uneducated.
What role do you think social media or personal branding plays in modern-day hustle stories like yours?
Social media is the lifeline of my business. It plays a huge role. Sure, some customers come to my workshop too but 80% of my sales come from social media. From my Twitter, Instagram, and Facebook. I get most of my orders there. So, social media plays a huge role in my business. I take my social media presence seriously more than anything.
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Share with us the most sapa moment you have ever experienced.
That was in my 400 level. A friend and I cooked a pot of beans and ate it for two days straight. All we do is mix it with garri (cassava flakes) and eat. Warm it the next day and eat again.
Omoooo. You’ve also been there 😅. Okay, as we round off, you’ll agree that many young Nigerians are in their struggle phase, unsure of what’s next. What’s your message to them?
Not like I have had it figured out but I would say find something that works for you. Think of something that works for you. Something you know you could do, a skill or something, and become a master at it. Focus, don’t listen to what anybody is saying because they won’t be the ones to feed you. Stay true to whatever you believe is true.
ICYMI: Read Also: In Pursuit of Purpose and Passion: Ajarat’s Journey to Fashion Design Via Stops at Farming and Journalism
Thank you for your time and we wish you all the best!
