Georgina Aidoo One of the woman at the AFWE in Miami in May 2000. Executive member of the Ghana Garment Workers Association. She is also a member of AMEX. Empretec member/Enterprise Ghana-I have been to all of their entrepreneurial courses. Specialty is men's fashions (her husband was trained as a micro biologist-he now works as an electrical contractor on large projects). Banks are doing somewhat better in loaning to small-scale enterprises (SSEs)-for example, I got a small loan from the social security bank. But the interest rates are so high-42%. I just make it due to the fact that I export and sell my garments in dollars. "Everybody is doing so bad in Ghana. If it weren't for the foreign business I couldn't pay my workers." Workforce 10 tailors, 1 accountant on contract, 1 auditor on contract, and 3 directors (herself, her husband, and another woman). It's a limited liability company. With large orders we take on additional workers. We have not had to lay off staff in the past 2 years, but 3 years ago she had 20 or so trainees. After the AFWE conference she went to Michigan. She knew a woman who owned a business from a year before, when the woman, an African American, Cindy Simpson, wanted to organize an Afro-fashions show. Cindy told her about Simpson's Rodeo. And she rented a booth there. She's going back to the US in July to attend a trade fair. She will definitely attend the Sixth Annual US-Africa Trade Fair in September (African World Expo), in Detroit. She's been selling in the US since 1995: "At the moment, that is what I do. Go and sell/exhibit, come back, produce, and go again." She may also go to the Trinidad/Tobago Centennial in July, if financially feasible: "I have to see about the cost. I normally cost things out (trip expenses) to see if it will be worth it to go. When I come to the US, I do as many as possible in a period of 6 weeks to 2 months. If I do 2-3 trade shows during each visit, I usually come out okay. Then I make the rounds to buyers, shops, other contacts. I started this process of arriving by plane in NY, and then I take the Greyhound Bus to get to other places, so I can get to know the US. At the moment I don't know much about Europe." Her goal is to move into large-scale manufacturing and not only African clothing-to produce everyday-wear for the US: "Right now I make shirts, for example, with just a touch of African print. The next thing is to work with jeans fabric. If I am able to start producing for a big market I may never need to travel again! But assuming I do get a big contract, now, I could only do it by working with other producers. My major problem is machinery; the banks don't support us financially to buy machines. For example, I have room for 50 machines, but can't afford to buy them. So I have to make-do with the 10 I have, and how much can I make with only 10 machines? After the US-Africa trade bill passed, we were called together by the Ghana Trade Ministry to look into opportunities that it may provide." Problems in Marketing in the US Sometimes small-scale boutique owners will say that they have an order, but they don't come through with commitment fees. Regarding the AFWE Conference, she didn't really make many contacts there. Americans often fear that you will take their money. Years ago, I met a man in Milwaukee. He ordered items, but was afraid of non-delivery. I made the items, personally took it to him, and he bought $4000 worth. She met him through another American at a trade show in Michigan several years ago. This man has since invested about $5000 in her business at the beginning of this year. He works at Ameritech. Comments about AFWE Fair in Miami She liked the fact that almost all of the regions/major countries in Africa were represented. But it was not well-advertised. It should have been at a different place than the Hyatt Hotel, where more people would come. Afterwards, they moved to Africando, at St. Thomas University. There were actually fewer people, but those there were buyers and we made more money. They also went over to the Holiday Inn in Hialeah. After the second day at the Miami Conference most of us checked out of the Hyatt and moved into the Holiday Inn next door, because it was cheaper. About half of us participated in Africando in St. Thomas. And then we moved to the Howard Johnson's Hotel. Howard Johnson's was closer to St. Thomas University and the organizers of Africando provided transportation from the hotel. I did not recoup my expenses at the end at the Third Global Fair in Miami. After six days at the Hyatt I only made $1000 dollars. She had $11,000 in expenses invested in Miami. $3000 was spent while there. She shipped three suitcases full of items to the US in February to a friend in Michigan ahead of time and took three additional with her to Miami. But she left Miami with 2 suitcases unsold. Therefore, in 7 weeks, out of 6 suitcases, she sold four and made about $7000 in cash. I usually make $2000-$3000 at each trade show. The reason for this next trip in July is to add more stock. She took some sheer fabrics/garments to a shop in Michigan and the woman said that they sold out in two hours and has ordered more. "I keep my eyes open, ears open, and listen to comments when people come by my booth. Americans like unique items, but not too flamboyant." The organizers at Africando made arguments for a move to the Cultural Center. I was there for only 2 hours and sold $500 worth of products. Customers, mostly African Americans, wear these clothes for special occasions. Lots of students from universities: for example, my shirts sold well. The men's jackets, made out of batik, sold well. "I would like to take my youngest son on the July trip to the US." Networking I stayed with an African-American woman the last two days that I was in Miami. I knew her voice when she came to the Hyatt. I had met her at the African-American Summit in Ghana in May 1999. She took me to her church and I sold about $600-$800 worth of garments to her church members. African Trade Fair/Expo in Detroit. The first one, in 1995, she sold about $700 worth. It was a loss. The second one, she sold about $2000-just paid for her tickets and expenses. And the third that she attended, it paid for her trip and then some. Her shop hours are from 10am to 6pm. She is there to supervise and she is away when she travels. "But you need to be around your shop to supervise." She said that business takes a lot of discipline and determination. She's been in business since 1991, education at the University of Science and Technology, College of Fine Arts (in Kumasi). Got a degree in 1987. She worked at UAC as a textile designer for about 6 months and "then went out on my own." In 1992, she was the first-place winner in the National Fashion Design Award in the Greater Accra region. Second year she was in 4th place (1993). "This brought me attention from Ghanaians going abroad. They sought me out. I did custom-made clothes for about 5 years." Two years later the economy went down and she almost closed down. Then she started with Empretec and AMEX workshop, then decided to go into ready-to-wear instead of custom-made. In 1995 she started to export. Last year, 1999, she decided to deviate in sewing for women; now she primarily sells men's fashions: "I've never regretted it. It's easier, more fun, it's as challenging as it is for sewing for women. Men are as fussy as we women are, but when a man sees something he likes, he'll buy it. Women will hem and haw. Ghanaian women buy more flamboyant designs, Ghanaian men want more tailored designs. In designing for my customers, I do a lot of informal psychology. Just by looking at my client I can tell the kind of personality he has and the look he or she wants. Customers, they trust you with their whole body. They want to look good, they trust you to do this for them. They want to look good, a good fit, they want to feel confident and comfortable. If you look good, you feel good. If you don't, it mars your whole day."