DESIGNER SPOTLIGHT

We ask  Rukie Jumah, the founder of Ruks á la mode, questions about her brand, what inspires her and how she handles the challenges that comes with owning a brand.

How did your journey into fashion begin?

I wanted to make great-quality fashion pieces accessible to every body type, to create designs that make women feel seen, beautiful, and confident in their own skin.

What inspires your designs or creative direction? 

Our culture is so rich in texture, color, and meaning, it’s impossible not to draw inspiration from it. I’m inspired by everyday women and the beauty in our locally sourced fabrics. Each collection tells a piece of that story in its own quiet, effortless way.

Can you walk us through a typical “day in the life” as a designer?

No two days are ever quite the same. Some days are spent sketching or working with the production team to refine fits, while others are dedicated to fabric sourcing, fittings, or creative direction for shoots and campaigns.

What are some of the biggest challenges you’ve faced running your brand?

Balancing creativity with operations, from production timelines to quality control has been one of the toughest parts. But having a solid team and strong internal systems has made a huge difference.

What has been your proudest or most memorable moment so far?

Every collection launch feels like a proud moment, but seeing women confidently wear our pieces around the world, that’s truly fulfilling.

How would you describe your brand’s identity in three words?

Confident. Comfortable. Bold.

Who or what continues to inspire you to create?

Women, their stories, strength, and individuality. Every collection starts with them.

What message or feeling do you want people to have when they wear your pieces?

Confidence. Comfort. Excitement. I want every woman in Ruks Á La Mode to feel like the best version of herself. 

How has being part of the Onụli platform impacted your brand’s journey?

It’s been an amazing opportunity to connect with more fashion lovers and to showcase what modern Nigerian craftsmanship looks like.