Meet Catherine of Snoozy - Creator Focus (Series 2)

Catherine is an extremely organised, wellness oriented go-getter! The manner in which she handles her business is an inspiration to us here at Fashtracker and we want you to get to know her too. She found a white space in the Nigerian fashion industry, and is filling it up very thoughtfully. Her brand is a true testament to the idea of purpose driven businesses and we know you'd love her story.


Why the name Snoozy?
When naming our brand we really wanted something that was fun, care-free and catchy! We came up with Snoozy because we felt it hit all three requirements. We know nightwear is mostly associated with ideas of being sexy, maybe even elegant, but sleepwear can also be fun, and upbeat. We really don't take ourselves too seriously and wanted to capture that playfulness in all aspects of our branding. 

Why did you start your own loungewear/nightwear brand?
Snoozy really started as an idea I had because I was looking for affordable quality loungewear because I spend most of my time working from home. The more I thought about the need or lack, the more I began focusing on the importance of nightwear and loungewear for women. The truth is we spend so much time getting dolled up to go outside but in our private moments do we still feel as beautiful and as fabulous? I don't think there should be a place to 'look good and feel good' - we should constantly be in that happy state. So after I did a bit more market research I realised that this wasn't just a personal thing, but there was actually quite a big gap or should I say opportunity in the Nigerian market for a new-age sleepwear brand which has great products and a great message to share.

What does your brand represent?
I like to say that we don't just sell pyjamas, we sell pyjamas with a purpose! The Snoozy brand represents comfort, style and self-love. That third part is really at the heart of all we do. We're in the business of making women feel good about themselves. We promote self-esteem and self-care because we wanted to foster better relationships between women and their inner-selves. For example we partnered with Mentally Aware Initiative Nigeria on a special collection where we donate its proceeds to helping the organisations work providing support to people dealing with mental health challenges. We plan to do many more initiatives like this in the future.

What is the first thing you do when you wake up in the morning?
Straight to Instagram DMs! It's so bad, but I'm really a perfectionist, so since I've started this business, I've become obsessed with customer service and being excellent at that means I'm replying to potential customers as early as 7AM. 

What does success mean to you?
This is a great question. I experience success everyday when I receive a positive review from a customer. I think impact really starts at an individual level. Because success is not just sales but its relationship-building for me. If I can build a relationship with you I'm more likely to get my message across to you. If not about profit but about creating a shift in women's behaviour. If you don't buy a Snoozy outfit but you come across one of our posts on Instagram and inspires you to start thinking about self-care then that’s still success to me. I really believe that businesses should work to define a purpose beyond profit. Because with a good purpose success will always follow. In my opinion.

Tell us a secret about yourself!
Hmm, a secret about myself... that's a hard one. I'm pretty much an open book. I do have one weird trait I like to keep to myself which is I don't like eating eggs that other people have cooked for me (lol) I like my eggs a specific way - scrambled and slightly dry - any other way won't work!

How many snoozy sets do you own?
Every single one! So 40 and counting lol don't judge!

What excites you most about the future of fashion and clothing in Nigeria?
The creativity! I love that there are so many different brand aesthetics out there at the moment so the market is quite differentiated. From streetwear to highfashion there are several niches within them. And coupled with that, Nigerian designers are holding their own in the global fashion marketplace. Technology is levelling the playing field as well and we're going to keep showcasing the great talent we have to offer.

How are you spending your home time during the pandemic?
I've worked from home for about a year now, so it's the same old routine for me. I have felt hyper-productive during this pandemic so I've been working a lot more that usual. But I do make time to exercise, spend time with the family and eat very very well.

What does wellness and relaxation mean to you?
I'm still learning everyday how to prioritise relaxation and make wellness part of my lifestyle. I think it's really a way of life. Taking care of your body, mind and soul as you would a 'temple' as being a custodian of what you let in and out. It’s really about balance, about intake and about making yourself a priority.

What makes the perfect pyjama?
This is a great question. The perfect pyjama is comfy, captures your personality, is gentle on your skin (and the environment) and has to make you feel good. I don't think I need to mention it promotes good sleep because that's a given!

Do you offer any special services to customers? Tell us about it.
We offer a customisation service on our pyjamas where you can embroider your name, initials, nickname or anything you want really on the chest of the pyjama tops. Our customers are so creative and come up with the cutest designs. We also offer special sourcing for bridal parties and other occasions!

What is the last thing you do before bed?
I pray and drink lots of water.

Give us 1 or 2 tips on your favorite wellness and relaxation techniques.                             

It's a personal journey but I would say 1 tip that applies to everyone is to find time to disconnect and have some mental space for some introspection, meditation or just simple relaxation. This is a really hard thing to do, but it's really great for your brain to just have a breather. Just find 5 to 10 minutes a day to make time for the most important person - you! Don't be afraid to do some research into wellness and relaxation as well. There are plenty of handy tips online. You can also follow our Instagram page because we share tips daily!

Tell us what you love about Snoozy... Leave a comment! 


Shop Snoozy here


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