From Tailor to Tycoon: Bianca Saunders on Why Every Designer Must Master Every Job Before Delegating

British-Jamaican designer Bianca Saunders, founder of her renowned namesake label, offered emerging African and diaspora designers a pragmatic roadmap for global scaling during her masterclass, "The Business of Creativity: Scaling a Fashion Brand Beyond Wholesale," at the GTCO Fashion Weekend in Lagos. 

Saunders, a Royal College of Art graduate celebrated for her refined tailoring, addressed core challenges facing local talent from navigating production bottlenecks to building a powerful digital brand identity.

The Hybrid Model: Mastering One Thing First

Addressing persistent issues with manufacturing and distribution, Saunders advocated for a nuanced, hybrid approach that prioritizes strategic focus before expanding production.

"I would definitely say if you're starting a new brand, start with one type of thing," she advised. While her own brand, launched in 2017, quickly developed denim, leather, and woven pieces simultaneously, she suggested that the initial focus is crucial for rapid scale and global retail partnerships.

She observed that African designers are already adapting to the realities of local infrastructure by embracing a balance between local craft and global efficiency: "I've definitely noticed a lot of African designers have been using their brand to kind of base it more on the craft sense and then use other countries for other things that out there have perfected more. So there's a balance of both."

The Entrepreneur’s Mandate: Master Every Job

Saunders stressed that while recognizing one's limitations is necessary, an entrepreneur must first gain intimate knowledge of every operational detail before delegating.

 "I think in the beginning you definitely have to be, you have to learn it all because then how are you going to tell someone that they're doing their job wrong?" she challenged. "I've done every single job in my business."

The ultimate goal, she concluded, is strategic empowerment: "I am able to kind of create the job descriptions and find the great people that are better than me to actually make the business bigger than it is."

Digital Storytelling: The 'Secret Sauce' of Transparency 

In a powerful piece of advice for building loyalty and driving global sales, Saunders revealed that her brand's "secret sauce" lies in complete transparency and viewing herself as a "photographer first."

She encourages designers to structure their digital presence around three core pillars: innovation, craft, and storytelling.

 "I will post my research, I'll post like the behind the scenes, I want people to see who we're making. When someone asks them, 'What's that print?' They are able to be like, 'Oh it came from this TV show and Bianca was inspired by that,' and those stories is what makes a brand really important."

Saunders emphasized that using visual mediums to communicate the 'why' behind the design is essential, arguing that being transparent with the audience about the process, not just the product, builds the high-trust loyalty required for a successful global brand.