Swiych,
15 mins

S010: Why I Left London to sell Socks in Nigeria – with Segun Abiona

September 29, 2016
Swiych Podcast S010: Why I sell socks at Nicole and Giovanni Segun Abiona

S010: Why I Left London to sell Socks in Nigeria – with Segun Abiona

In this episode, Segun Abiona, CEO/Founder of Nicole and Giovanni Socks, shares the story of how he left Barclays Bank in London to come sell socks in Nigeria. His story is even more important to share when you look at the fact that all he does is sell socks.

Episode Takeaways

In this episode, you will learn about the following:

  • How he came about the name “Nicole and Giovanni”,
  • why he decided to leave his reputable “stocks” job in London go start the “socks” business in Nigeria,
  • the challenges currently facing Nicole and Giovanni socks,
  • success stories and moments that came from the fact that he sells socks only, and
  • where he would love to be if he had the ability to time travel.

Carving out a Niche

Segun Abiona saw an opportunity many see but discard every day. The idea of starting a socks business is tasteless to many Nigerians. In that it is a very specific market with many patronage perceived to be low. Our guest is proving that wrong. In fact, Nicole and Giovanni boss has carved for himself a name in this totally ignored segment in the fashion industry.

Leaving Barclays Bank in London

Striking is the fact that Segun Abiona completely risked it all to come start Nicole and Giovanni socks business in a very unpredictable terrain in Nigeria. Having started a family in England, you will expect him to settle and continue to work with Barclays Bank. Surprisingly, he quit and head back to Nigeria with his family. This episode digs into the rationale behind this action.

Segun Abiona Nicole and Giovanni Socks

Challenges facing Nicole and Giovanni

We all know that every startup/business comes with its own “custom-made” challenges; but what matters is how you see and treat them. Nicole and Giovanni Socks did not have it smooth in the beginning. However, two years after starting, it is still around. In fact, it is expanding into other regions. You can find out more about the current challenges facing Segun Abiona’s startup in Nigeria by listening to this episode.

His time travel experience on Swiych

Not to forget his time travel experience on Swiych! If you could time travel, I know you will! That is exactly what Segun Abiona did on Swiych. Listen to him share his time travel experience with us. In addition to that, Seun took a short word exams live on the show! Listen Now.

In Conclusion

In conclusion, the story of Nicole and Giovanni socks is the story of niche marketing in Nigeria. This is not a common business approach in the country; and you rarely find people advise you to use it. Yet, Segun Abiona uses it with great success. Learn more by listening to him share his experience.

Subscribe to Swiych

iTunes
Stitcher
RSS Feeds

About Swiych

Swiych is Podlobe’s interview based channel focused on bringing you entrepreneurs, business owners, and enthusiasts, whose experience you can learn from. Hosted by Samuel Adeoye (a.k.a Se7en), Swiych is a 10-15 minute weekly podcast show.



Today's Guest

Segun Abiona is the founder and Creative Director of Nicole and Giovanni socks, a business he started from his bedroom.  Nicole and Giovanni Socks is a Nigerian brand that design and produce the best wearing socks for the African man using the highest quality yarn cutting across all men. He was formerly at Barclays Bank, London and then First City Monument Bank in Nigeria. He is passionate about football and a diehard fan of Jose Mourinho

Episode Takeaways

In this episode, you will learn about the following:

  • How he came about the name “Nicole and Giovanni”,
  • why he decided to leave his reputable “stocks” job in London go start the “socks” business in Nigeria,
  • the challenges currently facing Nicole and Giovanni socks,
  • success stories and moments that came from the fact that he sells socks only, and
  • where he would love to be if he had the ability to time travel.

Bonus Track

Bonus Tracks are short cuts (1 to 5 mins long) from our interview with guest that are not included in the main podcast. We find them useful, but cannot include them in the main podcast because of our show length policy.

  • Sjpaul19

    My problem with your podcasts is…I always have to finish every single one, even when I’m in a hurry to do something else. Keep up the amazing and brilliant work Sam (se7en). Divine leading indeed as stressed my Mr Segun. I’m inspired.

    • Whoaaa! Hehehehe, I am glad it is so! We strive to create value packed and concise podcast.

      Yes, divine leading has a primary place in Business, just as it does in any aspect of our lives.

      Thank you for dropping by SJPaul

  • From Barclays to selling socks… I see why some people say some entrepreneurs are “crazy”. But then, it’s that “craziness” that provides the drive to succeed

    • Exactly. If you like to challenge the sta-tus quo, I would not be far from the truth to say that entrepreneurship is for you. You are so right when you said this: ‘it is that “craziness”, (that “were”) that provides the drive to succeed’

  • Yeahhhh. You could feel the energy, confidence and belief. That is pricelss for an entrepreneur. About making in Nigeria, I’m probably going to let him reply!

  • Omoloro Fasuyi

    I’m glad to see hear from an entrepreneur taking advantage of a niche market. I think another thing is that a lot of people want to sell the expensive things, product with high profit margins. This is beautiful!

Scroll to top
Podlobe
Welcome home