Phyllis Awu Ahiable: The Creative Who Turned An “Accident” Into A Fashion Empire

On Style with Aimee Cherry, the conversation took an unexpected but inspiring turn as Phyllis Awu Ahiable, widely known as Awuvi shared how a simple problem-solving idea evolved into a thriving fashion brand, Awuvigh

What makes her story compelling is not just the success, but the unconventional path that led her there.

Unlike many designers who dream of fashion from childhood, Awuvi’s journey began in a completely different creative space.

A graduate of University of Ghana, she studied Performing Arts and initially pursued a career in film as a director and writer.

Her entry into fashion came when she began working on a film project and needed costumes. Faced with high production costs, she identified a gap in the market and decided to fill it herself.

“I said, why don’t I set up a costuming company?” she recalled.

That decision marked the beginning of everything. Despite growing up with a seamstress mother, fashion had never been a serious consideration.

But once she committed to building a fashion business, Awuvi knew she had to understand the craft.

She enrolled in sewing school while simultaneously running her studio, learning hands-on during the day and managing production at the same time.

What started as a necessity soon became a passion.

“I developed a love for it,” she said.

Since around 2011, Awuvi has been steadily building her brand, now over a decade deep into the journey. But longevity hasn’t made things easier.

“Even yesterday, I felt like quitting,” she admitted candidly.

Running a fashion business, especially with an all-women team, comes with unique challenges. From managing schedules and personal responsibilities to navigating emotional and physical realities within the workspace.

Still, her commitment to creating opportunities for women keeps her going.

Her designs often incorporate Afrocentric elements. Think batik, African prints, beadwork and statement detailing, crafted for women who want to stand out and tell stories through style.

From office wear to bridal, couture to ready-to-wear, the brand caters to a wide spectrum of women, offering both bespoke and ready-made pieces.

One of the most important conversations from the episode centered on pricing and the cost of locally made fashion.

Awuvi broke it down simply: producing in Ghana is expensive.

From imported fabrics and high duties to rent, fuel and labor costs, every stage of production adds to the final price. Unlike mass-produced international brands, local designers operate on a smaller scale with more hands-on processes.

“You’re paying three to five times more for the same fabric,” she explained.

Yet, she emphasized that buying local is more than a transaction, it’s an investment in livelihoods, communities and the future of Ghanaian fashion.

While countries like Nigeria have made strong global strides, she believes Ghana has the potential to do the same with the right backing.

“Support Ghanaian brands. That’s how we grow.”

Style with Aimee Cherry airs every Monday and repeats on Thursdays at 12 PM, spotlighting the creatives shaping Ghana’s fashion and lifestyle industry.