Sham Tyra Nalwanga, a graduate of Records and Archives management is the founder and creative director of Sham Tyra, one of the most buzzed about fashion brands in Kampala. However, she still considers herself ‘an ordinary girl’.
Since she quietly launched her brand in 2016, after working with her mum for what she considers ‘her whole life’, she has designed for and outfitted a long list of famous women in her signature dramatic pieces, garnering a ‘sort of cult following’ of It-girls. Her Instagram documents her star-studded clients such as Crystal Newman, Nadia Mbiire Matovu, Ellah Nantumbwe, Natasaha Sinayobye, Sheila Gashumba, Lucy Bunyeyezi and more.
We caught up with the designer and she opened up about her brand, style and journey as a young business woman.
How did it all start?
After working with my mum, who is a seasoned tailor, for all my life, I decided to give myself a shot. Everything I know now, I learned from her. For a long time there was something deep within me that wanted to pursue my own journey, but I always felt that I was still young and inexperienced. That was until three years ago when I made the jump. I started by designing my own clothes and sharing on social media. People started responding and reaching out to me for bespoke pieces. Up to now, all my pieces are custom made for clients, I’m yet to get into ready-to-wear.
How has your brand been received?
I feel really blessed to have carved out my own space in this industry, which I have admired all my life. The brand has grown so fast, all through word of mouth and of course, social media. I started by working from home, but later orders became too overwhelming to be handled from a small space. I rented a small space located on Kirabo Complex on Bukoto Kisasi Road First floor shop No.119 where I now have a workshop.
How involved are you in this brand?
Judging by my prior experience working with a tailor, I’m fully hands on. I sketch designs, source fabrics, cut, tailor, fit and also meet clients. Like I shared, this is a huge blessing, and I’m excited to be doing it.
How have you managed to get and keep all these celebrity clients?
My very first celebrity client was Leila Kayondo. I knew her sister because she had reached out to me to appreciate my artistry. Her friend, Hellen Lukoma came through too. I believe because they have a strong social media following, more fashion lovers noticed my work. That’s when TK Berriez, Lucy, Crystal, Ellah and more reached out. I have a personal relationship with my clients, I want to believe that’s why I’ve managed to keep them.
What sets Sham Tyra apart?
Sham Tyra is fresh and different. It is high end drama presented with lots of love. I’m a dramatic person, so it’s an extension of own personality. That’s why even away from work, I wear my own clothes.
Who is the Sham Tyra girl?
She’s fierce, strong and fashion forward. She’s not out to attract attention, but it follows her anyway.
What’s your offering?
We offer made to order womenswear pieces for every kind of event. We recently started doing bridal, and the reception has been good too. We plan to get into ready-to-wear soon.
Where do you seek inspiration for your designs?
This might sound cliché, but I seek inspiration from God firstly. My designs are inspired by drama evidenced in the unique shapes and drapes. Hollywood glamour inspires me a lot too. I love that designers always think out of the box. I’m also inspired by my clients. Every single client of mine strives to look unique whilst staying true to themselves, everything the brand is about.
What’s your experience working with celebrities?
Working with celebrities is no different from working non-celebrity clients. What’s different is, celebrities wearing your designs means they’re going to step out and get seen by everyone. This often turns into press coverage. Now, this means a lot of pressure, not from them, but on myself. It is important that the brand is presented in the best way possible.
Any bumps along the road?
We have a limited access to good fabrics. Most of the great ideas are ‘toned down’ because the only fabrics to bring them to life can’t be accessed here in Kampala. And, even if you want to source them from Dubai or China, clients’ budgets are usually limited.
Is venturing into fashion and design profitable?
It’s very profitable. I’m not where I was last year. However, lots of hard work and creativity has to be involved.
What’s your take on the current state of Uganda’s fashion industry?
I’m greatly impressed that finally, we are appreciating our own artistry and craftsmanship. It’s been a long journey of self-doubt. I also love that Ugandans are hungry for what’s fresh and different. Fashion is art, you can’t put it in a box. I guess that’s why I’ve managed to get my own seat on this table. Although, we’re yet to get there. There’s still a lot of untapped potential.
Advice to other women doing their thing
Don’t pay attention to noise, stay in your lane and enjoy what you do. Your product just can’t appeal to everyone.
See some of her work in the gallery below
Follow Sham Tyra the brand on Instagram here and the designer behind it here.
This interview has been edited and condensed
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