Alexander Amosu Exclusive: ‘I Don’t Work Hard, I Work Smart’

By Olanike Fagbule

“When I can create one thing and make millions, why will I want to make a hundred substandard ones and make the same amount” Alexander Amosu asks rhetorically at the lobby of Federal Palace Hotel, VI where he was lodging when he visited Lagos, Nigeria in November 2009.

He continues “People all over the world work hard, but I have learnt to work smart. You want just any suit go to Versace or Gucci, you want the world’s most expensive and luxurious suit, you come to me”

Mostly known for creating gem-studded phones and accessories, no one saw Alexander Amosu creating the World’s Most Expensive Suit this year, until Guinness book of records named him Designer of the World’s most expensive suit in April 2009.

The suit which is prized at 70,000 pounds is threaded with 18 karat gold and each button is diamond-coated “There are only four of such suits in the World” he says with pride  beaming in his eyes, “and I hope to launch in four major countries of the world, New York, London, Lagos, Nigeria and Abi Dhabi”

Made with Gold and Platinum thread, rare clothes and precious stones, the suits are  one off creations costing 70,000 pounds each.  Amosu considers each suit is a work of Art. ‘It takes a total of 80 hours to complete and includes over 5000 individual stitches’.

A look through his catalogue of achievements will clearly show one thing: Mr. Amosu likes to think outside the box. And he has been able to convert what would ordinarily have remained hobbies, pastime and passion, into a thriving business and globally-renowned brand.

Following his successful ringtone adventures where he was tagged “Lord of the Ringtones”, and his creation of luxury Blackberry phones and pen, Amosu was tagged one of the most incredible successful Nigerians globally.

With an impressive feel for fashion and trends, he is extraordinarily style conscious, passionate and pays attention to the smallest details of every design “. I firmly believe that in the wake of the recession, there is still a demand for uncompromising quality. We might not be catering to everyone, but the people who buy Alexander Amosu want to wear the very best suits in the world.”

In 2008, he was listed amongst the top 40 entrepreneurs in the Sunday Times top 40; he was also on the top Britain’s 100 most influential black Britons for two years.

As part of his service Amosu and his tailors will travel to clients anywhere in the world in order to take measurements and fit the suits, this service is exclusive to Alexander Amosu and is not offered by any other tailors anywhere in the world.

Few days to his launch in Nigeria, Amosu, 34 was in Nigeria, meeting with  reporters, hobnobbing and networking with top executives and members of the Entertainment, business and Fashion world. His story is as intriguing as it is inspiring. It’s the kind of stuff young Nigerians need to hear; the kind of stuff many Nigerian entrepreneurs will identify with.

“I am here not to sell the World’s Most Expensive Suit, I am here to make a statement that I am Nigerian, and well, if anyone wants to buy, its fine by me” he says

Born to Nigerian Parents, Alexander Amosu’s mum hails from Ikorodu while his father is an indigene of Abeokuta in Ogun State. His kids Shade and Isaiah were born and breed in the UK even though they bear Nigerian names

“I am proud to be Nigerian, when a lot of people hear that you are Nigerian, they say 419 or something, and I crave to change that. There are a lot of people from Nigeria that are doing great things, there is Chris Aire, there’s Chimammanda, there’s Phillip Emeagwali, there is Mudi, and there is Alexander Amosu. The list is uncountable.

Reserved by Nature, Amosu will tell everyone that cares that he made a resolution not to be poor at a very tender age, and started his first business at age 15.

Growing up in North London council Estate, Alexander Amosu tried several businesses, from cleaning services for pregnant women to organizing parties and deejaying; until year 2000 when his breakthrough came while playing around with a Nokia 3210 phone. He used the phone’s pre-programmed tones to create a ringtone. His brother took it to school and the next day he returned with 21 classmates

“When I saw 21 people, the entrepreneur in me was nudged, I thought to myself, I can make money from doing this, and so I charged them 1 pound each, and then I made 21pounds just creating one ringtone”

Ranked number 98 in the UK’s most powerful British business people in technology and telecoms Alexander Amosu is now a highly sought-after motivational speaker, luxury designer, investor, freelance writer, and DJ. He also takes a keen interest in working with charity, being the first person to create Free Ringtones Day, where he donated the revenue from over 75,000 orders in one day to the Teenage Cancer Trust

His Lagos launch which holds on Saturday December 5, 2009 is sponsored by MTN, Nigeria’s telecommunication Giant specialized in giving its high network customers exclusivity.

The high octane event has been penned down as one of the events to watch out for in December 2009.