We are redefining Nigeria’s interior design industry through bespoke craftsmanship – Emekalam

William Ubachukwu Emekalam is the CEO of Furniture and Fitting Interior Architects, a company he founded in January 2009. With over a decade of experience, he has built a brand dedicated to curating timeless furniture pieces and delivering bespoke interior design solutions tailored to individual tastes and lifestyles. He earned a degree in Project Management Technology from the Federal University of Technology, Owerri, equipping him with a strong foundation to manage and scale creative and operational processes within the design industry. In this interview with KENNETH ATHEKAME, he spoke on the evolution of Nigeria’s furniture and interior design industry, the challenges within the value chain, and the emerging trends shaping client preferences. Excerpts:

What inspired you to establish Furniture and Fitting Interior Architects in 2009?

My inspiration came from my upbringing. Growing up in my mum’s house, she was a collector of art and had a strong appreciation for aesthetics. She kept a collection of magazines where we used to explore interior design ideas. That environment sparked my interest in design early on. After my education, where I studied Project Management Technology, I decided to fully pursue my passion and build a career around it.

How has your vision for the business evolved over the years?

Over time, working with a wide range of clients has shaped and expanded my vision. Many clients trusted me with their projects and gave me the platform to express my creativity. Their satisfaction and confidence in my work encouraged growth. Each successful project opened new opportunities, allowing the business to evolve and expand its capabilities.

How would you describe the current state of Nigeria’s furniture and interior design industry?

Nigeria’s furniture and interior design industry is undergoing a significant transformation. It is gradually shifting from a largely informal, craft-based sector into a more structured and commercially viable industry with strong growth potential. Estimates place the market between $2 billion and over $5 billion, and it continues to expand. It remains largely untapped and has the capacity to absorb a significant number of unemployed youths if properly developed.

What major gaps still exist in the local value chain?

One of the major gaps is inconsistent infrastructure, particularly in power supply and transportation. Unreliable electricity increases production costs and reduces efficiency, while poor logistics systems and port congestion delay the movement of raw materials and finished products. Another key challenge is limited access to capital, which restricts expansion and investment across the sector.

What have been your biggest milestones since launching the company?

One of our earliest milestones was successfully delivering our first high-profile projects. These projects validated our capabilities and helped us build credibility. Over time, referrals and repeat clients became a major driver of growth.

Another milestone has been the expansion of our service offerings. We have evolved from a focused operation into a comprehensive solution provider, handling projects from concept development through to execution. This has strengthened our value proposition and improved overall client satisfaction.

How have you sustained and grown the business in a challenging economic environment?

We have remained resilient by focusing on operational efficiency, innovation, and adaptability. We streamline processes, manage costs effectively, and ensure quality is not compromised.

We also adapt to changing market conditions by offering flexible pricing and tailored solutions. Building strong customer relationships has been critical, as trust drives repeat business and referrals.

Additionally, we prioritise local sourcing to reduce dependence on imports and mitigate the impact of foreign exchange volatility. Strategic partnerships, branding, and maintaining a strong team culture have also played key roles in sustaining growth.

What are the key operational challenges affecting your business today?

A major challenge is finding dedicated and committed staff. Many individuals are primarily motivated by quick earnings rather than long-term growth or professional development, which affects productivity and consistency.

How have inflation, FX volatility, and rising material costs impacted your pricing and delivery?

These factors have significantly affected both pricing and delivery timelines. We have had to adopt a more flexible pricing approach due to fluctuations in foreign exchange rates, especially since many materials and fittings are imported. Prices are periodically reviewed to reflect current market realities. Material costs have also risen sharply over time. Items that were once affordable have become significantly more expensive, sometimes increasing unexpectedly. This requires constant adjustments to maintain balance between cost, quality, and competitiveness.

How do you balance local sourcing with imported materials in your projects?

We prioritise local sourcing where possible, especially for materials that meet required quality standards. This helps reduce costs, shorten delivery timelines, and minimise exposure to FX volatility.

However, for specialised materials that are not locally available or do not meet our standards, we rely on imports. The balance depends on project requirements, ensuring we maintain consistency, durability, and global standards in our output.

What innovations or processes help you maintain quality and durability?

Social media has played a significant role in increasing our visibility and access to global trends. Beyond that, we maintain strict internal quality control processes, continuous skill development, and attention to detail at every stage of production and execution.

What trends are shaping client preferences in Nigeria’s interior design space?

There is a growing demand for personalisation and storytelling in design. Clients no longer want generic interiors; they want spaces that reflect their identity, culture, and lifestyle.

Today’s clients are looking for functional, culturally expressive, and technologically integrated spaces. The emphasis is on bespoke designs that combine aesthetics with practicality and individuality.

Are customers increasingly prioritising customisation, and how do you meet that demand?

Yes, customisation has become a major priority. Clients now seek tailored solutions that align with their preferences, values, and functional needs. This trend is driven by greater exposure to global design ideas, a growing middle class, and increased appreciation for individuality. We meet this demand by offering fully bespoke services from concept development to execution ensuring each project is uniquely designed to reflect the client’s vision.

What sets Furniture and Fitting Interior Architects apart in a competitive market?

Our strength lies in delivering bespoke, timeless pieces that combine functionality with storytelling. We focus on creating designs that clients can look back on with pride, knowing they were part of something uniquely crafted.

We differentiate ourselves through end-to-end project delivery, attention to detail, and a commitment to tailoring each solution to the client’s identity and needs.

How important is branding and customer experience in your growth strategy?

Branding is very important because it communicates who we are and what we stand for. It helps build trust and credibility in the market.

Customer experience is equally critical. From the first interaction to project completion and after-sales service, we ensure consistency, responsiveness, and professionalism. We treat every client with respect and see each engagement as an opportunity to reinforce our brand promise.

How do you address the challenge of skilled labour and talent retention in the industry?

It has not been easy, but we approach it by investing in training and development. We focus on identifying potential and nurturing talent through mentorship, hands-on experience, and continuous learning. We also create a work environment where team members feel valued and have clear growth opportunities. By involving them in meaningful projects and giving them a sense of ownership, we foster commitment, reduce turnover, and build a strong, motivated team.