Meet Samiat Salami | Strategist | Founder | Creative Director

We had the good fortune of connecting with Samiat Salami and we’ve shared our conversation below.

Hi Samiat, what do you think makes you most happy? Why?
I do so many things in the life in pursuit of happiness. My happiest moment are spent in the company of other people. Whether that’s creating, eating, or faffing about. I do love a good faff because so much of our time in life is spent driving towards a specific goal or need. Sometimes it’s nice to exist in the company of others without a tangential goal to be productive. To simply be a human being in the presence of humans enjoying their company–preferably to the tune of a delicious meal.

For most of my adult life, I have enjoyed working on projects with other people and it is one of the reasons I love what I do. There is nothing quite like being in a studio when the Seamstresses and I are trying to figure out a garment. Executing a campaign or developing prints with my illustrator. Everyone is so creatively invested and the camaraderie of working holistically on the same goal is empowering. Also, there is nothing quite like realizing that people are buying into your ideas everyday and making it an active part of their daily lives to fulfill your vision. It is such a gratifying and humbling feeling.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
How did I get in the business of luxury retail? Have you ever heard of that saying about the difficulty of taking the road less travelled?

I’m not exactly sure exactly how the saying goes but for most of my life, I have been taking roads like these, much to the chagrin of many communities I have existed in. It’s not exactly that I am a harbinger of chaos. It’s just that the idea of creating something that I don’t see in the world excites me.

I immigrated to Florida from Nigeria when I was 13. Back then, I would go to these Nigerian community gatherings, and all the aunties and uncles would ask me what I wanted to be when I grow up. See this is a trick question. The correct answer is–a doctor or nurse. If we were Nigerians living in any other place where the medical industry wasn’t the looming giant, engineer or lawyer might have been acceptable responses, but as this was Florida in the mid-2000s, the medical industry was the only correct answer.

For a creatively inclined kid like me, who was curious about the workings of the world, you can imagine that my responses caused these rooms to explode into argumentative chatter. So much so that my mother, in a car ride to one of these parties, banned me responding honestly henceforth. I loved colors and I loved stories. At first I said I wanted to be a lawyer because surely at 13, I thought it might involve storytelling. The answer was not acceptable. By the time I was 16, I had found fiction and that answer morphed into writing. A larger dagger.

In hindsight, when I think of all these aunties and uncles, I now know they were trying to protect me. Most of them immigrated wanting more financially equitable opportunities and as the laws of supply and demand go, they were wise to choose the most profitable professions in their new homes. It was elemental to their survival. However, that precisely, is the problem. When we as a people are caught in the mechanics of our survival, we are less likely to be in tune to the design of the world. We aspire to excel within the boundaries of the world as is, because designing the world to fit our needs feels like a luxury reserved for those with nothing to loose.

Before I started my homegoods and loungewear brand–Oya Abeo, for most of my career, I have worked in the luxury retail and lifestyle industry, Through that, I have learned that the current language around luxury isn’t inclusive of my needs or experience. What does luxury mean to me, an African immigrant, who has spent time drifting through many cities around the world in search of home?

It means the familiar scents of my childhood. It means colors and textures that soothe me in my new home, wherever that might be. It means design that makes me feel at ease. While this all seem to cater to a niche experience, it is important to note that this is how most impactful luxury brands are born. They offer an experience that is exclusive to the desires of their customers. Think of the recent success of a brand like Le Labo and with its more artisanal approach to perfumery that feels ultra specific yet resonated with people looking for rich scents outside of the gendered cliche of luxury fragrances, This is the kind of luxury I want to offer at Oya Abeo. A more curated and artisanal approach to the home and apparel, with excellent materials that respects its source and offers a rich sensory experience. An experience that caters to the unique experiences of folks all over the African diaspora and makes each person feel seen.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I currently divide my time between the Bay Area and Lagos, Nigeria.

One of the very first places I’d take anyone visiting Miami for the first time is the Blue Rider Cafe at Superblue Miami. I really encourage you to look up images of it. It’s a kaleidoscopic wonderland of colors, shapes and patterns. Yinka Ilori has really transformed that outdoor space into something magical and as a fellow Nigerian Designer, I couldn’t be prouder. I’d recommend going out there a little later in the afternoon or early evening. It’s a bit too warm earlier.

Did you know that Mood (the popular fabric store from Project Runway) has a Miami location? If you just want to twirl in patterned silks and chiffon for an afternoon, I highly recommend going there.I like walking along South Beach at night. The art deco buildings, the sound of the ocean and the people watching never gets old for me. I love Jamaican food. I recently went to Dukunoo in Wynwood with a friend and I had a good time.

If you are going to visit Lagos, I’d highly recommend you come at the end of the year, just before detty December. Detty December is a yearly phenomenon where people all over the diaspora return to their West African countries of origin (or choosing) beginning in late November. In Lagos, the ’ember months are when all the things kick off, from design week, to poetry festivals, fashion week and Art X (a Lagosian art Basel), It’s all happening, all the time. Then there are the concerts–Burnaboy, Asake, Wizkid, Rema, Tems, and whoever else is ruling the afrobeats stereo at that moment, they will mostly likely be performing at different locations all December long. You’ll also find concerts by more indie (but amazing!) bands like the Cavemen and national sweethearts, like Asa.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
The everyday success of my work is a team effort. I never take it for granted that people are willing to dedicate their time to help me bring my vision to life. My illustrator David and I have been developing prints for Oya Abeo since its inception. I’d like to give him some flowers for being willing to experiment with my wacky ideas and pushing the boundaries of what’s possible with traditional Nigerian textile making traditions

Every member of my family has been incredibly supportive in their own ways since I started my business. My siblings have offered suggestions, a listening ear, and free advertising by sharing my business with their networks. I am always surprised by how much they are invested in the success of Oya Abeo. Then there are the times when have they physically showed up to support me during trade shows. My parents have been angels, bailing me out once when I was overwhelmed with a net 60 invoice for a retailer. I could not do what I do without them. Their kindness keeps me going.

Website: oyaabeo.com

Instagram: https://www.instagram.com/oyaabeo/

Linkedin: https://www.linkedin.com/feed/