Today I have designer/artist Cindy Capo-chichi, co-founder of the international sports lifestyle brand DAOMEY on YOMU, ‘In Conversation’ with me and "I’m excited to share her thoughts and insights as a female business owner.

The unique Beninese-French family-run sports and lifestyle brand was founded in 2006 and spearheaded by siblings Cindy Capo-chichi and Sergio Capo-chichi and it’s a creative studio that also collaborates with sports and entertainment companies, delivering futuristic fashion concepts that resonate with global audiences. 

The dynamic duo has crafted a brand that blends streetwear and sports lifestyle to create unique, limited-edition pieces that have caught the attention of prominent brands such as Hennessey x NBA, BET, and more, for exclusive limited runs and collaborations. Initially based in Paris with a showroom in London as well, they're gearing up to break ground in NYC, where Cindy has just moved full-time.

I am so grateful for Cindy’s time given all that’s happening, and am handing over to her……

What inspired you to start a company in the sports and wellness sector and what do you offer?
Sport has always been central in my life. My parents were and still are both very active, and as kids, they made sure that my brother and I played sports. I view it as a way of life, so it makes sense that I am now working in this field.

What influenced your services or product design?
As a basketball fan, my designs are heavily influenced by this sport. Our company gained recognition for unique basketball jersey designs that mix anime culture and basketball. I also design based on what I would like to wear myself and what I haven’t seen in stores.

How does your company uniquely address the sports and wellness needs of its customers?
As sports lifestyle designers, we create designs that allow customers to represent their favorite sports teams while being fashionable. We aim to offer more than simple logo hoodies - we create collections anyone would want to wear, whether they are a fan of a team or not.

On the wellness front, our company values community and self-improvement. We've created a free members club with access to exclusive products and wellness events, from art therapy to finance management workshops.

What major sports and wellness trends have impacted your business strategy?
The merging of fashion and sports has probably had the biggest impact. Many clients, especially sports teams, are catching up with this trend. We've adapted our activities and services accordingly - that's why they need us.

Could you describe a pivotal moment or decision in your company's development? How did it influence your path forward?
COVID-19 was a pivotal moment. It challenged us and forced us to review our strategy and our entire business model to ensure that we would be capable of facing the “new normal.” We used to have physical stores, but when the lockdown took place, we obviously weren’t able to open these stores and sell our products. Even when the lockdown was lifted, in-person customers weren’t as many as before. We transitioned to online sales and private showrooms, and expanded into a creative studio, collaborating with other companies to develop lifestyle collections.

How do you measure success in terms of sports and wellness outcomes for your clients or customers?
For sports, success is seen in increased fan engagement through our designs. For wellness, success is when clients leave our events with valuable health or life tips.

What role does technology play in your business, especially in enhancing sports and wellness?
Technology is key to improving our clients' shopping experience. Right now, we're developing an AR version of our showroom for a lifelike shopping experience, including a virtual basketball court for added engagement.

What are the biggest challenges you face in maintaining the integrity and efficacy of your products/services in a rapidly growing industry?
Our biggest challenge is to maintain quality and authenticity while meeting growing demand.

How do you stay informed and continue to innovate within the sports and wellness field?
I attend events like panels and conferences to stay connected and informed. Joining organizations like Women In Sports and Entertainment (WISE) also helps me share important information within the industry.

What advice would you give to aspiring entrepreneurs looking to enter the sports and wellness industry?
Identify your niche within the industry and be passionate about it. Clearly identify the area that you want to operate in, and see what has already been done. What is left to do? 

Be passionate. In my experience, passion has kept me going despite challenges and hardships.

Do check out https://www.instagram.com/daomeystore/?hl=en and find out more at https://www.daomey.com/en-us