In 2005 I moved to DC to go to grad school for African studies at Howard University. In the two years of course work, one of the things that I remember vividly are all of my professors, i repeat all of my professors who happened to each be from a country in Africa saying that all of Africa was waiting for Nigeria to step up to the call/challenge of being the African super power to help lead the continent out of colonialism and debt and into real political freedom, progress, and economic security. It makes sense, Nigeria is the most populated country on the continent, its people are amongst the most educated in the world, and the country itself has tons of natural resources including oil, petroleum, natural gas, zinc, limestone, etc…
Fast forward to 2016, Nigeria’s economy is suffering immensely, and according to Dan Steinbock from Valuewalk.com, “without aggressive economic moves and harsh security measures, the economy could face a disastrous free fall.” One of my best friends, who happens to be Nigerian has shared stories with me of brick and mortar businesses being bulldozed by the government without warning to the business owners because of unpaid rent. In some cases, the rent had been paid, but the landlords of the properties never gave the Nigerian government their cut, so innocent business owners are now taking the hit literally! International investors are fleeing, the naira is about 315 to a US dollar, and people’s human security needs i.e. food, water, shelter are not being met.
Im sure that folks who are reading this are going, “Okay Michanna, what does this have to do with the beauty industry or makeup?” My answer? Its bigger than makeup!! Over the last year and a half, I have had the wonderful opportunity and privilege to work side by side a well respected Nigerian American make up artist and provide artistry services for some Nigerian weddings that make the wedding scenes in my favorite movie Coming to America seem like a little shot gun wedding with a $100 budget! From the decor, to the locations and venues, designer dresses, suits, and shoes, etc… the money spent on these occasions is just mind blowing. According to bloomberg.com, $17 million US dollars have been spent on parties in Lagos, Nigeria over a five month period this year so far, and at least one fifth of them were weddings. Forget about the parties, I have heard of brides paying some Nigerian makeup artists $1,000-$1,500 just for doing their makeup alone! Now before all of you start packing your kits and purchasing tickets to Nigeria, please note that the market over their is already over saturated, attorney’s and doctors have quit their full time jobs to open makeup studios, and it has become a survival of the fittest environment.
While I have observed all of this with my own two eyes, I also have observed something else. Every Nigerian bride and groom that I have met doing the makeup for these weddings are educated with great careers. They are doctors, lawyers, engineers, bankers and economists, and have attended great schools either in the US or Europe.
Back to Nigeria being a super power. When I put all of these things together a very glaring question always comes to mind. What if Nigerians who were preparing to spend thousands or hundreds of thousands of dollars on their wedding figured out how to somehow funnel the money back into their own economy with checks and balances for how the money is managed? With all of the education, and money, and number of Nigerians having these opulent weddings, surely it could make a difference! Lets look at this thing in more detail.
When I am doing makeup for some of these wedding I notice that the whole wedding party has designer shoes, I mean there are “red bottoms” everywhere! Lets say that on average, the bridal party is 16 people and at least 12 of the women in the bridal party have designer shoes. If each pair of shoes equals roughly $500(i googled average cost of designer shoes in 2016) and you multiply that by 12, that equals $6,000 and 1,890,000 naira! If you add another $6,000 from the groomsmen which is another 1,890,000 naira, that is a nice sized chunk of money, and all that we have calculated were shoes! Based on the stats of money spent on shoes alone, I think that my point has been made for how much money is spent on Nigerian weddings.
Now no diss to Christian Louboutin, Jimmy Choo, Chanel, or any of the other European designers, but the last time I heard any of those companies discuss police brutality(Nigerians who live in the US no matter how educated can be pulled over because of the color of their skin too), inequalities in education for people of color, brain drain on the continent of Africa, or the failing Nigerian economy was … let me see… um never!! Way back in 2005 when my professors said that Nigeria had the potential to be a super power in Africa, they got it wrong. Nigeria has the potential to be a super power for the whole entire African diaspora! Right now people of African descent are having to rethink many things, one of those being whether or not we want to continue to live in a country where we risk being gunned down for trivial things like driving, selling loose cigarettes, and walking down the street no matter whether we are educated and can afford expensive weddings or not. In the large scheme of things, if Nigerians started to really plan and focus on channeling some of the money from these opulent weddings into the Nigerian economy where they could control how the money is managed once it gets there, that could very well be the start of an economic revolution!
Imagine if young couples getting married organized a way to do this by only supporting Nigerian vendors abroad and stateside for everything including dresses, shoes, fabric, photography, cakes, food, planners, rings, venues, airlines, hotels, travel agents, and all entities involved agreed to invest a portion of the money made back into the economy in a controlled way weeding out mismanagement of funds. International investors would come back, jobs would be created, and the young couples could essentially create a new infrastructure dismantling corruption, and the absence of checks and balances. As it is related to those of African descent like me who may be looking for a new place to reside, Nigeria could be the place to be!
Now I know that I am being very opportunistic, but our countries have to be our priority. It saddens me to know that while we spend billions of dollars to celebrate one day, a potential super power of Africa and of the African diaspora suffers greatly. It is time for us to be selfish and support our own!