Elizabeth Elohor stands as a towering figure in Africa’s fashion landscape. As founder of Beth Model Management, often described as one of Africa’s largest modeling agencies, she has transformed the continent’s modeling industry. With over 200 models across different African countries, Elohor’s two-decade journey from pageant queen to fashion powerhouse shows her remarkable vision and persistence.
Her agency has launched numerous international careers, including supermodel Mayowa Nicholas. Yet behind this success lies a story of overcoming industry challenges and creating opportunities where none existed before.
From London Student to Nigerian Beauty Queen
Born in London in the 1980s, Elohor moved to Nigeria at age two. Her first taste of fashion came through her mother, a former part-time model who worked at the Nigerian Television Authority. “Her love for fashion made me love [it] more because I was surrounded by magazines constantly,” Elohor shared.
While studying Business and Information Technology at London Metropolitan University, Elohor took an internship with a Nigerian company. Her boss suggested she enter a pageant after seeing her in a magazine. Despite initial hesitation due to shyness, encouragement from her mother pushed her forward. “She motivated me, told me she’s been in the situation before, and it will fade,” Elohor recalls of her mother’s support.
The gamble paid off when she won the 2001/2002 Miss Nigeria UK title. Though Elohor says the pageant win doesn’t define her success, she acknowledges it built her confidence. The experience taught her to speak boldly and communicate effectively – skills that would prove vital for her future business.
Filling a Crucial Gap in Nigeria’s Fashion Industry
After winning her crown, Elohor returned to Nigeria hoping to capitalize on her title. She quickly discovered a major problem – there were no modeling agencies to sign her. This glaring absence in the market sparked the idea for Beth Model Africa.
The early days were challenging. “Just to get a model to sign a contract was a big problem for us,” she explains. “I used to tell them, in Europe, once you sign a contract, people would go to parties. They were going to have to celebrate it. But then in Nigeria, it was different; we had to beg people to sign a contract.”
Beyond convincing models, Elohor faced widespread industry ignorance. Many clients preferred dealing directly with models rather than through an agency. Parents were suspicious of modeling contracts. Some models would sign but quit shortly after. Through persistence, she slowly educated the market about professional modeling standards.
International Partnership Transforms African Modeling
By 2007, Elohor’s hard work began paying off. She secured a partnership with Elite, one of the world’s top modeling agencies. This collaboration brought the prestigious Elite Model Look competition to Nigeria, creating a pipeline for African talent to reach global runways.
The 13-year partnership with Elite marked a turning point for Beth Model Africa. Through the competition, Elohor discovered and launched numerous international careers. The most notable success story is Mayowa Nicholas, spotted by a Beth model booker on her way to a salon.
Nicholas won the 2014 Nigerian Elite Model Look competition and placed as a top finalist worldwide. Her career skyrocketed afterward, with appearances in numerous editions of Vogue, Harper’s Bazaar, and ELLE. She’s walked runways for Versace, Balmain, Balenciaga, and many other luxury brands while also becoming a Victoria’s Secret model.
Building Africa’s Fashion Future Through New Initiatives
After 13 years with Elite Model Look, Elohor launched her own competition: Future Face Global. This initiative extends beyond Nigeria to other African countries, creating more opportunities across the continent. In just four years, she’s collaborated with over 30 modeling agencies.
“Nothing makes her prouder than seeing her clients experiencing success,” notes the article about Elohor. “It’s like a mother. You see the child growing beyond anything.” She expresses delight at the growing representation of African models on international runways, saying, “It is what I’ve always wanted.”
However, Elohor remains committed to building local markets too. She actively supports developing the African fashion industry so models can work in their home regions. This balanced approach ensures sustainable growth rather than simply exporting talent.
Overcoming Early Struggles Through Self-Education
When starting Beth Model Africa, Elohor admits she “had no clue what she was doing.” With no formal training, she relied on her dream of seeing African models on magazine covers worldwide. Her first models were fellow pageant contestants, but she quickly realized the difference between pageant queens and fashion models.
An early photoshoot provided a crucial lesson. She noticed it took nearly six hours to get a good photo of a biracial pageant contestant, while a professional Black model completed her shots in just one hour. This experience taught her that modeling success wasn’t just about beauty but about “fluidity and intentionality knitted in one.”
Rather than giving up, Elohor committed to learning while doing. She began working with Nigerian advertising agencies, slowly building her knowledge and network. Through constant self-education and adaptation, she transformed her initial lack of experience into expertise.
Creating a Continental Legacy in Fashion
Today, Elizabeth Elohor continues expanding her influence across Africa’s fashion landscape. Beyond her 200+ model roster spanning multiple countries, her Future Face Global competition nurtures new talent throughout the continent.
For two decades, she has built relationships with designers and companies across Africa. Her work has elevated not just individual models but the entire African fashion ecosystem. The shy student who once needed convincing to enter a pageant now stands as one of fashion’s most influential power brokers.
Looking ahead, Elohor remains focused on growth. She hopes to further develop Future Face Global and Beth Model Africa in coming years. Her ultimate vision extends beyond business success to empowerment – helping “young people achieve their potentials and pursue their dreams” throughout Africa.
