Building a Legacy: A Conversation with D’IYANU Founder Addie Ajayi
One of the most inspiring parts of building Baby Yams has been connecting with other women founders—women who, like me, are turning their ideas into something real, something lasting. There’s something so powerful about learning from each other, sharing wisdom, and lifting each other up as we navigate this journey of entrepreneurship. That’s why I was so excited to chat with Addie Ajayi, the brilliant mind behind D’IYANU, a brand that has redefined African-inspired fashion. We talked about her path to entrepreneurship, the challenges she’s faced, and the lessons she’s learned along the way.
Tatyana: My husband and I love your clothes! Can you share the story of what inspired you to create D'IYANU, and what were the pivotal moments or decisions that set you on the path to entrepreneurship?
Addie: Back in 2013, I was stuck in a 9-to-5 job as a buyer for a lab supply company, and to be honest, I was miserable. Climbing the corporate ladder never appealed to me—I wanted something of my own, something that could become a legacy for myself and my family. So, I started searching for an opportunity.
At the time, I was reading books like Rich Dad, Poor Dad and Think and Grow Rich, and they completely shifted my mindset. They made me realize that I didn’t have to settle for my current reality—I could create something bigger.
Then, a conversation with a friend sparked an idea. She mentioned how African fabrics and designs were becoming more popular, and she was thinking about selling fabric. That got me thinking. As a Nigerian American, I saw a gap in the market—there wasn’t a ready-to-wear African-inspired clothing brand where people could easily find stylish, high-quality pieces in their size and get them delivered in just a few days. No one was doing it at the scale I envisioned.
That vision lit a fire in me. I didn’t waste any time—I created a business plan and got to work on bringing D’IYANU to life. And that’s how I launched D’IYANU in Jan 2014.
Tatyana: Can you describe your creative process from initial inspiration to final product? What steps do you take to bring your vision to market?
Addie: Inspiration comes from everywhere—things I see and love, whether online or in real life. I’m always thinking about what our customers would love, but also what I’d actually wear myself (which is basically everything we make—lol).
When designing each collection, we’ve had to get really strategic. It starts with researching trends, color palettes for upcoming seasons, and understanding what our customers are looking for. Once we have a direction, our design team meets to finalize the silhouettes, prints, and colors for the collection.
From there, we create a tech pack and send it to the factory. The factory then sends back the first fit samples, which we try on and review. We give our feedback and send them back with comments. It usually takes at least 2-3 rounds of fit samples before a garment gets the final approval.
Tatyana: Reflecting on your journey so far, what were some of the biggest challenges you faced when building your brand, and how did you overcome them? What are some challenges you face today?
Addie: One of the biggest challenges has been finding the right people and managing them. I’ve also had to put in the work to become a better leader. When I first started my brand, I assumed being the founder automatically made me a good leader—but I quickly realized that wasn’t the case. I had to learn to listen, consider my team’s perspectives, and make decisions that weren’t just about what I wanted, but what was best for everyone.
Another challenge has been expanding our customer base to keep growing the brand. It’s one thing to create great products, but reaching new people and keeping them engaged is a whole other challenge that we’re constantly working on.
Tatyana: Could you share 3 key pieces of advice for aspiring or new founders like me?
Addie: First, make sure your product fills a real need in the market. When your product solves a problem or meets a demand, marketing becomes so much easier—people are already looking for the solution you’re providing.
Second, hire the right people and pay them well. This was a hard lesson for me. In the beginning, I was so focused on profit that I didn’t realize how much hiring the wrong people would actually cost me—in stress, extra work, and slower business growth. Investing in the right team makes all the difference.
And third, have a clear vision and hold onto it during tough times. Running a business is like life—it comes with highs and lows. There will be moments when things get difficult, and you’re unsure of the next step. That’s when your vision becomes your anchor. Keep reminding yourself why you started, and push through the challenges.
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I'm so inspired by Addie Ajayi and the D'IYANU brand. To learn more, visit diyanu.com and be sure to check out my D'IYANU Favorites!
