Tolu Raji is the Founder and Chief Executive Officer of Fancy Tokens. Tolu has a grand vision for the future of DIY furnishing in Nigeria and Africa. She is dedicated to making a positive social impact by building a platform that supports the livelihoods and businesses of artisans from underserved communities.


What inspired you to set up Fancy Tokens?

My passion for entrepreneurship began at 12 when on holidays I would help manage stock and sales at my mum’s clothing store. At 17, I started reselling jewelry at my university campus, initially using printed flyers, this was when I discovered the power of digital platforms. By showcasing my products on Facebook and local e-commerce sites, I reached a wider audience and sold more of the items. In 2020, as the world was making adjustments to adapt to the COVID-19 pandemic, I found myself transitioning to remote work. This shift required creating a comfortable and functional home office and home space in general, but coming by the essentials was quite difficult and expensive, then I discovered affordable options by sourcing internationally, which sparked an idea — if I faced these challenges, surely others did too, and that birthed the idea of a business that meets those needs. Initially the business model relied solely on importing goods, but as Covid brought along inflation, this began impacting the Nigerian foreign exchange, and in order to remain viable we had to pivot. Exploring alternatives took me to various markets across Lagos, where I discovered the beauty of local craftsmanship and the remarkable quality of products produced by artisans in my community. I realised that some of these artisans (furniture makers, potters, cane weavers amongst others) were limited by their physical locations and lack of digital knowledge and skills, which constrained their market reach. Inspired by how the power of digital marketing and ecommerce had driven my business growth in such a short time, which had connected thousands of people to the business, I envisioned creating a similar opportunity for these talented artisans, the vision became to create an IKEA-like marketplace. This is what has inspired Fancy Tokens style of operations today – an e-commerce platform that connects buyers with highquality African home and lifestyle pieces.

Where do you hope the business will be in 12 months’ time?

In the next 12 months, I envision Fancy Tokens expanding its network of skilled artisans and strengthening its digital presence. By onboarding more local craftsmen we can help them reach a broader audience beyond their physical locations. Through improved e-commerce strategies and social media engagement, we aim to make their unique, high-quality products more accessible to customers seeking authentic, locally made home essentials. Additionally, continually improving parts of the business to meet growing demand will ensure a smoother fulfillment process, enhancing the overall shopping experience. So we hope to have done more of that within the next year. We have some international customers, especially within the continent, but increasing that international patronage, bringing African craftsmanship to a wider audience, through our digital marketing and potential cross-border partnerships, we can introduce our products to new customer segments. At its core, the business will continue to champion sustainability and community-driven impact, creating economic opportunities for artisans while providing customers with thoughtfully curated, beautifully crafted pieces. The goal is for Fancy Tokens to become a recognised platform for high-quality, socially conscious home and lifestyle products.

On a personal level and away from the potential of Fancy Tokens, what do you do to contribute to the wellbeing of the planet?

I have a green thumb, I love planting and growing plants, and you will see that reflects in the business as well. I am deeply passionate about sustainability and have a personal commitment to green living. Gardening is a big part of my life — I love planting and growing my own greens, which not only connects me to nature but also reduces my environmental footprint. This passion for sustainability extends into my daily habits, from minimising waste to making conscious choices about the products I use. It also influences my business decisions, as I strive to incorporate eco-friendly practices and support artisans who prioritise sustainable craftsmanship.


How would you describe the digital commerce landscape in Nigeria?

While Nigeria’s digital entrepreneurship landscape is evolving, I would say it is still in its infancy. The COVID-19 pandemic ramped up social media adoption in Nigeria, which in turn boosted e-commerce activity and lowered barriers to entry for aspiring entrepreneurs. Platforms like Instagram, WhatsApp, and Facebook have become key marketplaces, allowing sellers to connect directly with buyers without the need for traditional brick-and-mortar stores. This has all contributed to the growing importance of digital commerce as a pillar of Nigeria’s entrepreneurial ecosystem. However, despite the growth, the sector faces unique challenges, particularly in the areas of trust and consumer protection. A significant trust deficit exists, buyers are skeptical of product quality due to tales of bad experiences, a common one is receiving items that differ from what was advertised. If you are an avid internet user I am sure you would be familiar with the phrase “what I ordered vs. what I got.” Also, the absence of strong regulations leaves the e-commerce space quite vulnerable, both for the buyer and the seller. There’s still a lot to be done in the area of innovating trust-building measures that are tailor made for our unique market, improved customer protection, and stronger regulations to ensure that Nigeria’s digital commerce landscape continues to grow and reaches its full potential.

What has been some of your best moments in your profession?

Achievements you’ll always be proud of. Some of my proudest achievements have been the incredible support this venture has garnered — seeing the joy our customers experience when they receive products is truly rewarding. Being recognised for the hard work that has gone into building this, especially by media outlets like yourself, has been a validating experience. I’ve also gotten the opportunity to be part of some very cool experiences, such as business fellowships, I recently took part in the Future Leading Ladies programme by GAIA, where I’ve been able to learn from and be mentored by some of Nigeria’s leading female entrepreneurs. Their guidance and validation of the impact we’re creating have been both inspiring and affirming.