A new chapter has opened in Nigeria’s event and creative industry with the launch of HIETEX, the country’s first premium balloon brand. The brand seeks to redefine how Nigerians celebrate by offering locally produced, high-quality balloons designed to meet international standards while reflecting the vibrancy of Nigerian culture.

Founded by event designer and entrepreneur Rebecca Alabeni, HIETEX was created in response to a long-standing challenge faced by decorators and event planners who often relied on low-quality imports or expensive foreign brands. “HIETEX was born from experience,” Alabeni said. “As a decorator, I knew the frustration of working with balloons that faded or burst too easily. I wanted to create something that represented us, our energy, our excellence, and our boldness. HIETEX is proof that we can curate quality here at home.”

The brand’s products combine durability, consistent colour, and visual appeal — qualities Alabeni says are most valued by professionals in the celebration industry. Each balloon is made to withstand heat and humidity, offering reliability in Nigeria’s diverse event environments.

At the centre of the brand’s identity is its message, “Blow Bold,” which serves as both a slogan and a call to creativity. “It’s more than a slogan — it’s a call to dreamers, creators, and celebrators everywhere to express themselves without limits,” Alabeni said. HIETEX encourages celebrants across cities such as Lagos, Abuja, Enugu, and Accra to “celebrate in full colour, to make every moment bigger, brighter, and bolder.”

Beyond the product line, HIETEX is positioning itself as part of a wider movement to empower Nigeria’s celebration ecosystem. Through its “HIETEX Creator Circle,” the brand is building a network of decorators, stylists, and small business owners. The initiative aims to create a collaborative platform where local creatives can exchange ideas and raise professional standards. “We want every decorator and every celebrant to feel proud to say, ‘This was made here,’” Alabeni added. “Because HIETEX isn’t just a product — it’s a statement of possibility.”

HIETEX’s launch, which includes a debut collection of premium latex and foil balloons, also highlights a broader trend in Nigeria’s manufacturing and creative economy — the emergence of locally owned brands that combine craftsmanship with global ambition.

The brand’s design philosophy is inspired by Nigeria’s rich cultural identity and its dynamic approach to colour and celebration. Each product embodies what Alabeni describes as the “spirit of joy — expressive, confident, and deeply rooted in community.”

HIETEX’s entry into the market signals growing confidence in homegrown innovation and craftsmanship. As the brand expands its footprint, it hopes to set a new benchmark for Made-for-Nigeria products that can compete globally in both quality and design.

HIETEX is an initiative of the founder of Itura Events & Party Shop and is currently inviting decorators and creative professionals to join its community via its Creator Circle.