Lagos: A city of hustle, entrepreneurial dreams

“I never imagined I would be a baker, and to be honest, this wasn’t always my plan. If you had told me years ago that I’d be making cakes for a living, I wouldn’t have believed you,” said Yusuff said.

But today, she is the proud CEO of FruitsnBakes, a luxury cake and treats business that has garnered recognition across Lagos and beyond. But her journey into the world of baking was far from typical. She pursued a degree in Animal Health at Ladoke Akintola University of Technology (LAUTECH), a field far removed from cakes and pastries. “My background in Animal Health may seem unrelated, but the discipline and problem-solving skills I honed during my studies have proven invaluable in running my business,” she revealed.

Her path to baking began during her National Youth Service Corps (NYSC) assignment at NAFDAC, where she sold fruit salads, smoothies, and fresh juices to her colleagues. As her business flourished, Yusuff sought to expand and try her hand at baking.

“During my husband’s birthday, I decided to surprise him with a homemade cake. When I saw the joy in his eyes, something clicked. I realised that food, especially cakes, has the power to make people happy. That was when I knew this was something I wanted to pursue.”

What began as a side hustle soon blossomed into a full-time business. She named her brand FruitsnBakes, inspired by her love for fresh fruit and baked goods.

Despite her lack of formal training in baking, Olamide used online resources, including YouTube tutorials, to refine her skills. “At first, passion alone wasn’t enough. To stand out, I knew I needed to learn from the best,” she stated. She invested in professional baking and cake decorating courses, and soon, her business faced the real-world challenges—rising ingredient costs, unreliable power supply, and demanding customers.

One of her most challenging projects was creating a descending wedding cake. “It was a complex task I meticulously planned, used the right tools to reinforce the structure, and stayed patient. My team’s support was also key to making it a success.”

Yusuff’s proudest moment came when she trained students on wedding cake designs, watching them confidently take on such projects themselves. In 2023, she won the Baker’s Choice Award as Baking Entrepreneur of the Year.

“Lagos has shaped me. The fast-paced, competitive environment pushes me to constantly innovate and improve. It forces me to deliver exceptional quality and think outside the box.”

Despite its challenges—unpredictable power, traffic, and rising costs—Lagos presents vast opportunities, thanks to its large, diverse population and high demand for quality baked goods.
For aspiring bakers, she offers this advice: “Start with passion and a willingness to learn. Focus on quality, consistency, and creativity. Build strong customer relationships, invest in training, and be patient. This journey is worth it!”

As for the future of handiwork in Lagos, she remains optimistic. “The growing appreciation for craftsmanship and personalized goods is exciting. Social media makes it easier for creative entrepreneurs to reach a global audience. The future is bright for anyone willing to work hard.” On his part, Azeez, also known as Ranchoz, took a different path. His entry into fashion was personal, stemming from his desire to stand out and create something unique.

“I never liked following trends. I preferred to make my own style.”
Before founding Ranchoz Clothing, Azeez studied Computer Science at Ondo State University of Science and Technology.

“I always knew I wanted to be a businessman and fashion was a natural part of that plan.” His inspiration for fashion stemmed from the joy of creating. “Seeing something I have made being worn and appreciated brings me great happiness. It’s not just about fashion; it’s about creating things people love.”

On the inspiration behind the name “Ranchoz,” he said: “It’s from the Bollywood movie 3 Idiots. The main character, Rancho Chanchad, was someone I could relate to—innovative and free from limitations. That’s how I see myself.”

Azeez’s journey into fashion involved a mix of self-teaching and mentorship from various sources. “The street was my mentor aside I learnt from everyone—whether they were young or old, experienced or not. I kept an open mind.”

Lagos has played a pivotal role in his growth as an artisan. “Lagos is a land of opportunities. If you want to find something for your business, this city has it all. If you seek the right advice, you’ll get it.”

However, Lagos also presents both challenges and opportunities. “The city allows for rapid growth if you’re on the right path. You meet people who inspire you, and sometimes you encounter those who are more advanced in the industry. I learn from them, ask questions, and exchange ideas.”

One of his most challenging moments occurred when a client requested an agbada in just 24 hours. “It was intense. We worked through the night to deliver it by morning, and that’s the level of commitment I bring to my business.”

Like many Lagos entrepreneurs, Azeez’s journey was made more difficult by limited funding. “We have been bootstrapping from day one. From a small space to now working out of a two-bedroom studio. We have done it all on our own. All thanks to Allah.”

Social media, especially Instagram, has been crucial to his business’s growth. “It attracts new clients, while WhatsApp keeps the old ones coming back. TikTok is helping us reach an even larger audience,” he revealed. Timely delivery and exceptional service have also been instrumental in building customer loyalty.

Azeez doesn’t see his competitors as rivals. “Everyone is either inspiring me or motivating me. I talk to other designers, ask questions, and share ideas. That’s how we grow together.”

In five years, Akinola hopes to become one of Africa’s top traditional wedding designers. “I want to specialise in agbada, Aso-Oke, and brocade, and become known for traditional wedding styling.”

For those hoping to enter the fashion industry, his advice is simple: “Stay focused. Distractions are everywhere, especially if you don’t come from wealth. Start small, but always aim to scale up. Keep improving the quality of your designs, and don’t be content with staying in one place. Growth is key.”

When asked about the future of handiwork in Lagos, both Yusuff and Azeez agree on one thing: the opportunities are boundless for those who are willing to work hard.