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Take us through your entrepreneurial journey.
I began my entrepreneurial journey during my university years. At nineteen, in my second year of university, I started selling clothes. After graduating, I continued by selling fabrics from home, using the back seat of my car as a makeshift store. With my family’s support, I travelled to Milan, Dubai, and Paris to source some of the fabrics I sold. At 23, I officially registered my first fashion business and enrolled in a fashion school two years later. With the profits from selling fabrics, I purchased a small factory and collaborated with fashion designers from Cotonou. Two years later, I relocated to Wuse 2, Abuja, where I established my flagship store. In 2017, Anne Jacob Atelier celebrated its official opening with the successful launch of a new collection. By 2019, I was considering opening a restaurant, a long-held aspiration. After discussing it with friends and family, a friend suggested the name TAJ, representing Tolu Anne Jacob, which resonated with me. TAJ Bistro came to life in 2020, achieving phenomenal success and drawing unprecedented traffic for an Abuja restaurant. Two years later, despite initial reservations about the fast pace of Lagos, I ventured into opening another restaurant there.
Although construction delays led to the restaurant being sealed and staff quarters demolished, we eventually opened in Lagos in 2023, and it has since thrived. While sourcing everything needed for my restaurants, I identified a gap in the Nigerian market, consistent grocery availability. To address this, I founded TAJ Metro Mart, which opened in 2023. Though I initially faced operational challenges, I have since stabilised the business, catering to both B2C and B2B clients.
What prepared you for this path?
In my view, nothing can truly prepare you for the unexpected. What has made a significant difference for me is maintaining optimism, a positive outlook, and resilience in the face of challenges. I have been perpetually on the go because the hospitality and fashion industries demand a dynamic and agile approach. Staying open-minded and putting God first has also been pivotal to my success.
With your expertise spanning fashion, hospitality, and retail industries, how are you able to hone your skills?
I travel extensively and make a point of visiting restaurants and immersing myself in fashion cultures while on vacation. Experiencing different dining establishments and fashion scenes worldwide provides a wealth of inspiration and expands my perspective. Embracing travel, exploring new experiences, keeping an open mind, and staying focused have all been integral to refining my skills.
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You organically grew your business to the point they are today, what kept you going?
I am focused on building a legacy. The support and encouragement I receive from those who look up to me and view me as an inspiration has been a powerful driving force. My family is also a significant source of inspiration. On challenging days, my immediate younger sister, Kemi, always finds a way to lift my spirits. Having such a strong support system and the belief of others in my potential has kept me going and helped me believe that the world is my oyster.
Running various establishments, especially with the state of the present economy, how challenging has it been and how are you able to overcome it?
Managing various establishments in today’s economic climate has indeed been challenging. When I launched Anne Jacobs Atelier a decade ago, operational costs were significantly lower than they are now. The increase in costs has impacted our pricing and profit margins. Despite these challenges, I have focused on ensuring sustainability by meticulously managing expenses and controlling production costs. I prioritise reducing waste and optimising expenditure to ensure profitability. Additionally, even as costs rise, I remain committed to fairly compensating my employees, recognising their essential role at TAJ.
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You wear many hats; how do you combine your different sides and still be at your best?
Balancing multiple roles effectively comes down to embracing my natural calm and patience. I have learned to stay composed under pressure and maintain a clear focus, which helps me manage diverse responsibilities efficiently. By staying organised and focused, I ensure that every aspect of my life, both business and personal, receives the attention it needs. This approach not only keeps me on track but also enables me to give my best to my businesses.
What key lessons have you garnered and what advice would you give to a younger woman seeking to navigate her path?
After completing a Bachelor of Science degree, I faced a choice: to pursue further education or attend a fashion school. I decided to follow my passion and enrolled in fashion school, recognising that my heart was set on pursuing a career in the fashion field rather than a traditional job or academia. Although my parents, who highly valued higher education, were initially reluctant, I remained steadfast in my choice. My advice to young women navigating their path is to follow their hearts. If you have a vision or a passion, do not hesitate to pursue it. Life is too short to spend time on something that does not ignite your enthusiasm. Take that leap- whether it is in hospitality, business, or any other field that excites you. Put your trust in God, uphold integrity in all your dealings, and ensure that your word is your bond. Building trust is essential in business; without it, success becomes much more challenging. Lastly, stay focused and disciplined, as these qualities are crucial for achieving your goals.
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How can more women rise to the top like you have done? What tips do you have for them?
To rise to the top, remain deeply focused on your dreams and vision. Align your actions with your goals and cultivate discipline as a core habit, understanding that success is not achieved overnight but through consistent effort and dedication. Embrace a disciplined approach both to your work and to your personal growth, as well as remain purposeful in pursuing your aspirations. This combination of focus and discipline will pave the way to achieving your dreams.
What is your life mantra?
My life mantra is “Let your word be your bond” and “Impossible is Nothing.” Trust is fundamental in business; when people believe in you, they feel confident supporting you. Always pursue your goals with determination and a resolute mindset. Remember, excuses can lead to missed opportunities and failure, so focus on what you can achieve and make it happen.
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