How One Nigerian Brand Won Over Africa’s Elite

Meet Ejiro Amos Tafiri the designer behind her eponymous label who is selling luxury silk dresses and Kaftans to Africa's rich and famous.

When Ejiro Amos Tafiri launched her brand with only 40,000 Naira ($24), she had no idea that it’d grow to become a seven-figure business with a loyal following made up of High Net Worth Individuals (HNWIs). Fast forward to today, the 14-year-old brand is sold across the African continent and is attracting a new audience in Europe and Russia.

“I’ve been in this business for 14 years. As you go along, you see what works. There’s a lot of trial and error,” said Tafiri, walking me through her Spring/Summer 25 collection at her showroom in Lagos. “We’ve matured into this place where we are really tuned in and understand the customer and our target audience.” 

That audience is Africa’s HNWIs.