Dani shared their story and experiences with us recently and you can find our conversation below.
Hi Dani, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What’s the most surprising thing you’ve learned about your customers?
I’ve learned that my customers genuinely love color and variety more than I expected. They’re drawn to pieces that come in multiple shades because it gives them the freedom to choose what fits their mood, style, or occasion. When I released my last item in six different colors, many customers didn’t just pick one, they purchased the same design in multiple shades.
What surprised me most is how much they appreciate having options and how willing they are to invest in repeats of something they love. It showed me that offering variety doesn’t just speak to different preferences, it actually increases loyalty and repeat purchases. It also confirmed that my audience values expression, personalization, and the ability to build a cohesive wardrobe with pieces they trust.
Can you briefly introduce yourself and share what makes you or your brand unique?
I am a Nigerian American fashion designer that started my brand in 2020 during the pandemic. I was basically know as the girl that made cute clothes online. It started as a hobby/passion project then gradually turned into and actually business. I create womenswear pieces for the everyday woman that loves to dress up in a beautiful statement piece. The woman that understands how to switch it up from basic to fun with her clothes.
My journey as a designer has not been the easiest because I am completely self taught. A good amount of my audience my thinks I went to fashion school. But quite the opposite, I was on track to go to medical school and decided I’d rather work towards my own goals and not the goals of parents or other family members for external validation. Always remembering this pushes me to go harder when times get tough running a business with no background in this.
I’m currently on my largest collection to date. It has taken intense planning, long late night phone calls to manufacturers overseas, overthinking and lots of support from my loved ones. I’m taking a huge risk with this collection because it a mini rebrand and I have no idea how my audience will react to its release. But taking risks is what likes is about so I’m ready for whatever the outcome will be.
Amazing, so let’s take a moment to go back in time. Who were you before the world told you who you had to be?
I was the little girl that loved arts and crafts growing up. I felt my brain light up when I had the opportunity to create. I was always super in my outfits as kid growing up in a private school in Lagos where we wore uniforms. Yes, you heard that right, I still made sure my uniform looked the best. I would accessorize with pins from my mother wardrobe and go to school like that. I told my mother to stopped shopping for my at the age of 11, I wanted to develop my own sense of style.
Then as I got older the real world happened and it was time to forget everything you enjoyed and enter a box. I was told to select a category and begin my journey on the hamster wheel life that everyone is so okay with living. Until I decided I had enough.
Was there ever a time you almost gave up?
MANY MANY times. I think that is part of the reason I would take break in the beginning of my business. No one prepares you for the mental effect of failed expectations when it comes to running a business. There have been many time I did not live up to the standards I had set in my head. And as we all know in the short term giving up is easier that going on. But long term giving up is the regret that I refuse to live with. At the end of the day I’d rather keep going because this is what I’m passionate about and believe in.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What are the biggest lies your industry tells itself?
Most industries say “network is how you will make it”. I don’t completely disagree but I think people should emphasize more that you need to work and build up your skills BEFORE you go attempt to network. Nobody wants to network with someone that has nothing to offer. I think it important to work on yourself and whatever you’re passionate about in the fashion industry and learn as much as possible. Networking only works when you are someone worth networking with, otherwise people will not take you as serious as expected. People will find ways to downplay your value if you don’t already come into these spaces with something of value.
Okay, so before we go, let’s tackle one more area. When do you feel most at peace?
I feel the most peace when I am listening to worship music. I grew up Christian and this has been the foundation of my whole life. As I get older I recognize the importance of getting close to God a lot more. Worship music has a way of slowing down my thoughts and help me to be present and understand I am taken care of. As a business owner it really easy to feel isolated and not know what will happen next but worship music makes me keep calm. One of my
favorite songs is Evidence by Refresh Worhsip and Naomi Raine. Such a wonderful song I think everyone should hear.
Contact Info:
- Website: https://www.nadibydani.com
- Instagram: @nadibydani
- Twitter: @nadibydani
- Youtube: Danielle Udoh
