Fashion Entrepreneur Brings African-Inspired Fashion Designs to Customers Across the US

For Addie Ajayi, fashion is more than just clothing — it’s a way to celebrate culture and identity. After immigrating to the U.S. from Nigeria, Addie found herself searching for modern, ready-to-wear African-inspired fashion that reflected her heritage. When she couldn’t find it, she decided to create it.

Working from her small studio apartment, Addie launched D’IYANU with just six styles in 2014. Today she ships her bold, vibrant designs to over 40,000 customers worldwide every year. Digital tools have been key to D’IYANU’s success — Google Ads alone account for nearly 30% of the company’s sales, and Google Analytics helps Addie’s team understand which platforms drive the most sales. After seeing success with digital advertising, Addie recently expanded to selling on Amazon to grow D’IYANU’s reach.

Addie says digital tools are key to D’IYANU’s ongoing growth and success. “We believe that over the next five to ten years, we can really scale the business to become a force to be reckoned with in the fashion industry,” Addie says.

But the Department of Justice’s efforts to break up Google’s digital ads system would make it much harder for small businesses like Addie’s to find customers and succeed. Sixty-four percent of small businesses use digital ads, and 80 percent say the ads help them find new customers. Breaking up Google’s digital ad tools would disrupt a system that helps small businesses connect with customers and consumers — making it harder for entrepreneurs like Addie to turn their dreams into realities. 

Learn more about D’IYANU at https://www.diyanu.com/