When Addie Ajayi founded D’IYANU (a blend of French and Yoruba languages meaning “of or from something wonderful” ), she wasn’t just starting a fashion label—she was betting on herself. With no background in fashion, no outside investment, and only six designs in her apartment, Addie turned a bold idea into a million-dollar brand in just two years. Today, D’IYANU is known for its vibrant West African–inspired prints that blend cultural heritage with modern ready-to-wear.
Her journey is a master class in bootstrapping, digital marketing, and leading with purpose and authenticity. Learn how she built her brand while staying true to her roots.
Taking a leap of faith as a founder
In 2014, Addie launched D’IYANU while still working a full-time corporate job. Just a few months in, she walked away from her steady paycheck to focus entirely on the business, even though revenue wasn’t yet enough to support her.
“I figured to myself, it’s sink or swim. It’s either you make it work or you go back to 9-to-5,” Addie says.“I think that pressure forced me to find a solution that would make my business succeed.”
Within months, she discovered Facebook ads and started seeing immediate returns. For founders, the lesson is clear: sometimes the only way to accelerate growth is to remove the safety net. If you believe in your idea, commit fully—even if it feels uncomfortable.
Building from scratch without outside funding
Starting D’IYANU with no external investors meant that everything from sourcing fabric to building her first Shopify site came out of Addie’s own pocket. “It was just a lot of solo work,” she says. “I had to handle all of it— marketing, finances, production, customer service, the website.”
This self-funded model shaped D’iyanu’s values: grow intentionally, reinvest profits back into the business, and stay resourceful. Addie taught herself ecommerce basics, sourced local manufacturers, scaled only when it made financial sense, and eventually upgraded to Shopify for a more professional look.
For entrepreneurs in any field, bootstrapping can feel limiting, but it also builds resilience, creativity, and scrappiness—qualities that will help you build a sustainable business.
Digital marketing as a turning point
The pivotal moment for D’IYANU came when Addie discovered Facebook advertising. After taking a course, she applied what she learned—and the results were immediate.
“When I implemented it, I saw almost immediately the results of driving more traffic, driving more sales,” Addie says. “Almost overnight it became a success.”
By late 2014, monthly sales climbed from $10,000 to $15,000. By March 2015 she had moved into her first office and made her first full-time hire.
Her early bet on social media marketing built a growth engine that still powers the brand. Today, Meta ads still account for 70% of D’IYANU’s ad spend, with Google and Pinterest rounding out the mix. It’s a case study in how mastering one high-leverage skill can transform your business trajectory.
Prioritizing authenticity while scaling
As D’IANYU grows, Addie still prioritizes staying true to the brand’s cultural roots. Her long-term vision is to be the “Zara of African-inspired fashion,” but without losing what makes D’IYANU unique. “We don’t want to just turn over the brand and make it too watered down or mainstream,” she says.
That authenticity shows up in choices like designing prints in-house, adjusting fabrics for comfort without losing the bold aesthetic, and even surveying customers before launching new collections. For example, while some early holiday styles flopped because the prints didn’t resonate, a recent tribal-print maxi dress sold 500 units in a single week—a clear sign that staying authentic is good business. Plans to expand manufacturing to Ghana and Nigeria further reinforce D’IYANU’s connection to its roots.
Addie’s story is one of bold decisions and unwavering belief. She quit her job without a safety net. She taught herself ecommerce and digital marketing. She stayed scrappy, bootstrapped and built a multimillion-dollar brand on authenticity. For founders on the edge of a big decision, her advice is simple: Trust yourself and start now.
For more insight into Addie’s journey and her tips on building with intention, listen to the full interview on Shopify Masters.
