Continuous learning has been crucial to my success – Tolu Adigun

Toluwalope Anne Jacob Adigun is a serial entrepreneur, a visionary and dynamic businesswoman with nearly a decade of experience in Nigeria’s fashion, hospitality, and retail sectors. Toluwalope graduated with a BSc in Business Economics from Baze University in Abuja and in 2015, to further hone her craft, earned a Certificate in Fashion from the Instituto di Moda Burgo in Italy, equipping her with the skills and knowledge to excel in the global fashion industry. She is the founder, CEO, and executive chef of TAJ Restaurant & Bar, where she trains all her chefs and curates the recipes and entire menu for all TAJ restaurants. In this exclusive interview with BusinessDay’s Stephen Onyekwelu, she tells the stories behind the scenes of her phenomenal entrepreneurial journey and the success of her various businesses. Excepts…

What inspired you to create a unique blend of African and international fashion trends at Anne Jacob, and how has this vision evolved since its inception?

My inspiration for blending African and international fashion at Anne Jacob originated from my formative experiences in Milan, where I immersed myself in Italian fashion. This training exposed me to sophisticated techniques and design philosophies that I wanted to integrate with Africa’s rich, vibrant aesthetics. By merging these influences, I aimed to create a distinctive fashion statement that celebrates my cultural heritage.

Since its inception, this vision has evolved through continuous exploration and adaptation. Travelling extensively and engaging with diverse fashion landscapes have enabled me to refine and expand my approach, ensuring our designs remain innovative and relevant.

How did you transition from the fashion industry to the hospitality and retail sectors? How did the transition influence the way you approach business management and innovation at TAJ Restaurant|Bar, TAJ Bistro, and TAJ Metro Mart?

Making a transition from the fashion industry to the hospitality and retail sectors was driven by my desire to explore new interests and opportunities. This shift required me to leverage the skills and experiences I gained in fashion- such as a keen eye for detail, a commitment to excellence, and a flair for creativity- and apply them to these different industries.

In managing TAJ Restaurant|Bar, TAJ Bistro, and TAJ Metro Mart, I have found that my background in fashion has been invaluable. The attention to aesthetics and customer experience that I honed in fashion seamlessly translated into creating inviting and memorable environments in hospitality and retail.

I approach business management by blending creativity with strategic planning, continually seeking to improve the quality of our services and offerings to ensure customer satisfaction.

Reflecting on your entrepreneurial journey, can you share a pivotal moment or turning point that significantly shaped the direction and success of your businesses?

A pivotal moment in my entrepreneurial journey was the decision to launch TAJ Bistro. This venture marked a significant turning point, as it not only fulfilled a long-held passion but also proved my ability to navigate new challenges and adapt to the hospitality industry. The success of TAJ Bistro reinforced my belief in pursuing ambitious goals and embracing new opportunities.

This experience reshaped my approach to business, instilling deeper confidence in my strategic decisions and laying the groundwork for the subsequent growth and success of other TAJ businesses.

What key strategies did you use to grow the Anne Jacob brand and your other ventures from the ground up?

To grow the Anne Jacob brand and my other ventures from the ground up, I emphasised several key strategies. First and foremost, I have always placed immense importance on maintaining quality and authenticity. I believe that if you prioritise quality, customers will always return. By consistently delivering high-quality products and services that reflect my unique vision, I was able to build a strong and loyal customer base.

Investing in innovation is another crucial strategy which I imbibed. I continuously sought out new ideas and improvements which has allowed me to differentiate my brands and remain relevant. Staying focused while being adaptable has allowed me to navigate changing market trends and customer needs effectively.

I also emphasised organic growth rather than relying solely on paid marketing. In my experience, creating genuine connections with customers through exceptional experiences fosters long-term relationships and sustained interest which helps maintain a positive reputation and encourage repeat business.

Finally, building a strong team has been essential to achieving my goals. Surrounding myself with talented and dedicated individuals has provided the support needed to execute my brand’s vision effectively.

How do you maintain a balance between creativity and strategic planning across your multiple businesses?

Balancing creativity and strategic planning across my multiple businesses is indeed challenging, but manageable. My background as a fashion designer has significantly influenced my approach, even extending to the design of my other ventures. For instance, I opted not to hire an interior designer for my restaurants, instead applying my creative vision to these spaces.

To me, designing a dress and creating a new recipe are similar processes. Both aim to make the customer feel good, whether through a garment or a meal. This shared objective helps me align my creative instincts with strategic goals, ensuring a cohesive experience across all my businesses.

Discipline, focus, and firm planning are essential. At the beginning of each year, I develop a detailed plan for every business. Without a plan, you are planning to fail. A structured plan helps guide business operations and maintain a balance between creativity and strategic execution.

What role has continued learning played in your success, and how do you keep your ventures competitive?

Continuous learning has been crucial to my success, allowing me to create contemporary and versatile designs in fashion. Staying abreast of trends, conducting thorough research, and exploring new ideas have all been vital in keeping my work innovative. This approach extends to my other ventures as well, where ongoing exploration and an open mind contribute to adding continual value for my clients.

I view myself as my own competition. By constantly improving and broadening my perspective through travel and exploration of new recipes and designs, I stay ahead.

How has being the first daughter in a large family shaped your approach to leadership and business?

Being the first daughter in a large family of seven has profoundly shaped my approach to leadership and business. This role has instilled in me a strong sense of responsibility and accountability, as I have always served as a role model for my younger siblings. This experience has developed my ability to lead with empathy, decisiveness, and resilience, understanding that my actions set an example for others.

These qualities translate directly into my business approach. I lead with a commitment to setting high standards and being a dependable guide for my team. The sense of duty and perseverance I cultivated as the eldest sibling drives me to tackle business challenges head-on and promote a supportive and motivating environment for those I lead.

In what ways do you incorporate your nurturing nature into your professional life and company culture?

My nurturing nature is central to shaping my professional life and company culture. I strive to create an inclusive environment where every team member feels valued and supported. By prioritising open communication and fostering a sense of community, I ensure that everyone has the opportunity to contribute and thrive.

This approach extends to my commitment to the growth and development of others. I actively invest in my team’s professional development through mentoring, training, and providing constructive feedback. By nurturing talent and recognising individual strengths, I help my team reach their full potential and contribute more effectively to our collective goals.

How do you balance managing multiple high-profile businesses with maintaining a strong support system and work-life balance?

Balancing the management of multiple high-profile businesses while maintaining a strong support system and a healthy work-life balance is challenging but it is something that I have learned to navigate through experience and dedication. There is no specific manual for achieving this, but I tackle it with a strong emphasis on prioritisation and organisation.

After ensuring that each business is running smoothly and efficiently, I make an effort to take regular holidays, typically for two to three weeks. During these breaks, I explore restaurants and fashion centres around the world. These experiences not only provide me with a much-needed recharge but also inspire new ideas and opportunities for my businesses.

This balance allows me to remain refreshed and innovative, which is crucial for leading diverse ventures. The support of my team is invaluable, as they help manage the daily operations and maintain the stability of the businesses in my absence. By combining effective management practices with strategic downtime, I ensure that I can continue to lead effectively while also enjoying a fulfilling personal life.

What are some of the biggest challenges you’ve faced as an entrepreneur, and how did you tackle them?

One of the biggest challenges I faced as an entrepreneur was during the setup of the TAJ Restaurant in Lagos. Just a few months before our planned launch, the site was unexpectedly sealed for over a month, and the staff quarters I had invested in were demolished. This resulted in significant financial losses, wasted time, and a considerable delay in our launch timeline. Consequently, we were unable to open in December 2022 as originally planned and instead had to delay the opening to February 2023.

Additionally, navigating the economic landscape of the country has posed its own set of challenges. Rising costs and economic instability have necessitated a careful reassessment of our expenditures. To address this, I implemented measures to cut down on expenses and reduce waste, ensuring that we could continue operating effectively despite the economic pressures.
These experiences have taught me resilience and adaptability, reinforcing the importance of strategic planning and resource management in overcoming obstacles.

How do you stay resilient and motivated during tough times or setbacks?

Staying resilient and motivated during tough times requires a blend of personal determination and external support. I maintain resilience by focusing on my long-term goals and the vision I have for my ventures. I view challenges as a part of the journey and I remind myself that overcoming them is essential for my growth and success. My motivation is also fueled by a deep sense of purpose and the impact I aim to make.

Additionally, I draw strength from my support system—my family and close friends who provide encouragement and perspective during tough times. Their support helps me stay grounded and motivated, reinforcing my commitment to pushing through setbacks. By embracing these strategies, I keep moving forward and remain focused on achieving my objectives, no matter the obstacles.