In our newest column, Branding Diaries, we talk to inspiring brand owners who let us in on their personal journeys and the stories behind their brands. They're sharing their intimate stories, revealing the inspirations, challenges, and secrets behind their brand's success.
This week, we spoke with Precious Adesina, the founder of Anike Label, a brand that beautifully blends Nigerian heritage with modern fashion. What began as a burst of creativity during the COVID-19 pandemic has evolved into a unique fashion label known for its custom-made prints and innovative designs. Precious shares her journey from a virtual stylist to a fashion entrepreneur, revealing the inspiration behind her brand and how she balances the challenges of running a business with her passion for design.
What inspired you to create your brand?
The inspiration for Anike Label came from a burst of creativity that I felt I was suppressing. Before COVID, I worked as a freelance stylist and ran a virtual styling page. Despite the uncertainty of that time, my love for fashion never wavered. I spent a lot of time on my iPad, experimenting with designs and prints, and creating outfits. It was during this period that I realised my love for fashion didn’t have to stop at styling—I was capable of doing much more with my skills.
How has it evolved since its inception?
As I’ve grown as a designer and an individual, the brand has evolved too. I’ve started exploring more complex and technical pieces that push boundaries and allow our collections to transcend seasons. Over the next few months, people will see a transition in our products as we introduce more intricate designs that still uphold our core values of inclusivity, confidence, and comfort.
What role does storytelling play in your branding, and how do you use it to connect with your audience?
Storytelling serves as a tool to connect with our audience on a deeper level. We approach storytelling with intentionality and transparency, ensuring that every narrative reflects the core values and mission of Anike Label. By sharing my journey, challenges, and successes, I invite our community to engage not just as consumers, but as partners in our story. I try to open dialogues, giving people the opportunity to provide feedback, ask questions, and learn more about who we are as a brand. This two-way communication helps build trust and fosters a sense of community, allowing people to feel connected to the brand beyond just the products we offer.
What’s the best piece of advice you can give to someone who wants to build their own brand from scratch?
Always remember your why. This should be at the heart of everything you do. It’s important to address a pain point for your customers, but never lose sight of the core reason you started your brand. This purpose will guide you through challenges and keep your vision clear.
By staying true to your unique vision and values, you’ll build a brand that stands out and remains meaningful to both you and your customers.
Make your own rules that align with your business and avoid letting inspiration turn into imitation; stay true to your brand's voice and tone, and communicate this clearly to your audience. Authenticity resonates with people and helps build a loyal customer base.
What’s the most valuable lesson you’ve learned from your entrepreneurial journey?
Pivot or persevere. I could list 101 valuable lessons, but knowing this model could do wonders for entrepreneurs. Striking the right balance between these two—knowing when to change course and when to push through—can be the difference between failure and success. I learnt this firsthand, and reading The Lean Startup by Eric Ries really reinforced these ideas. When I’m unsure of how to proceed, I ask myself if I should pivot or persevere, and that has done wonders for me!
Has your online presence influenced the trajectory of your brand? How?
I've always been quite reserved online, particularly when it came to my brand—which, of course, makes no sense! However, once I started running my brand, I soon realised that being a fashion founder involves many roles beyond just creating. The founders who inspire me are very active online, openly sharing both the positive and negative experiences of running a business. This transparency and authenticity drew me to them and made me feel connected to their journeys. And because of this, I recently started making videos and vlogs about my business. Sharing my experiences has been surprisingly fun and rewarding. It has pushed me to step out of my comfort zone and be more present.
It’s incredibly fulfilling to see people relate to my experiences, enjoy watching my business grow, and feel involved in the process. This connection not only strengthens my brand but also creates a supportive community that shares in my successes and learns from my challenges.
How do you stay organised?
I’m always creating to-do lists and checking things off—there’s nothing more satisfying! I rely on apps like Calendar, Notion, and GoodNotes to keep everything in order. Planning ahead is crucial; I make sure I know which days are dedicated to work so I can fully immerse myself in business tasks. Even on my "days off," there are no true breaks—I’m still answering customer enquiries, checking on sample developments, designing new products, or creating prints.
How do you maintain a work-life balance while managing your brand?
Balancing all of this is challenging, and I’ve learnt to give myself grace. Initially, I felt guilty for taking breaks or not having as much to do at times, but I’ve realised that these small seasons of rest are essential. They allow me to reset, recharge, and come back with renewed inspiration. It’s a tough balance to strike, but it’s all about finding what works for you and recognising that taking time for yourself is just as important as working hard.
What does your morning routine look like, and how does it set the tone for your day?
I start my day with a morning devotional, where I take time to give thanks to God for the gift of another day. This reminds me to approach the day with a thankful heart. After my devotional, I set out my intentions for the day. I reflect on what I want to achieve and how I can approach each task with purpose and clarity. By doing this, I feel ready and prepared for the day ahead, with a clear sense of direction.
Where do you find inspiration for your work?
My inspiration comes from a multitude of sources, each adding a unique layer to the creative process. I draw inspiration from my Nigerian heritage, which offers a rich blend of colours, patterns, and cultural elements that I love to modernise. Everyday experiences also shape my designs—whether it’s a song, a mood, or a thought about a product I wish existed.
At the heart of my creations is the belief that an outfit should speak volumes without the wearer having to say a word. I strive to design pieces that tell a story, evoke emotion, and allow the person wearing them to make a statement effortlessly.
What’s a hobby or interest you have that people might not know about?
Last year, I started Muay Thai and kickboxing. Only my close friends and family know about it. I took up Muay Thai to break out of my usual workout routine and try something new, and I’ve enjoyed it so much that I now find myself there more than at the gym.
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