In 2020, when the world slowed down and many were left searching for meaning due to the impact of COVID 19, Oguntosin Jolomi, fondly known as TimiJay, discovered hers in vibrant African prints.
What started as a simple fascination with Ankara fabrics soon blossomed into TimiJay’s Endroit, a fashion brand dedicated to redefining the way African prints are seen and worn. Today, her journey is a powerful reminder that passion, grit, and faith can transform even the smallest beginnings into something remarkable.
For as long as she could remember, TimiJay had admired the boldness of African fabrics. She often imagined how even the simplest ‘English’ outfit can repurposed with Ankara.
In 2020, she received a modest bulk salary payment. Rather than spend it on herself, she followed her instincts and went to the market. There, she met some vendors selling Ankara fabrics that caught her eye. With just ₦10,000, she bought ten pieces and unknowingly laid the foundation for what would today become Timijay’s Endroit.
TimiJay didn’t start with a pitch deck or a formal business plan. Instead, she began with a simple but powerful vision: to challenge the perception that Ankara is limiting that it’s only suited for traditional events and not for everyday fashion.
What began as a small fabric-selling venture quickly evolved. By 2023, TimiJay had expanded into ready-to-wear fashion for women, producing custom designs with Kampala prints. Though her resources were limited, she refused to let financial challenges stop her. Within two years, she had served over 800 women with unique, stylish outfits, and by 2024, she proudly extended her designs to include menswear.
Like many small business owners in Nigeria, TimiJay has faced her share of obstacles. Financing has been her greatest challenge. Without access to grants or investors, every kobo earned went straight back into the business. She also wore many hats—creative director, stylist, content creator, model, and brand ambassador—because hiring a full team was simply not feasible.
One of her most memorable experiences was preparing over 150 outfits for a major trade fair, only to discover she had missed registration. It was a heartbreaking moment, but one that turned into a blessing. Refusing to back down, she showcased at the event through another opportunity and sold out her collection.
Through the highs and lows, TimiJay has embraced one principle: turn pain into power. Every setback became a stepping stone, every disappointment a chance to grow.
She describes herself as a “go-getter”, someone who doesn’t quit, who bounces back quickly, and who always chooses optimism. Above all, she attributes her strength and success to God.
Her advice to aspiring entrepreneurs is simple but profound:
* Be patient and passionate.
* Don’t enter business just for profit.
* Trust the process and respect the journey.
* Find mentors, not to copy, but to learn and grow.
The vision for TimiJay’s Endroit is bold and global. She dreams of opening walk-in stores in major cities across Nigeria and beyond, as well as building a fully functional e-commerce platform where men and women worldwide can access her designs.
For TimiJay, this is more than fashion. It is heritage. It is courage. It is beauty wrapped in our local fabrics.
Connect with her on Instagram: @timijay__
Facebook: Oguntosin Jolomi
TikTok: @timijay__