Fashion designer Veekee James, recently named to Forbes Africa’s 30 Under 30, credits the gritty streets of Ajegunle for building the resilience that fuels her thriving career.
Raised in one of Lagos’ most challenging neighborhoods, James says the adversity she faced growing up laid the foundation for her strength and determination today.
“Ajegunle shaped me. When you grow up there, you learn to be tough. It wasn’t a place for children unless God was really watching over you. But my mum taught us faith from an early age. That helped us be content and to trust that we would be okay,” she said.
Losing her architect father at just five years old, James was raised by her mother, Esther James—a tailor whose craft would later become the bedrock of her daughter’s success. Veekee’s rise from humble beginnings to the global fashion spotlight is a story of grit, grace, and unwavering faith.
Now a prominent name in couture fashion, Veekee James has attracted a global clientele, with nearly 80 percent of her customers coming from outside Nigeria. Her designs, rich in cultural depth and elegance, have become symbols of African pride and artistry on the international stage.
“I think there is a strong desire to connect with something uniquely African, and we provide that,” she said.
James attributes her success not only to creativity but to discipline and brand consistency. For her, every aspect of her work—from design to social media—must reflect excellence.
“Don’t put out sub-par work whether it is your Instagram feed, your fabric quality or your storytelling, let it all align with excellence,” she advises.
Her recent 30th birthday was marked by a cake that held deeper meaning. Its uneven layers and raw finish served as a metaphor for the trials and breakthroughs that have defined her journey.
“You see how my cake tells a story of what life seemed like from when I was born until a few years ago when God began to fulfill destiny with me. Not a perfect journey, but I’m at a place where I can say that yes, faith works and hard work pays.”
