With over two decades of entrepreneurial experience, Adebola Ataiyero-Adefila, founder of Iré Diré, is a name synonymous with creativity and determination in the Nigerian fashion industry. Her brainchild, Iré Diré, launched in 2019 with a mission to provide everyday wear for the modern woman, combining style and cultural heritage through the use of traditional African fabrics like Adiré and Aso Oke.
After operating exclusively online for two years, Adebola opened her first physical store in Abuja in 2021, marking a significant milestone for the brand. But beyond her knack for fashion, Adebola’s journey is an inspiring tale of leadership, passion, and persistence.
Early Years and Education
Born in Abuja, Adebola is the eldest of four children. Her early education began at Therbow Nursery and Primary School, Zaria, followed by Jabi Primary School, Abuja. For secondary school, she attended Federal Government Girls College, Akure, a move that exposed her to a broader cultural environment and sharpened her leadership skills.
After secondary school, Adebola pursued a degree in Business Administration from Ahmadu Bello University, Zaria, a decision that would lay the foundation for her entrepreneurial ventures. Not one to rest on her laurels, she later went on to obtain an MBA from the University of Kent in the UK, further honing her business acumen and understanding of global markets.
The Foundation of Entrepreneurial Spirit
Growing up in a family steeped in business, Adebola’s path toward entrepreneurship felt almost inevitable. She was exposed to the realities of running a business from a young age through her mother’s endeavors. Family vacations, for instance, often doubled as business trips, where Adebola witnessed firsthand how her mother negotiated deals and interacted with clients. These experiences may have been monotonous for a child, but they planted the seeds for her eventual love for business.
By the time she was ready to start her own venture, Adebola had accumulated a wealth of unintentional learning. The transition from simply watching to actively participating in business decision-making felt natural. Her passion for entrepreneurship was a blend of her academic background, exposure to international markets, and the hands-on lessons she learned growing up.
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Building Iré Diré: A Passion for African Fabrics
With a natural flair for fashion and an appreciation for cultural heritage, Adebola launched Iré Diré in 2019, a brand focused on creating functional and stylish clothing for women. What sets Iré Diré apart is its commitment to preserving African textile traditions, especially through the use of Adiré, a hand-dyed fabric native to Nigeria, and Aso Oke, a traditional Yoruba fabric woven from cotton and silk.
according to her, Iré Diré is more than just a fashion brand. It’s a movement aimed at celebrating African culture while providing modern-day women with stylish and practical outfits. The brand’s commitment to using indigenous fabrics is a nod to Adebola’s deep connection to her Nigerian roots and her desire to infuse tradition into contemporary fashion.
In the first two years, Iré Diré operated solely online, attracting a loyal clientele who were drawn to the brand’s unique blend of heritage and style. In 2021, Adebola took a bold step by opening the brand’s first physical store in Abuja, marking a new chapter in her business journey.
Navigating Business Challenges
As the ex-Chief Operating Officer (COO) of Banrut Rolls Nigeria Ltd, a leading paper product manufacturing company, Adebola has gained significant experience in managing the complexities of running a large enterprise. Her journey with Banrut began in marketing, where she was responsible for converting potential customers and managing the company’s value chain. From there, she rose to become the General Manager before assuming the role of COO, which involves overseeing the company’s operational, financial, and administrative aspects.
Balancing her roles as COO and entrepreneur came with its fair share of challenges, but Adebola developed a pragmatic approach to problem-solving. “The bigger a business gets, the more challenging it is,” she admits. “You have to be proactive, not reactive, and always keep an eye on the bigger picture.”
One key strategy Adebola employs in her fashion and manufacturing ventures is integrating technology. She has streamlined decision-making processes by deploying tech solutions for logistics and data analysis and improved overall efficiency. However, not all challenges are within her control. External factors like government policies, infrastructure issues, and economic downturns often create obstacles.
But instead of feeling defeated, Adebola proactively found ways to adapt, often working with industry associations like the Manufacturers Association of Nigeria (MAN) and various Chambers of Commerce to influence policy decisions.
The Personal Side of Adebola
While her professional life is undoubtedly demanding, Adebola finds balance through her family. She has been married to her best friend for over 15 years and is a proud mother of two beautiful daughters. “My family is my support system,” she says. “They keep me grounded and remind me of what’s truly important in life.”
Her northern upbringing and her experience living in other parts of Nigeria have given Adebola a unique cultural perspective that has benefited her in business. “Growing up in the North gave me the privilege to infuse two cultures together,” she explains. “This has been incredibly useful, especially in terms of market penetration and understanding the diverse needs of my customers.”
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Mentoring the Next Generation
Aside from her business ventures, Adebola is passionate about mentoring the next generation of entrepreneurs. She founded The Profiting Hub, a platform that offers live online classes, one-on-one consulting sessions, and workshops designed to help startups and existing entrepreneurs in the manufacturing space. Through The Profiting Hub, Adebola provides practical knowledge and insights on how to run a business effectively and profitably.
Looking Ahead
As she continues to expand Iré Diré and take on new challenges in both her fashion and manufacturing roles, Adebola remains committed to her core values of creativity, discipline, and a love for African heritage. “There’s still so much more to do,” she says with a smile. “But I’m excited for what the future holds.”
In a world where balancing multiple roles can often be overwhelming, Adebola Ataiyero-Adefila has managed to chart a course that is both inspiring and impactful. Through her journey, she has shown that it is possible to honor tradition while embracing modernity—and to do so with grace, resilience, and an unwavering commitment to excellence.
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