Serendipity led me to Ihunaya, a discovery that felt less like chance and more like a call to action. In a moment, I was reminded of the depth of African craftsmanship- its beauty and significance stirring a renewed appreciation within me. Founded by Miss Oluwalanu, Ihunaya beckons us to honour these narratives, especially in a society where cultural narratives are often marginalized. This brand transcends the banalities of conventionality, it stands as a beacon illuminating the rich tapestry of African craftsmanship and heritage, urging us to see and celebrate what has always been present. Ihunaya is in every conceivable sense, a veritable love letter to African craftsmanship and a tribute to the artisans whose stories are intricately woven into each piece. Oluwalanu’s journey as a global collector with a fascination for eclectic design has metamorphosed into a far more substantial cultural phenomenon.

Let’s dive right in: The idea for Ihunaya took shape as Oluwalanu travelled to various parts of the world, collecting pieces that captured the essence of the places she visited. “Each time I travel to a new place in the world, I collect pieces of the culture or history of that place”, she shares. This tradition became more prevalent for her when she started her research for her children’s book The Peoples of Nigeria. It was during this process that she realized that in comparison to other regions of the world, the stories of Africa, particularly those of craftsmanship were not told as widely or celebrated as much. She also realized that despite their rich history, African handcrafted products were not widely available, which led her to create Ihunaya- a brand that would preserve the authenticity of these relics while making them more widely available.

"I realized that in Africa, the stories of the culture and the processes of our age-old African craftsmanship are not told as much as in other places in the world. This problem inspired me to start Ihunaya".

Oluwalanu

The road to starting Ihunaya has not been without challenges, a common factor that every brand must navigate .The most significant challenge has been the delicate task of collaborating with artisans many of whom, while producing exceptional works, often resist changes in their techniques. “They can be very stuck in their ways, which I understand because they produce beautiful products regardless”, Oluwalanu admits. She has a great deal of respect for these artisans, yet she recognizes the need for subtle improvements that will enhance the sustainability of the products without compromising their inherent worth. At Ihunaya, they have struck a balance- honouring the artisans craft while implementing processes that elevate the items marketability and sustainability.

"At Ihunaya we are constantly learning to work within their parameters and add our own process to add a competitive advantage to what we offer customers".

Oluwalanu

Among the many things that caught my attention, I was especially captivated by the brand’s name Ihunaya. Despite Oluwalanu being Yoruba, she opted for a name that translates to “Love” in a less familiar Igbo dialect, a thoughtful decision that reflects a broader sense of cultural inclusivity and distinctiveness. Ihunaya was chosen not only for its aesthetically pleasing connotation but also for its profound resonance with the spirit of the brand. She was resolute in her desire not to circumscribe the brand’s identity to her ethnic heritage. Instead, she sought a name that would represent the Pan-African ethos to which the brand is intrinsically committed. The name Ihunaya materialized from a crowd sourced inquiry on social media, wherein she engaged her social media followers by soliciting translations of the word “love” in various native tongues- a name that would come to symbolize the profound love and unity woven into the brand’s very essence.

"As a Yoruba woman, I simply didn't want to use a Yoruba name. The brand is  not about me and my ethnicity, it's about Africa"
Oluwalanu

While Ihunaya initially focused its offerings on accessories, the brand was never intended to be limited to this category. Accessories served as a pragmatic point of entry, facilitating a more straightforward route to building the brand. However, Ihunaya is poised to evolve into a lifestyle brand, with plans to diversify into home products and other product categories that have the same commitment to fine craftsmanship and cultural narrative. “Accessories have been easier to build the brand with because of its logistical ease. However, we will be introducing more product lines this year, especially home goods”, she reveals. With this expansion, Ihunaya is well-positioned to establish itself as a formidable Launchpad for African creative expression.

From its roots in curating artisanal treasures to its evolution into a creative force, Ihunaya now stands at the intersection of tradition and innovation. The brand’s team seamlessly combine traditional materials with modern designs to create original Ihunaya pieces. “We get to showcase the old-age pieces and stories of our cultures while also using traditional materials to create contemporary original Ihunaya pieces”, she explains. This dual approach- preserving the old while introducing the new- affords Ihunaya the distinctive ability to offer products that simultaneously honour Africa’s past and embrace modernity.

Sustainability is at the core of Ihunaya’s values, though it does presents certain challenges. The ability to control production processes is greater with their original designs, but when sourcing from traditional artisans it becomes more complex. It is challenging to execute modifications that are in line with contemporary sustainability standards, because many of these artisans have adhered to the same production techniques for generations. However, the brand continues to respect these techniques while finding ways to ensure that not only are its products beautiful, but are also ethically and sustainably made.

"It is quite difficult to control or change age-old African techniques that have  been practiced for centuries". "But sustainability is very important to our brand".

Oluwalanu

As Ihunaya grows, Oluwalanu is confident that the brands singular identity will remain uncompromised. Africa, being one of the most diverse and culturally rich continents, offers an inexhaustible well of inspiration. Ihunaya’s mission is to delve into these untold stories and expose the world to the wide range of underappreciated African craftsmanship. Within a few short years, the brand has already expanded beyond Nigeria, sourcing products from four other African countries. The future holds even more exploration, as the brand sets its sights on expanding its geographic footprint and unearthing more African stories to share with Ihunaya’s customers.

"Africa is one of the most diverse continents in the world, and it has so many rich and colourful cultures. Ihunaya will never run out of new stories  to tell and products to showcase".

Oluwalanu

Developing trusting relationships with customers has been key to Ihunaya’s expansion. Social media has made it possible to communicate directly with the brand’s community of supporters, fostering real-time engagement and feedback. Oluwalanu enjoys having conversations with her customers, whether it’s through Instagram comments or interactions at pop-up events: “You can never understand how your product makes a customer feel unless you ask”, she shares. These interactions help shape the brand, from design choices to broader strategic moves, Ihunaya’s customers are invited to take part in important moments- just as they were when Ihunaya was named. It’s this sincere approach that exemplifies Ihunaya as a true soul brand.

"We enjoy talking to our customers online and getting feedback on our products, whether positive or negative".
Oluwalanu

Looking ahead, Ihunaya is set to continue its growth, and Oluwalanu is excited about the brand’s future. For her, Ihunaya’s journey is deeply personal- a pathway for self-discovery. Each piece offered is a tribute to the culture from which it originates, and through Ihunaya, she is crafting a brand that embodies Africa’s collective identity while also building her own identity through the lens of African culture. “Everything I’ve learnt in recent years about African cultures has helped me build my identity as an African. If we decide to offer a product on Ihunaya, that is our greatest compliment to that culture”, she shares.

In closing, for those who are inspired by Ihunaya’s passionate mission, Oluwalanu offers straightforward yet profound advice: “Find a way to do an aspect of what you’re passionate about, whether that is in your core career or in your leisure time”. She acknowledges that many people are confined by the realities of 9-5 jobs, but maintains that passion need not be sidelined. “What does the smallest version look like? Do that and grow it from there”, she encourages. For her, knowing that Ihunaya is using storytelling and craftsmanship to help redefine and rebuild African identity has been the most rewarding aspect of her journey; this mission feeds her creativity and sense of purpose: “Being able to play a small part in rebuilding the African identity is what is most rewarding for me”, she concludes.

For those eager to explore Ihunaya’s journey further, you can follow along on Instagram @Ihunaya.