Motivated by a deep commitment to celebrating African identity, Tinu Smith — CEO of Datina Designs — has built a brand that seamlessly blends traditional African artistry with contemporary fashion trends. Her Afrocentric ready-to-wear label has become known for producing stylish, accessible, and high-quality outfits that highlight the vibrancy of African culture while maintaining global appeal.
Smith, a graduate of the Women’s Entrepreneurship programme at Cornell University in the United States, offers creations that are both timeless and bold. Her fashion journey began in the 1990s, launched with an initial investment of just N50,000, carefully gathered from personal savings and her NYSC monthly stipend. Despite her modest starting capital, she has built a respected fashion house with a strong African signature.
An Industrial Training Fund (ITF) certified trainer, Smith describes fashion as a divine gift — a talent that has always come naturally to her. Reflecting on her early years, she shared that although her mother was a fashion designer, she never expected to walk the same path. Her childhood dreams had leaned toward broadcasting or print journalism. But her artistic instincts kept drawing her toward style and creativity.
During her NYSC year, Smith lived in the boys’ quarters of an exceptionally skilled fashion designer. Watching this designer work each day sparked a passion in her and inspired her to pursue fashion professionally. After completing a year of dedicated training, she launched Datina Designs in 1995.
Now holding a doctorate degree, Smith describes the Nigerian fashion industry as dynamic, expanding, and packed with opportunities — not only in fashion design but also in vocational training, ethical production, and waste management. She believes Afrocentric fashion will continue to grow, especially brands that preserve culture, address environmental issues, and create meaningful impact.
Her entrepreneurial journey, however, has not been without challenges. Access to capital remained a major obstacle in the beginning, and building a business from the ground up demanded significant personal sacrifice. Smith also grappled with inconsistent infrastructure, rising expenses, and the struggle to recruit adequately trained staff. Yet she credits these hurdles for building her resilience and strengthening the foundation of her business.
To navigate the complexities of Nigeria’s business environment, Smith became intentional about developing solutions. She learned how to raise funds through grants and partnerships, invested heavily in staff training, and established internal systems that improved efficiency. She also leveraged technology, strengthened her supply chain, and diversified revenue streams — strategies that have enabled Datina Designs to stay competitive.
Looking ahead, Smith plans to scale up the brand’s export operations, making Afrocentric fashion more accessible across Africa and beyond. Locally, she aims to stock her designs in more major retail outlets to reach a broader customer base. She is also developing a fashion hub dedicated to training emerging designers, with built-in waste management and sustainability practices.
Smith emphasises that her brand’s uniqueness lies not only in its fusion of modern silhouettes and African aesthetics but also in its commitment to empowering women. Datina Designs invests in skill acquisition, training programmes, and initiatives that support underserved women, helping them build sustainable careers.
Despite Nigeria’s inflationary pressures, Smith continues to move forward by prioritising locally sourced materials, increasing operational efficiency, and strengthening supplier partnerships.
Her message to aspiring entrepreneurs is clear: stay focused, consistent, and committed to continuous learning. She encourages them to build structures early, manage their finances wisely, and embrace small beginnings. Above all, she urges young creatives to surround themselves with mentors, remain adaptable, and allow purpose—not pressure—to define their journey.
