237: How Temidayo Adedokun Is Bringing African Culture, Even to the Tiniest of Us, With Ade + Ayo

You’d probably think that launching a new business in the middle of a pandemic wouldn’t be the most “received” idea, but for Temidayo Adedokun, she accepted the challenge. In 2020, Temidayo launched Ade + Ayo, a collection of beautifully crafted pieces that make the African aesthetic practical for even the littlest among us. Her pieces keep things modern and affordable for parents, too.

Interestingly enough for Temidayo, she’s no stranger to the entrepreneur world as her parents paved their own way, although they encouraged her to take a more “traditional” path. And for her, that was law. While attending Yale for her studies, during her second semester, she became dissatisfied with the path she’d chosen. After Yale, the future entrepreneur decided to pursue corporate law to pay off debt (so relatable!), but ended up hating it and leaving that firm after nine months because she felt like she sold her life to the firm.

Upon trying to figure things out and working at a boutique law firm, Temidayo became pregnant with her first baby. She immediately became hooked on watching YouTube videos and finding ways she could bring Nigerian and African culture into her son’s life. After searching on Etsy and other places, she couldn't find what she was looking for, which was African prints and colors on soft fabrics, that she’d feel comfortable putting on a baby, but also felt modern. 

Enter Ade + Ayo. 

Here’s what you’ll learn about Temidayo and her business from this episode:

• How the plan to work at the firm while working on Ade + Ayo on the side, until it got enough traction didn’t quite happen
• How she learned effective e-commerce while simultaneously becoming a mom
• How she positioned herself for years to be in the position she’s in today

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Links mentioned in this episode

• Ade + Ayo Website
• Facebook Elevate
• The E Myth: Why Most Businesses Don't Work and What to Do About It

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Ade + Ayo (Instagram) – @adeandayo

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