Our Brand Story

Onuli was born out of my deep love for African fashion and my frustration with the difficulty of accessing high-quality, well-fitting pieces from the continent. As someone who values slow fashion, craftsmanship, and the rich cultural storytelling embedded in clothing, I wanted to create a platform that connects global shoppers with Africa’s most talented designers—without the usual barriers of sizing issues, delivery challenges, and inconsistent quality. 

The idea for Onuli first took root while I was researching the Nigerian fashion industry for a client looking to understand the African market. What I discovered was astonishing—the depth of culture, expert craftsmanship, and centuries-old techniques seamlessly carried into contemporary fashion. I was determined to bring a piece of that artistry home with me to Zurich, filling my bags with designs from the brands I encountered. But the more I explored, the clearer it became that there was a larger opportunity—not just to shop for myself but to build a bridge that made these incredible designs more accessible to the world. 

And so, Onuli was born. 

Founded in 2024, Onuli connects international fashion markets to Africa’s vibrant and evolving design scene. While our headquarters are in the UK, we proudly collaborate with designers and artisans across Africa and beyond, ensuring their unique creations reach a global audience. Our mission goes beyond selling clothes—we are creating an ecosystem that guarantees reliability, accessibility, and a seamless shopping experience for customers worldwide. 

But Onuli is more than just a marketplace; it’s a movement. We handle every step of the process, from logistics and shipping to customer service, ensuring that every purchase is effortless and every piece is delivered with care. We are also deeply committed to sustainability, slow fashion, and the stories behind each design. Through initiatives like our Asoebi Return program, we are celebrating African fashion and pioneering ways to make it more circular and eco-conscious. 

As we continue to grow, our vision remains the same: to make African fashion as effortless to shop for as any major global brand—while preserving its authenticity, craftsmanship, and soul.