DESIGN WEEK LAGOS: ANITA PRECIOUS ON SHAPING AFRICA’S CREATIVE FUTURE

Nigerian interior designer and entrepreneur Anita Precious has called on young African creatives to embrace relationship-building, product storytelling and mentorship as essential tools for growing their businesses and competing in international markets.

Precious, founder of Noani Design and Noani Home, shared her insights during a panel discussion titled Shaping Africa’s Creative Future at Design Week Lagos, where she spoke about the importance of building meaningful connections and understanding customers.

Drawing from her personal experience, she explained how an ordinary relationship with a security guard eventually led to a major interior design commission. The recommendation came from a senior executive who had noticed her interactions with the guard and later trusted his judgment when looking for a designer.

She used the experience to encourage young designers and business owners to treat everyone with respect, regardless of their position, noting that potential customers and business opportunities could come from unexpected places.

Precious also highlighted the importance of understanding the target audience before launching products. She explained that Noani Design focuses on interior design projects, while Noani Home offers products such as furniture, artwork and bedding.

To expand the brand's reach beyond Nigeria, she adopted product storytelling through social media, sharing videos of herself styling her bed with items from the company's bedding collection. The approach helped potential customers, including Nigerians in the diaspora, understand how the products could fit into their homes.

The entrepreneur further encouraged young women to develop the confidence to introduce themselves, communicate their abilities and pursue opportunities without waiting for invitations.

Through The Designer Framework, Precious has taught 750 students, sharing practical knowledge about the business side of interior design.

She also urged established creatives to become more transparent about their professional journeys, explaining how they attract clients, secure commissions and build sustainable businesses.

Her message at Design Week Lagos centred on the belief that Africa's creative future will depend not only on talent but also on strong relationships, business knowledge, confidence and a willingness to share experience.