How I launched a luxury brand after my LBS EMBA | London Business School

After working as an A&R Director at Island Records in New York and in financial services at Goldman Sachs and Barclays, EMBA entrepreneur Tuvie Ejoh (LBS EMBA 2023) decided it was time to scratch an itch she had felt for years, deciding to study for her Executive MBA at London Business School.

Tuvie is the founder, CEO, and creative director of TUTU PIKIN, a luxury loungewear brand with deep African roots and heritage that has captured worldwide attention and has been been featured in Vogue magazine.

TUTU PIKIN is an accessible luxury, social impact, lifestyle brand that uses hand-painted and hand-dyed premium cotton fabric, curated in Africa, by African Artisans, to produce classic, yet modern, heirloom quality products. Whilst the aim of the brand is to showcase the true beauty of African textiles and craftsmanship, we pride ourselves in creating social impact in Africa and the diaspora.

TUTU PIKIN aspires to become the first commercial, authentic African brand offering luxury goods at affordable prices, to a broader consumer base. The company’s intention is to grow TUTU PIKIN into becoming a ‘Quintessentially African’ household name—the brand of choice for people, around the world, interested in vibrant, ethically sourced, authentic, luxury African goods. Ultimately, our vision is to create a technology-driven, accessible luxury, African brand that penetrates cultures and sub-cultures, by providing engaging and interactive immersive experiences.

TUTU PIKIN’s products are currently sold via our eCommerce platform: www.tutupikin.com, as well as in luxury Jamaican Resort, Goldeneye: www.goldeneye.com (home to the James Bond movie franchise).

In a recent interview with BusinessBecause journalist Shannon Cook, Tuvie describes how she noticed a gap in the market and launched her luxury brand, drawing on her experience at LBS.