Growing up in Ajegunle, a Lagos ghetto, Ruth Erikan James better known as Veekee James never envisioned the life she now leads. Through resilience, creativity and unshakable faith, the award-winning fashion designer and content creator has risen from modest beginnings to become one of the most influential voices in Africa’s fashion scene, writes OLAITAN GANIU.
Rowned by Forbes Africa’s 30 Under 30, Veekee James is proving that African fashion belongs not only on the local stage but also at the pinnacle of global haute couture.
Today, nearly 80 percent of Veekee James’ clients come from outside Nigeria, a figure that underscores her international reach.
“I think there is a strong desire to connect with something uniquely African, and we provide that,” she said.
Veekee credits her success to consistency and brand integrity. “Don’t put out sub-par work whether it is your Instagram feed, your fabric quality or your storytelling, let it all align with excellence,” she advises.
Her couture pieces are sleek, tailored and rich with cultural essence. They appeal to both diaspora audiences and international admirers of African aesthetics.
Ajegunle made me tough
Growing up in Ajegunle wasn’t easy. Her story is one of grit and grace. Losing her architect father at the age of five, Veekee was raised by her mother, Esther James, a tailor by trade who unknowingly passed on the legacy of her craft.
“Ajegunle shaped me. When you grow up there, you learn to be tough. It wasn’t a place for children unless God was really watching over you. But my mum taught us faith from an early age. That helped us be content and to trust that we would be okay,” she said.
The uneven layers and rough edges of her 30th birthday cake, she explained, mirrored the struggles and setbacks she has faced.
“You see how my cake tells a story of what life seemed like from when I was born until a few years ago when God began to fulfill destiny with me. Not a perfect journey, but I’m at a place where I can say that yes, faith works and hard work pays.”
A journey rewritten by passion
Though she initially set out to study Biochemistry at the University of Uyo, Veekee’s true calling lay elsewhere.
“I never saw myself in science,” she confessed. “I couldn’t get into medicine, so I settled for Biochemistry. But makeup, hairstyling and eventually fashion were always calling me.”
By her final year, she made the courageous decision to leave university and pursue her talents full-time. In Akwa Ibom, she was already a respected makeup artist, but after returning to Lagos, something shifted.
“I prayed. I didn’t want to start something and fail; that is when God redirected my heart toward fashion,” she recalled.
Armed with determination and a second-hand sewing machine, she converted a corner of her mother’s living room into a studio. She began sewing and documenting her designs with an eye for aesthetics that made her a natural at social media marketing.
“I woke up one morning and took some money from my savings and I went straight to the market to purchase an industrial sewing machine. Coming back, I cleaned up half of my mom’s parlour and turned it into my workshop. I already knew the right things to do when it comes to social media marketing.”
Breaking barriers in couture
Veekee’s rise wasn’t meteoric but methodical. Her big break came when AsoEbiBella, a popular fashion curation platform, featured one of her Ankara designs. Orders trickled in, then flooded.
“I started increasing my charges from N8,000 per dress to N30,000 and beyond as my clientele grew,” she said.
In 2019, she officially launched her brand, Veekee James, later expanding it with ‘Veekee James Man’ and ‘Shoprikan’, diversifying her influence across gender and style.
“Everything has to be perfect and it has always been that way for me. I would say some of the steps that I took were determination and implementation, because I’m not just determined to succeed—I implemented things that helped me succeed. I’m a workaholic and I kept going even when I had not seen results,” she reflected.
Despite her commercial success, she remains grounded. “Fashion isn’t just about the money. I believe this is what God has called me to do. I allowed Him to show me the route to follow,” she insisted.
Call her a minister in the marketplace
With clients across continents and accolades stacking up, Veekee James’s faith remains the backbone of her journey. In addition to running a fashion empire, she is a gospel singer and the convener of ‘Zion Warship’, a monthly worship concert that fuses spirituality with creativity.
In 2023, she released her debut single ‘Nothing Less’ and launched a Christian podcast titled, ‘Bible Stories with Veekee James’.
“God is my CEO. Every step I’ve taken has been led by Him,” said the 2021 AMVCA winner for Best Designer of the Year.
Advice to aspiring designers
Navigating Africa’s evolving fashion industry, Veekee has clear words for upcoming designers: “Be consistent, don’t compromise on value and don’t be pressured by others’ success. Above all, build your life and business on God.”
She added: “Don’t be somebody who is good today and bad tomorrow. Find ways to keep improving, and prioritize value in your brand. If it’s not good, don’t put it out—unless it’s a mistake you can work around. Never compromise when it comes to value.
“Don’t allow yourself to be pressured by any other designer, because you know your strengths. Don’t try to move faster than you should.
“Apply wisdom, don’t be desperate to be where you shouldn’t be at a certain time and overall make God the foundation of your life and business. You cannot succeed at anything without God being the center. With every decision you make in business, make sure you seek God’s face all through.”
