Tinuola Oladeji grew up watching her mother run a thriving business built on trust, excellence, and heart. That early exposure planted the seed for her own entrepreneurial journey—one rooted in creativity, connection, and purpose.
Today, as the Founder and Creative Director of Tsmart Fashion, Tinuola designs more than just clothes—she creates wearable confidence. Her latest work, the Power Moves Collection, is a celebration of bold, ambitious women ready to take up space and make impact.
In this interview with The Brief Network, she shares the journey behind the brand, the challenges that shaped her, and the lessons she’s learned along the way.
Tell us a brief about yourself and what inspired you to start Tsmart Fashion?
My name is Tinuola Oladeji, and I am the Founder and Creative Director of Tsmart Fashion. I grew up watching my mother, a skilled trader, run her business with passion, precision, and resilience. She had an eye for quality and knew how to build lasting relationships with her customers. Watching her navigate business with such grace ignited my own love for entrepreneurship.
When I discovered my passion for fashion, I knew I wanted to create more than just clothes—I wanted to build a brand that empowers women, tells their stories, and makes them feel bold and unstoppable. That’s how Tsmart Fashion was born, blending style with impact to help women make power moves through fashion.
Running a business can be daunting. What keeps you motivated on the tough days?
The impact of what I do keeps me going. Seeing how our designs transform women’s confidence, the stories our clothes tell, and the communities we empower make every challenge worth it. Also, my faith plays a huge role—I remind myself that my work is bigger than me. And of course, my team! Their dedication and creativity inspire me daily.
What’s one major challenge you faced on your journey, and how did you overcome it?
One of the biggest challenges I faced was scaling the business while maintaining quality. As demand grew, I had to figure out how to expand production without losing the craftsmanship and uniqueness that define Tsmart. The turning point was systemizing our processes and investing in the right people—from training artisans to implementing better production workflows. That’s how we managed to scale while staying true to our brand.
Looking back, what are 3 mistakes you think others should avoid when starting a business?
- Ignoring structure from the start – Passion is great, but you need systems and processes in place early on.
- Trying to do everything alone – Build a strong team, delegate, and focus on what you do best.
- Not embracing technology early enough – The right technology simplifies operations, increases efficiency, and allows for scalability. Adopting tech tools early on is a game changer.
We understand you are launching a new collection. Can you tell us more about it?
Yes! We are launching the Power Moves Collection, a bold and sophisticated line designed for women making big strides in life and business. This collection celebrates ambitious, middle-aged women who move with confidence, make an impact, and inspire others. Every piece is designed to reflect power, elegance, and ease, ensuring that women not only look their best but also feel unstoppable.
What’s one piece of advice you’d give to someone who’s just starting out in business or pursuing their dream?
Get a mentor—someone who has walked the path you aspire to take. A mentor provides guidance, shortens your learning curve, and helps you avoid costly mistakes. Also, have a clear picture of the destination you desire—clarity fuels consistency and direction.
Tell us your favorite quote
“You can’t use up creativity. The more you use, the more you have.” – Maya Angelou
Through Tsmart Fashion, Tinuola Oladeji is building more than a clothing line – she’s dressing women for impact. As she continues to create pieces that inspire and elevate, one thing is clear: style becomes unstoppable when it’s backed by purpose.
Follow Tsmart Fashion to stay updated on new drops, empowering style tips, and behind-the-scenes from the woman behind the brand:
Tinuola Oladeji @thetinuoladeji | Tsmart @tsmart.official | Website: www.tsmartstyles.com and Email: hello@tsmartstyles.com
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