Revolutionizing Nigerian Interiors: The Inspiring Journey of Aisha Yusuf Ishaku

In the vibrant hustle of Nigeria, amidst high import costs and an unemployment crisis, Aisha Yusuf Ishaku stands out as a beacon of hope and innovation. Transitioning from a career in law to the world of interior design, Ishaku has combined her love for creativity with a deep commitment to local craftsmanship. As the CEO of Designtactics Limited, she is striving to change perceptions about Nigerian-made goods, creating jobs, and fostering national pride in the process.

The Growing Market for Home Decor

The home decor industry in Nigeria is on the rise, with projections indicating revenues could reach a staggering $1.14 billion by 2025, based on reports from Statista and 6Wresearch. The furniture segment alone is expected to generate around $5.11 billion. However, local manufacturers face daunting obstacles: a lack of access to essential raw materials, soaring import costs, and a prevailing mindset that often values foreign products over local creations.

A Vision for Change

To tackle these challenges head-on, Ishaku launched two innovative ventures: Joel’s Place, a content creation hub, and Jo-1 Residence, a boutique apartment facility—all built and furnished exclusively in Nigeria. “Everything you see here is proudly made in Nigeria,” Ishaku stated during the launch in Lagos. This commitment to local production aims to create not only quality interiors but also job opportunities, crafting a new narrative about what Nigeria can achieve.

From Law to Design

Interestingly, Ishaku’s path as a designer is not a traditional one. With a robust academic background in law, she has also served as Company Secretary and Director of Legal and General Services at Faton Capital. Yet, her heart always leaned towards architecture and design, sparked by a childhood passion. “I’m a lawyer by training, but a designer by choice,” she reflects, emphasizing the importance of pursuing one’s passions in life.

The Designtactics Ecosystem

Designtactics has blossomed from a singular design service to a rich tapestry of enterprises encompassing design training, manufacturing, and hospitality. By launching a factory in Lagos, the company now produces more than 80% of its interior project items—from furniture to lighting fixtures. Ishaku proudly highlights that this local production not only ensures quality but also fortifies the local economy.

Changing Perceptions: Local vs. Imported Goods

One of the biggest hurdles Ishaku faces is changing the mindset of many Nigerians who still equate imported goods with higher quality. However, she confidently asserts, “Our local materials are actually stronger.” Beyond merely manufacturing items, Ishaku’s vision extends to transforming national perceptions about what Nigeria can produce.

Educating the Next Generation

In an effort to nurture talent, Designtactics Academy serves as a training ground for aspiring designers and artisans. This initiative not only champions local craftsmanship but also aims to create a sustainable talent pipeline for the industry.

Breaking Structural Barriers

Aisha’s husband, Yusufu Ishaku, Chairman of Designtactics Group, emphasizes the economic potential of the creative sector. “Interior design isn’t merely about aesthetics; it’s an economic opportunity,” he insists. His extensive experience in financial management underscores the significance of strategic support for scaling operations and exporting Nigerian excellence.

The Ripple Effect of Empowerment

For clients like Raliat Ibrahim Oyetunde, CEO of Prinsult Global Consulting, Designtactics goes beyond mere design; it’s a partner in growth. By sourcing and producing locally, Designtactics directly impacts over 100 families and sets an example for the broader community. “Multiply that by more local manufacturers, and you’re changing the economy,” Oyetunde remarks.

Mentorship: Shaping the Future

Despite her success, Ishaku remains focused on the next generation of designers. Her advice is simple yet powerful: “Be resilient. Stay focused. Find a mentor.” Through her academy, she continues to offer guidance, emphasizing that the tools for learning are often at one’s fingertips, from social media to online platforms.

A Vision for National Identity

For Aisha Yusuf Ishaku, her journey is about much more than business; it’s linked to national pride and identity. “If we can make this here, we can make anything,” she asserts. As she builds her empire, she reminds us that the spirit of innovation is alive and thriving in Nigeria, ready to carve a sustainable future built on local talent, creativity, and resilience.