Fatima Babakura, founder of luxury accessory brand, Timabee & scent brand, Yerwa’s Secrets is building with purpose. Elegant, driven by impact and guided by faith, her vision is clear — when women rise, legacies are born.
African beauty entrepreneurs are redefining luxury, culture, and community, and Fatima Babakura stands tall as one of the most influential creative forces of her generation. As the founder of Timabee, a premium accessories brand and Yerwa Secrets, a fragrance company rooted in tradition, Fatima has built two successful brands. Her journey from accounting to an award-winning designer is very inspiring.
Born and raised in Lagos, Fatima Babakura grew up observing the power and limitations of financial independence, especially for women. These early experiences fuelled her desire to build businesses that are both beautiful and meaningful. She launched Timabee while still at university, transforming her hobby into a global statement of timeless elegance. With Yerwa Secrets, she introduced an innovative fragrance model that allows women, particularly in Northern Nigeria, to earn income from home while honouring their culture.
From a Forbes feature to speaking at Harvard, Fatima Babakura has become a vital voice among African beauty entrepreneurs. Her brands stand as symbols of empowerment, financial inclusion, and thoughtful luxury. Whether she’s designing handbags inspired by Lagos’s owambe culture or building economic pipelines through scent, Fatima’s work carries identity and innovation.
What makes her journey exceptional is how she combines global aspirations with local impact. Fatima Babakura doesn’t separate beauty from purpose, or creativity from community. For her, every product, fragrance, and collection tells a story that uplifts African women and reshapes narratives of excellence from the continent.
In this edit of The Woman Behind The Brand, Fatima Babakura shares her path to purpose, the risks taken to build her brands, and why being intentional is the greatest form of luxury.
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Founding vision & personal journey
You started Timabee while studying accounting at university. What was the moment you realised it could be more than a hobby?
I believe the shift happened when strangers, not just family and friends, began placing orders and appreciating the detail and elegance in my designs. It wasn’t just compliments anymore; it was validation from people who didn’t owe me their support. I realised that what started as a creative outlet could become something bigger. A brand that not only expressed beauty but also carried meaning, heritage, and aspiration. That’s when I began to take it seriously.
Both Timabee and Yerwa Secrets are rooted in purpose and elegance. What personal values or lived experiences shaped the deeper vision behind them?
Growing up in Lagos, I witnessed how even the most capable women, whether educated or skilled, often faced invisible barriers to financial freedom. I also saw this in my own family. After more than two decades of marriage, my parents divorced, and I saw how deeply financial dependence can impact a woman’s ability to rebuild her life. That experience lit something in me. I knew I wanted to create more than just beautiful products. I wanted to build businesses that gave women dignity, options, and ownership. Elegance to me isn’t just about design, it’s about restoring confidence, telling our stories, and creating things that outlast us.
Looking back, what was the biggest risk you took at the start of your journey? What did it teach you about yourself as a founder?
The biggest risk was choosing to pursue Timabee full-time after university, even though I had the safety net of an accounting degree. It was scary stepping into a luxury market with no blueprint, no guarantees, and little capital. But it showed me that I’m far more resilient and visionary than I ever imagined. It also showed me that risk is necessary when purpose is involved. If your vision is bigger than your fear, you’ll find a way to build something real.
How has your background in accounting influenced how you run and grow your brands today?
My accounting background is one of my biggest strengths. It helps me see beyond just the creative. I’m deeply strategic about cost, pricing, margin, and long-term sustainability. I don’t just design products, I build business models. It also taught me discipline, attention to detail, and how to assess risk logically, which is essential when you’re balancing impact and profitability.
What’s one lesson from your early entrepreneurial journey that still shapes how you lead now?
That progress doesn’t always look loud. Sometimes it’s quiet, consistent work that compounds. In the early days, I had to learn patience. I wanted everything to scale fast, but I realised that true impact takes time, especially when your business is built on people and purpose. That mindset still grounds me. I lead with empathy and vision, knowing that slow growth done right is better than fast growth done wrong.
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Building brand & community
Timabee has become synonymous with elegant, well-crafted accessories. What values have guided the brand’s design and identity over the years?
From the beginning, Timabee has stood for more than just fashion accessories. It has always been about elegance with intention. The values guiding our design are quality craftsmanship, cultural pride, and timelessness. I’ve always believed that African women deserve luxury that reflects their identity, not just imitates global trends.
Every collection is designed to be aspirational yet grounded; beautiful enough to turn heads, but meaningful enough to tell a story. Our identity is built on craftsmanship, dignity, and the belief that excellence has no geographical limits.
Through Yerwa Secrets, you’ve merged fragrance with female empowerment. What inspired the idea, and what impact has it had on the women involved?
The idea came from a simple but powerful realisation: fragrance has deep cultural and emotional roots in communities like mine. Scent is part of ritual, memory, and identity. I wanted to tap into that heritage, but in a way that economically empowers women.
We built a home-based production model where women earn income by making our incense and perfumes. It has allowed over 100 women to gain financial independence without leaving their homes, which is critical in communities where mobility can be restricted. It’s deeper than the products; it’s about dignity and ownership.
What does luxury mean to you? How is it reflected across both Timabee and Yerwa Secrets, especially in the African context?
Luxury, to me, is intention, excellence, and cultural integrity. Luxury is not what we say it is; it’s how people perceive it. It’s about craft, origin, and the story behind every piece. In the African context, true luxury honours tradition while reimagining it for the world.
With Timabee, it’s in our craftsmanship and design that speaks to elegance without apology. With Yerwa Secrets, it’s about elevating local scent-making into a global ritual. Both brands are about celebrating African excellence and doing it on our own terms.
Your brands stand out creatively and carry a strong social mission. How did you approach building them this way?
It was never a choice between beauty and meaning; the creativity and the mission have always been part of the same vision. I didn’t want to build something beautiful without substance. I wanted to prove that luxury can be responsible and that impact can be stylish.
So, I designed both brands to be visually compelling but built on systems that prioritise community, culture, and dignity. From sourcing to storytelling, we layer everything we do with purpose. That’s what makes it sustainable and unforgettable.
Women, work & empowerment
You’re passionate about women’s financial independence. What are the most pressing challenges you think African women still face in entrepreneurship?
One of the biggest challenges is access to capital, to networks, and to trust. So many African women have brilliant ideas, but they’re not seen as investable simply because of gender bias. Then there’s the burden of navigating cultural expectations. Society expects women to build empires, raise families, and still shrink themselves. It’s exhausting.
Entrepreneurship becomes even harder when you’re doing it in a society that questions your right to dream big. And finally, we can’t ignore the structural issues, like lack of infrastructure, policy support, or safety nets, that affect how far a woman can take her business. These barriers are real, but they’re not impossible to overcome.
You’ve spoken at global platforms like Harvard and the Forbes Women’s Summit. How do you use those opportunities to amplify the stories of women in Africa?
I carry their stories with me because I know I don’t stand on that stage alone. I always speak from lived experience, not just mine, but the women I work with through Yerwa Secrets. I use those platforms to reframe the perception of African women, not just as survivors, but as creators, innovators, and leaders.
I try to show that impact and elegance can come from the same place. That the world should take notice, invest, and truly listen. These moments aren’t just about visibility, they’re about responsibility.
What does “empowerment” truly mean to you?
Empowerment, to me, is a choice. It’s the ability to say “yes” to your own future and “no” to what doesn’t serve you without fear. It’s not about handouts or even visibility. It’s about having the resources, the dignity, and the freedom to make decisions for yourself.
Whether that’s earning from your home in Borno or running a global fashion business, empowerment is about options. And once a woman has that, she doesn’t just change her life, she changes generations.
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Sustainability & future plans
The fashion and beauty industries are evolving fast. What shifts excite you the most right now, and how are your brands adapting?
I’m really excited by the shift towards meaningful consumption. People now want to know the story behind what they wear or use. They care about craft, origin, and impact, and that’s exactly the space Timabee and Yerwa Secrets were designed to occupy.
We’re not just selling accessories or scents. We’re offering heritage, identity, and empowerment. Our brands are adapting by staying intimately connected to our customers, telling our stories authentically, and using our platforms to reflect culture with elegance. We may be small, but our agility allows us to move with purpose, not just follow trends.
Sustainability is becoming a core conversation across both the fashion and beauty industries. How do you interpret or approach sustainability through your work at Timabee & Yerwa Secrets?
For us, sustainability starts with people. At Yerwa Secrets, it means sourcing raw materials ethically and creating income for women who need it the most — like a vendor in Maiduguri whose incense work now feeds her family. That’s sustainability in action.
With Timabee, it means producing in small batches to avoid waste and honouring craftsmanship over mass production. To me, sustainability is not only about the environment; it’s about building systems that last, uplift, and respect everyone involved. As African beauty entrepreneurs, we have the power to define sustainability on our own terms rooted in community and longevity.
As a creative entrepreneur, how do you stay inspired and continuously evolve your brand vision?
I stay inspired by listening to culture, to women, to the stories around me. I’m constantly observing how beauty and resilience show up in everyday places. Travel helps, too. Seeing how women in different countries balance tradition and ambition always refuels me. But more than anything, I’m inspired by the women we work with. Watching their confidence grow because of the opportunities we’ve created reminds me why I started. My vision evolves because they evolve. That connection is everything.
Personal reflections & leadership
You’ve achieved so much already — Forbes feature, global speaker, award-winning designer. What does success mean to you now, and has that definition changed over the years?
In some ways, my early idea of success still matters. I’m proud of the press, the financial milestones, and the recognition. Those moments meant a lot, especially when I was just starting out and needed to prove to myself that I could build something real. But over time, success has deepened. It’s no longer just about being seen. It’s about what my work allows others to see in themselves.
Today, success is knowing that a woman can earn an income from her home and preserve her dignity because of something I helped build. That kind of impact gives everything else more meaning.
The definition evolved, not by replacing the old one, but by adding purpose to it.
What role do faith, family and mentorship play in your journey as a woman building two purpose-driven brands?
As a Muslim woman, my faith is my compass. It shapes not only how I lead, but why I lead with integrity, intention, and service at the core. It reminds me that what I build isn’t just for profit, it’s for purpose and lasting impact.
My family, especially my mother, grounds me. Watching her navigate challenges with strength and grace shaped my deep commitment to women’s dignity and financial independence. Mentorship has also been a blessing. I’ve had people believe in me long before the recognition came. That support changed everything.
Today, I try to offer that same belief to others, especially women who just need a door opened because faith teaches me that lifting others is part of the work.
What’s your advice for young Nigerian women who want to build fashion or beauty empires but feel unsure where to start?
Start small, but start with intention. You don’t need a showroom or a viral launch. You need clarity on why you’re doing it and the courage to begin with what you have. Don’t wait for perfection, it doesn’t exist.
Also, know that your voice and heritage are your power. The world is looking for authenticity, not imitation. Build slowly, stay true, and keep showing up even on the days you doubt yourself. You don’t have to have it all figured out; you just have to start.
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Get to know Fatima Babakura
Go-to fragrance that makes you feel powerful?
#40 by Yerwa Secrets — our very first creation. It’s bold, nostalgic, and grounding. It reminds me of where this journey began.
A design detail you’re most proud of from your latest collection?
The custom crystal on our Doko bag. It’s elegant and instantly recognisable, inspired by Lagos women and their owambe culture. It brings back memories of my mother and her friends, dressing up in dazzling shoes and purses.
One word that describes Timabee?
Statement.
One word that describes Yerwa Secrets?
Rooted.
A self-care ritual that keeps you grounded?
Lighting incense in the morning before diving into work. That quiet moment helps me centre myself and start the day with gratitude, focus and intention.
A quote or mantra that’s stayed with you?
“Whatever is worth doing at all is worth doing well.” It reminds me to lead with excellence, especially in the little things, because those small details are what build lasting impact.
