From a side hustle born in high school hallways to a remarkable luxury hair business, JL Wigs is built on passion, precision, and the conviction of a woman who knew to trust her calling.
Today’s founders are often earmarked by their grandiose mythologies and carefully rehearsed entrepreneurial arcs. In exceptional contrast is Jennifer Adebonojo, founder of JL Wigs, who anchors her vision in honesty and authenticity. “I’m a mother of two who decided to quit her job in oil and gas to pursue her passion for hair,” she says. This grounded clarity is the core of JL Wigs, a luxury hair brand pushing beyond beauty, and making women feel seen, confident, and cared for.
Early beginnings: Hair, instinct, and the birth of JL Wigs
From her early days in secondary school, Jennifer immersed herself in hair and wigs. She cut, styled, and experimented with every piece of hair she could lay her hands on. Never following a stringent plan, her business grew organically. What began as a hobby evolved into a side hustle in 2016 and transformed into a full-fledged business by 2019.
The turning point arrived unexpectedly. After years of working on others, Jennifer crafted a wig for herself; when she stepped out, compliments kept rolling in. “People kept asking where I got it from,” she recalls. That simple yet affirming moment transformed an idea into a viable business.
From the very beginning, Jennifer has approached her brand with rare intentionality — every decision considered, every detail deliberate. JL Wigs, an abbreviation of Jen’s Luxury, is a name that makes no apologies and leaves no room for doubt. At its core is a singular commitment: uncompromising quality.
Rather than chasing fleeting trends or succumbing to the lure of mass production, Jennifer chooses discernment. Each piece is thoughtfully crafted, designed not merely to be worn, but to transform. The result is more than a wig — it is an extension of a woman’s presence, a statement of elegance, confidence, and elevated self-expression.
This philosophy is exactly why JL Wigs goes beyond sales by prioritising wig care, revamping, and maintenance as integral parts of its brand. What truly sets JL Wigs apart is their obsession with detail. Not a single wig leaves the store without personal input from Jennifer. Even when staff insist that a flaw is unnoticeable, she disagrees. “If I’ve noticed, it needs to be fixed. I can’t sell something I’m not completely satisfied with,” she insists.
That same meticulousness extends to her clients. She nurtures personal relationships with nearly all of them, providing guidance, advice, and support whenever they need it.
Representation, transparency, and redefining beauty standards
This precision shines through in JL Wigs’ first campaign, where she deliberately chose to feature Nicole Chikwe, founder of The Mummy Summit, a community for Millennial mothers, and Eki Ogunbor, founder of Kisara, a luxury handbag label. “They are extraordinary women; bold, confident leaders in their industries,” she states. “They embody the feelings of power and assurance that Jen wants women to experience while wearing JL Wigs.”
Jennifer highlights the importance of representation and authenticity in beauty. She points out how the beauty industry often perpetuates misrepresentation and unrealistic standards that easily seep into our subconscious.
In an industry filled with myths, she, as a Black woman, quickly dismantles one of the biggest: the notion that good hair doesn’t shed or tangle. “Of course it does,” she asserts. “It all comes down to care. Just imagine neglecting your natural hair; what do you think would happen?”
She advocates for a celebration of transparency and honesty, encouraging women to take pride in themselves while providing a realistic understanding of hair care.
The woman behind JL Wigs
Behind the business, Jennifer is shy and reserved, traits that the industry has gently softened. Her daily routine begins with morning prayers alongside her sons. Between school drop-offs, the gym, which she never skips, work, and family dinners, Jennifer enjoys winding down with a good show.
Her personal mantra reflects patience and trust: everything happens at the right time. Sometimes delays, she believes, are protection. This approach allows her to see setbacks not as failures, but as protective delays that ultimately shaped her mind and desires.
Her passion, coupled with her guilty pleasure for versatile hairstyles — an easygoing bob for casual days or the elegant body wave for special occasions — has been instrumental in her growth.
Creating a physical home for JL Wigs
In a digital-first era, opening a physical wig parlour was a financial risk. Hair, she believes, must be seen, felt, and tried on. But Jennifer argues that what a client thinks she wants isn’t what truly suits her — and that’s where expertise comes in.
Located at No 10 Emma Abimbola Cole, Lekki, Lagos, Nigeria, the store has become a lucrative endeavour. The space has naturally evolved into a community — clients bonding with one another, friendships forming simply because they share the brand.
She expresses that this was always what she envisioned: “Walking into JL Wigs, watching women feel excited. Leaving, and seeing them extremely satisfied.”
Lessons, balance, and looking ahead
One of her hardest lessons is focusing on what works for her. The haircare business is oversaturated, so she faces the challenge of creating a brand in an industry filled with sellers.
She resists the pressure to expand too quickly and even turns down orders when necessary. “It’s not all about the money,” she says. “Hair is my passion. I need to keep enjoying it. I need to create an identity.”
Interestingly, overwhelm doesn’t figure into her story; balance does. So does faith. “I do my best and leave the rest to God,” she says. To her, failure has never been an option.
As she imagines the future, she remains clear-eyed and hopeful. She dreams of bigger spaces, a larger JL Wigs community, and possibly more branches. Above all, she focuses on the continuous evolution of her skill, craft, and care.
Constantly surrounded by fast beauty and fleeting trends, Jennifer aims to remind everyone that hair is personal. JL Wigs emphasises that while luxury is about appearance, it’s equally about the feeling it evokes. She believes in taking the time to ensure that every piece feels just right for every woman.
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