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You\u2019d probably think that launching a new business in the middle of a pandemic wouldn\u2019t be the most \u201creceived\u201d idea, but for Temidayo Adedokun, she accepted the challenge. In 2020, Temidayo launched Ade + Ayo, a collection of beautifully crafted pieces that make the African aesthetic practical for even the littlest among us. Her pieces keep things modern and affordable for parents, too.

Interestingly enough for Temidayo, she\u2019s no stranger to the entrepreneur world as her parents paved their own way, although they encouraged her to take a more \u201ctraditional\u201d path. And for her, that was law. While attending Yale for her studies, during her second semester, she became dissatisfied with the path she\u2019d chosen. After Yale, the future entrepreneur decided to pursue corporate law to pay off debt (so relatable!), but ended up hating it and leaving that firm after nine months because she felt like she sold her life to the firm.

Upon trying to figure things out and working at a boutique law firm, Temidayo became pregnant with her first baby. She immediately became hooked on watching YouTube videos and finding ways she could bring Nigerian and African culture into her son\u2019s life. After searching on Etsy and other places, she couldn't find what she was looking for, which was African prints and colors on soft fabrics, that she\u2019d feel comfortable putting on a baby, but also felt modern.\xa0

Enter Ade + Ayo.\xa0

Here\u2019s what you\u2019ll learn about Temidayo and her business from this episode:

• How the plan to work at the firm while working on Ade + Ayo on the side, until it got enough traction didn\u2019t quite happen
• How she learned effective e-commerce while simultaneously becoming a mom
• How she positioned herself for years to be in the position she\u2019s in today

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Links mentioned in this episode

• Ade + Ayo Website
• Facebook Elevate
• The E Myth: Why Most Businesses Don't Work and What to Do About It

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