There are entrepreneurs who follow trends, and then there are those who create them. Alexander Amosu belongs firmly in the latter category. From the moment he launched his first business at just 12 years old, it was clear he was wired differently — restless, inventive, and unafraid to disrupt the norm. By his twenties, he had built the UK’s first Black-owned urban ringtone company, selling it for millions and cementing his place as a young pioneer.
But Amosu didn’t stop there. He went on to design diamond-encrusted phones that made headlines around the world and crafted the world’s most expensive suit, woven with 22-carat gold pinstripes — a Guinness World Record that underscored his flair for turning the ordinary into the extraordinary.
Today, his boldest venture yet is Lux Afrique, the platform that has redefined Africa’s engagement with the global luxury market. From the celebrated Lux Afrique Polo Day in London to the recent Lux Afrique Jewellery, Watch & Home Expo in Lagos — Africa’s first international luxury lifestyle exhibition — Amosu has positioned himself as the bridge between global prestige and African sophistication. At the heart of his journey is a simple mission: to challenge outdated narratives and prove that Africa is not just a consumer of luxury, but a creator of it.
You launched your first business at the age of 12. What was driving you then, and how did that early start shape the kind of entrepreneur you became?
At 12, I didn’t think of myself as an entrepreneur. I just wanted to solve a problem and create value. Back then, it was music and ringtones, and the drive was simple curiosity and a hunger for independence. That early start taught me resilience and resourcefulness. It showed me that if you dare to start, even with very little, you can build something meaningful. That mindset has stayed with me in every venture.
You’ve designed diamond-encrusted phones and the world’s most expensive suit. What was the creative spark behind those projects?
The spark was always about pushing boundaries, taking something ordinary and elevating it to the extraordinary. A phone, for example, is a necessity. But what happens when it becomes a piece of art? The same with a suit. I wanted to challenge perceptions of luxury, to show that imagination and craftsmanship could merge in unexpected ways.
Of all the innovations you’ve been part of, which one do you consider the boldest?
The boldest has to be launching Lux Afrique. It wasn’t just a product or a moment; it was about creating an entire ecosystem for luxury in Africa, where none had existed in that form before. That was a leap of faith into uncharted waters.
Moving from technology into luxury was a bold leap. What convinced you that it was the right direction?
I realised that technology is about innovation, and luxury is about storytelling. Both industries thrive on imagination, aspiration, and pushing limits. What convinced me was the clear demand. Africa had wealth, sophistication, and culture, but global luxury often overlooked the continent. I wanted to change that.
When you founded Lux Afrique, what gap in Africa’s luxury market did you see that others perhaps overlooked?
The gap was simple: access. African clients were spending billions abroad because luxury brands had not created strong presences at home. There was no central hub, no curated luxury ecosystem on the continent. Lux Afrique was born to bridge that, to connect global brands with African clients directly, and celebrate African luxury culture at the same time.
Do you believe Nigerians define luxury differently compared to Europeans or Americans?
Yes, absolutely. Nigerians view luxury as both a statement and a celebration. It’s not just about possession, it’s about visibility, pride, and experience. Europeans may lean towards heritage, Americans towards innovation, but Nigerians infuse luxury with culture, vibrancy, and personality. It’s aspirational, but also deeply expressive.
Lagos is a city of extremes, immense affluence and visible struggle. How do you reconcile those contrasts when promoting luxury here?
Lagos is a microcosm of Africa, contrasts and contradictions everywhere. For me, luxury isn’t about ignoring the challenges; it’s about creating opportunities. Every luxury event we host also supports local employment, artisanship, and hospitality. Promoting luxury in Lagos shows that Africa deserves the same stage as anywhere else, while recognising that we must also uplift communities in the process.
The Lux Afrique Jewellery, Watch & Home Expo was indeed a success. Why did you decide the time was right for such an event?
Because Africa is ready. The wealth is here, the appetite is here, and the world is finally recognising Africa as more than an emerging market; it’s a leading market. The timing was perfect. Brands are looking to expand, and Nigerian clients are demanding global luxury experiences locally.
Why was Lagos the natural choice as host city for Africa’s first international luxury lifestyle exhibition?
Lagos is Africa’s cultural capital. It’s the city that never sleeps, full of energy, ambition, and sophistication. It has the highest concentration of HNWIs in West Africa and is a natural gateway for the continent’s luxury growth. If you want to launch a movement in Africa, you start in Lagos.
What collaborations and partnerships were you most excited about for LAJWH?
Working with Bonhams for the live auction was a highlight; it showed the world that global institutions believe in Africa’s potential. I was also excited by our collaboration with Rolls-Royce, an iconic brand whose presence reinforced the level of prestige we want the Expo to represent. And of course, the luxury brands showcasing in Africa for the very first time, each partnership told a story of inclusion, expansion, and confidence in Africa’s luxury market.
Beyond showcasing wealth, what do you want the Expo to say about Africa to the world?
That Africa is not just a consumer of luxury, but a creator of it. We have craftsmanship, innovation, and taste that deserve global recognition. The Expo is about shifting the narrative, from Africa as an afterthought to Africa as a leader in the luxury conversation.
Who or what inspires you when you think about the future of luxury in Africa?
I’m inspired by the new generation of African creatives, designers, and entrepreneurs. They are fearless, innovative, and unapologetically African. They are redefining what luxury means, blending tradition with modernity. They remind me that the best is yet to come.
If you could give your 20-year-old self one piece of advice about building a career in innovation, what would it be?
I’d say: Be patient, but relentless. At 20, I thought success had to happen overnight. What I’ve learned is that great things take time, but consistency and persistence will always pay off.
When people look back on your career years from now, how would you like to be remembered: as an entrepreneur, a pioneer, or as someone who redefined Africa’s place in the luxury conversation?
I’d like to be remembered as someone who redefined Africa’s place in the global conversation, not just in luxury but in possibility. An entrepreneur, yes. A pioneer, maybe. But most importantly, as someone who opened doors and proved that Africa belongs at the highest tables in the world.
