TheNiche Young Entrepreneur: As Eniola juggles regular job with online fashion store - TheNiche

Eniola Naomi Ayoade is successfully balancing a demanding 9–5 accounting career with the management of HerFit.ng, an online fashion store focused on women’s tops. The Kwara State University graduate launched the side hustle in August 2025 to create an additional income stream, demonstrating resilience in Nigeria’s competitive retail landscape. A former seller of men’s shoes, Eniola pivoted to women’s apparel after noticing a drastic drop in sales for footwear. She decided to niche down to comfortable tops, citing personal preference for casual wear and high market demand among ladies attending work and school. Currently, the brand owner operates out of Lagos State, though she hails from Ilorin, Kwara State. Capital acquisition was manageable for Eniola, supported by savings from her paid job and family assistance. However, she faced significant skepticism regarding the risk of investing savings into stock inventory. Breaking into the saturated market proved challenging, taking over a month to sell her first batch. Persistence paid off when she secured a major breakthrough order of 10 tops from a customer outside Lagos, even when her Instagram account had only 14 followers. Operational hurdles remain, including fluctuating prices and high transportation costs, which impact final pricing for customers. Despite the global trend of relocation known as Japa, Eniola maintains faith in the local economy, citing successful vendors on social media platforms. She plans to expand operations and eventually leave her regular job to focus entirely on the business.