The Story Behind Neela

If you’re here, you probably know us as Neela. But our story didn’t actually start with Neela.

It started with thrift.

I’ve always loved fashion. I love beautiful clothes, but even more than that, I love seeing how the right piece can make a woman feel beautiful and confident.

So I started small, carefully selecting and selling thrifted pieces. Somewhere along the way, what started as a business became something I genuinely loved doing.

And then I started wondering:

I decided to try.

I worked with a designer to create my first piece, shared it with my customers, and the response made me realise there was something here worth building.

On October 1st, 2024, I took that idea seriously and launched Luxe by Loveable.

I didn’t know exactly what the journey would look like, but over the next two years, we grew.

We created more pieces. We made mistakes. We learned. We changed things. We had ideas that worked and others that didn’t. And somewhere in between all of that, something I started from my love for fashion became a brand worn by women across Nigeria and beyond, with our pieces reaching Ghana, Côte d’Ivoire, Benin Republic, the UK, the US, Canada, and more.

That still means a lot to me.

But while the brand was growing, I was growing too.

I became more intentional about the clothes I wanted us to create, the women we were creating for, and how I wanted you to feel every time you received a piece from us.

The vision had become bigger than the brand we started with.

And I knew it was time for our identity to reflect that.

So, exactly two years after launching Luxe by Loveable, on October 1st, 2026, we began this chapter as Neela.

But I don’t want you to see Neela as us starting over.

Because we’re not.

Everything we learned, every woman who trusted us with her order, every piece we created, every mistake, every win, and every part of the journey brought us here.

Neela is the chapter we’re living now, built on everything we’ve been building together.

The passion is still the same.

The vision is just bigger now.