Meet Iyin Akinlabi-Oladimeji

We recently connected with Iyin Akinlabi-Oladimeji and have shared our conversation below.

Iyin, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?

I trace my work ethic back to my mother – and to a deep sense of gratitude for the opportunities I’ve been given. My mom immigrated to the U.S. on her own and built a life for our family from scratch. I watched her navigate unfamiliar jobs, pursue new skills, and tackle challenges with determination, creativity, and unwavering belief that hard work could create a better future. Seeing that up close taught me that perseverance isn’t just a value – it’s a way of life.


That lesson was reinforced by the sacrifices of other family members who opened doors for me and believed in what was possible. Their support instilled in me a profound sense of gratitude – and that gratitude is one of my greatest motivators. I see my work not just as a way to build my own future, but also as a way to honor everything that’s been poured into me and to “pay it forward” by creating opportunities for others.


It’s that combination – the example of relentless effort and the responsibility that comes with gratitude – that keeps me showing up, dreaming bigger, and pushing forward even when things get hard. It’s why I believe in progress even in the face of obstacles, and why I’m committed to building something that outlives me.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’m the founder of Luji’s Chocolate, a company dedicated to crafting premium chocolate entirely in West Africa — starting from where the cocoa is grown. I started Luji’s to change a simple but powerful statistic: although over 70% of the world’s cocoa comes from West Africa, less than 1% of chocolate is actually made there.

What makes our work special is that we’re creating a new kind of chocolate story — one that centers African craftsmanship, culture, and creativity. Every bar is made locally using Nigerian cocoa and ingredients that celebrate the region’s rich flavors, like ginger, plantain, and suya spice. Our long-term vision is to build a more equitable cocoa economy by ensuring more of the value — and pride — stays where the cocoa originates.

Most recently, we re-launched our Spiced Suya Chocolate bars and unveiled our updated packaging and brand campaign, “Every Bar Tells a Story.” This campaign reintroduces Luji’s with a focus on storytelling – connecting our customers not just to great chocolate, but to the people and culture behind it.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

1. Patience and endurance: Building something from the ground up – especially across continents – takes more time and resilience than I could have imagined. A lot has gone wrong along the way, but learning to stay steady, move forward, and keep faith in the bigger picture has been essential. Progress often comes slowly, and endurance makes the difference between stopping and succeeding.

2. Reaching out to people : Luji’s wouldn’t be where it is today without the generosity of others. Every key milestone – from finding manufacturers to connecting with partners – came through people who shared advice, shared connections or helped open doors. Reaching out, asking questions, and being open to help has been one of the most powerful tools in this journey.

3. Systems thinking and organization
My background and work with Airtable taught me the value of building structure around creativity. Running a growing chocolate brand involves constant coordination – production, logistics, marketing, and sales all happening at once. Learning to create simple, organized systems has allowed me to move faster, stay focused, and keep the bigger vision on track.

What do you do when you feel overwhelmed? Any advice or strategies?

When I feel overwhelmed, I stop all the noise – literally. No music, no podcasts, no distractions. I just sit in silence and breathe. It’s my way of resetting and reminding myself that I can only tackle one thing at a time. Sometimes five quiet minutes can bring more clarity than hours of pushing through chaos.

My advice: find your version of “pause.” It doesn’t have to be meditation or journaling – it can simply be breathing, stepping outside, or sitting in silence. Creating space helps your mind catch up with your pace.

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