Discover how Eni Awoyemi built feYi Flowers, blending creativity, heritage, and entrepreneurship to redefine floristry while amplifying underrepresented voices.
This month, ORS Haircare celebrates the visionary talent of Eni Awoyemi, the founder of feYi Flowers. Combining her East London roots, Nigerian heritage, and unstoppable drive, Eni is redefining the floral industry for a new generation. Named after her daughter, feYi Flowers isa brand built on love, creativity, and a mission to amplify underrepresented voices. Eni’s inspiring journey from corporate life to entrepreneurship reminds us that with passion and perseverance, we can bloom wherever we’re planted.
Where do you call home?
I was born in London but spent nine years of my life in Nigeria, which holds a special place in my heart. The culture instilled in me during that time makes Nigeria a home I deeply cherish. I’m an East London girl through and through. Growing up, trips to Upton Park High Street for groceries were a necessity, and those experiences shaped me.
What does your typical day look like?
My days are always busy – especially as a mum to a toddler! I’m in go-mode from the crack of dawn. After getting my daughter ready and dropping her off at nursery, I head to the lower market to pick up any extra supplies. Then, it’s off to the studio to meet my florists and start arranging flowers for the day’s orders. I’m also juggling meetings with brands, clients, and influencers while coordinating site orders so my team can start packaging. I usually take the lead on packaging, as we’re still refining our processes, and I want to ensure everything runs smoothly.
Once the orders are packed and collected by the postman, we clean up and turn our lower waste into compost. Then I dash off to pick up my daughter, cook her dinner, and do bath time and bedtime stories.
Most nights, I fall asleep next to her! If I stay awake, I unwind with TikTok or catch up on work, but that’s a luxury. By then, I’m usually exhausted—but I wouldn’t have it any other way.
How did you come to be the successful entrepreneur you are today?
I wouldn’t call myself successful yet, but that’s the goal. I’ve always been a serial side hustler. From 16, I worked in retail during college and University to fund my passions. I loved media and used my first salary to buy a camera, filming music videos for up-and-coming artists. This led me to create YouTube channels and eventually working in TV with Sky and Channel 4 after university. Even in corporate roles, I kept side hustling, developing business ideas with friends, despite having no clue what we were doing. Many succeeded, proving I could one day become a full-time entrepreneur.
What does your typical creative process look like?
Honestly, when I have an idea, I make it happen- there’s no stopping me. If inspiration strikes at 3am, by the morning I’ve likely already sketched out a plan to bring it to life. This drive and immediacy are what I believe makes each of my ventures unique. I thrive on quick turnarounds, taking an idea from concept to execution in record time. I don’t dwell too long on the “what ifs”; instead, I focus on action and results. Once I’ve seen an idea come to fruition, I’m already excited to move on to the next project or campaign. For me, this fast-paced approach keeps things fresh and innovative. It’s not just about having ideas; it’s about maintaining the momentum to make them happen.
What inspired you the most when starting out in your career?
My daughter was my biggest inspiration. She didn’t exist back then, but I always knew I wanted to have one. As someone who struggled with PCOS, I knew having a child might be incredibly difficult. A big part of my drive in my career came from the belief that I’d need to save for IVF or other treatments to make my dream of motherhood a reality. It became my long-term goal, and because of this, I pushed myself harder than ever. In 2022, I was blessed to have my daughter naturally. She remains my greatest inspiration. She’s the reason I started feYi Flowers, named after her – “Feyi” meaning ‘my joy’. Every day, I work hard to build a brand she can be proud of and to be a role model she can look up to.
What makes your business unique?
Have you ever seen a Black woman at the centre of a loral campaign? Or a loral brand targeting Gen Z? Probably not. With feYi, I aim to change that by marketing to today’s women in a way the traditional loral industry doesn’t. It’s an outdated, gate-kept space that makes it hard for new voices to break through.
Our flowers don’t just target an overlooked demographic, they stand out on their own. Each bouquet is uniquely wrapped in designs that reflect individual styles and aesthetics, adding a personal touch to every delivery. It’s floristry, reimagined for a new generation.
How does being a Black woman influenced your career?
Being a black woman in my career has had its ups and downs, particularly during my time in corporate roles. I’ve held senior positions, which were empowering, but it often came with the added pressure of constantly proving I deserved my title and salary–unlike others who could focus on their work and still receive the same recognition. That said, it’s crucial for us to remain in these spaces, so young Black girls can see what’s possible. Now, as an entrepreneur, I love leading and shaping my own path. However, I’m in an industry where black women face significant barriers.
How does your hair play a part in how you express yourself?
I love how versatile my hair is and how it allows me to express myself in so many ways. As a creative, I enjoy changing my hairstyle from time-to-time—it’s such a beautiful way to re lect my mood, my personality, or even just the season. My braids are for when I’m in boss mode, my wigs are for those on-the-go moments when life feels a bit chaotic, and my updo in a bun is for when I’m most relaxed and embracing my feminine aura.
What advice can you give to other black women and non-binary people?
Use your voice. I did, and it changed everything.
Where can we find you?
Instagram | @feyiflowers
Website | www.feyi.co.uk
