Women & Money is a monthly PiggyVest series that explores the relationship between real Nigerian women and money. This series sheds light on money, career and business from a female perspective.
For this month’s episode of Women & Money, we spoke to Chef Tolani (Diary of a Kitchen Lover), a 33-year-old culinary chef and food creator. In this conversation, she talks about her journey from food blogging to becoming a successful entrepreneur in the food industry, the importance of financial independence for women, and how she has built her brand by staying consistent and passionate about her craft.
If you had to give an elevator pitch about yourself, what would you say?
My name is Tolani, popularly known as Chef T., or Diary of a Kitchen Lover. I am a food businesswoman, one of Nigeria’s top chefs, and a food blogger.
Why did you choose food blogging?
My career in the food industry started with food blogging then expanded into other aspects of the food business. The food business is diverse but I need a gateway to venture into the industry.
Food is very diverse, you can find yourself through exploration. I’ve done different businesses in the food space while still running Diary of a Kitchen Lover; I am a private chef and I offer private catering for clients, I run cooking classes online and in person, I make food boxes for events, and I sell kitchen equipment. I’ve expanded into different aspects of the food industry while still enjoying food as a passion.
How did Diary of a Kitchen Lover start?
When I started my food blog, food blogging was still very formal and traditional. You had to visit a website to look up recipes or see food stories. Only a few people were blogging about food on social media. I loved food and sharing recipes so food blogging seemed the natural choice to explore both interests.
I started by posting my daily meals online, and my friends asked what recipes I used when making those dishes. I created Diary of A Kitchenlover, to share those recipes. I also always loved kitchens and kitchen aesthetics so I wasn’t only sharing about food, I also shared about the whole kitchen experience.
What was your relationship with money growing up and how has that changed as an adult?
Growing up, my parents did everything legitimate to make money. My father bought his first house in his 40s, not very common back then. It was only possible because he worked hard for every penny he earned.
I have a lot of respect for hard work and I believe money is a messenger. If you have money, you can go places and achieve things you never imagined. That belief has shaped my approach to work. You have to do everything in your power to stay financially buoyant. As long as you can, you should always work hard and strive to make money. Without money, you might not be able to achieve as much.
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At what point did you realize that your content could become a business, and how did you transition to a successful brand?
A few months after I started, I got contacted by a prominent food brand. They had an e-commerce website and were venturing into food. They reached out to me to create a recipe video. I didn’t know this was a thing that was possible, I was funding my content creation with money from my 9-5 salary. When they reached out to me, my first commission was ₦20,000. I thought this was a big deal because it was extra income on my salary.
Getting the payment was a turning point for me. It made me appreciate the potential of Diary of a Kitchen Lover. I wasn’t focused on monetising because I was still building my brand. I knew if I had a solid brand foundation, it would attract the right audience who would attract the right customers. It was affirming to have my beliefs validated in that way.
As a woman entrepreneur in Nigeria, how has financial independence influenced your journey?
I advocate for women to remain financially independent because we live in a society where people believe women cannot thrive without external control. I am always looking for ways to change this narrative and support more women as they figure out their financial independence. We are smart thinkers, and we don’t just think, we execute. We execute because we know each successful idea is one more step towards financial independence.
There are so many opportunities for women and we must explore as much as possible before we decide on a path. Everything I did before starting Diary of a Kitchen Lover prepared me for success when I pivoted to food blogging. I was a digital strategist for six years before I became a full-time entrepreneur. I was a brand strategist for different banks. I was a bridal makeup artist, one of the top Nigerian hair vendors between 2013 -2015, and I went to fashion school.
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It doesn’t matter if you are exploring a traditional, entrepreneurship or creative career, as long as you are doing it with passion and intention and empower yourself through skill acquisition, there is no limit to the success that you can achieve.
Your platform has grown tremendously over the years. How did you maintain consistency and build a loyal community around your content?
I always tell people, there are ways to build a community and still have a private life. I have a great personality and while my audience cannot experience me fully, I make sure what they experience is honest and vulnerable. I’ve been able to infuse my personality into my content. You’re not just experiencing my content, you are experiencing different aspects of me, all shared with positivity.
As I have grown, I have sought help. I now have a team of content creators and kitchen assistants that I have trained and professionals like a nutritionist, a content strategist and a procurement officer to ensure I can delegate important work and ensure the work doesn’t rely entirely on me to maintain consistency. I also try to stay in people’s faces. You’ll always find me on IG, TikTok and YouTube stories. Consistency has helped my visibility.
What are some money management hacks that have been useful in helping you stay on top of your finances?
Saving more than you spend is very important. Especially for people who don’t want to go into investment yet, or don’t have enough disposable income to invest. Focus on saving first, then invest from your savings. Research and explore investment options like mutual funds, real estate, and ETFs.
Make sure you are not living for now, you are never too young to invest or get smart with your finances. There has to be a reason why you are spending on certain items. Another way to invest in yourself is to invest in your craft. I invest in high-quality, expensive cookware for my kitchen because I know it is an investment in my brand that will yield profit.
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What challenges did you face while building your career as a content creator, and how did you overcome them?
When I started food blogging seven years ago, there weren’t many people working in this medium. Now, the industry is saturated. This was a problem because everyone seemed to be making the same videos. My solution to this was to differentiate myself.
I differentiated my brand by carving a niche for myself. I love the kitchen as an aesthetic space and I have made that a part of my brand. I sell kitchen cookware and offer advice on kitchen aesthetics and how to build a better kitchen. This, and my unique approach to food, has helped me set my brand apart and position me as a pioneer in this field.
How are you working towards financial freedom?
When I notice a weakness in my process, I seek external help from professionals who can help plug that lapse. I was so focused on honouring my passion for food, that I began neglecting the business side of running my brand. I brought in a business development professional to take that burden off me so I can focus on branding and creation and they can help me streamline and improve my business.
We have identified several projects that we either want to start, collaborate or invest in, to make the most of the goodwill and influence I currently have as an influencer. One of those projects is my culinary school which we are working towards launching next year. I have built the human capital, and now I am building a platform to share this knowledge. I also save what I currently make on Piggyvest, I have bought shares in our major banks during their IPOs and invested in some investment opportunities like forex and mutual funds.
What advice would you give to women looking to use social media and digital platforms to build their businesses?
Start with what you love. Fuel it with dedication and passion but do not neglect the financial aspects of your business. The world is going, and everyone’s on their phone. They want to be educated, entertained or inspired. Make sure whatever you venture into on social media is something of value. Controversy only sells for a short while before it loses value. Value is how to find and keep customers.
Stay consistent. You have to be stubborn about your craft and show up, on the days when engagement is low, on the days when motivation is low, and on the days when nothing works. Even when you can’t see your growth, others are watching and can see it. Your growth is only visible if you are consistent and it is that growth that will inspire the customers to take action and patronise you.
This month’s edition of Women & Money was created in partnership with BellaNaija and The She Tank as part of the #HerMoneyHerPower campaign.
