In a vibrant Dakar workshop humming with the rhythm of sewing machines and rich with African fabrics and leather, Niénia Gollé founder Ibnou Khayri Ismael BA is sewing more than handbags—he’s stitching opportunity.

Senegal’s fashion industry is quietly booming: the broader fashion market is expected to generate US $66.7 million in revenue in 2025—and growing at 2.15% annually. The luxury fashion segment alone is projected at US $10.6 million by 2025.

Meanwhile, youth entrepreneurship is surging in response to economic need—almost 60% of Senegal’s population is under 20, and in Dakar, youth unemployment hits 31%.

Against that backdrop, Ibnou isn’t just launching a bag brand—he’s building a movement rooted in Senegal’s culture, driven by young talent, and designed to deliver real impact from the inside out. He plans to build Africa’s first handbag manufacturing factory. “If a bag can tell a story, create jobs, and redefine fashion, why wouldn’t we do it?” he asks.

The vision is clear: By 2041, Ibnou aims to have an NG bag in every office and home in the world.

From hustler to business builder

Like many young Africans, Ibnou didn’t start with a roadmap; he began with a hustle. Before NG, he launched Afrique Online, a local start-up making wax and leather bags using Senegalese materials and artisans. “Afrique Online was my testing ground,” he says. “I learned the hard way that passion isn’t enough. You need structure.” At first, things were messy. He handled everything himself – from production to sales to cash flow. “There was no real system,” he admits. “Sales, incoming, outgoing, it was all mixed up. I had money in Orange Money, Wave, the bank… and no way to track any of it.” That changed when he joined the Anzisha program. Through Anzisha, he learned the power of systems and discovered a game-changing tool: cash-tracking tables.

“They saved me,” he says. “Before that, I had the idea to track money, but didn’t know how. Now I can see everything clearly – what I have, where I have it, and what’s coming in and out. It’s saved me so much time and helped me take real control.” From then on, everything clicked. His revenue started to stabilise and he began laying the foundation for a bigger vision: a full-fledged brand with African identity at its core.

NG: Not just a brand but a statement

Niénia Gollé was officially founded in 2024, with its headquarters in Dakar, Senegal. The name itself evokes a sense of pride and authenticity. NG is all about originality, innovation, and adaptability, and, most importantly, creating products that are “not like the others, for people not like the others.”

Handbags account for 80% of NG’s revenue, but Ibnou’s ambitions reach much further. “We’re not here to imitate Paris or Milan,” he says. “We’re here to show that African craftsmanship is luxury. That our stories, our style, and our skills belong on the global stage.”

The NG team, now between 11 to 50 employees, is driven by more than just profits. Their mission is to boost Africa’s secondary sector, elevate the status of local artisans, and shift the world’s view of African-made products.

“We want to build the first handbag manufacturing plant on the continent,” says Ibnou. “This isn’t just about fashion, it’s about proving that African industry can scale, employ, and lead.”

Behind the scenes

Though young, Ibnou runs NG with serious leadership maturity, and he credits his team and mentors for helping him stay grounded and decisive. His co-founder, Olivier, plays a crucial role in the business. “Olivier’s style is collaborative and focused on listening. He’s always analysing situations, asking the right questions. Sometimes he just gives me the right idea at the right time. It’s like he hands me decisions on a silver platter.”

Another pillar in Ibnou’s journey is his coach, whom he describes with warmth and gratitude. “Sheila listens, really listens. Every session starts with: ‘How are you? What’s really going on?’ I can talk for 30 minutes straight, and she doesn’t interrupt. Then she gives me clarity, pushes me, and helps me solve things step by step. During some of the hardest moments in the business, she was there.”

This mix of collaborative leadership and intentional mentorship has shaped Ibnou into a resilient founder who knows how to ask for help and take responsibility.

Staying balanced

Despite the demands of entrepreneurship, Ibnou makes time for the things that refuel him: football and reading. “Football clears my mind,” he says. “It’s where I reset. Business is intense; it never stops. So being on the field helps me stay focused and sharp.”

When he’s not managing orders or designing new products, you’ll find him deep into personal development books. “Reading is how I level up. I don’t have an MBA, but I’ve learned more from books and mentorship than any classroom could teach me.”

This mix of sport, self-education, and business keeps him grounded and forward-looking, a key part of what makes NG’s journey both real and relatable to other young founders.

A movement in motion

Today, NG is becoming more than a business. It’s turning into a community of dreamers, doers, and cultural advocates. “Now NG is more than a brand; it’s a movement,” he says.

It’s also a tribute. “We exist to honour all the artisans who’ve contributed to Africa’s growth – those who’ve never been celebrated, but kept things moving behind the scenes. NG is their stage.”

For Ibnou, every bag tells a story – not just of heritage, but of resilience, ambition, and a future that’s proudly African.

Advice to young entrepreneurs

“Start with what you have, but don’t stay stuck in the hustle. Learn systems. Track your cash. Build with people who listen to and challenge you. And never stop learning, even if you’re broke, you can still grow.” His message is simple but powerful: You don’t have to be loud to lead. You don’t need big money to build big dreams. What you need is clarity, consistency, and a deep belief in your vision. From Dakar to the world, Ibnou is doing more than selling bags. He’s stitching together a future where African culture, business, and pride rise hand in hand.

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👉 Want to see more of Ibnou’s story? Watch The Journey Season 3 to follow his story and get inspired to build your own impactful business.