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An African hustle story: Wilglory Tanjong ditches Capitol Hill and spearheads Anima Iris
Words Uyi Ilenbs
Wilglory Tanjong, who was voted most likely to succeed in high school, is set to turn Anima Iris, her 2-year-old baby into a million-dollar empire after receiving the Beyoncé and Insecure stamp of approval. Based in Senegal and Philadelphia, and stocked in major retailers Nordstrom and Revolve. Wilglory, the young entrepreneur sat down with WOTC to discuss her academic background, Anima Iris, team culture, and foundational relationships.
The burgeoning luxury handbag brand has taken the fashion world by storm, with its innovative concepts, originality, and strong brand identity featured onscreen, in publications, and on the arm of the iconic Beyoncé. Her hopes of working on Capitol Hill and in government were put on hold after she spent her student years as an activist at Princeton University. She spoke openly about the devastating loss of her mother and how education at the time enabled her to be stabilized. Now a graduate and working in corporate America, her stability was put to the test. An overachiever at heart, she needed to take a break to rediscover herself, find her calling in life and focus on her mental health. “I always felt like I had a greater calling in life, I don’t know what it is but I just always knew I wanted to be the kind of person that would impact and influence a lot of people. I can't explain why, I just always knew that about myself,“ she explains.
The Birth From a Nation
After reading an article discussing Africa being the world's youngest continent in terms of age, she began to wonder how other young Africans were pursuing their aspirations and making their own lives happen. After travelling to Ghana to learn about young Africans' perspectives through interviews and networking, the Cameroonian-born American created Anima Iris in 2020.
Despite having no prior experience in the fashion industry, Wilglory was able to connect with some of Africa's brightest minds and creators. She met artists from all across the continent through networking, but it was when she met photographer Hans Peter that the idea for Anima Iris was fully born. From a magazine cutout prototype, to overseeing artisans who handcraft each piece in Dakar, Senegal.
Team Culture
When working with different artisans, the young founder made it her focus to share trade secrets with each other, collaborate, and become united. "I could identify who created which bag," she recalls, "and that bothered me." Wilglory needed to create a fair playing field by implementing team training and a new system for allocating functions within the production line. She emphasised the significance of cultivating team culture putting individualism aside. “You are joining a team, we do everything together. There are no secrets here, we are here to support each other. Do not be afraid to ask questions. You know, we are all here for each other.” she continues. Coming from the diaspora, she bravely challenges how to do business in Africa, how to treat and pay people, and how to make them actually feel a part of something. The simple act of celebrating birthdays is just of of many ways she has been intentional about Anima Iris’s team culture.
It can’t be a simple task persuading someone to spend $600 on a handbag, but Wilglory’s transparency about her experience onher platform sharing behind-the-scenes produced a community of Iris’s. I asked Wilglory how difficult it is to stay relevant in today's fast-fashion society. “I have been fortunate enough that fast fashion brands have not copied us yet specifically Zara, I hope Zara do not betray me” she pleaded explaining half her wardrobe is from the rails of the retailer. “If I have to clear through my Zara ! I’m wearing Zara right now, Zara if you hear this lets collab it ain't nothing but a collab, if Zara betray me, what am I gonna wear?” she humors me.
She added that it would be difficult to imitate an Anima Iris bag since the product they have created is an in-house collaborative creation with years of knowledge and skill poured into it, but most importantly, you can't copy the brand's essence. The essence is centered on people, how they feel when they wear it, and with Wilglory spearheading it, their love for the work she does and what she stands for. "I can't be copied, I am one of a kind, my personality, my vision, my mind, all of that you can't copy, you have to be a step ahead, and I am ten" The confidencewas truly contagious.
#Beyonce Approved
A day she will never forget, the day Beyonce wore and featured a rare Anima Iris creation. The elation Wilglory expressed as we walked me through that fateful day was memorable sight. “I hope I get to meet Beyonce one day, I don’t even know what I will do because I admire her so much,” she admits. That day the loyal beehive swooped in and sold the website out, hours later the blue tick arrived.
Authentic Supporters
“People in your company matter and people in your life matter more than anything else.” With the support system Wilglory has around her, it's no surprise she has been able to take on the world the way she has. The combination of her friend’s and family not faced by all the glitz and glamour and them never lacking in patience, kindness it has created a judgment free zone allowing her to blossom into the woman she is.
One of her notable mentors she described as an authentic supporter and mentor mama, Maxine Clark founder of ‘Build a Bear’. When wilglory was in college she co-authored a book and Clark wasted no time in backing the young author by paying for the book to be published. As time passes the value of mentorshipand well-being become more and pivotal in her life. After going back into education her main goals right now is to finish school and become a full-time business owner outside of her academics.