Miss Chanel Asafo-Agyei can best be described as a serial entrepreneur! In 2014, then aged twenty (20) and a second-year student of the Greenwich School of Management pursuing Business Management with Travel and Tourism, the British born of Ghanaian descent launched her hair company, “Cheveux De Nelly”, translated into English as “Hair by Nelly”.
She built one of the most sought-after businesses and an enviable hair brand of choice popular amongst African and Caribbean youth and young adults across the United Kingdom. Whilst juggling her studies and thriving business, she picked up a part-time role with the clothing brand, H&M, which will eventually lead to her interest in the fashion business.
In 2018, inspired by the French branding of her first business, she launched “Maison De Nelly” with the goal of making fashion more accessible to women in Ghana. What started as a simple idea quickly grew into a trusted brand that connected customers with stylish and affordable clothing. Currently, her business has evolved beyond fashion retail and providing personal shopping and luxury sourcing services for clients across Ghana, Nigeria, and the UK.
I recently met with Miss Asafo – Agyei in the heart of London for breakfast on the sidelines of an international business summit we were both attending. We had an enlightening conversation from the start of her entrepreneurial journey, the evolving business landscape in Ghana and the United Kingdom, opportunities for small business and the concept of private shopping consultants.
According to Chanel, entrepreneurship has always been part of who she is, as a proud Ghanaian from Kwahu (OBO), a town renowned for producing some of Ghana’s most successful entrepreneurs. She grew up surrounded by people who understood the value of hard work, resilience, and creating opportunities for themselves. Her business journey started in 2012 selling hair extensions while working in luxury retail in London.
“I worked for prestigious brands such as Harrods, Harvey Nichols, Louis Vuitton, and other luxury fashion houses. Although I enjoyed working within the luxury industry, I always had a passion for building something of my own. That led to Cheveux De Nelly and after work, I would spend my evenings and weekends serving customers in the UK, Ghana, and other countries through my hair business. In 2018, I moved to Ghana and during my time there, I noticed a significant gap in the fashion market. Many stores were selling fast-fashion brands such as Fashion Nova, PrettyLittleThing, and Boohoo at exorbitant prices. I saw an opportunity to provide fashionable clothing at more affordable prices while still maintaining quality and excellent customer service. That vision led to the creation of “Maison De Nelly”, she revealed.
Leveraging the knowledge and relationships she built during her years in luxury retail, she currently helps her clients to source exclusive items from Harrods and other luxury brands, giving them access to products they may not otherwise be able to obtain easily. She attributes the success of this venture to a great working relationship with her Ghana based business partner, Nana Afia Kobi.
At its core, personal shopping is simply about getting tailored assistance in selecting and purchasing clothing or other lifestyle items. It is like having a knowledgeable friend who knows your tastes, understands your needs, and helps you find exactly what you are looking for without wasting time. Personal shoppers help with everything from assessing wardrobe gaps to finding pieces that fit your budget and personal style.
“For me, a personal shopper is not someone who urges people to buy a closet full of designer clothes, instead, a task to curate a functional, stylish wardrobe that is affordable and reflects the client’s individual taste. A misconception about personal shopping is that it is a gateway to unnecessary spending, but a good personal shopper can work within your budget to find the best quality pieces, sometimes even scoring deals or finding affordable alternatives to popular trends. Personal shoppers often have insider knowledge of sales, discounts, and hidden gems that the average shopper might overlook. A personal shopper can help you save money by choosing versatile, well-made items that won’t need to be replaced often. Instead of wasting money on fast fashion, you end up with a few key pieces that will serve you well for years”, she emphasized.
She debunked that the idea that personal shopping is only for the rich and famous is an outdated misconception. Today, personal shopping has evolved to become accessible and affordable, and it is a great tool for anyone looking to build a functional, stylish wardrobe without breaking the bank. For young professionals, personal shopping can be a game-changer by saving them time, money, and stress while helping them feel and look their best. When working with a personal shopper, you do not need a celebrity budget to benefit from professional style advice.
Miss Asafo-Agyei has actively been a personal shopping consultant for the last six years and built incredible relationships with her clients in Ghana, Nigeria and the United Kingdom, including business owners, entrepreneurs, young professionals and students. She highlighted a key value proposition of personal shoppers including reclaiming time and reducing decision fatigue, through highly curated concierges, transforming standard errands or shopping trips into personalized, stress-free experiences while granting exclusive access to hard-to-find items and expert styling.
Story by Chris Koney
Chris is a thought leader in Marketing Communications, Stakeholder Relationship Management Professional and International Cooperation Specialist. Over the last fifteen (15) years, he has made tremendous impact within Africa’s corporate communications and creative arts sectors. He can be reached at chriskoney@gmail.com / +233 20 854 1480.