This Nigerian-Inspired Home Decor Brand Will Help You Live More Boldly
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Shop Small is a monthly series highlighting small business owners from diverse backgrounds. This series aims to go deeper than your typical product roundup, diving into the inspirational stories behind some of our favorite brands. By taking a behind-the-scenes look at how their shops came to be and highlighting the products they (and their shoppers!) love, we hope to put a deserving spotlight on these marginalized business owners.
Fashion often informs home decor, and Brittney Ifemembi’s career journey is proof. After graduating with a bachelor’s in economics from Northeastern University in the spring of 2018, she landed a summer internship with fashion designer Brandon Maxwell. The rewarding experience led to a full-time role and confirmed Ifemembi’s passion for design.
"Working at Brandon Maxwell was a transformative experience that taught me how to bring a luxury product to life—from concept to final execution," says Ifemembi, who also completed a master's in strategic design at Parsons. "I honed my skills in communicating with factories and mastering the intricate details of design and production."
After her studies, Ifemembi moved back to California to be closer to family. But decorating her new home was a challenge to say the least. "I was redesigning my space and struggled to find anything I liked," she recalls. "At the time, everything was either beige or bouclé."
Tired of the lackluster decor options in the market, Ifemembi launched Ifsthetic in 2022. The lively home decor brand is inspired by her Nigerian heritage. From throw pillows decked out in fringe detail to handcrafted brass coasters that double as wine holders, there’s no shortage of personality in every product. The brand's philosophy in a few words? "The art of being extra," she says proudly.
Here, Ifemembi shares how Ifsthetic’s product mix inspires people to “live boldly” and reveals what’s next for the brand.
ÌHÉ Soy Candle - Saharan Clay
ÌHÉ Soy Candle - Charcoal
ÌHÉ Soy Candle - Stone
Wugo Throw Pillow
Kaiba Coaster Set - Brass
Kaiba Candle Holder
What was the inspiration for Ifsthetic?
I’ve always been interested in fashion design, but didn't know I could do it for a living. I also loved business, so I ended up studying economics at Northeastern University and then after undergrad, I moved to New York and interned with the production team at Brandon Maxwell. They manufactured all the collections. I ended up getting hired, and it ignited my love for design.
The most rewarding moments at Brandon Maxwell were always seeing the customers’ reactions to the final product. Their joy and emotional connection to the pieces felt magical. That realization was a turning point for me: I could channel my creativity and passion into designing and crafting those moments of magic for customers in their homes.
What was the light-bulb moment that led to the launch of Ifsthetic?
My family is from California, so after the pandemic, I decided to move back to Los Angeles. I was on the East Coast for 10 years and needed to move closer to home. At the time, I was trying to redesign my space and was struggling to find anything I liked. Everything was either beige or bouclé. So, I just thought about designing my own things, since everything I really liked was also too expensive.
Who is Ifsthetic’s ideal customer?
It’s an artsy person, someone who wants to have fun and loves traveling. It’s someone who is starting to buy nicer things — things of higher quality. They see their home as a place to be invested in, and the items they choose go beyond just their functionality. They want items that spark joy. Even at this early stage of building your life, you should be able to have that.
Also, as a Black-owned business, sometimes people think, “Can I buy it?” And yes, everyone is welcome the same way other things are inspired by people’s cultures, whether it’s French or Japanese. Everyone can participate. My culture is just a point of reference for where ideas come from. It's not meant to alienate a customer base. I found this difficult in the beginning … trying to balance the cultural aspect of my inspiration, but also making people feel like they can participate, even if it may seem intimidating.
You explain Ifsthetic as “the art of being extra.” Can you elaborate?
"Ifsthetic" is a combination of the first two letters of my last name and the word, "aesthetic," which, to me, means living boldly. It's about being creative in the comfort of your own space. It’s when you’re the most luxurious. It's finding love during those small moments, whether it's your favorite pillow, a color that sparks joy for you, a texture that makes you feel relaxed or a candle to set the mood for when you're trying to wind down or get ready for the day.
It’s just being able to curate a home — a life that represents your personality to the fullest. It’s about having fun, mixing a lot of colors in a space and just forgetting the rules.
How does your Nigerian heritage inspire your brand?
I design from my own perspective. I pull inspiration from my family, our parties, my travels back to Nigeria — everything comes from my everyday life.
I’m also inspired by my grandmother. She’s always wearing a fun color or bright pattern, and when you meet her, she puts a smile on your face. She’s bubbly and the life of the party! She will chat any one up anywhere, and she loves dancing.
My Wugo pillow is inspired by her. It's bright and has fringe that represents movement — just like the way my grandmother dances. The very first one with burgundy and pink fringe is the first color I designed, and it’s inspired by her. It was actually designed with fabric she gave me. She had just gone to Nigeria, and I got a bunch of fabrics from her house and used them for the pillow.
What are some of your favorite products?
Our Wugo pillows are our most popular items. What I’ve heard from customers is that they put them in their house and people ask where they bought them. They say they have never seen a pillow like it. Some interior designers say the same thing — they just feel fun and fresh. Every time I see people interact with the pillows, a huge smile shows up on their face. That's all I ever want with my products. I want people to get excited and happy to see and enjoy them.
The coasters are also popular. They don’t just sit on your table — you can also rest a wine bottle on top of them. They’re a whole beautiful visual experience.
How do you find the artisans you work with?
I found many of the artisans during the middle of the pandemic. Some I met in Nigeria and others, over the phone. I just go off their energy. I find people to problem-solve with me to make a product. They’re the best kind of partners, because I’m learning, and they have the expertise.
What’s next for your company?
I want to expand the product line and create more home and life accessories. I’d like more tableware. We actually have some new products, like placemats, coming out. Hopefully, I’ll get more retail partnerships. We just launched at Wolf & Badger last fall. In addition to online, we’ll be in their Los Angeles store as well as their New York location in the next few weeks.
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