When most people think about luxury fashion, they imagine heritage labels, generational wealth, or huge celebrity backing. But Gbemi, the founder of British bridal brand Alonuko, started her journey in her bedroom—armed with little more than a sewing machine, passion, and a relentless work ethic.

What began as a hobby at age 18 has since blossomed into a bespoke luxury fashion house generating over £1.4 million annually and more than £5 million to date. But her path was anything but conventional.

In a recent episode of The Numbers Game, Gbemi opened up about how she went from making gowns for friends to crafting viral wedding dresses for celebrities, and what it really takes to turn creativity into a global brand.

It All Started with One Dress

Gbemi didn’t set out to build a bridal empire. Her love for design began in secondary school through Design Technology, and by year 9, she was making clothes for herself. A friend unexpectedly booked her first client, telling the woman that Gbemi was a seasoned dressmaker. That client said yes, and Gbemi said yes, too.

With no formal plan, she used the profits from each dress to reinvest in materials. Working from her bedroom, she built up a solid portfolio, all while charging just £150 per dress in those early days.

She Saved Relentlessly and Launched Boldly

Rather than rushing to scale, Gbemi focused on organic growth. Living at home, she worked long hours to save £15,000, which she then matched with another £15,000 from crowdfunding. That £30,000 became the seed capital to launch Alonuko as a full bridalwear brand.

The money went into producing her first formal collection—featuring hand-beaded, embroidered gowns—and hosting a full-fledged runway show that drew over 400 guests.

The Celebrity Moment That Went Viral

Alonuko gained major visibility when Danielle Brooks (star of Orange Is the New Black) commissioned Gbemi to design her wedding dress. The gown featured illusion tulle—a custom-developed fabric that seamlessly matched Brooks’ deep skin tone, something rarely seen in mainstream bridal fashion.

When the wedding photos hit the internet, they exploded. “People were amazed,” Gbemi shared. “It showed that we’re really for everyone, regardless of size, shape, or skin tone.”

This viral moment not only increased brand awareness but also affirmed Alonuko’s mission: inclusivity in luxury fashion.

U.S. Market Became Her Biggest Customer Base

While based in London, Gbemi quickly realized that her largest customer base was in the United States, making up 70% of her sales, with only 25% coming from the UK.

To serve her U.S. brides, she launched trunk shows—a touring showroom model that allowed brides to try on gowns in person across major cities. These shows became essential for converting interest into sales, especially given the high price point of her bespoke designs.

Scaling With Care: A Team of 23

From cutting fabric alone at home, Gbemi now leads a team of 23 staff members, including production, customer service, operations, and studio assistants. She scaled her team slowly, only hiring when her solo efforts began to impact quality and customer response times.

Her studio in London is now a beautifully crafted experience, with consultation rooms, fitting areas, and custom mirrors designed by her sister, an interior architect.

Year-on-Year Growth, From £20K to £1.4M

Alonuko has experienced consistent growth since its inception. The first year brought in just £20,000 in revenue. But by 2024, the brand had made £1.4 million from just under 150 high-ticket orders, with dresses ranging from £6,000 to £15,000 each.

Since raising £250,000 in 2021 with help from friends and family, Gbemi has doubled her revenue every year, and now projects up to £2.8 million in 2025.

Her Marketing Strategy: Community Over Perfection

Despite her success, Gbemi keeps her marketing refreshingly authentic. She credits her Instagram growth (now 638K+ followers) to behind-the-scenes content, candid storytelling, and connecting with brides as part of a community, not just as customers.

“People want to feel like they’re part of your journey,” she said. And with high-ticket items, trust is everything. Testimonials, real content, and emotional resonance matter more than polished campaigns alone.

Her Message: Start Where You Are, With What You Have

One of the strongest messages Gbemi shared in the interview was this: Perfection is the enemy of progress. She encouraged new designers and entrepreneurs to stop waiting for the “perfect” moment or product.

“If all you can release is four dresses, release them. Grow from there. Our first collection looked nothing like what we make today,” she said. “But had I waited until it was perfect, Alonuko wouldn’t exist.”

 

Strategies You Can Extract from Gbemi’s Success

Here’s how aspiring fashion entrepreneurs—and creatives in general—can apply Gbemi’s success blueprint to their own journey:

✅ 1. Use Your First Sale as Social Proof

Don’t wait to build a portfolio. Gbemi used her first customer to market herself as a trusted dressmaker, even before she had a “business.”

✅ 2. Reinvest Early Profits Into the Business

She didn’t spend her early income—she saved it. By reinvesting profits, she launched Alonuko without loans or VC money.

✅ 3. Start Where You Are (Even If It’s Your Bedroom)

Her first dresses were made at home. Don’t wait for a studio, perfect branding, or big money. Begin with what you have.

✅ 4. Make Inclusivity Your Edge

Her innovation with illusion tulle that matched different skin tones made headlines. Solve real representation gaps in your industry.

✅ 5. Let Community Drive Your Marketing

Engage your audience organically. Build trust. Show behind-the-scenes. Share customer journeys. Don’t just post—connect.

✅ 6. Adapt Delivery Models to Your Market

Her U.S. trunk shows allowed brides to try dresses in person. Find creative ways to meet your customers where they are.

✅ 7. Don’t Just Sell Products—Create Experiences

Alonuko’s in-studio experience, consultations, and emotional storytelling make buying a dress feel personal and unforgettable.

✅ 8. Raise Money at the Right Time

She waited until her valuation was strong and her vision was clear. Don’t rush to raise capital—grow organically first.

✅ 9. Your Brand Is a Journey—Let It Evolve

Her early collections were simple. Today, they’re fully embroidered, custom masterpieces. Embrace the journey of refinement.

✅ 10. Prioritize Service as Much as Product

Gbemi learned early that delayed responses hurt business. Hire when service or quality starts to suffer; even if it’s just one person.

Conclusion:
Gbemi’s story isn’t just about wedding dresses—it’s about how craftsmanship, community, and courage can build a brand from scratch. Alonuko is a reminder that luxury doesn’t have to start with millions. Sometimes, it starts with a thread, a bedroom, and the belief that excellence belongs to everyone.