Founder: Wilglory Tanjong 
Business: Anima Iris 
Revenue/Month: $100K 
Founders: 1 
Employees: 7 
Website: www.animairis.com 
Location: Dakar, Dakar Region, Senegal
Founded: February 2020 

Anima Iris is redefining luxury fashion with bold, architectural handbags that bridge tradition and modernity. In just two years, the brand has carved out a space in high-end accessories, earning retail partnerships with Nordstrom and Revolve, making a cameo on HBO’s Insecure, and securing a highly coveted feature on Beyoncé’s Instagram. The bags, handcrafted in Dakar, Senegal, have drawn attention for their striking geometric shapes and meticulous craftsmanship. Since its launch, the brand has generated more than $700,000 in sales, with over $600,000 of that revenue coming from 2021 alone. Today, Anima Iris pulls in approximately $100,000 per month—an extraordinary trajectory for what began as a personal creative experiment. 

For Wilglory Tanjong, this wasn’t a business venture in the traditional sense—it was a pursuit of joy. As an MBA student, she found herself searching for something that sparked genuine excitement. “I just wanted to do something that made me happy,” she says. Fashion had always been second nature to her—people constantly asked where she got her clothes and accessories. At some point, she realized they weren’t just admiring her style; they wanted access to the aesthetic she curated so effortlessly. 

Still, Anima Iris was never just about selling handbags. It was about telling a story—one woven from history, culture, and generations of craftsmanship. “I wanted to create something that felt personal, that felt like a reflection of who I am and where I come from,” Tanjong explains. The bags are more than statement pieces; they carry the weight of heritage. Each one is handcrafted by artisans in Senegal, a deliberate choice that honors traditional techniques while supporting skilled craftspeople. 

She speaks passionately about the artisans she works with, emphasizing the importance of collaboration over mass production. “Every bag is made by hand, and that’s intentional,” she says. “It’s not just about making beautiful things—it’s about sustaining an ecosystem of talent.” That commitment to authenticity sets Anima Iris apart in an industry where fast fashion and outsourced manufacturing dominate. Instead of chasing trends, Tanjong prioritizes longevity—both in the quality of the bags and in the livelihoods they support. 

The Hustle Mentality and Hard Lessons 

Before she was building a six-figure handbag brand, Tanjong was learning what it meant to work relentlessly. Raised in a Cameroonian immigrant household in Maryland, she watched her parents take on multiple jobs to create a future for their family. Hard work wasn’t optional—it was the only way forward. 

Her father juggled running a laundromat with flipping houses in the summer, often enlisting his daughters to help. “I hated it at the time,” she admits. “We’d be out there in the heat, painting, doing yard work, whatever needed to be done. But looking back, that experience taught me so much about discipline and perseverance.” Her mother, a nurse, carved out her own entrepreneurial path, turning a section of their home into a small cosmetology studio. Managing a business while raising a family required a level of resilience that left a lasting imprint on Tanjong. 

Yet, despite their work ethic, stability remained elusive. When her mother was diagnosed with breast cancer, everything changed. By 14, her parents had divorced, and financial hardship became a stark reality. Receiving food stamps for the first time was a moment she never forgot. “I remember thinking, ‘This can’t be my life forever,’” she says. “I needed to be in control of my own future.” 

That drive carried her through school, securing a full-ride scholarship to Princeton. She juggled multiple jobs alongside a demanding academic schedule, determined never to feel financially vulnerable again. But even as she checked off achievement after achievement, life continued to test her. In her senior year, she lost her mother—a devastating blow that left her feeling untethered. 

Still, she pressed on. Graduating in 2018 as a first-generation college student, she moved to Atlanta and secured a corporate role as an operational manager. The numbers were solid—an $86,000 salary, $22,000 in savings from years of internships and campus jobs, plus a $50,000 inheritance from her mother. On paper, she had made it. But something was missing. 

“For the first time, I wasn’t in survival mode,” she explains. “And that’s when I realized I had never actually processed anything I’d been through.” The career she had worked so hard for didn’t bring the fulfillment she expected. A year into the job, she made a choice that felt as bold as it was necessary—she stepped away from corporate life to focus on her mental health. 

A Business Idea Takes Shape 

What started as a much-needed break from corporate life quickly turned into an unexpected entrepreneurial journey. With a financial cushion from her savings, Tanjong spent six months traveling across Africa, immersing herself in different cultures and meeting ambitious young business owners. Each conversation expanded her perspective, showing her how people were redefining success on their own terms. 

Ghana was her first stop, where chance meetings led to valuable connections. The more she engaged with local entrepreneurs, the more fascinated she became by their ingenuity. Wanting to document their stories, she launched African Hustle, a social media series spotlighting business owners carving out their own paths. “I kept meeting these incredible people who were building businesses in ways I had never seen before,” she says. “I wanted to share those stories because they weren’t being told.” 

But it was in Senegal that everything clicked. Walking through markets and artisan workshops, she came across craftspeople producing exquisite shoes, jewelry, and handbags—pieces that reflected centuries of tradition. Their work was remarkable, yet so many of them struggled to reach a wider audience. At the same time, she noticed a deeper issue. While major luxury brands often pulled inspiration from African craftsmanship, they rarely credited the artists or made space for Black women in the industry. That realization hit hard. “I saw how much talent existed, but I also saw the gap,” she explains. “African artisans were creating luxury-level pieces, but they weren’t being recognized as luxury.” 

That was the spark. She started sketching bag and jewelry designs, working closely with a local artisan to bring them to life. At first, it was just an experiment—an extension of her curiosity. But as the vision sharpened, so did the business plan. She invested $5,000 from her savings to fund an initial run of 50 handbags, covering materials, labor, and travel expenses. In November 2019, she quietly introduced the brand with a soft launch, testing demand and refining her approach. The response was encouraging, but she knew she had to narrow her focus. 

Three months later, she made the call—handbags would be the center of Anima Iris. By February 2020, the brand officially launched. A month after that, she walked away from her job and moved to Philadelphia. This time, she wasn’t following someone else’s blueprint—she was creating her own. 

A Viral Breakthrough 

Every brand hopes for a breakthrough moment, but few experience it with the speed and impact that Anima Iris did. Just months after its official launch, the company saw its visibility explode when Vogue included it in a feature on Black-owned beauty and fashion brands. That exposure alone sent a wave of new customers to the website, but the real turning point came shortly after. A well-known blogger tweeted about the brand, showcasing its vibrant, structured handbags alongside links to its website and social media accounts. The post spread like wildfire, racking up nearly 30,000 retweets. Within hours, every single bag had sold out. 

“I remember just watching the orders roll in,” Tanjong recalls. “It was surreal. One minute, I’m hoping people even find the brand, and the next, I have nothing left in stock.” 

That rush of demand was just the beginning. In August 2021, Anima Iris reached a milestone that few independent designers ever achieve—Beyoncé wore one of its handbags. While scrolling through Instagram, Tanjong spotted the global superstar effortlessly styling the Raspberry Zaza bag. That moment changed everything. “I saw the picture and just started screaming,” she says. “I knew what that meant. I knew everything was about to shift.” 

And shift it did. Within 24 hours, the brand pulled in over $23,000 in sales, got verified on Instagram, and shattered its projected revenue for the year. The influx of attention was overwhelming, but Tanjong was ready to meet the moment. Scaling the business became a necessity, and she quickly expanded her team to ensure they could keep up—without sacrificing quality. 

Today, Anima Iris operates with a team of seven artisans in Dakar, each crafting the handbags with precision and care. But growth, for Tanjong, is about more than just increasing production. She made the decision early on to invest in her workforce, paying her artisans twice the average wage for similar jobs in the region. “It’s not just about selling bags,” she explains. “It’s about building something that lasts—something that actually makes a difference.” 

For her, Anima Iris is part of a larger movement. Black culture has long shaped fashion, music, and art, yet the financial rewards haven’t always flowed back to the communities driving the influence. With Anima Iris, Tanjong is flipping that script, proving that Black-owned luxury isn’t just possible—it’s thriving. 

Balancing Growth and Ambition 

Anima Iris is no longer a scrappy startup—it’s a luxury brand with undeniable momentum. Sales remain strong, with Black Friday delivering its most successful day yet, raking in over $62,000 in revenue. The company’s expansion into major retailers like Nordstrom and Revolve has solidified its foothold in high-end accessories, and an upcoming launch with Saks Fifth Avenue is set to push its visibility even further. Combined with steady direct-to-consumer sales through its Shopify site, Anima Iris is on track to surpass $1.2 million in annual revenue. 

But Tanjong isn’t just looking at the next milestone—she’s thinking much bigger. “We’re on track for $1.2 million this year, but my goal is $5 million next year,” she says. “And honestly, I know we can do it.” That confidence comes from more than just ambition; it’s backed by a clear strategy. With growing brand awareness, a fiercely loyal customer base, and a product that continues to resonate, scaling feels less like a possibility and more like an inevitability. 

What makes her journey even more remarkable is that she’s achieving all of this while juggling a full-time MBA program at the Wharton School of the University of Pennsylvania. Balancing business and academia would be overwhelming for most, but for Tanjong, walking away isn’t an option. “I don’t need the degree at this point, but I want it,” she says. “I’ve come this far, and I refuse to quit.” 

Her vision for Anima Iris stretches far beyond handbags. She sees the brand evolving into a full-scale lifestyle powerhouse, with expansions into apparel, jewelry, footwear, and even home decor. But it’s not just about the products—it’s about the community. Social media has been instrumental in Anima Iris’s rise, and she plans to keep it at the heart of the brand’s evolution. “It’s bigger than just selling things,” she explains. “It’s about creating a movement. It’s about showing people—especially Black women—that we belong in luxury, that we can own this space.” 

At its core, her journey is about possibility. She didn’t come from generational wealth. She didn’t have a safety net. What she had was vision, determination, and the willingness to take risks. And now, she’s proving—on her own terms—that success isn’t reserved for the privileged. It’s built by those who refuse to accept limits. 

Success Factors: Why Did Anima Iris Succeed? 

• Authenticity and Storytelling: Tanjong built Anima Iris on a deeply personal foundation, ensuring that every handbag represents heritage, craftsmanship, and culture. Her ability to connect with customers through storytelling—whether by sharing her own journey or highlighting the artisans behind each piece—has made the brand stand out in the luxury market. 

• High-Quality Craftsmanship: Instead of mass production, Anima Iris prioritizes handcrafted, luxury-level bags made by skilled artisans in Dakar, Senegal. This focus on quality and exclusivity has attracted customers who value both artistry and ethical production. 

• Strategic Media Exposure: Early features in Vogue and other major publications helped the brand gain credibility, while a viral Twitter post dramatically boosted visibility. Beyoncé’s endorsement further cemented its reputation and skyrocketed demand overnight. 

• Strong Social Media Engagement: Tanjong understands the power of digital marketing. From African Hustle to Anima Iris’s direct-to-consumer strategy, she has leveraged social media to create a community-driven brand that resonates with customers. 

• Resilience and Adaptability: Her ability to pivot quickly—whether by narrowing her focus to handbags, expanding her production team, or scaling operations after going viral—has been critical to sustaining growth. 

• Financial Strategy and Risk-Taking: Tanjong strategically invested $5,000 from her savings to launch Anima Iris and later scaled operations in response to demand. She also walked away from a stable corporate job to focus on her business, demonstrating confidence in her vision. 

• Retail Partnerships and Brand Positioning: Securing deals with Nordstrom, Revolve, and Saks Fifth Avenue helped establish Anima Iris as a serious player in the luxury accessories space while maintaining a strong direct-to-consumer presence. 

• Purpose-Driven Leadership: More than just profit, Tanjong is committed to impact—paying artisans twice the local average wage and challenging the fashion industry’s lack of representation for Black designers and consumers. This mission-driven approach has strengthened customer loyalty and brand identity. 

• Education and Business Acumen: Balancing an MBA at Wharton while running Anima Iris speaks to Tanjong’s drive for knowledge and long-term strategic thinking. Her formal education, combined with real-world experience, has helped her make informed business decisions. 

Key Lessons to Learn 

1. Authenticity Drives Brand Loyalty: Customers connect with brands that have a story. Tanjong built Anima Iris on a foundation of heritage, craftsmanship, and personal experience, making it more than just a handbag company. Entrepreneurs who lead with authenticity can create deeper, lasting relationships with their audience. 

2. Quality and Craftsmanship Matter: In a world dominated by fast fashion and mass production, Anima Iris succeeded by prioritizing high-quality, handcrafted products. Businesses that invest in superior craftsmanship and ethical sourcing can differentiate themselves in competitive markets. 

3. Leverage Social Media for Growth: From a viral tweet to a Beyoncé endorsement, digital visibility played a major role in Anima Iris’s rise. Tanjong’s ability to engage audiences and use platforms like Twitter and Instagram strategically shows that brands can create their own opportunities rather than waiting for traditional gatekeepers to take notice. 

4. Take Strategic Risks: Leaving a stable corporate job to focus on Anima Iris was a bold move, but Tanjong trusted her vision. Risk is inevitable in entrepreneurship, but calculated decisions—like investing $5,000 into her first product run—can lead to significant rewards. 

5. Adapt Quickly to Demand: After going viral, Tanjong had to rapidly scale her business without sacrificing quality. The ability to pivot, expand operations, and adjust to unexpected success is crucial for long-term sustainability. 

6. Media Exposure Can Be a Game-Changer: A Vogue feature and Beyoncé’s organic endorsement weren’t just lucky moments—they were the result of a strong product and a brand worth talking about. Entrepreneurs should position their businesses to be discoverable by the right media and influencers. 

7. Mission-Driven Businesses Have Staying Power: Anima Iris isn’t just selling handbags—it’s championing Black-owned luxury and uplifting African artisans. Businesses with a clear purpose beyond profit often build stronger communities, attract loyal customers, and create lasting impact. 

8. Financial Preparation Enables Growth: Tanjong’s ability to self-fund her business, thanks to years of savings and a strong financial foundation, gave her the flexibility to take risks and scale when the moment was right. Entrepreneurs should prioritize financial literacy and strategic planning to sustain their ventures. 

9. Education and Execution Go Hand in Hand: Even while running a fast-growing brand, Tanjong continues her MBA at Wharton. While formal education isn’t required for success, a strong business mindset and a willingness to learn are invaluable assets. 

10. Redefining Industry Norms is Possible: Tanjong saw a gap in the luxury market—African artisans were creating world-class products, but they weren’t being recognized. Instead of waiting for change, she built a brand that challenged the industry’s status quo. Entrepreneurs who identify and act on untapped opportunities can create entire new categories of success. 

Opportunity Matrix 

Founder Background 

Wilglory Tanjong, a first-generation Cameroonian-American, Princeton graduate, and Wharton MBA student. She grew up in a hardworking immigrant household, learning resilience and resourcefulness from her parents. Corporate background in operations before launching Anima Iris. 

Problem Identification 

Lack of representation for Black-owned luxury brands in the fashion industry. African artisans were creating high-quality handcrafted products but lacked global visibility and direct access to luxury markets. Luxury brands often borrowed from African artistry without proper credit or economic benefit to the creators. 

Market Opportunity 

The luxury handbag market is valued in the billions, with growing consumer interest in independent, ethical, and Black-owned brands. Increased demand for sustainable and artisanal fashion, particularly among Millennials and Gen Z. Social media enables direct-to-consumer growth without reliance on traditional retail gatekeepers. 

Competitive Landscape 

Competes with established luxury handbag brands (e.g., Hermès, Telfar, Brandon Blackwood). Differentiates through handcrafted production, ethical sourcing, and a strong cultural narrative. Positioned as an independent, high-end, Black-owned luxury brand. 

Market Research 

Direct engagement with African entrepreneurs through the African Hustle series. Firsthand observations in Senegal’s artisan markets highlighted a lack of exposure and global reach for local craftspeople. Early customer demand confirmed through a soft launch in 2019. 

Business Model 

Direct-to-consumer (DTC) sales via Shopify. Strategic partnerships with high-end retailers (Nordstrom, Revolve, Saks Fifth Avenue). Limited production runs to maintain exclusivity. Ethical sourcing and fair-wage labor practices. 

Initial Capital 

Self-funded with $5,000 from personal savings for initial product development, travel, and materials. Later scaled using reinvested revenue from early sales. 

Product/Service Development 

Began with jewelry and handbags but pivoted to handbags exclusively. Collaborated with Senegalese artisans to refine designs and production quality. Focus on structured, geometric, and colorful designs that blend heritage and modern aesthetics. 

Marketing Strategy 

Heavy reliance on social media (Instagram, Twitter) and digital storytelling. Early media exposure (Vogue feature, viral tweets) helped drive organic brand awareness. Celebrity endorsements (Beyoncé) boosted credibility and sales. Customer engagement and brand community-building emphasized. 

Milestones 

• Soft launch in November 2019 

• Official launch in February 2020 

• Viral Twitter post selling out inventory 

• Beyoncé spotted with an Anima Iris bag (August 2021) 

• Secured retail partnerships with Nordstrom and Revolve 

• Reached $1.2 million in annual revenue 

• Black Friday 2021: $62,000 in sales in one day 

• Expansion to Saks Fifth Avenue 

Scalability 

High growth potential with expansion into new product categories (apparel, jewelry, home decor). Increasing brand recognition and retail partnerships provide opportunities for scaling. Direct-to-consumer model allows for global reach without heavy reliance on traditional retail.  

Potential Risks and Challenges 

Maintaining high-quality craftsmanship while scaling production. Managing operational costs as demand increases. Competing with well-funded luxury brands with larger marketing budgets. Dependence on social media for sales—algorithm changes could impact visibility. Ensuring continued consumer interest and avoiding brand saturation. 

Key Performance Indicators (KPIs) 

• Revenue growth (projected $5 million next year) 

• Direct-to-consumer sales vs. retail sales mix 

• Customer retention and repeat purchases 

• Social media engagement and brand mentions 

• Artisan employment and fair wage impact 

• Sell-through rate of limited production runs