From launching his first business at the age of 12 to creating diamond-encrusted phones and the world’s most expensive suit, Alexander Amosu has never been afraid to innovate. Today, through Lux Afrique, he is redefining how the world views African affluence and positioning the continent firmly on the global luxury stage. With the upcoming debut of the Lux Afrique Jewlery, Watch & Home Expo in Lagos, he continues to push boundaries and shape Africa’s role in the luxury ecosystem. In this spotlight, we ask him to reflect on his journey, his vision, and the future of luxury in Africa.
1.You launched your first business at the age of 12. What sparked your entrepreneurial drive so early, and how has that shaped the way you do business today?
– At 12, I didn’t think of myself as an entrepreneur. I just wanted to solve a problem and create value, and I was driven bycuriosity and a hunger for independence. That early start taught me resilience and resourcefulness. It showed me that if you dare to start, even with very little, you can build something meaningful, and since, my mindset has stayed with me in every venture.
2.From ringtones to diamond-encrusted phones to bespoke fashion, your career has always pushed the boundaries of creativity and luxury. What does luxury mean to you now, especially in the African context?
– Luxury has evolved from simply creating rare and exclusive products to celebrating meaning, craftsmanship, and heritage. In the African context, luxury is about showcasing our rich culture and artistry on a global stage, while connecting world-class quality with authenticity. It goes beyond consumption, it’s about Africa being a creator and influencer in the industry, shaping how the world experiences true luxury.
3.What inspired you to create Lux Afrique, and how has it evolved into the powerhouse it is today?
– I was inspired to create Lux Afrique after recognising a gap in how global luxury brands engaged with Africa’s growing community of high-net-worth individuals (HNWIs). Despite the continent’s wealth and appetite for luxury, access and representation were limited. Lux Afrique was born to bridge that gap, providing a platform that not only connects African consumers to the world’s finest brands but also showcases Africa’s own creativity and influence. Over the years, it has evolved into a powerhouse by expanding beyond media into events, e-commerce, and concierge services, becoming the go-to gateway for luxury in Africa.
4.Lux Afrique has become a bridge between global luxury brands and Africa’s ultra-high-net-worth clientele. What unique challenges and opportunities have you faced in building that bridge?
– One of the biggest challenges has been overcoming outdated perceptions of Africa within the global luxury industry, many brands underestimated the scale and sophistication of the continent’s ultra-high-net-worth clientele. At the same time, logistical barriers such as distribution, infrastructure, and ensuring world-class service standards presented real hurdles. But these challenges also created opportunities: by positioning Lux Afrique as the trusted bridge, we’ve been able to educate brands about Africa’s potential, build networks that make luxury more accessible, and highlight the continent as a trendsetter shaping the global luxury conversation.
5.This September you debut the Lux Afrique Jewellery, Watch & Home Expo in Lagos, the first of its kind in Africa. What should the world expect from this landmark event, and how do you see it standing alongside global showcases like Baselworld and SIHH?
– The Lux Afrique Jewellery, Watch & Home Expo is a celebration of excellence, bringing together the world’s finest luxury brands, Africa’s ultra-high-net-worth community, private collectors, and global brand executives in an exclusive setting that reflects both international sophistication and African elegance. The world should expect a landmark event that exceedrival showcases like Baselworld and SIHH, offering something unique, a fusion of world-class luxury with Africa’s rich culture, creativity, and hospitality. Beyond showcasing exceptional jewellery, watches, and home pieces, the Expo is designed as a powerful networking hub, cementing Africa’s place as an essential destination on the global luxury calendar.
6.The Lux Afrique Polo Day has become a cultural staple. How do you balance creating elite experiences while also reshaping global perceptions of Africa?
– The Lux Afrique Polo Day is about crafting unforgettable moments where affluent Africans and tastemakers come together to enjoy world-class polo, high fashion, fine dining, and African elegance at its best. By blending exclusivity with cultural celebration, we create an elite lifestyle experience, reshaping perceptions of Africa as a hub of sophistication, creativity, and influence. It’s a showcase of how Africa can host glamorous occasions on par with the world’s finest, but with its own unique vibrancy and style.
7.In your view, what role does African culture and heritage play in shaping the global luxury industry?
– African culture and heritage are powerful drivers of the global luxury industry, fueled by a rapidly growing community of HNWIs and UHNWIs on the continent. This new wave of affluent consumers, alongside VIPs and influencers, is demanding experiences and products that reflect both global sophistication and African identity. Through Lux Afrique, we’vecreated exclusive platforms where these audiences connect with the world’s finest brands, proving that Africa is not just influencing the narrative of luxury but actively shaping its market dynamics and future growth.
8.You’ve been recognised among the UK’s Top 100 Entrepreneurs and hold a Guinness World Record. Looking back, which achievement feels most defining to you personally?
– While accolades like being named among the UK’s Top 100 Entrepreneurs and holding a Guinness World Record are incredible honours. What feels most defining to me is the journey of building Lux Afrique. From creating ringtones and bespoke luxury products to establishing an exclusive platform where VIPs, HNWIs, and influencers connect with the world’s finest brands, this achievement reflects both my entrepreneurial spirit and my vision for Africa. It’s about turning creativity into influence, creating high-level networks, and showing the world that Africa is shaping the luxury market.
9.What legacy do you hope to leave through your work in Africa’s luxury industry and beyond?
– My hope is to leave a legacy that positions Africa at the forefront of the global luxury industry, creating exclusive platforms where VIPs, HNWIs, and influencers can connect with the world’s finest brands while celebrating African creativity and excellence. Beyond commerce, I want to inspire a new generation of entrepreneurs and luxury innovators, proving that Africa is not just a market for luxury, but a place where culture, innovation, and prestige converge to shape the future of the industry.
10.Where do you see Africa’s luxury market in the next decade, and what advice would you give to young African entrepreneurs aiming to break into this exclusive space?
– I see Africa’s luxury market growing exponentially over the next decade, becoming a global powerhouse driven by an expanding elite community who demand world-class experiences and products. For young African entrepreneurs aiming to enter this exclusive space, my advice is to combine authenticity with excellence, understand your market, create unique value, and build networks that connect you with the right partners and clientele. Africa has the talent and creativity to set trends globally; the key is to be bold, strategic, and uncompromising in quality.
