How Mimi Yina Built The Medlin Brand Into World Class

Mimi Linda Yina, the boss behind the Medlin Couture and Homes, an outfit which has style many celebrities in Nigeria and beyond didn’t have fortune thrust on her on a platter of gold.

She had to wait in line like everyone else before great fortune smiled on her.

The brand that has now become a proud word on the lips of many celebrities didn’t start with any well thought-out script, it was actually a hobby born out of passion and circumstance.

“It started years ago while I was in the university as a passion first because I loved fashion,” she recalled in an interview.

“Also due to the fact that I traveled out of the country quite often my friends/course mates back then would admire my dress sense and requested I brought some back for them. So after a couple of pressure from them I yielded in and then started with just a suitcase to see how it was. Behold, as soon as I arrived they would swoop everything and I must say that gave me a motivation to continue. So yeah, that’s how the famous Medlin brand started. I import goods from all parts of the world, everything fashion. I have a production house here in Nigeria where I produce our famous signature pants. I am a style consultant and stylist, I style people for their big days such as weddings, birthdays and events. I also style celebrities for their numerous red carpets and awards and day to day outings.”

But the Medlin brand didn’t take shape until 2009 when she finally decided it was time to take on the world of fashion and style.

Like every great thing with bright future, the brand didn’t take the elevator to the top of the ladder it has now found itself. It took it a step in time, by mounting the stairs, savouring challenges that come with the terrain

“I am not one to be in a hurry or rush things, I let the brand be a baby brand and nurtured it and grew it to what it has become today. In a nutshell I must say it’s been a journey and I am grateful to God who gave me the patience to trust and believe in the process,” she said.

Mimi enumerated how she tackled the challenges she encountered on the way.

“First, you need to be consistent, we have been consistent over the years. You have to be innovative always, thinking outside the box. You have thousands of people in your kind of business but you should try to create a niche for yourself and that can only happen if you are consistent and innovative always. Give your clients something new and something to look forward to,” she stated.

The journey might have been long and hard, but the wait for Mimi, fondly called Medlin Boss has been worth every break of sweat along the way.

She sits at the apex of the business now, crafting her art into the hearts of the upper crust of the society in entertainment and business.

Her genius in the art of styling has been attested to by the likes of Ayo ‘AY’ Makun, Funke Akindele, Ini Edo, Tonto Dikeh, Monalisa Chinda, Ex Big Brother Naija Housemate, Bam Bam and many others.

In fact her styling of Bam Bam and Teddy A for their traditional marriage some months back was much talked about on the social media that it became a benchmark of sort in bridal styling.

But as successful as the job was, it was a challenge Mimi took on because it was her first time of packaging bridal styling.

She recalled, “Bam Bam has been my client for a while and one of my muses as I call them. When she called, asking me to take charge of everything that has to do with her styling for her traditional marriage including choosing colours and Aso-Ebi, I considered it an honour, because she said, ‘Mama I want to look like I fell from heaven on my big day and can’t think of anyone else to achieve that than you.’ She went on to say that after her birthday shoot I did, she hasn’t felt such glam and the shoot, according to her, is still her hubby’s favourite of her. At that point I knew I had to go all out to meet up her high expectations.

“It was my first bride and groom styling. It meant a lot to me, it felt great working on that project and the end result gave me the biggest joy as I felt so fulfilled and I must say I was super proud of me,” she said gleefully.

Her signature touches even extend beyond the shores of Nigeria and Africa. Little wonder, the Medlin brand is at the top of the ladder in the fashion and style business.

“To be honest, it’s amazing how anybody sees a Medlin styling and they automatically know it’s Medlin. We know how to make a literal fashion statement. We create unique statement and classy styling for the classy woman and classy man. Keeping it classy and serene is my watch word. Also, we don’t only style we make all our clients realize the inner beauty in them which is rare and they get so emotional after their styling which shows we are doing something right,” she summed with a note of pride.