Designer brings inspiration from Africa to Goldsboro with vibrant boutique

A local fashion designer is bringing a piece of Africa to eastern North Carolina. The unique boutique has outfitted many celebrities all while giving back to others.

Over the past several years, the business has worked to bring diverse communities together through fashion.

NASHONA is the name of the boutique changing lives with every stitch. Nashona is Swahili. It means “to sew.”

When customers step inside NASHONA, they can just feel the vibrant atmosphere. It’s filled with patterns, prints and designs.

“It’s love. Let me just say that. It’s love from Africa to the United States,” said Lilian Danieli, the owner and designer.

Danieli was inspired to open this boutique in 2013 after returning back home on a mission trip, visiting an orphanage.

“Some of the kids were in really bad conditions. Some of them were just around. They didn’t go to school and I really wanted to give them a chance for education,” she said.

She wanted to give back and used her passion for fashion to do it. Through every stitch of clothing, the proceeds help pay for tuition and the business helps create jobs.

“Those women and men who are making these clothes in Tanzania, they are excited to make these clothes because they know that the women here or the men here are going to enjoy what they’re doing,” added Danieli.

In Goldsboro, it’s bringing cultural awareness and acceptance.

“I never really got into the fashion, especially from the motherland. Just the quality, the workmanship and knowing I’m supporting people who might not otherwise be employed it means so much to me,” said Gail Bryant , a frequent customer and supporter.

During the pandemic, NASHONA sales skyrocketed. Celebrities like Tabitha Brown have even been seen wearing Danieli’s patterns. She calls the overwhelming amount of support a blessing.

“Its such a joy. I want them to just look the best. I want, when they go out, everybody to be like where did you get that dress. That’s my job to make every women look wonderful,” added Danieli.

Due to her success over the past year, she’s expanding to another location in Raleigh on Nov. 6 at  21 W. Hargett Street.