Monininuoluwa ‘Moni’ Ajani is an award-winning event strategist, wedding planner, author, educator and founder of Mo’ Events Ville. In this interview with YETUNDE AJANAKU, she shares her journey from customer service to event planning, her passion for creating memorable experiences and building a successful career in the events industry.
The events industry in Nigeria is largely powered by women, yet many of the women behind successful event businesses are not always recognised as business owners and professionals. Why do you think this is so, and what needs to change?
I think part of the problem is that some women have contributed to this by not seeing themselves as business owners or professionals. Imposter syndrome can make women allow their voices to be drowned out, while others see what they do as a hobby or something they simply enjoy doing, rather than a career.
In the events industry, people see the glamour and celebration but often don’t see the business behind it, from the strategy, negotiation, finances, team management, logistics and problem-solving.
I believe we need to encourage more women to take themselves and their businesses seriously. Put structure in place, invest in business education, understand their numbers, charge professionally and confidently own their expertise. The more we see ourselves as professionals, the easier it becomes for others to see us that way too.
For many Nigerian women, entrepreneurship is not necessarily a choice but a response to limited opportunities in the formal workplace. From your experience, what are some of the realities women face when trying to build sustainable businesses in Nigeria?
Entrepreneurship was actually a choice for me. I left my job as a customer service representative to pursue a career as an event professional. In hindsight, I probably would have done both for a while, because having another source of income can make a huge difference when you’re trying to build a business.
One of the realities I have experienced is financing. Access to funds can determine how much you are able to invest in your business, and sometimes limited finances also limit creativity and growth.
There is also the pressure of being everything in the business , a marketer, administrator, customer service representative, strategist and sometimes the person executing the work. Building a sustainable business requires more than passion. You need structure, financial discipline, systems, support and continuous learning.
Women are often expected to balance career, family, marriage and societal expectations while building their businesses. How realistic do you think this expectation is, and what conversations should we be having about it?
Realistically, I think it is almost impossible to be fully balanced in all these spheres at the same time without a strong support system, compromise, or consciously giving more energy to one aspect than another.
We need to have more honest conversations about this. Vulnerability is important, because women often see other people’s successes without seeing the sacrifices, struggles or seasons behind them. We should share our stories more openly so women understand that they are not alone and that they don’t have to have everything figured out all at once.
Rather than constantly asking women how they will ‘do it all,’ I think we should also be asking, ‘Who is supporting her?’ Building a career, family and business should not be a one-woman responsibility.
With the rising cost of living and the changing economic realities in Nigeria, celebrations are becoming increasingly expensive. How is this affecting women who work in the events industry and the clients they serve?
The rising cost of living is affecting both clients and professionals in the industry. Almost every element of an event costs more today, so clients are having to make more intentional decisions about what they spend on.
I also think we are getting to a stage where, when it comes to celebrations, people will either go all out on the details and experience, or decide not to bother at all. That means women in the events industry have to be intentional about the value they create.
We have to invest in our craft, continually improve, communicate that value and position ourselves to attract clients who are willing and able to pay for it. But ultimately, value has to come first. In a difficult economy, people may spend less, but they will still pay for something they genuinely believe is worth it.
You studied Economics at the University of Ibadan and initially had experience in customer service and fashion. What happened between studying Economics and discovering that event planning was something you wanted to build a career around?
Studying Economics at the University of Ibadan didn’t necessarily point me towards event planning. After university, I worked in customer service and also explored fashion, but along the way I began to realise that I had some natural skills that I could actually monetise – welfarism, paying attention to detail and genuinely caring about people’s experiences.
When I coordinated my first event in 2016, I discovered that I could combine those natural abilities with something I genuinely enjoyed. The idea of working and having fun, rather than working purely out of obligation or duty, sounded like a very good idea to me. Of course, work can be stressful, but at least it would be happy stress.
You coordinated your first event in 2016 and eventually established Mo’ Events Ville in 2018. What did you see in yourself or in the industry at that time that made you believe you could turn event planning into a serious career?
To be honest, I didn’t see anything particularly special in myself at the time. I simply knew that if other people could thrive in the events industry, I could too.
More importantly, my heart was drawn to making happy people even happier through their milestone celebrations. I enjoyed being part of those moments and I loved the responsibility of helping people bring their vision to life.
So I started learning, doing the work and figuring things out along the way. My first event was in 2016 and Mo’ Events Ville was established in 2018. What started with the belief that I could do it eventually became a serious profession and a business I have spent the last decade building.
Your work has taken you from weddings to corporate events and destination celebrations. At what point did you realise that you were no longer simply planning events but had actually built a profession and a reputation for yourself?
Interestingly, I think I realised it wasn’t just about the events I was planning when I started seeing the impact of what I knew on other people.
People began to glean from me, apply what I taught them and actually get results, whether that meant establishing or growing their brands as vendors or planners, or simply being able to plan their own events more seamlessly as clients.
That was significant for me because it showed me that my value wasn’t only in executing events. The knowledge, experience and judgement I had developed could help other people make better decisions and achieve better outcomes.
That was when I truly began to see that I had built not just a business, but a profession and a reputation around my expertise.
You have also moved into training, writing and speaking. What personal experience or gap in the industry made you decide that you wanted to teach and document what you had learnt rather than keep the knowledge to yourself?
I believe the event ecosystem is a sweeter place to thrive in when everyone is doing events right. When professionals are better equipped and clients are better informed, there is less friction, better decision-making and ultimately better experiences for everyone involved.
Over the years, I have learnt a lot through experience – what works, what doesn’t and what could be done better. I realised that keeping that knowledge to myself didn’t make much sense.
Through training, writing and speaking, I get to share those lessons and hopefully contribute to raising the standard of the industry. If one planner becomes better, one vendor builds a stronger business or one client has a smoother event because of something I taught or documented, then the knowledge has served its purpose.
Basically, I’m hoping we all do events better and live happily ever after.
Behind the beautiful pictures and seemingly perfect celebrations, event planning can be extremely demanding. What has been one of the most difficult experiences you have had in the industry, and what did it teach you about yourself?
One of the most difficult things event planning has taught me to navigate is people. Beyond technical expertise, you need a lot of emotional and social intelligence to manage different personalities, expectations and sometimes difficult situations.
I’ve learnt that expertise is not just knowing what to do; it is also knowing how to communicate it, when to stand your ground and how to remain calm when things don’t go according to plan. It has taught me a lot about myself, particularly patience, resilience and emotional intelligence.
Have there been moments when you questioned whether you had chosen the right career? If yes, what kept you going during those periods?
Of course. I’m human! I’ve experienced imposter syndrome several times, especially during seasons when everything seems quiet. I’ve also questioned why I hold so dearly to some of my personal beliefs and core values when taking the easier way out might seem more attractive.
What keeps me going is my mantra: ‘Never let a crisis go to waste.’ I understand that life happens in seasons, and every season has to be maximised, whether quietly or loudly. I try to channel my energy into productive things rather than constantly focusing on what isn’t working.
Interestingly, some of my quietest seasons have birthed some of my biggest expressions – the academy, my books and several other initiatives. Sometimes the pause is actually preparation for what is to come.
What is one lesson about people, business or leadership that event planning has taught you that you probably would not have learnt from studying Economics or working in a conventional job?
Emotional intelligence is such a big deal in this craft. Economics taught me about numbers and resources, but event planning has taught me how important it is to understand people.
You need empathy, self-awareness and the ability to understand why people behave the way they do, especially when emotions and expectations are high. I have learnt that you can be technically brilliant, but if you don’t know how to manage people, you will struggle in this industry.
You have written resources for planners, vendors and brides, and you also mentor aspiring professionals. What are some mistakes you see young women entering the events industry making, and what would you advise them to do differently?
One mistake I see is the expectation that once you start managing events, you will immediately ‘blow’ and start controlling billions the next day. Young professionals sometimes don’t want to slow down, learn and go through the process.
But mistakes are meant to be made. What matters is what you do with them and what you do after them.
My advice is to learn the craft, get practical experience, understand the business side, build relationships and give yourself permission to grow gradually. Don’t be in such a hurry to look successful that you skip the process of actually becoming good.
Looking at the woman you were when you coordinated that first event in 2016 and the woman you are today, what would you say has changed the most about you-and what advice would you give the younger Moni if you could sit with her today?
I have evolved, and I’m still evolving. I’m much calmer now, and I think things through more before I react or make decisions. Ten years of experiences will do that to you!
If I could sit with the Moni of 2016, I’d simply tell her: ‘Farabale. Everything good will come.’
I’d tell her to enjoy the process, trust herself more and not be so anxious about figuring everything out immediately. Most importantly, I’d tell her to trust God and remember that God cannot mismanage her life.