The Bedouin, the Boardroom, and the Brand - The Untold Story of 24K

“I didn’t just start a brand. I lived a culture until it became my story.”

The Collapse

New York gave me the world — the boardrooms, the music industry, the global stage. I helped turn Afrobeats from a local rhythm into a global wave. On paper, I was winning. In reality, I was burning out.2017 was the year it all cracked. Deals weren’t enough. Money wasn’t enough. I needed something real. Something that couldn't be stripped away by market shifts or industry noise.

The Camel Named Samha

I didn’t find that truth in a skyscraper. I found it in the desert — with a camel named Samha.

Training her wasn’t glamorous. It was dusty mornings, long silences, and lessons taught by tribesmen who had nothing to prove. Out there, reputation wasn’t built on clout. It was earned in sweat, patience, and presence.

Samha taught me more about legacy than any boardroom ever could. She became my metaphor: steady, resilient, rooted. That was my reset button.

The Equation

Then it clicked.

The boardroom gave me branding, marketing, global vision.

The desert gave me belonging, ritual, and authenticity.

Together they formed 24K - not clothing, but culture tailored into presence.

It wasn’t about selling fabric. It was about giving the world a cultural passport - a way to step into heritage with global swagger.

The Truth Behind the Brand

24K isn’t fashion. It’s not even “luxury.”
It’s legacy, stitched for the present.
It’s what happens when a New York hustler gets broken down and rebuilt in the desert.

The boardroom gave me scale.
The Bedouin gave me soul.
24K is where they meet.