Antonia Okonma Shittu's wigs worn by Serena Williams, Naomi Campbell

Antonia Okonma Shittu, who lost her hair to chemotherapy after a bone marrow transplant, now runs a multi‑million‑pound wig company that has been worn by Serena Williams, Naomi Campbell and other A‑list stars. The 44‑year‑old British entrepreneur, who was diagnosed with multiple sclerosis at 26, was recently honoured with a Black British Business Award for turning her personal struggle into a thriving enterprise.

Shittu’s journey began when a diagnosis of multiple sclerosis and other autoimmune conditions forced her into a wheelchair and shattered her future plans. In denial at first, she turned the shock into motivation and returned to a childhood love of styling hair. She noticed a lack of natural‑looking wigs in the TV and film industry, where most options looked like “helmets.” With only two wigs and a car boot, she started selling door‑to‑door, using a Facebook page and Gumtree ads to reach customers.

From those humble beginnings, A‑List Lace Hair grew into a brand with salons in London and New York and a client list that reads like a celebrity directory. Shittu never sought outside investors; instead she relied on social media, word of mouth and the authenticity of her own experience. Having been completely bald herself, she understands the loss of control that hair loss can bring, and she says that seeing a woman light up after putting on a wig is “very, very rewarding.” She credits her health challenges with sharpening her focus on empathy and resilience.

Despite ongoing fatigue and the need to use a wheelchair, Shittu continues to steer the company forward. She has adapted her operations to accommodate her condition, delegating more tasks while maintaining a hands‑on vision. Her story has become a source of inspiration for women facing similar health battles, proving that a personal crisis can spark a business that restores confidence and normalcy for others.