History, our story and the journey. 

The journey began in 2006 even before the idea was established. We saw a problem – exploitation of young nigerian women, and we went forward with a solution  – counselling the affected individuals, educating stakeholders, releasing resources materials, the rest is history. In 2014 we launched the Joadre fashion project and today through our years of experience, we are proud to serve with our consulting firm. Scroll beneath to read the full journey and get to know us better. 

Joana Adesuwa Reiterer

Joana Adesuwa Reiterer

Founder and director
More details I am Joana and the founder of the Joadre business lab and Joadre fashion.  I have spent the last 16 years developing ideas, businesses and projects in Africa and in Europe. One of which has allowed 2 Nigerian road-side tailors supply a sustainable chain store company, with 20+ stores in Europe. My mum was, actually still is a…

I am Joana, a social entrepreneur. I founded Joadre Business Lab in 2019 and Joadre platform in 2014. I was born in Edo state, Nigeria and have spent over a decade in Europe. My current base is Vienna, Austria and Lagos, Nigeria. My passion to build the capacity of African entrepreneurs and connect them to the global space has made me launch and complete dozens of projects like the NaWa film festival connecting 6 EU countries to Nigeria. I produced several films and released two biographical books. In the last 4 years, I raised funds to develop a prototype for a mass textile production network in Lagos serving stores in Europe. These projects were spearheaded by the Austrian government and private investors. Through my work as a social entrepreneur, I have been honoured to receive numerous awards. In my training and mentorship program, I will be bringing you the best content and solutions from the diaspora and network of experts. Feel free to connect with me here or on social media using the icons in the footer of this website. It is my vision that you become your best possible self and transform your idea to wealth. 

I have spent the last 16 years developing ideas, businesses and projects in Africa and in Europe. One of which has allowed 2 Nigerian road-side tailors supply a sustainable chain store company, with 20+ stores in Europe. My mum was, actually still is a teacher. She would wake me up as early as 5am to learn. As a child, I thought she was simply an angry woman who disliked sleep and loved to scream “Good morning, time to read, exams is tomorrow”! Now, I am extremely grateful.

Traditional education is a must, but we must also compensate for the missing knowledge that our school curriculums has failed to pass on to us – little practical lessons for our daily personal and professional life. Our own experience and the experiences of other entrepreneurs is key to bridge this gap. African entrepreneurs, home and abroad, have priceless business knowledge, acquired through years of work experience. I want to help African SMEs get the most valuable content and support that they need to build their ideas into successful ventures. Are you ready learn, to build, to connect and to grow? Join my 6 key foundation program today. You can also begin with my free welcome series beneath to prepare your mindset.

Cheers, Joana Adesuwa Reiterer (Founder & creator of the 6 key foundation program).

Creating more impact.

Building capacity of SMEs.

During a call for innovative research by the Austrian Research Institute, FFG, we applied for a research to find out how to involve african Diasporas and scale our impact. The findings confirmed our existing approach to work preventive against human trafficking by educating and creating jobs inAfrica. We will be launching our business lab program to empower african SMEs to become more competitive in the global market. Our fashion continues to run and new products will be launched as well.

Joadre dress

Joadre in 20+ stores.

Mass production was launched.

In this year, we began to document all our training activities with the aim to make them digital in the future so that a larger target group can benefit from it. It was time to develop a mass production possibility for our producers and we did it. We also released our best selling batik Kimonos. Our bags got into 20+ sustainable stores in Europe - The Weltladen stores! We ended our 3 year training project and it was time to think of how to scale our impact.


We were ready to sell.

The pop-up tour began!

We started to host and attend pop-ups, events and fairs to sell our bags. We also got the support of the Vienna Business Agency to develop our selling app called HubCouture. HubCouture was launched as a platform for producers to showcase their products and manage themselves. We quickly realised that our producers were not skilled enough to run their own store on the platform. HubCouture was closed.

Batik-rucksack joadre

Joadre pullstring bags.

This is our bestseller.

We began with our textile production training program which was sponsored by the Austrian Development Agency. We toured small production units in Lagos and trained tailors how to produce to our standards.Over 3000 hours of training was invested. After testing many collections and fashion products, we discovered our bestseller - the Joadre pullstring bag.

2min. 2mill. show

Kick-off with puls 4 Tv show.

Our goal was to develop a textile production in nigeria. We applied to participate in the investment show of the Austrian Tv Puls 4 and were able to secure major investors to finance our mission. We were also honored to join the crowd investment platform, Conda for a campaign that secured us more supporters.Our small production grew to 15 women. We met with the Austrian Development Agency to introduce our idea.


Joadre was founded

We started selling jewelry.

During a workshop with 6 women who were affected by human trafficking in Vienna, we realised that the most effective way to stop human trafficking is to work from a preventive approach. We registered Joadre and continued to create jewelry under the name of “Jel”. Our goal was to develop a production in Nigeria where most victims come from. Our first production began with just two women in a small room.


The first step

A film started it all!

After Joana learned about the issue of human trafficking affecting Nigerian women in Europe, She shot a no-budget film with the support of Austrian film students about a story of a victim. The film was premiered in schools in Nigeria and was documented by the austrian National TV. The response led to joana setting up a charity organisation called EXIT. Over the years EXIT support victims in Austria and organised a Jewelry workshop in 2012 that led to the founding of Joadre.



We are proud of the diversity of knowledge and background our team provides. Most of our Joadre Lab experts volunteer their time to coach our students. Our Go global team are expert professionals based in Lagos Nigeria. Visit our team page to see the stars behind Joadre consulting network.


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