Many have called him “the Nigerian king of luxury”. Others say he is “the lifestyle king”. Some describe him as “the king of luxury business”. Some simply address him as “the luxury master”. Yet others call him “the luxury merchant with a heart of gold”. However the phrase is couched, what is not in doubt is that Julian Osula has carved an enviable niche in the luxury retail industry in Nigeria. His profile across social media platforms says as much.
On Instagram, where he has 82.5K+ followers, his profile says: “Julian’s Luxury. Purveyors of Fine Luxury. Presenting Ultra Luxury Lifestyle To The World.” It is not much different from his description on LinkedIn, where he has 1.4K+ followers: “Owner At JULIAN’S LUXURY. Purveyors of Fine Luxury. Presenting Ultra Luxury Lifestyle To The World.” On X (formerly Twitter), a new dimension is added: “Julian’s Luxury. Purveyors of Fine Luxury. Official Agent of International Luxury Brands Exclusive Timepieces and Jewellry to Accessories.”
Without a doubt, the name Julian Osamede Osula has become synonymous with luxury. Whether it is exclusive timepieces, rare jewellery, garments, leather goods, writing materials, or other custom-made accessories, the lawyer-turned-businessman has it all sorted. His business is luxury – and many who dream of luxury and have the wherewithal come to him to bring their dreams to life and fulfill the lofty pictures in their heads.
An October 2018 article in Vanguard puts it thus: “Whether you want to write with a pen covered in crystals or ride like a VIP to the airport where a jet is waiting to fly you privately to Heathrow while you enjoy ultimate service which used to be exclusive to royals and presidents, Julian Osula has everything at his fingertips. It’s why he has remained in business at a time when luxury merchants are struggling under the weight of the current economic climate.”
In an August 2018 article ‘The Man Behind Julian’s Luxury’ published in BusinessDay, Elijah Bello writes, “Julian Osula understands the language of success. He speaks it remarkably well. Thus Osula is an inspiration to all; he paved his road to acclaim like the proverbial fortune hunter that dared the odds and braved through storms to create eternity from a moment.
“Osula’s wealth bears the sweet, dazzling glow of infinity; pundits would say it’s because he worked for it. Even his detractors would acknowledge that he toiled really hard to chance on affluence, thus his acceptance as a worthy king of luxury.”
While some may think of luxury as needless distractions, and they are well within their rights, there are quite a number in Nigeria who cherish, crave for, and can afford luxury items despite the pervading tough economy in the country. According to Statista, the demand for luxury goods in Nigeria is rapidly increasing, driven by the growing middle class and their desire for status symbols. The data gathering and visualization site projects that the Luxury Goods market in Nigeria will generate a revenue of US$479.80 million in 2024, and the market is expected to witness an annual growth rate of 1.42 per cent (CAGR 2024-2028).
It is into this growing market that Julian Osula has effortlessly tapped over the years, and his great commitment to delivering luxury to those who can afford it has made him the go-to person for luxury timepieces, jewellery, and accessories in Nigeria. Julian’s Luxury also responds to shifts in consumer behaviour with innovation. Now the firm engraves the names of every customer that cares on their luxury pieces, thus making it possible for customers to wear their names on their wrists.
But Osula did not start out in life as a VIP dealer in luxury goods. He trained as a lawyer, bagging an LLB at the University of Benin and BL at the Nigerian Law School. After his Law School programme in 1989, he went to work in the banking sector, starting out in the defunct First City Merchant Bank and, shortly after, Alpha Merchant Bank before deciding, in 1991, to leave the banking sector and start his own business.
Burning with entrepreneural zeal, Osula first set up Manla Enterprises, a firm whose major preoccupation was printing and supplying of high-end gift items to blue chip companies. His clients over the years have included Access Bank, Elf Petroleum, Texaco, INEC, and the Nigerian Presidency.
Twenty years down the line, in 2011, Osula established Stiple Gate which focused solely on the sales of luxury watches. It was Stiple Gate that would, in 2013, transform into Julian’s Luxury, expanding beyond luxury watches to other luxury goods, from exclusive timepieces to luxury travel bags, jewellery, accessories, and writing instruments.
Today, Julian’s Luxury is reported to be the sole Nigerian agent of top luxury brands like Richard Mille and Chopard, amongst others, serving these brands’ clientele in Nigeria. Aside from this, Osula is also a collector of luxury cars, including Rolls Royce, Brabus Mercedes, Lamborghini, Ferrari and Maybach.
An article in carmart.africa says Osula has “acquired some of the most tasteful collection of cars that sits in his garage, and he takes on a spin from time to time”. The article claims there are over 21 luxury cars in Osula’s collection, including G-Wagon Brabus, Ferrari 458 Italia (Type F142), Toyota Land Cruiser, Rolls-Royce, Mercedes-Benz S-class Maybach, Mercedes-Benz SLS AMG, Mercedes-Benz SLR McLaren, Bentley Bentayga, amongst others.
When his flagship store, Julian’s Luxury Emporium located on Lagos Island, debuted in 2021, observers described the place as a humongous edifice and said it was deliberately built and designed to reflect Osula’s exquisite taste in high-class luxury items and his luxurious trade.
On the occasion of Julian Osula’s 57th birthday, Sunday Government wrote: “Congratulations to my brother and friend at 57. More grease and success to your elbow. I came across this guy in the early 1990s. That meant he was only 24 years old in 1990. I knew him as a staff of Alpha Merchant Bank. Alpha Merchant Bank went down but Julian did not go down. He is an encourager. He has succeeded big time in the luxury market. Once again, wish him more success.”
In recognition of his giant strides in Nigeria’s luxury market, Julian Osula was listed among prominent Nigerians to be honoured by the University of Benin (UNIBEN) at the 2023 edition of its annual lecture series. Others on the list included Pastor Paul Enenche of Dunamis International Gospel Center; the MD of Phil HallMark, Philip Edigin; the National Vice Chairman of the Peoples Democratic Party (PDP) for South-South, Chief Dan Orbih; Chief Mike Agbedor Abu Ozekhome (SAN) of Mike Ozekhome Chambers; the Executive Director of Zenith Bank, Henry Oroh; the Secretary to the Edo State Government, Barrister Osarodion Ogie; President of The Freedom Group, Ehi Agenmonmen; the Senior Pastor of Rock of Ages Christian Assembly, Pastor Charles Osazuwa; the Chairman and MD of Diamante Global Service Ltd, Dr. Gideon Chidiebere Osi, among others.
Born in Nkalagu, Enugu State, on 30th July 1966, but hailing from the Osula Royal family in Benin City, Edo State, Osula had his primary education in Benin, his secondary education in the UK, and his tertiary education in the University of Benin, where he took a degree in Law.
Julian Osula is married to Mrs Oghogho Osula, the Managing Director/CEO of OO’s Value Investments Limited, and the marriage is blessed with three children – Ephraim-Julian, Edmond, and Elliot.
Mrs Osula once said of her husband, “My husband is the kindest and most generous person I know. He is God-fearing and a lover of the downtrodden. He likes to live the good life, because he believes you only live once, which may not go down well with many.”
Apart from luxury, Julian Osula is reported to own a restaurant business in Europe as well as businesses in the real estate sector.
