Blending Tailored Fashion with Mental Health Tech – Exclusive Interview With Sheun David Onamusi

Brainz Magazine
58 minutes ago
7 min read

Sheun David Onamusi is a multifaceted entrepreneur, strategist, and purpose-driven mind coach. His work encompasses business innovation, holistic well-being, and community development. Sheun David offers a unique blend of storytelling, the truth behind being resilient, and a timely perspective on self-leadership and entrepreneurship. As a published author, healthcare collaborator, and people developer, he informs and challenges his audience while transforming both simple and complex ideas into impactful solutions. Sometimes described as a generalist, he employs a distinctive approach to personal development.

Sheun David Onamusi, Healthcare Collaborator, Entrepreneur, Mind Coach

Some of your accomplishments are impressive. What’s the story behind it all?

Growing up in a developing country, I faced some challenging yet rewarding experiences that have significantly shaped my perspective on life. One of the biggest challenges was studying with a limited electricity supply at home. Imagine having to use a candle to read your study notes from primary school all the way through secondary school, 11 years of straining my eyes and trying to absorb information, potentially causing lasting damage to my eyesight and brain. So, when I moved to a more stable environment, I was determined to make the most of every opportunity that life generously offered me.

Would you describe yourself as a serial entrepreneur or a generalist?

I’m not a huge fan of labels, and I believe the term ‘generalist’ is often misconstrued as a lesser professional title. Instead, I prefer to see myself as a multifaceted individual with an eclectic taste. Although there’s absolutely nothing wrong with being a generalist, it simply indicates that you are adaptable and resilient, two very important qualities for any successful entrepreneur or career professional.

What inspired you to create StillDapper & then EFRA?

StillDapper is the name of the company I established to offer lifestyle and fashion brands. The name is derived from a nickname, “Dapper,” which some friends gave me when I showed up suited and booted for events. As a college student, I started my career on the shop floor working for Primark and gradually moved up the management ladder. When I served as a supervisor at one of the branches of the British shirtmaker T.M. Lewin, I fell in love with tailoring and custom fashion. I looked forward to opening the store each day, knowing that a corporate executive or a student might walk through the doors looking for an outfit that could help them land their first job. After the success of my franchise in Africa, it felt like a natural progression to launch a lifestyle and fashion brand.

EFRA, on the other hand, was born out of a deeply personal experience following a burnout during the COVID pandemic. I began contemplating how I could utilize the knowledge I gained during my recovery and how I could connect with others who might have had similar experiences.

How would you describe what you do in both businesses?

StillDapper UK is a lifestyle and fashion business that blends timeless elegance with modern sophistication for the confident, cultured individual. Every design is rooted in meticulous craftsmanship

and intentional design. The David Jacob by Dapper line includes bespoke shoes and accessories that cater to discerning clients who value quality, heritage, and personal expression.

EFRA Wellbeing is a mission-driven company positioned at the intersection of technology, mental wellbeing, and brain health. It combines digital innovation with a deep understanding of personal and community wellbeing, aiming to bridge the gap between science and lived health experiences.

What kind of audience do you target your business towards?

Both companies are grounded in market research, and at times, their target audiences overlap. For instance, consider an archetypal buyer of David Jacob by Dapper bespoke shoes. Let’s imagine he is a 49-year-old male who works in the technology industry and has had difficulty finding shoes that fit the unique shape of his feet. He is also experiencing burnout, known or unknown to him, that has accumulated over the years. This is where EFRA technology comes into play, providing the necessary education and support.

Personal Branding seems to be a common thread in your story. How would you describe your business offering?

Sheun David, as a personal brand, helps bring clarity to some of the most complex mind and life questions. However, if that's not your cup of tea, tailored suits and customized shoes for both men and women from Still Dapper UK might be just what you need. And if you find yourself struggling mentally, EFRA might be the one to keep your mind sharp and help you stay on top of your game.

What makes Sheun David Onamusi different and tick?

As a young adult, I watched my father and his brother build one of the first brand-focused African restaurants in the UK. I remember my university friends sharing stories of a great night out at Buka restaurant and I would say to myself, “You have to build something that strangers could brag about”

Working with me either as a personal mind coach or buying a product from me, you can rest assured that thought and experience have been put into it. As a mind coach, I don’t speak to what I haven’t explored in-depth or experienced. It’s fondly said that “Experience is the best teacher”. Now imagine working with someone who has a PHD in experiencing the power of the mind in bouncing back from one of the lowest points in life and has a bag full of successes and failures all in one, to help you navigate your personal development journey.

Could you share some success stories from your clients?

At the beginning of 2025, EFRA conducted a poll within our community to assess people's feelings as we entered a year that economists predicted would bring recessions and challenges more severe than those experienced since the financial crash in 2008. One community member was particularly concerned about what the year might hold. After attending a session with one of the consultants and going through the questionnaire we developed, she noticed a significant improvement in her mood over the course of a week. Her positive feedback made my year even before it began.

Can you share any failures that EFRA or StillDapper has experienced?

EFRA originally started out as Imole, which means "light" in Yoruba. After graduating from a leading startup incubator in the UK, we organised a focus group and the name wasn’t evoking the feeling I wanted it to. One person even pointed out that "Imole" sounded like "i-mole," similar to the iPhone or iPad, and that it wasn't trendy to call a business that in 2023. It was tough feedback to receive because the name was personal to me, but I called my then Co-founder, and we went back to the drawing board. With the help of some really smart students from Oxford University, the name EFRA was born.

Stilldapper’s failure was probably my personal failure. After experiencing burnout, I found it difficult to continue building a lifestyle brand because I lacked the motivation that the personal brand required. Thankfully, that period is behind me, and we are back to creating bespoke shoes, fashion items, and accessories that help build people's self-esteem.

If you could change one thing about your industry, what would it be and why?

I will focus on the Fashion industry with this one. If I could change one thing, it would be to reduce the fast fashion footprint. The environmental damage is significant, but even more concerning are the poor living conditions faced by many factory workers. I believe the world would benefit from less fast fashion and a greater emphasis on sustainably sourced products.

In your experience, what are some common misconceptions about being a serial entrepreneur?

Many people assume that serial entrepreneurs are larger-than-life individuals who "fake it till they make it," promoting various ideas but achieving only limited success with each one. I think it could be true that there are serial entrepreneurs out there who are faking it all. However, some of my biggest mentors, like Richard Branson, consider himself a serial entrepreneur. If he could make a difference at the scale in which he has, then being a serial entrepreneur can’t be that bad right?

How do you and your business address some of these misconceptions?

By bringing together businesses with social values and a dedication to making an impact. For example, Stilldapper will be announcing by Q4 2025 a partnership in which we will be pledging to donate at least 10% of our profits to projects and organizations aimed at improving lives in developing countries. My vision is to build profitable businesses so that we can allocate the necessary resources to areas in need of capital investments and expertise.

For readers inspired by this conversation and eager to start their journey, what first steps would you recommend?

My advice for emerging business or corporate leaders is to begin with a strong "why." Throughout my corporate career and business journey, I've never accepted a job that didn't help me build or improve on a natural skill or engage in a project that didn't have a larger purpose beyond just making money. Even when that purpose is simply changing one person’s perspective towards life, I believe this mindset has been key to my ability to bounce back from some significant life challenges.

I invite you to visit here to join the membership club, or simply browse the website and on a separate tab, type in www.efra.app to complete a short wellbeing assessment. It's also important that you connect with me on social media channels, so you don't miss the articles I will be sharing on Brainz Magazine.