Alright – so today we’ve got the honor of introducing you to Dr. Atinuke. We think you’ll enjoy our conversation, we’ve shared it below.

Dr. Atinuke, looking forward to hearing all of your stories today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

EMpreneur Solutions is a personalized business advisory service born out of a deep understanding of the challenges that new immigrants in Canada face when trying to establish and grow their businesses. As an immigrant myself, I have firsthand experience navigating complex funding landscapes, understanding grant opportunities, and building a sustainable business in a new country.

Back in my home country, I was already an entrepreneur. However, when I arrived in Canada eight years ago, I started EM Wigs Canada, a BIPOC hair e-wigboutique, with little to no knowledge of the Canadian business landscape. Like many new immigrant entrepreneurs, I faced numerous obstacles—lack of funding, limited access to business networks, and an unfamiliar market. I made many mistakes along the way, and over the years, I have seen others facing the same challenges.

Through my journey, education and experience as a business strategist, I have witnessed how talented entrepreneurs—especially those from immigrant backgrounds—struggle to thrive and access the resources they need simply because they don’t know where to start. I wanted to change that. EMpreneur Solutions is my way of ensuring that immigrants don’t just survive in Canada’s business world but thrive.

Beyond the technical aspects of securing grants, my mission is rooted in empowerment. I believe that economic stability is a crucial part of integration and success in a new country. When immigrant entrepreneurs have the right financial support and knowledge, they can create opportunities not just for themselves but for their families and communities.

That’s why EMpreneur Solutions exists—to bridge the gap between opportunity and accessibility, helping newcomers turn their business aspirations into reality. For me, this mission is deeply personal. It’s about seeing others succeed where they might have otherwise struggled and knowing that, in some way, I’ve helped them build a foundation for long-term success.

Atinuke , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m a multi-award-winning business grantee, celebrated author, business strategist, and entrepreneur with a passion for helping immigrant entrepreneurs in Canada start and grow sustainable businesses by accessing essential resources, including funding. My journey into this field wasn’t linear—it was shaped by my own lived experience as an immigrant entrepreneur navigating an unfamiliar business landscape with little guidance.
How I Got Into My Industry
When I moved to Canada eight years ago, I launched EM Wigs Canada, a BIPOC-focused hair wig e-boutique, due to a gap I saw in my city and my personal need for hair wigs, with minimal knowledge of the local business ecosystem. I faced countless challenges—securing funding, understanding business regulations, and building a customer base in a competitive market. Through trial, error, and determination, I not only built a thriving business but also became deeply invested in helping other immigrant entrepreneurs avoid the same struggles.
Empowering Entrepreneurs During COVID-19
When COVID struck, I launched a weekly series to uncover hidden business opportunities across various sectors of the Canadian economy, including healthcare and real estate. By bringing in respected professionals from these fields, we highlighted overlooked opportunities that led to the creation of new businesses within my community. This experience reinforced something I had long observed—Black entrepreneurs have a strong desire to build generational wealth, yet many struggle due to a lack of knowledge about the business landscape. This realization deepened my commitment to providing accessible business education and resources to bridge this gap.
My passion for business strategy ultimately led me to specialize in grant funding, helping small business owners and startups secure the financial resources they need to thrive. Over the years, I have helped clients successfully obtain various grants, unlocking opportunities that have allowed them to scale their businesses, invest in new ventures, and create lasting economic stability for themselves and their communities.
My Work & Services
I provide business advisory services, specializing in:
Grant consulting & writing – Helping businesses secure non-repayable funding.
Business strategy for immigrants – Guiding newcomers on how to navigate the Canadian business landscape.
Educational resources – Authoring business grant ebooks, including:
The Business Startup Guidebook
The Grant Mastery Ebook
50 Must-Apply Grants for Canadian Small Businesses
These ebooks serve as roadmaps, demystifying the grant process and providing actionable steps for entrepreneurs to secure funding.
Beyond Business and grant consulting, I continue to run EM Wigs Canada, where I provide high-quality wigs for BIPOC communities. Social responsibility is at the core of my business—I donate wigs to organizations supporting cancer patients, individuals with alopecia, and women experiencing hair loss due to medical conditions, helping them regain their confidence and dignity. Additionally, I serve as an executive member of the Board of Directors at Hope Spring Cancer Center in Waterloo, Ontario.
What Sets Me Apart
What truly differentiates me is my lived experience as an immigrant entrepreneur. I don’t just provide business advice—I’ve walked this path myself. I understand the challenges, and I’ve built my career around bridging the gap between immigrants and business success in Canada. My work is deeply mission-driven, focusing on economic empowerment, accessibility, and community impact.
What I’m Most Proud Of
I take immense pride in the countless businesses I’ve helped access funding, the entrepreneurs who have built thriving ventures with my guidance, and the impact EM Wigs Canada has had in uplifting individuals facing hair loss as well as fashion-oriented women. Over the years, I’ve mentored more than 550 business owners across various industries, assisting them with business registration, overcoming operational challenges, and securing over $250,000 in grants in 2024 alone. Seeing my clients successfully secure funding and grow their businesses fuels my passion every day.
What I Want You to Know
Whether you’re a new immigrant entrepreneur trying to navigate the Canadian business landscape, a small business owner looking for funding, or someone in need of high-quality, confidence-boosting wigs, I’m here to help. Success is possible with the right guidance and resources, and I’m committed to making that journey easier for others.
If you’re looking for grants, business strategy, or premium BIPOC-focused wigs with a social impact, let’s connect!

What else should we know about how you took your side hustle and scaled it up into what it is today?

I started my business during my PhD journey as an escape from the challenges of scientific research. I craved something more creative and fulfilling, which led me to launch EM Wigs Canada—an online wig boutique designed to fill a gap I observed. My goal was to provide high-quality, convenient, and affordable hairstyle solutions for women of color in Canada.
My mission was simple: I believe that whether it’s for fashion or to boost self-esteem and femininity, no woman should feel less of herself. This belief drove me to create a business in Guelph, Ontario, where I noticed a growing population of women and no wig shops catering to their needs. I wanted to provide women with the ability to look good without going broke, and my slogan, “Slay on a Budget”, became the foundation of my brand.
As I continued running the business alongside my PhD, I soon realized that over 50% of my clientele were from the Waterloo region in Ontario, which suggested an even greater demand. This insight, coupled with my completion of my PhD in 2020, led me to take the leap and relocate to Kitchener—a decision that was both personal and professional. The move allowed me to better serve my growing customer base while expanding the reach of my brand.
Today, EM Wigs Canada serves a diverse clientele of women across all races, expanding beyond my initial focus to meet a broader demand for affordable, stylish wigs. What started as a side hustle during my academic journey has now evolved into my full-time business, and I couldn’t be more proud of how it has scaled and impacted the community. The ability to help women feel confident and empowered through beauty is truly fulfilling.

Can you open up about how you funded your business?

I’m originally from Nigeria, and when I started EM Wigs Canada, I naturally turned to the market I understood best for sourcing products. As a student at the time, I didn’t have much extra capital to invest, so I sought support from my sister, who generously seeded ₦100,000 (approximately $333 CAD) into the business. This initial funding allowed me to execute my first sourcing and start the business.
I then focused on growing this money, reinvesting all profits and capital back into the business to scale it. However, as the demand grew, I realized my initial capital wasn’t enough to meet the increasing needs of my clients.
Determined to expand further, I ventured into the world of business grants in search of external funding. The process wasn’t easy, and there wasn’t much support available on how to properly apply for and win business grants or even where to consistently find the opportunities. But leveraging my research skills and experience with applying for and winning academic scholarships, I applied what I had learned in the academic field to business grants. After numerous trials and errors, I won my first grant, which provided the boost I needed to continue growing my business.
This experience was a turning point for me, teaching me the value of resilience and resourcefulness in the face of limited capital. It also ignited my passion for helping other entrepreneurs, especially those from immigrant backgrounds, access the grants and funding they need to succeed.

Contact Info:

• Website: www.empreneursolutions.com ; www.emwigs.com
• Instagram: www.instagram.com/empreneursolutions ; www.instagram.com/emwigscanada
• Facebook: www.facebook.com/empreneursolutions ; www.facebook.com/emwigscanada
• Linkedin: www.linkedin.com/company/empreneur-solutions ; www.linkedin.com/company/emwigscanada/