We caught up with the brilliant and insightful Iya Efuru Simon a few weeks ago and have shared our conversation below.
Iya Efuru, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
My mission and company, Royalty Reigns, stem from a deeply personal and profound journey marked by the loss of my twin sister in a tragic car accident on her way to New York Fashion Week. Our shared dream, our vision of creating a sustainable design and digital firm, was not just about fashion—it was about healing and empowerment.
Royalty Reigns was born from our belief in the power of creativity to heal from within and to reconnect with our inherent royalty—the essence of who we truly are. As twin designers, we sought to inspire others to believe in themselves and to tap into their natural gifts and talents, using our platform to teach the transformative potential of creating with mind, body, and spirit.
After my sister’s passing, honoring her spirit and legacy became my sacred duty. Continuing our journey, I founded a twin agency dedicated to empowering twins to rediscover their innate abilities and talents. As a Reiki practitioner, I assist twinless twins in navigating the grief of their loss while guiding twin flames on their journey of connection.
Through our channel, interviews, modeling agency, and membership, we celebrate the unique bond of twins, sharing their stories and showcasing the magic of twinhood to the world. Our upcoming twin sustainable wear line not only promotes environmental consciousness but also serves as a symbol of our shared connection and commitment to honoring our roots.
My mission is not just a business endeavor—it’s a sacred calling, a testament to the enduring bond between twins and the transformative power of love, resilience, and connection. It’s about turning tragedy into triumph, grief into growth, and loss into legacy. For me, this mission is not only meaningful—it’s a soul-deep commitment to honoring my sister’s memory, fulfilling our shared dreams, and empowering others to embrace their own royalty, reigns with their twin by their side.
Iya Efuru, 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?
Iya Efuru, American known as Keisha Rena Simon, is a multifaceted visionary on a mission to celebrate the magic of twinhood while empowering individuals to embrace sustainable living. As a Reiki practitioner, sustainable design advocate, and fashion stylist, she weaves together her passion for holistic wellness and eco-conscious fashion to create a harmonious blend of healing and style. Driven by her own journey of loss and resilience as a twineless twin, Iya is dedicated to creating spaces where twins can come together to share their stories, find support, and foster deep connections. Through her twin-focused fashion shows, design firm, and mentorship programs, she invites twins and twineless twins alike to embark on a journey of healing, empowerment, and self-discovery. Iya sent here to unveil the beauty of twinhood and to inspires others to embrace their unique gifts and experiences. Iya Efuru, also known as Keisha Rena Simon, a guardian of the sacred bond that binds twins together, weaving a tapestry of magic, resilience, and love. In the aftermath of losing my cherished twin sister, I embarked on a quest to honor her memory by illuminating the extraordinary journey of twinhood. Twins are not merely a happenstance of genetics; they are rare and wondrous manifestations of the universe’s infinite creativity. With an innate connection that transcends the physical realm, twins share a bond that is both mystical and profound. In my journey of grieving, I have discovered the transformative power of connecting with twins who walk beside me, their presence a balm for my wounded soul. Together, we navigate the turbulent waters of grief with grace and resilience, finding solace in the shared understanding of our unique journey. Surrounded by twins, I am reminded of the magic that resides within each of us – a magic that is amplified when we come together in solidarity and support. Through our collective grief, we find balance, healing, and the courage to embrace life’s infinite possibilities. This is a sacred journey of twinhood, where grief becomes a catalyst for growth, and connection becomes a source of strength. Together, we honor the rare and precious gift of twinship, weaving a tapestry of love and resilience that transcends time and space.” In the heart of Houston, Texas, twin sisters Iya and Nisha Tashaye were born into a world of creativity and style. From a young age, our bond was as strong as our shared vision – to make our mark on the fashion industry. Growing up surrounded by fabrics and sewing machines, our mother, a talented seamstress, instilled in us a love for style, design and craftsmanship. Together, we would play in her closet, experimenting with different styles and creating our own unique looks. As we grew older, our passion for fashion only intensified. With an eye for style and an innate talent for design, Iya and Nisha found joy in dressing up our friends and family, turning every occasion into a runway show. In their twenties, Nisha took the lead, organizing pop-up fashion shows in the vibrant streets of Houston. Iya stood by her side, offering her expertise as a stylist and spreading infectious positivity to the models backstage. While Nisha pursued a degree in fashion design, Iya honed her skills as a children’s wear designer, creating culturally inspired pieces that captured the imagination of parents and children alike. But it wasn’t until February 2, 2022, that their dreams truly took flight. On the 22nd of February, Nisha issued a challenge to me – to create a twin-inspired fashion line in just 22 days for their upcoming show, “The Year of the Reign.” Though initially hesitant, Iya accepted the challenge, and together, they unveiled their first joint collection on February 22, 2022, to rave reviews. The success of the show only fueled their ambition, and they embarked on a journey to make their mark on the fashion world. Tragically, their journey took an unexpected turn in September of that same year. Nisha’s dream of attending New York Fashion Week was cut short when she was involved in a fatal car accident on her way to the event. Devastated by the loss of my twin and creative partner, I was left to carry on their legacy alone. But carry on i did. In honor of my sister’s memory, I continued to showcase our designs, month after month, turning grief into inspiration and loss into resilience. And in a twist of fate, I found solace and strength in the presence of identical twins who crossed her path, reaffirming the power of their shared bond. Today, I stand as a beacon of hope and resilience in the fashion industry, weaving together my twin’s legacy with my own unique vision. Through my sustainable designs and heartfelt storytelling, I honor the memory of my twin sister and celebrate the magic of twinhood, one stitch at a time. In Royalty Reigns, we address several interconnected challenges faced by twins and twinless twins in the fashion industry and beyond. Firstly, we recognize the lack of representation and support for twins in the fashion world. Twins often face unique challenges when it comes to finding clothing that celebrates their bond and identity. By offering matching garments and Twin Tee shirt designs, we provide twins with a platform to express their unique connection through fashion, empowering them to embrace their twinhood with pride. Additionally, we acknowledge the emotional and psychological toll of grief, particularly for twinless twins who have lost their other half. Through our holistic wellness services such as Reiki sessions, divine breath works, and divine body movements, we offer a supportive environment for individuals to navigate their grief, find healing, and rediscover joy and purpose in their lives. Furthermore, we recognize the need for mentorship and guidance for twins aspiring to pursue careers in fashion. Our style sessions and closet hauls provide practical advice and support to help twins navigate the fashion industry with confidence, while our model agency offers opportunities for twins to showcase their talents and pursue their dreams. Overall, Royalty Reigns seeks to create a nurturing and inclusive community where twins and twinless twins feel seen, heard, and supported. By addressing these challenges and providing a range of tailored services, we aim to empower individuals to embrace their twin connection, cultivate self-confidence, and thrive in both their personal and professional lives. Royalty Reigns sets itself apart through its unique combination of offerings, personalized services, and heartfelt mission. 1. **Twin-Centric Approach:** Unlike traditional fashion brands, Royalty Reigns focuses specifically on twins and twinless twins, catering to their unique needs and desires. By offering matching garments, Twin Tee shirt designs, and a model agency dedicated to twins, we provide a platform for twins to celebrate their bond and express their individuality. 2. **Holistic Wellness Integration:** In addition to fashion services, Royalty Reigns prioritizes the holistic well-being of its clients. Through Reiki sessions, divine breath works, and divine body movements, we address the emotional, spiritual, and physical needs of twins and twinless twins, providing a comprehensive approach to healing and self-care. 3. **Personalized Support:** Royalty Reigns goes beyond simply selling products by offering personalized style sessions, closet hauls, and mentorship programs. Our experienced stylists and wellness practitioners work closely with clients to understand their unique preferences, challenges, and goals, providing tailored guidance and support every step of the way. 4. **Empowering Mission:** At the core of Royalty Reigns is a mission to empower twins and twinless twins to embrace their uniqueness, cultivate self-confidence, and thrive in all aspects of their lives. Through our products, services, and community-building efforts, we aim to create a supportive and inclusive environment where every twin feels valued, understood, and celebrated. By combining fashion, wellness, and empowerment in a twin-centric framework, Royalty Reigns stands out as a trailblazer in the industry, offering a one-of-a-kind experience that resonates deeply with its target audience. What I am most proud of is the inner strength that courses through my veins, enabling me to continue onward, despite the trials and tribulations life may present. It is this unwavering resilience that fuels my passion for sharing our twin story and illuminating the magic and power of the profound connection that exists between twins. Through my brand, I aspire to not only showcase the beauty of twinhood but also to empower others to embrace their own unique connections and tap into the boundless potential that lies within. I want my potential clients, followers, and fans to know that Royalty Reigns is more than just a fashion brand – it is a testament to the resilience of the human spirit, a celebration of the extraordinary bond shared by twins, and a beacon of hope for those navigating their own journeys of loss, grief, and self-discovery. What sets me apart is my ability to connect with people on a deeper level, tapping into the spiritual realm and drawing strength from the profound connection I share with my twin. This connection not only guides and protects me but also imbues my work with a sense of purpose and meaning that transcends the ordinary. Through the power of the twin connection, I am able to navigate the complexities of life and death with a clarity and understanding that few possess. It is this clairvoyance, this ability to foresee the unseen, that allows me to channel my inner strength and guide others on their own paths of healing, growth, and enlightenment. In essence, Royalty Reigns is a reflection of my journey – a journey marked by triumph over adversity, resilience in the face of loss, and a deep-seated belief in the transformative power of love, connection, and creativity. And it is my greatest honor to share this journey with you, my beloved clients, followers, and fans, as we walk hand in hand along the path of twinhood, united in our shared vision of beauty, empowerment, and spiritual awakening.
Can you share a story from your journey that illustrates your resilience?
Amidst the trials and triumphs of my journey, there’s a story that epitomizes the resilience that courses through my veins – a tale of heartache turned into triumph,loss transformed into legacy. It was crisp autumn day when I received the devastating news of my twin sister’s untimely passing in a car accident. In an instant, my world shattered, and I found myself engulfed in a whirlwind of grief and despair. But even in the depths of my sorrow, a flicker of determination ignited within me – a determination to honor her memory, to carry on her legacy, and to forge ahead with unwavering strength and resilience. In the days and weeks that followed, I faced countless challenges, both personal and professional. But with each obstacle that stood in my path, I drew upon the inner reserves of strength that I never knew I possessed – the same strength that had carried me through the darkest moments of my life. As the co-founder of Royalty Reigns, my sister and I had built our business with a shared vision of empowerment, creativity, and connection. And in the wake of her passing, I made a solemn vow to continue that legacy – to create beauty from pain, to spread love in the face of loss, and to inspire others to embrace their own resilience and inner strength. Despite the overwhelming grief that threatened to consume me, I pressed on, channeling my sorrow into creativity, my pain into purpose. With each design, each fashion show, each interaction with clients and followers, I found solace and healing in the act of creation – a reminder that even in the darkest of times, there is light to be found, beauty to be discovered, and hope to be cherished. And so, through sheer determination and unwavering resilience, I transformed my grief into a force for good – a beacon of hope and inspiration for others who may be walking a similar path. For it is in our darkest moments that our true strength shines brightest, and it is in our deepest wounds that our greatest triumphs are born. As I continue to navigate the twists and turns of my journey, I carry with me the indomitable spirit of my twin sister – a spirit that propels me forward, guides me through the darkness, and reminds me that no matter what life may bring, I am capable of overcoming anything, for I am truly royalty, reigns with my twin sister’s legacy as my crown.
Can you tell us about a time you’ve had to pivot?
In the wake of my sister’s tragic passing, I found myself standing at a crossroads, grappling with the profound loss of not only my twin but also my creative partner and confidante. As the co-founder of Royalty Reigns, our vision had always been to empower twins through fashion, but with her absence, I was forced to confront the harsh reality of a future without her by my side. In those early days of grief, I struggled to find my footing, to make sense of a world that suddenly felt so empty and devoid of purpose. But amidst the darkness, a glimmer of inspiration emerged – a calling to honor my sister’s memory by continuing the work we had started together, albeit in a new and unexpected way. With a heavy heart and a renewed sense of purpose, I made the decision to pivot my business, career, and life towards storytelling – towards creating a platform where twins could come together to share their experiences, celebrate their bond, and find solace in their shared journey of grief and healing. And so, I embarked on a journey of transformation, from fashion designer to storyteller, from twin to twinless twin. Drawing upon my own experiences of loss and resilience, I set out to build a twin network – a community of support, understanding, and empowerment for twins who had experienced the profound loss of their other half. Through workshops, events, and online platforms, I began to share my own story of grief and healing, offering a beacon of hope and inspiration for others who may be walking a similar path. I found solace in the act of storytelling, in the power of words to heal and connect, and in the knowledge that through our shared experiences, we are never truly alone. Today, as I look back on the journey that has brought me to this moment, I am filled with a profound sense of gratitude and purpose. Though the road has been long and at times impossibly difficult, I am grateful for the opportunity to continue my sister’s legacy in a way that honors her memory and empowers others to find strength, resilience, and healing in the face of loss. For it is through the power of storytelling, through the act of sharing our experiences and connecting with others, that we find the courage to carry on, to embrace life’s challenges, and to discover the beauty and resilience that lies within each and every one of us. And I am honored to walk this journey alongside my fellow twins, united in our shared bond and unwavering determination to overcome, to thrive, and to reign supreme in the face of adversity.
Contact Info:
- Website: Www.royaltyreignsinc.com
- Instagram: royaltyreignstwinstory
- Facebook: https://www.facebook.com/royaltyreigns.inc?mibextid=LQQJ4d
- Linkedin: Royaltyreignsinc
- Youtube: royaltyreignstwinstory
- Other: Royaltyreignstwinstory on all social media
Image Credits
@Bluetreasurephotagraphy