Alexander Amosu's story could be likened to that of the Biblical prophet who is not known among his people. An entrepreneur who specializes in luxury bespoke designs in the world of fashion and technology, Alexander was born in London to Nigerian parents on June 21 1975. An all-round businessman who started in business at age 12, he has dipped his hands in diverse industries such as: music, media, fashion, IT and hospitality where he has left an indelible mark. However, despite being a household name in Europe and America, very little is known about 34 year old Amosu back home.

Background
Alexander was born neither with a gold nor silver spoon in his mouth. Rather, his could be described as a wooden spoon. Growing up in North London council Estate, Alexander lived with his grandmother and aunt in a two-bedroom apartment. He did not have a room to himself and had to sleep on the floor in front of the grandmother's room while the aunt slept in the second room.
Even in school, Alexander was not the most popular kid. He was discriminated against by other kids because of his African origin. He had to work part-time in retailer, electronic stores and the fast food outlets while studying in order to augment his allowances and support himself.  He had his first encounter with business was at a tender age of 12 doing paper round. This fetched him10 pounds a week. At 15, Amosu established his own business organizing school football, basketball and table tournaments. He also worked as a disc jockey (DJ) and started promotion playing at house parties and at Nightclubs earning 250 Pounds per show. Alexander says he ventured into business early in life because, his words, "I discovered I didn't want to be poor."
At 19, Amosu wrote his first business plan which won the admiration of The Prince Trust. He was subsequently awarded a grant which enabled him establish HomeCare, a cleaning services company with a client base of 12 turning in over 4,000 pounds monthly. Within 18 months of hard work and determination, Alexander has grown his first business from a one-man operation into a business employing over a dozen staff, and generating an annual turnover in excess of £1 million.  From his small home cleaning outfit, Amosu has grown a business empire with businesses in various industries such as music, media, fashion, information technology (IT) and hospitality all of which he  has left an indelible imprint on.

Turning point
Alexander's success in business can be traced to his daring attitude and can-do spirit. When Alexander earned his first pay cheque of 10 pounds a week from doing paper rounds, he wanted more. But, he also knew he could only earn more by working for it. He says that "a business idea is no good without implementation, planning and knowledge. So at 15 he started conducting school football, basket ball and table tennis tournaments. He also took up Disc Joking (DJ), hosting and playing at house parties and night clubs and charged 250 pounds per show.
His first real opportunity at business however came at age 19 when Alexander wrote his first business proposal. The proposal won the admiration of The Prince Trust and he was subsequently awarded a grant with which he establish a cleaning services company which turned in over 4,000 pounds monthly
At age 24, Amosu sold his cleaning company and established Rnbringtones, a company that offers broadest spectrum of ringtones and graphics, ranging from Pop and Garage to African and Italian. Alexander actually stumbled on the ringtone business by accident. While fiddling with his Nokia 3210 phone in 2000, Alexander composed a unique ringtone to distinguish his phone from others. The tone instantly became the toast of ringtones as his colleagues at school demanded something unique from Alexander. He immediately saw the opportunity there and charged them accordingly for the service. That day Alexander made 97 pounds from composing and selling ringtones.
He later withdrew from school and went full-time into business.  He became the first person in Europe to create urban ringtones. He also created the first ringtones book and software (called Polywap 2.1) which allows users send ringtones around the world from a PC and started the world's first mobile video community site (called Mobsvidco.com) where users can upload and share content. He also designed and created the world's most expensive phones (diamond-encrusted Blackberry pearl and Apple iPhone) and the limited edition diamond Mont Blanc handcrafted pen. By 25 Alexander made his first million as a businessman.

Daring to be different
One key element to Alexander Amosu as a businessman is that he dares to be different. Because of his daring nature and crave to do things differently, he has a series of firsts attached to his resume.
Amongst a string of firsts are that he is the first person in Europe to create Urban ringtones; he is also the first person to created a ringtones book and software (called Polywap 2.1) which allows users send ringtones around the world from a PC; he started the world's first mobile video community site (called Mobsvidco.com) where users can upload and share content. He also created the world's most expensive phones (diamond-encrusted Blackberry pearl and Apple iPhonc) and the limited edition diamond Mont Blanc handcrafted pen.
On April 22, 2009, in Pall Mall, London, Alexander went a step further to unveil the world's most expensive suit (made with gold and platinum threads, rare clothes and precious stones). The suit costs 70,000 pounds (about $103,000). This feat immediately attracted global headlines, with his fresh luxury line amassing rave reviews from some of the world's biggest media organisations.
He has also introduced incomparable after sales services for buyers of the 70, 000 pound sterling suit.

The business enterprise today
From the cleaning service, Alexander's businesses have ventured into various industries such as music, media, fashion, IT and hospitality. He has also established AA trust a foundation that focuses on creating more entrepreneurs by investing between the ages of 16-27 with a business idea or plan. Alexander said he would be touring Nigerian universities in 2010 to scout for youths with brilliant business ideas he would invest in.  "I will encourage, help and develop the business from concept to materialisation giving the individuals the opportunity to make a difference in their lives and community through professional advice, training and financial support.
According to him, "the foundation will not only fund the business, it will create a hub and work alongside the individual with hands-on support. The trust will provide them with an office, experienced staff and office equipment for a period of 6 months and then a further 6 months guidance and support via mentors." He also provides Consultancy and Advice services to businessmen to define how best to refocus ailing businesses. Alexander says he is working towards building the Alexander Amosu (AA) fashion label into a brand comparable to brands such as Gucci, Yves Saint Laurent (YSL) among others. 

Awards
A motivational speaker, and freelance writer, Alexander speaks at schools, colleges, universities and a variety of organisations, from the private, public and never for profit sectors and is engaged as a speaker and facilitator for a wide range of activities. Alexander has been variously awarded for his doggedness and tenacity in business. In 2002, he was bestowed with the Young Entrepreneur Award in the United Kingdom (UK). He was also recently named one of the outstanding Nigerians in the UK. His name has also gone into the Guinness World Records books as the creator of the world most expensive suit. Alexander Amosu was awarded with the honorary degree of Doctor of Business Administration by his old university London Metropolitan University.