Award-winning gospel musician Diana Hamilton has revealed how her flourishing fashion label, DH by DH, was birthed, thanks to the quiet nudging of her sister, Adelaide.
Speaking on The Career Trail on Joy Learning TV and Joy News, Diana recounted how her style naturally drew attention from fans during her musical performances.
“While I’m singing, I wear a dress, and someone will ask, ‘Where did you get that dress?’ I’d say I designed it and had someone make it for me. It happened so often,” she recalled.
Yet, what began as simple compliments soon blossomed into a business idea, thanks to her sister’s foresight.
“One day, my sister, who’s the business brain behind what I do, said, ‘Aunty, we need to start selling these clothes.’ I thought she was joking. But she went ahead and opened a fashion Facebook page—then called Diana Hamilton Fashion. We had it for years, but we weren’t selling. If someone asked, I’d make one for them.”
The turning point came during the COVID-19 pandemic, when traditional business models were upended.
“When COVID hit, everything moved online. My sister called me again and said, ‘Auntie, it’s time we take this seriously. We don’t need a physical shop. Let’s open an online store.’ And that’s how we officially started. Now, we have DH by DH,” she revealed.
Reflecting on the journey, Diana called it divinely orchestrated.
“When God gives you an assignment, He gives you help. And Adelaide, my sister and partner in everything I do, has been phenomenal. We’ve done so many collections, and they’re selling well,” she said.
Initially, they designed and displayed the pieces traditionally on racks. But as demand evolved, the model shifted towards custom orders.
“Fashion has become very sophisticated. We now focus more on customer orders.”
Diana also highlighted that their brand is intentionally designed for a unique clientele.
“Our customers don’t always have the typical European body shapes. So we create with that in mind. Our style blends African and European influences, something truly distinctive.”
Every DH by DH piece, she added, is crafted to reflect individuality.
“If you pick a DH by DH dress, you wear it with pride. You won’t see anyone else wearing it quite the same way,” she noted.
From gospel stages to fashion runways, Diana Hamilton’s journey reflects the power of passion, purpose, and partnership, and a sister who saw potential long before the spotlight did.
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