Meet Ani Youssoufian

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

Ani, we’re thrilled to have you sharing your thoughts and lessons with our community. So, for folks who are at a stage in their life or career where they are trying to be more resilient, can you share where you get your resilience from?

Resilience, for me, comes from a deep sense of purpose. I opened my studio with the belief that working with your hands can be healing, empowering, and creatively fulfilling-not just for me, but for others too. That belief has kept me grounded through every high and low of entrepreneurship.

Running a small business alone means wearing every hat and learning as I go. Things shift constantly-sometimes marketing doesn’t land, bookings slow down, or new ideas fall flat. But I’ve learned to treat those moments not as signs to stop, but as reminders to adjust. I’ve built resilience not through perfect plans, but by continuing to show up, stay curious, and keep refining.

It’s not always easy, but it’s always worth it-especially when I see a student finish a project with pride, or when someone tells me they’ve been watching my journey and finally felt ready to sign up. That’s what fuels me. That’s what keeps me going.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’m the founder and instructor at Youssoufiani Leather Craftsmanship, a boutique leather studio in Jersey City specializing in refined, hands-on leatherwork experiences. The studio offers intimate, high-quality workshops for beginners and enthusiasts alike, with a focus on craftsmanship, intentional design, and timeless style.

What sets my studio apart is the experience itself. Every class is designed to feel personal, inspiring, and elevated. Students don’t just leave with a leather piece; they leave with something beautifully made by their own hands – whether it’s a sleek cardholder, a structured mini tote, or a fully custom handbag. My goal is to make luxury craftsmanship feel approachable, while still honoring the elegance and skill that define the art of leatherwork.

In addition to my standard workshops, I offer multi-session courses for those who want to dive deeper, private group sessions for team-building or celebrations, and custom bag-making appointments by request. I’ve also introduced seasonal events like “Sip & Stitch” nights, which combine the craft with wine, music, and great conversation – bringing a chic, creative energy to the studio space.

This year, I’m focused on expanding our offerings, growing our community through collaborations, and continuing to provide an experience where quality, creativity, and individuality come together in every detail.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Looking back, the three most important qualities that have shaped my journey are adaptability, storytelling, and consistency.

Adaptability has been essential. When you’re building a creative business, things rarely go exactly as planned. I’ve had to adjust my workshop offerings, pricing, and marketing strategies many times based on what’s working and what my students are responding to. Being open to change, while still staying true to my overall vision has helped me grow through every challenge.

Storytelling has also played a huge role, especially when it comes to branding. People don’t just sign up for a leather workshop – they’re drawn to the feeling, the identity, and the story behind it. Learning how to share what I do in a way that feels authentic and visually engaging, particularly on social media, has helped me connect with my audience in a more meaningful way.

And finally, consistency. This is probably the most important one. As a solo business owner, I’ve learned that showing up every day matters more than anything. Some days are slow, others are unpredictable, but steady effort over time creates momentum and eventually, results.

For anyone just starting out, my advice is to begin before you feel fully ready. You’ll learn so much by doing. Stay curious, stay committed, and be willing to evolve as you go.

What’s been one of your main areas of growth this year?

Over the past 12 months, my biggest area of growth has been learning how to truly run my business – not just as an artist or instructor, but as a strategic entrepreneur. When I first opened my studio, I was focused on the creative side: teaching, designing classes, and perfecting the hands-on experience. But I quickly realized that to succeed long-term, I had to step into the business role fully.

I’ve pushed myself to get more comfortable with marketing, analyzing what works and what doesn’t, tracking data, testing different offerings, and reaching out for press and collaborations. I’ve also learned to adjust quickly – whether it’s reworking pricing, refining my website, or launching low-cost workshops to attract a wider audience. All of it has helped me grow not just as a maker, but as a business owner who understands how to adapt and thrive.

This past year taught me that creativity and business don’t have to compete – they can support each other beautifully when you stay committed and open to learning.

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