Alright – so today we’ve got the honor of introducing you to Esther Otu. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Esther, thanks for sharing your insights with our community today. Part of your success, no doubt, is due to your work ethic and so we’d love if you could open up about where you got your work ethic from?
It’s 6:00 am in Ghana, West Africa, The cock crows, grandpa’s radio goes on, and the morning buzz begins in our household. I awake to embark on my daily chores. No one wakes me up, there is no alarm clock, yet at 8 years old, my internal body clock is already accustomed to waking up consistently every morning to complete chores before getting ready and heading to school.
My experiences as a child shaped my work ethic quite early. I learned to be proactive and set high expectations at home, in school, and with every endeavor I encountered because it was ingrained in me. The grandparents who raised me were older and unable to assist me with my schoolwork, so I had to figure it. After school, I would make a list of homework assignments and just sit to complete them. I was taught to work harder than expected, respect authority, and think about problems and challenges before they arose.
My upbringing, though challenging at times, helped me to establish the work ethic I embody today. I am task-oriented, diligent about timeliness of task completion, and relentless when it comes to high expectations, My work ethic enables me to juggle motherhood, educational leadership, entrepreneurship, self-care, and being a wife. While some of these areas take a back seat to others at times, staying focused on my vision for each area and executing with diligence helps me to keep it all in perspective.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
I began my entrepreneurial journey in 2021. Originally named Jewels By Afia, after my Ghanaian Day Name, we offer authentic African beaded pieces and high quality, on-trend, fashion pieces. This positions us to bring an elevated and unique look to the saturated jewelry industry.
In 2024, after engaging in business coaching and upon much reflection, we rebranded and evolved into Oba Jewelry. To me, Oba is not merely a jewelry brand – it is an extension of my heritage and passion for unique, high quality fashion. We offer bold, elegant, and sophisticated jewelry that speaks to the essence and vibrant spirit of the modern woman with discerning taste. Oba jewelry celebrates our Royals’ (our customers) achievements, milestones, and the moments that make life truly extraordinary. For the mothers juggling the beautiful chaos of family life, to the accomplished professionals leading with unwavering determination, our designs speak to the essence of who they are.
In alignment with our 2024 rebranding, we introduced three distinct collections:
Our Bold Elegance collection is perfect for those who love to make a statement. Featuring striking designs and intricate craftmanship, these pieces are sure to turn heads and spark conversations.
Our Trendsetters’ Choice collection features pieces designed to be both trendy and enduring, making them essential additions to any jewelry box.
Our Sophisticated Charm collection features refined pieces that exude grace and elegance. Ideal for any occasion, these designs are the epitome of timeless beauty.
We are committed to giving back to our community, for the joy of giving. We empower the female artisans who meticulously craft our Bold Elegance pieces by supporting them with providing for their families. We are passionate about women’s health issues, building community, offering education and partnering with medical professionals to provide guidance and support.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
The three skills that have been most impactful in my journey are:
Having a Clear Vision: Very early in my entrepreneurial journey, I established a vision for Oba and the type of jewelry brand I wanted to build. Although that vision has evolved over the years, I keep it at the forefront of everything I do to. This helps me to stay focused on my “why”.
Determination/Grit: We often look to the people around us to believe in our journey, provide support, and uplift us when needed. I have come to realize that those are sometimes the people that will give you the least support. To avoid disappointment, I work hard to establish a strong internal core that keeps me stable when challenges arise. While I ask others for guidance, my faith and mental fortitude go a long way to help me stay the course.
Self-investment: You have to learn and grow in your niche in order to become an authority in your industry. Over the past few years, I have dedicated myself to learning everything I can about owning and scaling a brand, finance, marketing, etc. by investing in books, listening to webinars, conducting research, and following those who have been successful in business and the jewelry industry to be specific. Everyone’s journey may look different, but the pillars of success remain consistent.
All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?
The number one challenge I am currently facing is building brand awareness and developing a successful marketing strategy for Oba Jewelry. Since the rebrand, I decided to hire a firm to manage our marketing. The goal was to roll out a strong launch campaign, then follow through with social media content and paid ads to drive the marketing piece. Unfortunately, the firm did not deliver as expected. We’ve since pivoted and are working diligently to get a solid marketing plan in place and on track. I’ve come to the realization that e-commerce marketing is not only expensive and unpredictable, but that there are many predators out there looking to take advantage of business owners. It is important to be vigilant about doing your due diligence when hiring for your business.
Contact Info:
- Website: www.oba.jewelry
- Instagram: @obajewelry
- Facebook: @obajewelry
- Other: Pinterest: https://pin.it/7IxV2dA6v
TikTok: https://www.tiktok.com/@obajewelry
