Meet Excel Ansong

We’re excited to introduce you to the always interesting and insightful Excel Ansong. We hope you’ll enjoy our conversation with Excel below.

Excel, so many exciting things to discuss, we can’t wait. Thanks for joining us and we appreciate you sharing your wisdom with our readers. So, maybe we can start by discussing optimism and where your optimism comes from?

My optimism is deeply rooted in my faith and lived experience. I’ve faced seasons where things didn’t go as planned—setbacks, health challenges, closed doors—and yet somehow, grace always made a way. That’s taught me to believe that even when things look uncertain, there’s purpose in the process. I hold onto the belief that everything I go through is shaping me for greater, and that perspective allows me to approach life with hope instead of fear. Optimism, for me, isn’t about pretending everything is perfect—it’s about choosing to see possibility, even in the midst of pressure. It’s knowing that what’s ahead can be better than what’s been, as long as I stay faithful, grounded, and aligned with the vision God gave me.

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

I’m the founder of We Are Crown’d—a handcrafted, all-natural skin, body, and hair care brand rooted in wellness, self-love, and the beauty of natural remedies. What started as a personal journey—navigating my lupus diagnosis and struggling to find products that didn’t irritate my skin—quickly turned into a calling. I began formulating products in my kitchen, using ingredients that were not only safe but also healing. Over time, that passion grew into a full-fledged brand with a mission to remind people—especially Black men and women—that their beauty is worthy of being honored, protected, and celebrated.

What’s most special about We Are Crown’d is our commitment to transparency, intention, and cultural pride. Every ingredient serves a purpose, and every product tells a story of restoration and royalty.

I’m in a season of expansion and elevation. We’re currently rebranding to reflect a more luxe, elevated experience while still staying grounded in our community roots. This includes product redesigns, new launches tailored to both men and women, and brand storytelling that reflects the confidence and softness of our audience. We’re also preparing to step into retail partnerships, funding opportunities, and broader wellness initiatives.

At the heart of everything I do is a desire to empower—whether that’s through skincare, storytelling, or community-building. We Are Crown’d is more than a brand. It’s a reminder that you’re worthy of the best version of yourself—and that you can feel good about what you’re putting on your body while you chase everything you’re called to be.

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?

1. Resilience:
Entrepreneurship will stretch you—mentally, spiritually, and emotionally. There were times when I didn’t know how I was going to fund my next batch of inventory or when health challenges made it hard to show up fully. But I kept going. Resilience isn’t about being unaffected; it’s about rising anyway.
Advice: Build a mindset that doesn’t collapse under pressure. Get anchored in your “why,” develop a strong prayer life or grounding practice, and surround yourself with people who speak life into your vision when you’re tired.

2. Vision:
Being able to see beyond your current circumstances is powerful. Even when I was just whipping up body butters in my kitchen, I saw the elevated brand it could become. That vision carried me through imposter syndrome, slow seasons, and pivots.
Advice: Take time to get crystal clear about what you’re building—journal it, moodboard it, speak it aloud often. Your vision is your compass. And don’t be afraid to dream big—there’s no such thing as too much when your intention is aligned.

3. Resourcefulness:
I didn’t have a huge budget or team when I started, but I learned how to figure things out. Whether it was learning SEO, designing my labels, or pitching for funding—I stayed curious and committed to problem-solving.
Advice: Don’t wait for perfect conditions. Use what you have. Take the free class. Watch the YouTube tutorial. Ask for help. Learn as you go. Everything doesn’t have to be polished to be powerful.

At the end of the day, your success will be a reflection of your mindset, your persistence, and your ability to stay rooted in purpose even when the process gets hard. Start where you are—but don’t stay there. Grow, stretch, and evolve. You’re capable of more than you know.

We’ve all got limited resources, time, energy, focus etc – so if you had to choose between going all in on your strengths or working on areas where you aren’t as strong, what would you choose?

I believe in leading with your strengths and supporting your growth areas strategically. You don’t have to be great at everything—but you do need to know what you’re excellent at and build from there. I’ve learned that your strengths are your superpowers—they’re what set you apart and carry your vision forward with authenticity and ease.

When I first started We Are Crown’d, I quickly realized that if I wanted to scale, I had to get more comfortable with the numbers, backend systems, and operations—areas that didn’t come naturally. So instead of trying to master everything overnight, I dedicated time to learn, practice and implement the skills and knowledge I was gaining.

The key is: don’t abandon your strengths trying to “fix” yourself. Build on them—and delegate or develop the rest when it’s essential to your growth.

Contact Info:

• Website: https://www.wearecrownd.com
• Instagram: https://www.instagram.com/wearecrownd/
• Facebook: https://www.facebook.com/wearecrownd19/
• Linkedin: https://www.linkedin.com/in/excel-ansong/