This month’s spotlight is Armana Embaie, designer and founder of Embuyè Jewelry. Read on to learn more about Armana and her inspiring path to creating a jewelry brand with a mission to connect Africa to the Diaspora.
Could you briefly explain some of your responsibilities in your current role?
I am the founder, designer, and buyer for Embuyè Jewelry. I would personally identify as a multidisciplinary creative with a passion for transforming jewelry, beauty, and styling. My role requires in-depth research on African art, history, tradition to best forecast and strategize designs that capture the stories of African countries. But more importantly help my customers envision and actualize their ancestorial legacy through jewelry.
How did you come to decide that entrepreneurship was the right career path for you?
I truly believe entrepreneurship is a path that finds the one who can withstand the trials that come with it. I did not have a traditional “deciding moment” to become an entrepreneur but rather, I found myself constantly pouring into a skill that came easy to me and decided to master it. Prior to identifying myself as a jeweler, I used jewelry design as a coping mechanism to ease anxiety all throughout college. There is a meditative practice that occurs when designing jewelry which requires focus, connection, and manual dexterity that you perfect over time. African traditional jewelry naturally became the blueprint to my designs. There was a turning point where I asked myself “How can I re-envision futures and help communities, customers, and brands to envision and actualize Pan-African creativity”. This was the beginning of my entrepreneurship journey to help customer return to source through jewelry.
What skills have you found vital for the creation of your jewelry line, and how did you learn them?
I would say analytical skills, artistic ability, and communication skills is vital to a jewelry designer. As an Eritrean woman, the symbolic interpretation of jewelry is embedded in the framework of my designs. I analyzed first-hand the privilege of knowing where you’re from and your heritage. It’s important to know how to create from a place of vulnerability and authenticity. Socially, I used jewelry as a method to overcome my shy/introverted style of communication. Through my numerous encounters with clients, I grew my confidence in one-on-one conversations with strangers, storytelling through jewelry, and building meaningful relationships and community.
What are some mistakes you made as a new entrepreneur, and what did you change to address the errors?
I would say believing that I can do it all was a mentality that did not serve me as a business owner. When you choose not to ask for help, you gamble your professional reputation and miss opportunities for growth because you are overcompensating the stress. It alienates you from communities that serve as a guide to help support and share resources that develop your business. I didn’t realize the effects of my hyper-independent tendencies until I invested in a business coach. We analyzed the effects of being rushed and missing vital steps due to not asking for help or outsourcing and delegating tasks that can save my business. You will be juggling various tasks at once, but it’s vital to establish your core support group to best position you to offer and receive help.
What are three important factors to consider when starting a new business?
Most would say find a void and fill it. But before looking to fill a problem, establish what comes natural to you. Your interests will lead you to your passions if you pour into the uniqueness of your skillset. Once you have identified your purpose project, take a business/entrepreneurship course to educate yourself on the logistics/challenges that will come with starting a business. This is also where you will identify your target market, learn the market size, and demand. The third important factor is identity. This is the fuel to your business. You need to know what sets you apart from your competitors in the market.
What are the most rewarding and challenging aspects of being an entrepreneur?
The most rewarding aspect is building a community of people that genuinely support your vision and mission. The most challenging aspect is learning to get comfortable with business growth outweighing your personal benefits. In time, you will see the return of investment without taking a big cut of that check. In business, you will need to sacrifice to scale up. This means that you are required to confront, adjust, and drop habits that are detrimental to the development of your business goals. These challenges have taught me how to navigate towards a compromise that allows growth without hurting my brand.
Embuye Jewelry is a hand-crafted African Inspired jewelry collection. What made you go in this direction specifically, and what does this mean for your brand?
I decided to specialize in African inspired jewelry because I understand that jewelry is far more than accessories, they are necessities. African jewelry in particular is centered around symbolic representation of status, culture, and a stamp of time. It reminds us of the importance of being rooted deeply in something greater than ourselves. I come from a lineage of poets, artisans, blacksmiths, and designers which have always encouraged my creativity. Designing jewelry has always been more than a fashionable statement but rather a tool to remind my audience of their legacy.
To date, what is your greatest professional accomplishment?
My greatest accomplishment is witnessing the evolution of my brand come together. Embuyè Jewelry has grown at such a rapid pace with over 500 pieces sold, featured in many leading publications such as Essence Magazine, and worn by influential celebrities and international artists. To live a life that was once an idea is something that constantly amazes me.
What’s one piece of advice you would give someone looking to become an entrepreneur?
Start. Whatever the idea you are contemplating may be, start by knowing that you may very well fail but it will lead you into another path meant specifically for your skillset. We often wait for the perfect timing to execute on our ideas, but I encourage you to jump into your greatness knowing that you will find your lane.
What do you do for fun outside of all of your hard work and efforts toward building your career? Hobbies?
Outside of building a career, I love to travel, hike, paint, work out, and funny enough make jewelry.