Maryland-based Epiphanie Yohou , a native of the Ivory Coast, has made a name for herself in the world of marketing as the founder of Ayoka Essentials . The company specializes in creating joyful environments through home fragrance products, such as candles, room sprays, and reed diffusers. However, what sets Epiphanie apart is her unique background that didn't follow the traditional path in marketing.
Starting her career in project and program management for commercial research organizations and pharma, Epiphanie discovered her passion for bringing products to life and commercializing them. This led her to the world of marketing, where she now uses her expertise to promote self-care and well-being through Ayoka Essentials.
The idea for Ayoka Essentials was born out of her desire to take care of herself and relieve stress. It started with making candles as gifts and eventually evolved into a full line of home fragrance products, including room sprays and reed diffusers.
When asked about her company's products and offerings, Epiphanie Yohou explains that her initial goal was to create non-toxic candles that are less harmful to people at home. Her research found that many candles contain toxic chemicals that can be harmful to people in the long run. Therefore, Epiphanie decided to focus on plant-based products and looked for wax alternatives like coconut or soy wax, which are sustainable and safe for the environment.
Although Ayoka Essentials' products are currently manufactured in the United States, where they are sourced and shipped, Epiphanie dreams of expanding the company operations to West Africa. Ayoka Essentials plans to expand internationally and is determined to establish a branch in the Ivory Coast. Epiphanie aims to partner with local companies to promote domestic product manufacturing and contribute to the region's economy.
As the founder of Ayoka Essentials, the passion and dedication that Epiphanie brings to her business are palpable. One of her key goals is to ensure that her products are safe and sustainable, prioritizing the use of plant-based and vegan-friendly ingredients. With a focus on educating consumers about the benefits of such products, Epiphanie also emphasizes Ayoka Essentials' commitment to giving back to the community.
When reflecting on her years of experience in the marketing industry, Epiphanie believes that understanding the market and target audience is critical to launching a successful product. She has applied these techniques to her Ayoka Essentials brand, which she founded to promote self-care and well-being with sustainable and plant-based products. The businesswoman emphasizes the importance of finding a mentor and defining your "why" to stay motivated as an entrepreneur .
In addition to running her business, Epiphanie is passionate about giving back to her community, especially in her home country of the Ivory Coast. She has plans to establish a branch there, where she hopes to promote sustainable manufacturing practices and support local businesses. She acknowledges the challenges of entrepreneurship but believes that having a career and pursuing your passion are not mutually exclusive.
Through Ayoka Essentials, Epiphanie has a strong commitment to making a positive impact on the world. One of the ways Ayoka Essentials gives back to the community is by donating 10% of their online product sales towards building schools, supporting education, and providing meals for children in Africa. The company identifies the needs of schools and aims to provide necessary resources such as repairing or building chalkboards, maintaining school roofs, and providing meals for low-income students. Additionally, Ayoka Essentials supports scholarships for students who require financial assistance to continue their education beyond grade 12.
To run a successful business, Epiphanie believes that there is no one-size-fits-all strategy, especially in a male-dominated industry. However, she has found a few key strategies that have helped her along the way. First and foremost, she emphasizes the importance of understanding your "why." Defining why you are starting a business and how you want to position yourselves in the market is crucial. Instead of solely focusing on selling a product, Epiphanie Yohou believes in bringing her brand to life and positively impacting her customers' lives. One way she achieves this is by telling stories through marketing and messaging.
Epiphanie takes a deep breath before answering a question about her experience as a black woman in America in the 21st century. She acknowledges that being a black woman in America in the 21st century, whether as an entrepreneur or in the corporate world, is much more difficult than it should be. She speaks from experience, noting the challenges she has faced and the difficulties in obtaining funding for her business.
In doing so, she also touches on the unfortunate reality of encountering biases and discrimination as a black woman. This has not deterred her from pursuing her dreams, and she encourages other black businesswomen to recognize their own power and worth. She stresses the need to persevere with determination, to stay true to oneself, and to treat each other with respect and humanity.
Epiphanie Yohou also speaks from her personal experience as an immigrant who had to learn English and find her identity. She encourages all women to know how they want to be represented and to support each other in all aspects of life.
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