"Pick your first people very carefully" with Melissa Kiguwa
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We are two female co-founders of Obánj, a luxury jewelry company where for as low as $29/month members rent Dior, YSL, Gucci, and more.
Melissa Kiguwa (CEO), has a background in the entertainment industry working as a radio and television host; a producer for both commercial and broadcast radio including the BBC World Service; and for Get Lifted, John Legend's production company, where she focused on the development of new scripted projects.
Niya Panamdanam (CTO), is a self-taught engineer, who has worked with multiple tech startups in Atlanta in both design and engineering.
We came together to build something exciting, but for purposes of this application—Melissa has responded to the questions below.
Can you tell our readers about your background?
I began my career at 19 as a freelance journalist traveling the world. I traveled to China, Guatemala and Kenya. I lived in Uganda for four years and London for two. I then went on to try my hand at Hollywood where I was fortunate enough to work alongside some of the most prolific talent of our time. Through my experience, regardless of city, locale, or organization, what remained true was this insidious, unspoken rule that women should dress and look far above our pay-grade. I realized this meant fashion and beauty became another “pink tax” we endured to stay in the game. I co-founded my company, Obánj, because of this need I saw in my industry.
What inspired you to start your business?
As previously mentioned, I’ve worked in the media & entertainment industry as both talent and a creative since I was 19 years old. From Kampala to Los Angeles to London, I’ve seen it all. And what remains true is financial exploitation, especially of women, even the ones we think are “rolling in it.” I was tired of being expected to perform a femininity that costs a lot while not being paid enough to maintain the aesthetic. Beauty is glorious, but it shouldn’t be a yoke.
I want conscientious, ambitious women to walk through the world with their heads held high. And I don’t say this as a form of whimsy, but as in, when you expect better, you demand better. When you feel emboldened, you can say no, negotiate higher, and if need be— walk away.
How we look in the world impacts how we move in the world impacts how we’re perceived in the world impacts what we demand of the world.
It’s all connected.
Where is your business based?
Los Angeles
How did you start your business? What were the first steps you took?
I first began by getting in touch with the Small Business Association, the SBA (it’s in every city, so do make sure to check out yours if you haven’t already!). They put me in touch with a sister organization that specifically works with female founders. They helped me get my business plan and financials in order. At the same time, I quickly put together a simple landing page online with some stock images to see if people were interested in the idea. To get on the waiting list, I charged a one-time joining fee which allowed me to gauge customer appetite.
What has been the most effective way of raising awareness for your business?
Social Media and collaborating with influencers and artisans.
What have been your biggest challenges and how did you overcome them?
COVID has been a challenge for most fashion rental companies. We’ve stayed hyper-focused and found unconventional ways to connect with our members.
How do you stay focused?
When my co-founder and I launched the business, we knew this would take up the next 10 years of our life, come hell or high water. A pandemic doesn’t change that. We understand what we’re working towards and provide each other the support necessary to stay the course.
How do you differentiate your business from the competition?
We embrace niche. We understand different communities of women enjoy a range of styles, and so, we build closets that speak to those styles.
What has been your most effective marketing strategy to grow your business?
Influencer closets – we collaborate with influencers so their followers can borrow luxury and designer pieces from their virtual closets on our site.
What's your best piece of advice for aspiring and new entrepreneurs?
1. You can plan as much as you want, but once it’s showtime, much of that goes out of the window. Keep going, you’ll find your stride.
2. Pick your first people very carefully. Those brains and personalities are what defines success or failure for your company
What's your favorite app, blog, and book? Why?
Favorite app: Instagram
Favorite Blog: Fenty
Favorite Book: The Lean Startup
What's your favorite business tool or resource? Why?
Zoho Accounting Books
Who is your business role model? Why?
Whitney Wolfe Herd, the founder of Bumble, because of her feminism and brilliance.
How do you balance work and life?
I don’t know that there is a balance to it all. Sometimes by thinking there needs to be a balance, women can feel an extra layer of shame. I believe you do the best with the time you have while being intentional all along the way.
What’s your favorite way to decompress?
Yoga or going for a walk.
How can our readers connect with you?
Instagram: @mkiguwa and @obanj_jewelry