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•Reading culture evolving, not dying
By Henry Umahi
Dr Juliet Onyinyechi Edeh could be described as a jack of many trades and master of all. She is a businesswoman, brand ambassador, motivational speaker, movie producer, life coach, author and philanthropist.
As the Managing Director and Chief Executive Officer of Bezaleel Continental Trading Ltd, she oversees an enterprise that specialises in global travel & mobility management, visa documentation & compliance, trade exhibitions/ promotion and events management. She is also a member of the Actors Guild of Nigeria (AGN).
Edeh has become a beacon of hope for young Nigerians facing various challenges as she supports them through capacity building, training and financial assistance. She founded the Bezaleel Foundation as an extension of her dedication to social impact, supporting education, healthcare and economic empowerment of vulnerable communities.
In this chat, she explained: “Our vision is to make a world where anyone can wake up and travel anywhere at any time with very little hassles. Our commitments is to make the process as easy and as seamless as possible. Making memories when it comes to events, satisfaction is our concern. Our mission is to be a world leader in the field of events and travels organisation, leveraging our vast network of brand to satisfy our clients.”
Congratulations on the release of your book, “From Struggle to Strength.” What is the content and character? In other words, why did you write the book?
From Struggle to Strength is a deeply personal story of resilience, discipline, and purpose. I wrote the book to share my journey – from a childhood marked by loss and hardship to becoming a woman of impact in business and humanitarian work.
The essence of the book is to show that our struggles are not the end of our story, but the foundation of our strength. I wanted readers, especially young people, to understand that with discipline, character, and vision, it is possible to rise above any circumstance.
It is one thing to write a book, it’s another ball game to market it. How do you ensure that the book gets to as many people as possible?
Marketing today requires both strategy and authenticity. I am leveraging digital platforms such as social media, Amazon visibility tools, and community engagement.
Beyond that, I am using word-of-mouth, partnerships, and media features like this to expand reach. My goal is not just to sell a book, but to start conversations that inspire transformation.
Why did you write a book at a time it is said that the reading culture is dying in Nigeria?
I actually believe the reading culture is evolving, not dying. People are still consuming content – just in different ways.
This book is written in a simple relatable and engaging style to meet modern readers where they are. More importantly, I believe powerful stories will always find their audience, regardless of trends.
What are the challenges you encountered while writing the book and how did you overcome them?
One of the biggest challenges was revisiting painful memories. Writing required emotional honesty, which is not always easy. Another challenge was balancing my professional responsibilities with the discipline required to complete the book. I overcame these through consistency, faith, and a clear sense of purpose.
How do you describe yourself? You were recently made a brand ambassador of KC–Omega Resources, what are you expected to do and how are you faring so far?
I would describe myself as a disciplined, purpose-driven individual committed to impact. As a brand ambassador for KC–Omega Resources International, my role is to represent the brand with integrity, promote its values, and connect it to broader audiences. So far, it has been a rewarding experience, aligning with my passion for growth and excellence.
You are the managing director and chief executive officer of Bezaleel Continental Trading Ltd, which is into events management, trade exhibitions, travels and tours etc. How are you faring considering the unstable global economy and uncertainties?
Despite global uncertainties, Bezaleel Continental Trading Ltd has remained resilient by adapting to change, diversifying services, and maintaining strong client relationships. We focus on value, trust, and innovation, which have helped us stay competitive.
Visa processes globally have become more stringent, which can be challenging. However, through experience, proper documentation, and strategic guidance, we help clients navigate the process successfully.
What are you doing to improve client experience?
We prioritise personalised service, transparency, and responsiveness. Every client is treated with attention to detail, ensuring their journey is smooth from start to finish.
How do you ensure seamless ticket booking, check-in and flight management through technology.
We leverage modern booking systems and digital tools to ensure efficiency in ticketing, check-in, and travel coordination. Technology helps us reduce errors and improve speed and convenience.
What strategies do you use to drive Bezaleel’s business growth? What is your management and marketing style?
Our growth strategy focuses on innovation, partnerships, and customer satisfaction. My management style is structured yet people-oriented. It’s built on discipline, accountability, and empowering my team to perform at their best.
What steps has Bezaleel taken to enhance the client experience through digital platforms?
We have invested in digital platforms that make it easier for clients to access our services, communicate with us, and receive updates in real time.
With increased digital transformations, how does Bezaleel ensure cyber-security and protect passengers’ data?
We take data protection seriously by using secure systems, controlled access, and continuous monitoring to safeguard client information.
What exciting developments can clients expect from patronizing Bezaleel?
Clients can expect expansion, improved digital services and more global opportunities. We are constantly evolving to serve our clients better.
What is the advantage or disadvantage of being a woman in business?
Being a woman in business comes with both opportunities and challenges. While there may be biases, it also builds resilience and strength. I see it as an advantage because it allows me to lead with empathy, strength, and determination.
What is Bezaleel Foundation all about?
The Bezaleel Foundation is committed to empowering lives through education, mentorship, and humanitarian support. Our focus is on creating opportunities for young people and supporting communities in need.
