My upbringing taught me not to shy away from standing out

By Agatha Emeadi

Elenda Nwandu is the founder of a jewellery brand – Anthea Manari – in the United States, a business she chose herself after seemingly abandoning an established family tradition: the pursuit of education.

She said she had a fantastic upbringing, including schooling in Nigeria and the United States, which afforded her the opportunity to thrive in her chosen business.

In this chat at an encounter with Sunday Sun during the Yuletide, Nwandu spoke of her growing up days and how she has been able to make a success of her business.

How did you get into the jewellery business; what was the attraction?

My love for jewellery began long before I launched Anthea Manari. As a child, I was mesmerised by the pieces my mother, grandmother, and aunts wore. I vividly remember receiving an amethyst and gold ring in first grade because it was my mother’s birthstone. I also received a sapphire set in second grade which was my own birthstone. Even then, I loved how jewellery could transform a look and boost confidence.

Growing up, I thought I would have followed the traditional path, but something always pulled me toward jewellery. As I explored the industry, I realised there was a gap for mid-luxury pieces of high-quality, beautiful jewellery that was still accessible. I saw a chance to create Anthea Manari, a brand that empowers people through jewellery, helping them feel confident and celebrated every day.

Of course, starting out was not without risks. I had little industry experience, but my curiosity and passion pushed me forward.

How did you rise to stardom in your business?

My rise in business came from one simple decision. That was to bet on myself. I decided early on that I would not wait for permission or the ‘perfect moment.’ I would be audacious, take risks, and fully lean unto social media. Social media has been a game-changer. It has given me access to people I would never have reached ordinarily. In June, I challenged myself to post every single day, and that consistency transformed my brand’s visibility and engagement. It was not just about posting; it was about being bold enough to explore uncharted territory. I chose to put myself and vision out there unapologetically.

Again, there was not one single moment that “blew me up.” It was a series of calculated risks, consistency, and authenticity that built the momentum. Today, Anthea Manari is not just a jewellery brand, it is a movement. It is about elevating people through beauty, confidence and audacity. We are just getting started; the best is still to come.

Parents then wanted their children to be lawyers, engineers, etc. How did your parents feel when you chose jewellery business?

I have been very fortunate to have slightly unconventional parents. My parents believed in me and supported me wholeheartedly, even when my career path did not fit the traditional mould. My journey has taken many twists and turns, but one thing that has always remained constant is my parents’ unwavering support. They have been my biggest supporters from the very beginning, long before I made my first sale, and they never failed to remind me how proud they are of me. Now, as the business continues to grow, that support means more to me, and it is something I do not take for granted.

How are you coping with your looks and beauty?

What a lovely compliment! I have learnt to use both to my advantage. Being beautiful often comes with people underestimating one’s other abilities. I do not see that as a disadvantage. I care deeply about myself. I take pride in my appearance and I am very intentional about that. My beauty has played a role in growing Anthea Manari. People often compliment me, asking where I got what I am wearing or how I achieved a certain look. Every compliment, every question is an opportunity to educate people on Anthea Manari. I see it as a door opener for me to talk about my brand. In many ways, I see myself as a walking billboard, and I have learnt to own that confidently.

What opportunities have being in business brought you? Also talk about the challenges that have come with it as well.

Being a businessperson has opened countless opportunities for me professionally and personally. It means embracing risk and stepping into the unknown because extraordinary lives are not built by playing it safe. Every venture, every bold move, every risk is a chance to grow, learn, and expand my impact. Of course, not every risk turns out the way one hopes. Some ventures do not bear fruit, deals fall through, or plans go sideways, however, I see each setback as a lesson. The challenges are real but I do not take failure personally. I see it as an opportunity to sharpen my skills and shape my perspective.

How was growing up like?

I grew up between Enugu in the South-East and Maryland, USA. I have always felt a bit like a piano, sometimes the black keys, sometimes the white. Essentially, I have also stood out wherever I went. At first, that made me want to hide, but over time I realised it is a gift, a blessing, a superpower, my superpower. My upbringing taught me not to shy away from standing out, a mindset that has definitely shaped how I run my business.

I come from a massive family. I am the fourth child. I have a ton of cousins so I have always had to fight to be heard and respected. Not in the dramatic sense but simply because there are literally so many of us. It is very much like business, regardless of your industry, whether saturated or not, respect is not given, it is demanded.

I come from a lineage of intelligent, successful people. My father is a serial entrepreneur while my mother is a medical doctor. Growing up around them, my siblings and extended family has given me unshakeable confidence. I often feel like I am standing on the shoulders of giants. When you feel as though you are surrounded by giants, whether blood related or not, there is no other option than to be a giant.

What advice would you give aspiring females who are interested in business?

My advice is simple. Please go for it! Too many women wait until they feel “ready” or until everything is “perfect,” but the truth is, there is no such thing as being fully ready, and perfection does not exist. Just start small, start imperfect, start unprepared, start with whatever you have. Once you start, you will learn, grow, and improve along the way. Think of it like the iPhone with series of progression. Initially, there was an iPhone 1, now we have iPhone 17 and I am sure the 18, 19, 20 will follow suit. The point is each rehearsal gets better. One’s business journey works the same way but the most important step is to start.

Which schools did you attend in Nigerian and the US?

I had an interesting upbringing, splitting my primary school years between Nigeria and the United States. I attended JSS1 and JSS2 at Mea Mater Elizabeth High School in Enugu, Nigeria, before moving to the U.S. to attend the Air Force Boarding School, Randolph-Macon Academy in Virginia to complete my high school education. I went on to earn a Bachelor of Science in Public Health with minors in Biology and Sociology from Drexel University in Philadelphia, and a Master of Science in Technology Management from Columbia University in New York. And of course, I also studied at the School of YouTube. There is an endless amount of online knowledge because I love learning from it.