Greetings Glocal Citizens!
This week’s herstory comes to us from New York, via France, Benin and Nigeria. Yasmina F. Edwards, born in France, and spending summers traveling to Africa including her homelands in Benin and Nigeria, is the founder of the YFE Agency. In both corporate work and entrepreneurship, Yasmina is best known for her cultural awareness and savvy. She has worked with award-winning creatives, activists, and CEOs, notably women and members of underrepresented communities. She has secured more than 300 media placements globally from CNN, Vogue, Le Figaro, Jeune Afrique, MSNBC, and the Hollywood Reporter, as well as partnering with well-known Festivals such as the Toronto Film Festival and Afropunk.
In nine years, she has been instrumental in helping transition creatives and public personalities from their local markets to a global audience. She single-handedly helps them build their brands in the US using social media platforms, shaping their messages in order to connect with new audiences. She provides connections with the relationships she’s built over the years and uses these connections to successfully initiate key brand partnerships that continue to be the cornerstone of her work and her clients’ careers. She firmly believes that access is what stands between a person and an opportunity; she is committed to providing the keys that open the doors to her clients' success.
What’s Yasmina reading?
Lead from the Outside: How to Build Your Future and Make Real Change by Stacey Abrahms
No Disrespect by Sistah Souljah
Le Cri de L'innocence by Gabriel Soulyeka