We caught up with the brilliant and insightful Georges ‘bijoux’ Aguehounde a few weeks ago and have shared our conversation below.

Georges ‘Bijoux’, looking forward to hearing all of your stories today. Can you walk us through some of the key steps that allowed you move beyond an idea and actually launch?

I was a visionary from a young age, teeming with ideas, but OSSAWA uniquely captivated me. It began during my college years when I struggled to find a necktie that resonated with my style. This challenge sparked an idea, and I started crafting my neckties and bowties. This simple creation made me realize a broader need for unique fashion expressions.

As OSSAWA began to take shape, I immersed myself in learning about fabric, design, and the intricacies of tie-making. It was a journey of continuous learning and growth, taking one step at a time toward a vision that was still forming. Passion and perseverance helped me navigate the hurdles that came my way.

However, I soon understood that OSSAWA’s potential went beyond just creating clothing. I envisioned a community of visionaries, empowering others to bring their ideas to life. So, OSSAWA evolved to offer resources and guidance, helping others navigate their creative paths.

Today, OSSAWA stands not just as a brand but as a movement, fostering a community where creativity.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Georges Bijoux, and I am the visionary behind OSSAWA. The inspiration for OSSAWA comes from my homeland, the Ivory Coast. The name derives from the Avikam tribe, where ‘OSSAWA’ means ‘God is great.’ This guiding principle is at the heart of everything I create. Through OSSAWA, I aim to empower people to see the greatness within themselves and embrace their unique perspectives. Our product reflects this mission, encouraging our community to live with purpose and authenticity.

OSSAWA’s offerings have evolved. I began by crafting neckties and expanded into clothing, but my focus has been on eyewear for the past five years. I view eyewear as a profoundly personal accessory—it transforms how we see the world and how the world perceives us. Recently, I’ve also ventured into custom suiting, which I see as a form of storytelling, a way to express our true selves. Additionally, I am developing a community hub for visionaries—a space filled with resources, mentorship, and networking opportunities to help others bring their ideas to life.

I’ve always admired the influence of pop culture, hype, and fashion. These elements shape how people dress, listen, and live. With OSSAWA, I wanted to create something equally impactful but with a deeper purpose. OSSAWA isn’t just about style; it’s a holistic brand that empowers people to express themselves authentically and become who they’re meant to be. It’s about people, not just products.

I am most proud of my persistence and the incredible support I’ve received. Without the encouragement of others—financially, emotionally, and in resources—reaching this ten-year milestone wouldn’t have been possible. I’ve learned that success is often right around the corner, especially when you feel ready to give up. So to anyone following their passion, I urge you to keep going. And I invite you to follow OSSAWA on Instagram, visit our website, and join our community to power your perspective.

Can you talk to us about how you funded your business?

I started OSSAWA by being as resourceful as possible. Using the small amount of money I had as a college student, I created a minimum viable product—neckties—to test the concept in the market. The positive feedback encouraged me to expand OSSAWA after graduation. With additional resources, I transitioned from handcrafting each item to outsourcing manufacturing, which allowed me to scale production and focus on other critical aspects of the business.

Can you open up about a time when you had a really close call with the business?

During the pandemic, OSSAWA faced one of its toughest challenges. Our business model was heavily focused on selling directly to retailers, and when the pandemic hit, we lost much of our stock list. This disruption highlighted that we had been overlooking the core of our business: building a direct relationship with our customers. We also attempted partnerships with larger retailers, but their contracts often didn’t align with our brand’s values, putting us in a challenging financial position.

At that time, we had leveraged credit to build up inventory, only to find ourselves with unsold stock and limited sales channels. This period forced us to rethink and pivot our approach, recognizing that OSSAWA needed a unique path rather than following traditional retail models. This strategic shift helped us weather the pandemic and allowed OSSAWA to stand out in a highly competitive market.

Contact Info:

• Website: https://ossawa.co
• Instagram: @ossawa.decor | @georgesbijoux
• Linkedin: https://www.linkedin.com/in/aguehounde

Image Credits

Images Credits: Kevin J @thekevinj