We caught up with the brilliant and insightful Joenal Peterson a few weeks ago and have shared our conversation below.

Joenal, thanks for taking the time to share your stories with us today It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

I started the brand as the result of my big time move from California to the East Coast! The scarce nature and grasses here in the east coast cities inspired this entire idea! I knew I would be nature- deprived moving here but I knew that if I wanted my career to blossom to its new stages, I would need to do something I had never done before. I would need to push my own limitations, self doubt and procrastination beyond its threshold to challenge myself to authentically become who I am supposed to be! I had dropped out of fashion school 6 years prior to my move, so there was always that looming voice saying , “you aren’t qualified” influencing what we call, imposter syndrome. I knew NYC would be the perfect place to launch something creative and there still be revenue to be had with something so unconventionally fashion forward. Really, I knew that NYC would push me, grow me up to be able to handle the opportunities that would start to come towards me. There’s always that imbedded risk of failure which can deter you or push you towards the goal, that fear of failure used to paralyze me! Me moving to NYC kick started a level of self motivation that I did not know I had within. As you can only imagine, the nervousness from knowing what I was getting myself into; the workload I was signing myself up for, the challenges I was daring myself to overcome pushed me beyond my capacity until there was an infinite amount of it. My all around ground apparel brand represents the duality of life’s obstacles, shining light on how we always end up finding a way through the earth; proving fate to be inevitable. Who knew the brand would blow its top off 4 months in! Earth has it all for us- we are fully supported by her in all her many ways, grounded in grass, oxygenating moss… and in that we breathe better. I own a health and wellness life coaching company, since 2020. I’ve been a model and fashion designer since 2017, these are our first products. We are gratitude to be telling the rebirth story of ancestors to the future through LIVE Nature intertwined within Fashion!

Joenal, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I own a health and wellness life coaching company, called Orkoorganics LLC since 2020. We run a program called A Sound Sol where we send out different sound bath practitioners with different skillsets to different locations; schools, elderly homes, yogic team support retreats to offer the healing frequencies of sound or light that penetrates chronic illnesses, depression for postpartum programs and as an elective at after school programs that focus on SEL. Social Emotional Learning is a huge part of the business culture where we use our very own 5 elements of peaceful problem solving curricula created by myself for children and adults. Within my work I show folks how to live an alternatively healthy lifestyle through nutrition changes, mindfulness routines and certain motivational guides that have helped me along my journey. As an entrepreneur. its always been a priority to share with people the benefits of self enlightenment and integrating a mindfulness practice into your life. How impactful living a certain way can be for your future goals. You can book any of our services private or groups, on Yelp and Google as A Sound Sol. On facebook and Instagram as @EarthlingstheBrand and @asoundsol. Shop on our Instagram page or you can find our products at asoundsol.com! I’ve been a fashion mogul and wellness warrior since 2017, these are our first products as one combined entity. We are gratitude to be telling a story of Sankofa; Twi word from the Akan people of Ghana that means “to go back and get it”. It’s a phrase that encourages people to learn from the past to inform the future. The word comes from the Akan proverb, “Se wo were fi na wosan kofa a yenkyiri,” which means “It is not taboo to go back for what you forgot (or left behind)”. I am originally Nigerian American, Congolese, Cameroon and Latina. Everything we do is about bringing our ancestors to the future” through LIVE Nature intertwined into Fashion! We do it for the Motherland, for the diaspora, Mama Africa.

Putting training and knowledge aside, what else do you think really matters in terms of succeeding in your field?

I cannot stress enough the imperative need for a mentor in my field of work. Because this is such an in the field, on the ground type of industry. It is only with lived experience, can you sort of float or bypass a whirlpool of hiccups. Wisdom is lived experience, Knowledge you can get from anywhere, anytime. Nothing like wisdom can be replicated, it is a time limit on wisdom but once applied to a current situation thats when the creation becomes a new product; consisting of the old mixed with the new.

Can you tell us about a time you’ve had to pivot?

I remember when I was invited and confirmed as a designer to show my line in London with 2 weeks on the clock. I did not have anything booked, no money towards flight and board at all, and barely 3 pieces made; only headdresses and shoes at that- no clothes to cover the body at all! Keeping in mind, a 2 year old with no daycare services at the time!! All I had was a hot chance in heaven and a few community members to volunteer! I felt crazy, like it would be literally impossible but there I was doing the impossible. Some self doubters couldn’t agree enough that it was impossible and untimely. I tuned all the noise out, put my head down in the studio for 7-10 days non-stop, booked my flight 2 nights before the show for only 2 days to stay. For me an opportunity could be the milestone that changes your life forever. “What is mine, Wont miss me.” An affirmation that i affirm daily. It came to me, so it was mine. Whether i thought i could do it or not, it was my opportunity to claim. I am happy that I did, I did have a day of self doubt but that dissipated quickly when i realized that when I manifest things, be careful- it may come any time, any day. In hindsight, you may not feel ready, but its yours to claim- thus you ARE READY! Entrepreneurship is about slaying self doubt, it is a very spiritual journey indeed.

Contact Info:

• Website: https://asoundsol.com
• Instagram: earthlingsthebrand, asoundsol, theglidegoddess
• Facebook: Earthlings The Brand, Modeling of the Mind, Nzingha fka Jaenal
• Linkedin: Joenal Peterson
• Youtube: https://www.youtube.com/@Eatforthesoul
• Yelp: https://www.yelp.com/biz/a-sound-sol-new-york

Image Credits

@robertsilverphotography
@theglidegoddess
@migi.pics