We’re excited to introduce you to the always interesting and insightful Rajia Abdelaziz. We hope you’ll enjoy our conversation with Rajia below.
Rajia, thanks for taking the time to share your stories with us today How did you come up with the idea for your business?
One harrowing night, after an event, I faced a chilling encounter when a group of men in a large SUV began following me. When one stepped out and pursued me on foot I ran to my vehicle in fear. As the situation escalated, I felt utterly helpless, unable to reach my phone or call for help. I began searching for a device that could protect myself and loved ones from similar experiences but was disappointed to find only big, ugly panic buttons on the market.
Recognizing this gap, I saw an opportunity to create something innovative – stylish and discreet safety devices that seamlessly integrate into everyday wear. My goal was to empower individuals with a sense of security and confidence, knowing that help is just two clicks away.
Driven by both personal experiences and alarming statistics, I felt compelled to take action. Startling data reveals that 1 in 4 women and 1 in 7 men have experienced severe physical violence, with a distressing sexual assault occurring every 68 seconds in America. Furthermore, only 25 out of every 1,000 perpetrators face incarceration. With over half of Americans worrying about their safety daily, I was resolute in my mission to lower these statistics and created invisaWear.
Rajia, 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’m Rajia Abdelaziz, the CEO of invisaWear, a leading provider of smart jewelry and life-saving devices. Since founding the company, we’ve grown rapidly, with a customer base now exceeding 150,000. In just a few short years, I’ve driven invisaWear from its inception to widespread success, securing millions of dollars in funding to bring our innovative products to market in a remarkably short timeframe.
I’ve been named to the prestigious Forbes 30 Under 30 North America list and have received accolades from esteemed publications such as Inc., the Boston Globe, and BostInno, among others. I’m also a proud recipient of the New England Innovations Award, joining the ranks of esteemed companies like Ben and Jerry’s and iRobot.
As a minority female CEO, I’ve worked to shatter barriers and defy the odds. Despite statistics showing that only 2% of women will lead a million-dollar company in their lifetime, I achieved this milestone within just one year at invisaWear. My journey serves as a beacon of inspiration for aspiring entrepreneurs, demonstrating that with perseverance and determination, it’s possible to overcome societal barriers and achieve extraordinary success. Through my mentorship efforts, including participation in programs like UMass Lowell’s Entrepreneurship program, I continue to empower the next generation of leaders to pursue their dreams fearlessly and challenge the status quo.
We’d love to hear a story of resilience from your journey.
My journey is a testament to resilience amidst skepticism and uncertainty. When Google presented an enticing opportunity, many doubted my decision to pursue my own venture instead. As a young entrepreneur seeking $150,000 for invisaWear’s life-saving technology, critics dismissed my ambitions as naive, questioning my ability to secure such funding. Despite the odds, I persevered, surpassing expectations by not only raising $150,000 but millions, enabling the development of a product deemed impossible by many. Today, with over 150,000 women trusting invisaWear with their safety, I’ve challenged and overcome the skepticism.
Even when met with doubt about forging partnerships, such as reaching out to ADT, I remained undeterred. Critics scoffed at the idea of collaboration with industry leaders like ADT, but I persisted. Reflecting on my younger self, filled with apprehension and doubt, I realize the importance of trusting my instincts and disregarding others’ reservations. Declining Google was a pivotal decision that paved the way for remarkable achievements.
If I could offer advice to my younger self, it would be to embrace confidence and resilience in the face of adversity.
The journey was filled with challenges, yet each obstacle strengthened my determination to succeed. Today, as I reflect on invisaWear’s impact, from heartfelt notes of gratitude from survivors to recognition in esteemed publications like Forbes, I am reminded that resilience and self-belief can lead to extraordinary accomplishments.
How did you build your audience on social media?
Building our audience on social media was initially an experimental journey for us. Initially, we relied on traditional methods, posting static images of our products on platforms like Instagram, hoping for engagement. However, a pivotal moment came when my younger brother, experimenting on TikTok, garnered millions of views with seemingly trivial content.
At first, I hesitated to embrace TikTok, skeptical of its audience demographic and its suitability for our business. However, when a TikTok user shared her experience with invisaWear, resulting in a viral post and substantial sales through her affiliate code, my skepticism dissolved. I enlisted my brother as an affiliate to lead our social media content creation efforts.
Our success story began with TikTok, but we soon leveraged platforms like Instagram and YouTube, which adopted short-form video content. This multi-platform approach significantly expanded our reach, increasing the likelihood of viral content by threefold. Through consistent content creation, we amassed over 1 million subscribers on YouTube, 800K+ followers on TikTok, and 250k+ on Instagram.
For those aspiring to build their social presence, I offer the following advice:
Value-driven Content: Rather than overtly promoting products, focus on creating content relevant to your niche that offers value to your target audience. Educational, inspiring, or entertaining content fosters trust and eventual consumer engagement.
Consistency and Patience: Success on social media takes time. Consistent posting and perseverance, even in the face of initial setbacks, are essential. With dedication, success will follow.
Resilience to Online Criticism: Online platforms can be rife with negativity. It’s imperative not to take online comments personally. Recognize that much of this negativity stems from the anonymity of the internet, and stay focused on your goals.
Our social media journey underscores the power of strategic content creation and resilience. By providing value to our audience and persevering through challenges, we’ve cultivated a thriving online community and expanded our brand’s reach exponentially.
Contact Info:
- Website: https://www.invisawear.com/
- Instagram: https://www.instagram.com/invisawear
- Facebook: https://www.facebook.com/invisaWear
- Linkedin: https://www.linkedin.com/in/rajiaabdelaziz
- Youtube: https://www.youtube.com/@invisaWear
- Other: https://rajiaandray.com