Frances Quarcoopome is the CEO of Jam Jar Company Limited, a business she co-founded with her brother in 2014 to meet the growing demand in Ghana and across Africa for corporate and creative project management solutions. Her journey into the events industry began at 25 when she started organizing rooftop parties in Accra, dubbed “Roof on Fire.” These events opened her eyes to the gap in the corporate events market. Over the past decade, Jam Jar has left its mark in over eight African countries.
Frances shared with Just4WomenAfrica that one of the biggest challenges of working across various African countries is understanding cultural differences. “You have to learn how things are done in each country,” she said. The key to overcoming these challenges, according to her, is having the right partners.
Jam Jar has worked with both local and international clients, including Meta, the NFL, Diageo, Malta Guinness, and more, helping them activate their brands across Africa. Frances emphasized that at Jam Jar, they pride themselves on being people-centered, not only for clients but also for their employees. She attributes their success to this approach, stating that many of their projects come through referrals and recommendations.
When asked about what makes Jam Jar a market leader, Frances pointed to transparency in their operations. “We are very transparent with both our suppliers and clients, which is why they trust us,” she said.
Working with global brands like Meta and the NFL has meant immense growth for Jam Jar. Frances explained that it pushes the company to operate at a higher standard, which includes ensuring all the proper systems, like insurance and crowd management, are in place. This forced growth has been a learning experience, allowing Jam Jar to refine its operations and excel on the global stage.
Frances offered valuable advice to women interested in the events industry. “Stick to what you want to do,” she said. She recalled how, early in her career, she knew she didn’t want to focus on weddings or funerals but rather on corporate events, art, fashion, and film. Despite people telling her she wouldn’t make money without doing weddings, she stayed true to her vision. “Ten years later, we’re making money without weddings,” she said proudly.
She explained that while weddings dominate the events industry, they aren’t the only path. “There are people who focus solely on children’s events, and they do just fine,” she pointed out. Frances envisions a bright future for Africa’s events industry, noting upcoming developments such as Rwanda’s efforts to bring F1 racing to Africa and plans to build large event centers in Lagos, Nigeria. With Africa projected to be one of the leading economies in the world, driven by its young population, she believes international brands will increasingly look to enter the African market.
For Frances, success is about more than financial growth. “Success means seeing my business grow, seeing the impact we’re having on the industry, the quality of events we produce, and, most importantly, seeing our clients happy.”
Looking ahead, Frances’s goal for Jam Jar is to solidify its presence across the African continent. “We want to be the first point of call for events in Africa,” she said, as she continues to lead Jam Jar toward even greater heights.
