Despite the inherent risks, Emma was not deterred by the uncertainty of not receiving a regular paycheck. She was confident that entrepreneurship was her destined path and prudently saved three months’ worth of salary to cover her bills until her business became profitable.
Emma Efua Tandoh, the CEO of Love Ankara, is a trailblazer in the Ghanaian market and beyond. With a degree in Geography from the University of Ghana and over 13 years of experience in the marketing, PR, and communications industry, Emma has leveraged her expertise to create a brand that resonates with many.
One of Love Ankara’s best-selling products is the foldable shoes, which have taken the Ghanaian market and Africa by storm. Since their introduction, over 5,000 pairs have been sold to women across the continent.
When interviewed by Just4WomenAfrica about her decision to leave her 9-to-5 job and become an entrepreneur, Emma revealed that she had always been driven by a persistent inner voice questioning the satisfaction of working for someone else. Ultimately, she heeded that voice and ventured into the world of entrepreneurship.
Emma’s passion for African print fabric inspired the name Love Ankara. She describes the brand as her love letter to Africa and a way to give back to the continent.
The idea for foldable shoes came from Emma’s personal need for functional, portable footwear. As a busy woman always on the go, she wanted shoes that could be easily carried in a handbag, allowing women to navigate their lives with ease. This innovation has been embraced by both adults and children.
Love Ankara’s shoes are not only popular in Ghana but are also exported worldwide. The brand has established a presence in Canada, where their products are sold and distributed throughout North and South America.
Emma acknowledges the challenges she faces as a female entrepreneur, particularly in securing financing. High-interest rates at banks are a significant hurdle, as is assembling a team that understands and shares her vision while consistently delivering quality products.
To overcome these obstacles, Love Ankara has focused on leveraging digital platforms to reach a broader audience and drive sales. This strategy has been pivotal in the brand’s success and growth.
Emma Efua Tandoh’s journey with Love Ankara is a testament to the power of perseverance, innovation, and passion. Her story inspires many aspiring entrepreneurs, proving that with determination and a clear vision, success is achievable.
