My name is Yasmina F. Edwards, I am a French native of African heritage based in the US. As a French immigrant, I have used my drive, resilience, and energy to create a life for myself.
After having worked for 15 years in Fortune 500 corporations, I launched my own companies and built strong networks across three continents: Europe, Africa, and North America.
I am a serial entrepreneur, I’d like to share my experience with you as a Founder, Coach, Capital Raising Advisor and expert in cultural intelligence.
My mission is to strengthen and amplify your voice by helping you build a strong personal branding in line with your values and vision while breaking new ground to scale your business.
Ten years ago, I was told to look for a new job because the company I was working for was about to be acquired. I decided then and there to take control of my destiny. I was not going to leave my life in someone else’s hands. This was the moment I became an entrepreneur, and I have never wavered in that decision.
Launching my own company and creating my own wealth were the only alternatives. I knew I wanted to build a business with an impact-driven mission. I understood, as a woman, a French immigrant of the African diaspora, that my path to success would face challenges, having, like many before me, experienced inequity and bias. So, my life’s mission became one of service to underrepresented communities, especially women.
In 2014, I launched my first company, EGMNY. I built the business from the ground up, with no connections, no funds, and a single client. In spite of obstacles and closed doors, I stood tall and remained focused, knowing that fulfilling my mission would overcome any setbacks I was facing.
During the past nine years, I have been instrumental in helping transition creative and public personalities from their local markets to a global audience. I successfully initiated key brand partnerships that will continue to be the cornerstone of my work and my clients’ careers: Estee Lauder, Unilever campaigns, Viacom and Afropunk, and GT bank deals, among others.
My team and I have served as a strategic partner with the Schomburg Center, the NeueHouse, and WNYC, among others, by managing relationships, including those between VIP guests, press, and stakeholders. I have been mentioned in publications such as Vogue and Deadline. My clients’ work has been featured in publications including the Hollywood Reporter, Essence, Vogue, the Guardian, and many more. They have participated in the Female Quotient, the Cannes Film Festival, GT Bank Fashion Week, and other international events.
During the pandemic, I launched my second company, YFE Agency, whose mission is to specifically help women and other underrepresented entrepreneurs transition from local to global brands by providing them access to my network.
Because I firmly believe that access is what stands between a person and an opportunity, I am committed to providing the keys that open the doors to my clients' success.
“Trust is the basis of a healthy and harmonious relationship with customers.”
At YFE_Agency we like to talk about mutual trust, because trust is what motivates us and pushes us to bring you the best of ourselves by respecting our commitments and the quality of our services.
Clarity of communication and listening skills are essential aspects of the relationship that YFE_Agency builds with our customers and partners. The information we share must be clear, accessible, and easy to understand within a trusted environment—all of which is driven by listening.
We make sure that our customers can easily follow the progress of their project and provide them with all necessary assistance and support.
At YFE_Agency, we position ourselves as expert advisors who guide our clients and help them achieve their goals while being concerned about their wellbeing. Our commitments drive us to be responsible while building long-term partnerships with our customers.
Passionate about our profession, at YFE_Agency, we are driven by the success of our customers. Ambition pushes the agency to always aim higher and to dare to get out of our comfort zone by forging our own path.
We like the idea of building our own table and bringing our clients along by offering them custom-made, winning solutions.