Juliana Gharbin, the founder and creative director of Jules Beads, has discovered the joy and fulfillment that comes from leading a company where she can express her creativity as an artist while also earning income.
From humble beginnings and armed with very little money and an unyielding desire to succeed, Juliana not only rose as an entrepreneur but is also positively changing the creative landscape in Ghana.
“I started my beading journey in 2021, working from a single room without a chair or table, often beading on the floor or bed. As demand grew, I moved to a more spacious area in 2022 and eventually set up a dedicated workspace for beading and resin art,” says Juliana, while narrating her journey.
A Passion for Creativity
Born and raised in Ghana, Juliana pursued and completed a bachelor’s degree in Theatre Arts at the University of Cape Coast.
While her education in theatre arts helped shape her creativity and ability to craft unique designs, it also influenced her storytelling approach in branding and marketing Jules Beads.
“Jules Beads was born from a passion for creativity and the amazing feedback I received from people about my crafts. Many locally made beaded products lacked refinement, and I wanted to change that by introducing sophisticated designs,” she explains.
“Jules Beads specializes in crafting luxury beaded handbags and resin art products. The business is headquartered in Ghana, and while I have a small team, I also collaborate remotely with other artisans, who plays a significant role in beading production,” she adds.
Staying Ahead
Juliana has been able to take advantage of the growing appreciation of beaded bags to firmly establish her business.
However, business models that do not change or adopt to market trends tend to suffocate or even die and Juliana has constantly had to be innovative and think outside the box to maintain a positive growth trajectory.
“When I started, beaded bags were seen as traditional and less fashionable. Over time, there has been a growing appreciation for handcrafted accessories, and social media has been instrumental in shaping trends,” she explains.
“To stay ahead, I continuously innovate with new designs, such as the Liora purse, Jeila purse, and the Anidol purse. I also focus on digital marketing to make handcrafted accessories desirable to a modern audience,” she adds.
Learning From Challenges
Along the path of her entrepreneurship journey, Juliana has learnt from her challenges and mistakes while also building upon her successes to ensure Jules Beads remains a strong brand.
“One major challenge has been sourcing raw materials from the Ghanaian market. Another challenge has been entering the international market, which I am currently researching for my thesis. Through these experiences, I have learned the importance of adaptability, partnerships, and continuous learning to overcome obstacles.
“One of my biggest projects is attempting a Guinness World Record for the largest beaded bag, which aims to promote African artistry and tourism. This project has attracted interest from media outlets like Joy FM and has positioned Jules Beads as a leader in innovative beadwork.
“Additionally, launching best-selling designs like the Jeila and Liora purses has solidified Jules Beads’ reputation in the industry,” says Juliana.
Beyond Jules Beads, Juliana is also an actress who enjoys exploring creativity in different forms. Her work in resin art is another passion that allows her to create customized wall frames that blend traditional beading with modern art.
Soaring Higher
Reflecting on her own experiences during the early stages of her entrepreneurship journey, Juliana urges those learning how to navigate in the business world to seek the advice and help of others.
“Start with what you have, even if it means working from your bedroom. Focus on mastering your craft, building a unique brand identity, and leveraging social media for marketing,” Juliana advises.
“Collaboration is also key. Working with skilled artisans has helped me scale production.
Beaded fashion is gaining global recognition, and I am very excited about integrating more resin art into accessories.
“The Guinness World Record project is another major focus, and I am also exploring partnerships to expand Jules Beads internationally.
“Patience and persistence are everything. Growth takes time, and challenges are part of the journey. Learning to embrace setbacks, adapt, and keep pushing forward has shaped my leadership approach,” says Juliana.
