Benjamin Joy Abah, also known as Joyben is the first child in a family of six. She is a native of Benue state, Idoma to be precise. She is a 500 level Law student of Joseph Ayo Babalola University (JABU), Fashion influencer, Youtuber and a pro Makeup artist. She is the CEO of jb_signatures based in Akure, Ondo state.

Her passion lies in inspiring and sharing life experiences while informing, educating and entertaining people.
She believes that fashion does not need to have tangible functionality and one doesn’t need a reason to justify an outfit. Fashion is a personal feeling. She’s a shy person, but also super active when she’s comfortable.

She shares her “Ruby Girl” story in this interview.


1. Who is Joy Benjamin?

I am a 500 level Law student at the Joseph Ayo Babalola University, a makeup artist and also a fashion stylist and enthusiast.

2. Who and what inspired you to be a makeup artiste?

There is always one special thing that sparks the “I wanna be a makeup artist” feeling and that spark came when I was in my first year in the university during our law dinner to be precise. I was in line waiting for my face to beaten. I had to wait before it got to my turn all because I wanted to look beautiful on that day.
It was at first a feeling to satisfy my beauty pleasure before it became a passion and I do not regret it one bit.

My dad actually inspired me too, I mean he has been my number one supporter since day one. Thank you Dad.

3. What inspired you to go into vlogging and what is your Youtube channel all about?

I got the inspiration to start my YouTube channel while I was preparing for a test. And it was at that moment that I discovered that it could actually be a platform where I could freely express my self to the world and also share a lot of tips.

My YouTube channel is basically about beauty, fashion and lifestyle and you can check it out on YouTube “JB Unscripted.”

4. How  has the COVID-19 pandemic affected you as a student and business owner?

The overall impact of COVID-19 pandemic has been undeniable. And unfortunately it has really affected me as a student and as a business owner.
A lot of events have been canceled or rescheduled due to the corona virus which has in a way affected my income, classes have now been held online which hasn’t been easy since we are not used to that method.

In the given circumstances, I’m trying to do the best I can. But trying to manage everything through video calls or by just reading without explanation isn’t always enough.

5. Have you encountered any challenge(s) in your makeup business and YouTube channel? If yes, can you share it/them?

Content. The most challenging element is content.

Like any great content, making a video begins with a concept or an idea.
You must answer the basic questions about the message, the concept and the purpose of your brand.

6. How did you combine your studies with your business before the pandemic began?

Most times, I get to do makeup during the weekends except for some days when people have photoshoots and events during the week then I’d have to reschedule but mostly my makeup classes and makeup sessions are usually during the weekend so I usually have the whole week to myself to study.

7. What has COVID-19 pandemic taught and opened your eyes to?

This corona virus is very dangerous but was successful in teaching me great lessons.
There is nothing serious in our World. So, live as you want to live, to what you want to do. No one knows when it all ends.

8.What is that one thing you’ll like to change about yourself?

If there’s anything I’d like to change about my self is to stop procrastinating so much.

“I would ensure that Judges should be properly screened to ensure that only people of proven integrity are appointed as judicial officers.”

9.List three women who inspire you and why?

When I think of inspirational women, I do not think immediately about those who have achieved success in a leadership role. My mom is my number 1 inspiration in all facets of life. Not only is she my best friend, but she inspires me on a daily basis, it’s hard to even put into words how much I admire her, but I know that if I’m ever having a bad day or need advice, she’ll drop what she’s doing to make sure I’m OK. I’m eternally grateful for our incredibly close relationship, and I hope that one day I’m able to be half as good as a mother (or person) as she is!

Funke Adekoya SAN, a partner at ǼLEX – one of Nigeria’s most prestigious law firms. She is a woman with an undeniably illustrious and successful career. Her ability to take on multiple roles and continue to promote progress in the legal sector and ensure its accessibility to all who are passionate about it makes her particularly unique and special.

Oprah Winifred has always been an inspiration to me. I love her spirit . She is a strong willed woman who has defied age and gender and has been super duper successful. There is a lot to learn from her.

10. If given the chance to be the Chief Justice of Nigeria for a day, what will you change?

One day isn’t enough but one thing I’d do is to review all the cases that the public consider unfair and unjust.
I would ensure that Judges should be properly screened to ensure that only people of proven integrity are appointed as judicial officers, but that security agencies should equally monitor them closely and routinely and also judicial officers should abstain from membership of political parties to avoid influence from the political class.
All judicial officers would be adequately remunerated to reduce the excessive craving and likelihood of corruption and finally the practice of the Executive arm of government approving the appointment of Judges would be abolished to reduce the perceived influence of the Governors and President on the judiciary.

11. Did your upbringing in any way prepare you for everything you are into today?

My parents have always thought me to think and act for myself, forced me to learn at an early age to be responsible and hard working. Taught me that our actions and consequences are no one’s responsibility other than our own and that the choices we make directly affect how happy and successful we would be. So, yeah they’d prepare me for everything I am today. Shout out to my parents.

12. Where do you see yourself/your brand in the next 5 years?

That I just don’t give up. Never.

I have built a lot of resilience over the years. In true sense, I can fall seven times, and I would stand up eight.

13. If you were given the opportunity to address a group of girls five years younger than you, what will be your advice to them?

My advise to them would be that you don’t give importance to what others think about you and move forward. Pay attention, but don’t stay with the limiting information in your head. Chew it and throw out what isn’t helping you thrive and become a better you. There will always be people around you who will not care to see you, those who will choose to say that you can’t achieve what you want just to serve their own frustrations. Those people are already around and will be, throughout your life. Make every effort to recognize them and use their presence to make yourself a better person, who will make the wisest choices in life.

I know this may sound cliche, but love yourself. Have a positive attitude. It’ll really help your self esteem.

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