When I launched Women of Rubies in 2015, I wasn’t trying to build a media company. I was trying to solve a problem.
Every day, I encountered remarkable women doing extraordinary work, building businesses, leading organizations, creating opportunities, transforming communities, and quietly changing lives. Yet very few people knew their names.
The media landscape often celebrated the same voices while countless women with equally powerful stories remained invisible. I believed visibility should never be reserved for a select few. It should be accessible to every woman with a meaningful story to tell.
That belief became Women of Rubies.
Today, more than a decade later, our platform has amplified the stories of over 3,000 women, published more than 500 editorial features and columns, trained over 600 entrepreneurs and professionals through our Media Visibility Bootcamp, and built a global community that spans Canada, Nigeria, the United Kingdom, the United States, and beyond.
Looking back, I realize this journey has taught me far more than how to run a media platform. It has taught me about leadership, purpose, consistency, trust, and the true power of storytelling.
Here are ten lessons that shaped everything.
1. Start with a problem, not a platform
Many founders begin by asking what they want to build. I started by asking what needed to change.
Women of Rubies was never about creating another website. It was about creating opportunities for women whose expertise deserved greater visibility. Purpose creates staying power. Platforms evolve, but purpose keeps them relevant.
2. Storytelling is one of the most valuable business assets
People rarely remember statistics. They remember stories.
Throughout my career as a journalist and communications strategist, I’ve learned that the most influential leaders are not always the most accomplished; they are often the ones who communicate their ideas clearly and consistently.
Every interview, feature story, and founder profile reinforced one truth: Stories build trust faster than credentials alone.
3. Visibility creates opportunities
One of the greatest misconceptions I encounter is that visibility is about fame. It isn’t.
Visibility is about discoverability. When people know who you are, understand what you do, and trust your expertise, opportunities begin to find you.
Over the years, many women featured on Women of Rubies have gone on to secure speaking engagements, board appointments, media interviews, partnerships, grants, awards, and new clients because someone discovered their story.
4. Consistency matters more than perfection
There were seasons when publishing content felt easy. There were also seasons when it was incredibly difficult.
Life changes.
Businesses evolve.
Resources fluctuate.
But consistency compounds.
Publishing one meaningful story after another eventually became thousands.
The lesson?
You don’t build authority overnight. You build it one piece of content at a time.
5. Relationships are your greatest marketing strategy
Women of Rubies has never relied solely on advertising. Our growth has been built through genuine relationships.
Journalists.
Authors.
Founders.
Corporate leaders.
Community organizations.
Partners.
Sponsors.
Every meaningful collaboration began with trust. In communications, relationships remain one of the strongest forms of long-term marketing.
6. Great content serves before it sells
As the digital landscape has changed, I’ve become increasingly intentional about creating educational content that answers real questions. Whether we’re writing about media visibility, personal branding, Google Knowledge Panels, AI search, storytelling, or communications strategy, our goal is simple:
Help people first.
Search engines have changed.
AI has changed.
But valuable content continues to outperform promotional content because it solves problems.
7. AI is changing discoverability, but authority still matters
One of the biggest shifts I’ve observed is how people search for information. Increasingly, entrepreneurs are asking ChatGPT, Google AI, Perplexity, and other AI assistants instead of typing simple search queries.
That means digital credibility matters more than ever. Brands that consistently publish accurate, well-structured, trustworthy content are more likely to be cited and recommended.
This is why I believe digital footprint has become one of the most valuable business assets any professional can build.
8. Your reputation is built long before people meet you
Most people will Google your name before they schedule a meeting.
Potential employers.
Clients.
Conference organizers.
Journalists.
Investors.
Your online presence has become your first introduction.
Every article, interview, LinkedIn post, podcast appearance, and media feature contributes to the story people form about you.
Build that story intentionally.
9. Success isn’t measured only by numbers
Yes, I’m proud that Women of Rubies has featured over 3,000 women. I’m proud of the awards.
The partnerships.
The global reach.
But what matters most are the messages that say:
“Your story gave me hope.”
“I finally felt seen.”
“That interview opened a new opportunity for me.”
Those moments remind me why this work matters.
Impact will always outlast impressions.
10. Keep building, even when no one is watching
Every platform has quiet seasons. Every founder experiences doubt.
Every entrepreneur wonders whether the work is making a difference.
The truth is this:
People often see the results long before they see the years of consistency that created them.
Keep publishing.
Keep improving.
Keep serving.
Your next article, interview, conversation, or opportunity could become the one that changes everything.
Final Thoughts
Building Women of Rubies has never been about creating content for the sake of publishing. It has been about creating opportunities through storytelling.
As communications continues to evolve through artificial intelligence, changing search behaviour, and new digital platforms, one principle remains unchanged:
People trust authentic stories.
Whether you are building a business, leading an organization, launching a nonprofit, or growing your personal brand, never underestimate the power of being intentional about your visibility.
Because when the right people discover your story, new opportunities become possible.
About Esther Ijewere
Esther Ijewere is a Canadian-based media strategist, brand visibility consultant, journalist, and Founder of Women of Rubies. Through strategic storytelling, communications, and media visibility initiatives, she has helped amplify the voices of more than 3,000 women globally while training hundreds of entrepreneurs and professionals to communicate with clarity, confidence, and impact.
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