Before launching FORVR MOOD in 2020, Jackie Aina nearly ceded a substantial 40% equity stake in her fragrance brand during early negotiations with a potential partner. In an interview on the “Aspire with Emma Grede” podcast, Aina credited her husband, Denis Asamoah, for advising against this move. With a background in investment banking, Asamoah helped Aina understand the true value of equity and the importance of retaining ownership, steering them away from a deal that would have significantly diminished their stake in the company.

Aina recounted how initially, lacking full insight into equity's implications, she thought giving away nearly half the business was acceptable in exchange for collaboration. However, Asamoah challenged this, highlighting the potential worth of their brand compared to what the partner’s involvement justified. This pivotal guidance kept the couple’s ownership largely intact, shifting equity conversations from large percentages to much smaller, more reasonable stakes as the brand grew.

FORVR MOOD has since flourished into a successful business, generating millions and gaining retail presence in Sephora stores across the U.S. and Canada. The company recently refreshed its product line with the Candle Refresh collection, offering signature scents like JOMO, CAKED UP, and MATCHA BES-TEAS priced at $48 each. Jackie Aina continues to spearhead growth, aiming for FORVR MOOD to become a globally recognized fragrance brand.

Throughout their entrepreneurial journey, Aina has expressed deep gratitude for Asamoah’s strategic input in managing operations, team-building, and partnerships. His expertise has been instrumental in navigating early business challenges, safeguarding equity, and enabling sustained brand expansion—all critical components in FORVR MOOD’s ongoing success story.