Some people talk about change. Others build the infrastructure for it.
Esther Ijewere (@estherijewere | LinkedIn | website) is the second kind.
As the founder of Women of Rubies (womenofrubies.com), Esther has spent nearly a decade doing what mainstream media often fails to do: giving women, particularly Black women and newcomers, sustained, intentional visibility that actually leads somewhere.
Not a one-off feature. Not a token mention during a heritage month. Real, transformational presence.
When Black Canadian Creators connected with Esther for this spotlight, we knew we weren’t just interviewing a media strategist. We were sitting down with someone who understands that visibility is power, and that power should be accessible to everyone willing to take the leap.
Let’s plunge into the conversation.
Who Is Esther Ijewere?
Esther is a Canada-based media strategist, publicist, and social activist who has amplified the voices of over 1,000 women through Women of Rubies (website | Instagram | Facebook) since 2015. Her portfolio includes more than 500 PR clients, a media visibility bootcamp, community programs like the Rubies Collective Community (info here), and initiatives that span both Nigeria and Canada.
But before all of that? She was the person in the room making sure other women were seen, even when she wasn’t.
From Supporter to Steward: Esther’s Origin Story
BCC: Before Women of Rubies, who was Esther, and what shaped your path into media and storytelling?
Esther: Before Women of Rubies, I was someone who constantly saw brilliance that wasn’t being acknowledged. I was deeply involved in community work, advocacy, and communications, often supporting women quietly behind the scenes, helping them refine ideas, prepare for opportunities, and find their voice in rooms where they weren’t always welcomed. Storytelling was already part of my life, but at the time, I didn’t recognize it as “media.” It was simply listening, amplifying, and making sure women felt seen.
The turning point came from lived experience. I watched women build impactful businesses, lead movements, and create change, yet struggle to access platforms, funding, or recognition. I saw how visibility could open doors, and how invisibility could stall even the most powerful work.
After Women of Rubies, everything shifted. I moved from being a supporter of stories to a steward of them. I began building systems that didn’t just tell stories, but protected them, elevated them, and connected them to opportunity. WofR shaped my understanding of media as a form of power, one that can reshape narratives, influence access, and preserve legacy (and if you want to see the kind of storytelling they champion, start with Women of Rubies).
The Gap in the Media Landscape: Transactional vs. Transformational
BCC: What gap did you see in the media landscape that made you realize Women of Rubies needed to exist?
Esther: I noticed that many women were only visible when it was convenient, during awareness months, themed campaigns, or one-off features. Once the spotlight moved on, so did the support. Visibility felt transactional, not transformational.
Women of Rubies was created to change that. The platform exists to offer intentional, year-round visibility and to move women beyond a single moment of recognition into sustained presence. I wanted to build something that didn’t just highlight women, but walked with them, supporting their growth, amplifying their work, and helping them access rooms they were often excluded from.
The gap wasn’t talent; it was access, continuity, and ownership of narrative.
Strategy Over Attention: Advice for Founders and Creators
BCC: What’s the biggest mistake founders or creators make when trying to gain media visibility?
Esther: The biggest mistake is chasing attention without a strategy. Many founders want to be featured but haven’t clarified what they want visibility to lead to, whether that’s sales, partnerships, funding, or authority in their industry.
Another common mistake is waiting until everything feels perfect. The media doesn’t reward perfection; it rewards clarity and consistency. The most impactful stories come from people who are willing to show up authentically, even while still building. When founders understand their message and position themselves intentionally, visibility becomes a tool, not a distraction.
The Takeaway for Creators:
- Know your “why” before you pitch. What do you want visibility to lead to?
- Clarity beats perfection. Show up while you’re building. The polish comes later.
- Consistency compounds. One feature is a moment. A strategy is a movement.
If you’ve been waiting for the “right time” to put yourself out there, this is your sign to swoop in and start. Your story has flavour, don’t let it sit on the shelf.
Balancing Business and Advocacy
BCC: How do you balance building a business while staying rooted in advocacy and community impact?
Esther: For me, sustainability is a form of advocacy. I’ve learned that impact work cannot survive on passion alone, it needs structure, boundaries, and resources. Building Women of Rubies as a business allows the work to continue, evolve, and serve more women without burning out the people behind it.
I stay rooted by listening. Community feedback shapes our programs, partnerships, and storytelling. I’m intentional about who we collaborate with and how we show up. Every decision comes back to one question: Does this create access and opportunity for women? If the answer is yes, then the work is aligned.
Advice for Newcomers: Your Perspective Is Your Strength
BCC: What advice would you give to someone new to Canada or the media space who wants to truly thrive?
Esther: First, understand that your journey doesn’t have to look like anyone else’s. Being new can feel isolating, especially in media spaces where networks matter, but it’s also where your unique perspective becomes your strength.
Second, invest in relationships before chasing visibility. Community opens doors that algorithms can’t. Find people who understand your story and are willing to grow with you.
Lastly, don’t shrink yourself to fit in. Your accent, background, culture, and lived experiences are assets. Learn the system, yes: but don’t lose yourself in it. The goal isn’t just to be seen; it’s to be remembered.
Why This Matters:
For creators, especially those new to Canada or navigating unfamiliar spaces, it’s easy to feel like you need to “fit in” before you can stand out. Esther’s advice flips that script. Your difference isn’t a barrier: it’s the impression you leave.
What’s Next: The Media Pitch Challenge
BCC: What’s coming up next, and where can people connect with you and learn more about Women of Rubies right now?
Esther: One of the initiatives I’m most excited about is the Media Pitch Challenge: a visibility and media empowerment experience designed to move women from preparation to real exposure. The challenge creates direct access to platforms, media opportunities, and decision-makers, especially for women founders, creatives, and changemakers who are doing meaningful work but haven’t always had the right doors open to them. (You can check the details and upcoming dates here: Media Pitch Challenge.)
Beyond that, we’re continuing to expand our media features, bootcamps, and community programs like the Rubies Collective Community (learn more) that focus on long-term visibility, storytelling, and access: not just one-off moments of recognition. Everything we’re building is rooted in helping women own their narratives and position their work for growth, partnerships, and impact.
Connect with Women of Rubies:
- 🌐 Website: Women of Rubies
- 📱 Instagram: @womenofrubies
- 📘 Facebook: Women of Rubies on Facebook
- 👩🏾💼 Founder: Esther Ijewere’s website + Instagram + LinkedIn
Why BCC and Women of Rubies?
This spotlight is part of a growing collaboration between Black Canadian Creators (website | Instagram) and Women of Rubies (website | Instagram | Facebook): two platforms committed to amplifying the voices that mainstream media often overlooks.
When we talk about visibility, we’re not talking about vanity metrics. We’re talking about access. Opportunity. Legacy.
Esther’s work reminds us that the stories we tell: and the systems we build to protect them: matter. Her journey from community advocate to media steward is proof that when you lead with intention, doors don’t just open. They stay open.
Your Turn
Are you ready to take the leap into visibility? Whether you’re a founder, a creative, or someone who’s been waiting for permission to tell your story: this is it.
Here’s what you can do right now:
- Follow Women of Rubies on Instagram (and if you’re a Facebook person, they’re here too: Women of Rubies on Facebook).
- Explore the Media Pitch Challenge and get the details here: Media Pitch Challenge.
- Join the Rubies Collective Community for longer-term support and access: Rubies Collective Community.
- Submit your story to Black Canadian Creators for a future spotlight: Creator Spotlight Submission
- Drop a comment below: What’s held you back from seeking visibility? Let’s talk about it.
If this spotlight resonated with you: or if BCC’s resources have helped you see your value more clearly: consider supporting the work we do to keep creator resources free:
We keep showing up so more of us can show up prepared. Not invisible.
Want more creator spotlights like this? Visit our blog or check out our upcoming events to stay connected with the BCC community.
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