Ellena is the founder of Natural Hair Rockss and the visionary behind Influencer Marketing Hub Africa which specialises in influencer strategy and brand storytelling. Deeply passionate about the creative industry in Africa, Ellena weaves purpose, faith and authenticity into everything she builds. I first came across her on TikTok, instantly drawn in by her quiet confidence and the thoughtful presence of her brand. Beyond business, she lives and leads from a place of deep faith, letting God shape the way she moves through the world. Hence why she’s the Muse of the Week :)

You wear many hats—brand builder, strategist, creative. But if we stripped away all the titles, who is Ellena at her core?

I’m just a girl, haha… all jokes aside, I’m simply a girl navigating life through Christ.

Lately, what thoughts have been taking up space in your mind? Something you’ve been sitting with, questioning, or processing?

Hmm, there’s been a lot on my mind, but one thing that’s really been taking up space lately is how we allow fear to hold us back.

What's the last thing that truly moved you? Could be something you read, watched, heard, or even tasted.

I read a lot of African literature, and one of my most recent books, The Polygamist by Sue Nyathi, really got me reflecting on patriarchy, especially in Africa. It reminded me why it’s so important  for women to be financially independent.

If you could sit down with your younger self, what would she say to you?

NO ONE CARES!!!! GOD’S GOT YOU !!!

When you think about the next season of your life, what feeling do you hope defines it?

I have hope because I trust the plans God has prepared for me.

When an idea sparks in your mind, what’s your instinct—sit with it, flesh it out, text a friend? Who’s the first person you share it with?

It depends on what it is, but my first instinct is usually to open my Notes app and start typing. If it keeps coming to me, I know the Holy Spirit is trying to tell me something, so I just go ahead and act on it.

The name of the brand is such a direct statement—why did you choose it, and what message were you trying to communicate?

True story... I’m not sure if I’ve shared this before, but I remember sitting on the couch at my family’s house while I was still in university. I knew I wanted to start a business focused on natural hair care. As I lay there on the couch, I heard the name .. NATURAL HAIR ROCKSS .

What is the story behind choosing yellow as the signature color for Natural Hair Rockss? Was it a feeling, a meaning, or just an instinct?

A direction from the Holy Spirit.

How does your faith shape the way you build and run businesses?

It influences everything. I see myself as a steward, trusting God to lead, guide, and direct me. I also know that God is a God of structure, principles, and excellence, so we strive to reflect these values in our business as well.

Your visual world is so tastefully curated—every detail on your feed feels intentional. Do you see beauty as a natural extension of how you move through life?

Thank you so much! I’m really drawn to visually appealing things …it’s something that brings me comfort. So yes, I pay close attention to it, especially since I love to binge-watch my own feed when I’m bored.

 How much do you prioritise the look and feel of the brand on social media, and why is that important to you?

We prioritise the look and feel of our brand on all our socials as it plays a crucial role in how the brand is perceived. This is important for us as it helps to convey our brand values and personality almost immediately.

You fell in love with influencer marketing while growing Natural Hair Rockss. What was the turning point that made you realize its power?

One of the challenges we faced in the early days of the business was gaining trust. People were hesitant to spend their money. However, we soon realized that when we started partnering with certain influencers, this concern became much less of an issue.

What’s the biggest misconception brands have about influencer marketing? What do most of them get wrong?

One major misconception is brands relying solely on influencers to drive sales after a collaboration (one post to be more specific) , another would be equating an influencer follower count to the success of a campaign.

When curating influencers for a brand, what is top priority to consider? What signals tell you that someone is the right fit?

When we onboard influencers for a brand at my marketing agency, there are several factors we consider. These include brand alignment, storytelling, the influencer's level of authority, the quality of their audience (community over anything else) and whether their audience aligns with the brand's target market, among other things.

How do you define real influence? Beyond metrics, beyond engagement—what makes someone truly impactful?

Based on my experience, I’d say authority and community!

Anyone can become an influencer. (TikTok has made this easy in a way), you can gain influence overnight. However, not everyone has true authority or a loyal community behind them.

Your job is about helping brands be seen, but how do you make sure you don’t get lost in the work?

That’s why I have a stellar team, shout out to them!

What is one major lesson you’ve learned about building a brand in Africa?

Adaptability is crucial for staying relevant in an ever-changing market.

What do you feel is missing in the creative industry in Nigeria, and where do you see things going?

If you had asked me this question a year or two ago, I would have listed a few things. But now, I’d say nothing. I'm excited to see that the industry in Nigeria is slowly but surely evolving, and we can only hope for the best.

I saw you share a moment where you decided to declare joy over yourself instead of letting your emotions take over. What was that shift like?

My emotions used to get the best of me, and I’d end up ruining moments. I prayed to God about it and became more intentional about how I respond to certain situations. 

While I may not be able to control many things, I’ve learned that I can control how I choose to react. And I will always choose joy, cause the joy of the lord is my strength!

You say you're living a wholesome life through Christ. What does that feel like everyday? How does it show up in the way you move, create, and connect with people?

It feels exciting, everyday i’m learning , unlearning and becoming a better person! Living a wholesome life through Christ means that in everything I do, there’s a reflection of Him in it so when I find myself out of line I quickly retrace my steps . 

Coffee and Jesus Fellowship—what was the moment when you knew this needed to exist?

The Holy Spirit placed this on my heart back in 2022, but I was afraid, haha. Then, He kept reminding me about it consistently in 2023. I remember it like it was yesterday. I asked myself, "What are you so afraid of, Ellena? What’s the worst that could happen?" If God is telling me to do this, then it’s time.  I created a sign-up link, shared it on my story, and the seats were filled in less than 20 minutes. That’s when I knew there was no turning back…. 

What’s been your favourite city to visit so far?

This is a tough one, but I’d say Doha. 

As a matcha enthusiast—what makes a good matcha?

I can only speak for myself, as I prefer my matcha a certain way. First and foremost, the quality of the matcha is key (ceremonial grade is the highest). Another important factor is the process of making it. If it’s not whisked properly, I'd end up with lumps, and it can taste really bitter.

What does an average day in your life look like?

My alarm goes off around 6 AM, and I start the day with my morning devotion. After that, I tidy up, review my to-do list, and then head out for work. On days when I don’t have to leave the house, I work from home and binge-watch sermons or my favorite shows on Netflix.

What’s something that didn’t come naturally to you, but life forced you to master?

Tough love! I definitely learned this the hard way!

If you could describe this current moment of your life in one word, what would it be and why?

Peace... It's simple. God’s got me, so why do I need to  worry?