Elizabeth Uviebinene, 32, is the creator of the Storia journaling app. A brand strategist and author, she has published five books.
As a Black woman from a working-class background, I didn't grow up around columnists, people who built apps, wrote books, worked in advertising or in brand strategy. So being able to fulfil these roles – including being a columnist for Grazia and the Financial Times – have very much been led by my own sense of curiosity. It was not something that I thought was possible when I was in school, and it's something I’ve had to have resilience with to be able to do. But through relentless curiosity and perseverance, I stepped into these roles and redefined what was possible for me.
I've been underestimated, and honestly, I’m used to it by now. But what’s brought me to where I am today isn’t just talent - it’s a blend of curiosity, support, and opportunity. Of course, talent is important, but it’s only part of the story. You need people who believe in you, who can see your potential even when you can’t always see it yourself. And you need to be in environments that give you room to grow. I was lucky enough to have that in my best friend Yomi, when I first had the idea of writing Slay in Your Lane.
We see this across every industry and in so many success stories, it doesn't matter who you are, those crucial ingredients of talent, belief, and opportunity are what turn dreams into reality. You can’t underestimate the power of having the right people around you and being in spaces that encourage your ambition. That’s how doors open, and that’s how you push through.
I believe we reclaim our narratives and carve out our own paths by tuning into our inner voice. It does take a lot of resilience. Compared to our white counterparts, black women face extra hurdles, we have to shout louder just to make sure our voices are heard, and people are often quicker to doubt us. That’s why it’s so important to block out the noise, focus on your own voice, and stay clear about what you want from life. You can’t let anyone place limits on you or your ambitions. It’s about reclaiming your power and choosing to write your story on your own terms.
Starting my business was probably the hardest thing I’ve ever done, especially in the tech startup space. But being a founder and building a startup has allowed me to tap into so many different parts of my skill set. That’s what I love the most: every aspect, from marketing and product design to tech development, stretches me in ways I didn’t expect. It can be lonely at times because you're often head down, just building and problem-solving. But despite that isolation, it’s been one of the most fulfilling and exhilarating experiences of my career so far.
It takes so much self-determination, resilience, and motivation to bring an idea to life.
I’ve been able to reclaim my narrative by following my curiosity and creating the things I wish existed in the world—from books to campaigns, and now an app. Each project has been an expression of what I believe is missing, and that drive to create has shaped my journey. It’s about filling those gaps, not just for myself, but for others who need to see what’s possible.
The 16-year-old me would be so proud of who I’ve become today, and she wouldn’t have even imagined it was possible. What would I tell her now? I’d say, 'The best is yet to come. And you’re capable of more than you ever thought.'