Beyond the Algorithm: Georgia Jasmin on Building Brands

Georgia Jasmin shares her journey from cruise ship dancer to agency founder, building creator brands through creativity, grit and reputation

From cruise ship dancer to founder of one of the UK’s only black-owned creator brand agencies, Georgia Jasmin has built a business that turns digital followings into lasting empires. She talks grit, identity and why reputation will always outlast reach

Where do you call home?

Manchester, born and bred. I’m a Manchester girl, shaped by the city’s creativity, grit and culture. My roots are Jamaican, a country I adore. That heritage brings colour, warmth and storytelling to my work. But Manchester is home. It’s where I grew up and my voice was formed. There’s nowhere quite like it.

What does your typical day look like?

Waking up, dressing confidently, heading to the office, team meetings, client calls, brand development, filming content, dinner with my husband and going home.

How did you become a successful entrepreneur?

Pure tenacity and grit. I didn’t give up when others thought my goals were too big. I forced myself into influential rooms, showed up online consistently, built trust and prioritised reputation over income. I am always learning and know the journey is not linear.

What does your creative process look like?

Moodboarding. We pull inspiration from everywhere and think outside the box to bring fresh ideas to the table. We talk, pin, move and play music. As an ex-professional dancer, I was taught to take things too far because you can always be reined back in. I tell my team to be outlandish; if I need to rule it back, I will.

What inspired you most when starting out?

The fact that you truly can have anything you want in this world. It is all yours for the taking. Why not you?

How has your career evolved?

My route wasn’t planned. I started as a professional dancer on Royal Caribbean cruises. When Covid hit, I lost my job, stumbled into skincare by accident, built a business and exited it. No blueprint, just momentum. I began advising founders who needed someone who had been in the trenches. That grew into Georgia Jasmin Creative, a 360-degree brand-building agency. We build commercial and personal brands. No two days look the same. It’s a lot, and it’s brilliant.

Describe the moment you realised you could turn your passion into a career.

It wasn’t a sudden moment, but an evolution fuelled by a decision. I chose not to work a 9-to-5 or get on the hamster wheel. I wanted to design my own reality; it was a choice.

What has been the biggest challenge?
Staffing. It’s testing, overwhelming, conflicting and draining, but also rewarding and necessary. It is the hardest part of running a business, but it enables you to scale. I’ve always been a leader, but when other people’s income is tied to your leadership, it’s pressurising.

What assumptions do people make about your career that are the complete opposite?

That I just oversee things. I do the doing and I’m in the thick of it. It’s my name on the wall and reputation on the line. I show up every day at 9am and work. Could I sit back and let my team do everything? Absolutely. Would I be as successful? Arguably not.

What makes your business unique?

Georgia Jasmin Creative exists at the intersection of creativity and commerce. We work exclusively with creators who have over 100K followings and take them from digital personalities to fully realised, multi-seven-figure brands. Our end-to-end approach covers everything so creators don’t have to piece things together with multiple agencies. We are the complete team. We build legacies that outlast the algorithm.

How does your career blend into your personal life?

My husband is a professional photographer, so we often work together. Some couples find it hard, but we bounce off each other well. His work was recently featured in British Vogue, an incredible win for us.

How does being a black woman influence your career?

It makes me work ten times harder. I must prove myself to be taken seriously in certain rooms. I take pride in my appearance because you should dress how you want to be addressed. Someone decides whether to hear you before you open your mouth. This is even truer as a black woman, so I never give them a reason to second-guess me.

What has been your experience being a black woman in your industry?

It makes me stand out. There aren’t many black-owned brand-building agencies, so I am an anomaly. People remember me, and I never have to introduce myself twice.

What is your favourite part about being a black woman?

The ability to command attention in a room with just your presence. That is incredibly powerful.

Who would you spend the day with and what would you do?

Tracee Ellis Ross. She holds so much wisdom and I’d love to talk. She carved her own lane despite having the opportunity to benefit from nepotism, becoming an icon in her own right. She is a phenomenal woman.

How does your hair play a part in how you express yourself?

I shaved my head at 15, representing freedom and expression. It stood out in auditions and it stuck.

How has your relationship with your hair been throughout the years?

When I was younger, I struggled. Going to an all-white school exacerbated those emotions. In my teens, I became obsessed with black girls with shaved heads on Pinterest and embraced my natural beauty. It was liberating.

Do you have any exciting projects coming up?

NDAs have me firmly zipped. What I can say is that the next 12 months for GJC are shaping up to be our most exciting yet, involving physical retail, real product on shelves and brand activations taking creators into rooms they’ve never been in before. London Fashion Week has been a recurring topic. Watch this space.

What message can you give to other black women?

Being black is not a limitation; it’s your superpower. The moment you realise that, you stop falling victim to society’s constructs. Rewrite the narrative within your own world. Don’t fall victim to the world.

Where can we find you?

Instagram | @georgiajasmincreative
Website | www.georgiajasmincreative.com