Valeriya Yusupova, a Gen Z CEO and self-made entrepreneur, journeyed through eight business ventures before finding success with her ninth—a jewelry line called Val Jewellery. Pushing through the challenges, Yusupova embodies resilience and entrepreneurial leadership, breaking generational stereotypes.
Yusupova’s three-year painstaking journey, scattered with trials and setbacks, was a substantial learning curve. It was not an easy road to success, and it certainly was not served to her on a silver platter. This Gen Z CEO believes her success is a product of overcoming multiple hurdles and persisting in the face of adversity.
Born in Geneva and a 2020 graduate of Missouri Southern State University, Yusupova, who currently resides in Madrid, was compelled to look towards self-sufficiency after experiencing a scarcity of job opportunities due to the COVID-19 pandemic.
The path to success was filled with several failed attempts including short-lived ventures—bath bomb sales, running an online vintage store, promoting homemade interior decorations, and repurposing watches, among others. But, these failures were more stepping stones than stumbling blocks for Yusupova. Her determination and an acute sense of opportunity kept her journey moving forward.
One distinct venture that resonated with market demands was a unique blend of organic make-up products. Despite numerous failed attempts, her unwavering resolve nudged her closer to success, moulding her into the entrepreneur she aspired to be.
By 2022, Yusupova finally found success with Val Jewellery—a hypoallergenic jewelry line imported from Switzerland.
Gen Z CEO’s resilient entrepreneurial journey
She continually reflects on her past adversities, urging budding entrepreneurs to acknowledge and embrace the inherent struggles in entrepreneurship.
Yusupova encourages an open discussion about the challenges of building a business from scratch and stresses the importance of perseverance, grit, and hard work at the heart of every success story. Her goal? To foster a culture that views success as a result of consistent effort rather than pure serendipity.
Recent studies affirm the rise of self-started businesses, indicating the possible risks and rewards in entrepreneurship. Entrepreneurial journeys, such as Yusupova’s, draw attention to these stats. Although only a portion truly profit from their ventures, individuals like Yusupova continue to showcase the tenacity of the entrepreneurial spirit.
The journey for entrepreneurs can often be challenging, with hurdles like financial setbacks and market competition. Nevertheless, success in entrepreneurship requires resilience, strategic thinking, and risk management. Yusupova’s journey serves as an ideal example, illuminating the landscape of entrepreneurial possibilities—from potential losses to significant rewards, and the resilience required to thrive.
