Juanita Rosenior is the founder of boutique multidisciplinary agency TGRG (The Girl in the Red Glasses). TGRG consists of three divisions: TGRG Talent, Marcomms & PR and SixByNines&Co, our literary arm. Their clients are atypical visionaries with the desire to uplift, empower and inspire. Juanita was listed as One to Watch for 2022 by national newspaper, The Voice.
Can you tell us a little about your background and the company?
I was born in Sierra Leone, West Africa into two high achieving families and grew up in South London. Entrepreneurship is in my blood as my dad developed several businesses, alongside his role as a diplomat and my grandma before us use to sell fish in the markets of Freetown. Neither my father nor my mother know anything other than hard work and striving to achieve beyond what the eye can immediately see and that has been passed onto me.
The birth of my eldest son in 2008 ignited the businesses woman in my DNA and I have since built a couple of business, the latest being TGRG. We’re an agency that represent people doing interesting things in the world of fashion, wellness, social justice, literature and more. We deliver campaigns for businesses and individuals whilst as well managing the careers of several artists. We’re like a growing CAA or WME.
How did the idea come to you for the company?
My businesses and the brands I’ve developed have always been created out of a need or an interest. I started TGRG when I realised that my employers were using my drive to fuel their objectives but had no intention of compensating me in the way I deserved. After a conversation with my manger led to me handing in my notice – a surprise to both of us at the time – I got moving, taking the skills and using networks I had to start this new venture.
How did you achieve awareness?
Gaining awareness came from a mix of things. People from my previous roles recognising me as a hard worker and hiring me for projects. Talking to my friends and family about what I did. But the majority of awareness around my business comes from social media which plays a huge part. Linkedin has been a lynch pin in getting me noticed as when I talk about clients and projects, it gives people an insight into my what I do without the hard sell, which I really hate.
What are the key successes?
My most recent key success is becoming a six-figure business despite the pandemic. There was/is a lot of pressure on businesses and we managed to sustain and continue our growth. Despite that challenge we more than doubled our income. Another key success as clichéd as it sounds is just running a sustainable business for the last five years.
What were/are the challenges and how have you overcome these?
I feel like there are very few Black-led female agencies that cover talent plus I’ve never worked in an agency so I worried I wouldn’t know the blueprint to success. I came to realise that success was whatever felt right because I trusted myself.
Another challenge was building the business alone. I like my autonomy but there were some days where having a business partner could be useful to share the load. So, to create the best of both worlds, I pulled together an advisory board of specialists to focus on different areas of the business.
Who are the 4 people who inspire you the most and why?
Ozwald Boateng ( Designer) – He’s someone with a clear vision of what excellence looks like and he delivers that in creative and innovative ways without fail.
Bozoma St John (Chief Marketing Officer, Netflix) – She is not only a powerhouse in her field but a dedicated mother and friend. She just enjoys her life and I respect that.
Akua Agyemfra (Brand Strategist) – Akua is just a woman who gets things done. With one of her high-profile clients being the rapper Stormzy, she’s taken opportunities and really maximised them. For example, turning a book deal into the development of an imprint that offers opportunity to more diverse writers was genius. It also created a new revenue stream beyond just one book. Just love her work.
Rihanna (Singer/Entrepreneur) – Fashion. Beauty. Makeup. Lingerie. Music. And she’s an unapologetic, visionary billionaire. I feel like I don’t need to say any more because her work speaks for itself.
What are your Instagram, Facebook and LinkedIn social handles and also website links so our readers can connect with you?
www.tgrg.co.uk – business website
juanitarosenior.co – personal website
@tgrguk on Twitter and Instagram