How One Question Saved Jackie Aina's Multi-Million Dollar Fragrance Brand

Sometimes the difference between building a successful business and losing everything comes down to one conversation. Jackie Aina recently revealed that before FORVR Mood even launched in 2020, she was prepared to give away nearly 40% of the company to a business partner. She didn’t fully grasp what that meant at the time—the long-term financial implications of handing over such a large equity stake. It wasn’t until her husband Denis Asamoah, who has an investment banking background, asked a simple but powerful question that everything changed.“What’s 20% of $400 million?”he asked her. That one question forced Jackie to do the math and realize she was about to trade tens of millions of dollars in future wealth for a partnership that probably wasn’t worth it.

This wake-up call became the turning point for FORVR Mood. Rather than giving away massive equity stakes, Jackie took a different approach. The fragrance brand remained largely bootstrapped, with Jackie maintaining control and ownership. Today, FORVR Mood generates millions in revenue and is available at major retailers like Sephora across the U.S. and Canada. Jackie’s story is a powerful reminder that many entrepreneurs make critical mistakes early on because they don’t fully understand the value of equity or the long-term cost of giving it away. Whether you’re starting a business, joining a partnership, or making any major financial decision, it pays to have someone in your corner who can translate the numbers and help you see the bigger picture.

The lesson here extends beyond just business founders. All of us make big decisions without fully understanding the consequences. Having trusted advisors, mentors, or family members who can ask tough questions and help us see things clearly is invaluable. Jackie was fortunate to have that support system. Do you have people in your life who challenge you to think deeper about major decisions?