From Stay-at-Home Mum to Email Strategist: How Amina Built Her Business Without Showing Her Face

Meet Amina, an email strategist and copywriter who's proving you can build trust, showcase expertise, and grow a thriving business while staying true to your values. I first came across Amina on Instagram and we’ve had conversations in the DMs so I was excited to do this interview with her!

Amina, tell us about you, beyond the business bio

My name is Amina and I am mum, writer and a Hifdh student. I love baking and reading. I have three siblings — I’m the second born, saddled between a boy and two girls. What lights me up is writing Islamic nonfiction.

What inspired you to start your business, and how did it all begin?

To be honest, I was inspired by financial independence. I was a stay at home mum and my husband is the sole provider. I wanted something that I could earn from and use the money for whatever I wanted. I also wanted a creative outlet for my writing skills. So I started reaching out to Islamic book publishers, offering to write blog posts for them. Over the years, my business has evolved and I’ve gone from blog writer to email strategist and copywriter. Now, I help brands grow their businesses with email and I love it.

Why did you decide to go faceless? And how have you found ways to build trust and let your personality shine, even without photos or videos?

I decided to go faceless before the current iteration of my business, while I was still a blogger. The main inspiration was learning more about Islam and the concept of Tabarruj. And also wearing the niqab. Once I started wearing the niqab, I knew that I didn’t want to show my face online again — veiled or not. 

So far, I’ve been building trust by just being myself — humorous, friendly, non combative lol. If I'm in your comments, I’m adding something positive, not leaving mean comments. I share my thoughts on email marketing here and there and that shows my expertise. I use photos and videos of random stuff in my daily life that still lets you see that I'm a real person and you just don’t need to see my face.

How does your faith show up in the way you run your business? 

It shows up in how I serve my clients — delivering what I promised and doing the job to the best of my ability. It shows up in how I interact with people online — respectfully and kindly. It also shows up in how I advertise my service — with honesty. I’m not going to say that I’ll write xyz, then outsource it to someone cheaper so that I can chill and still get paid. I try to live by the Islamic principles of ihsan, honesty and truthfulness in my work.

What’s one thing you’ve had to unlearn about how business is “supposed” to be done?

That you have to hustle 24/7 to be successful. To be honest, I’m still unlearning that.

What are you most proud of in your business journey so far?

Not giving up. So many times I just want to pack everything up and take a long nap. The fact that I’m still running a business is something I’m proud of.

What vision are you building toward that gets you excited to wake up every day? And where do you see your business in the next few years?

I’m building towards earning enough to retire from working, so that I can focus on writing Islamic nonfiction for adults and Islamic fiction for kids, In sha’a Allah. I hope to be retired from active done-for-you client work in the next five years, In sha’a Allah.

How do you stay grounded and motivated when business feels challenging?

I look at a few people who are still going on with their business and I use them as a motivation. I make dua, take breaks and give myself pep talks.

What’s one unexpected joy of running your business your way?

I don’t feel pressured to show up physically perfect. I don’t need to spend money or time on aesthetic stuff, clothes, makeup and stuff like that. I can wake up and post stuff online without obsessing over my looks.

Quick Fire Questions

Before we wrap, let’s end on a few quick-fire questions to get to know you a little better…

What was your very first job? An editorial assistant at a local radio station.

What’s your guilty-pleasure snack during a workday? Chocolate chip cookies or puff puff (a fried Nigerian snack made from flour, yeast and sugar — although I use honey)

If you weren’t running this business, what would you be doing instead? Writing Islamic nonfiction books and articles.

If you could have coffee with any woman in history, who would it be and what would you ask her? Maryam the mother of Prophet Isa (AS). I would ask her how to have unwavering tawakkul.

How can readers find and support you?

I’m on Instagram as @theilluminatedpen_, I think that’s where my faceless personality comes out the most.