Story & Lesson Highlights with Jordan DIANDY

We recently had the chance to connect with Jordan DIANDY and have shared our conversation below.

Good morning Jordan , we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What’s the most surprising thing you’ve learned about your customers?
I was surprised to learn that customers notice and value small details much more than I thought — like remembering their names or recommending something based on their last purchase. That personal touch kept them coming back and turned one-time buyers into regulars. It showed me how powerful genuine connection is in building loyalty.

Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Jordan Diandy, and I’m originally from Senegal, West Africa. I’m the founder of Teranga Africa / choose Senegal, a brand that imports and showcases unique, handmade items from across Africa. You can find us on Instagram @choose_senegal to see our collection and learn where to shop with us. And also at terangaafrica.com

When I first moved to the U.S., I realized that many people had limited knowledge about Africa beyond the headlines. That inspired me to share the beauty, creativity, and diversity of African culture through authentic products — from musical instruments and handwoven baskets to textiles, jewelry, and traditional clothing.

Most recently, I achieved a personal milestone by publishing my first book, Abbakemman’s Journey, which is available at our shop Teranga Africa in Shoreline Village, Long Beach, or online through terangaafrica.com and Amazon. Through both my business and my writing, my goal is to build bridges between cultures and help people experience the richness of Africa in a real, personal way.

Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What’s a moment that really shaped how you see the world?
I was born and raised in Dakar, the capital of Senegal, where life in a big city can sometimes pull you away from traditional African culture. In many ways, you grow up thinking and reasoning like the West, and it becomes easy to forget or minimize your roots.

But like many kids in Senegal, I was fortunate to experience the best of both worlds — I received a modern education in the city, but I also spent my summers in the countryside with my grandparents and extended family. Those moments grounded me in my African identity, values, and traditions.

That balance between modern and traditional life deeply shaped how I see the world today. It taught me the importance of staying connected to where you come from, no matter how far you go. It’s also one of the main themes I wanted to share in my book, Abbakemman’s Journey.

What did suffering teach you that success never could?
Suffering taught me patience, faith, and empathy in ways success never could. When things are going well, it’s easy to believe you’re in control — but during hard times, you learn what truly matters and who you really are.

As an immigrant coming to the U.S. and starting from zero, I went through moments of doubt and struggle. Those experiences taught me resilience and the importance of gratitude — even for small progress. Success can make you proud, but suffering makes you humble and human. It taught me to value people, culture, and purpose more than money or recognition.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. Is the public version of you the real you?
I hope not. Haha. It is hard sometimes to separate public and private but I try my best. My public version is about communicating on projects, products so customers understand what we are trying to achieve as the business.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. Are you doing what you were born to do—or what you were told to do?
I would say both. I’m very close to my parents, and their guidance has always been important to me. They taught me discipline, respect, and the value of education — lessons that still shape my decisions today.

At the same time, I’ve learned that part of growing up is discovering who you are meant to be. So while I honor their advice, I also follow my own path — one that reflects my identity, my roots, and my vision. I believe I’m doing what I was born to do, but I’m doing it with the wisdom they gave me.

Contact Info:

• Website: https://Terangaafrica.com
• Instagram: @choose_senegal
• Linkedin: https://www.linkedin.com/in/jordan-diandy-0414528a?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
• Youtube: https://youtu.be/rxMEyw01tFU?si=rFObmdzf_kTw9bY5
• Other: Terangaafrica.com is offline and will be active in December