Exploring Life & Business with Jordan Diandy of Teranga Africa

Today we’d like to introduce you to Jordan Diandy.

Hi Jordan, can you start by introducing yourself? We’d love to learn more about how you got to where you are today. 
My name is Jordan, and I am from Senegal in West Africa. Senegal is a beautiful country known for its people, food, music, and more. I grew up in Dakar, the capital of Senegal, with the dream to one day become a professional basketball player. My parents were proud when I came to the US in 2010 on a basketball scholarship. In 2011, I started college at Vanguard University in Southern California. 

In 2014, I was part of the team that won the NAIA Division 1 Basketball championship. Then, I graduated in 2015 from Vanguard University with a degree in International Business. In 2017, I started a business that is growing more and more every day until today. We import handmade items from Africa (musical instruments, carvings, woven textile, clothing, jewelry). 

We sell online at Terangaafrica.com, and we also have a Kiosk at Shoreline Village in Downtown Long Beach. Please follow us on Instagram @choose_senegal. That’s where we post all the updates and new products. 

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
No, it has not been a smooth road; being self-employed is tough. It has lots of advantages because you are able to create something new realize your dreams, or become your own boss, and I am grateful for that. 

However, it has lots of ups and downs, and lately, more downs than ups. The economy is not the best the past year and a half so for a business that sells handmade items that cost usually more, we are having a hard time breaking even. 

I won’t talk about people trying to steal or stealing and causing huge losses of time and money. 

But I will talk about the weather changing all over the world but especially in California with more rains than usual. It has been affecting sales negatively. 

It’s been tough with many obstacles, but it is an opportunity to get better as a business owner, the perfect time to rethink the business model, cut down overhead, and negotiate and/or communicate with vendors, landlords, and, of course, always customers. Time to let all your partners know we need support. So, if you reading this article, reach out to small businesses and shop, shop, shop. We need it now more than ever 😃 

Alright, so let’s switch gears a bit and talk business. What should we know?
Teranga Africa, LLC is a California-based company that imports and sells African art, crafts, musical instruments, baskets, clothing, and bags from Senegal. The Company sells its products through retail, wholesale, and online channels. 

We are proud of representing our continent Africa and also promoting culture from Africa. Lots of people think Africa is a bunch of villages where you can only find hunger, wars, poverty. Those things exist, you can’t deny it, but Africa has so much more positive things to present to the world. At Teranga Africa we are ambassadors for African artisans by selling handmade items from Africa. 

We are working on 2 services that could help us boost sales. We want to become ambassadors for tourism in Africa by organizing tours and travels, ambassadors for African food by organizing or participating to food events, fairs and festivals in California. 

Please come visit us at Shoreline village in Downtown Long Beach or keep in touch by following on Instagram. @choose_senegal. 

Who else deserves credit in your story?
Of course I will start with my parents, they raised me well and they push me till today. I will give also credit to my wife, Isabelle, I would not made it this far without her support. Thanks to all my friends and family members in Senegal, California, Idaho, Indiana who support Teranga Africa. They know who they are.

Then, I will give credit to my mentors, 

I will start with Rhett Holiday, Head Coach of Vanguard University Men’s Basketball. He taught me to get ready/ to prepare mentally and physically for adversity (games, exams, life in general, post injuries…), and that translates to success in business. Thanks to Levi Seekins, Brian Roberts, and my teammates. 

I will also give credit to Ed Westbrook. Ed is a Professor Emeritus of Business at Vanguard University. He takes the times to read or listen to all my crazy business ideas and he gives me guidance and support. 

Thanks to Mara Diakhate, founder of Da African Village and Africa Love store. He helped me realize how valuable African Artifacts are and the story behind them. He also show me the day-to-day operation of a business on the road. He showed me how to set up at farmer’s market, fairs, and festivals. 

Thanks, Claribel. At Armarte, we shared a location for two years and learned a lot. 

Thanks to President Bill and his wife, Lynell Brooks, and the Event Relations team, Amy Jungkeit, Barbie Rouse, and Professor Tom Shirey at Vanguard University for helping me accomplish my academic goals. 

Thanks to Teresa founder at Fair Trade Long for sharing information about upcoming events in the LA and Long Beach area and also picking the right ones. 

Contact Info:

• Website: Terangaafrica.com
• Instagram: https://www.instagram.com/choose_senegal?igsh=OGQ5ZDc2ODk2ZA%3D%3D&utm_source=qr
• Facebook: https://www.facebook.com/terangaafrica?mibextid=dGKdO6
• 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://www.youtube.com/@Tasteofsenegallongbeach
• Other: https://terangaafrica.com/products/visit-senegal-in-between-land-and-sea-tour