Kenyan business and finance influencer Just Ivy, is shaking up the narrative surrounding the infamous ‘Njaanuary.’
With a candid perspective that challenges the norm, Ivy opens up about her own journey and why she’s opting for a different path this year.
For Just Ivy, January has often been a dry spell in the past, but she’s breaking away from the traditional narrative.
“I get it because, for the past few years, my January has been a bit dry, but I’m finding myself getting lost in content that’s making me think small because out here, there are people who don’t know what ‘Njaanuary’ is,” she admits.
However, she’s quick to point out the importance of not succumbing to content that perpetuates a limited mindset.
Ivy aims to connect with those who aren’t familiar with the struggles of a broke January, challenging the notion that everyone experiences the same financial hardships.
“I would love to engage with content of those people who don’t know what a dry January is,” Ivy asserts.
Her desire to reach a broader audience stems from the acknowledgment that there are individuals untouched by the financial strain of the month. Some are still on holiday, living a lifestyle that doesn’t align with the struggles of a typical January.
Also read: Thinkfluencer Just Ivy on quitting corporate job for content creation
Ivy seeks to engage with those who are thriving, eating well, and demonstrating success in the face of financial challenges.
“There are people who this month are still on holiday so they don’t relate to this content,” she said.
Just Ivy doesn’t shy away from her success, and she’s unapologetic about it. “I see people eating dry bread, and I don’t want to engage with that, and not in a bad way, but I want to engage with people who are eating well, healthy, and are freaking successful in January,” she declares.
Her preference is to connect with those who are not just surviving but thriving, maintaining a healthy and successful lifestyle even in the supposed ‘Njaanuary’ slump. It’s not a judgment against those facing difficulties but rather a conscious choice to surround herself with positive and successful energy.
“This is an unpopular opinion,” Ivy acknowledges. She opens up about her own journey, revealing that she had faced challenging Januaries in the past.
However, she emphasises the importance of making strategic plans, which have led her to a different reality this year. “I am so glad I made the plans that I did last year because I am seeing this January is not bad, and I am blessed,” she shares.
For Ivy, the key lies in personal responsibility.
“If you’re having a bad January, and every year you have a job and some skills, then isn’t it that every year you’re choosing it? Aren’t you choosing to have a dry January because you know January is coming but you’re still spending money the same way,” Ivy divulges.
By Josephine Njoroge