Joanna Samuel sat at her commencement ceremony at the University of the Virgin Islands in 2003 thinking, “I’m really going out into the world now — what should I do?”
“I wasn’t thinking about commencement, I was thinking about what would I love to do,” Samuel says.
Samuel has an associate’s degree in management and a bachelor’s in business administration, which she got just to get her degree.
“I got a job at the Internal Revenue Bureau as a tax examiner, but it wasn’t my passion to sit at a desk,” she says.
Her faith kept her going until she found her path.
“God had a plan for me and knew my degree would take me to my own business,” Samuel says. “You have to trust God and just do it. You have an ‘aha’ moment and you just know it.”
So, in September 2008, she opened Add a Touch, a ladies fashion jewelry and accessories boutique in the Sunny Isle Mini Mall.
“I’m a doer, not just a talker,” Samuel says. “I love fashion jewelry, style, color and meeting women, so the store was what I wanted to do.”
She thinks of her sister when she thinks of the store’s name.
“The name was very important to me, so my sister Anika Davis — who has since passed away — and I came up with the name of the store,” she says. “As women we are all beautiful – just ‘add a touch’ and it makes a difference.”
Her passion and love of color jumps out as you enter the store. It is decorated in her signature colors, bright orange and hot pink. Bold, bright floral arrangements are accents placed around the store.
“I’m very passionate about my presentation, which is very important,” Samuel says, sweeping the already meticulous floor.
Her passion for color is evident with all the colors of the rainbow and nature seen in the bead, shell, pearl, crystal, stone and wooden necklaces, earrings, rings, bracelets, and brooches on display. The price of the high-quality jewelry is moderate and affordable for gifts or as a treat for oneself.
“I like to say, ‘Think color, think style and think you,’” Samuel says.
Her numerous customers who stopped in during a recent interview all praised her customer service and personality.
“Joannna is always polite, helpful and accommodating,” Carmen Rivera says. “She is always in a happy mood, too.”
Samuel lives by the creed, “Pray, Faith, Believe, Live.”
Oprah Winfrey has been an influence on her life and accomplishments, quoting her saying, “When you know who you are and what you stand for, you stand in wisdom.”
In celebration of doing business for one year, Samuel will hold a storewide sale Sept. 10 through 12. The store hours are Monday through Friday 9:30 a.m. to 5:30 p.m. and Saturday 10 a.m. to 6 p.m.
