Meet Hayet Rida: The Pivot Queen of Creative Expression

Hayet Rida has carved a unique path in the world of creative industries, earning her the self-styled title of "Pivot Queen." Her journey, marked by bold decisions and fearless reinvention, reflects her ability to transform setbacks into opportunities for success. As the CEO and Creative Director of KHOI, a jewelry brand she founded, Hayet has become a beacon of resilience and creativity, especially for women who aspire to lead with authenticity.

Born and raised in Ghana until she was 17, Hayet's early life was shaped by the strong influence of her mother, a single parent who juggled multiple careers, including entrepreneurship and interior design. Her mother's style and approach to life left a lasting impact on Hayet, inspiring her to embrace fashion as a form of self-expression. This inspiration is evident in KHOI, where Hayet channels her creativity into minimalist yet statement-making designs that resonate with her belief in the power of simplicity.

Hayet's professional journey began in advertising, where she spent 15 years honing her skills in brand strategy and influencer marketing. Her work at FCB Chicago and later at Meta equipped her with a deep understanding of how to craft compelling narratives for brands. However, it was her passion for side hustles—ranging from food blogging to candle-making—that truly set the stage for her entrepreneurial leap. When a jewelry partnership fell through, Hayet didn't see it as a failure but as an opportunity. She used the packaging left from the collaboration to launch her own brand, KHOI, which has since grown into a full-time venture.

Throughout her career, Hayet has maintained a philosophy of embracing failure as a stepping stone to success. She believes in the power of vulnerability and uses her personal experiences, including struggles with imposter syndrome, to create designs that tell authentic stories. Her approach to creativity is deeply rooted in her African heritage, as she consistently collaborates with Ghanaian creative teams for KHOI's marketing campaigns, showcasing the rich talent in her home country.

For Hayet, success is defined by creative freedom—the ability to design and create on her own terms without having to conform to external expectations. This philosophy not only drives her work at KHOI but also shapes her broader approach to life. Whether she’s designing from a place of exhaustion or celebrating her team’s strengths, Hayet consistently proves that there’s magic in leaning into one’s true self.

Her story is one of resilience, creativity, and the unyielding belief that failure is just another step toward greatness. As Hayet continues to evolve and inspire, she remains a powerful example of how embracing one’s unique journey can lead to profound success.