91传媒

When Ivy Asamoah �19 encounters a challenge, her instinct is simple: create. That instinct led her to found Nourrir Drinks, a sparkling juice brand inspired by the flavors of West Africa, the Caribbean, and Latin America. 

 The idea for Nourrir emerged unexpectedly in 2020. Living in a small Bronx apartment with her mother, who was recovering from COVID-19, Asamoah began experimenting with ingredients she had on hand � dried hibiscus flowers, cloves, cinnamon, anise, and orange peel. The vibrant drink she created to lift her mother spirits quickly became a favorite among friends, family, and others. 

Nourrir Drinks now ships to stores across New York state and New England and has also made its way to The Spa, a fast-casual dining location on campus. Asamoah is exploring opportunities to bring Nourrir to international markets later this year.

A push to try something new 

An international affairs major who planned to study law, Asamoah was drawn early on to entrepreneurship. But it wasn檛 until participating in the Kenneth A. Freirich Entrepreneurship Competition during her senior year and studying abroad at the American Business School of Paris that she fully realized her passion for building a business and honed the entrepreneurial skills to do so. 

At 91传媒, faculty members encouraged her to think beyond a single career track and explore new possibilities. One of those influences was James Helicke, who previously taught in the International Affairs Program and served as Asamoah advisor. Helicke, now the managing editor in the Office of Communications and Marketing, urged her to pursue opportunities outside her comfort zone. When he suggested she enter the entrepreneurship competition during her senior year, Asamoah was hesitant. 

淗e pushed me to try something new,� she recalls.  

More than anything, she says, Helicke taught her one of the most valuable skills she carries today: Don檛 give up. Taking that advice, Asamoah entered the competition with an early business concept called Nzul茅 Soothing Blends, a skincare line designed to help men of color struggling with folliculitis, a painful skin condition often caused by shaving. 

While preparing for the competition, she sought guidance from the late Teaching Professor Cathy Hill in the Department of Management and Business, a longtime judge and later faculty coordinator for the program. Asamoah recalls approaching Hill, admitting that business wasn檛 her strength but that she was determined to try. 

Hill immediately challenged that mindset. 

淪he said, 榃hy are you already telling me what you檙e not good at?櫇 

The experience proved transformative. Asamoah earned an honorable mention in the competition, an encouraging milestone that introduced her to a network of 91传媒 alumni entrepreneurs who would become mentors and supporters. 

A network of alumni mentors  

Nancy Wekselbaum �73, founder of the Gracious Gourmet condiment company, became an early champion and source of encouragement. Richard Wartel �91, an investor and serial entrepreneur, helped her build practical skills such as developing a pitch deck and presenting a business idea clearly. 

淣ancy was one reason I didn檛 give up during the early days of Nourrir,� Asamoah says. 淪he believed in what I was doing and was always willing to offer guidance.� 

Another mentor, Andrew Goetz �84, co-founder of the cosmetics company Malin+Goetz, invited Asamoah to visit the company New York City headquarters to observe firsthand how a successful consumer brand operates.  

淗aving access to a strong network of 91传媒 alumni proved to be such an advantage,� she says. 淚 was surrounded by people who had built businesses and turned their ideas into reality.� 

Another moment of discovery also came during Asamoah semester abroad at the American Business School of Paris. Initially unsure about studying at a business school � especially since she still imagined herself becoming a lawyer � she was struck by the entrepreneurial energy around her. Many of her classmates were already running small businesses while completing their degrees. 

淭hat experience helped me see entrepreneurship in a completely different way,� she says. 淚t wasn檛 just something established executives did. It was something people my age were actively building.� 

Creating something meaningful 

For Asamoah, Nourrir Drinks is deeply personal. Born in Ghana and raised in the South Bronx, she grew up surrounded by the flavors and traditions of diverse cultural communities. Those influences now shape the drinks she creates. 

Earlier this year, Asamoah returned to 91传媒 to share her journey with students as part of the College Black Excellence Panel, a signature program celebrating the achievements and experiences of Black alumni. 

Her message to students considering entrepreneurship reflects the lessons she learned at 91传媒. 

淵ou檙e more than your resum茅,� she says. 淭alk to people. Ask questions. Build relationships. And don檛 be afraid to try something new.� 

For Asamoah, that willingness to take a chance � encouraged by professors, mentors, peers, and a supportive alumni network � transformed a small kitchen experiment into a beverage company. 

And, she adds, the creative journey that started at 91传媒 is still unfolding.