About Ruth Azikiwe
Hi I’m Ruth
you spiritual and wealth mentor and I’m interested in beautiful living, big desires, God, manifestation, business, wealth, and the woman you become when you finally stop building a life that looks good on paper and start building one that actually feels like yours. And, honestly, I didn't always know that was what I was doing. For a long time, I thought I was trying to find my thing, my niche, the right business model for me, what I wanted to be known for, the right people/audience to attract, the right way to explain what I do. I kept on privoting and changing niches because something was never quite right, I was alway searching for something and whenever I found something I was passionate about and thought ‘maybe this is it’ , I would change again but one thing I learned was that I was becoming more specific about what I wanted my life and brand to be.
Before all of this, I just wanted to create a life that felt like mine.
I started in the fitness industry and loved it but quickly realised that I didn’t want my brand to be about fitness, so I went into the lifestyle industry, wanting to talk about different things alongside fitness-like hey virgo manifesting generator girly here😜. I was interested in beauty, the way people live, travel, how they present and express themselves, how they create a life that feels good to actually wake up to.
Then I found manifestation and that opened an entirely different door for me because I wanted to change my life, the way i was living, my self concept, etc. And so, I became fascinated by the idea that your inner world creates your outer reality. I studied manifestation, the subconscious, visualization, assumption, identity, energetics, detachment, self-concept, spirituality and all of the things that make you question the way you've been taught to think about what is possible for you and I started applying it to my own life.
Then I started asking a different question:
What happens when the woman you believe yourself to be changes?
That question eventually became the center of almost everything I was interested in.
Then I became obsessed with identity.
I became obsessed with identity because I kept noticing that women would say they wanted one thing...but keep making decisions from an identity that expected something completely different and these ladies wanted more money, but didn't feel comfortable having more, they wanted visibility, but kept editing themselves, they wanted a bigger business, but kept creating offers around what they thought people wanted from them and I even recognized this in myself. So I started exploring internal authority, identity, standards, self-governance and the relationship between who you say you are and the way you actually live, that became the Identity Governance era of my work and this phase of my business mattered for me because I was in an envionment where I couldn’t keep being the woman I decided to be and Identity Governance helped me do that- to hold who I say I am being. But eventually, even that began to feel too small because it felt systematic, hustle based and masculine
I realized I didn't want to teach women how to become more Govern.
I wanted to talk about desire, the things women secretly want but don't always give themselves permission to say out loud and we are talking; the beautiful home, the money, the first-class flight, the freedom, the beautiful clothes, the business that actually excites you, the ability to take a random Wednessday off, the expensive dinner, the time, the travel, the family, the creativity, the spaciousness, the ridiculous FUCKING dream that you haven't told anybody because you're not sure they would understand why you want it. I started asking myself the question:What if you chose the life first? and then built the business around it because I don't believe your business should become the price you pay for having a life.
I wanted to talk about the life.
Not just the business, but the actual life you want the business to make possible.
I mean the life behind the Instagram bio, the one that nobody necessarily gets to see or even knows you are building. The house you want to come home to at the end of the day, and the way you want your mornings to feel when you wake up in it. The kind of clothes you want hanging in your wardrobe, the places you want to travel to, and the amount of money you want available to you without having to constantly think about whether you can afford the things you want.
I mean the kind of work you actually want to spend your time doing, the freedom you want around your time, the spaciousness you want in your days, the experiences you want to have, the beauty you want around you, and the people you want to share your life with. I mean the ridiculous little luxuries that might seem completely unnecessary to somebody else but make you irrationally happy, alongside the big dreams that you have carried for years and the tiny pleasures that make an ordinary Tuesday feel like your life is actually yours.
The whole thing.
Because I started asking myself, why are we building businesses without first asking what we want our businesses to make possible?
And honestly, that question changed everything.
So, what do I actually do?
I talk about business, wealth, desire, manifestation, identity, and the life behind all of it. I help women create businesses around who they are and the lives they genuinely want, which means I care about the business itself, the offers, the branding, the money, the creation, the visibility, and being paid, but I’m just as interested in the woman behind it: her desires, her standards, her self-concept, her relationship with wealth and receiving, her faith, and whether the business she’s building actually belongs in the life she wants.
Because I don’t want women creating beautifully branded cages. I want businesses that give women more life.
I’m also a little obsessed with ideas. I love finding connections between things that seem completely unrelated, so I can read Neville Goddard and start thinking about business, think about luxury and end up thinking about identity, or think about wealth and somehow end up thinking about time. I studied Media & Communication, so I’ve always been interested in stories, culture, perception, presentation, and why we make meaning out of the things we see and experience. I love beautiful things, thoughtful details, good words, and, perhaps most of all, understanding why we want what we want in the first place.
Welcome to my world
And I’m not talking to you from some imaginary finish line. I’m building too. This business has changed because I have changed. I’ve created things, outgrown ideas, renamed things, scrapped things, started again, questioned myself, become more visible, and eventually realised that I wasn’t making things too complicated. I was finally making them mine.
That’s probably the biggest thing I’ve learned: I don’t think my job is to find the perfect business somewhere outside of me. I think it’s to become honest enough about who I am, what I want, and how I actually want to live that the business naturally starts looking like me.
And that’s the conversation I’m interested in. Not becoming somebody else’s version of a successful woman, copying another person’s business model, working twelve hours a day because that’s what you think a serious businesswoman does, or convincing yourself you shouldn’t want more. I’m interested in what happens when you stop asking “What should I do?” and start asking “What do I actually want?”, and then have the courage to build from there.
My world is a little bit business, a little bit manifestation, a little bit wealth, a little bit God, a little bit luxury, and quite a lot of questioning why we do the things we do. I believe you can be deeply spiritual and still want luxury(Iike I said before), be grateful and still desire more, build a serious business without making your entire personality your business, and create a life that is both beautiful and well-built.
That’s what Luxury + Devotion means to me: build the life you actually want, then build a business capable of supporting it. And yes, I intend to make mine rather gorgeous along ✌️