From Small Beginnings to Global Aspirations: A CEO’s Journey to Building a Luxury Legacy
In a small, picturesque Italian town, a young girl grew up surrounded by tight-knit community bonds, dreaming big despite modest beginnings. That girl, Judy Obasi (below), is now the founder of 15th Avenue, a luxury staffing agency catering to the unique needs of ultra-high-net-worth (UHNW) families. Her story, filled with determination and ingenuity, is a testament to the power of vision and persistence.
CEO and Founder, Judy Obasi
Her upbringing was steeped in values of hard work, integrity, and trust. “We weren’t surrounded by luxury,” she recalls, “but there was always a focus on striving for excellence.” These principles shaped her leadership style and later became the foundation of 15th Avenue’s success.
While excelling academically—especially in languages like Spanish, French, and Russian—she also nurtured her creative streak. Her curiosity and initiative shone early on, whether leading group projects or embracing extracurricular activities, planting the seeds for her future as a visionary leader.
After university, her journey began as a private personal assistant to high-powered executives. Immersing herself in the luxury lifestyle sector and managing complex household dynamics, she identified a glaring gap in the market: the need for truly bespoke staffing solutions for UHNW families. “It was about understanding their unique needs and building something exceptional,” she shares.
Thus, 15th Avenue was born—a company grounded in discretion, precision, and a commitment to surpassing client expectations.
Her leadership philosophy revolves around trust, transparency, and empowerment. She believes in leading by example and fostering an environment where her team feels both supported and challenged. “It’s about balancing empathy with accountability,” she explains, adding that these values are pivotal in cultivating relationships with her clients and staff alike.
One career milestone stands out: orchestrating the seamless staffing of an entire estate—from yacht crews to household staff—under a tight deadline. “It wasn’t just about filling roles; it was about exceeding expectations and reinforcing our reputation,” she reflects.
But running a luxury brand comes with its challenges. Balancing exclusivity and scalability while staying ahead of evolving client needs keeps her up at night. Yet, these challenges fuel her drive to innovate and excel.
Despite her busy professional life, she remains grounded by her love for travel, food, cinema, and even bowling—a surprising yet endearing way she relaxes with family and friends. “Exploring new cultures gives me fresh perspectives, both personally and professionally,” she says.
Her father, a resilient figure who overcame numerous obstacles to raise a family in Italy, remains her greatest inspiration. From him, she learnt the importance of perseverance and hard work. To aspiring entrepreneurs, her advice is clear: “Follow your dreams relentlessly. If you have a clear vision and the determination to work for it, anything is possible.”
For this CEO, success isn’t a destination but a journey of milestones, each one affirming that her company is on the right path. With referrals pouring in from the world’s most prestigious clients, 15th Avenue is cementing its place as a trusted name in luxury staffing.
As she leads her company into the future, she draws inspiration from iconic luxury brands like Hermès and Aston Martin, striving to emulate their timeless appeal and commitment to quality. Her ultimate goal? To make 15th Avenue synonymous with bespoke luxury services—crafted with care, precision, and a personal touch.
Through it all, she remains unwavering in her belief that relationships are the cornerstone of her business. “Building trust with clients, candidates, and within our own team is paramount,” she emphasises. It’s a philosophy that has carried her far—and will undoubtedly carry her further still.
Discover More: 15th Avenue
