#LLASpotlight Who is a woman, when she finally gives herself permission to rest?
Omowumi Etiko is many things, a daughter, a leader, a nurturer, a builder, but at her core, she is a woman deeply committed to wholeness. Grounded in faith and guided by grace, she is redefining what success looks like for African women: not endless doing, but intentional being.
Through NuSafiri, Omowumi is reshaping travel into something more sacred, an act of care, restoration, and reconnection. What began as a personal insight during her wedding journey has evolved into a women-led hospitality platform that holds space for families, couples, and especially women, to pause, heal, and be fully present.
In this deeply reflective conversation, she speaks about faith-led leadership, choosing yourself without guilt, protecting the inner worlds of children, and why rest is not a luxury, but a way of life. She reminds us that success is not measured by perfection or applause, but by faithfulness, service, and the quiet impact of making people feel seen.
As she gently reminds every woman reading this: rest is not weakness. Choosing yourself is not selfish. And healing begins the moment you decide that your wellbeing matters too.
Read the full conversation below.
Who is Omowumi Etiko, beyond what Google says?
I would say I am a deep lover of those God has placed in my life. I am grounded in my faith, and see myself as one who has been sustained by grace. I am naturally reserved, but once you get to know me, you’ll discover a playful, quirky side and a love for adventure, even though adventure, as exciting as it is, can sometimes feel a little scary.
I am deeply passionate about children, particularly protecting their minds and bodies. This passion has shaped my interests in education and child development. I care about the inner worlds of children, I care about safeguarding them from harm, and raising girls and women who are whole, self-aware, and confident in who they truly are. I believe authenticity does not need embellishment; sometimes the simplest version of yourself, before expectations and labels, can be the most powerful. There is freedom in embracing that simplicity.
Outside of my work and advocacy, tennis has been a constant in my life. I have spent countless hours watching matches with my father and training in the sport myself.
What inspired you to build NuSafiri?
NuSafiri was inspired by my wedding journey; which involved hosting people from different parts of the world, leading them to Barbados.
I had an exceptional wedding planner who curated a beautiful celebration with care and precision. The event itself was thoughtfully handled. However, as I moved through the experience as a bride hosting loved ones from different places, I became aware of something important: there was no integrated logistics plan holding the full travel journey of our guests.
Flights, arrivals, transfers, movement, timing, reassurance, these lived outside the scope of the wedding itself. Guests were booked into hotels, but there was no single presence stewarding their journey from departure to arrival, ensuring clarity, ease, and a sense of being personally looked after before they even stepped into the celebration.
That awareness stayed with me.
I began to recognise how often life’s most meaningful moments, weddings, family gatherings, milestone celebrations, retreats, and large convenings, can feel more complex than they need to, not because they aren’t well planned, but because travel and movement are treated as separate from the experience rather than part of it.
That realisation became the foundation of NuSafiri.
NuSafiri was created to bring intention and continuity to the entire journey. We operate at the intersection of hospitality, movement, and experience design—supporting guests from the moment they begin their travel, and supporting hosts by holding the details they should never have to carry alone.
Our purpose is simple: to create ease where it matters most, when families and individuals take time apart for each other, whether it be a getaway near their homes, or they travel to a specific location, they can be fully present in the moments they have chosen to honour.
NuSafiri is about restoration, not just travel. How intentional was that?
Everything we do at NuSafiri has been completely Holy Spirit‑led. I believe that for people to operate at their best, they need to rest, not just physically, but in their minds and souls. I also believe that true restoration goes beyond a break; it’s about realignment and healing.
The dysfunctions we see in society today remind us that trauma and childhood experiences are very real. What the Holy Spirit has taught me is that when people are restored to the way God made them to be, they function better, not just for themselves, but for everyone around them.
Travel, for us, becomes a tool for growth. When families take time to travel together, to talk, to discuss real-life challenges, they raise children who are grounded, emotionally aware, and well-rounded. Those children grow into adults who contribute positively to society. Couples, too, need intentional time-outs to reconnect without pressure.
This is the ecosystem we aim to nurture: restored individuals, strong families, and communities shaped by people who are whole and intentional about their impact. It’s exactly what God designed us to do, and it’s exactly what we are committed to creating at NuSafiri.
What mindset shift are you hoping to inspire about rest?
I want people to understand that rest is non‑negotiable. It is not a luxury, it is a way of life. Rest is essential to living fully.
It’s not about how much money you have or don’t have, but how intentional you are about caring for yourself and your family. When you prioritise rest, when you take time to restore your mind, soul, and body, you show up 150% better in every area of life: at work, at home, and in your relationships.
Rest isn’t always easy, but it’s a luxury I believe every human can afford. Not in terms of money, but in terms of intentionality, creating space for stillness, reflection, and replenishment. When we intentionally set aside time for ourselves, our loved ones, and our connection with God, we invite renewal, clarity, and energy into our lives.
The goal is to make rest non-negotiable. When we do, the benefits ripple out, healthier families and stronger communities
What were some of the hardest moments that reshaped your idea of success?
Some of the hardest moments came when I faced situations where things didn’t go as planned. In those moments, it would have been easy to feel discouraged and question whether my work truly mattered.
What reshaped my idea of success was realising that success isn’t just about perfection or recognition; it’s about faithfulness, service, and impact. Every time I wanted to give up, God sent a reaffirming reminder, through a client, a small win, or even a simple gesture of gratitude, showing me that my purpose is to serve, to care for people, and to ensure they feel seen and valued.
This work is deeply personal for me. As Africans, hospitality is in our DNA, we care for others naturally, sometimes without even thinking. The challenge was learning how to structure that innate generosity into a professional, impactful service. That struggle taught me that real success is not measured by status or money, but by how effectively you make others feel supported, cared for, and restored.
Even in Nigeria’s tourism journey, as we work harder to increase our GDP, we are the epitome of jollof and “welcome.” I strongly believe that if we put this together, with care and intentionality, we would make magic. Success to me is about combining our natural gifts with intention, care, and purpose, and letting that ripple out into every life we touch.
How do you protect your own wellbeing while leading others?
Well-being is at the heart of my leadership.
I approach it intentionally, curating the experiences and environments that nourish me – body, mind, and spirit.Working with a coach and committing to the ongoing journey of inner healing has taught me that self-care is not optional, it is the foundation of effective and sustainable leadership.I’m a part of a inner- healing ministry with some of my covenant sisters,in a sacred space we call Healing Spaces. This initiative creates safe spaces for restoration, reflection, and emotional well-being and being a part of it reminds me how important it is to prioritize my own healing while serving others.
I have learned to treat time-outs as essential. As someone who recharges in solitude, I am attentive to overstimulation and honour the need to pause, reflect, and reconnect spiritually. Listening closely to God’s guidance on when to step back, ensuring that every decision I make, every team I lead, is infused with clarity, focus, and purpose.
Where does healing begin for a woman who cannot imagine rest?
Healing begins when you choose yourself. It starts with acknowledging your worth and recognising that your wellbeing matters. You give yourself permission to stop, to rest, and to care for yourself because you are that important.
I know what it feels like to push through without pause. But rest isn’t about forcing yourself to stop; it’s about pausing so you can show up better, for yourself, for your family, and for your purpose. I am the kind of person who doesn’t like to stop until I’m forced to, and that’s okay. Learning to honour rest has been a journey, and it has been transformative.
I am still learning to consistently choose myself, and I would encourage every woman to do the same. Choosing yourself is not selfish, it is essential for living fully and leading intentionally.
What do you wish the world understood about African‑led hospitality and wellness?
I wish the world truly understood that African hospitality is deeply authentic and attentive at its core. Our ways of caring for others aren’t learned, they are inherently born from culture, community, family, and history. When that natural gift is paired with refinement, intention, and heart, it becomes something extraordinary.
We have cared for one another, from extended families to communities and guests, long before service manuals or industry standards existed. That authenticity is a gift waiting to be fully unwrapped. When combined with professionalism, intentional design, and heart-centred service, it creates experiences the world is craving: connection, restoration, and soul-centred exchange
I believe that we are custodians of connection. Even in the simplest interactions, people feel welcomed, seen, and valued. That is Africa’s unique hospitality advantage.
What do you want African women watching you to feel and dare to do?
I want African women watching me to feel an unshakable sense of their own power.
Their voices are not only valid , they are necessary. When their hearts are aligned with purpose, integrity, and service, their influence inevitably extends beyond borders, cultures, and expectations.
They must never shrink themselves or allow their presence to be diminished. Impact is not measured solely by scale; even transforming a single life within one’s immediate world is a profound and meaningful legacy
In a world that expects women to carry everything flawlessly and endlessly, there is quiet strength in acknowledging that it is not always necessary to have every answer. There is grace in the willingness to pause, to unlearn inherited pressures, and to redefine what we truly need in order to lead well, live fully, and show up as our truest selves.
This message is not only for the woman still finding her footing, but also for the high achiever, the one who appears to have it all together. She, too, deserves the freedom to soften, to rest, and to recognise that wholeness does not require perfection.
What would you gently remind the woman who feels exhausted or spiritually dry?
I would gently remind her that she is seen, she is loved, and encourage her to speak up, even if it’s with someone close. There are people ready to support her, hold her hand, and remind her that she is enough, exactly as she is.
I would encourage her to choose herself daily, to rest, not because she is weak, but because she is worthy. Her healing matters, her dreams matter, and her presence matters. Even in moments of fatigue or doubt, she is capable of incredible things.
I would also remind her that seasons of dryness or exhaustion are temporary. They are not a measure of her value or purpose. With patience, self-compassion, and faith, she will rise renewed, stronger, and ready to shine in ways only she can.
As you look ahead, what kind of women do you hope NuSafiri continues to hold space for?
I hope NuSafiri continues to hold space for women and families from all walks of life who truly want to be seen, cared for, and valued, no matter who they are, how they show up, or what stage of life they are in. Our goal is simple: for every woman to feel safe, supported, and heard.
Through our experiences, whether curated travel, destination celebrations, immersive retreats, or meaningful family sessions, we aim to create moments of connection, reflection, and joy. These experiences are designed to help women, girls and families explore core values, strengthen bonds, and engage with life intentionally.
As we look ahead, we will continue partnering with organisations like Healing Spaces and others who share our vision, to ensure that every woman who walks with us leaves feeling restored, empowered, and fully seen.
