top of page
Search

Owning Your Narrative: The Tape Recorders Are On



For Jina, accounting is more than numbers—it’s a tool for empowerment, relationship building, and problem solving.


As the CEO of Etienne Consulting, LLC, Jina Etienne serves as a Certified Public Accountant and consultant. She helps individuals and businesses deepen their understanding of their finances so they can make informed, confident decisions. Her work centers on providing high-quality tax and financial education services, while also helping clients see their businesses for what they truly are—assets to nurture, grow, and align with their values and long-term goals.


At its core, Jina’s business is about more than compliance—it’s about clarity, ownership, freedom, and creating pathways to financial stability and generational wealth.



What inspired Jina to become an owner, and how did she get started?


Jina’s journey into entrepreneurship began with a class she didn’t even choose. Required to take an accounting course for her college scholarship, she quickly realized there was a natural connection. What started as “just an easy class” became something much deeper—something that led her to change her major and ultimately pursue a career as a CPA.


But her entrepreneurial mindset was planted long before that. Watching her father work as an independent insurance salesman gave her a firsthand view of what it meant to build something of your own—with excellence, consistency, and pride. It also taught her about the power of cultivating relationships.


Jina began her career in public accounting at a large firm, where she found herself—almost by chance—in the tax department. It was as if purpose kept gently guiding her path. Eventually, she launched her own tax practice, growing it into a thriving business where she hired additional accountants. Her growth wasn’t driven by aggressive marketing—it was built on value. Through authentic relationships, trust, and consistently high-quality work, referrals became the foundation of her business. She served clients for over 17 years before successfully selling the business.


Today, Jina has returned to her roots with a boutique tax firm, serving clients by referral only—continuing her legacy of excellence in a more intentional and aligned way.



What impact has ownership had on Jina's life, family, and community?


Ownership gave Jina the freedom to design her life on her terms.


Her business created both the financial stability and flexibility for her husband to become a

Stay-at-home dad for five years while pursuing graduate school—something that challenged traditional norms but reflected the power of intentional decision-making within her family.



Her journey has also created a ripple effect in her community. As a woman of color in a field with limited representation, she has shown others what’s possible. One of her most meaningful moments came when a client, inspired by Jina’s example of balancing motherhood and entrepreneurship, went on to start her own accounting firm.


For Jina, moments like that are a reminder: People are always watching.

For the good.

For the lessons.

For the possibilities.


Ownership isn’t just personal—it’s influential. The way you build your life and your business can open doors for others to do the same.



What fears or challenges did Jina have before becoming an owner, and how did she overcome them?


As a Black woman in the accounting profession, Jina understood early on that credibility wouldn’t always be given—it would have to be demonstrated.


At one point, that pressure showed up in how she presented herself—how she looked, spoke,

behaved, even down to the color of her office. She found herself trying to align with what she believed would make others see her as legitimate. And while these things certainly impact Black and Brown individuals, Jina knew the real secret rested within her.


Over time, she realized the real foundation of her credibility wasn’t external—it was internal. It was in her work, her consistency, her authenticity, and her results. She built her reputation through excellence, relationships, and trust. Along the way, she also learned the importance of alignment—ensuring her business reflected her personal values and long-term vision. That required intentional reflection and the courage to stand firm in her beliefs, even when it wasn’t easy.


For Jina, entrepreneurship isn’t just about building a business—it’s about building something that truly reflects who you are.



What advice would Jina give someone who’s never owned an income-producing asset but wants to start?

 

Jina’s advice is thoughtful, practical, and grounded in lived experience:


● Prioritize alignment. Ask yourself: Is my business a reflection of who I am, or just something

I’m doing? Be mindful of how you’re showing up and the impact you’re having on others.


● Be flexible, but don’t compromise. In the beginning, you may need to take opportunities as

they come—but it should never be at the expense of your values or expertise.


● Create self check-ins. Build a routine for reflection. Regularly assess whether you and your

business are growing in the same direction—and give yourself space to readjust when

needed.


● Understand the value of your business. Treat your business like the asset it is. If you had to

sell it today, what would it be worth? What debts would you owe? What cash would you walk

away with? Build with intention.


● Diversify your assets. Your business should be one asset—not your only asset. Protect

yourself by building multiple asset avenues for stability and growth.


● Don’t compromise who you are. The tape recorders are always on. People are

watching—sometimes from places you can’t even see. Your journey is impacting others in

ways you may never fully know.


● Keep going. Don’t give up on your dreams and goals. Surround yourself with people who can support your growth and development.



Work with Jina Etienne


Tax Support

Through her boutique firm, Etienne CPA, Jina provides tax consulting services, helps clients resolve complex tax issues, and supports those who feel stuck or unsure where to begin. (Referral-based services only)




Speaking, Training, & Consulting

Jina provides leadership development services in areas including:

● Emerging leadership

● Authenticity

● Building trust and connection

● Workplace culture



Connect with Jina





Comments

bottom of page