Money & the Middle sits in the in-between — between childhood lessons and adult choices, between responsibility and possibility. It’s sometimes a mirror, sometimes a window, offering glimpses that might resonate, surprise, or shift the way you see your own journey.

This week we’re joined by Eva Wohiren, a New York City–based skincare brand founder in her 30s. Wohiren’s parents’ journey from Nigeria to corporate America and eventually business ownership shaped her view of success and the importance of discipline.

What was your upbringing like around money?

I lived a pretty comfortable life, as did the people around me, which made my childhood feel stable and happy in a lot of ways. Looking back, I realize that sense of comfort came from how intentional my parents were about shielding us from any financial stress. At the time, I didn’t understand what that required. Now, as an adult, I see how much discipline, sacrifice, and quiet responsibility happened behind the scenes.

Did your family talk about budgeting, saving, or spending — or did you learn on your own?

A lot of what I learned came from observation. From a young age, I was exposed to the idea of financial literacy as a form of freedom. In high school, I paid close attention to how my parents spent, prioritized, and were careful with. I gravitated toward books about money, power, and systems to deepen my understanding of how wealth actually moves and multiplies. College was my first real taste of managing money as I budgeted my bi-weekly allowance from my parents while traveling frequently with friends. Becoming a journalist deepened that awareness, and through covering policy, business, and power structures it became clear that real wealth is rarely built solely through a traditional 9-to-5. I understand how laws, political systems, and class dynamics shape opportunity and sustain power dynamics in this country.

How has being first-gen shaped the way you think about money?

My parents left behind everything familiar in Nigeria for the chance at more opportunity. I watched them navigate corporate America and then leave to create businesses. Seeing that transformation shaped how I understand success, and I’ve always felt a responsibility to make their sacrifice mean something. I worked hard, studied, and listened to their advice. As an immigrant, mediocrity never felt like an option. Money isn’t just about lifestyle to me — it represents stability, intention, and honoring where I come from.

You have also recently become an entrepreneur with the launch of Wren Skin

I had known that I was going to create a skincare line for some time. Skincare is really vital because it’s the only outfit you put on every day. Between 2023 and 2024, I really started testing different samples – serums, cleansing oils, etc. Financially, freelancing has been my saving grace because it’s the “fun money,” while my full-time salary supports everything else. I’m prioritizing work a lot, at the expense of my social life, because I need a lot of capital to build a business.

One of the things I’ve been surprised by is the marketing budget and how quickly it goes. I thought to myself, if I’m going to scale this, and I have a full-time job and a life, I have to offset some of this work to someone else. I hired someone to focus on the paid media strategy to free up my creativity. My rationale was, if I’m trying to learn how to do paid media, it takes away my capacity to focus on producing the creative assets. There’s always something to do, and I’m looking forward to networking with other people in a similar space in 2026, and the growth potential of getting Wren Skin on shelves.

Like most entrepreneurs, you’re juggling a lot, and I’m curious how you manage your money day to day. Can you walk me through a typical week—what you spent and how it felt?

If I grab breakfast on a work day, it’s a $20 vegan egg and cheese, and dinner might be another $30. On a non-work day, I’ll usually take the subway ($2.90) to meet friends for a late lunch. I spend between $60 to $100 on food/drinks, and almost always Uber home. If I’m coming from Brooklyn, that ride is easily $40 to $50, or $30 if I’m in Manhattan. Taking Ubers everywhere in New York City definitely feels like a splurge, especially because the subway works most of the time. I just don’t love it — especially when I’m wearing heels. New York streets and stilettos do not go hand in hand, and I choose my peace of mind and fashion every time! On an occasional day of shopping, I easily spend $500 on clothes, shoes, or accessories. If I have something to celebrate, I usually grab a new designer bag, which can range anywhere from $500–$3,000.

What purchase brought you joy, or made you pause or second-guess yourself?

I booked a trip to Nigeria and it was more expensive than prior years. Every time I book an expensive plane ticket and I know the typical value, I pause and do the mental math. I consider everything else I could do with that money and what I’m giving up financially. But I’m also really intentional about building experiences and are  just as powerful and valuable as money and time. 

Tell me about a financial choice that felt messy, contradictory, or surprising.

I once flew across the country for a friend’s birthday. During that trip, she treated me poorly, and after that weekend, never spoke to me again. What made it messy wasn’t just the emotional loss of that friendship, but realizing I had spent money to show up for someone who ultimately didn’t value me the same way. It taught me that generosity, whether emotional or financial, deserves discernment too.

If you could give your younger self financial advice, what would it be?

Saving is powerful but figure out how to grow money sooner. I wish I had gotten on YouTube earlier and really learned about stocks, investing, and all the different ways people build wealth.

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