From Brooklyn to Reykjavik: How a Black American Woman Built a Life and Business in Iceland
Jewells Chambers, a Black American woman, doesn’t fit the stereotype of an Icelander. Yet, after eight years in Reykjavik, she feels deeply rooted in its breathtaking nature, vibrant culture, and welcoming community. In a country where 94% of the population identifies as native Icelandic, Chambers embraces her unique perspective as one of the remaining 6%, sharing her experiences through All Things Iceland, her thriving podcast, YouTube channel, and social media brand.
Key Takeaways:
- Chambers found her calling in Iceland’s captivating nature: After feeling drawn to the country since high school, she made the leap to Reykjavik, finding her purpose both personally and professionally amongst the breathtaking landscapes and welcoming people.
- All Things Iceland is a successful, self-made business: Chambers built the company from scratch, growing it from a passion project into a full-time job that earns her approximately $73,000 annually before taxes and pension contributions.
- Iceland offers a unique lifestyle and budget: With universal healthcare, affordable housing compared to major cities, and government-backed retirement savings, Chambers’ monthly expenditures reveal a different approach to personal finances than the typical American experience.
Finding Her Place in Iceland’s Embrace
Chambers’ journey to Iceland was a testament to her audacious dreams and unwavering pursuit of purpose. From a longing for a life beyond Brooklyn, instilled in her during high school economics class, to navigating career paths in New York City while balancing student loan debt, Chambers found herself in a "limbo state" searching for direction.
This period shifted with a reunion and marriage to an Icelandic man, whom she met during college. Though hesitant to leave the States, Chambers’ commitment to pursuing her career led her to Iceland in 2016, accepting a job in the booming tourism industry.
This experience was transformative. Immersing herself in Iceland’s natural wonders, Chambers discovered a love for outdoor adventures and the opportunity to share these experiences with others. She found solace and a sense of belonging in Iceland’s welcoming community, providing a welcome respite from the racialized experiences she encountered in the U.S.
Turning Passion into Profit: The Birth of All Things Iceland
Chambers’ initial exploration of Iceland, combined with a growing interest in podcasts, led her to launch All Things Iceland in 2018. Initially a passion project, the podcast quickly found an audience eager to learn about Icelandic culture, history, and nature through her unique viewpoint as an expat.
This early success spawned a YouTube channel and social media presence, further solidifying Chambers’ digital footprint. While juggling a demanding job as Chief Digital Strategy Officer at an advertising agency, she continued to grow All Things Iceland, despite the challenges.
By 2020, the platform’s trajectory and Chambers’ growing burnout led her to take the leap and go full-time with All Things Iceland. The decision paid off, as the company now boasts over 50,000 YouTube subscribers and 30,000 monthly podcast listeners.
This success is fueled by multiple revenue streams, including ad sales, sponsorships, affiliate marketing, map sales, travel consultations, and private tours. Chambers also collaborates with corporate clients, creating online and social media content. With her company on track to earn the equivalent of $100,000 this year, All Things Iceland has clearly blossomed into a solid financial foundation for Chambers’ future.
Living the Icelandic Life: A Breakdown of Chambers’ Spending
Chambers’ June spending provides a fascinating glimpse into the realities of Icelandic living. Unlike typical American budgets, her expenses are shaped by the country’s unique social structures and economic realities.
Here’s a breakdown of her spending:
- Rent, utilities, and internet: $2,031, reflecting the cost of living in Reykjavik’s downtown area.
- Groceries: $545, highlighting the relatively high cost of food in Iceland, especially at restaurants.
- Cash savings: $428, illustrating Chambers’ commitment to saving for future goals.
- Discretionary spending: $423, including household items, cleaning services, wellness, and entertainment.
- Travel: $368, allocated toward an upcoming trip to Amsterdam with a friend.
- Fitness: $352, for a gym membership and personal training sessions.
- Dining out: $321, demonstrating the prevalence of restaurant meals in her lifestyle.
- Life insurance: $73, reflecting the relatively low cost of life insurance in Iceland.
- Gas: $65, covered by Chambers for her company car provided by her rental car partner.
- Unexpected expenses: $61, for emergency room treatment and medication for strep throat.
Most notably, Chambers’ budget reflects the absence of health insurance premiums, a benefit of Iceland’s universal healthcare system. Also, Chambers’ compensation is net of taxes and mandatory pension contributions, a stark contrast to the American system of pre-tax income.
A Future Rooted in Iceland: Building Dreams and Businesses
Looking ahead, Chambers aims to continue growing All Things Iceland, both as a brand and a business. As the platform expands, she hopes to bring on additional staff to manage day-to-day operations, allowing her to focus on creative initiatives.
Ultimately, Chambers dreams of launching her own travel show, showcasing Iceland’s beauty and culture to the world. Her commitment to Iceland is evident, as she plans to purchase a home with her boyfriend and embrace the country as her long-term home.
Chambers’ story is a compelling example of embracing unconventional paths to achieve personal and professional fulfillment. From navigating cultural differences and challenging financial landscapes to building a successful brand based on personal passion, she embodies the spirit of adventure and resilience that resonates with those seeking a meaningful life beyond the ordinary.
With a combination of entrepreneurial spirit, a love for Iceland’s unique charm, and a commitment to sharing her experiences with the world, Chambers has created a life that is both authentically her own and deeply intertwined with the captivating country she now calls home.
