Methodical, thoughtful and rigorous, Samia Ben Abdallah Ben Khalifa never rushes into anything. In 2019, the graduate of the National School of Architecture and Urban Design in Tunis launched her own business: AWA, for “Architect with Artisan”, a line of leather goods and various accessories.
Samia waited two years before she used funds made available to her seven years earlier by Souk At-tanmia, to ensure her project would be a success. Hosted by the African Development Bank Group, Souk At-tanmia was set up in 2012 to offer practical financial help and support in the form of training, coaching, mentoring, access to markets and networking to business promoters.
The programme, supported by the Bank Group and several partners, has provided direct assistance to almost 800 entrepreneurs in North Africa, including in Egypt, Morocco and Tunisia.
Souk At-tanmia was followed in 2019 by EInA (Entrepreneurship Innovations and Advice – North Africa), a platform for entrepreneurship, innovation and advice aimed at first-time entrepreneurs in the region. EInA compounds the support provided by Souk At-tanmia, with the aim of promoting sustainable job creation in North Africa through operational innovations in public policies to support entrepreneurship.
In the interview below, Samia Ben Abdallah, winner of the “Female Entrepreneur 2021” award in Tunisia’s artisanal sector, explains how Souk At-tanmia supported the launch of her business.
Tell us about your business
Architect with Artisan makes bags and jewellery inspired by Tunisia’s architectural heritage. Our products are made locally by Tunisian artisans, with the most sustainable materials possible. In particular, they are made with leather offcuts from leading luxury brands. This year, we innovated by sourcing unsold “fast fashion” items through the Indigo Tunisia platform, which distributes the Zara, Bershka and Celio brands in Tunisia. Over the last six years, we have produced over 100 jewellery and leather goods lines, sold to 1,500 customers in five countries.
How was AWA set up?
I applied to Souk At-tanmia in its second year, in 2014-2015, and was a finalist. It was a big moment for me. I took time to refine my plans and launched the business two years later. I wanted to be sure I was going in the right direction.
In the beginning, I put forward a design project based on home decor accessories but along the way, I realised it wasn’t perhaps the biggest need in Tunisia. By talking it through with the coaches at Souk At-tanmia, I realised that fashion would be the best option in Tunisia. I took that on as a big challenge, and designed my first bag. I’ve now been on this adventure for five great years!
Can you say more about your cautious approach?
Souk At-tanmia gave me a gift, and I felt accountable to the people who had placed their trust in me. At the same time, in those days, we weren’t in the best market for designing decorative items. The enthusiasm that was there at the start of the Tunisian Revolution was starting to fade. I redefined my project and the fact that I was passionately convinced that there was a market to support my concept helped a lot. My approach was underpinned by caution and conviction.
Successful implementation is also critical – how did that work?
I had ten years’ experience in architecture. That allowed me to develop concepts that combined design, aesthetics and culture, but also the technical skills and coordination of a whole network of other people. I was familiar with production methods in Tunisia.
I also got high-quality training from Souk At-tanmia on strategy development, marketing and sales techniques, which was really very thorough. The Tunisian ecosystem also helped. A lot of people may not know this, but there is no lack of talent or production facilities in the textiles, fashion, leather goods and similar sectors in Tunisia and in terms of craftsmanship, there is real know-how, an innovative value chain and quality.
Would you say you had an entrepreneurial spirit at the start?
Probably a little. I come from a family where most people work for themselves.
I wanted to find work I would find satisfying and was motivated by a desire to do things differently, in a new way. Later, when I set up the business, I was energized by the experiences of other people, the people who encourage us, give us recognition and validation. I was selected three times in a row for Paris Fashion Week, a high-end trade show, and for me that meant recognition and confirmation that my efforts were going in the right direction.
How did the first six years with AWA go?
Overall, they were good years spent learning a new set of skills: marketing, commerce, communications and sales, not forgetting the production side of things. The collections have to be updated, so in short, it’s an iterative process of testing and learning. Now, I think I’ve reached another stage, with a more ambitious strategy focusing on internationalisation. I will need to consolidate long-term strategic partnerships with reliable, committed business partners and increase my number of staff, which is set to grow from a small team of two to around ten employees.
What were the main challenges over those six years?
The positive surprises were more common than the pitfalls. The latter are part of an entrepreneur’s daily life. Our role is to find solutions. One of the great pleasures of my new life is meeting people, which is incredibly interesting on a professional and human scale, and building genuine partnerships. One of the keys for me is to surround myself with good people, who help to tackle issues calmly and with confidence.
What advice would you give a young woman planning to start her own business?
I’d tell her to capitalise on what makes her different from other people. Not do something that’s already being done in the target market but develop something truly unique. Also, to surround herself with good people and build strong partnerships, with clear understandings and clear signposts. Surrounding yourself with good people means getting support from mentors, whom you talk to regularly, and with whom you can have constructive, stimulating conversations.
Where will AWA be in five years’ time?
Our brand will be distributed internationally. It will be a fashion accessories brand inspired by the Mediterranean, a combination of the civilisations that built its heritage, with an inspiring, engaged, contemporary, modern aesthetic.
Source: afdb.org
