Breaking Barriers in Upper Egypt: The story of Asmaa who became a trailblazing saleswoman in her village
In the small village of Naghamees lives 33-year-old Asmaa Wahballah — an entrepreneur whose ambition and determination are shaping the fabric of her community.
In the face of societal norms in Upper Egypt where women do not typically own business or work in public-facing roles, Asmaa’s journey is an inspiring testament to resilience and the transformative power of entrepreneurship.
Asmaa blazed her trail against the backdrop of a local culture where market vendors are all men.
This dynamic is challenging for women who had to rely on male family members to do their shopping. This created a guessing game for the men and meant that women often ended up with the wrong sizes, things they did not need, and items that were not fit for purpose. Dreaming of a shop where women could serve women, Asmaa was unsure about how to proceed.
In 2012, USAID’s Nedar Nesharek project came to Asmaa’s village at just the right time. USAID offered training on starting and managing a business, providing Asmaa and 15 of her peers with the tools they needed to turn their dreams into reality.
With USAID training, Asmaa conducted market research and engaged with prospective shoppers. Armed with a clear vision and her newfound business acumen, Asmaa decided to open her own shop. Braving the bustle of Cairo for 10 days, she handpicked quality clothes at the best prices.
Her shop started with a simple, powerful idea — women selling clothes to women, an idea that immediately resonated with the women in Naghamees.
In a narrow street, Asmaa stood up her first shop, named Jana after her firstborn child. It sold women’s undergarments and pajamas, and offered a safe haven where women could openly express their preferences and needs.
The ability to try on garments before purchase added an empowering dimension to their shopping, granting them newfound independence and a chance to choose items that not only fit well but also aligned with their personal style.
Jana's shop symbolized empowerment and community, revolutionizing the shopping experience for women in her community.
Impressed by her flourishing business, Asmaa’s husband Mahmoud returned home from work in Saudi Arabia in 2014 to invest his time and energy in the shop. The two of them expanded into a bigger shop and added new product lines including children's clothes and home decor. They grew together from small beginnings into what is now known as the Jana Shopping Center.
During the COVID-19 pandemic, Asmaa’s business, like so many others, faced significant challenges: customers who used to buy multiple items now limited their purchases due to economic uncertainty. A “COVID curfew” disrupted shopping routines and women could no longer go out after sunset.
To adapt, Asmaa created a WhatsApp group showcasing new offerings and catalogs. She began taking orders and arranging deliveries online. As conditions improved, the shop returned to normalcy and grew its online business as well!
In recognition of Asmaa’s transformative role empowering women in her community there is a new crop of baby girls named "Jana" running around Naghamees in honor of the shop's name.
Asmaa's story doesn't end with the incredible success of her business.
She is building on her positive experience and sharing the skills she gained from USAID Nedar Nesharek by working with USAID's Literate Village project and leading adult literacy classes.
Mahmoud is still backing Asmaa every step of the way and is proud of her abilities and ambition. Asmaa, standing tall in her thriving store, says: “This project gave us life.”
Their shared ambition and skills will allow them to continue to thrive and prosper in their business endeavors. With pride in his voice, Mahmoud says to Asmaa: “Who knows where your ambitions will take us?”
