Rasha Lofty

Afnan, which Lofty founded in 2007, helps promote traditional handicrafts made by artisans in different Egyptian governorates, thereby helping them make business and generate income. Lotfy’s job has her regularly traveling to different governorates in Egypt, from Siwa in the east to Akhmim in Upper Egypt, meeting with traditional artisans and learning firsthand the skills of their crafts, many of which are on the verge of disappearing. “It was difficult at first because I needed to build rapport with these artisans, and the fact that I’m a woman sometimes made people skeptical,” Lotfy said, explaining the challenges she faced.

At Afnan, Lotfy also manufactures new product lines combining modernity with traditional art emblems, such as Bedouin and Siwan motifs, to sell them in the local and international market.This includes everything from handbags, conference bags and precious stones to cotton scarves, cushions, book covers and home accessories. “In the products that we manufacture at Afnan, we usually maintain the traditional design, colors, motifs and embroidery, which is a way of preserving our country’s history and heritage,” said Lotfy, a mother of two.

At the beginning of the project, Lotfy was understaffed and operated on a low budget. However, after joining the Goldman Sachs 10,000 Women Entrepreneurship and Leadership (WEL) program at AUC in 2010, things changed for her. “My financial problems aren’t solved, but I learned to think in a systematic and analytical way,” she said. “I now have a well-structured business plan with clearly defined goals. I am able to negotiate, market and promote my work in a more effective manner. Business problems don’t end, and that doesn’t mean I have to close down my project. There are always alternatives; I just have to think outside the box. That’s one of the most important things I’ve learned from the WEL program ––creative management skills.”

Another major benefit for Lotfy was being able to network with industry professionals. “Listening to other people’s experiences and learning from them is a huge asset,” she said.

Lotfy’s plan for the future is to establish a big factory to replace the small one she currently has, and to develop a brand name and logo for her products. “With the organizational skills I’ve gained, I know I can get there,” she said.