Jenny Nuccio: Winner of the 2024 Great Companies International Women Entrepreneur Award

Name: Jenny Nuccio

Business Name: Imani Collective

Location: Mombasa , Kenya

Establishment (Year): 2011

Category: Social Enterprise and NGO

Profession/ Specialty: Social Enterprise

Website: https://www.imanicollective.com/

Social Media: Linkedin

Company Details

Dr. Jenny Nuccio's brainchild, Imani Collective, is a globally recognized brand built on the principles of quality, originality, and purpose. Driven by a vision to break the cycle of generational poverty in Kenya, Imani Collective was established in 2010 and has since grown to employ over 120 artisans across three locations, serving customers in over 160 countries. Partnering with Crate & Barrel, Magnolia Market, Doterra, and other major retailers, the Collective offers a diverse range of sustainable and ethically produced merchandise, including home décor, SWAG, kids' toys, and more.

Operating as a dual entity encompassing a social enterprise and a non-profit organization, Imani Collective extends beyond mere commerce. Through its associated brands like Imani + Kids, Selah, and Sukwa, the company fosters a culture and community that empowers artisans with long-term job stability, career advancement, and sustainable change. Additionally, they provide fair wages, free childcare, daily meals, paid maternity leave, literacy classes, and other benefits to their employees.

Unique Selling Proposition or Competitive Advantage

Imani + Kids, a subsidiary of the Imani brand, specializes in children's products that seamlessly blend Kenyan tradition with global trends. Each piece, from intricately woven rugs to interactive pillows and empowering wall hangings, is meticulously handcrafted with love and carries the mark of the artisan who created it. This signature touch fosters a direct connection between customers and the stories of local women and their families.

Imani Collective takes a holistic approach to empowering Kenyan communities. Their commitment extends beyond products, providing artisans with living wages, free childcare, and various other benefits. Furthermore, they prioritize sustainability by using natural, toxic-free dyes and locally sourced materials, promoting responsible growth within the region. The brand's mission is to nurture young minds with positivity and purpose through thoughtful designs that fill homes with meaning.

Challenges Faced During the Journey

One of Dr. Nuccio's biggest hurdles involved redefining the narrative surrounding African-made products. While building a thriving community at Imani Collective, she encountered challenges related to the transient nature of fabric availability in Kenya. Traditional reliance on imports made securing consistent supplies difficult, and local vendors often struggled to meet ongoing demand due to rapid discontinuation of fabric designs. Additionally, African-made goods faced negative stereotypes of unreliability, inferior quality, and delayed deliveries. Dr. Nuccio was determined to challenge these misconceptions and showcase the high quality and reliable nature of African craftsmanship.

The turning point came through a collaboration with Nicole, a talented designer skilled in working with local artisans. Their partnership enabled Imani Collective to pioneer custom designs using locally sourced materials, exemplifying the high quality Dr. Nuccio envisioned. This collaboration not only empowered local women but also successfully redefined the Western perspective of African craftsmanship by setting a new standard for excellence.

Advice for Women Entrepreneurs

Dr. Nuccio offers valuable advice for aspiring and current women entrepreneurs. She emphasizes the importance of finding your "why," the core passion that fuels your journey and sustains you through challenges. Understanding this deeper purpose serves as a guiding compass through the ups and downs of entrepreneurship. Aligning your daily actions with your passion creates a ripple effect, where each step, no matter how small, moves you closer to your vision. This passion will not only drive you forward but also inspire others, from team members to customers, to believe in your vision and support your journey.

In her book "Let It Be Wild," Dr. Nuccio shares her entrepreneurial journey, from her early beginnings to her adventures in Peru and eventually finding her calling in Kenya. By sharing her experiences and the strength she drew from her faith, she aims to inspire other women to discover their own profound purpose and harness it to create personal fulfillment and broader impact.