• Asma Mokhtari has always believed in the potential of entrepreneurship to empower women but due to the difficulties of it, she took a traditional path.

• She later started working with ASCE, witnessing and learning from trainers till becoming a trainer herself.

• She teaches employees empowering skills to help them better assert their labor rights, including obtaining their craftswomen’s card.

Asma Mokhtari has always believed in the potential of entrepreneurship to empower women but due to the difficulties of it, she took a traditional path.

Asma by Am is a fashion start-up that was established in 2020 by the 31-year-old entrepreneur, Asma Mokhtari. Due to her upbringing, she has always believed in the potential of entrepreneurship to empower women, she said, “I grew up surrounded by seamstresses, including my mum and aunt, and I had always been fascinated by fashion. But I was also painfully aware of the difficulties to make ends meet in this sector, especially in Algeria.” This made Asma decide to follow the traditional path and went ahead to study architecture in Algiers. “Since there are no higher education courses for fashion designers in Algeria, you have to make it on your own and go off the beaten track. I wasn’t ready or even brave enough for that,” she admits.

She later started working with ASCE, witnessing and learning from trainers till becoming a trainer herself.

She started working with the Algerian Centre for Social Entrepreneurship, for whom she organized training sessions on social entrepreneurship. This allowed her to witness and learn from trainers until she became a trainer herself.

ACSE is one of the seven incubators and accelerators supported by the EU-funded SAFIR project as part of its Innovative Entrepreneurship Support Structures (SAEI). Implemented in 9 countries across North Africa and the Middle East, SAFIR aims to back the establishment of a regional ecosystem that favors the development of projects with social, cultural, or environmental impact. “ACSE is a pioneer in social entrepreneurship supporting innovative solutions to social and environmental problems in Algeria,” explains ACSE Director Mériem Benslama, noting that the launch of the first Algerian incubator of social entrepreneurism back in 2018 aimed to enable young social entrepreneurs like Asma to “act positively in favor of their country by giving life to projects with social impact”.

Backed up by the support of the ASCE, Asma felt ready to dive in and enroll in a training program on clothes making. “I already had the idea of ‘’Asma by am’’, but it was still taking shape in my mind. I also wanted to ensure that I wouldn’t end up in a financially unstable situation that wouldn’t allow me to offer decent working conditions to my workers. This is when the idea of children’s fashion came in.”

She spent six months learning how to formulate value proposals, conduct market research, test prototypes with samples of potential customers, and attend finance training. “One should never rush into incubators. I truly believe people should take the time to know which areas they need support for and think everything through. I joined the SAFIR program because I was aware of my shortcomings in financial and management skills,” Asma stresses, adding that she never lost sight of her initial goal, which was to use her skills to help women and make something positive out of it. Without a proper business plan with detailed tables, predictions, and costs, you risk putting your employees at risk and jeopardizing the quality of your brand, the young entrepreneur warns.

She teaches employees empowering skills to help them better assert their labor rights, including obtaining their craftswomen’s card.

 Asma by Am prides itself on creating premium quality children’s clothes with traditional designs. “We want to help our clients consume less, by delivering the longest-lasting, top-quality products,” the fashion designer explains. A reality confirmed by the satisfied customers who share her designs across social media. “The quality is impeccable and the designs very refined,” wrote one mother who ordered a blouse for her kids, adding that “you can feel the love and passion she puts in every stitch.”

She has taught her employees several empowering skills to help them better assert their labor rights, including obtaining their craftswomen’s card which entitles them to retirement, benefits, or even to find a new job. Apart from her employees, she also delivers training to fellow designers and female entrepreneurs, who have also confirmed that she constantly helps and teaches others. 

Aware of the difficult business environment she has to evolve in, Asma remains proactive and hopes that she will ignite the change needed in the way fashion is being produced and consumed.

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