Madamazera knits her way to a millionaire

Her journey is a fairy tale of rags to riches story. 47-year-old Therese Madamazera’s journey to success has been characterized by 23 years of hard work, endurance, patience and financial discipline. The proprietor of Susuruka Knitters Ltd is now a renowned professional knitter offering both knitting and hand craft products. Madamazera does not regret taking on a job that was despised by many 20 years ago. She defied all odds including losing her parents at a tender age to become a source of inspiration that many admire today. How she started Like many successful Rwandans Madamazera rose from a humble and peasantry background to pursue her dream of becoming a professional accountant. My life expectation was to become an accountant, earn myself a white collar job in one of the big banks or government ministries. However, all was never a bed of roses for the mother of 2; she for example had to drop out of school after losing her parents at the age of 15. It was one of those hard moments for me, because I had just joined senior two looking forward to a bright future. Losing my parents at that crucial time a blow to my dream dreams, Madamazera narrates her ordeal. She dropped out of school in order to make ends meet. Desperate and frustrated with life, Madamazera approached a good Samaritan who then accepted to foot her school fees for as long she joined a vocational school. The condition was that I take on a short course in typewriting to qualify as a secretary to someone. Worst still when Madamazera finished her typewriting course in 1987, no one was willing to give her a secretarial job like she hopped. “This frustrated me further, until I decided to go to a friend who was doing Knitting business in Gikondo a Kigali suburb, that is how I joined this business,” notes the MD Susuruka Knitters. After acquiring knitting skills, she was hired on retainer for only one year earning about Rwf25000 per month. She says though the money was little, her objective was to get experience, expertise and capital to start her own business. Madamazera Chats with a customer during the ‘Made In Rwanda’ Expo last week. And indeed after one year, the mother of two moved to open up her own Knitting store in Kacyiru, a Kigali suburb. “Yes I had made some little saving of about Rwf100, 000 but that did not stop me from moving on.” Madamazera started with one knitting machine, went knocking door to door selling her products which ranged from children sweaters, baby clothes and school uniform. Disaster strikes However, when things were starting to take shape, in 1994 her life took a u-turn. The 1994 genocide against Tutsi put a stop to Madamazera’s efforts to build a successful knitting business.She lost everything and was forced to seek sanctuary in the neighbouring Uganda. Madamazera describes the period between 1994 and 1997 as the most disastrous and unbearable in her life. However, upon her return in 1997, she went back into knitting business. “I again teamed up with my old friend, worked for two years before starting my own business. Adding that as people settled in so was the need for more knitting services something I took as a business opportunity to expand my services. Meanwhile, she embarked on a campaign targeting different schools, companies and associations to seek for that window of business opportunity. Madamazera, says few schools believed in her services while others doubted her capacity to supply adding that her breakthrough came with alot of marketing, patience and trust. Secret to success Madamazera says her trick to success was focusing more on quality and delivering on time. “It was very critical that I deliver quality service and products on time to earn customers trust,” she notes. Madamazera sells to both local and regional markets. More support Madamazera recounts and appreciates the support she always got from Rwanda’s Ministry of Trade and Industry, Rwanda Development Board and Glodman sachs. They always took us on business trips and exhibitions where I got more skills to grow this business. Challenges Madamazera says knitting is a highly competitive business that requires a lot in terms of machinery, skills, time and innovation. “Therefore being able to strike a balance and achieve success in all areas does not come easy and it is one of those things that keeps me awake almost every night, to be able to bring to the market new styles and brands,” says the experienced knitter. According to Madamazera, market penetration remains yet another challenge not only for business but the industry at large. “The business environment in Rwanda is still young and growing, which makes it a beat difficult to compete with those in the region who have been there for the last 50 years. There is therefore need for government to continue supporting its small and medium enterprise to become more competitive. Achievements Despite the challenges, Madamazera has enjoyed her fare share of the knitting cake and now commands a lead in the industry. The business has helped her educate her children up to University. “It is this business which began with only one machine that has given me daily bread for the last 23 years, providing us with decent shelter and education,” says Madamazera. Madamazera displays her products during the ‘Made In Rwanda’ Expo last week. (All photos by Teddy Kamanzi) Going back to school The former typist refused to give up on her dream of becoming an accountant, and in 2006 Madamazera enrolled for a diploma course in accounting at the School of Finance and Banking (SFB). She has since expanded what started as a small knitting shop with Rwf100, 000 to more than Rwf20million business entity employing more than 20 Rwandans. Exporting Madamazera says she has been able to leverage on the different trade exhibitions in the region to establish connections and partnerships resulting into market for her products across the region and calls on government to help bring together all knitters under one association to help streamline the sector. On low consumption of made in Rwandan products,Madamazera says Rwandans must develop a culture of consuming locally produced products to develop the economy. We have to address the idea that our products are of quality compared to what we import; it important for customers to understand that creating market for our products will enhance competition and quality. “What is surprising however is that what is deemed as poor quality locally is making its value in global markets when exported meaning it’s not the quality issue but rather perception that we have to change,” Madamazera advises. Future plans and advice to fellow women The former typist plans to establish a textile industry and export her products to European and Asian markets. She advises women to leverage on the conducive business environment and various government initiatives to become active players in developing the economy. editorial@newtimes.co.rw

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Madamazera knits her way to a millionaire