Tafaseel: Stitching dreams and driving change in Libya's fashion industry
In a bustling corner of Benghazi, Marwa Al-Wadawi, a spirited entrepreneur and mother of two, is crafting more than just beautiful clothing—she is sowing the seeds of a thriving local fashion brand. Tafaseel, which translates to “details” in Arabic, embodies not only the intricate craftsmanship of high-quality children’s garments but also a vision for a more sustainable and economically independent Libya.
Marwa’s journey began in a deeply personal moment. After the birth of her eldest child, Amori, she faced the challenges of being a new mother and the limitations of available resources. “When I had just given birth to my oldest child, I began shopping for his things,” she recalls. “I found a crib’s bedding, but honestly, I couldn’t afford it. Then, I thought, ‘Why don’t I learn sewing and do it myself?'”
With steadfast determination, Marwa officially launched Tafaseel in 2020 focusing on crafting high-quality, non-toxic clothing for children from infancy to pre-teen. “I see Tafaseel as a local brand for children’s clothing, which we truly lack in Libya,” she emphasises.
However, the path has been anything but easy. Libya’s economy, heavily reliant on oil and gas, has left many young entrepreneurs like Marwa in a precarious position. The protracted conflict and bureaucratic hurdles often stifle private sector growth and limit access to essential resources.
Despite the obstacles, she found a lifeline in the Asarya Business Incubator, part of the EU-funded Libya Startup programme which provided crucial support and a sense of community among fellow entrepreneurs. Encouraged by a friend, she decided to join the incubator. Among 380 applicants, Tafaseel was fortunate to be one of the 21 selected for the incubation programme. It not only offered capacity-building training but also access to financial resources and networking opportunities with key stakeholders. “The training exceeded my expectations,” she shares. “I felt like I was gaining new tools and knowledge that would enable me to improve my startup in ways I hadn’t anticipated.”
After six months of intensive incubation, Tafaseel ultimately secured third place in a competition that awarded the enterprise seed funding of 15,000 euros. Marwa sees this funding as transformative. “We will have an office, create job opportunities, have better equipment, and increase production lines. There are children who need Tafaseel, and I won’t let them down,” she declares.
In her small yet vibrant workshop, the impact of Tafaseel is multifaceted —not just for her dreams, but also for her team. Asmaa Al-Maki, one of Tafaseel’s seamstresses, emphasizes the significance of her job: “This has become a way to earn a living for me. My mother is on social welfare, and I have three children; it’s a strongly-needed source of income.” Meanwhile, employee Mastoura Al-Wadawi appreciates the nurturing work environment Marwa creates: “The work environment in Tafaseel is smooth and comfortable. There’s nothing obstructing our work.”
Marwa is committed to expanding her operations while maintaining the quality and affordability that define Tafaseel. With plans to hire more staff and increase brand awareness, she remains hopeful for the future. “It will help us reach a wider audience and increase sales. The support we’ve received has bolstered our confidence to grow,” she explains.