In 2016, if someone had told Magdalene Gitonga that she would be running a fashion empire and employing staff, she would not have believed it. Today, Magdalene, aged 31, stands as a testament to the power of capacity building and accessible funding. 

Armed with a Bachelor’s degree in Mass Communication, Magdalene struggled to find stable employment. The few jobs she secured were either frustrating or ended abruptly. “Starting my business was not easy,” she recalls. “My biggest challenge was capital. I relied on chama loans to get started. I would take orders first, then ship the items — basically drop shipping. I also shared a space with four other people. When items weren’t in stock, I’d lose many sales.”

In 2019, she launched Magde Ladies Wear, specializing in handbags and shoes. However, like many other businesses, hers was hit hard by the COVID-19 pandemic, forcing her to temporarily close shop.  “Before COVID, we could sell up to 50 pairs a week. During and after the pandemic, that dropped to 10 or 20,” she explains.
After the pandemic, she was able to pick up the little pieces and run her business. The sales had, however, dropped from around 50pairs sales per week to around 10 sales. In trying to get her footing, Magdalene introduced a clothing line — a move that proved successful. “To my surprise, it picked up really well. I’m my business’s first client. I sell what I know I would wear. I model my own products. I also got my own space, created a website, and launched a social media page.”

Despite these strides, capital remained a constant challenge. Then came the Jiinue Growth Program (JGP) at just the right time. In 2024, the country witnessed several demonstrations, which meant the shop had to remain closed most of the time. Magdalene learned about the program through a friend. She applied and participated in the pre-lending training, which she describes as “eye-opening.”
“As entrepreneurs, we often forget to pay ourselves. I learned the importance of separating business finances from personal use and the value of remunerating myself. I also discovered that my business was lacking critical things like proper bookkeeping,” she says. Magdalene also appreciated the lessons on debt management — a key area she needed to work on. “I needed to reduce my liabilities and find ways to turn my debt into profit.”

Magdalene received financing through the JGP, which she describes as both affordable and well-supported. With the loan, she revived her handbags and shoes line, secured a larger business space, and expanded her clothing stock. She has since hired two more young staff to support accounting and marketing functions.
Looking ahead, Magde Ladies Wear aims to open branches in Eldoret and Meru, to serve customers who prefer in-person purchases.

Reflecting on her journey, Magdalene highlights patience as a key ingredient for success. “Growth takes time,” she says. “You have to keep learning and build a strong team to support your vision.” Today, her business employs five full-time staff and one casual worker, all aged between 30 and 35 years — a true story of persistence, learning, and empowerment.