Ruba Rajab, a mechanical engineer who lost her job during the pandemic, has transformed her passion for sewing and heritage into R Fashion, a successful venture that upcycles traditional Palestinian thobes into contemporary designs. Her story is a powerful example of a growing trend across Palestine, where women are increasingly turning to entrepreneurship to forge economic resilience and preserve cultural identity amidst immense challenges.
This wave of female-led innovation is being supported by key ecosystem enablers like The Palestinian Businesswomen’s Association “Asala,” which provides crucial training, funding, and market access.
By The Numbers: Asala’s Impact
- Training Programs Conducted: ~1,200
- Focus: Empowering women entrepreneurs
- Key Support: Business training, market access, and small grants
From Hardship to Heritage: The R Fashion Story
After losing her job with an international organization, Ruba Rajab pivoted, channeling her skills into a new path. With support from her late father, she bought a sewing machine and began her entrepreneurial journey. Her venture, R Fashion, gives new life to old, embroidered Palestinian garments, transforming them into modern clothes, bags, and pillows. To date, she has produced around 700 unique pieces, driven by a mission to preserve Palestinian heritage and promote environmental sustainability through recycling.
Navigating a Landscape of Constant Crisis
The path for entrepreneurs like Ruba is fraught with difficulties, which have been severely exacerbated by the war and ongoing economic crisis. She points to a multitude of challenges, including intense psychological and social pressures, severe difficulties with exporting, rising global shipping costs, and a sharp decline in the local purchasing power of Palestinian families. Despite these obstacles, her determination remains unshaken. “I will continue to no end, until I reach the global stage,” she stated.
The Rise of Female-Led Ventures
According to Rajaa Rantisi, the Executive Director of Asala, entrepreneurship in Palestine is taking on an increasingly “feminine direction.” She explains that the unique combination of life under occupation and other societal factors has driven many women to create their own economic opportunities, becoming a vital part of the national economy.
Asala acts as a central hub for these entrepreneurs, having conducted some 1,200 training programs on everything from feasibility studies and marketing to crisis management and, more recently, leveraging AI for business growth.
About R Fashion
R Fashion is a Palestinian social enterprise founded by Ruba Rajab. The venture specializes in designing contemporary fashion and home goods by upcycling and repurposing traditional, embroidered Palestinian thobes. Its mission is to preserve cultural heritage while promoting environmental sustainability.
Looking Ahead
While the resilience of individual entrepreneurs and the support of organizations like Asala are crucial, there is a pressing need for broader, policy-level support for entrepreneurship in Palestine. As Rajaa Rantisi notes, with small projects forming the backbone of the national economy, creating policies that encourage new ventures and connect founders to global experiences will be key to building a more prosperous and sustainable future.
Source: Wattan News
