Blossoming Resilience:
How AWEC Empowered Rosemary Kimunya's Entrepreneurial Journey and the Growth of the Kenya Flower Festival
Rosemary Kimunya’s into the business of flowers wasn't your typical trajectory. The Cohort 5 alumna exemplifies resilience, adaptability, and the indomitable human spirit in her entrepreneurial journey. With a background in marketing and events, she had a knack for planning and organizing. Five years into a tenure at the publishing firm Oxford University Press, the unexpected happened. Due to industry changes, Rosemary’s position was made redundant, a tough pill to swallow for someone who had given her all at work. Rather than succumbing to disappointment, she channeled her optimism and viewed the departure as a redirection.
“When I decided to chase after this unconventional dream, I faced a lot of doubt from my friends and family. Very few people believed in what I wanted to create. But you know what? Those people's beliefs fueled my determination even more.”
Amidst uncertainties, she drew inspiration that her idea, if not deemed a bit crazy, might not give enough motivation to pursue it. "
"What truly resonated was the irony of the scenario – importing artificial flowers, conversing about sustainability, all the while our own freshly cultivated flowers from Kenya were journeying worldwide," she mused.
Despite a scant budget and the upheaval caused by COVID-19, Rosemary persevered. The encouragement of the flower community and flower growers fueled her mission. It wasn't just about her anymore; it was about the brand and the community she was building.
“Once you embark on a venture, it transcends personal ownership and becomes a shared endeavor involving stakeholders.”
Cultivating Change: The Kenya Flower Festival
A pivotal facet of Rosemary's journey lies in her role in reshaping the flower industry's perception in Kenya and Africa at large.
“Despite being a global flower exporter, the culture of giving and receiving flowers is not [yet] deeply ingrained in Kenya or even in Africa as a whole, as it's still considered somewhat of a Western concept.”
Rosemary identified the need for a mindset shift. She used the Kenya Flower Festival as a platform for transformation to rebrand flowers in African culture. The festival serves as a catalyst for reframing the industry's narrative by connecting florists from diverse nations and fostering networking opportunities with flower growers. Moreover, it emphasizes sustainability, bridging the gap between environmentally conscious practices and the allure of freshly cultivated flowers.
How AWEC helped cultivate Rosemary Kimunya's entrepreneurial Eden
As a young entrepreneur, Rosemary yearned for a leadership course and a desire to bolster her business acumen.
“Despite having media coverage, strong partners, and a positive brand image, my business wasn't generating significant profit. The AWEC opportunity I came across felt like a perfect fit for me.”
This achievement, however, entailed balancing business and employment.
“The first AWEC assignment on time management was transformative. It allowed me to approach using my time differently, and I now plan my year with a new perspective. This experience was a significant turning point for me.”
Elements of the program, such as the budgeting and communication modules, proved impactful. Even in digital marketing, an area she thought she was an expert in, she acquired new techniques, such as search engine optimization which bore fruit both in her business and her 9-5 job.
“Overall, every assignment, test, and course module contributed to shaping my business approach. It was a comprehensive learning experience that exceeded my expectations, and I am grateful for its transformative impact on my business journey.”
Blooming Towards the Future
Looking ahead, Rosemary remains steadfast in her mission to nurture a culture of sustainability and flower appreciation in Africa. The upcoming third edition of the Kenya Flower Festival’s theme is "Blooming Sustainably.” As Rosemary continues to cultivate connections, instill confidence, and spearhead positive transformation, her journey epitomizes the spirit of entrepreneurship. It’s a journey that not only shapes individual lives but also resonates through entire communities and industries.
Through a partnership with Kenya Airways and the availability of discounted international travel for the upcoming 3rd edition in October, Rosemary aspires to realize her dream of "Connecting Africa through Flowers."
For more information about the Kenya Flower Festival and Rosemary's journey, visit https://www.kenyaflowerfestival.com/ and the Instagram page. This festival stands as a remarkable testament to the potential that blossoms when passion, innovation, and community intertwine.
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