Fulfilment not money the goal for Emirati businesswomen
Study shows young entrepreneurs want to find their identity
ABU DHABI // Emirati businesswomen are motivated by personal fulfilment, independence and a desire for national development rather than wealth or fame, a new study suggests.
The average Emirati female entrepreneur in Abu Dhabi is about 34, which indicates that the “young female generation is taking part in the economic development of the UAE”, the study says.
More than half, 56 per cent, are married and most, 63 per cent, have a degree. The women spent between Dh628,000 and Dh959,000 in start-up capital to launch their businesses, which were mostly in the service or retail sector. They primarily funded the projects themselves, and raised money from family and friends.
Their main goal in starting a business was “to find out their identity, meaning they want to establish their names instead of being known by the name of their spouse or by their family names”, said Dr Fauzia Jabeen, an associate professor at Abu Dhabi University and co- author of the study. “They want to be independent, not only in terms of money, but also in terms of their brand image.” Women’s main motivating factors for starting a business were personal satisfaction, freedom, proving themselves, being their own boss and building a company. Increasing their income was only the sixth most important factor.
The study also found that family support was the most significant contributory factor to the success of their businesses.
The findings resonate with the Emirati artist Azza Al Qubaisi, who launched her jewellery and design shop nearly 10 years ago.
She credits the support of her father for motivating her to get her business up and running.
“From the beginning I had the choice to prove that I could be- come successful,” Mrs Al Qubaisi said.
“My family were happy for me because I was happy with what I was doing, but they were worried that reality would hit me hard.” Her company, ARJMST, named after the initials of her siblings, established her as a major designer and creator of Emirati jewellery, corporate gifts and awards.
As she amassed more clients and won more awards, Mrs Al Qubaisi turned her attention to working as a mentor to the younger generation and promoting arts and crafts through her Made in UAE project.
Earning money is important to her, but it was not her ultimate motivation. “I wanted to be independent and I wanted to be able to continue doing my art, which doesn’t sell easily because it’s unusual and it’s not mainstream art that usually people would buy,” she said.
“So for me I wanted to earn the money to continue doing what I love and not feel the need to really sell my art.
“Money, it’s definitely not the first goal, but money sort of feeds the main goal.”
The study was conducted by researchers at Abu Dhabi University and Qatar University. They surveyed 224 Emirati women who owned businesses in Abu Dhabi. The study is published in the International Journal of Entrepreneurship and Small Business.