Yamina Ferchichi’s love for art and decoration began very early, but it was at the Higher Institute of Fine Arts in Tunis that she discovered her passion by choosing to specialize in weaving.
She is one of those young people who is aware of the importance of the historical and cultural heritage of her region and is determined to add value to this heritage by introducing modern design and technology.
During her studies she decided to start her own business and to launch her project, FRACTAL DESIGN, which manufactures art and decoration objects.
In 2011, with the troubles of the revolution, she decided to not to finish her masters degree and to return to her home town of Kef where she continued her training and earned a living as a teacher of visual arts in a private high school and as the animator of drawing clubs for children.
In 2014, Yamina was invited to a training course by the business incubator in Kef to raise awareness of entrepreneurship opportunities. This is where she was selected to benefit from the Mashrou3i program organized in the region by UNIDO with the support of its partners, USAID, the Italian Development Cooperation and the HP Foundation.
“The HP LIFE face-to-face workshop really inspired me,” said Yamina. “There I met a community of aspiring entrepreneurs determined and motivated like me to launch their projects. We were required to work hard and I learned a lot from the trainers and the other training participants. I particularly liked the modules on marketing – especially learning about the differences between direct and indirect sales and developing a business model. I also gained further support through the Mashrou3i programme in 2015,” adds Yamina.
“I was selected to participate in the business coaching where I realized my business plan, which helped me gain funding to establish my project.”
With her rapid mastery of the design and the digital manufacture of MDF wood, Yamina has already gained two types of clients in Kef: B2C direct sales of products to customers and B2B subcontracting services to Kef carpenters.
Her main aim now is to develop direct sales in a show room in Kef, interior design stores in Tunis and online. In a year she hopes her business will achieve the financial stability to increase her current number of employees from two to six people.