Startup Story
Rahel Mwitula Williams serves as lead designer of ILAVA, a socially responsible lifestyle brand that uses fashion to empower women and inspire change around the world. Her role within ILAVA has not only reinforced her passion for seeking global change, but it has also led to her ability to impact women and leaders across the globe through various opportunities. To name a few, ILAVA was invited to showcase its latest collection at LA Fashion Week in 2017, and in April 2018, she had an opportunity to represent ILAVA at Northwestern University through a TEDx Talk (Redefining Philanthropy: Faces of Change Makers).
LoA found out more about this growing and impact-driven lifestyle brand from founder Rahel Mwitula Williams this month.
Tell us more about yourself
I was born and raised in Tanzania, East Africa and groomed in Chicago. I migrated to the US with my family when I was 12 years old and I hold my Tanzanian heritage near to her heart. I obtained my Bachelor of Science degree in Psychology from Loyola University and went on to receive my Masters of Science from DePaul University in Chicago. I believe that women entrepreneurs are key to enhancing both women’s and overall community development. I aim to incorporate my culture into fashion and give back to my native country every chance I get. While popular culture may see African attire as a trend, I see it as a lifestyle and believe philanthropy has no social economic class or race. I am also a non-profit development executive currently working for the Evangelical Lutheran Church of America as Director for Global Mission Funding.
What does your company do?
“ILAVA aims to become one of the leading, socially responsible fashion brands in the industry by offering the best quality attire and lifestyle items at a price point that reflects the brand's ability to give back.”
“I believe Tanzania can become a manufacturing hub and produce competitive products.”
Who We Are: ILAVA is a socially responsible lifestyle brand that uses fashion to empower women and inspire change around the world. Currently, ILAVA specializes in four strong products: lifestyle fashion, jewellery, handmade cards, and home decor. ILAVA is devoted to making women feel empowered and celebrated by offering a variety of collections that tell the story of ILAVA women from Tanzania. Through fashion, ILAVA creates community, empowers women, and everyone looks fabulous!
Our Mission: Our mission is to provide African-inspired fashion, accessories, and other lifestyle items to our consumers while celebrating powerful and inspirational women around the world! Every ILAVA purchase supports our partner projects in Tanzania and Kenya and helps to create jobs for women.
Our Vision: ILAVA aims to become one of the leading, socially responsible fashion brands in the industry by offering the best quality attire and lifestyle items at a price point that reflects the brand's ability to give back. More importantly, ILAVA strives to create a culture where women will embrace the uniqueness and versatility African clothes without feeling out of place in mainstream society. By celebrating women, entrepreneurship, education, and success against all odds, ILAVA will continue to grow ahead of the curve and offer unique products to service the ILAVA woman. In addition to this, ILAVA will continue to give back to the country of Tanzania and others global south countries through amazing programs, partnerships, sponsorships, and giveaways!
Our Values: We work diligently to provide exceptional customer service, support our customers, and serve our community through various promotional initiatives.
ILAVA is derived from Nyamwezi, a Tanzanian tribal language which means "It Can Be Done!" Welcome to ILAVA!
What inspired you to start your company?
In December 2009, I had an opportunity to travel to Kenya for three weeks through a study abroad program for my Master of Science degree in International Public Service from DePaul University. When considering why I chose Kenya, I must be honest and say that it was because I knew that it was only 6 hours away from my homeland, Tanzania, and more importantly I would have an opportunity to visit my grandmother.
Never in a million years did I think that I would fall in love with Kenya. I visited several women’s cooperative organizations, but one organization in particular stirred up something inside of me. The Kibera Paper Project (KPP) is an organization that makes greeting cards using recycled materials. Meeting the women of Kibera Paper Project changed my life and confirmed the one thing I had always known, which was that in Africa with hope, determination, and hard work it can be done. I ended my journey filled with both excitement and frustration because I was confused about the next step. While my trip to East Africa ended, my contribution towards the economic development in Africa was just beginning. As an African woman, I understand my responsibility towards it. Early 2010, I began volunteering with KPP helping the organization sell their cards here in the United States. Within months of selling cards to family members and friends, I realized that my involvement needed a strategic plan. As result, the formulation of ILAVA: It Can Be Done! came into existence.
“To have a business that is owned by Tanzanians and to create products in Tanzania is imperative.”
Why should anyone use your service or product?
ILAVA creates a culture where women will embrace the uniqueness and versatility of African clothes without feeling out of place in mainstream society. By celebrating women, entrepreneurship, education, and success against all odds, ILAVA continues to grow ahead of the curve and offer unique products to service the ILAVA woman. In addition to this, ILAVA will to give back to the country of Tanzania and other countries through amazing programs, partnerships, sponsorships, and giveaways!
We give back 15% of our sales to not profit organizations, currently we are in partnership with Msichina Initiative for one girl one project where they provide bikes for rural area girls and empower girls with their comfy period projects.
Tell us a little about your team
Our team is composed of beautiful, robust, and talented women. Currently, we have 12 women and two men who are contracted to work with us. This number changes season after season. Nevertheless, we have a team of 4 permanent employees.
Mwasi Mwitula is the CEO of ILAVA. She was born and raised in Tanzania, East Africa. She migrated to the USA with her family when she was 13 years old and holds her Tanzanian heritage near to her heart. She obtained her Bachelor of Science degree in Education from Roosevelt University in Chicago. Mwasi is a talented Make Up Artist and Natural Hair Expert.
Our Director of Operations Neema Kisasa is an Entrepreneur with training in Water Resources Management, Women Development, and Tailoring. Ms. Kisasa is a mother and wife. She oversees the daily operations of ILAVA in Tanzania.
Our Buyer and Manager is Frida Joseph, a pre-primary school teacher. She has an exceptional eye for selecting perfect fabrics. She has resilience and is a hard worker.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
Growing up, I saw my father take on different business ventures, and my paternal grandmother’s family (her brothers) were excellent business people in the farming sector. Nevertheless, I never considered myself an entrepreneur or fashion designer. I saw myself as a global citizen with a love for fashion and an overwhelming desire to make a positive impact in my home country. These are the things that led me to where I am today. While in graduate school, my professor suggested that perhaps the reason that most African Countries do not develop is that those who leave the continent to study never return to contribute to the economic development, and that most Africans are not philanthropists. These two statements not only hurt my core, but they challenged me to dig deep into this theory or perhaps a myth. Of course, it was a myth, and it was my dream and self-challenge to prove in my graduate school thesis. I did not want to be another researcher, I wanted to be the implementer. Thus, my long walk towards my contribution to my home country’s economic development began!!!
“By celebrating women, entrepreneurship, education, and success against all odds, ILAVA continues to grow ahead of the curve and offer unique products to service the ILAVA woman.”
What are your future plans and aspirations for your company?
ILAVA aims to become one of the leading, socially responsible fashion brands in the industry by offering the best quality attire and lifestyle items at a price-point that reflects the brand's ability to give back. I believe Tanzania can become a manufacturing hub and produce competitive products. To have a business that is owned by Tanzanians and to create products in Tanzania is imperative.
What gives you the most satisfaction being an entrepreneur?
Ability to create and give back!
What's the biggest piece of advice you can give to other women looking to start-up?
Enjoy the journey and every stage serves a purpose. Make sure you have a strong personal board of directors who will help you to grow and challenge you.
Contact or follow ILAVA
WEBSITE | FACEBOOK | INSTAGRAM | EMAIL contactilava@gmail.com
Why LoA loves it….
At Lionesses of Africa, we love those women entrepreneurs who really want to make a difference through their businesses and brands, particularly in the lives of other women on the African continent. Rahel Mwitula Williams is one such entrepreneur, creating not just a great, socially responsible fashion brand that celebrates her home country, but also one that creates jobs for women. Rahel is a great example of an entrepreneur with vision and the experience to make real impact happen. — Melanie Hawken, founder & ceo, Lionesses of Africa