Startup Story
Neema Gerald is the founder and ceo of Penuel's Investment Ltd in Tanzania, a seven-year-old investment firm that provides a variety of services such as event and project management, as well as office equipment supplies. She is the co-founder of LN Extreme Beauty Ltd which has deep experience in the beauty and personal care industry, partnering with companies across the entire value chain to help their clients achieve their strategic goals. Her passion is to empower young ladies to know their identity and to unlock their potential, so as to be proud of themselves and have an impact in their society.
LoA spoke to founder, Neema Gerald, about her entrepreneurial journey, her vision, and her long-term goals.
What does your company do?
Penuel’s Investment Ltd. is a full-service event and project management company, experienced in corporate meetings, conferences, exhibitions, and projects from different fields and industries. We strive to provide excellence through our services and create an environment where our clients can fully rely on us to deliver efficiently and creatively. Some of our clients include the World Bank, the United Nations (UN), and embassies in Tanzania such as the British High Commission and the Ethiopian Embassy. We have also worked with government agencies, including Enterprise Mauritius, local ministries in Tanzania, NGOs, and private sector companies.
“We strive to provide excellence through our services and create an environment where our clients can fully rely on us to deliver efficiently and creatively.”
“I have managed to grow and lead the company from scratch to have a portfolio with a diversity of clients, both local and international organizations.”
What inspired you to start your company?
As the first born in a family of five, I have always wanted to see change in my society and have things be in order. The desire grew with time—to be a problem solver and create employment opportunities for others — until I finally decided to quit my job as a banker at the age of 24 and start on this entrepreneurial journey. I have managed to grow and lead the company from scratch to have a portfolio with a diversity of clients, both local and international organizations.
Why should anyone use your service or product?
Penuel’s Investment Ltd. builds a working partnership relationship with our clients in order to deliver the client’s vision. We analyze a client’s brand-consumer relationship, and from this analysis, we seek to build an immersive brand experience in all events and projects we take on.
Tell us a little about your team
I have a team of five people who have a wide range of skills, from marketing, project management to financial management and creativity. I am honoured to work with such energized young people who are eager to help me build this company.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
I have always wanted to be like my father. I was just 10 years old when he passed on. He was a man of great vision, expanding his trading business internationally. He has inspired me to pursue this journey myself. Prior to starting Penuel's Investments, I ran a beauty salon, sold retail products from my home, and owned a juice bar. As the business grew, I also grew and acquired leadership skills that have kept me in the market. I have managed to recover the company from the aftermath of COVID-19. I work in one of the industries that was most affected by the pandemic, which was my core business. So, I decided to diversify my business, and I opened “Petals of Love," a fresh flower and gift shop. I co-founded LN EXTREME BEAUTY LIMITED in 2022. I believe that resilience is an important virtue in this journey. And I thank God that he has enabled me to reach this far.
“We analyze a client’s brand-consumer relationship, and from this analysis, we seek to build an immersive brand experience in all events and projects we take on.”
What are your future plans and aspirations for your company?
To be a multifaceted global company that will create employment opportunities and alleviate poverty, especially in Africa. I believe Africa can be changed by Africans.
What's the biggest piece of advice you can give to other women looking to start-up?
Just start! There is no perfect time.
Contact or follow Penuel’s Investment Ltd.
WEBSITE | INSTAGRAM | YOUTUBE | EMAIL help@penuelinvestment.co.tz
Why LoA loves it…
To survive and thrive in business it’s essential to have a strong vision combined with a multifaceted strategy and product offering that is resilient and customer centric. Neema Gerald has built just that with her company which not only provides its customers with services that respond to their brand and business needs, but that also creates employment opportunities in line with her mission to help alleviate poverty, especially in Africa. — Melanie Hawken, founder & ceo, Lionesses of Africa