In Makola, Accra, meet Justine, a determined trader and proud grandmother who runs her business with energy and purpose. Every day, she works hard to grow her activity and serve her community. Her journey reflects the role of microfinance for women supported by international microfinance institutions in strengthening small businesses and livelihoods.

“I’m Justine and I’m a trader. The name of my shop is God Bless. I started a business 13 to 14 years ago now. I’m very free with the customers. I give them the chance to ask me questions about the products, how they will use it, what they can use at the time, so they are comfortable coming to me.

This is a big market. You have to put a lot of money and the profit of the soap is very little. At times, here, it gets flooded. The front of my shop gets flooded so the customers don’t come. As a single woman, as a single mother, it’s very very difficult.

I met Advans through a friend. She talked to me about Advans and I said, okay, if they are ready to assist me, then we go there. I’ve started the process and by two weeks later, they had gaven me the loan. Without Advans, I don’t know where I would be, seriously. Maybe I would have closed the shop and now be in the house.

This business, to be honest with you, has made a great impact on my grandson’s life. As the mother was a student before she gave birth, through this business, I’ve taken the boy, taking care of him, doing everything for him. I mean, doing everything a grandmother can do. I am proud of myself because I’m a very hardworking woman.”

Discover the story of Vicentia in Ghana, a determined trader and designer of fashion accessories.