Prior to embarking on her venture into the mitumba business, Esther Muriuki served as a local administrative officer for five years.
She subsequently resigned from her position at the NGO to focus on the clothing industry, which had originally been a secondary pursuit for her.
“I left my job due to a toxic work environment. This prompted me to explore business opportunities. With my keen sense of fashion, I fully committed to the fashion industry, which had started as a side endeavor,” she shared.
Muriuki began her journey with a modest investment of Ksh 1,000, purchasing a selection of tops from Gikomba market.
After selling her initial batch of second-hand clothing, she reinvested the modest profit back into her business.
“I acquired a few tops and sold them from shop to shop, earning a small profit. I reinvested all of it into the business, which allowed it to grow from that moment,” she recounted.
While selling clothes on the streets, she also established social media accounts across various platforms for her enterprise.
She launched her online business, Pewamu Trends, specializing in women’s dresses, tops, sweaters, blazers, trench coats, and shoes.
Muriuki elaborated on her focus on women’s apparel rather than men’s, stating, “Modern women are more fashion-conscious than men and enjoy keeping up with the latest trends to enhance their appearance, which I identified as a niche market worth pursuing.”
Eventually, Muriuki transitioned from street hawking to an entirely online business model, as she began to attract more customers through digital channels than through physical sales.
“Orders started pouring in from my expanding online audience, with clients from both nearby and distant locations. For local customers, particularly those in Nairobi and its surroundings, I serve as the sales and delivery agent, while those further away receive their orders via courier services,” she explained.
She noted that clients who are required to pay for delivery can sometimes be challenging to manage, particularly those who place orders and then cancel at the last moment.
“Some clients can make or break a business. I definitely face difficulties but I’ve learned to be patient with customers but for those who are too much, I politely distance myself,” she said.
