Iman El Wasifi, an Egyptian entrepreneur and founder of Muqbis, has dedicated her journey to empowering women artisans and connecting them to wider markets, and was awarded the Women Entrepreneurs Award under the UfM’s InspireHer Contest in recognition of her impact in supporting women in the handicrafts sector. In this interview, she shares more about her journey, the inspiration behind her work, and her vision for supporting women artisans.

• What inspired you to start your journey, and what impact are you determined to create?

My passion for crafts began in childhood. Although my academic and professional path led me into business and strategic marketing in the tech industry, I never lost my admiration for this creative sector. For years, I worked helping companies grow through strategy and digital transformation, but during the pandemic, I realized I can use that for crafts. The handicrafts sector was severely impacted by the shutdowns, especially small home-based businesses often run by women supporting their families. Many relied on offline fairs and markets, and when everything closed, their income disappeared overnight. I realized there was no dedicated digital platform in the region designed specifically for handicrafts and the unique nature of handmade products. Seeing talented artisans lose their livelihoods became the spark that pushed me to leave corporate life and create Muqbis, a marketplace built to empower artisans and connect their work with customers locally and globally. My mission is to show the world the beauty, authenticity, and sustainability of our handicrafts. Behind every handmade product there is a meaningful human story. Choosing handmade means supporting families, preserving cultural heritage, protecting the environment, and valuing something truly unique.

• How does your work empower you and other women today?

Today, the Muqbis makers’community includes more than 1,500 artisans, around 92% of whom are women. Many of these talented women face barriers such as geographic isolation, limited access to markets, and unfair practices from intermediaries that reduce their income. Through Muqbis, we aim to create a fair ecosystem where artisans can sell their products while we support them with marketing, technology, and logistics, allowing them to focus on what they do best: creating.

For us, selling handicrafts is not just about products, it is about supporting human talent. We encourage artisans during slow periods, celebrate their successes, and help them prepare for seasonal demand so they can grow sustainably. We are also integrating AI tools to improve product discovery and strengthen the connection between artisans and customers, while maintaining a human-centered approach. Beyond the platform, we collaborate with local initiatives to create more opportunities for women artisans through workshops, product development programs, and greater visibility. At the heart of Muqbis is a simple principle: respect and appreciation for human effort.

• What is one piece of advice you would give to young women; something you wish you had heard at 20?

You are not fragile… You are a miracle creator. A woman carries life within her. A miracle that reminds us of the extraordinary strength women hold, seen in their patience, attention to detail, and quiet resilience even in the most challenging moments. Trust that power within you. You will face doubts, failures, and people who may question your abilities. But every experience adds a lesson that helps shape the path forward. Believe in your vision and your inner strength.