Sisters open clothing store in Samawa, helping women shop with comfort

MUTHANNA — Despite societal norms and financial challenges often faced by women starting their own businesses, sisters Kawthar and Haneen successfully opened the first women-led clothing store in Samawa, Muthanna governorate. The new store offers a comfortable shopping experience exclusively for female customers, featuring mainly contemporary styles.

Kawthar Lateef, one of the co-founders, shared with 964media: “Thanks to God, we managed to transition from an online store operating through social media to a fully established shop in a mall. This shift brings us customers from diverse backgrounds and segments of society.”

Kawthar explained that they chose to open the store in a mall rather than a traditional market to avoid potential societal constraints. She noted, “Working here is more comfortable, and the mall management offered us many facilities, including advice on importing unique pieces and a variety of brands from Korea, Turkey, and China.”

The sisters received significant support from Kawthar’s husband, who assisted them in traveling to Baghdad to select suitable styles and merchandise. “This business is a better fit for us than working in a store managed by a man,” she added.

Kawthar highlighted how societal norms often prevent women from freely shopping in stores managed by men, making their women-run shop a more welcoming option. “Here, women can shop comfortably and choose their clothes without hesitation. This has attracted many customers to us.”

She encouraged other women to pursue their entrepreneurial dreams: “I urge every girl to start her own project, even from scratch. Don’t give up despite societal and financial obstacles. Distant dreams can be achieved with belief in your goal.”

Zainab Mohammed, a customer, praised the initiative, saying, “When a store is managed by women, the experience is entirely different. Women understand each other better and can shop without pressure or embarrassment. Unlike male-managed stores, here I feel more comfortable, and I can take my time selecting and trying clothes.”