Saudi women’s social enterprise protects Syrian refugees from hunger, thirst and loneliness

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Jonnah store sells minimal wear made by women and men at Al-Azraq Refugee Camp, and designed by fashion designers from Saudi Arabia. (Photos/Supplied)
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Updated 19 November 2018
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Saudi women’s social enterprise protects Syrian refugees from hunger, thirst and loneliness

  • “Jonnah” in Arabic means the shield. According to Al-Bassam, their store’s name is borrowed from a Hadith by the Prophet Muhammad (peace be upon him) in which he said “Fasting is a shield”
  • Joined in compassion for the refugees, Al-Bassam and Aburas co-founded the Jonnah store

JEDDAH: “As you return home, to your home, think of others, do not forget the people of the camps,” said Mahmoud Darwish in one of his most well-known poems, “Think of Others.” Darwish was regarded as the Palestinian national poet and lived between 1941 and 2008.
Fatimah Al-Bassam, 26 (@FatimaAlBassam) and Nouf Aburas, 28 (@Noufaburas) are two young Saudi women who were on a voluntary trip to Al-Azraq camp for Syrian refugees in Jordan when they decided to start a social business to offer a sustainable solution to help the refugees.
“The idea began in October 2017. We were in the camp on a trip organized by volunteering group and Care International,” Al-Bassam told Arab News.
It all began with a question. “The group’s guide from the camp asked us about the most significant problem the people suffered from at the camp. The volunteers gave several answers like hunger, poverty, lack of health care, but the true answer actually was idleness,” she added.
Al-Bassam said the refugees have been living in this situation for years. Their minimum needs, such as shelter, clothes, and food are usually met by relief organizations, but they have nothing to do but wait in their caravans or tents for time to pass.
The refugees are full of energy and enthusiasm but the opportunities are not there. “During the visit, I met a lady who told me that she graduated from a sewing course and has a certificate. She wants to practice her skill but she has nothing to do,” Al-Bassam said.
“I was thinking, they have people who are good at sewing. They have sewing factories, but they do not have the opportunities to work, and that’s what they need, a sustainable solution.”
Al-Bassam and Aburas joined in compassion for the refugees and co-founded the social development enterprise Jonnah store.
In addition to her full-time job, Al-Bassam is a member of a volunteering group that organizes trips, many of which focus on the refugee crisis. Aburas already has experience in a social enterprise to support women in Saudi Arabia.
They collaborated with Care International in Jordan (@CAREJor), one of the main humanitarian agencies in the camp.
Jonnah store (@jonnahstore) creates the right conditions to motivate the Syrian refugees to play an active role in alleviating the suffering of their society members, overcoming economic, social and cultural challenges, and enabling them to meet their primary needs of security, shelter, food, health and education.
This happens by giving refugees the opportunity to practice their skills. It is a store that sells minimal wear made by people at the camp and designed by fashion designers from Saudi Arabia.
“Jonnah” in Arabic means the shield. According to Al-Bassam, their store’s name is borrowed from a Hadith by the Prophet Muhammad (peace be upon him) in which he said “Fasting is a shield,” because it shields the believer from himself, from his wrongdoings, and from behaving foolishly and impudently.
“We want the Jonnah project to be the tool by which refugees protect themselves from hunger, thirst, and loneliness through the money they are making and the community that is being built,” said Al-Bassam.
“I have a social business in Saudi Arabia. I am interested in social issues, and poverty in particular,” Aburas told Arab News.
She is the founder of Kurt (@kurtstore), a social enterprise she founded in 2013 which supports local, disadvantaged women and teaches them tailoring so they can produce abayas as a sustainable means to fight poverty.
“We did not want to go back home without doing anything. When we returned to Saudi Arabia we recognized that I had experience in a sewing and clothing business and Fatimah had experience in volunteering work and she had the contacts, so we founded Jonnah.”
Al-Bassam and Aburas went to the camp in Jordan again in December 2017 to start the business.
They started with six refugees working in the factory, and the number later increased to eight. And they are willing to increase the number of benefitting refugees as they grow their business.
It took them three months to produce the first collection. They faced some obstacles at the beginning, one being communication with the organization at the camp, which has many other priorities.
“It’s hard sometimes, because they are a relief organization. They are not business oriented, so sending and receiving emails back takes some time,” said Al-Bassam.
Moreover, achieving the desired product quality does not happen immediately. Aburas said that raising a social enterprise has the same challenges as any other enterprise: Following regulations in the country, keeping a consistent production line, and maintaining quality. All of that needs continuous effort and faces some obstacles.
“You want a bigger impact, but to make the impact you have to go through everything,” she said.
However, there is an important difference between a social business and any other business.
“You make more profit, not in order to make more money, but you make more profit to help more people so you have a bigger impact. More money is just the tool,” Aburas said.
Sometimes people do not understand the concept of how social enterprises work. They may think that the refugee or the beneficiary receives 100 percent of the money they pay, but that is not how the business works. Everything has a cost and the company needs the money to keep going and benefit more people.
Jonnah Store goods are sold through Instagram, and they also participate in exhibitions. Al-Bassam and Aburas aspire to expand their project to reach more customers. They hope to launch their website, hire more refugees, collaborate with more designers, and cooperate with more companies in Saudi Arabia and in the world.
Jonnah sells female clothing in the meantime. In addition to Jonnah’s line of designs, it has expanded its business plan; Jonnah can be the interface between the designers and the factory at the camp.
“We would tell them: You are going to produce your collection anyway. Give us a sample and the material, and we will have your collection produced in Al-Azraq camp,” Aburas said.
“What really distinguishes Jonnah is that it has occupied refugees’ time and improved their social life as well. They gather in the factory every day from 8 a.m. to 3 p.m., learn new things and get to know their neighbors. They feel that they have a goal in their lives,” Al-Bassam said.
“I remember when we came back to the camp the second time, I found some volunteers wearing the clothes they worked on. They actually bought them from Jonnah.”
One of the seamstresses told them: “I have never been so proud of myself as I am now.”
Another one said: “Since I was in Syria I dreamed of sewing clothes for others. Now I see people wearing the clothes I made. I feel that my dream is coming true.”
For Al-Bassam, the issue is not only about having a sustainable income, but also about their psychology, in how what they do is reflected on their self-confidence and sense of hope.
“You only need to be human to have empathy and compassion for the refugees,” she said.
“When we went to the seamstresses and tailors, we thought we were going to help them, but we found that we were the ones who drew strength and energy from them,” said Aburas.
Moreover, Jonnah received good feedback from custumers. “We had custumers who bought the clothes because they liked them, and we had those who bought from us as an act of compassion and benevolence. For example, some men would buy from us for their sisters and mothers,” she said.
Syria is the biggest humanitarian and refugee crisis of our time, a continuing cause of suffering for millions which should be garnering a groundswell of support around the world, said Filippo Grandi, the UN High Commissioner for Refugees.
The Syria crisis has accelerated more dramatically than any crisis on earth. Syrians continue to be the largest forcibly displaced population in the world, exceeding Afghanistan and Somalia by millions of people.
More than half of the prewar population has been internally displaced or forced to seek safety in neighboring countries. That’s more than 12 million people, including some 6.3 million people who have escaped across the borders.
According to the latest factsheet published in October by the refugee agency UNHCR, the Blue Camp (Azraq) in Jordan is home to 40,712 Syrian refugees, nearly 22 percent of whom are under five years old.
Opened on April 30, 2014, the camp stretches in a 14.7 square-kilometer area; 75 km away from Saudi Arabia’s national borders, and 90 km away from Syria.
The camp is managed in co-coordination with the Syrian Refugee Affairs Directorate and UNHCR.
Al-Bassam said that the refugee crisis is a combination of more than one problem. People in the camps not only lack basic needs of shelter and food, they have also lost their homes and experienced horrific events.
“I believe governments are not doing enough, and we as individuals are not doing enough. We can do a lot more. I always wanted to do something for them,” she said.
“As Jonnah, we go to the camp by ourselves to receive the goods, we meet with the staff and listen to their suggestions and complaints, and we pay them by ourselves,” she added.
“We do not want it to be just a business. Direct communication makes them feel our appreciation and attention, and that in itself makes us want to keep going.”
Mahmoud Darwish ended his poem with the following line: “As you think of others far away, think of yourself, say: ‘If only I were a candle in the dark’.”


Saudi Arabia plans to create 561,000 jobs under new digital employment initiative

Updated 33 min 10 sec ago
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Saudi Arabia plans to create 561,000 jobs under new digital employment initiative

  • Qiwa program aims to achieve the Vision 2030 goal of reducing unemployment rate to 7 percent

RIYADH: Saudi Arabia has revealed ambitious plans to create more than 561,000 private-sector jobs by 2023 as part of a new digital era for the Kingdom’s labor market.

Minister of Labor and Social Development Ahmad Al-Rajhi made the announcement at the launch of the Qiwa online platform, which aims to combine all the country’s employment services under one electronic roof.

Through digitalization, the Ministry of Labor and Social Development hopes to not only boost job opportunities for Saudi men and women, but also improve workplace efficiency and productivity, and attract international investment.

Al-Rajhi said: “The ministry has entered into partnerships and agreements to settle more than 561,000 job opportunities in the private sector until 2023,” and the minister added that 45,000 Saudis had entered the labor market in the last three months.

The new labor force platform will consolidate employment-related e-services already offered to job seekers, employees and employers and plans are in the pipeline to plug a further 71 services into the system.

The Qiwa program aims to provide Saudi government officials with a data mine of statistical information to tackle business challenges facing employers and employees, help create new job opportunities, and achieve the Vision 2030 goal of reducing the country’s unemployment rate to 7 percent. Another key objective is to strategically enhance the Kingdom’s business environment to make it more attractive to local and international investors.

A ministry statement issued to Arab News, said: “The Qiwa platform will have an impact on motivating investors. It will also re-engineer policies and procedures for all services provided to individuals and enterprises on a strong platform that will make a quantum leap in the business world and turn the Saudi market into an attractive market for opportunities and potential for competencies.

“The services are provided in both Arabic and English in order to enable foreign investors to benefit from the services of a strong platform,” the statement added.

The e-services include programs to encourage Saudis to access jobs in their locality by improving the workplace environment and making it more appealing to men and women.

The Kingdom’s public sector is quickly adapting to international standards and labor market demands by digitalizing services, while the ministry is using the latest business management methods to help public organizations increase the competency and productivity of workers while creating a competitive labor market that can partner with the private sector.