Mama Amal’s Journey: Using Culture in Business to Strengthen Livelihood

The stakes for succeeding in business in South Sudan’s capital rest on resilience, an attribute that is seeing Mama Amal Bol through.

By Jenifer James

The stakes for succeeding in business in South Sudan’s capital rest on resilience, an attribute that is seeing Mama Amal Bol through.

Mama Amal crafts ingenuity with entrepreneurship to open up the deep rooted cultural cohesion between body and soul and displays the final output in art and craft in the commodities she sells in Juba.

She produces perfumed incense and beads that she sells to customers. Beads are used for traditional dances, ceremonies, and as symbols of beauty and status in South Sudan.

“Beads are an important part of our culture,” Mama Amal told The Dawn from her shop in Juba, which has become a hub for people who seek to identify with their culture, especially when there are traditional celebrations.

“I knew the importance of beads in our culture, so I started making them with each design tailored to different tribes and customs,” Mama Amal said.

“They’re worn during weddings, dances, and even funerals. They symbolize everything from beauty to status to personal milestones.”

What began with just three Sudanese dinars, which is equivalent to three South Sudanese pounds, and a handful of herbs soon grew into a booming enterprise that not only supports her family but through it, also empowers women across the country.

Mama Amal Bol’s entrepreneurial journey began in 1997 after she got support from the Sudan Council of Churches back in Sudan, where she first learned to make incense.

At that time, she had little to her name but a deep sense of determination and support for the family.

“I started with just three dinars three,” Mama Amal said. “It wasn’t much, but I knew it was enough to get me started.”

In those early days, she used the small amount of money to buy basic materials for making incense local herbs, resins, and oils that would form the foundation of her fragrant creations.

 “I didn’t have much, but I had the skills, and I knew the value of our traditions. I began by making small batches, offering them to friends and family,” she said. “The response was positive, and that encouraged me to continue.”

Seeing a new opportunity for growth when South Sudan gained independence in 2011, Mama Amal moved to Juba, bringing with her not just the skills of incense-making but a vision for something much larger—an enterprise that could not only sustain her family but also connect South Sudanese people to their cultural roots.

Such businesses like Mama Amal’s falls under the Small and Medium Scale Enterprises and they have been part of the propellers of growth in developing countries like China.

According to a paper that depicts the Small and Medium Scale Enterprises as the heart of China’s development, publishing a lesson for African governments, the Chinese economic growth is not an accident but a well-orchestrated plan meant to transform the country and its business enterprises. It says that at the heart of Chinese economic development is the Small Medium Enterprises (SMEs) sector and that recognizing the central role played by SMEs, the Chinese government integrated SMEs agenda in its national and social development strategic planning leading to development of numerous legislations and policies meant to promote and boost SMEs growth. Currently SME businesses are spread in all major sectors from manufacturing, constructions, agriculture to service industries, it said.

South Sudan can take a leaf from China and with its rich diversity of tribes and customs, has already presented a perfect canvas for Mama Amal to expand her craft.

For her, the goal was never simply financial success—it was also about creating opportunities for others. She started training young women in the art of incense-making and beadwork, empowering them to support their families and become financially independent.

“I believe in helping others grow. Women in South Sudan face many challenges, and through my business, I can help provide them with skills that will last a lifetime,” Mama Amal said. “I’ve trained many women who now run their own businesses or sell their crafts at local markets. That’s the most rewarding part of this journey.”

Her work has become a crucial part of the local economy, not just for the products she creates but for the network of women she has helped support.

Today, Mama Amal has expanded her operations, and her products ranging from incense used in ceremonies to custom-made beads for traditional dances are in high demand.

Her business has also provided jobs for several local artisans, giving them a platform to showcase their work.

For Mama Amal, her business reflects the deep cultural ties she holds with her people. Each incense stick she creates, each bead she molds, tells a story—a story of South Sudan’s diverse heritage, its history, and the resilience of its people. “The incense is about more than fragrance. It’s about connecting to the past, to our ancestors,” she says. “And the beads—each one represents something personal and cultural. They are symbols of who we are as South Sudanese.”

Her commitment to cultural preservation is evident in every part she creates. She takes pride in using local materials, drawing on the traditions of many tribes in South Sudan to produce unique designs.

 “I’ve made beads for almost every major ethnic group in South Sudan,” she says. “For example, the Dinka women wear specific patterns, while the Nuer have their own and Chollo, among others. Each tribe’s designs tell a different story, and I’m honored to help keep these traditions alive.”

As Mama Amal looks back on her humble beginnings, she’s proud of how far she’s come. From three dinars to a thriving business, she has proven that with hard work, determination, and a deep respect for tradition, even the smallest of ventures can grow into something impactful.

“I’m grateful for what I’ve built, but I also look to the future,” she says. “I want to see more women succeed and more businesses like mine creating opportunities for others. South Sudan is a young country, and there is so much potential here.” 

Mama Amal’s vision for the future is not just about expanding her own business but about contributing to the broader growth of the South Sudan artisan economy.

She hopes to eventually see South Sudanese crafts like incense and beadwork reach international markets, bringing both cultural pride and economic opportunity to her country.

For Mama Amal Bol, it is not just about the incense she makes or the beads she crafts; it is about the legacy she is building for future generations.

“I’ve always believed that we have something special here. Our culture, our traditions, our skills these are valuable not just to us but to the world,” she said.

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