The Philosophy behind 

Our platform is premised on two fundamental philosophies, namely, UBUNTU and the Shine Theory. Roughly translated, UBUNTU conveys the message, “I am because we are” and promotes the idea of humanity towards others. The Shine Theory, on the other hand, is a practice of mutual investment in each other. It suggests that if one helps someone be their best self, they will give their help in return. 

Shine Theory is Intentional. It is Accountable. It is Personal. The proponents Aminatou Sow & Ann Friedman of Shine Theory believe that “I don’t shine if you don’t shine.” 

Consequently, all the women-owned businesses listed on our platform is hosted at no cost and do not pay any subscription fees (Intentional). In the spirt of the Shine Theory, we encourage our women-owned businesses to be Accountable. Once they have secured business opportunities from this platform they can contribute a self-determined donation to the sustainability of this platform so that other women-owned businesses can in turn generate business. It is a Personal choice to help someone else become their best self!

At the same time, organisations who make use of do not pay any fees to access the women-owned businesses. These organisations are also encouraged to donate to the platform, to ensure its sustainability and promote the idea of humanity towards others.

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