Rahel Mwitula Williams, a Tanzanian entrepreneur building a socially responsible lifestyle brand to empower women — Lionesses of Africa

Who We Are: ILAVA is a socially responsible lifestyle brand that uses fashion to empower women and inspire change around the world. Currently, ILAVA specializes in four strong products: lifestyle fashion, jewellery, handmade cards, and home decor. ILAVA is devoted to making women feel empowered and celebrated by offering a variety of collections that tell the story of ILAVA women from Tanzania. Through fashion, ILAVA creates community, empowers women, and everyone looks fabulous!

Our Mission: Our mission is to provide African-inspired fashion, accessories, and other lifestyle items to our consumers while celebrating powerful and inspirational women around the world! Every ILAVA purchase supports our partner projects in Tanzania and Kenya and helps to create jobs for women.

Our Vision: ILAVA aims to become one of the leading, socially responsible fashion brands in the industry by offering the best quality attire and lifestyle items at a price point that reflects the brand’s ability to give back. More importantly, ILAVA strives to create a culture where women will embrace the uniqueness and versatility African clothes without feeling out of place in mainstream society. By celebrating women, entrepreneurship, education, and success against all odds, ILAVA will continue to grow ahead of the curve and offer unique products to service the ILAVA woman. In addition to this, ILAVA will continue to give back to the country of Tanzania and others global south countries through amazing programs, partnerships, sponsorships, and giveaways!

Our Values: We work diligently to provide exceptional customer service, support our customers, and serve our community through various promotional initiatives.
ILAVA is derived from Nyamwezi, a Tanzanian tribal language which means  “It Can Be Done!” Welcome to ILAVA!

What inspired you to start your company?

In December 2009, I had an opportunity to travel to Kenya for three weeks through a study abroad program for my Master of Science degree in International Public Service from DePaul University. When considering why I chose Kenya, I must be honest and say that it was because I knew that it was only 6 hours away from my homeland, Tanzania, and more importantly I would have an opportunity to visit my grandmother.

Never in a million years did I think that I would fall in love with Kenya. I visited several women’s cooperative organizations, but one organization in particular stirred up something inside of me. The Kibera Paper Project (KPP) is an organization that makes greeting cards using recycled materials. Meeting the women of Kibera Paper Project changed my life and confirmed the one thing I had always known, which was that in Africa with hope, determination, and hard work it can be done. I ended my journey filled with both excitement and frustration because I was confused about the next step. While my trip to East Africa ended, my contribution towards the economic development in Africa was just beginning. As an African woman, I understand my responsibility towards it. Early 2010, I began volunteering with KPP helping the organization sell their cards here in the United States. Within months of selling cards to family members and friends, I realized that my involvement needed a strategic plan. As result, the formulation of ILAVA: It Can Be Done! came into existence.