From Online to Onstage: A First-Timer’s Experience at a Trade Fair

Participating in trade shows is crucial for the growth of small businesses. It provides small businesses opportunities to sell, network and enhance their visibility. Yet, many entrepreneurs, especially in least developed countries, struggle to participate in trade fairs due to high costs. That was the case for Mariama S. Ceesay, founder of Her Sacred Veil, a bespoke fashion brand in The Gambia.

“I had never participated in a trade show before because I did not have the financial means to cover the cost of a stall,” Mariama shared. “As a small business owner, most of my resources were focused on production and fulfilling customer orders.”

That changed when the European Union Youth Empowerment Project – Tourism and Creative Industries, funded by the European Union and implemented by the International Trade Centre (ITC), stepped in. The project covered 90% of her stall fee, provided training and visibility products.

“The project offered training and helped with branding. I was also given an e-business card to enhance my professional image. Additionally, they organized engaging activities around our stalls to attract more visitors and increase visibility for our businesses,” she said.

Before the fair, Her Sacred Veil operated mostly online. “I was mainly selling my products online through TikTok and WhatsApp. I used TikTok to showcase my products and reach a wider audience, while WhatsApp helped me manage orders and communicate directly with customers,” Mariama explained. 

At the trade fair, she displayed her bespoke pieces, garments she designed to style and personality of customers. “I used the opportunity to show the quality, creativity and craftsmanship that go into every outfit I design,” she said.

For a first timer, the experience was a breakthrough. Mariama made some sales, gained customers and built network. “I gained some new customers and received a few orders during and after the trade fair. I also made some useful business contacts that could lead to future opportunities,” she noted.

The highlight for Mariam was connecting directly with new customers and hearing their positive feedback about her bespoke outfits. “It was also exciting to see people appreciate my designs in person and place orders on the spot.”

Still, there were challenges. She did not hit her target in terms of sales, but the trade fair for her is much more than making sales. “Sales were lower than expected, but I learned a lot, especially about converting interest into purchases.”

Now, she is thinking bigger. She plans to attend more fairs and seek for support to acquire equipment and a showroom. “I’m currently working with one sewing machine. I dream of getting an overlock machine and creating a space that truly showcases my brand.”