Joy Wanjiru Machugu-Zenz, a Kenyan-born entrepreneur based in Germany, has been a transformative force in empowering African women across continents. Through her visionary initiatives—African Women in Europe (AWE), African Women in Trade (AWT), and African Market in Europe (AME)—she has created platforms that foster networking, entrepreneurship, and economic growth for African women both in the diaspora and on the continent.
Joy Wanjiru Machugu-Zenz, a Kenyan-born entrepreneur based in Germany, has been a transformative force in empowering African women across continents. Through her visionary initiatives—African Women in Europe (AWE), African Women in Trade (AWT), and African Market in Europe (AME)—she has created platforms that foster networking, entrepreneurship, and economic growth for African women both in the diaspora and on the continent.
In 2008, recognizing the isolation and challenges faced by African women in Europe, Machugu-Zenz founded AWE. What began as a simple website to connect with fellow African women quickly evolved into a robust network boasting over 6,000 members. AWE provides a supportive environment where women can share experiences, access resources, and celebrate their cultural heritage. The organization hosts annual conferences in major European cities, offering workshops and seminars that empower members with skills and knowledge to thrive in their personal and professional lives.
Machugu-Zenz’s commitment to economic empowerment led her to establish AWT in 2021. This initiative aims to integrate African women into the global trade arena, leveraging the opportunities presented by the African Continental Free Trade Area (AfCFTA). AWT focuses on providing market access, facilitating capacity building, and linking entrepreneurs with investors and funding opportunities. By promoting intra-African trade and value addition, AWT strives to ensure that African businesses retain more wealth and create sustainable industries within the continent.
To bridge the gap between African producers and European consumers, Machugu-Zenz launched AME. This platform serves as a marketplace where African products and services are showcased to a European audience, promoting cultural exchange and economic collaboration. AME not only provides African entrepreneurs with access to new markets but also educates consumers about the rich diversity and quality of African goods. Machugu-Zenz’s dedication has not gone unnoticed. She has received several awards, including the 2018 African Business Support Award (The Voice Awards Amsterdam) and the African Diaspora Living Legend in Germany. Her work has been instrumental in changing the narrative about African women, showcasing them as resilient, innovative, and integral to global economic progress.
Through AWE, AWT, and AME, Joy Wanjiru Machugu-Zenz continues to inspire and mobilize African women, providing them with the tools and platforms necessary to excel. Her initiatives exemplify how diaspora communities can drive development and create opportunities that transcend borders, fostering a future where African women are at the forefront of global trade and entrepreneurship.
