International Women's Day: Flowwow's Leadership Discusses Empowering Women In The Workplace

In recent years, there's been a significant boost in the number of startups led by women in the MENA region, with these trailblazing entrepreneurs representing 24% of all funded ventures.

This surge is supported by various initiatives in the UAE, such as the National Policy for Empowerment of Emirati Women 2031 and DXB Female Founders, aimed at fostering an environment that nurtures female leadership and business growth.

For International Women’s Day, Flowwow’s Brand Director, Irina Tatarinova, and Head of Global Expansion, Ekaterina Gorbacheva, shared their insights on women’s entrepreneurship, workplace empowerment, career growth challenges, and the role of mentorship in fostering innovation in the companies.

Trends in Women’s Entrepreneurship

Over the past decade, there has been a noticeable rise in women launching their own businesses. A remarkable 25% of startups in PwC Middle East’s Net Zero Future50 report have a female founder, and an additional 32% have diverse teams that include both female and male founders.

Women entrepreneurs in the Middle East and MENA region are making waves, building successful companies like Qlub, iMile, Khazna, Mumzworld, and Womena in diverse sectors. The region is quickly becoming a hotspot for female-led startups, with more women stepping up to launch and grow their businesses.

Gorbacheva has personally observed this trend and is pleased to see it continuing. More women are stepping into entrepreneurship, undeterred by societal judgments or the fear of failure. Many female founders starting businesses have had their ups and downs, but they keep coming up with new ideas and launching new companies. The persistence and creativity women bring to the business and their willingness to introduce fresh ideas and drive change are shaping the future of entrepreneurship and innovation.

Irina Tatarinova also sees a rising trend of women becoming investors and the emergence of women's funds that support female entrepreneurs. She highlights a trend where women often initiate social and charity projects focused on conscious consumption and social responsibility.

Around 20% of women entrepreneurs are found in the health, government, education, and social services sectors globally. This change is positively impacting the world, with the speaker attributing progress in these areas to the efforts of women.

The Role of Mentorship in Women’s Success

Mentorship aids career growth, helps to avoid common pitfalls, and widens perspectives. Gorbacheva has served as a mentor in several programs, including AngelHack, corporate accelerators, Le Wagon Programming Bootcamp, and the China Accelerator programme.

Drawing from both her experience as a mentor and a mentee, she believes that mentorship can provide invaluable guidance and fast-track professional success. Learning from the industry leaders and experienced professionals helped her and her team grow rapidly, make informed decisions, and avoid unnecessary setbacks.

Immersing oneself in a community and networking are also fundamental for development. Irina Tatarinova encourages women to seek competent mentors and a community of like-minded people to break through limited visions. She believes that women's communities have a unique energy and atmosphere where one can find support and connect over shared goals, interests, and challenges. Overall, finding a supportive community and being true to oneself is the key for women's leadership development.

Advice for Women Entrepreneurs

Female leaders excel by building more caring and supportive cultures; their empathetic approach directly contributes to their success. For women looking to grow in business and innovation, the best advice is to keep trying, even in the face of failure. Gorbacheva sees the power of experimentation and resilience. While women often take rejections and fear to keep going, learning from failure is vital. The more one fails, the more experience and knowledge one gains.

It is crucial to have visible female leadership and to highlight successful women within companies. Irina Tatarinova believes that internal communication efforts should highlight women in leadership positions, ensuring that their achievements are recognised and celebrated. “Having strong female role models within a company helps break down biases and inspires other women to aim higher,” Tatarinova explains.

The Power of Flexibility: Work-Life Balance Fuels Success

Irina Tatarinova underscores the value of freedom and flexibility in leadership, especially for women balancing work and personal responsibilities like childcare. She advocates for flexible schedules, including free weekends and holidays, to support a healthier work-life balance. When companies create an environment that respects personal needs, employees feel more empowered and perform better, proving that work-life balance isn’t just a perk but a key to success.

Commitment to Women’s Empowerment

To boost gender diversity in leadership, companies need to focus on fair hiring practices and objective decision-making. Instead of unconscious bias influencing promotions, clear Key Performance Indicators (KPIs) can help ensure talent and performance are the real deciding factors. However, beyond metrics, a supportive work environment is also important. Women should feel empowered to grow professionally without having to choose between their careers and personal lives.

Flowwow fosters an inclusive and empowering work environment where gender bias is not a concern. Gorbacheva describes Flowwow as the most welcoming and supportive workplace she has experienced. The company’s culture is defined by clarity, open communication, and an absence of toxic management practices. It is essential to develop a healthy and nurturing atmosphere that enables employees and partners to grow and perform at their best.

The idea of creating a safe environment where employees feel comfortable is necessary. "If we talk about the company, it is significant to create an environment in which people would not be afraid to make mistakes," Irina Tatarinova said.

One of the key factors contributing to this positive environment is Flowwow’s horizontal company structure. Employees, regardless of their position, can communicate directly with the CEO, fostering transparency and collaboration. This inclusive approach benefits the whole workforce, ensuring everyone gets a fair crack.

Women in business face unique challenges, but with resilience, mentorship, and supportive environments, they continue to thrive. As more women step into leadership and entrepreneurship, they are driving meaningful change and innovation, paving the way for future generations.

For Flowwow, a UAE-based gifting marketplace, women's empowerment is essential because 65% of the company's team is women. What’s more, the UAE marketplace collaborates with women-owned local businesses in the flower and gifting industry that operate as sellers, supporting them to grow and develop their business in the region.