Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Noora Sharrab, CEO and Co-Founder of Sitti Social Enterprise, located in Mississauga, ON, Canada.

What's your business, and who are your customers?

Sitti is a conscious lifestyle brand committed to the self-reliance of refugee and displaced communities through long-term employment opportunities and skill development training, empowered by an inclusive global economy. Our customers are conscious consumers that are looking to purchase clean, quality products filled with impact.

Tell us about yourself

Sitti was born out of a need from the refugee community almost seven years ago. I've been personally working with the refugee community for over a decade and am motivated by the hope and resilience to create change and positive impact through the work we do every day with women and community members in the refugee community looking to take ownership of their lives, despite their hardships and difficult living conditions. This is what inspires us as a business to do more for the community because there's no other choice left for them, and it's incumbent upon us to take the lead and help transform that.

What's your biggest accomplishment as a business owner?

Seeing our growth and working with global multi-million dollar brands looking for sustainable impact. As a social enterprise, looking at ways we can serve our clients to do good and achieve a big impact through our work together.

What's one of the hardest things that comes with being a business owner?

Running a small business is tiring, exhausting, and definitely not easy, but time and time again, we are brought back by our passion for change and excitement to lead with impact. Sometimes growth also means letting go of the things and people that no longer serve your organization, but it also means being really focused on what our goals are as a company and what we want to achieve.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Get ready for a long journey. You have to want it bad enough. Having passion is important.
  2. Don't compare your success to another person. It's easy to feel less than worthy by looking at other companies' growth but remember to focus on your own path and not be deterred by what your competition is doing.
  3. Surround yourself with the right community, network, and team. It will help get you closer to the goals you want to achieve. If the people surrounding you are bringing you down, giving off negative energy, change your environment!

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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