At just 24, Ladouce Nadabha has transformed her passion for art into a thriving enterprise, The Art Carte, a lifestyle brand specializing in illustrated stationery, home goods, and apparel. With a creative vision rooted in her heritage and a dedication to sustainability, Ladouce is redefining everyday items with a unique artistic touch. Her journey has been one of self-discovery, perseverance, and, ultimately, success—all thanks to the support of the Jiinue Growth Programme (JGP), a five-year initiative dedicated to empowering 229,500 Micro, Small, and Medium Enterprises (MSMEs) across Kenya in partnership with the Mastercard Foundation.

Growing up in Nairobi, Ladouce had a strong passion for learning. She graduated from Pangani Girls School at the top of her class and studied Real Estate for her undergraduate degree. She was captivated by the built environment and the transformation of empty spaces into meaningful structures. Although she initially planned to pursue a career in real estate, her love for art soon took center stage during her university years. While still a student, Ladouce founded The Art Carte, managing to balance her academic commitments with the growing demands of her new business.

“After graduation, I found myself in a bit of a stalemate. It’s that moment when you ask, what’s next? What do I want to do with my life?” Ladouce observes. “The path you choose can determine so much about your future, and I wanted to make the right decision. Since I had already started the business before finishing university, I decided to take a gap year. I figured I’d give myself some time to see if The Art Carte could truly become something more than just a hobby. I thought, “I’ve already built something, let’s see if it can grow."

The program came into Ladouce’s life at a pivotal moment. While she had already made strides with The Art Carte, expanding into digital art during the COVID-19 lockdown and testing her products at local markets, she faced significant hurdles. Access to finance was a constant challenge, especially when larger wholesale orders demanded capital she didn’t have. Furthermore, navigating the complexities of exporting her products to international markets seemed insurmountable without prior experience.

Through the Jiinue Growth Programme, Ladouce received invaluable support, starting with a $1,000 Local Purchase Order (LPO) financing that enabled her to fulfill a sizable retail order in 2024. This funding allowed her to purchase essential raw materials, pay artisans fairly, and confidently meet production demands without compromising quality.

“The funds were used to purchase raw materials like inks and paper for our stationery, tea towels, and greeting cards, as well as to pay our artisans and cover delivery costs. This kind of support has eased our cash flow struggles, giving us the confidence to deliver big orders without worrying about how to finance production.” She affirms

However, the benefits extended far beyond financial aid. The programme equipped her with crucial skills in export strategy, market analysis, and pricing, transforming her vision for The Art Carte into a sustainable plan for global expansion.

The program also opened doors to new markets. Thanks to the connections and coaching she received, Ladouce began listing her products on wholesale platforms, making it easier for international buyers to access her unique creations. This access to global markets has not only boosted her confidence but has also validated her decision to pursue her passion full-time. Today, The Art Carte embodies her philosophy: "Make every day your masterpiece." The brand offers an array of products that bring joy and beauty into the daily lives of her customers.

However, the path to success hasn’t been without its challenges. As a young entrepreneur, Ladouce often finds herself facing age-based biases. In many business environments, people expect someone older to be in charge, but she has learned to stand her ground and confidently declare, "I’m the boss." She’s also had to build industry connections from scratch, often feeling out of place among more experienced business owners. Despite these obstacles, Ladouce has remained resilient, driven by the impact her business has on others.

Ladouce's journey with The Art Carte is not just about personal success—it’s about uplifting the community of artisans who bring her designs to life. Each product sold supports these talented individuals, helping them earn a livelihood and showcasing their craftsmanship on a global stage. For Ladouce, success is measured by the lives she touches, whether it’s the artisans she employs or the customers whose lives are brightened by her products.

Reflecting on her journey, Ladouce credits the Jiinue Growth Programme for helping her develop a strategic mindset. With a clear vision for the future, she now sets long-term goals, aiming to expand her brand beyond Kenya and into international markets. Her story is a testament to the power of resilience, the value of continuous learning, and the transformative potential of the right support at the right time.

“Beyond finance, the training has been essential in preparing us for international expansion,” she says. “Over the six months of the program, we developed an export strategy, learned to identify target markets, refined our pricing models for both retail and wholesale, and gained a deeper understanding of shipping logistics. The one-on-one coaching answered crucial questions about breaking into the global market, something we previously had no experience with.”

The program has also improved their market access by connecting them to wholesale platforms. With their help, they have started listing their products online, making it easier for international buyers to find and purchase their items. Looking back, she says, the program has not only equipped them with the tools to grow but has also given them the confidence to scale The Art Carte beyond Kenya’s borders.

“As a young entrepreneur, one of my biggest challenges, aside from limited access to finance and skills, is feeling out of place in certain business environments,” Ladouce observes. “Often, when I attend trade shows or markets, I'm the youngest one there, and sometimes customers assume there’s someone else in charge. They’ll ask for the "boss" when negotiating, and I have to remind them, "I’m the boss."

There’s a subtle bias that young people aren’t in decision-making roles, and that can be frustrating.

“The new skills I’ve gained through the program have been crucial,” She adds. “Strategic thinking has been key. I now approach the business with a long-term perspective. For example, when we developed our export market strategy, I learned to map out where we are and where we want to be, with clear, actionable steps in between. Additionally, the program has helped me improve my financial planning skills. Managing our cash flow—deciding how much to allocate to raw materials, labour, and marketing—has been critical, especially when fulfilling larger orders.”

Ladouce’s transformation is made possible by the Jiinue Growth Program (JGP), which offers access to affordable financing, technical assistance, and mentorship, helping entrepreneurs overcome systemic barriers to success. In collaboration with Grassroots Business Fund (GBF), DT Global, 4G Capital, GROOTS Kenya, Powered by People, Kenya National Chamber of Commerce and Industry (KNCCI) and Kenya Private Sector Alliance (KEPSA), JGP is committed to building resilience, fostering innovation, and creating jobs, especially for young people and women. Rosemary's story is a prime example of how targeted support can enable entrepreneurs to rebuild their lives, strengthen their businesses, and uplift their communities.

Today, The Art Carte is more than a business—it’s a vehicle for change. Through her art, Ladouce hopes to inspire others to pursue their dreams and embrace the unknown. Her advice to young entrepreneurs? Say yes to opportunities, even when things seem uncertain. Success is about taking small steps every day and being open to learning. With passion, perseverance, and the right support, dreams can indeed become reality.