The women staking their claim in Kenya's creative sector

Kenya’s creative sector is growing rapidly, contributing approximately five per cent to the national Gross Domestic Product (GDP).

From fashion, film, music, and design to digital art and photography, the industry provides jobs and serves as an important cultural and economic driver.

But despite its potential, structural challenges persist, including limited access to funding, fragmented support systems, and inadequate infrastructure.

For women in the creative industry, these challenges are often amplified by gender biases, financial constraints, and societal perceptions that undermine the economic viability of creative careers.

Despite these barriers, many female creatives in Kenya are thriving, building innovative brands and reshaping the industry through their work.

Lucy Kabuti, the founder of Worried Eyewear, is one such entrepreneur. Her brand specialises in manufacturing and producing handcrafted sunglasses and frames using a variety of materials, including wood and metal.

For her, being in the creative industry means enjoying the freedom to experiment and bring ideas to life. “From ideation to creation, the process is exhilarating. We get to play around with different materials and transform them into beautiful, functional eyewear. It’s exciting to take a simple idea and turn it into something tangible that people can wear and appreciate.”

Despite the growth of the creative economy, Lucy acknowledges that more needs to be done to support creatives in Kenya. Events like Nairobi Design Week have been instrumental in providing exposure and networking opportunities, but awareness, funding, and structured business support remain crucial for the industry to reach its full potential.

“I feel fortunate to have support from my family, friends, and customers. Social media also plays a big role in spreading awareness about our products. However, we still need more investment in marketing and infrastructure to make it easier for local creatives to scale their businesses,” says Lucy.

With the global shift towards digitalisation, many female creatives are leveraging technology and artificial intelligence (AI) to expand their businesses.

Social media platforms like Instagram and TikTok and e-commerce websites have become powerful tools for marketing and sales. AI-powered solutions are also being used for product photography, branding, and customer engagement, making business operations more efficient and cost-effective.

Lucy highlights the importance of AI in design and marketing, saying: “We use AI for product photography, social media captions, and marketing. It helps streamline processes and reach a broader audience. AI is an integral part of how we run our business today.”

While technology offers numerous opportunities, many women creatives in Kenya still struggle with digital accessibility. Training programmes and workshops tailored for female entrepreneurs could help bridge this gap, ensuring that more women harness digital tools to enhance their businesses.

Access to funding remains a major obstacle for women in the creative sector. Many female entrepreneurs struggle to secure financial support, making it difficult for them to scale their businesses and invest in better equipment.

According to Delna Sethna, chief creative officer for sub-Saharan Africa at Ogilvy, women in creative industries often earn less than their male counterparts, and female-owned businesses have a harder time securing funding.

“Women are under-represented and underpaid. At the same level, 60 per cent of men will be paid more than women in similar positions. Women entrepreneurs also face greater challenges when trying to access financing.”

To address these issues, initiatives like HerFolio by Ogilvy Africa give women a platform to showcase their work and gain visibility. These platforms help bridge the gender gap and provide opportunities for female creatives to connect with potential clients and investors.

Michelle Ndovela, the founder of Voi, a jewellery brand specialising in loom-woven, precision-cut beadwork inspired by Afrofuturism, believes that community support plays a crucial role in the success of female creatives. “I’ve been fortunate to receive support from my family and the design community. Events like Nairobi Design Week are great examples of how we can come together as creatives and support each other.”

While the government has shown support for the creative industry, many believe that more structured policies and financial backing are needed. Improved infrastructure, funding opportunities, and business training programmes could significantly benefit female creatives, allowing them to compete in both local and international markets.

Adrian Jankowiak, founder and CEO of Nairobi Design Week, advocates for greater investment in women creatives as Kenya’s creative economy continues to grow.

He emphasises that for women to fully participate in and benefit from this transformation, more funding and grants should be allocated to support female-led creative businesses.

Additionally, increasing awareness and exposure for local creatives would help elevate their work, opening doors to both local and international markets.

Jankowiak believes that enhancing visibility through industry events, media coverage, and digital platforms is crucial in ensuring that women creatives gain the recognition they deserve.

Beyond funding, Jankowiak highlights the need for specialised training programmes in digital marketing, AI, and business management, which would equip women with the skills needed to scale their businesses in an increasingly digital world.

He also calls for stronger government-backed initiatives to promote Kenyan-made creative products globally, ensuring that women-led businesses have access to a larger consumer base.

By addressing these challenges and implementing strategic support measures, Jankowiak envisions a thriving creative industry where women play a central role in shaping Kenya’s cultural and economic future.

For young women considering a career in the creative sector, Worried Eyewear founder Lucy offers an encouraging message: “Creativity gives you the freedom to be yourself. The world is moving towards handcrafted, unique products, and there is a growing market for creatives. Don’t shy away from pursuing your passion because of financial fears—there is space for everyone in this industry.”

The creative sector in Kenya has the potential to be a major economic powerhouse. By investing in women, providing them with the right tools, and ensuring they have equal access to opportunities, Kenya can unlock a new wave of innovation, culture, and economic growth.