Creating Opportunities, One Event at a Time

When conflict erupted in Sudan in 2023, Masar Al-Amin had little time to think about what she would leave behind. Her priority was her three-year-old daughter, Watin, whose small body trembled constantly with fear as violence spread around them.

“I left everything behind for my daughter,” Masar recalls. “The journey was very difficult, but at least my mother, my daughter and I were heading somewhere safe.”

Like thousands of Sudanese families forced to flee, Masar arrived in Egypt seeking protection and stability. The family settled in Haram, a neighborhood that has become home to many Sudanese refugees. While registering with UNHCR provided an important first step toward rebuilding her life, the realities of displacement soon set in.

“In Sudan, I was an events planner, and I loved what I did,” she says. “I had built a name for myself. When I arrived in Egypt, I suddenly had to start over and look for any way to support my family.”

As a single mother, the pressure was immense. With limited resources and growing responsibilities, Masar knew she needed to find a way to transform her skills into an income-generating opportunity.

That opportunity came when she saw an announcement on Facebook about a business management training programme supported through a partnership involving UNHCR and the Mastercard Foundation. Seeing a chance to strengthen her entrepreneurial skills, she enrolled immediately.

“I am an events planner. I know my community and I know what people are looking for,” she explains. “The training helped me think about my business in a different way. It gave me confidence that I could rebuild what I had lost.”

Drawing on her experience and creativity, Masar launched a small business specializing in engagement decorations and event styling. From carefully designed backdrops to personalized decorative touches, she began helping families celebrate important milestones despite the challenges of displacement.

Her determination quickly earned her a reputation for delivering elegant and customized event decorations. Yet building a business from scratch was not without obstacles.

In May, a family bereavement forced her to cancel three planned events, significantly affecting her income.

“It was a difficult period,” Masar says. “I had customers waiting and plans in place, but family comes first. I worried about how I would recover financially.”

Despite the setback, she remained committed to her business. Her perseverance paid off the following month when she successfully completed two events, generating higher revenues and restoring momentum.

“Those events reminded me why I started,” she says. “Every celebration I help create gives me hope that things can continue to improve.”

Today, Masar is focused on growing her business and securing a brighter future for her daughter, who is preparing to start school.

“My dream is to expand my work, attract more clients and provide the best life possible for Watin,” she says. “I want her to grow up knowing that no matter how difficult life becomes, you can always start again.”

Masar’s journey reflects the resilience and entrepreneurial spirit of many refugees rebuilding their lives in Egypt. With the right opportunities, skills development and support, refugees are not only able to meet their families’ needs but also contribute to the communities around them, creating new possibilities for themselves and for others. As Masar looks ahead, her vision remains clear: to continue transforming special moments into lasting memories, one celebration at a time.