Women in Business with Adie
From 1 to 5 June, the Association for the Right to Economic Initiative (Adie) is dedicating a whole week to women’s entrepreneurship: free workshops, webinars and networking events. The aim is to guide, support and equip all those who wish to start or grow their business in the region, by providing practical tools and advice tailored to each individual situation. Among those who have taken the plunge is Selma Richardson — whose journey illustrates just how much a difference Adie’s support can make in practice.
This is the journey embodied by Selma Richardson, founder of Senaïa’s Cosmetics on Rue de Hollande in Marigot, opposite the stadium. When she was younger, she created her first natural creams, tailored to her daughter’s needs, and then gradually developed a complete range of hair care products. In 2024, she opened her salon. In 2025, she went back to France for further training and returned with five specialist qualifications. To fund the refurbishment of her premises, she took out the first loan of her life — €10,000 from Adie. The organisation does more than just provide funding: strategic advice, putting together the application, long-term support. Selma says she found a true partner in her advisor—someone who listened and was always available. “Putting the application together went smoothly. I was determined, and supported, so everything moved very quickly,” she says.
“Women have the skills and the power to make their mark in the business world. What they sometimes lack is information about the support they’re entitled to. ” Today, Senaïa’s Cosmetics embodies its founder’s values and has even expanded to include two new team members. “I’ve turned my passion into my profession,” she concludes. An example that Adie and its partners are working to replicate, by supporting all those across the region who dare to take the plunge.
