A New Chapter: Bringing Kenyan Culture to the Global Marketplace
When Mutheu Elisaba moved from Kenya to Michigan with her husband and three sons, she faced the challenges of adapting to a new culture while working a full-time job. After settling in, Muthieu’s entrepreneurial spirit reignited with a vision to start Upeo Shop, a business that would showcase beautiful Kenyan products in the global marketplace.
Mutheu’s mission for Upeo Shop evolved beyond a typical nonprofit model that she had experienced in Kenya. Instead of “telling the old story of poverty and hopelessness,” she positioned herself as “a middle-class Kenyan who ended up in America, bringing beautiful products from my home to yours.” Her goal was to sell quality Kenyan-made products that are worth sitting at the table in a global market.
Turning Vision into Reality: Support from Jewish Family Services
While Mutheu had been researching her business concept for months, the turning point came when her husband, who works at 242 Community Church, connected her with Jewish Family Services (JFS), a Small Business Support from Ann Arbor SPARK partner. A representative had shared JFS’s services with church attendees interested in pursuing entrepreneurship and/or scaling a small business. Muthieu says that representative, who then became her coach, offered a practical, step-by-step approach that transformed her vision into reality.
Through the program, Mutheu received invaluable assistance establishing and registering her business. A business coach from JFS helped her submit forms, develop her website, and connect with resources for professional packaging materials and branding. This partnership exemplifies how JFS offers cohort-based and individual advising covering essential business topics, from planning to financial projections.
“She was my first customer,” Mutheu recalls of her small business coach, who even walked her through the customer experience via Zoom, building her confidence to tell others about her business. Mutheu now sources her products from Kenya’s Masai market, working with a local partner who helps curate items. Using DHL’s microenterprise program, she can receive shipments at her home within three days.
Building Confidence, Creating Connection
For Mutheu, the biggest challenge before working with JFS was building her confidence. “I think, honestly, just like, it sounds so textbook, but she believed in me,” she says of her coach’s impact. Upeo Shop represents not just a business, but a bridge between cultures and a pathway to economic empowerment.
About Small Business Support
Small Business Support from Ann Arbor SPARK provides no-cost coaching, mentorship, workshops, and resources to help entrepreneurs in Livingston, Monroe, and Washtenaw Counties start and grow their businesses. Through a collaborative network of Business Support Partners, we offer expert guidance, technical assistance, and tools designed to strengthen local entrepreneurship, fuel innovation, and build long-term business success.
