How Myra built empire on faith, family

DAR ES SALAAM: BETWEEN the quiet morning prayers in Moshi and the high energy demands of a fashion empire, Myra Boisafi moves with a precision that only a mother-entrepreneur can master. In the high-stakes world of fashion and digital influence, where hustle culture often demands the sacrifice of one’s soul for the sake of a viral post, Myra is a quiet revolution.

She is an entrepreneur who has learned that the fastest way to grow is sometimes to slow down; that the most powerful business tool isn’t a bank loan, but a relentless sense of purpose. To understand the woman who took the stage at the 2024 Power of Women Kilimanjaro Awards, one must look back to the dusty aisles of the Boisafi Shopping Centre.

While other children spent their school breaks in leisure, a young Myra was receiving a masterclass in human psychology and retail grit. Watching her parents navigate the complexities of business in Tanzania provided more than just a work ethic; it provided a blueprint. She saw firsthand that business was not just about the exchange of currency, but about the building of trust.

“I started very small,” she recalls, her voice carrying the nostalgia of a woman who hasn’t forgotten her roots. “After primary school, I wasn’t just observing; I was engaging.” From handling customer complaints to understanding the flow of inventory, these early years at the family business planted a seed.

Even through her college years, Myra was never without a side hustle. She was a student of the market, learning step-by-step that consistency is the only true shortcut to success.

This foundation ensured that when she finally launched Myra’Z Fashworld, she wasn’t just a dreamer, she was a seasoned operator. For many women, the arrival of motherhood is often framed as a pause button on professional ambition.

For Myra, it was a clarity button. As a single mother, the stakes of her life shifted overnight. Time was no longer an infinite resource to be spent recklessly; it became a sacred currency.

“Motherhood has completely shaped my purpose in everything I do,” she explains.

“It made me more intentional and less reactive. I no longer chase every opportunity that comes my way. If it doesn’t align with my values, my time, or my long-term vision for my child, the answer is a graceful ‘no.’” This shift from chasing everything to choosing the right things transformed her businesses.

Instead of frantic, horizontal growth, she pursued deep, vertical growth. By prioritizing alignment over speed, she found that her brands, Myra’Z Fashworld and LittleMore Moshi, began to resonate more authentically with her audience.

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She wasn’t just selling clothes or children’s items; she was selling a lifestyle of curated, value-driven choices. She famously notes, “Being a mother didn’t slow my business growth; it refined it.” In a secular business world driven by pressure and profit margins, Myra is unapologetic about the source of her strength.

Faith is not a weekend hobby; it is the cornerstone of her leadership style and business ethics. She leads with a Kingdomfirst mindset that prioritizes people over paper.

“My decisions are rooted in prayer, integrity, and humility,” she says.

For Myra, success that doesn’t honour God or positively impact others is not success at all. This spiritual grounding acts as a shield against the pressures of the public eye. When a campaign fails or a shipment is delayed, she returns to her centre rather than spiralling into panic.

This resilience is what allows her to maintain her quiet force. She isn’t shouting to be heard in a crowded market; she is speaking from a place of conviction, and the market is leaning in to listen.

When Myra was announced as the winner of the Upcoming Business Woman category for LittleMore Moshi at the 2024 Power of Women Kilimanjaro Awards, it was more than a personal victory. It was a fullcircle moment for a woman who started her journey in the very same region.

The award affirmed her journey from a curious girl in her parents’ shop to a visionary building a brand that reflects her own journey as a mother. LittleMore Moshi was born out of a desire to provide quality, heart, and reliability to the community, values she felt were sometimes missing in the rush of modern retail.

“The recognition wasn’t just about the trophy,” she reflects. “It was about the years of sacrifice, the late nights, and the moments where I had to choose to believe in the vision when no one else could see it.” As an influencer, Myra’s life is lived in the digital spotlight.

To her followers, it looks like a seamless parade of fashion and success. But the reality of being a mompreneur in the public eye is a constant exercise in boundarysetting. She is candid about the challenges: the exhaustion of juggling a toddler and a growing team, the moments of self-doubt that creep in during the quiet hours, and the heavy weight of being a sole provider.

“Sacrifice is part of the process,” she admits.

There have been personal comforts exchanged for long-term vision. However, she protects her mental and spiritual well-being with the same ferocity she protects her child. By surrounding herself with a “village” of mentors and family, she ensures she isn’t pouring from an empty cup.

She chooses to focus on her internal purpose rather than the fickle nature of public opinion. While fashion sits at the heart of her brands, Myra’s influence extends far beyond the stitching of a garment.

Through her platforms, she speaks directly to women and young girls who are searching for their own sense of self-worth. Her content and designs are carefully crafted to promote empowerment, reminding women that their value is not defined by their circumstances or the approval of others.

“I want women and young girls to know they are enough and capable of building meaningful, purposeful lives,” she says.

She is particularly passionate about challenging the stigma that family responsibilities are a barrier to leadership. Her journey offers a powerful rebuttal: “Being a mother doesn’t limit leadership; it strengthens it.” She believes that the resilience, empathy, and multitasking required in caregiving are the very qualities that make for the most effective leaders in the modern world.

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Looking ahead, Myra isn’t just looking to open more stores or gain more followers. She is looking to leave a legacy of authenticity. She wants to demonstrate that it is possible to lead with integrity, build meaningful enterprises, and raise a family, all while remaining rooted in one’s faith.

As the fashion trends change and the digital landscape evolves, Myra remains anchored. Her hope is that the lives she touches will carry a sense of confidence and courage long after the clothes have been outgrown.

For this Kilimanjaro powerhouse, the journey is no longer about reaching a destination; it is about honouring the purpose that guides every step.