Empowering Berat's Women Entrepreneurs – The Uplifting Story of Loen Photography

Empowering Berat’s Women Entrepreneurs – The Uplifting Story of Loen Photography

Meet Ledjana Ruci, a devoted photographer and a mother with a big heart and big dreams. She’s the soul behind Loen Photography in the historic town of Berat, Albania. Ledjana started her studio in October 2022, naming it after her youngest son, Loen, a sweet mix of her own, her husband’s, and her oldest son’s names.

Ledjana’s journey is being nurtured by the “Growing Your Business” (GYB) program, a testament to UNDP Albania’s commitment to bolstering micro, small, and medium-sized enterprises, through the Economic Recovery and Resilience Program. This program’s methodology, which has been successfully adopted and adapted from UNDP’s experiences in Latin America, is aiding entrepreneurs like Ledjana to enhance their skills, expand their customer reach, and forge connections with other local businesses.

As one of the eight Berat business owners benefiting from the piloting of the program, Ledjana has received tailored one-on-one business consultancy and group training that have been crucial in redefining her studio’s operational and financial management. Additionally, the grants provided by the program have been a game-changer, allowing her to upgrade her equipment and enhance her business’s commercial image, giving her the competitive edge needed in today’s market.

GYB: Empowering Local Businesses

Throughout this transformative journey, these MSMEs located in Berat receive unwavering support, with a dedicated team of trained and certified consultants engaging in regular training sessions and weekly meetings to provide personalized technical assistance. This close guidance ensures that businesses acquire the skills and knowledge needed for their sustainable growth.

*UNDP Albania’s GYB program fuels economic resilience in Berat, empowering local businesses through tailored support and strategic growth initiatives.*

Additionally, a significant component of this support system involves the allocation of grants aimed at upgrading essential equipment, which is vital for enhancing their operational capabilities. Moreover, these grants extend to elevating the commercial image of these enterprises, including physical branding and maintaining a powerful online presence. This comprehensive approach empowers MSMEs to not only thrive but also leave a lasting impact in their respective markets.

The program follows a structured journey that encompasses several crucial stages. It all begins with a thorough diagnosis phase, which consists not only of a 360-degree diagnosis of the business but also a thorough overview of possible market opportunities. The subsequent step involves building the business model, helping these enterprises define their vision, and design plans for improvement.

Then, the program focuses on capacity building and enhancing entrepreneurial skills through training and technical assistance. Next comes the Business Strengthening phase, where MSMEs implement the earlier crafted improvement plans, translating strategies into tangible outcomes Finally, the journey concludes by promoting robust business relationships and facilitating formal agreements with potential clients.

Transformations and Triumphs: The Journey of Loen Photography

The GYB program’s methodical approach has been instrumental in Ledjana’s entrepreneurial transformation. Beginning a comprehensive diagnosis helped her crystallize her business vision and strategic planning. The precise focus on understanding market dynamics and capacity building through targeted training and technical assistance has notably improved Loen Photography’s operational practices.

Loen Photography is a place where imagination comes to life. It’s a spot for everyone – families, babies, moms-to-be, and anyone wanting a special picture. Ledjana’s magic touch turns every photoshoot into fun, capturing real smiles and the playful spirit of children.

One of Ledjana’s most heartwarming initiatives was her decision to gift canvas prints of her first newborn photography set to the maternity doctors. The staff at the hospital fell in love with her work, rejoicing with the newest additions to their community. Ledjana’s presence in the birthroom has become cherished by everyone, bringing positive energy and joy to the environment.

*Maternity sets are now Ledjana’s favorites and her most-liked photos on social media.*

Before photography, Ledjana lived in Italy and always found herself taking photos of her first son and her friend’s children. Those early experiences sparked her love for the art.

Ledjana’s commitment truly shone through when she signed up for a photography course while also caring for her 7-month-old Loen. Taking on this course wasn’t easy—it cost quite a bit and took up a lot of her time—but it shows just how much she wanted to get better at photography. Traveling to Tirana every day was tough, and her mother was a huge help, giving Ledjana the support she needed to keep learning and growing while she was also looking after her two kids.

*A former French language teacher to middle school children, Ledjana’s nurturing spirit and patience shine through during photoshoots with children.*

Running a business isn’t easy, though. Ledjana works hardest from spring to summer and during the holiday season. She’s building strong ties in Berat, even as many people leave the area, and she’s noticed fewer requests for maternity photos as fewer babies are being born.

Personalized Guidance: Mastering Business Management

Ledjana is learning to manage the business’s money better too, through GYB’s program’s financial management training which has been a pillar of support. Paired with Alketa, an experienced consultant, she has gained invaluable insights into fiscal responsibilities, which have been essential to her growing confidence in handling her business’s financial matters.

*Ledjana and Alketa show the true bond of the personalized consultancy program GYB provides*.

Through the program, Ledjana’s taken part in lots of workshops on topics like marketing, dealing with customers and managing social media. Over 30 hours of counseling provided by GYB have been fundamental in strategizing the sustainability and expansion of her business.

Alketa, the consultant, remarks, “The program’s focus areas like leadership, productivity, and having a robust online presence, among others, have been vital in witnessing Ledjana’s growth. It’s a testament to the effectiveness of GYB and her hard work. Our goal is to elevate Loen Photography as a leading studio and to showcase women’s leadership in business.”

Ledjana is grateful for UNDP’s help. Through the methodology, they’ve fine-tuned her services and made the most of her talents and time. Ledjana is learning to focus on what she loves and what brings in profit, which is key to doing well. Ledjana’s even teaching three young people, including her niece, Klejda, about photography. GYB isn’t just about growing businesses but also about creating jobs and investing in entrepreneurs who can employ others, particularly the youth.

Klejda, working with her aunt at the studio while topping her class, plans to study in Tirana next year. She wants to keep up with photography while she’s at university, as a fun way to provide for herself.

A capital grant from GYB has enabled Ledjana to invest in a top-tier camera to enhance her work. It’s an investment that not only uplifts her studio but also cements the program’s commitment to fostering entrepreneurial growth.

Building a Legacy: Community Impact and Future Aspirations

Ledjana has big dreams. She wants to expand her services, create a new look for her business, and help celebrate Albanian culture through her photos. She hopes to work with local artisans, museums, and traditional Albanian businesses.

“I want to make a name for myself as a photographer here in Berat,” Ledjana says. “I want to show off this beautiful place. I also want to help our local business owners and farmers show off their products because they’ve got so much to offer, and I think they have a bright future.”

Ledjana’s deep love for Berat is not only evident in her captivating photographs but also in her heartfelt commitment to stay, embracing the city’s rich Albanian culture, surrounded by family and friends, as she envisions raising her children in the warm embrace of her cherished hometown after returning from migration.

Ledjana and Loen Photography show us what you can do with a lot of passion and hard work. Her story is about chasing your dreams and making it through tough times. Her photos capture life’s beautiful moments, and with the help of the ERR and UNDP Albania’s GYB program, her story shows that women entrepreneurs can succeed.

If you’re ever in Berat and want a memorable photoshoot, stop by Loen Photography on Antipatrea Street. You’ll leave with beautiful photos and memories.

Check out Ledjana’s wonderful work on her Instagram at https://www.instagram.com/loen.photography/.