Strong Voice Interview #41: Sara Nuru
Sara Nuru is a German-Ethiopian entrepreneur, social impact founder, author, and former model. In 2018, she co-founded nuruWomen e.V., a nonprofit organization empowering women in Ethiopia through financial literacy programs, entrepreneurship training, and access to microloans. By enabling women to build their own businesses, nuruWomen e.V. creates long-term economic independence and systemic change at the grassroots level. Through her work at the intersection of entrepreneurship, social justice, and female empowerment, Sara has become one of the leading voices for responsible business in the German-speaking world. As a speaker and advocate for diversity and fair trade, she uses her platform to challenge narratives, shift systems, and inspire women to step into their power.
In this interview, Sara shares what shaped her vision — and why empowerment begins with access, responsibility, and the courage to take action.
What motivated you to found nuruWomen e.V.?
My sister Sali and I did not set out to simply create another organization. The initial idea was nuruCoffee as a social business. Our goal was to do good through economic activity and to offer an alternative to the traditional donation model.
nuruWomen emerged from this idea — as an attempt to rethink donations. We want to encourage companies to take responsibility and reinvest part of their profits into sustainable social projects. Through nuruWomen, we enable businesses to directly support women’s initiatives in Ethiopia in a meaningful and targeted way.
How has your personal background shaped your vision and approach to nuruWomen e.V.?
My own story has shaped me deeply. I know how important it is to be seen and to be given opportunities. At the same time, I learned to take responsibility and trust myself.
We want to pass on these opportunities to women who did not have the chance to grow up under similar conditions. I grew up in a household with three sisters, and in the women we support today, I see my grandmother, my mother, and also a part of myself.
Self-determination is at the heart of our work — for us, it means supporting women in shaping their lives independently and according to their own vision.
“Help for self-help” is a core principle of your work. How do you apply this idea in your private life?
For me, it means taking responsibility for my decisions and trusting myself.
I try not to avoid challenges but to face them — even when it is uncomfortable. Accepting support is important, but ultimately, it is about consciously and actively shaping your own path.
Have there been moments when you doubted whether you could master big or difficult challenges? How did you deal with those doubts?
There have been many such moments. Doubt is part of the process when you choose new paths. It helps me to remember why I started and to consciously reflect on what has already become possible.
Confidence does not appear overnight — it grows with every challenge you face.
What excites you most about this collaboration with ALEMI, and why is this product a true must-have for you?
What excites me is that ALEMI stands for a clear set of values. The company was co-founded by a woman and shares many principles that are central to us as well: responsibility, awareness, and the desire to create positive impact through business.
This collaboration reflects exactly the idea behind founding nuruWomen. It shows that entrepreneurial success and social engagement can go hand in hand. For me, the product is a must-have because it enables conscious decisions in everyday life.
What do you wish more people, especially women, understood about self-determination and personal responsibility? What would you recommend to other women?
I wish more women would recognize how much agency they already have — even in small ways. Self-determination begins with taking your own voice seriously and making conscious decisions.
My advice is: don’t wait for everything to be perfect. Start. Stay curious. And allow yourself to learn along the way.
