Khartoum: Zainab Sirr Al-Khattim
(Guffat Farah) which means joy basket, a name that managed in a short period to take its place in the cyberic market in Sudan. The cyberic site specializes in selling items liable for being used as presents by people celebrating happy occasions. Within three years it became one of the most prominent gift shops through which people can get what they desire for. (Al-Sarraj) is not like her generation peers in dealing with social networking technology as a portal for social courtesies or chasing news and chat, but worked through it to enter the business world from its broadest and most widespread sections. Its entrance at the beginning was her speculation that non-proliferation of the culture of exchanging gifts in Sudanese society due to the nature of its origin should not be acceptable anymore . According to her, there is no room for gifting or exchanging congratulatory packages except in a limited social sector, whose life has been linked to immigration and living abroad. But Alaa’ took advantage of the communication sites to spread the culture of exchanging gifts, and then turned it into a popular market, through which thousands of pounds could be earned with a “click of the keyboard”. Alaa’ Mohamed Al-Mustafa Ali Hassan Al-Sarraj was born on November 14, 1993 . She graduated from the Faculty of Medicine, Rabat University in Khartoum. She worked in the medical field after graduation, beside teaching English and doing translations for a year. Then she worked as a journalist for a short period in “Art Decade” newspaper . Alaa’ Al-Sarraj, owner of the “ Guffat Farah” gift shop in Khartoum, says, “I worked to raise societal awareness of the necessity of exchanging gifts. It was necessary to change this concept which needs collective awareness, and to change this view it was necessary to pioneer a new way in which love is shared with others.” Alaa’ continued, “I thought about creating a syberic group on facebook that brings together fans of innovative gifts in an uncustomary and distinctive way. I dispatched through my page a set of photos of own gifts , and I received in return a great interaction from the interlocutors via my facebook page. Alaa’ started displaying gifts attaching their prices via her page. She titled it (Joy Guffah). Then she started to respond to the increasing demands of her customers, saying, “I was satisfied with the lowest profit from the customer which is the basic cost the gift that is the value of the contents plus packaging and delivery with a little profit margin and the idea worked.”
The idea that started on March 21, 2016 almost without a considerable capital usually required for establishing a private company. The newly founded company in the field of gift sales has now become known in the business market in Sudan as (Guffat farah) and has gained a good commercial and service reputation and great credibility and attracted attention among a large segment of young people to implement similar ideas through electronic commerce. Alaa’ found support from her uncle, Dr. Salah Abdul Gader, who is the owner of “Top Gallery” commercial shop famous in Khartoum, and adopted her idea allowing her to practice her work from inside his shop in Makkah Street in Riyadh, Khartoum. This was a strong impetus to her that helped her learn how to manage successfully the commercial business. Which she perfectly does.