DAR ES SALAAM: IN a world where a university degree is often seen as a guaranteed path to stable employment, Ms Veronica Gerald chose a different direction.
Rather than holding on to the security of a monthly salary, she stepped into the uncertain world of entrepreneurship and never looked back.
Today, she is the founder of Veve Multi Business, a growing retail enterprise known for its premium South African products. Her journey is more than a business success story; it is a testament to courage, resilience and trusting one’s instincts.
Ms Veronica holds a qualification in Information Technology (IT), a field widely regarded as lucrative and full of opportunity. Yet after a period in formal employment, she made a life-changing decision.
“I have never regretted leaving employment to go into business. Since I started, I’ve consistently earned more than I did in my job,” she says. Although she earned a steady income, it did not match her ambitions.
“I realised I wanted to create my own path. Employment was not my long-term vision.” Her academic journey itself was not linear.
She initially enrolled in Accounts because she excelled in mathematics. Over time, however, she realised accounting was not her passion.
She switched to IT, a bold move that reflected her willingness to follow her interests. Ironically, after graduating in IT, her first job involved accounting duties, secured through her uncle.
Though the pay was modest, she treated it as a stepping stone. Her dedication paid off; she was named “Best Worker” twice.
When she later resigned to pursue business fulltime, management called her into the office three times to confirm her decision and even offered her a branch to manage. But her mind was made up.
Ms Veronica’s entrepreneurial journey did not begin overnight. For three years, she was mentored by her aunt, who imported clothes and shoes from South Africa.
She assisted with customers and gradually learned the fundamentals of business operations. While still employed, she began buying products from her aunt at wholesale prices and reselling them to colleagues and friends.
That side hustle confirmed her potential. Her first major capital came through a rotating savings group (Upatu), from which she received about 2m/-. She deliberately chose to be the last beneficiary because she dislikes debt. With that money, she officially launched Veve Multi Business.
As her ambitions grew, so did her financial responsibilities. She joined additional savings groups, took small loans and eventually rented a larger shop that required significant stock. To meet demand, she borrowed more.
The first two years were promising. Then financial pressure mounted. As the business expanded, debts accumulated. Managing loans became emotionally exhausting. She admits she lacked experience in handling that level of financial stress.
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Some advised her to close the business and return to employment before things worsened. But one person stood firmly behind her, her mother. “She was my pillar. She encouraged me not to quit,” Ms Veronica recalls.
Despite moments of doubt, she knew entrepreneurship was her calling. What distinguishes Veve Multi Business is specialisation.
While many traders mix products from multiple countries, Veronica made a deliberate strategic decision to sell exclusively South African products.
“When people hear my business name, they immediately know I sell South African products,” she explains. Parents looking for quality South African school shoes, including popular brands such as Smart Step, know exactly where to go.
This clarity has strengthened customer trust and positioned her shop as a reliable source of authentic products. With eight years of experience, Ms Veronica has developed sharp market instincts.
Before stocking any item, she carefully assesses demand, will customers like the design? will specific sizes sell quickly? and is there consistent demand?
She has identified clear patterns. Women’s shoes sell fast. Very small men’s sizes move slowly. Shoes for children aged seven to eight generate strong sales. Girls’ shoes from early childhood to high school remain consistently in demand.
This detailed understanding of her market has been key to her survival and growth. In today’s competitive retail environment, Ms Veronica emphasises visibility.
“Competition is high. If you just sit and wait for customers, you might not sell anything,” she says.
Most of her customers come through Instagram, where she actively markets her products. She also uses TikTok and runs sponsored advertisements to expand her reach.
In addition to retail sales, she supplies products wholesale to other traders. Her advice to aspiring entrepreneurs: Modern business requires strategy, digital presence and consistency.
Interestingly, despite choosing entrepreneurship over IT employment, Ms Veronica encourages young women who studied IT to pursue careers in the field.
“In IT, women are few but very capable. If you meet a woman who studied IT, know she is hardworking and highly capable,” she says.
She believes technology remains the future. However, she cautions against impulsively leaving formal employment to start a business.
“Do not leave your profession quickly just to join business. Competition today is intense.”
Entrepreneurship, she stresses, demands preparation, patience and resilience. Business runs in her family’s blood.
Although she occasionally receives offers to return to employment, sometimes with higher pay, she remains resolute.
“To be honest, no. I don’t like the idea of being employed. I love business. My dream is to have many more stores.”
Currently, Veve Multi Business operates one branch. But her vision extends far beyond that. She aims to expand to at least ten branches and build a recognised retail brand synonymous with premium South African products.
Her journey is proof that entrepreneurship is not glamorous every day. It comes with risk, debt, stress and moments of doubt. But it also offers independence, growth and limitless potential.
For young people torn between waiting for employment and creating their own opportunities, Ms Veronica Gerald’s story delivers a powerful message: Sometimes the safest path is not the one with a salary, but the one aligned with your vision.