In Algeria’s Timimoun region, the EU-funded JIL-SIYAHA programme empowers young entrepreneurs to breathe new life into ancestral crafts. Through training, funding, and coaching, the European Union supports local women like Fatima Zahra Lemaallem to develop initiatives rooted in sustainability and tradition, showing how circular economy practices can transform both lives and landscapes.

A Tree in the Garden, A Seed of Change

When Fatima Zahra Lemaallem first stumbled upon a henna plant in the garden of her husband’s family home in Timimoun, she saw more than just a tree: she saw a future. “I tried using the leaves and was amazed by their quality,” she recalls. “But this also made me realise ‘we use henne all the time but we are importing it all the way from India, and even adding chemicals to it!” 

For Fatima, this realisation planted the seed of what would become Timimoun Henna, the first natural henna production business in the remote Gourara region. From just 20 plants, Fatima experimented times and times again to find the right cultivation method.

“I learned completely from scratch, with research online and trials and errors in my garden,” the 31-year-old remembers. In five years, her efforts blossomed into over 500 thriving shrubs, and today, her plantation is on track to exceed 6,000.

But this henne plantation wasn’t just an agricultural achievement, it was a personal revolution for Fatima. “At the beginning, my husband and I were both unemployed. It was hard. But he believed in my idea so much that he sold his car to help me start the business.”  That gesture of support helped her equip a small workshop, legalise her operations, and begin selling directly to customers.

A Women’s Cooperative Rooted in Tradition

What began as a household project has now blossomed into a business. Fatima’s startup now employs 12 women during harvest seasons and five women year-round in the workshop. “Most of them are from vulnerable backgrounds,” she explains. “There aren’t many job opportunities in Timimoun, especially for women. I train them myself, during two weeks of hands-on work, and then they are ready”

Henna is harvested three times a year, yielding up to five quintals annually, and is processed into powder for cosmetic and wellness use. Timimoun Henna produces 30,000 sachets a year, all made from 100% natural, chemical-free ingredients. Fatima proudly describes her brand as 100% bio.

But for her, this is about more than a business. “Henna is part of our cultural identity. It’s in our weddings, our celebrations, our beauty rituals. I wanted to preserve that.” Her startup is helping to protect oasis agriculture, promoting agroecology while safeguarding regional traditions that risk being forgotten.

From Local Roots to National Recognition

In 2023, Fatima entered the JIL-SIYAHA “Génération Tourisme” competition after seeing a social media post. She won second place in the EU4HERITAGE category, a turning point for her startup. “Winning that prize changed everything. My product became known nationally. I gained confidence, and I was able to expand,” she says.

Thanks to EU support, Fatima received business development training, coaching, and marketing guidance. “They didn’t just give me money—they taught me how to build a real business. I went from working in a 12m² room to a 50m² workshop with professional equipment.”

The JIL-SIYAHA programme also connected her with a network of young entrepreneurs and mentors. “I still speak to my coach and the other laureates. We exchange advice and support each other.”

An example of success, Timimoun Henna recently received the visit the new head of DG MENA-Gulf, M. Stefano Sannino.

Now, Fatima is dreaming even bigger: plans are underway to expand her plantation, develop new products like face masks and natural hair dyes, and eventually begin exporting.  One of her most exciting ideas is to launch an agritourism experience, where visitors can harvest henna, learn about the production process, and enjoy local cuisine and cultural activities. “I want people to see the beauty of Timimoun, to discover our traditions and feel connected to our land,” she says with pride.