The (CFPA) association participated with the Shilded brand in our heritage exhibition.

The (CFPA) Association participated with the Shilded brand, a product of the Phoenix project, one of the projects of the (CFPA) Association, at our heritage exhibition in pavilion B23 at the Egypt International Center – El-Moshir Axis in Fifth Settlement, carrying the logo “Egyptian crafts on its way to global” from 8 to 14 October 2023.

The writer, Nawal Mustafa, CEO and Founder of the (CFPA) Association, emphasized that the association, through its various projects, is keen to participate in diverse exhibitions launched by the government and the Ministry of Social Solidarity, explaining that they are among the most important marketing channels that encourage small project owners, as well as reflecting Egyptian culture and heritage to various countries around the world.

Mrs. Mai Magdy, the project manager of Phoenix, stated that the Shilded brand participated with a variety of handmade products, including natural leather products, hand-embroidered furnishings, and home decor products made by resilient women who have been trained as part of the Phoenix project.

A large number of visitors flocked to our heritage exhibition for the Shilded brand and were greatly impressed by its products, which are rooted in Egyptian heritage and culture and made by remarkable women. The exhibition featured the participation of 6 Arab countries (UAE, KSA, Jordan, Bahrain, Algeria, and Tunisia) with various handmade products, and was organized by the Small and Medium Enterprises Development Authority with the participation of more than 1000 male and female exhibitors.

It is worth mentioning that the “Phoenix” project was launched in partnership between the (CFPA)Association and the Ashoka Arab World Foundation in August 2022, to economically and socially empower women who were former prisoners and debtors, and contribute to providing a stable source of income to help them create a decent living for themselves and improve their economic situation for themselves and their children.

“Phoenix” aims to create a suitable environment to economically empower 50 women who were former prisoners and the families of prisoners, enabling them to become successful businesswomen capable of establishing their own profitable projects, and also to provide

psychological support to help them manage their lives.