A powerful story of how the right mindset, unwavering focus, and strategic thinking transformed a Pinterest scroll into a business empire that’s changing lives.
Success isn’t just about having a great idea; it’s about having the mental fortitude to nurture that idea through every challenge, setback, and moment of doubt. Sandrine’s journey with Irirenga is a masterclass in entrepreneurial psychology, showing how the right mindset can transform a simple inspiration into a thriving business that empowers people and redefines possibility.
This isn’t just another business success story. It’s a deep dive into the mental patterns and core values that separate dreamers from achievers, and how one woman’s unshakeable focus created opportunities for herself and others.
A Name with Vision: The Meaning Behind Irirenga
Sandrine chose the name Irirenga, which means “sunset” in Kinyarwanda, to symbolize beauty, serenity, and the continuous promise of renewal. Just as the sun sets across every horizon, Irirenga speaks to a universal longing for peace, elegance, and identity. Rooted in African culture yet designed with the world in mind, her brand bridges continents, offering high-quality, inspired products that can thrive in global markets while remaining authentically Rwandan.
The Foundation: Seeds of Independence
Long before Irirenga was born, Sandrine’s entrepreneurial instincts were taking root. Her parents instilled in her a value system rooted in self-reliance. From working at event gates to stocking supermarket shelves, she learned not only the value of hard work but also the confidence of trying out new things and the one that comes from earning her own money.
“My parents taught me that if I wanted something, I had to work for it,” she recalls. That mindset became the cornerstone of her business success.
The Spark: From Scroll to Strategy
It started with earrings and a curious mind. Like many young professionals doing a 9-5 job who want to achieve big dreams, Sandrine often scrolled through Instagram and Pinterest during her breaks. What caught her eye wasn’t just the aesthetic; it was a gap. Beautiful earrings were everywhere online, but in Rwanda, choices were limited and uninspired.
Rather than scroll past, she saw potential.
“I kept seeing these gorgeous earrings online, but when I looked around locally, the options were so limited. That’s when I realized I could solve this problem.”
With encouragement from a friend, she leaped and placed her first import order. It sold out almost immediately to her coworkers. The response validated her instincts and marked the beginning of her entrepreneurial journey.
The Pivot: From Earrings to Signature Scents
But Sandrine didn’t stop at jewelry. A chance encounter with a Tanzanian woman selling oil-based perfumes opened a new door online. Despite warnings about scams, Sandrine trusted her gut. The samples were exquisite.
She began importing perfumes and later established direct links with Dubai, expanding her product line and deepening her brand identity. Irirenga was no longer just a side hustle; it was a lifestyle brand in the making.
Obstacles That Shape a Resilient Mindset
1. Skepticism in the Online Market
In Rwanda, online businesses are often met with suspicion. Many fear scams, making trust a hard-won currency.
Her Approach: Sandrine doubled down on transparency. She listed prices openly on social media, avoided private negotiations, and ensured consistency. Every sale was a statement of integrity.
2. Balancing 9-to-5 with Business
From 2016-2023, she worked full-time and ran Irirenga in the evenings. Sometimes customers wanted their products immediately, but she couldn’t deliver fast enough. It was painful to disappoint them.
Her Approach: She saw both roles as non-negotiable. Quitting wasn’t an option so she adapted, delivered when she could, and built systems slowly. Until she made a calculated move to open her physical shop in 2023.
3. Pushing Against the Bargaining Culture
Locally, customers expect to bargain. But Sandrine held firm to fair pricing.
Her Approach: “Everyone gets the same price, and that’s part of her values and putting the prices as she posts her products.”
4. COVID-19 Slowdowns
The pandemic brought discouragement. Purchases slowed. But she reminded herself she wasn’t alone and quitting was not an option.
Her Approach: Adapt, don’t retreat. Her mental shift helped her reframe the crisis and keep going.
The Values That Built Irirenga
Sandrine credits her growth to three non-negotiable values:
- Integrity: Fair pricing, honest marketing, and consistency in every sale.
- Transparency: What you see online is what you get no hidden messages, no inflated pricing.
Empowerment: She believes in creating confidence, especially among women. As she says, “When a woman smells good, she feels good. And a confident woman can do anything.”
Real Impact: Community Confidence Through Scent
Beyond business, Sandrine’s perfumes have a deeper impact. Western perfumes are expensive and inaccessible to many. By importing high-quality, affordable perfumes from Dubai, she’s made confidence more accessible.
“When a woman smells good, she is confident. And a confident woman can do anything.”
Her Wisdom for New Entrepreneurs
When asked what she’d tell someone starting out, Sandrine shared: Don’t chase trends, follow your passion. A business is like a baby. It needs nurturing, especially in the beginning. You won’t quit on your child just because they cry, don’t quit on your business either.
- Use social media wisely. It’s not bad it depends how you use it. It’s your showroom, your voice, your visibility. If you can’t manage it, find someone who can.
- Entrepreneurship is worth it. It’s hard. It’s tiring. But it gives you freedom, identity, and independence.
- You can do both: Job and business. Don’t quit your job prematurely. Build your side hustle until it’s stable. There’s always a way.
Final Thought
Sandrine’s journey isn’t just about selling products. It’s about building belief in oneself, in one’s community, and in what’s possible when mindset meets action. Irirenga began with earrings, grew with perfume, and continues as a movement of empowerment.
If you’re looking for proof that mindset shapes reality, look no further than Sandrine.