By Bior Aquilla – Aug 04, 2025
Sarah Balus – Founder of Sip&Shop
In South Sudan, a patriarchal society where women’s roles have traditionally been confined to domestic duties, women are increasingly finding the strength to challenge the male-dominated business industry, thanks to various empowerment programs in the country.
One inspiring example is Sarah Balus, the visionary behind Sip & Shop.
Launched in 2021, this homegrown South Sudanese initiative empowers women-led Small and Medium Enterprises (SMEs) by providing a platform to promote their brands, connect with customers, and build networks.
It allows them to do so without incurring the high costs typically associated with traditional marketing and exhibitions, making it a cost-friendly option for women whose financial capabilities are still developing.
What is Sip & Shop
Coined from “sipping” and “shopping,” Sip & Shop is an initiative bridging the gap between consumers and suppliers, offering small business owners a platform to exhibit their brands to a diverse audience without significant financial strain.
Sarah Balus says the inspiration behind this venture is to showcase the creativity and innovation of South Sudanese women in business.
“The South Sudanese women that are exercising a positive portrayal of South Sudan; practicing creativity, innovation and collaboration. When a woman thrives and is happy her environment automatically reflects it,” says Balus.
According to Balus this platform has boosted confidence among many women, encouraging them to embrace their creativity. It has also expanded their market access, which is a great step forward.
“Women had lacked confidence when ideally their creativity would drive the economy of South Sudan further. With sip & shop they gained confidence and creativity increased and this enlarged their market access. Sip & Shop collects data through links shared across different platforms which enable them to understand motives, thoughts & challenges of these female entrepreneurs,” she says.
While such an initiative presents vast opportunities for businesses to reach a wider audience, small businesses continue to face challenges such as logistics, limited digital access, and maintaining a connection with customers.
Balus says she experienced these challenges in the early states of her business especially with money accessibility due to venders and customers’ varying locations. However, collaborations with banks and mobile money transfer services have helped overcome these hurdles.
“At first it was difficult because vendors were in different locations money collection and transfers were hard but with collaboration with the banks and mobile money transfers like MTN momo the transactions are seamless and easy.”
Sip & Shop recently held its 17th edition at Afex Riverside Camp in Juba, on July 13, 2025, that brought together about 50 different SME’s majority of them being women owned business.
One of the attendees was Nyaboy John, owner of Gift Royal Collection, a kids’ clothing line in Juba. She says the platform has exposed her business to many new clients in various locations.
“Sip and shop brings a lot of small business and our communities together. Whatever you want to sell and can’t find the clients that easy, again the visibility is not something easy it’s what every salesperson needs, Sip and shop gives us that,” says Nyaboy.
Alek Ajang, a young female entrepreneur in her 20s who deals in homemade natural juices, also participated in the Sip & Shop exhibition. She says the experience improved her communication skills and client interaction, which are crucial for business.
She adds that the platform helped her in building a stronger team to boost her business’s sales.
“It also gave me a better understanding of teamwork and responsibility. If I was part of a group, we had to work together, divide tasks, and support each other to make the event successful. That sense of shared purpose felt motivating and fulfilling.”
“The bazaar gave me a taste of entrepreneurship. Managing money, promoting products, and seeing the results of hard work helped build my confidence and taught me valuable life skills,” she says.
A vendor at the Sip&Shop 17th Exhibition in Juba – (photo Sip&Shop)
Sarah Balus believes that for South Sudan to development economically, the majority of the population — the women — must be actively involved and supported in contributing to the economy.
She encourages women to apply for grants from government institutions such as Women Entrepreneurial Opportunity Facility (WEOP) and to have their businesses evaluated. Balus notes that by the time the evaluation process is complete, they will have acquired all the necessary legal documentation.
WEOP is an initiative under the Ministry of Gender Child and Social Welfare that empowers South Sudanese women entrepreneurs in Juba by providing training, tailored business development support, and financing to drive business growth.
“Our junub (South Sudanese) women are strong, black & beautiful. Our culture stands strong as we serve our country in a much graceful way. May we participate in elevating the next generation to be as hardworking as we are,” Balus says.
As South Sudan moves forward, initiatives like Sip & Shop highlight how economic transformation often begins at the grassroots level, particularly with women who are brave enough to create, lead, and inspire change against all odds. From selling natural juices to branded children’s wear, these women are not only building businesses; they are building confidence, connections, and a new vision for what’s possible.
In the face of adversity, South Sudanese women are not waiting for permission—they are carving out space, uplifting one another, and redefining what entrepreneurship looks like in a country still healing and rebuilding. With continued support, inclusive policies, and platforms like Sip & Shop, the future of business in South Sudan may very well be female-led.
And as Sarah Balus, the founder of Sip & Shop, best puts it, “When a woman thrives and is happy, her environment automatically reflects it.”
This story is reported with a grant from Journalists for Human Rights under the ‘Tackling Mis/Disinformation Project,’ funded by the Peace and Stabilization Program of the Government of Canada.