Before getting married and becoming a mother, Syrian-born Asmaa Othman was a young career woman dedicated to carving out her professional path in the nonprofit sector. However, the birth of her daughter in 2021 shifted her priorities. After a year of caring for her newborn, Asmaa began feeling a strong desire to embark on a new journey as a small business owner.
A Passion for Antiquities Sparks SOTAGE
In 2023, after living in Turkey for 11 years as a Syrian refugee, Asmaa decided to channel her passion for antiquities into a business. Originally from Damascus, Asmaa founded SOTAGE, a brand that specializes in oriental heritage items such as macrame, mosaic embroidery, and hand-carved wooden boxes.
“I’ve always loved things with history, and my home was filled with these types of handicrafts,” Asmaa shares. She named her business after a specific type of embroidery used for clothing accessories and tablecloths—a name suggested by her father, who was a major influence in her life. “He introduced me to the world of antiquities and handicrafts. The intricate embroidery we use can take months to complete, and my father’s own artistic work inspired my love for these old-world creations.”
However, Asmaa is quick to acknowledge the support that was crucial in making SOTAGE a reality. “SOTAGE had been supported materially and morally by my husband, Essam. His belief in my ability to succeed and overcome obstacles, especially after the 2023 Türkiye earthquake, has been invaluable. Without his encouragement, I don’t think I could have kept going during the toughest times.”
Scaling a Thriving Import-Export Business
In just two years, Asmaa turned her passion into a thriving import-export business. SOTAGE now sources products from Lebanon, which are stored in warehouses across Syria, Egypt, Europe, and Turkey before being shipped to customers worldwide. Her business gained popularity in Turkey’s markets and bazaars, where handcrafted, heritage-rich items were appreciated.
But Asmaa didn’t achieve this alone. She highlights the pivotal role her partner, Eman, played in growing SOTAGE. “I can’t ignore the efforts of my friend and partner, Eman, who has been putting all her experience in the Turkish marketplace to serve SOTAGE. Her deep knowledge of the market and unwavering support have been essential to our success.”
The Value of Craftsmanship and Cultural History
Asmaa emphasizes that SOTAGE’s products are more than just decorative items; they carry deep cultural significance and are built to last. “An embroidered tablecloth, for example, can take three months to make. The craftsmanship behind it is not automatic—it relies on skilled hands and rich tradition. That’s why it costs more, but it also lasts longer and carries with it a piece of history.”
Overcoming the Challenges of a New Market
Beyond the pricing challenge, Asmaa faced the daunting task of building a business in a new country with little initial support. “I felt really alone when I first arrived,” she recalls. “Back in Turkey, I had marketing help, but here I didn’t know anyone. Suddenly, I had to manage all aspects of the business myself, including figuring out how to market SOTAGE in Canada. That’s when I discovered Jumpstart.”
Jumpstart’s Refugee Marketplace, an e-commerce platform that supports refugee-owned businesses in Canada, provided Asmaa with a much-needed platform to showcase her products.
Resilience and Adaptability: Keys to Success
Asmaa’s experiences as both a refugee and entrepreneur have instilled in her a resourcefulness that continues to guide her. “I’ve learned that I always need a Plan B,” she says. “Working for ten years in Turkey at an NGO and running another small business with my brother taught me that things rarely go as planned. You always need to be ready with a backup.”
With her resilience, cultural pride, and commitment to craftsmanship, Asmaa Othman is determined to bring SOTAGE’s heritage-rich products to Canadian consumers, creating a bridge between tradition and modernity.