Discover how Alice Ali built La Divine Events from scratch with no major funding. Learn the real lessons of entrepreneurship: starting small, overcoming setbacks, and building a legacy beyond borders.
The Unexpected Beginning
Alice Ali stands as a testament to the power of following one's passion, even when the path seems uncertain. Alice's journey began with a compromise that many entrepreneurs will recognize which is pursuing a "safe" career over personal passion. "My father who was an accounting professional insisted that I pursue accounting but my heart was in journalism." This tension between security and passion eventually became the catalyst for her entrepreneurial transformation.
The Seven-Year Itch
After her accounting qualification, Alice worked for seven years as an accountant at Strathaven Spar, climbing the corporate ladder while battling an internal restlessness. "I found Accounting boring and I lacked passion in my work," she said candidly. The turning point came in 2006 when, pregnant with her second child, Alice made a decision that changed everything. She resigned from her accounting position and told her husband the truth that accounting was not for her. This moment of courage, of choosing uncertainty over unfulfillment, marked the beginning of her entrepreneurial story.
The Accidental Discovery
Alice's entry into event planning was not calculated or strategic but organic. Her first venture was planning a family event for free, where she discovered her natural talents for organization and cooking, despite having no formal culinary training. This reveals that sometimes our greatest gifts reveal themselves when we are simply helping others. The real breakthrough came in 2009 when Alice's sister-in-law returned from China with chafing dishes and an idea for them to jointly venture into a catering business. They started small, hiring equipment and gradually they built their inventory from profits.
Building La Divine Events
By 2013, Alice had officially registered La Divine Events as her own company, having learnt valuable lessons about family business dynamics along the way. La Divine Events is a company that specializes in high-end event planning, coordination, and catering. What sets the company apart is not just the high quality services but the strong philosophy behind the business. Alice's motivation stems from her own wedding experience in 2001, where she felt she had no control over her special day. "This led me to focus on empowering couples, particularly brides, to have control over their wedding planning," she explained.
The company's motto, "Be a worry-free guest at your own event," encapsulates Alice's commitment to ensuring clients can actually enjoy their celebrations rather than stress about logistics.
The Art of Starting Small
One of the most inspiring aspects of Alice's journey is how she built La Divine Events without significant capital investment. Rather than waiting for a large sum of money or seeking investors, Alice leveraged her natural planning abilities and people skills. She began by charging for planning and coordination services first and generated immediate revenue from her expertise. Every dollar earned was strategically reinvested back into the business and she used these earnings to gradually acquire equipment and supplies.
Alice never lost sight of what truly mattered, she focused relentlessly on value creation, prioritizing how people felt at events rather than just what they saw. This philosophy allowed her to deliver exceptional experiences even while operating with limited resources. Her approach proves that with creativity, strategic thinking, and a clear understanding of what clients truly value, entrepreneurs can build substantial businesses without massive initial investments or venture capital backing.
The Darkest Hour
Every entrepreneur faces moments that test their resolve. For Alice, it came with a prominent couple's wedding where she provided catering services for their 800 guests. Despite flawless execution, the couple refused to pay the remaining $4,000 of their $6,000 bill, leaving Alice with significant debt for outsourced services and staff. "This experience taught me the crucial lesson of requiring upfront cash payments particularly from prominent individuals because some choose to abuse their power and influence," Alice reflected.
Vision Beyond Borders
Alice's five-year vision for La Divine Events extends far beyond Zimbabwe's borders. She is focused on tapping into destination weddings and creating a one-stop shop for diaspora clients. Her approach to growth includes actively seeking mentorship from industry leaders like Dr. Divine Ndlukula which demonstrates the proactive learning mindset that separates successful entrepreneurs from the rest. Alice is also committed to lifting others as she rises. She openly mentors other entrepreneurs, rejecting what she calls the "scarcity mindset" that prevents industry collaboration. "Success is not just about financial gain but also about the positive impact and empowerment we bring to people's lives."
"Success for La Divine Events as a business means helping others build legacies," she explained. Her business journey has transformed Alice personally, making her more resilient, patient, and a "go-getter" who never gives up easily. This personal growth is often the hidden reward of entrepreneurship that no one talks about in business school.
Business is not a walk in the park and it is not for the faint-hearted.
Wisdom for Aspiring Entrepreneurs
Alice's advice comes from the trenches of real experience, carrying the weight of seven years in corporate accounting, sleepless nights building a business, and the hard-won wisdom of navigating both triumph and failure. "Business is not a walk in the park and it is not for the faint-hearted," she stated with the conviction of someone who has weathered storms of entrepreneurship. "It requires significant strength and resilience."
She advocates starting small while dreaming big, but emphasizes that everything must begin with a clear purpose. She highlights that having a clear vision becomes the anchor that keeps one grounded when inevitable challenges arise. Central to her philosophy is also building a vision bigger than oneself, understanding that true entrepreneurial success is greater than personal gain. She stresses the importance of staying consistent and continuously learning, recognizing that the business landscape constantly evolves and those who stop growing get left behind. Alice concludes her advice with a reality check that every aspiring entrepreneur needs to hear: "Entrepreneurship is not glamorous as it is portrayed but the rewards are great once you embrace the necessary principles."
The Legacy Continues
As Alice continues to build La Divine Events and to mentor the next generation of entrepreneurs, her story serves as a powerful reminder that entrepreneurship is about building legacies that empower others to pursue their own dreams. The entrepreneurial path may not be glamorous, but as Alice Ali demonstrates, it can be deeply meaningful and ultimately, it is what makes all the challenges worthwhile.
