Stiches Of Purpose In a man’s world

Her bachelor’s degree was supposed to be her golden ticket. But after months of job hunting, she found herself in limbo, caught between the demands of adulthood and the slow drift of hope.

Across Ghana, a growing number of young people are rewriting the rules of survival, pushing beyond unemployment and traditional expectations. Among them is Jackline Osman, a 25-year-old political science graduate who is redefining youth employment and women’s empowerment through the art of shoemaking. As a skilled artisan and founder of a vibrant shoe brand, Jackline offers a compelling narrative of how deliberate commitment to skill, grit, and creativity can redefine one’s path in the face of uncertainty.

Jackline Osman is a shoemaker and social entrepreneur. A political science graduate from the University of Ghana, she is the founder of Winona, a handmade footwear brand based in Amrahia, Accra. She was recently featured on the Unsung Heroine initiative by Vice Versa Media for her inspiring work in a male-dominated industry.
Watch her story here:      

A Childhood Shaped by Craft and Community

Jackline was born and raised in Techiman in the Bono Region. She was raised in a family of artisans where creativity was not a luxury but a livelihood. Surrounded by siblings who worked with their hands, she was subtly nurtured in the ethos of craftsmanship.

“I used to watch my siblings work with so much focus. They were always using their hands to create something, and I was just drawn to it. Even though I was in school, I did still find time to braid or try my hand at small craftwork.”

As a young girl, she would braid hair and dabble in crafts, but her academic ambitions always took precedence. She moved from Techiman to Tamale Senior High School, and later to the University of Ghana, Legon, where she pursued political science and graduated in 2022. Jackline, like many of her peers, hoped to finish school, find a stable job, and gradually build a career. Unfortunately, after her national service this dream was truncated. Like many graduates, she found herself jobless in Accra, unsure of how to support herself or even feed consistently.

Jackline Osman in the middle with her family during her graduation

The Turning Point

With job applications unanswered and bills piling up, Jackline remembered her old skill. She had learned the basics of shoemaking during school and refined it during her national service. This hobby was now a possible lifeline.

“I told myself; ‘I have the skill, what am I waiting for?’” she recalls.

She phoned her mother in Techiman and shared her idea. Without hesitation, her mother sprang into action, commissioning a wooden table and sent it down to Accra. That table, simple as it was, marked the official beginning of Jackline’s shoemaking journey. She started in a small corner of Amrahia in Accra, working in an open space with no shelter.

“Several times, I was beaten by rain. I am compelled to pack up my shoes and hide them underneath the table while I found a place for safety” she said laughing.

But even through these challenges, she kept persevering. She initially began repairing old shoes, then slowly started making new ones on demand. With time, word spread and friends began to order.

The Birth of ‘Winona’: A Brand Rooted in Love

In 2023, Jackline launched her official footwear brand. She named it Winona, a blend of her sister’s names Wynonya and Edna.

“She’s been everything to me. I wanted the brand to carry the spirit of the one who believe-d in me the most” Jackline explained.

Today, Jackline’s shoe enterprise stands as a symbol of identity and intentionality. Jackline designs and handcrafts sandals, slippers, and Birkenstock-style footwear from scratch. Using locally sourced leather and materials, she meets a range of demands from daily wear to wedding footwear for bridal parties. Her first big order came from a university friend who asked her to create customized sandals for bridesmaids, a turning point that gave her both validation and visibility.

The products she creates now are both art and necessity. With prices between GHS 150 and GHS 200, Jackline’s shoes are affordable for many while maintaining high quality and durability. But for Jackline, each pair sold extends beyond income, it’s a step forward in her larger mission to inspire and uplift.

Disrupting Gender Norms in a Male-Dominated Craft

In Ghana, shoemaking is still widely regarded as a man’s trade. By stepping into this space, Jackline Osman has become a powerful symbol of possibility for young women, even as she faces skepticism.

“People would stop and stare. They would ask, ‘Are you really the shoemaker?’ Some would even call me brave; others would just laugh.” she says.

However, this initial doubt has evolved into respect. Today, Jackline has become known in her community not just for her talent but for her tenacity. With increased patronage and growing brand awareness, Jackline eventually moved from her roadside table to a small container shop and is planning to relocate to a larger, fully equipped shop.

Her goal now is to acquire better machinery, increase production, and employ more people, particularly women. She wants to be an example for girls who might be hesitant to enter non-traditional fields, and proof that success is not limited by gender, background, or even academic training.

Osborne Paintsil her apprentice

Mentoring the Next Generation

Perhaps the most powerful aspect of Jackline’s journey is her commitment to lifting others as she climbs. She is already mentoring her first apprentice, Osborne Paintsil, who discovered her through a TikTok video.

“He saw my work online and just came. He’s been learning with me for four months now, and he’s really good.” she says.

For Jackline, teaching is a duty and a way of honoring those who poured into her. She currently trains out of her small workshop and has expressed a desire to mentor more youth, especially women.

“If anyone wants to learn, I’m here. I was taught, so I must teach,” she says.

In the future, she envisions launching a formal training program under the business brand, equipping youth with the practical skills to build their own businesses and livelihoods.

The Real Cost of Starting Small

Despite her steady rise, Jackline’s story is filled with the hard realities of entrepreneurship in Ghana. Access to financing, quality materials, and a reliable power supply remain constant hurdles. Even now, as she scales her operations, she does so with careful budgeting and limited resources. Yet, these challenges have never held her back.

“You have to understand that nobody is coming to save you. You have to rise, even when it’s uncomfortable. God gives you the dream, but it’s your job to act.” She asserted.

Looking Ahead: From Side-Street Table to National Brand

In five-year, Jackline dreams of owning land and opening a fully functional business production facility, with machines, staff, and dedicated training centers. She wants to build branches across the country and eventually expand into West African markets. Beyond business growth, she is determined to be part of a new wave of vocational education, one that respects both technical skills and entrepreneurial vision.

“I want to show people that your degree doesn’t define your destiny. You can create your own lane,” she says.

For a generation grappling with unemployment, Jackline’s journey is a wave of hope. It proves that practical skills are just as valid and valuable as university degrees when combined with determination and strategy.

Conclusion: The Unsung Heroine of Amrahia

Jackline Osman may not make the headlines every day, but in Amrahia and beyond, she is quietly making history. Her story is one of transformation, unsung yet heroic in all sense. She is teaching, mentoring, creating, and challenging societal norms all through the unassuming power of shoemaking.

At Vice Versa Media Ghana, we believe in amplifying stories like Jackline’s, stories that reflect determination, ingenuity, and a commitment to creating change from the ground up. Through our flagship initiative, Unsung Heroine, we are committed to offering individuals like Jackline access to resources, visibility, and support that can help them grow, thrive, and inspire even more lives.

You can be part of this journey. The smallest act of kindness often carries the greatest impact. Support the Unsung Heroine Project today; whether through cash donations, tools, training support, or materials. No contribution is too small to make a difference.

To support Jackline and others like her:

Call us at: 020 849 9223 / 030 396 2742
Send Mobile Money donations to: 027 727 1838
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Account Name: Vice Versa Media Ghana
Bank: First National Bank
Account Number: 102100549400194001

Together, we can help secure a stronger future for Ghana’s unsung heroines.