By Sainabou Sambou
In the bustling heart of The Gambia, Mam Binta Njie is redefining what it means to chase a dream. By day, she’s an IT and billing officer at QCell, a leading telecom company. By night, she’s the visionary behind Wrapped, a creative brand transforming resin into vibrant jewelry, kitchenware, and keepsakes that capture the spirit of a new generation of Gambian entrepreneurs.
A computer science graduate from the University of The Gambia, Mam Binta stumbled upon her calling through a serendipitous TikTok scroll. “I saw someone making resin kitchenware, and it sparked something in me,” she recalls. “I kept watching, learning, and eventually decided to try it myself. I fell in love instantly.” What began as a curious experiment has blossomed into Wrapped, an online gift shop turned creative brand, showcasing bold, handcrafted pieces that radiate personality.
Mam Binta Njie
Mam Binta’s creative process is as fluid as the resin she molds. “I don’t follow strict rules,” she says. “I play with colors, textures, and shapes to create pieces that stand out and speak for themselves.” Her designs—bangles, souvenirs, and home décor—carry a confidence that resonates with her growing clientele, largely discovered through TikTok, where she shares her craft and builds a tight-knit community.
Yet, her journey hasn’t been without hurdles. Resin art, a niche craft in The Gambia, comes with challenges like costly imported materials and delayed shipments. “The supplies aren’t easy to get here, and the market is still warming up to resin art,” she admits. Despite a demanding day job, Mam Binta finds solace in her craft. “Even when I’m drained, I sit at my desk, mix resin, and create. It’s my peace and purpose.”
Mam Binta is part of a rising wave of Gambian youth blending formal careers with creative ventures. The Gambia Bureau of Statistics’ 2020–21 SDGs Survey reveals that 54.3% of youth aged 15–24 are enrolled in vocational or skills-based programs, while 10.5% face unemployment, pushing many toward entrepreneurship. The Gambia Labour Force Survey 2018 notes that 42% of employed youth engage in informal or self-employment, including crafts like resin art, often alongside traditional jobs.
This trend is bolstered by government initiatives like the TVET Policy (2021–2030), which aims to enhance technical and vocational training, and programs like the Youth Empowerment Project (YEP) and International Organization for Migration (IOM) initiatives, offering startup tools and training. The Ministry of Higher Education, Research, Science and Technology’s 2021–2025 Strategic Plan emphasizes “demand-driven skills training,” positioning creative trades as vital to national development.
Social media, particularly TikTok, has been a game-changer for Mam Binta. “It’s where I discovered resin art and now where most of my customers find me,” she says. Her online presence markets her products and inspires other creatives, fostering a community of innovation.
Mam Binta’s story carries a powerful message for Gambian youth. “Don’t wait for permission to be creative,” she urges. “If something excites you, start. Experiment. Keep showing up. Your creativity has value.” Her journey from a TikTok spark to a thriving brand embodies the resilience and ambition of young Gambians breaking free from traditional career paths.
As The Gambia invests in skills development and youth empowerment, Mam Binta Njie stands as a beacon of possibility. Her work with Wrapped proves that with passion, persistence, and a touch of courage, curiosity can shape a future where creativity drives progress—one bold resin creation at a time.
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