Nadia Haddaoui (left) and Karijn Bonne (right) coach female entrepreneurs towards more structure and growth during their journey at Zuidpark. © WBA
On a sunny afternoon in Antwerp's Zuidpark, at the table of marketing agency Web Brand Art (WBA), coffee and ambition flow freely. Here, where strategy and creativity converge, entrepreneur Nadia Haddaoui (39) and expert Karijn Bonne (47) bare their souls. Their mission? To not only give female entrepreneurs a nudge in the right direction, but to strategically equip them for the real world. “We don't let them go after just one session.”
Anyone who sees Nadia and Karijn at the table together immediately feels the spark between them. Yet their dynamic is different from what stereotypes might suggest. Nadia, a driven entrepreneur with Moroccan roots, grew up amongst nuns at a Catholic school. Karijn, a blonde Belgian researcher, is so closely connected to the Moroccan community that her children jokingly call her the ‘Mocro mama’.
“People often expect the opposite from the two of us,” laughs Nadia, taking a sip of coffee. “But it’s precisely that contrast that makes our collaboration so powerful,” Karijn adds. “We bring two worlds together: I bring the academic depth, the figures, and the reflection, while Nadia takes care of the hard practice, the marketing strategy, and business growth. It’s a mix of research and action you won’t find anywhere else.”
As a researcher and expert in entrepreneurship, Karijn Bonne brings the necessary academic depth and reflection to the process. © WBA
For Nadia, this journey — which is a central part of her WBA Academy — is a personal mission. As we look out over the park, she explains how for years she saw entrepreneurs getting bogged down in chaos. At the end of 2023, she decided to make a complete change of direction. “I thought: why should I always make someone else stronger when I should be making myself stronger? As an ambitious woman, you sometimes hit walls. So I decided: I'm going to follow my own rules.”
Karijn nods in agreement. She recognises these walls from her 26 years of research in higher education. As far back as 2000, she investigated the behaviour of Moroccan consumers during Ramadan – a topic that was completely ignored in the Belgian marketing world at the time. “Back then, it was almost non-existent here,” says Karijn. “Today, you see Ramadan promotions at Kruidvat and Albert Heijn. That shows there's progress, but themes around inclusion and representation remained underexposed for years. Entrepreneurs are only now understanding that diverse target groups also have different needs.”
Nadia Haddaoui is a driven entrepreneur and marketing strategist who, with her Web Brand Art Academy, helps women elevate their businesses with a sharp strategy and the right structure. © WBA
The duo notices there's an abundance of ‘nice chats’, but a lack of real follow-through. “A lot of women leave a workshop feeling inspired for a while,” says Nadia. “But the next day, they’re back to unanswered emails and clients. Then the strategy gets put aside again.”
In my research, I see that women often experience multiple layers of thresholds. They are women, mothers, sometimes have migration roots. That makes the path to success different.
Karijn adds: “In my research, I see that women often experience multiple layers of barriers. They are women, mothers, sometimes with roots in migration. This makes the path to success different. We don't just want to inspire them, but help them to translate those insights into concrete growth. We want to ensure they aren't let go.”
Nadia Haddaoui is a driven entrepreneur and marketing strategist who, with her Web Brand Art Academy, helps women elevate their businesses with a sharp strategy and the right structure. © WBA
Within the Academy, the pathway Empower & Connect The place where not only the company, but also the entrepreneur is worked on. It doesn't start with a business plan, but with the question: who are you? Karijn explains: “What are your strengths and values? What history do you bring? Only then do aspects like pricing and marketing follow.”
The first workshop at Zuidpark felt like a revelation for many. “A number of women said it felt like coming home,” says Karijn with audible passion. “Some women wearing headscarves are often the only ones in other spaces. Then you always feel like you have to adapt. Here, they could just be themselves.” That commitment is also personal for Karijn: she regularly gives information sessions in mosques and youth centres. “If I can lower a barrier for girls and women somewhere, I'm happy to do it.”
Marketing strategist Nadia Haddaoui in her element: she translates big dreams into a clear strategy, so that female entrepreneurs not only feel inspired, but also truly grow. © WBA
The ambitions now reach far beyond Antwerp. In 2027, the programme will expand with extra sessions on pitching and networking, and a ‘Marrakesh Experience’ is planned. “That won’t just be a retreat,” says Karijn resolutely. “We want to connect female entrepreneurs from here with entrepreneurs from there. Their reality is different, sometimes harder, sometimes just inspiring. By bringing those worlds together, you broaden your perspective.”
As the sun slowly sets over South Park, Nadia decides: “There's plenty of talent.” Karijn nods: “But sometimes someone just needs to help you make that talent strategically visible to the world. That's what we do here.”
The ambitions now reach far beyond Antwerp. In 2027, the programme will expand with extra sessions on pitching and networking, and a ‘Marrakesh Experience’ is planned. © WBA
Anyone who wants to get started themselves after reading this story doesn't have to wait long, but must decide quickly. The next workshop from Empower & Connect This is because it's already taking place on 31 May. It's the last chance before the summer break, as the next sessions aren't scheduled again until September. Nadia and Karijn hope to welcome some new faces to their table on this day. “It's the ideal time to head into summer with a sharp focus and a concrete plan,” they say enthusiastically.
A single workshop costs 69 euros (including networking event). Waiting lists for the in-depth marketing focus days and the trip to Marrakech in 2027 have now opened via the WBA Academy.
Sign up here https://www.webbrandart.be/empower-connect-women-only-editie/
“What are your strengths and values? What history do you bring with you? Only after that do things like pricing and marketing follow.” © WBA
HLN article: https://www.hln.be/antwerpen/van-zuidpark-tot-marrakesh-nadia-39-en-karijn-47-willen-vrouwen-in-business-eindelijk-zichtbaar-maken~a5dfd1fb/?cb=ca40721a-5b61-4d24-b8f8-d09a4e4ed57a&auth_rd=1