One actually wanted to talk to REWE saleswoman Semai Akale about diversity and the importance of skin colour. But for the Hessian with Eritrean roots, who has successfully managed a REWE store in Mainz since 2018, multiculturalism is "not really an issue at all". She herself goes her own way, undeterred. A conversation about how life with three brothers steels her for self-employment, how to mould career changers into senior managers - and how to get taciturn men to talk.
Mainz. A "city quarter" for upmarket living has been created at the former customs harbour, directly on the waterfront, with some condominiums and houses still under construction. At the entrance to a corner building, between the street and the water's edge, high ceiling, lots of window glass, emblazoned in red and large: REWE. And underneath, no less small: Semai Akale.
The REWE saleswoman, whose name is emblazoned on the expensive new building, waits in the entrance area. Braided braids bob over the shoulder pads of her bright red blazer. Red like the REWE logo, which she has been loyal to for almost 19 years. When she's not at a photo shoot, the 34-year-old prefers to wear inconspicuous jeans and a hoodie.
34 years old, 19 years at REWE, self-employed for 4 years: Businesswoman Semai Akale
As soon as you meet her at the entrance to the store, you notice two things about the daughter of an Eritrean mother, who was born in Höchst near Frankfurt: Her infectious, endearingly dark, bubbly laugh that breaks out at any time - and her keen eye for sloppiness. Whether an employee carelessly walks over a piece of paper on the floor or a shelf is not well stocked: she sees it, she criticises it, she fixes it. And once the problem has been solved, she laughs.
REWE Am Zollhafen has been her store for four years. A long-cherished dream that she realised with great determination - and with all the financial resources she had, says Semai Akale in an interview:
"I pooled all my money for my deposit and cancelled savings plans. It was quite enough, after that I was broke. But it wasn't a bad feeling for me because I know what it's like. My mum was a single parent with four children, we never had much money and I can make do with little things. So back then I thought to myself: 'What could possibly happen to you? In an emergency, you go back to your job and that's that...' But that probably won't happen. I'm very ambitious and it's been hard work up to this point.
I've wanted to be my own boss for a long time. I wanted to develop my own team, my own employees and retain them in the long term. Most of my people are career changers. At the time, there were only three months between leaving my old shop and setting up my new store. That's not a lot of time, so I said to myself: 'Semai, you hire everyone who applies'. Many of them didn't come from the retail sector, but I liked their attitude towards work. I conducted every interview personally and initially did and explained everything myself, because hardly anyone knew how retail works.
"13, 14 nationalities in the team": Akale with colleague Esra Yikin
During that time, I was running around the shop from morning to night and taught my current people everything until I realised that I was getting a little tired and sometimes was on the verge of falling asleep at the wheel on the way home. So it was clear: I had to see who in my team I could take by the hand and prepare for management tasks. I approached them and showed them what they could achieve with a certain level of commitment and drive. I am someone who keeps her word. I am also very direct. If I don't like something, I'll say so and still buy a coffee afterwards. Today I have around 55 employees, and I'm really proud of them. We hardly have any staff turnover among our permanent employees.
Personnel management is my job, I don't give it up. It's the only way I can find out how my people are doing. And I want to know how they are doing. I know my people very well and I'm there for every problem, no matter what. Whether it's with the youth welfare office, with alcohol or with finding a flat. I can only understand what's going on with them if they talk to me. And they do, even those who don't like to talk about their feelings. But they also come and talk. I can empathise with a lot of things because I have experienced and seen a lot in my own life. And I then try to find a solution to the problem. My favourite thing is when I can solve it, because then I can get it out of my head.
Talking is my main task as a boss. I'm successful with that, why should I change it? Of course, it's also work to know almost everything about almost every employee and to ask: 'How did the dog's operation go, how's your child ...? Conversely, my employees now also look after me. Sometimes they say: 'You look tired, boss, go home and get some rest, we'll manage here
My team is colourful, 13, 14 nationalities. But I don't care where someone comes from, whether they have a degree, whether they're gay. What matters to me is what kind of person they are. A good example is my drinks shop manager: he comes from Eritrea, just like my family. I met him by chance when everything here was still a building site and asked him: 'How long have you been here? Two years? And you already speak German that well?' I realised straight away that he was ambitious. So I invited him to apply for a job with me. He then worked as a salesman for two years and is now a senior manager.
For me, it's not really an issue that I'm a dark-skinned, self-employed woman with a migrant background - because I don't even make it an issue. I am often asked about it. But for me, it's simply a matter of course that I can do my job as a woman just as well as a man. I just do it.
You can't let yourself be belittled. I grew up with three brothers, which has certainly strengthened me. They're all very proud of me because I've come so far. For a long time, I was someone who was never very proud of herself. I had to learn that first. When I recently realised that I had achieved exactly what I had set out to do five years ago, I said to myself: 'Semai, now you can be proud of yourself too "
"Then nobody can do anything to you"
Semai Akale's tips for potential self-employed people: "It takes curiosity, ambition, perseverance - and belief in yourself. You should never hang your head if something doesn't work straight away. Work on your self-esteem and don't listen to negative voices. Then nobody can do anything to you."
"As an apprentice, you have a duty to collect"
"I've been working for REWE for almost 19 years now. I'm a loyal soul. I actually wanted to be a bank clerk, but despite good grades and lots of internships, I didn't get a chance. I think it was also due to the colour of my skin, as the counters tend to be white. At the time, I was working at REWE and my boss at the time suggested I do my apprenticeship with them: 'Come, do your apprenticeship with me and apply for a job at the bank on the side.' After about seven months, I decided to stay - and then I wanted to know everything. After work, I sat down with my boss in the office and asked, asked, asked. I must have got on his nerves, but as a trainee you have a duty to ask.
When he made me his holiday replacement while I was still a trainee, I realised how varied the job actually is. After shortening my training to two years, I worked as an assistant for three years, always at different locations, always new openings. At that time, I was also elected to the SAS Circle. I think it was mainly the women who voted for me. I was the youngest and at times the only woman, I was a member for six years. The experiences I had there were mega. During that time, I started to think about becoming self-employed.
A few years later, my current store was put out to tender and I really wanted it. When I got the contract, I was already scared and just thought: 'What have you done? Now you've had the big mouth, you have to go through with it'. But, as I said at the beginning, I had nothing to lose. "
Both German and English comments appear here.
You spur on your employees, you make difficult decisions. You support your colleagues, you are a real inspiration. Thank you boss.❤️ the best????
A wonderful contribution! And that's exactly how it is! A strong and smart woman. She knows what she's doing and strengthens her team both professionally and personally! Each individual is worth so much and that's what makes REWE am Zollhafen in Mainz! A strong and satisfied team with an even stronger management! So we can and will achieve everything together!
Super boss ????we are so proud of you ????is a really great report ❤️vielen Thanks also to Bettina Rees and Achim Bachhausen ????and see you next time ????
♥️ best boss we are proud of you, keep going ????????
Hello Semai, When I read your report, I immediately realised how many parallels there are to my Rewe store. I also have a location where an application doesn't come in every day. On the contrary, we are so far away from the urban centres that we have to give almost every applicant a chance and actively look for new employees. I see it the same way, it's the person who counts and not the school-leaving certificate, the background or how he lives his life.
I am impressed by your ambition and the way you manage your store. As a former district manager at REWE and now an experienced businessman, I can only encourage you to continue on this path! Success in your daily work will come if you give yourself the freedom to lead and manage and thus ensure the business results. If I am ever in the neighbourhood, I will be happy to visit you in your store. Kind regards Frank
Hello Semai, I really enjoyed reading your article - very interesting and entertaining... Your attitude to life and your career at REWE are very remarkable and show what is possible with an exemplary attitude to work, enjoyment of work, a good sense of how to deal with other people, perseverance and a lot of energy.
Your employees can consider themselves very lucky to work in your team. It's just a shame that your REWE store isn't around the corner from me; I would certainly be a regular customer...???? I can only say "hats off" and "congratulations" for what you have achieved so far. - keep it up... Super boss - great person - great woman...!!! Best regards Jürgen