At 51, Iliana Ikaniliwalala is not just a name in the bustling markets of Labasa; she is a story of resilience, determination and triumph over adversity.
Originally from Waitoga, Nairai, Lomaiviti, Iliana’s journey into entrepreneurship began unexpectedly during a visit to Labasa. What started as a temporary endeavour to sell fish became a calling, one that would change her life and the lives of those around her.
Iliana’s move to Labasa with her husband, Ioane Latianara, was initially driven by their children’s education. Ioane, hailing from Taveuni, supported her decision when she discovered her passion for fish vending in 2011.
At that time, her younger sister, Susana Duguci, had already established a stall.
Inspired by her sister’s success and the realization that she wanted to help her family, Iliana decided to start selling fish too. What started as a short trial became a lifelong commitment after she experienced the joy of running her own business.
The path wasn’t always smooth. In 2015, Iliana acquired her own table in the Labasa market after an elderly man sold his stall to her for $300.
Until then, she had been sharing her sister’s space. Like many budding entrepreneurs, Iliana faced challenges, especially with fierce competition and the complexities of running a business with no prior experience.
But what set Iliana apart was her unwavering determination to learn and grow.
Through the Fiji THRIVE program jointly designed by BSP and the Australian Business Volunteers, Iliana gained essential skills in customer service, cash flow management, and savings that she wishes she had learned earlier in her journey.
“If I had been doing this for years, I would have made so much more money,” she says, reflecting on how valuable the lessons were. Iliana’s business, aptly named Iliana Enterprise, offers a range of locally sourced fish, including ulavi, kabatia, and sabutu.
She buys her products from the hardworking fishermen of Naduri, ensuring that her business supports the local community and economy.
Despite the challenges, she managed to expand her business in 2017 to open Stall No.8 at Suva’s Bayley Bridge fish market.
As a woman in business, Iliana understands the unique pressures of balancing work with family responsibilities.
She is a proud mother of five children, ranging from 18 to 30 years old, and she also has a grandchild.
Iliana’s strength and perseverance are what guide her in running her business while also maintaining a nurturing role within her family.
Her long-term goal is to continue expanding Iliana Enterprise. Sustainability and quality are at the core of her business model and she sees her success as a way to empower other women in the community.
“Start a business only if it’s in your gut,” she advises. “You have to make up your mind because whatever you set out to do will benefit your children, family and your community”.
Iliana’s story is one of passion and perseverance.
From humble beginnings to a thriving fish vending business, she has shown that with determination, anyone can succeed.
Source: BSP Financial Group Limited
