Etalem is more than just a brand name; it’s a story of resilience, sacrifice, and the pursuit of dignity.

Etalem was an actual woman from Wollo (Northern part of Ethiopia)  who, in her quest for financial freedom, left her home and traveled to the Middle East to work as a domestic worker. Imagine the challenges she faced—navigating a foreign language, adjusting to that culture, enduring a different climate, and living far from her loved ones, all while working tirelessly in a job that often lacks recognition, let alone respect.

After years of hard work, Etalem returned to Ethiopia. But to her dismay, the money she had sent home was gone, spent by her family on daily living expenses. Despite her sacrifice, she came back to a reality where she had to start over. Unable to secure a job similar to what she had done abroad, she found herself seeking other options, even considering prostitution as a last resort.

We came across Etalem’s story a few years back, while researching the informal sector of domestic work and pink-collar jobs. It’s a sector fraught with challenges: women’s unemployment, migration, and the lack of support systems.

This story, among many others, inspired us to name Gooday Online's premium service after her. The name Etalem is more than a label; it’s a heartfelt promise and a tribute to the strength of women in domestic work. It symbolizes a commitment to ensure these women find dignity and respect in their work. Beyond that, “Etalem” is a term of endearment—“my dear sister”—a recognition of the women who dedicate their lives to serving our families, not as outsiders, but as cherished members of our homes.

Through Etalem, we are reshaping the perception towards domestic work by creating opportunities that ensure respect, fair standards, and fair compensation. These roles become not only dignified and empowering but also transformative for women who take pride in their hard work.

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Follow Etalem's journey on LinkedIn to learn more about our mission. Book a service today for a squeaky-clean home, world-class meals for your family, and a trusted companion for your child.