FROM MIGRANT PETTY TRADERS TO WEALTHY MERCHANTS: THE RISING STATUS OF THE SERAHULE ETHNIC GROUP OF THE GAMBIA, WEST AFRICA

The Serahule ethnic group of The Gambia has been very enterprising and this has played out in their metamorphosis from petty traders to wealthy merchants across the country and beyond. There is no doubt that the Serahule entrepreneurs play vital roles in the growth of The Gambia’s economy as it has facilitated improved standard of living of the people at both rural and urban settings. This paper examines how the Serahule ethnic group of The Gambia transformed from petty traders to wealthy merchants over time and space and their achievements in the economic trajectory of The Gambia. The study used both primary and secondary sources for gathering reliable data and information. The primary sources of data include the personal interview administered to the Serahule business moguls in and around the Greater Banjul Area (GBA) and the secondary sources include textbooks, journal and internet. In analyzing the data, qualitative critical analysis tools were used. The study revealed that the Serahule entrepreneurial skills and traits have been largely responsible for their uncommon transition from petty traders to wealthy merchants. The authors submit here that future business magnates will be those who venture and ignore the risk factors that transcend their borders.