I studied African Studies and sustainability. I have a massive crush on marketing. So there's this story about about an African woman using digital strategy to build a sustainable brand that I just love.
I'm talking about Ethiopia's, Bethlehem Tilahun Alemu. She’s not just any entrepreneur and founder of SoleRebels.
To me, she’s a trailblazer in the digital world and a total boss when it comes to blending tradition with modern hustle.
Back in 2005, Bethlehem kicked off SoleRebels, a footwear brand that’s all about rocking eco-friendly vibes and showcasing Ethiopia’s rich artisan culture.
I'm a big sucker for Amharic culture by the way even though I specialized in Swahili and grew up in Kenya.
Anyway...
Here’s the cool twist, Bethlehem turned the digital world into her global showroom!
She saw the potential of the internet way before it was the in-thing in Africa. She harnessed the power of social media and e-commerce to put SoleRebels on the world map. We’re talking about selling traditionally crafted, sustainable shoes from Ethiopia to customers all around the globe.
How awesome is that?
Her strategy?
It wasn’t just about selling shoes.
Yeah...so...
It was about telling a story that resonated with people everywhere. A tale of sustainability, ethical fashion, and the spirit of Ethiopian craftsmanship. She used her online platforms to connect, engage, and build a community that loved what SoleRebels stood for.
This move was genius! The added value came through the storytelling.
And then, Bethlehem didn’t just create a brand, she sparked a movement.
She showed the world that African entrepreneurs can rock the digital stage and make a global impact. SoleRebels became one of the first African brands to make serious waves internationally, all thanks to the magic of digital media.
Here are seven impressive things about SoleRebel that had me saying, what? Whaaaat? Whaaaaaaat?
Here you go...
Global Reach: SoleRebels has expanded its market presence to over 30 countries worldwide, illustrating its significant global footprint.
Sales Figures: While specific annual sales figures vary, SoleRebels has been reported to generate millions of dollars in revenue. For instance, in earlier years, reports suggested that the company was on track to make $10 million in sales by 2016.
Employment Impact: The company has been pivotal in job creation, employing over 100 people in Ethiopia, which is significant given the country's economic context. This workforce is primarily composed of local artisans, highlighting the company's commitment to community development.
Retail Expansion: SoleRebels has expanded from an online-only model to physical retail stores in various locations, including Silicon Valley, Singapore, Japan, and elsewhere, showcasing its growing brand recognition and consumer demand.
E-Commerce Success: The brand's e-commerce platform has been a major success factor, allowing it to tap into international markets effectively. The online sales strategy has been a key component of its global expansion.
Environmental Impact: SoleRebels is recognized as the world’s first fair trade green footwear company. Its commitment to using sustainable materials like recycled tires and organic cotton has set a benchmark for environmental responsibility in the fashion industry.
Recognition and Awards: Bethlehem Tilahun Alemu has received numerous accolades for her work with SoleRebels, including being named one of Forbes’ "World’s 100 Most Powerful Women" and a "Young Global Leader" by the World Economic Forum.
Bethlehem’s journey is a vivid reminder for all of us in the digital space:
Stay curious, stay driven, and you can turn local flavors into global trends.
She’s living proof that when you mix traditional roots with a dash of digital savvy, you can take the world by storm! So, here’s to being endlessly curious and relentlessly driven, just like Bethlehem.
Let’s keep exploring and pushing boundaries in this wild, wonderful digital universe!
Oh and by the way... I still don't own a pair of SoleRebels and Xmas is just around the corner...