Born and raised in Zenebework,Addis-Ababa, Ethiopia. As a child, she discovered that people of her
community were living in abject squalor because there were very few jobs
available.
While most of the locals were unemployed,
Bethlehem discovered that several of them possessed remarkable artisan
skills which remained largely unexploited. This observation drove her to
brainstorm on ways through which she could transform the skills of her
community members into a sustainable enterprise that could generate
livelihoods for them, and create wealth over the long term.
By
2004, armed with startup capital sourced from her husband and members
of her immediate family, Bethlehem mobilised artistically-gifted members
of her community and founded SoleRebels which has become one of
Africa’s most recognisable footwear manufacturers.
Basically,
SoleRebels produces footwear locally that often features a strong
infusion of ancient Ethiopian culture with subtle undertones of modern,
western design influences. Practically, all SoleRebels shoes are
redesigns and reimaginations of the famous Selate and Barabasso shoe, a
traditional recycled tire sole shoe which has been worn by Ethiopians
for a very long time. The Selate and Barabasso shoe was famously worn by
Ethiopian rebel fighters who vehemently opposed western forces from
colonizing the country. As matter of fact, that’s where the name
‘soleRebels’ emerged from.
SoleRebels manufactures comfy sandals,
slip-ons and lace-up shoes hand-crafted from recycled, weather-beaten
tires and an assortment of locally-sourced natural fiber ingredients
such as the ancient Koba plant (an indigenous plant which has been
cultivated in Ethiopia for over several thousand years) and organic
Abyssinian jute fiber which are used mainly in creating the mid-soles of
SoleRebels shoes.
By blending this ancient recycling
tradition with contemporary, western-influenced, hip shoe designs,
SoleRebels has built a successful footwear brand utilizing a production
process that is zero carbon production and very eco-sensitive. All of
SoleRebels shoes are hand-crafted by Bethlehem’s staff of over 100
people strictly using Ethiopian craft practices such as hand-spun
organic cotton and artisan hand-loomed fabric. And the company sources
all of its raw materials locally.
Today, shoes under the
SoleRebels brand are sold in over 30 countries around the world and
through various e-commerce sites like Amazon and Endless.
SoleRebels
has become a hugely successful, sustainable, truly world-class
enterprise. The company takes in at least $1 million in annual revenue
and was among the top 5 finalists of the 2011 edition of the prestigious
Legatum Africa Awards For Entrepreneurship. One of the criteria for the
finalists was that their companies had proven annual revenues of $1
million – $15 million.
Bethlehem has earned significant
international recognition for her work at SoleRebels and is now one of
Africa’s most recognisable female entrepreneurs. Early last year, she
was selected as a Young Global Leader by the World Economic Forum. In
June she won the award of ‘Most Outstanding Businesswoman’ at the annual
African Business Awards organised by African Business Magazine, and in
November, she was named the ‘Most Valuable Entrepreneur’ at the 2011
Global Entrepreneurship Week (GEW).
A lady of grandiose
ambitions, Bethlehem is relentlessly pursuing her dream of building an
international footwear brand right from the heart of Ethiopia. And she’s
making significant progress. SoleRebels has opened up a retail outlet
in Taiwan and has franchise proposals for Canada, Italy, Australia,
Israel, Spain, Japan and the United States among other countries.
Speaking
on the company, Bethlehem estimated that revenues from Sole Rebels
retail operations will hit the $10 million mark by 2016. Considering the
exceptional success she’s achieved in less than 8 years, Bethlehem
will probably exceed her estimations.