Bethlehem Tilahun Alemu is a name synonymous with innovation, sustainability, and African entrepreneurship. As the founder of soleRebels, Africa’s fastest-growing footwear brand, she has not only redefined the Ethiopian artisan industry but also established herself as a leading figure in global sustainable business practices.
Early Life and Education
Born in 1980 in the Zenebework area of Addis Ababa, Ethiopia, Bethlehem grew up in a working-class family. Her parents worked as an electrician and a hospital worker, and she attended local public schools before earning a degree in accounting from Unity University in 2004. From an early age, she recognized the untapped potential in Ethiopian craftsmanship and saw an opportunity to create jobs through sustainable business practices.
The Birth of soleRebels
In 2005, driven by a vision to leverage Ethiopia’s rich artisan heritage, Bethlehem founded soleRebels. The company takes inspiration from the traditional “selate” shoes worn by Ethiopian rebels in the past, incorporating modern designs with eco-friendly production techniques. The shoes are handcrafted using locally sourced, sustainable materials such as recycled car tires, organic cotton, and hand-woven fabrics.
soleRebels stands out for its ethical business model, where artisans are paid three to four times the industry average, ensuring fair wages and economic empowerment for local workers. The company has grown into an internationally recognized brand with retail stores in over 20 countries, including the United States, Japan, Singapore, and Switzerland.
Expanding Beyond soleRebels
Bethlehem’s entrepreneurial journey did not stop at footwear. She launched The Republic of Leather in 2014, a sustainable luxury leather goods brand focused on customized production and ethical sourcing. In 2017, she introduced Garden of Coffee, an initiative aimed at promoting Ethiopian coffee culture through specialty retail outlets. By working directly with Ethiopian farmers, Garden of Coffee ensures quality while supporting the country’s vital coffee industry.
Challenges and Overcoming Barriers
As a female entrepreneur in a male-dominated industry, Bethlehem faced several challenges, including raising capital and gaining recognition for her brand on an international scale. However, her dedication and strategic approach helped her break through these barriers. She used digital marketing, social media, and e-commerce to expand soleRebels globally, proving that African businesses could compete in the global market.
Global Recognition and Achievements
Bethlehem’s impact on the business world has earned her numerous accolades, including:
- Named a Young Global Leader by the World Economic Forum in 2011.
- Featured in Forbes’ “20 Youngest Power Women in Africa” in 2011.
- Included in CNN’s “12 Female Entrepreneurs Who Changed the Way We Do Business” in 2014.
- Recognized as one of Fast Company’s Most Creative People in Business.
- Became the first African woman to launch a global footwear brand from Ethiopia.
Bethlehem’s Business Philosophy
Bethlehem firmly believes in “trade, not aid.” Her vision challenges the common narrative of Africa as a continent reliant on foreign aid. Instead, she advocates for sustainable entrepreneurship as a tool for economic empowerment, proving that local businesses can scale globally while maintaining ethical and environmentally friendly practices.
She has also been vocal about changing the perception of African businesses, urging investors and consumers to view Africa not just as a place of poverty but as a land of opportunity, creativity, and innovation.
Future Vision and Legacy
Bethlehem continues to expand her influence in sustainable business, with plans to open more soleRebels retail stores worldwide. She also remains committed to mentoring young entrepreneurs and promoting sustainable business models in Africa.
Her story is not just about building a successful company; it is about revolutionizing the way the world sees African craftsmanship, creating employment opportunities, and inspiring a new generation of entrepreneurs.
Bethlehem Tilahun Alemu’s Social Media and Contact
- LinkedIn: Bethlehem Tilahun Alemu
- Twitter: @BethlehemAlemu
- Instagram: @bethlehem_tilahun_alemu
- Facebook: Bethlehem Tilahun Alemu
- Website: soleRebels
Bethlehem Tilahun Alemu is a true example of how passion, innovation, and determination can transform not just an industry but an entire continent’s economic landscape. Her journey serves as an inspiration for entrepreneurs worldwide, proving that business can be a powerful force for positive change.
