Lessons from Bethlehem Tilahun Alemu: Using the Old to Create the New

Africa has a rich history of entrepreneurship, with innovators who have built global brands while staying rooted in their local cultures. In this blog post, we will discover lessons from one of such entrepreneurs, Bethlehem Tilahun Alemu, the CEO and Founder of SoleRebels, a footwear brand that has transformed Ethiopian artisan craftsmanship into a globally recognised sustainable business.

Her story is a powerful example of how using traditional knowledge and resources can drive innovation and economic success. In an interview with NdaniTV in 2017, she said,

“I started SoleRebels because I knew I had to start something.”

Bethlehem Tilahun Alemu’s journey proves that you don’t need a fully formed vision to start—just take the first step!

Lessons from Bethlehem Tilahun Alemu for African Entrepreneurs

Here are the top lessons from Bethlehem Tilahun Alemu that African entrepreneurs can apply to build thriving businesses:

1. Identifying and Leveraging Local Resources

Bethlehem Tilahun Alemu grew up in Zenabwork, Ethiopia, a community with a long tradition of skilled artisan shoemaking. Despite the economic struggles, she saw an opportunity rather than a limitation.

Entrepreneurs should look within their communities to identify untapped resources. A business doesn’t have to rely on external solutions—it can use local expertise and materials to create something valuable. By embracing her community’s shoemaking skills, Bethlehem built a brand rooted in authenticity and heritage.

2. Sustainability as a Business Advantage

SoleRebels is more than just a footwear brand—it is one of the world’s leading eco-friendly shoe companies. Bethlehem used:

• Recycled car tyres for soles

• Organic cotton

• Hand-spun fabrics

Sustainable businesses are not just good for the environment—they can also be highly profitable. Today’s consumers, especially in global markets, value eco-conscious brands and are willing to support them.

African entrepreneurs can integrate recycling, upcycling, and traditional craftsmanship to create high-quality, marketable products.

3. Branding and Storytelling for Global Appeal

One of the biggest lessons from Bethlehem Tilahun Alemu is the power of branding and storytelling. She positioned SoleRebels as a brand that:

• Combines Ethiopian craftsmanship with modern style

• Prioritises fair wages and sustainability

• Tells a compelling brand story

A strong brand story can make a product stand out in a crowded market. Entrepreneurs should focus on what makes their brand unique and communicate it effectively. Authenticity and purpose attract loyal customers and create a lasting impact.

4. Embracing E-Commerce for Global Expansion

Bethlehem understood the power of the internet early on. Instead of relying only on physical stores, she used e-commerce to take SoleRebels beyond Ethiopia. Today, the brand sells in over 30 countries, including the US, UK, and Japan, through:

• Amazon

• eBay

• SoleRebels’ own website

African entrepreneurs can break geographical barriers by leveraging e-commerce. A business should invest in a strong online presence, including:

• A user-friendly website

• Social media marketing

• Digital sales strategies

5. Creating Social and Economic Impact

Beyond building a successful brand, Bethlehem is deeply committed to empowering her community. SoleRebels provides:

• Fair wages

• Safe working conditions

• Sustainable employment for local artisans

This proves that a business can be profitable and socially responsible. Entrepreneurs should aim to uplift their communities, not just generate revenue. Fair wages and good working conditions create long-term loyalty and productivity among employees.

Conclusion on Lessons from Bethlehem Tilahun Alemu

Bethlehem Tilahun Alemu’s journey with SoleRebels is an inspiring example of using the old to create the new. She took Ethiopia’s rich artisan heritage, merged it with sustainability and modern branding, and built a globally successful business.

For aspiring African entrepreneurs, the key lessons from Bethlehem Tilahun Alemu are:

• Leverage local resources and traditions to create unique products.

• Embrace sustainability as a business advantage.

• Use branding and storytelling to build a strong identity.

• Harness the power of e-commerce for global reach.

• Ensure social impact by creating fair employment opportunities.

Remember, everything around you is a business idea! Apply these lessons from Bethlehem Tilahun Alemu and build businesses that are globally competitive, economically impactful, and deeply rooted in culture—just like SoleRebels.