My driving passions as an entrepreneur are always about sharing Ethiopian cultures with the world and finding exciting ways to keep these cultures vi… - Bethlehem Tilahun Alemu

are sharing Ethiopian cultures with the world and finding exciting ways to keep these cultures vibrant and fully relevant.

Since we are a fair trade organisation people want to buy fair trade shoes from us but they want to buy at cheap prices. That I don't understand. I know that running a business is not that easy and there is always a threat, there is always a risk that we are going to take, but I love it.

I like to visualise my goals in my own private space. I try and make it as real as possible so it is almost tangible to me. That gives these goals an immediacy and realness both for me and for my team that allows people to really chase that idea or goal in a visceral way.

This gave me a good knowledge of the industry, which was extremely useful in terms of setting up the company and making it grow,