Startup Story
Betelhem Abebe is the founder and creative director of ZEWD Design based in Ethiopia, a growing high street fashion brand. She studied electrical engineering at Addis Ababa University and also fashion design at SITAM Fashion and Design School in Addis Ababa to sharpen her skills in fashion design after having partially developed the ZEWD concept in her final year at the university.
LoA learned more about Betelhem Abebe and her enterprising fashion business and its design ethos this month.
What does your company do?
ZEWD design is a high street ready to wear men and women’s fashion brand that also carries leather accessories. Our brand is known for its high attention to detail. We are a slow fashion brand working towards sustainability and sustaining the African culture, while producing high quality clothes and accessories that are affordable.
“Amongst the many reasons that make our products special is the functionality and story behind the products that have set our brand apart.”
What inspired you to start your company?
The inspiration for my company came when I was shopping and could not find clothes to fit me, and even if I found clothes, they ended up not suiting my style choices. So with that, I started to make clothes using African fabrics and wearing them. The appreciation I got from people around me motivated me to start ZEWD and also process how many others might be going through what I was going through because sizes are very limited. As my vision kept being realized, ZEWD became a way to narrate an African story that is about striving for the best within us.
Why should anyone use your service or product?
Amongst the many reasons that make our products special is the functionality and story behind the products that have set our brand apart. Our team works hard when designing products to make sure the items are wearable and functional so our clients can wear them for different occasions in different styles.
“Our vision and future plans includes making our products available for purchase worldwide and expanding our production to different parts of the African continent.”
Tell us a little about your team
Our team consists of a creative director/ founder, two tailors, one person specializing in leathercrafts, one brand/ social media manager, and one sales person. Our team is always working on learning new skills and techniques to better the functionality and durability of our products.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
I have always been involved in the creative industry since high school where music, poetry, art, and fashion always gave me peace of mind. I never imagined then that the creative industry would allow me the freedom to work on my own schedule and create job opportunities too. Having studied Engineering and working in different part-time jobs at a young college student I knew then that I didn't want to work a 9-5 job. I wanted a career that I enjoyed. So before I graduated from university I drafted a business plan and went to look for investment. I landed a small business loan which allowed me to begin my entrepreneurial journey. In 2020 I opened my first shop in Kazanchis, Addis Ababa and started working full-time on the brand, knowing all my hard work goes into bettering myself as a person as well as my company.
“I love being an entrepreneur for a few reasons. One, the freedom of creating a business that fits my lifestyle is extremely gratifying. Two, I enjoy the sense of adventure.”
What are your future plans and aspirations for your company?
Our vision and future plans includes making our products available for purchase worldwide and expanding our production to different parts of the African continent. This would allow us to work with different artisans and expose us to more cultures and techniques that draw inspiration for our future collection of designs.
What gives you the most satisfaction being an entrepreneur?
I love being an entrepreneur for a few reasons. One, the freedom of creating a business that fits my lifestyle is extremely gratifying. Two, I enjoy the sense of adventure.
What's the biggest piece of advice you can give to other women looking to start-up?
Working smart is as important as working hard. Enjoy and celebrate the everyday wins. I would also say having discipline takes you a long way. Have passion, have a plan and most importantly be disciplined enough to execute.
Contact or follow ZEWD
FACEBOOK | INSTAGRAM | EMAIL Zewddesign@gmail.com
Why LoA loves it…
It is always exciting to see new local fashion brands emerging on the African continent, brands that are inspired by and celebrate local culture, textiles and craftsmanship. Betelhem Abebe represents a new generation of fashion entrepreneurs who are making their mark and harnessing the best of African creative inspiration, and winning over a growing customer fan base as a result. — Melanie Hawken, founder & ceo, Lionesses of Africa