Bethlehem Tilahun Alemu has broken every popular perception of Ethiopi

The Adams Pavilion, a dusty shopping centre selling aromatic oils, kitschy cushions and costumes in the noisy Sar Bet area of Addis Ababa, is hardly the setting for a flagship shop selling high-value branded shoes to 16 stores around the world, from Singapore to Switzerland to Silicon Valley.

Yet, that is where it all started – from a single outlet in Ethiopia.

Above the din of traffic outside, the diminutive Bethlehem Tilahun Alemu, in jeans, a white T-shirt and blue blazer, her hair coiffed into a careless bun, is retelling the genesis of her hugely successful business, soleRebels, ten years ago.

* * *

Alemu is also launching in September a new coffee brand, Garden Of Coffee, “hand-roasted by traditional Ethiopian coffee artisans”.

US	UK	EU	CM
4	2	35	21.5
4.5	2.5	35.5	22
5	3	36	22.5
5.5	3.5	36.5	23
6	4	37	23.5
6.5	4.5	37.5	24
7	5	38	24.5
7.5	5.5	38.5	25
8	6	39	25.5
8.5	6.5	39.5	26
9	7	40	26.5
9.5	7.5	40.5	27
10	8	41	27.5
10.5	8.5	41.5	28
11	9	42	28.5
11.5	9.5	42.5	29
12	10	43	29.5
12.5	10.5	43.5	30
13	11	44	30.5
13.5	11.5	44.5	31
14	12	45	31.5
14.5	12.5	45.5	32
15	13	46	32.5

US	UK	EU	CM
6	5	39	24.5
6.5	5.5	39.5	25
7	6	40	25.5
7.5	6.5	40.5	26
8	7	41	26.5
8.5	7.5	41.5	27
9	8	42	27.5
9.5	8.5	42.5	28
10	9	43	28.5
10.5	9.5	43.5	29
11	10	44	29.5
11.5	10.5	44.5	30
12	11	45	30.5
12.5	11.5	45.5	31
13	12	46	31.5
13.5	12.5	46.5	32
14	13	47	32.5
14.5	13.5	47.5	33
15	14	48	33.5
15.5	14.5	48.5	34
16	15	49	34.5
16.5	15.5	49.5	35
17	16	50	35.5

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Bethlehem Tilahun Alemu has broken every popular perception of Ethiopia, now she wants to start a coffee brand

Shopping Cart

Bethlehem Tilahun Alemu has broken every popular perception of Ethiopia, now she wants to start a coffee brand

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