In business, we often hear the phrase: “Start where you are.” But what does that actually look like when you have no funding, no connections, and you’re building from one of the world’s most overlooked neighborhoods?
Bethlehem Tilahun Alemu, a young woman from Zenabwork, Ethiopia, answered that question – not with tweets or TED Talks, but with action.
In 2005, she founded SoleRebels, a footwear company built using recycled tires, hand-woven fabrics, and traditional Ethiopian shoemaking techniques. Today, that company sells in over 50 countries, runs stores on multiple continents, and is celebrated globally for its innovation, sustainability, and authenticity.
But this isn’t just a story about success. It’s a blueprint.
Here are five timeless lessons we can all learn from how Bethlehem built a global brand from the ground up.
1. You Don’t Need Perfect Conditions to Start — You Need a Clear Vision
Bethlehem didn’t wait for investors or imported machinery. She started with what her community already had – skills, materials, and culture.
“We wanted to prove that we could compete globally – not as a charity, but as a world-class brand.”
– Bethlehem Tilahun Alemu
- Lesson: Start with what’s in your hands. Tools will come. Capital can follow. But if you lack vision, nothing can grow.
2. Culture is Not a Limitation — It’s a Competitive Edge
Rather than imitate foreign fashion brands, she leaned deeply into local identity. SoleRebels became known for its authentic African craftsmanship, sustainable practices, and cultural pride.
- Lesson: In a world of copies, originality wins. Root your brand in something real. People buy into authenticity before they buy the product.
3. Think Global from Day One — Even If You’re Still Local
Bethlehem didn’t build for her street alone. She built with a global consumer in mind – designing for quality, opening e-commerce channels, and speaking the language of ethical consumerism.
- Lesson: Your environment may be small, but your mindset shouldn’t be. Design to scale. Prepare to export – even when you’re still in the prototype stage.
4. Sustainability is More Than a Trend — It’s a Business Model
Bethlehem didn’t chase green buzzwords. She built a company on waste reduction, local sourcing, and zero-carbon workshops. Today, SoleRebels is one of the most environmentally friendly footwear brands globally.
- Lesson: You don’t need to harm the earth to make profit. Build models that serve people and the planet.
5. Ownership Matters — Don’t Build Just to Sell
Despite global recognition and media attention, Bethlehem stayed true to her roots and retained ownership of her company. Her focus wasn’t just scaling, but building a generational institution.
- Lesson: Growth is great, but don’t lose your soul in the process. Protect your values. Own your story.
Closing Note
Bethlehem’s story is not about being African. It’s about being bold. It’s a reminder that you don’t need to be in Silicon Valley to build something world-class. You can start where you are, use what you have, and grow into places you never imagined – if you stay grounded in purpose, originality, and service.
Build something worth building — not just for money, but for meaning.
