Startup Story
Kunjina Tesfaye is the founder and creative director of Kunjina, a fashion brand established in 2017 in Ethiopia while she was a university student studying construction technology and management. The brand mainly caters to women and also makes some unisex items. Kunjina’s main sales outlet is the physical store located in Addis Ababa, and the business is also on its way to launching an e-commerce site soon. Kunjina currently has five employees working for the brand.
LoA learned more about this growing fashion brand from founder, Kunjina Tesfaye, this month.
What does your company do?
Kunjina is a ready-to-wear brand that makes comfortable and stylish pieces for people within the age range of 20-40. Established in 2017, Kunjina uses inspiration or concepts that arise from the designer's personal experience. The brand makes one main collection and one or two ready-to-wear collections annually.
“After learning about the fashion industry and its potential, I knew it could create a lot of job opportunities across the supply chain, so it also became a social responsibility.”
“I believe when the work comes from a personal place, it portrays a true feeling therefore the output becomes authentic.”
What inspired you to start your company?
My passion for fashion started at a very young age, and at first I wanted to start my company so I could work on something I love. But after learning about the fashion industry and its potential, I knew it could create a lot of job opportunities across the supply chain, so it also became a social responsibility.
Why should anyone use your service or product?
What makes Kunjina unique is the crafted details and elements used on the garments to narrate the inspiration of each collection. These crafted details include techniques like painting on fabrics, embroidery, and fabric manipulation. The brand uses inspiration or concepts that arise from the designer's personal experience. I believe when the work comes from a personal place it portrays a true feeling, therefore the output becomes authentic.
“We are all passionate about fashion and the potential of made in Ethiopia products, so we all try our best to do a fantastic job in making quality products and to promote them well.”
Tell us a little about your team
Our team includes one main designer (founder), one main tailor, one assistant and two salespeople. We are all passionate about fashion and the potential of made in Ethiopia products, so we all try our best to do a fantastic job in making quality products and to promote them well.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
Even though my passion lies somewhere else, I joined Addis Ababa university to study construction technology and management because my parents wanted me to have a 'plan B'. In 2017, while I was a fourth year student in college, I joined Wossi International Fashion Institute and took a short course in fashion designing. After acquiring some skills from fashion school, I established the brand Kunjina and started promoting it on social media. Then in 2018, which was my senior year in college, I joined the African mosaique fashion incubator program which taught me more about branding, business plan development, and overall how the international fashion industry works. By the end of the program, I made a collection named Art’itecture which was based on the collaboration of the two worlds I lived as a designer and an engineering student. The Art’itecture collection made me win the most creative, innovative, and promising fashion designer of 2018 award and I was also recognized by the American Embassy by being the runner up for the best fashion business model. My brand, Kunjina, was featured on many local TV channels, radio, magazines and also on BBC Amharic for my work that showcased my collaboration and passion for another field I chose to learn to make my parents happy. I was also one of the finalists at the 2019 Frankfurt Style Award and one of the pieces from my Art’itecture collection was shown on road shows in Berlin, Paris, and Vancouver.
In 2019, I collaborated with two other Ethiopian designers to open up a shop and I have been working full-time on my brand ever since. My aim as a designer is to use fashion as a medium to share my experiences and my creativity with the world. While working on my passion I want to support the local economy by creating job opportunities for people. As an advocate for Art, I aspire to become someone that can inspire new generations of Africa to listen to their callings and do what they're passionate about. Also, to prove to them that it is possible to follow one's dream, pave your own way, and become successful!
“As an advocate for Art, I aspire to become someone that can inspire new generations of Africa to listen to their callings and do what they're passionate about.”
What are your future plans and aspirations for your company?
Our future plans and aspirations include selling our items worldwide and opening a big job opportunity for people under the supply chain. Also, working on collaborative projects that will promote Ethiopia and its fashion industry.
What gives you the most satisfaction being an entrepreneur?
Having the freedom of decision making and being able to create job opportunities.
What's the biggest piece of advice you can give to other women looking to start-up?
Consistency is key! Have a lot of patience and don't let the inner child in you die.
Contact or follow Kunjina
WEBSITE | FACEBOOK | INSTAGRAM | EMAIL kunjinatesfaye@gmail.com
Why LoA loves it….
It is always inspirational to see new African fashion brands emerging on the continent and reflecting the creative design influences of each country. Kunjina Tesfaye’s creative journey is inspired by Ethiopia, a country which has a unique design spirit and style. Her distinctive fashion brand is fresh, youthful and distinctive, with an appeal that is attractive to buyers and wearers of all ages. At Lionesses of Africa we look forward to seeing the Kunjina brand grow and thrive, inspiring other young design entrepreneurs to follow in its footsteps. — Melanie Hawken, founder & ceo, Lionesses of Africa