LIONESS WEEKENDER COVER STORY
Paradise Fashion, a business celebrating Ethiopia’s proud hand-woven textile heritage and creating sustainable employment for local craftspeople
Genet Kebede, founder of Paradise Fashion, was born and raised in Addis Ababa, Ethiopia. From a young age, she loved fashion and the rich Ethiopian textiles she found in her own culture, yet she appreciated the inspiration coming from other countries and specifically the rich design heritage of Italy. In pursuit of her dreams, she took the opportunity to study fashion design and garment construction in Italy and then Argentina. However, Genet always knew she would return to her home. Living through the significant political disruptions that led to near famine for much of Ethiopia during her childhood, she believed she had an opportunity to contribute to her country. She wanted to help the many people, particularly women, she saw in difficult circumstances in her city. She also wanted to share the beauty of her country’s rich weaving traditions with the world.
Through her own fashion label as an Ethiopian fashion designer, Genet saw an opportunity to do both. In 1992, Paradise Fashion was born. Since founding the label, Genet has been celebrating the cultural tradition of Ethiopian hand weaving with a contemporary design aesthetic and providing sustainable employment to her largely female team. As a pioneer in Ethiopian fashion, Genet has built a brand and a business that supports the livelihood of a network of over 35 Ethiopian women who, with their skill, preserve and enhance the art of her country’s rich Ethiopian textile heritage.
Lioness Weekender spoke to the passion-driven Genet Kebede about her love of Ethiopia’s handwoven textiles and heritage, and about her vision for her business in the future.
What does your company do?
At Paradise Fashion, our ethical products are authentic, unique, and customized Ethiopian handwoven textiles, ladies-wear, scarves, shawls, home décor, and beachwear. We are trend-conscious.
What inspired you to start your company?
I was inspired by the love for traditional Ethiopian hand-woven textiles, the desire to preserve the beauty of this tradition, and to enhance the art of rich Ethiopian textile heritage. Also, to empower women with sustainable employment opportunities.
What makes your business, service or product special?
For the sophisticated woman seeking a distinct trendy look, our GENET brand is a lifestyle brand that is a limited release and unlike mass-produced designs. It’s authentic Ethiopian handwoven, while meeting global fashion standards within an acceptable price range.
Tell us a little about your team
Our team is composed of myself as founder and creative director, managing director, production manager, production supervisor, sales, operators and weavers. We also have external advisors on a contractual basis.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
No I didn’t come from an entrepreneurial background.
What are your future plans and aspirations for your company?
Within 5 years, to be a successful global brand by being accessible to the world using e-commerce and social media to increase sales locally and internationally by taking control of our value chain. We want to increase our employees by 75% in 2 years. We are looking for customers who value authentic handmade products and want to connect with the story behind the product. Our team will focus on how to increase sales and brand awareness by developing an impactful marketing strategy. We will increase sales and penetrate new markets both locally and internationally mainly via our online platform by 2028.
What gives you the most satisfaction being an entrepreneur?
Seeing happy customers and seeing our woman employees and artisans achieve sustainable lives.
What's the biggest piece of advice you can give to other women looking to start-up?
Know well what you want to do first before you start.
To find out more, contact Genet Kebede via email: info@genetcollection.com or visit the company website and social media platforms:
Website: http://www.genetcollection.com
Facebook: http://www.facebook.com/@genetcollection
Twitter: http://www.twitter.com/GENETKEBEDEET
Instagram: http://www.instegram.com/@genetcollection
Pinterest: http://pin.it/5P6ABNX
YouTube: https://www.youtube.com/@genetcollection
https://www.youtube.com/watch?v=7ayG7EjQn8Y
https://www.facebook.com/mellaethiopia/videos/interview-with-genet-kebede-part-1/728237417509215/
https://www.youtube.com/watch?v=kX2OZF1Zwps
https://www.youtube.com/watch?v=t9RODHdiIbo
https://www.youtube.com/watch?v=vSis5vtsuuc
https://vimeo.com/228095763
