Ablenae Dawit: Stitching Success - The Story of Sewasew Deisgn

Sewasew Design was founded by Ablenae’s mother, Sewasew Hailu, who is also the company’s namesake. Ablenae explains that the business was his mother’s "way of expressing her passion for Ethiopian culture." Despite this inspiration, Sewasew Design faced significant financial difficulties. Four years ago, Ablenae decided to invest fully in the company, using part of his salary to revive the business. He has been the CEO ever since.

Rebuilding Sewasew came with many challenges. Without a physical store, Ablenae had to sell products door-to-door. "When you introduce a new product to the market, only a few people are willing to give you a chance," he recalls. However, this hurdle had its silver lining. These face-to-face interactions provided Ablenae with valuable customer feedback. He notes that this helped him shed assumptions about the business and reorient Sewasew to be more customer-focused.

Sewasew Design’s commitment to customer satisfaction has strengthened ever since. “We’re not just selling clothes, we are selling a feeling,” Ablenae says. Ablenae emphasizes that Sewasew Design offers more than just a transaction of money and garments. What Sewasew sells is the feeling the customer experiences when they make a purchase. To that end, Ablenae ensures that every aspect of Sewasew Design, from its shop to its customer service, is hospitable and inviting to customers. 

Ablenae remains eager to hear customer feedback, which is why his phone number is posted on the wall of Sewasew's shop, inviting customers to share their thoughts. He has received both praise and criticism, and each response motivates him to keep pushing the company forward.

“Fashion fundamentally is a business of storytelling,” Ablenae says. Through fashion, Sewasew is selling a story; the story of not giving up. Ablenae never tries to share this story, both through the clothing and his interaction with customers. Inspired by brands like Nike, he strives to ensure that every piece of cloth Sewasew makes is a story worth telling.

Crafting Quality: The Science of Manufacturing

Sewasew Design sources its garments from artisans in various regions outside Addis Ababa before manufacturing and selling the products. This approach is somewhat unconventional in the fashion industry, where many brands typically avoid direct involvement in manufacturing. Ablenae explains that they chose this path out of necessity, lacking confidence that outsourcing would deliver the quality they desired. However, taking on manufacturing came with its own set of challenges.

One of the challenges Sewasew Design faced was ensuring consistency among its products. Ablenae recalls how different batches produced by various artisans looked dissimilar, leading to significant frustration. To address this, he decided to study the science of manufacturing, gaining insights into the garment production process at an industrial level. He collected study materials from engineers in the field and applied what he learned to Sewasew's manufacturing, dramatically improving product consistency. 

However, Ablenae acknowledges that some inconsistency will always exist due to the nature of the fabrics they use. The traditional Ethiopian garments are often handmade, which contributes to these variations. Yet, to Ablenae, this uniqueness adds to the product's authenticity. "You see human nature through it. We’re not machines, and that’s the beauty," he says.

The Threat of Automation

One of the biggest threats facing the local garment industry is the replacement of artisans with cheap automated machines that produce more at a lower cost. This trend has significantly impacted Ethiopia's traditional garment sector. Although Ablenae is dissatisfied with the quality of the garments produced by automated machines, he is under no illusion of where the trend is going. “A market is just a market”, he says. He admits that regardless of their quality, automated machines can produce more, cost less, and have wide acceptance among customers. The solution, he says, is a measured implementation of these technologies while building a strong brand. He believes that Sewasew can only compete with these automated products by creating a genuine desire to buy among customers.

Challenges of Running a Family Business

While Ablenae feels fortunate to work alongside his mother, he also recognizes that their partnership can be challenging. His pragmatic, business-oriented approach often clashes with her creative spirit, leading to occasional hiccups in their journey. Despite these disagreements, Ablenae and his mother consistently prioritize the well-being of the business. He emphasizes that the company provides financial stability for his family, and as long as it’s thriving, they can overcome any other issues that arise.

Creating a Company Culture

As Sewasew continues to grow, Ablenae has come to realize the importance of strong management skills. He notes that while it's easy to create a positive company culture in a small organization, maintaining that culture becomes challenging as the company expands, especially when faced with underperforming employees. Ablenae’s goal is to cultivate an environment where everyone feels valued, with clear expectations regarding etiquette and job performance.

However, he is adopting a different perspective. Ablenae has learned that company policies often aim to address the actions of just a few problematic employees. Rather than imposing new rules on the entire organization for the sake of a few bad apples, he is beginning to believe it’s more effective to remove those individuals who disrupt the culture.

Currently, Ablenae says that transparency is the foundation of his company culture. He says that clear communication with his employees will lead to better understanding and compliance. Furthermore, delegating tasks has also made the company much more efficient. He believes that trusting his employees with crucial tasks has motivated them to perform better. 

What Drives Ablenae?

Ablenae says that he grew up in a family that valued hard work. As a child, he often took on tasks to earn his pocket money, which instilled in him the understanding that nothing comes for free and eliminated any sense of entitlement. He credits his family’s financial struggles with fueling his relentless drive. Witnessing his mother’s hardships has motivated him to avoid similar difficulties in his and his mother’s life. "I know it sounds harsh," Ablenae admits, "but I wish everyone experiences financial hardship. Overcoming that can give you a superpower."

The Need for Confidence

"I had to bet on myself," Ablenae reflects on his decision to fully commit to Sewasew. He emphasizes that confidence—and, more importantly, trusting yourself—is crucial for success. Pursuing what you believe in, even in the face of disagreement, is what defines a true winner. Ablenae’s confidence shines through as he asserts that he wouldn't change anything about Sewasew’s past. Despite the hurdles and challenges he faced, he believes he has learned valuable lessons and is pleased with how everything has turned out. In fact, he goes so far as to say that if Sewasew had been established under financially stable conditions, he doubts it would have achieved the same level of success.

Work/Life Balance

Although Ablenae believes in maintaining a work-life balance, he admits it’s something he struggles with. However, he has found his "third space" at the gym. For him, working out is more than just a hobby—it’s a vital way to preserve his mental well-being. Having previously struggled with anxiety, the gym provides him with a place to disconnect from the daily pressures of running a business. Along with reading books, the gym helps Ablenae reorient himself and maintain his mental health.

As we conclude our conversation with Ablenae, he offers a piece of advice that has helped him a lot. “Be open-minded,” he says. He adds that young people often are filled with strong convictions and passions that they might not hold to for long. So, instead of passionately clinging to our preconceived notions, it's better to keep an open mind and try new things as they might give us better results in our lives. He further adds that patience and humility are crucial to young people. “Whatever success you gain in life, [your young age] is a time of learning”.