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Hello world. This week’s #habesha entrepreneur series brings you the two trailblazer #ladybosses in the #Jewelry industry. These exemplary ladies are Felekech (Fei) Z. Biratu and Seble Alemayehu, long time friends and co-founders of the elegant Yenaé Collections brand. Enjoy their take on the startup life

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Disclaimer: This posting is extra special to our founder because they share an alma mater.

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Describe your brand in one sentence?

Yenaé is a high-end fashion jewelry brand that takes shoppers on a journey inside Africa, by offering exquisite jewelries that are deeply rooted in culture, with an added twist of modern design appeal. 

What was the turning point that switched your entrepreneurial dream into action?

Yenaé: Our personal experiences, living in different parts of the US showed us the magnitude of the lack of awareness that existed about Africa, especially in a positive light. We knew there was an opportunity to contribute in changing this perception and the narrative, especially, with both of us having been born and raised in Ethiopia, and knowing first-hand the creativity, craftsmanship, and resources that exists. This intersected well with two other factors: our interest in the fashion industry, particularly in jewelry, and a time when consumers have started caring more about their products and where it is made. 

What is your drive that keeps you going during tough times?

Yenaé: Knowing our “Why?” which is owning the responsibility of sharing the heritage and culture of Africa with the rest of the world. It is the bigger impact of what we’re trying to do with Yenaé, which goes way beyond just selling a product. 

If you have one piece of advice to someone just starting out, what would it be?

Yenaé: This goes with the above point; know ‘Why’ you’re doing what you’re doing (or thinking about doing). This alignment is what will keep you going in the long haul. Also, be prepared to fail at every turn, it will be your greatest learning curve that will help you pivot in the right direction. As women entrepreneurs, we’d especially advice other women to also keep in mind the unique challenges of being a woman in business. In the mist of being a daughter, a wife, a mom, and #bosslady, it’s importance to keep a balance of realist goals, self-care and mental/emotional well-being. 

If you like Seble and Fei’s advice on #4 , please share this interview.

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