Firew Konjo - ETHOPIA

“Firew Konjo was born and raised in the Gamo Highlands of Ethiopia, an area renowned for its weaving traditions. Growing up in a family-oriented weaving community, Firew learned the craft while assisting his uncle. His skills were honed over time as he practiced on the loom when his uncle rested. The Ethiopian Sustainable Tourism Alliance (ESTA), a USAID-funded program, introduced him to craft development and market linkage. It trained many artisans but phased out in 2013, leaving over nine craft associations without market access. Realizing the need for marketing skills, Firew decided to shift the NGO model into a business that would bring these crafts to market.

In 2014, Firew founded Shimena in Arba Minch, starting with wholesale clients like Sabahar and Salem Designs, who remain loyal partners. Firew was motivated by the desire to change the perception of weaving among young people, who often saw it as a low-paying job and preferred urban, quick-money work. His goal was to revive the art, provide sustainable livelihoods for local women, and demonstrate that weaving is a respected, profitable business.”

- Bio taken from Shimena’s website