At the recent UNIDO forum held in Bahrain, Ethiopian luxury designer Samrawit Mersiehazen, founder of the Samra brand, shared her inspiring journey and insights into the fashion industry with Farah Baig. We reveal the remarkable path which took her from creating makeshift bags out of plastic and fabric to leading a globally-recognised luxury brand, whilst empowering women along the way.
Ms. Mersiehazen, affectionately known as Samra, began her journey in fashion at a young age. “I’ve been doing this business for almost 12 and a half years,” she shares. “My first inspiration was making old plastic bags with fabric for my brother when I was nine or 10.” This early foray into design, though born out of necessity rather than passion, planted the seeds for her future endeavours.
Despite numerous challenges, including being a single mother and navigating the complexities of the fashion industry, Samra’s determination never wavered. “I had to be tough and had a choice to quit or just be strong.
Everything is tough so I said I have to be tougher,” she explains. Her resilience paid off, as her brand made its international debut at the prestigious Mercedes-Benz Fashion Week in Berlin, followed by showcases in Paris, New York and Tokyo.
The company is world-renowned for its array of men’s and women’s leather shirts, jackets, coats, handbags, wallets, laptop bags, shoes and other apparel. A selection of her coveted range of bags can now also be found in Bahrain at Market Street located in Umm Al Hassam.
One of the defining features of Samra’s brand is its deep connection to Ethiopian culture and resources, particularly the country’s exceptional leather. “In Ethiopia, we have the best leather,” she notes. “Its nature is different because the fibre is criss-cross, which makes it very beautiful and dense and at the same time very soft.” This unique quality, combined with Samra’s commitment to international standards of craftsmanship, has allowed her to carve out a niche in the competitive luxury market.
Beyond creating luxurious products, Samra is deeply committed to empowering women. “Out of our 100 employees, 95 are women,” she says. “This dedication stems from my own experiences and struggles as a woman and single mother of two. Ultimately, my goal is not just to provide jobs but to foster an environment where women can thrive and gain financial independence.”
Her efforts extend beyond employment. Samra’s initiatives include providing legal support for women facing domestic violence and training programmes that allow women to work from home, ensuring they have a sustainable income.
Samra’s vision for the future is expansive. She aims to increase the brand’s international presence, particularly in regions where it currently lacks representation, such as the Gulf area. The UNIDO World Entrepreneurs Investment Forum in Bahrain provided a valuable platform for her to network and share her story. “The networking is the best thing that you can do. Sharing our beliefs, sharing our thoughts… I took lots of lessons from this conference,” she reflects. Her participation not only highlighted her achievements but also underscored the importance of forums that facilitate cultural exchange and economic collaboration.
Samra’s inspirational journey from a young girl with a dream to a celebrated international designer is a testament to her resilience, creativity and commitment to empowering others. She wants her story to provide motivation to young women and girls in Ethiopia and around the globe, particularly those who aspire to make their mark in the world. “‘If Samra can do it, then I have a chance too,’ is what I hope others will think,” she concludes.
