Elizabeth Berabose, the founder and CEO of Berabose Design, has always been passionate about clothing as a means of self-expression. For her, the way she dressed was a way of presenting herself and showcasing her personality. It was this passion that inspired her to create her own brand with the aim of empowering people to feel seen and express themselves through the clothes they wear. As a graphic designer by profession, Berabose infused her unique artistic style into her clothing designs, setting her brand apart in the industry. The design process for her brand started in 2021. Initially, they focused on creating custom-made products, and in 2022 they launched their first collection. According to her, the uniqueness of her brand lies in the distinct appearance of the clothing. The designs deviate from the traditional style seen in Rwanda and feature loose, oversized fits and a diverse range of colours, from brown to beige. “I aim to showcase the diversity of black and African skin tones through my designs,” she said. In addition to the unique aesthetics, Berabose also highlighted the brand’s commitment to sustainability, declaring that they use eco-organic products and a special process for fabric weaving that incorporates organic patterns from Tanzania. To achieve the desired colour, the brand utilises agricultural waste and plant-based dyes, according to Berabose. She mentioned that her brand has launched two collections so far and emphasised the cost-saving benefits of e-commerce over maintaining a physical shop. “Through e-commerce,” she said, “we are able to reach a global audience and explore new markets.” The brand’s impact extends beyond just aesthetics, as they are committed to sustainability and fighting climate change through their production methods. Additionally, Berabose highlighted the empowerment aspect of her brand, particularly for the seven-woman team, which includes tailors from rural areas. This year, the brand’s focus is on leveraging technology to continue innovating in the fashion industry. Specifically, they aim to enhance the online shopping experience and make it as immersive as possible, without the need to visit a physical store. The brand’s platform already includes a custom section, where customers can select the fabric, colour, and size of a garment they desire, which is then produced. However, Berabose said, they are also in the ideation phase of rolling out a digital customisation feature, which would allow users to see a preview of their desired garment before placing an order. Berabose highlighted several challenges that her brand is currently facing, including the need for funding to expand its activities and generate more sales. She noted that the local market is complicated, as buyers are not always available throughout the year, and there is a need to change mind-sets around why people should buy eco-friendly clothes from them. To address these challenges, Berabose shared that the Women in Business Initiative, a joint initiative between the Embassy of Sweden in Rwanda and Norrsken Foundation that aims to support and accelerate the growth of women-led tech-enabled ventures, has been instrumental in helping her brand. “They provided us with a free working space and equipped me with valuable skills, such as effective business prioritisation, which has been instrumental to the growth of our brand,” she said, adding that she also appreciates the significance of keeping her customers and team happy while maximising the resources available to the company. Looking ahead, Berabose has ambitious plans for the future of her brand. She plans for Berabose Design to be recognised as a leader in eco-friendly design solutions, pioneering this specific aspect of fashion on the continent and beyond. She also plans to continue innovating in the industry to create sustainable and impactful fashion. The primary goal of the Women in Business Initiative is to create women role models in their ecosystem, who can build successful ventures and inspire more women to own and run successful businesses.
