Alright – so today we’ve got the honor of introducing you to Asmeret Tesfay. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Asmeret thanks for taking the time to share your stories and insights with us today. Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken to sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?

My situation is different as I have always worked a 9-5 job until recently. A few months ago I left a full-time position in the public social service field. Public service work has been my work experience for over twenty years. In those years, time and time again I would notice and be disappointed in how social service organizations were operating. I would find it to be performative, lacking values and systemic leadership. I came to a point of thinking-why am I not putting the same energy into my own visions vs. working my butt off for hypocrisy and gatekeepers. I’m also an idea person and realized I was always providing creative ideas as well as solutions with the thought of working on the same mission as well as being collaborative and usually my ideas would be taken and I would not get credit for them. In due time, I simply chose me and my nervous system. I came into full realization of my capabilities, my value and where I needed to pivot. It is vital for me to listen to my spirit and serve it. That is simply where I am standing at the moment. The rewarding part is knowing this and moving deeper into my purpose.

Now will I go back to a regular job? I am not opposed to it. The organizational culture will definitely need to speak to me and align with my stage of life.

As far as my business, I launched it over five years ago. Due to full-time work, full-time responsibilities and being an invested Mother- it has been on the back-burner those five years. I am looking at this current time as a relaunch of my business.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Asmeret Tesfay. First and foremost, I embrace and enjoy my God-given assignment of being a Mother to a beautiful and kind human who is also my little teacher in this life that we are navigating together. I am an amazing woman’s daughter and a proud older sister. A grateful first-generation American with deep and wide East African roots. I am a lover of solitude, eating good food and having soulful connections. A lover of art museums, music, African Black history, theatre, concerts, nature, coffee, learning new things, writing and good books. A grateful receiver of signs from God, a lover of symbolism and an individual who naturally enjoys being of service.

I got into creating and designing clothing accessories for a few reasons: It represents my aesthetic and I have always gravitated to classic staple clothing items. My love for fashion came natural to me as I was in a environment of a woman whose style was impeccable. Her taste in fashion came natural to her. She is also a professional seamstress and a tailor. That woman is my Mother. As I got older I realized my Mother’s style was never trendy-it was what I would call seamless and timeless. Growing up I never saw anyone else dress like my Mother. Her style was a part of her. It was one-of-a-kind. It is in her DNA and now in mine.

Because of my surroundings, I naturally grew to love fashion and have a natural knack of style. Unbeknownst to me at a young age; having a Mother who sewed all day provided my background to be filled with different fabrics, patterns and designs which naturally caused me to have a love of those very things. Ultimately, I started to receive visions of designs that I wanted to create at a younger age, but I didn’t pursue it until I got much older. I started with a classic design of ties which I call crossover ties. They are unisex and can be worn with a collared shirt, paired with a blazer and your favorite pair of jeans. Perfect for this season. I continue to create accessories that are classic clothing staples. As I mentioned my brand represents me and that is classic statements that never goes out of style/season.

Fun facts: due to my Mother’s impact on me, the name of my brand ASEL is the first two letters of my name and my Mother’s combined. And the font style of my brand is a play on my ethnic and cultural background’s language script.

Additionally, because of my love of impactful quotes and meaningful words, I have expanded my brand by creating tees and sweaters with resonating statements.

How’d you build such a strong reputation within your market?

I believe it’s because my products are very unique. As we know fashion cycles and my brand centers around classic designs and statements that are forever relevant. I started with unisex crossover ties and they have been around since the 1950’s. I also create neckerchiefs which have been around since the 19th century. I love classic fashion accessories that remain in the game and can be worn in many seasons. The bonus with my designs is that I create a limited amount, so the customer will not see many individuals wearing their same accessory.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

Over twenty years ago, I had a vision to open a brick and mortar in a different industry, but fear and taking a risk paralyzed me from moving forward. I have been playing it safe for way too long. As I am learning and growing-I am finding myself listening to my internal nudges more and embracing my own power. I am not wanting to waste any more time on my gifts/purpose. We only get one go at this life and I am being intentional about my life blueprint. I truly believe living out your purpose(s) and on purpose is true freedom.

Another lesson I am still unlearning is not thinking everything has to be in perfect order before I launch a product. I would often let too much time pass trying to make sure everything is just right when ultimately I will end up making a mistake and that is part of the process. We learn through our experiences and we should go at our own pace.

Contact Info:

• Website: www.aselclassics.com
• Instagram: asel_classics

Image Credits
Luna Sage Tesfay & Senait Hailu.