There are few things that inspire me more than hearing the stories of others and how their personal journeys birth amazing ideas that they couragelously bring forth to the world. Because of this I always thought I would have more interviews in this space featuring creative goddesses, but for whatever reason it hasn’t happened until now.
I met Viva in 2006 when we worked together in a highly creative, yet very corporate environment. You know how when you meet certain people you just get a feeling that they are destined for greatness? Well, I felt that way about Viva.
I remember when we worked together that I would always keep a notebook with me because she would say these things that were so funny and quote-worthy that I would have to write them down. When she started telling me about her ideas for Inheritrea, I could feel the passion radiating from her and have been so inspired watching her turn a beautiful dream into a reality. I was so honored when she agreed to let me interview her here in my tiny space. I hope you can all see the beauty in her as well.… and no joke, these are the softest t-shirts i have ever felt.
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Hi Viva, I am so happy to be able to talk to you today about Inheritrea and introduce you to those who come to this space. Thank you for taking the time to talk with me and answer some questions.
Hi Stace! Thank YOU for taking an interest in what Inheritrea is all about.
Tell us about Inheritrea. What does the name mean and what is the mission of your business?
The name merges the word, “inherit” and, “Eritrea” to capture the idea of truly cherishing what has been left to us by generations past. My family is from Eritrea, a small country on the east coast of Africa that has a long and triumphant history. So, for Eritreans like myself, it may mean our language, culture, traditions; but it’s such a universal theme! For others, it may mean their maiden name, inheriting the Earth, even family recipes. In essence, I wanted Inheritrea to be a source of pride for Eritreans, but also serve as a way to educate the rest of the world about Eritrea and be a reminder of how we all share many more similarities than differences. So, that’s the philosophical translation. How am I planning to achieve such a lofty goal? That’s easy: t-shirts! Our mission statement reads as follows:
Our mission is clear.
Inheritrea aims to give Eritreans, and friends of Eritrea, the opportunity to SOW SEEDS OF PROGRESS. We seek to accomplish this by marketing high–quality apparel inspired by the richness of our culture and the fortitude of those that came before us. Net proceeds of Inheritrea are channeled to non–profit organizations and charities that support the further development of the State of Eritrea.
When did you first conceive the idea of Inheritrea and how long did it take you to launch from conception to reality?
This is always such a challenging question to answer because I think that on some level I always knew I would pursue a project like this. My mother and siblings emigrated to the states right before I was born so I had never been to Eritrea until the summer of 2008. That trip came at a time when I was really asking myself what I wanted my future to look like and, through an arduous and emotional journey, I found my answer. Visiting Eritrea prompted me to find a way to give back to Eritrea, a country that has been so overlooked by mainstream media. It was several months before I got the actual idea for Inheritrea. I attended a concert of the hip-hop artist K’naan and was truly moved by one of the songs he performed – “Waving Flag.” The next morning the idea for Inheritrea was born. That was February 2009 so it took close to a year to launch the webstore.
I know you are a non-profit organization so how are you funding your business?
I would love to say that I have dozens of contributors, but the truth is that so far it’s been a one-woman show! From funding to designing to photographing shirts to shipping them out, it’s just been me. I know you can relate to this!
I must say that I’ve had loads of support from unexpected places, which has been the most encouraging. It reminds of the line from The Alchemist: “When you want something, all the universe conspires in helping you achieve it.” So dope.
How are you marketing yourself to get your name out into the world.
So far, I’ve been trying to get some exposure on different blogs and sites related to non-profit causes but it’s been a slow-moving process. I recently set up shop at a charity event and got some great feedback so part of me thinks this will be the more fruitful route in the future. The spring and summer is actually full of many Eritrean events and celebrations that I’ll be excited to attend, as well. I really feel that the shirts need to be seen and felt in person to truly appreciate. Lately, I’ve also been toying with the idea of starting a blog to share more about who I am, how this idea came to be, etc. I’ll have to take a poll and see how many people would actually read it!
I would definitely read it and am sure many others would as well.
What has been the most rewarding aspect for you so far of starting your own business? What about the most challenging?
As I mentioned earlier, I think the most heart-warming and rewarding part of this has been the unexpected support. Former bosses, past co-workers, friends from high school – all people that bought an Inheritrea tee or even just took a few moments to write an encouraging email. When you’re working on something in your own little bubble it’s hard to know how it’s going to be received so a few words really do go a long way! I hope to make our first contribution to the National Union of Eritrean Women at the end of summer, so I expect that will be rank pretty high up on my “proudest moments” scale. On the flip side, self-promotion has never really been my strongest skill so I’ve had to remind myself that this is a cause that I believe very deeply in and use that as my motivation to say, “Hey, guess what I’m working on…”
I know your background is in fashion, how much of your prior knowledge in the industry help you while you were designing your line? Did you learn some new things with this endeavor.
Yes, my first “grown-up” job after college was for a manufacturer in downtown Los Angeles that also did in-house screen-printing. I learned so much there. Like don’t wear a Napoleon Dynamite t-shirt on a day when you’ve got meetings with partners. Not that that happened to me or anything. Seriously though, my position was in customer service and working with sales representatives across the country. I did get knowledge on fabrics, screen-printing, and merchandising techniques that has really helped with creating Inheritrea. But since my background was much more based in the business aspect of the industry, I’ve essentially been really working on developing a more creative eye, particularly on the graphics side of things. To give you an idea of where I was at when I started – I had NEVER worked on Illustrator before and have been teaching it to myself! I’m really enjoying viewing the world differently. I’ve gotten inspiration for future graphics from things that used to be mundane – even being stuck in traffic!
I absolutely adore my Inheritrea logo t-shirt, it’s incredibly soft and the fit is one of the most flattering I have ever worn. Can you tell us a bit about what went into the actual design process for your shirts from graphics to the yummy fit, they really are the perfect t-shirt in many ways.
You have no idea how happy it makes me to hear that! Quality is VERY important to me. I knew that if this project was going to be successful, fit and fabric had to be just right. So, I started my hunt for the perfect tee. I ordered several different styles before I found the Holy Grail of t-shirts – Alternative Apparel. I fell deeply in love with the fit of their Organic Scoop Neck Tee. I adore the open neck line since I am usually the girl you see stomping around in the shirt with the neck cut out of it! It’s the softest organic cotton I’ve ever felt. And, on a selfish note, I needed the shirt to be nice and long. I’m close to 5’10” so didn’t want a tee that I was going to have to keep tugging at! Since I’ve had friends of all shapes comment on how flattering the silhouette is, I know I made the right choice.
When I received my t-shirt it came with a beautiful postcard filled with all sorts of inspiring quotes and sayings. Where did these come from?
Honestly, Stacy – sometimes at home alone, I’ll catch myself gazing at that card when I need a boost of hope and inspiration. And the lovely thing about it is that many of those quotes were collected when I asked dozens of friends to answer the question, “what is your inheritance?” They’re true and honest answers from real people in my life.
I incorporated some Eritrean references and words in Tigrinya, our native language. It’s so powerful to see it all in print. And that’s exactly the type of feeling that I want to continue to capture with Inheritrea.
Do you have any advice or tips for others who are wishing to start their own businesses?
As corny as it sounds, (cue the violins) I think the most important thing is to follow your heart! I would have wanted to give up a million times if this wasn’t something that I felt the world needed. Next, I’d say organization is key. I always thought I was an organized person until I started this project. The earlier you start with that, the better – trust me! And you actually recommended The Seed Handbook, which has been an invaluable tool. If you’re interested specifically in starting a non-profit endeavor, check out Starting and Building a Non-Profit: A Practical Guide. It’s really direct and easy to follow. And lastly, I’m learning to cut myself some slack. Mistakes are going to happen and, when they do, do your best not to get bogged down in “coulda, woulda, shoulda.” Just pick up, be joyous, and do good work.
Thank you so much Viva for taking the time to share a bit about your wonderful, heart-filled company. I adore your passion and vibrancy and wish you wild success.
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If you are interested in your wearing your own Inheritrea organic cotton yummy softeness t-shirt that promotes awareness of the country of Eritrea visit http://www.inheritrea.bigcartel.com/




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