Internship Experience From Omotesando to the Studio in Ethiopia Someday
In this column, I, Eriko, an intern at andu amet, share a personal essay detailing my encounters, realizations, and internal conflicts during my time here.
I am currently a senior in college, and I started my internship at andu amet in the summer of my second year of college. I had lived in the Republic of South Africa when I was in elementary school due to my father's job transfer, so I had been interested in “working in Africa” and “international cooperation” since before I entered university, and when I was looking for an internship or volunteer position, I found andu amet. When I first learned about andu amet, I still remember how much I empathized with Ms. Samejima's philosophy and the brand's ideals.
It has already been two years since then, and I have been an intern for the longest time among the students present.
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With fellow interns
1. A new Perspective Arrived at the End of the Conflict - A Change in Thinking about “andu amet”.
As an intern, one of the things that impressed me the most was the change in my view of the andu amet brand. The view I had when I first joined the company, that it had its own workshop in Ethiopia and that Ethiopian artisans make bags using locally produced leather, has gradually changed over the past two years.
One of the triggers was about a year ago when we were having a meeting to discuss a new newsletter project. I proposed a plan that would put the Ethiopian connection front and center, but I received feedback that this would not be enough to attract customers. At that time, I honestly felt a little sad, a little uncomfortable, and a little complicated to put it into words. I thought, “Why is it that the most important feature of andu amet is supposed to be its connection with Ethiopia, but it is better not to push it too far to the forefront...!” I thought. However, as I continued my internship, I realized that simply saying “fair trade products from Ethiopia” was not enough to properly convey andu amet's appeal.
Many of the customers who visit our Omotesando store are interested in international cooperation, but their interests go beyond that. They want a bag that they can use for work, something that fits their lifestyle and concerns, something that looks good on them, something that is beautiful...they have a variety of wishes. In order to respond to these wishes, I have come to feel that it is important to convey the appeal of the design and functionality of the product itself and to have people understand it. Behind this change in thinking was also an awareness of my own actions. When I saw a product or website that said, “Please buy this product to support the producers” or “Please buy this product to save them,” no matter how much I thought, “They are doing a wonderful thing, and the product is cute! I realized that even if I saw a product or website that was doing something wonderful and the product was cute, I would not actually buy it if I did not have detailed information such as the size or if I could not imagine how I would use the product.
There are as many companies and organizations working on poverty alleviation, industry development, sustainability, etc. as there are known to be, and I am sure they are still growing. If I were a billionaire and had an abundance of money, I might have bought products from any number of such places. Or, if I had unlimited time, I might have gotten deeply involved with each of those companies and organizations. But in reality, I don't have enough time to buy everything I want, and in my case, not wanting to add as much stuff as possible, my opportunities to take actions such as “buying” are limited. I have realized this, in a way, cruel reality. At the same time, I realized that there must be many others like me.
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From this change in perspective, when asked what is unique about andu amet now, I reply that in addition to the fact that “our products are made by local artisans in our own studio in Ethiopia (fair trade products),” these products are “soft and fluffy and soothing just to hold,” “light and recommended for people who have trouble carrying heavy luggage. I recommend them,” and ‘their unique designs incorporating the beauty of the African wilderness and traditional Japanese craftsmanship are appealing...’ ...these are some of the answers to these questions. I believe that the fact that I was able to work so close to Ms. Samejima, who has had a variety of experiences from before the founding of andu amet to the present, was a major factor in my arriving at the new perspective that it is important for people to realize the appeal of the products themselves, in addition to the connection to Ethiopia.
2. Valuable Encounters, Realizations, and Joys
The most memorable part of my two years as an intern at andu amet has been meeting each and every customer. The most memorable part of my two years as an intern at andu amet is getting to know each and every customer on a personal level. Unlike the first time when I was anxious about serving customers, I now enjoy the responsibility of conveying the charm of andu amet to customers. I am especially happy when a customer becomes interested in a product and makes a purchase because of my customer service.
I also met many inspiring people whom I would never meet in my daily life. People who are leading the ethical field in Japan and abroad, people who have started their own businesses in Africa and are working hard every day, film directors, people who have experience in the JICA cooperation corps.... Every week, I meet people with diverse experiences and lifestyles, which broadens my horizons and makes me realize that there is such a life out there...! I am really learning a lot.
At the 5th anniversary of the concept store last October, we met the Ethiopian Ambassador to Japan, diplomats, and the famous Masinko (Ethiopian single string instrument) player Haddinqo, who played at the ceremony when the Ethiopian Prime Minister was awarded the Nobel Peace Prize in 2019, a memory that will last a lifetime! It was a memorable experience.
Also, because of our location, we sometimes have fashionable French and Qatari customers who just wander in. I am convinced that andu amet's bags are really nice and have the potential to become popular not only in Japan, but also in Europe, the Middle East, and the rest of the world!
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Concept Store 5th Anniversary Event in October 2023 (left) Haddinqo is teaching the Ethiopian musical instrument Masinko in person (right).
3. What I Gained from the “andu amet Internship” -Thanks for the Past Two Years.
It was also very interesting to see how the company as a whole operates, which I could see only because it is a small company. From the time the products are made in the atelier in Ethiopia, to the time they are shipped all the way to Japan, to the time they are prepared in the stores, to the time they are displayed in the stores and on the EC site, to the time they are delivered to the customers. As a member of the EC team, I was able to utilize my experience in the store and vice versa in analyzing and improving the EC site.
One of the most important things that I have learned in my travels is to put myself in the customer's shoes, even though it is obvious to do so. What are they looking for? I try to think about what they are looking for. This is true both when I am at the store and when I am analyzing the e-commerce site. Although I still have a long way to go, I think it was important for me to gain a perspective that separates what we want to communicate from the customer's point of view and what the customer wants to know.
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With my fellow interns as of 2024, Ms. Samejima, and Emi.
I have recently come to realize that my past experiences with andu amet have had a much greater impact on my future career than I had initially imagined. I feel that the various people I have met, the insights and perspectives I have gained, and the experiences I have had over the past two years have all led me to where I am today.
My internship at andu amet had deepened my love and admiration for Ethiopian leather products, and when I visited Addis Ababa Airport in March of this year, I immediately went to a store selling Ethiopian leather products. Now that I have achieved this dream, my next personal dream is to visit an atelier in Ethiopia. I am looking forward to that day.
#anduametintern #anduameteriko
