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Ethiopia has seen a growing number of influential women leaders who have made significant contributions across various sectors. From politics to business, these women have paved the way for future generations with innovation and leadership. One such remarkable leader is Amelework Giday, the Managing Director of Technostyle PLC. Amelework’s journey toward leadership began with a strong educational foundation. Growing up in a family that valued education, she graduated from Addis Ababa University in 1986 with a degree in Sociology and Social Administration. Determined to broaden her horizons, she moved to the United States, where she pursued an MBA at Pacific State University in California. After completing her studies, Amelework relocated to Nairobi and joined a family-affiliated furniture business. She worked her way up from the bottom, gaining hands-on experience in the furniture industry, which would later prove invaluable in her entrepreneurial journey.
In 1997, Amelework returned to Ethiopia and noticed a significant gap in the market, where, while there was a growing demand for furniture, there were no reliable imported furniture suppliers. Seizing this opportunity, she founded Technostyle, initially as an office furniture import business. The company flourished, generating strong revenue and profit as one of the first importers in Ethiopia. Recognizing that Ethiopia could produce high-quality furniture locally, she shifted Technostyle’s focus to manufacturing. This bold move allowed the company to contribute to Ethiopia’s economic development by reducing dependency on imports and creating jobs for local workers. Let’s hear more about Amelework’s journey in this one-on-one interaction.
What inspired you to start Technostyle, and what was the core vision behind the company? Could you also highlight its main areas of expertise?
The idea of establishing Technostyle emerged from my experience working in a furniture manufacturing company. I recognized a huge demand for imported furniture in Ethiopia and, in 1997, founded Technostyle with just four employees and modest capital. We began importing office furniture from countries such as Italy, the UAE, Malaysia, and China, quickly becoming pioneers in the Ethiopian furniture import market. This venture introduced high-quality, modern office furniture that was previously unavailable locally.
However, I was driven by a desire for innovation and long-term impact. I aspired to not just import products but transform Ethiopia’s furniture industry. I saw a significant gap in local manufacturing and an opportunity to build a business that adhered to international standards while fostering economic growth. This led us to gradually shift Technostyle’s focus from importing to local manufacturing, with the aim of creating jobs and contributing to the country’s economy.
Today, Technostyle is a leading furniture manufacturing company, employing over 350 people across five strategic business units, including foam, mattress, office, home, hotel, and construction furniture lines. We have expanded our vision to manufacture parts and components for small and medium industries still importing from abroad. Technostyle has not only become a dominant player in the industry but has also contributed to Ethiopia's economic growth. Our participation in international exhibitions and commitment to excellence continue to drive our success and solidify our reputation for quality and reliability.
As the leader of Technostyle, what are your main roles and responsibilities? What key areas are you currently focusing on to drive the company's growth?
As Managing Director of Technostyle, I oversee all company operations, manage strategic partnerships, and drive innovation to align with our 2026 vision of becoming the leading furniture manufacturer and supplier in East and Central Africa. A key focus is reducing dependence on imported materials by producing essential components locally, which strengthens the domestic manufacturing sector.
Our goal is to redefine industry standards through innovation, integrity, and excellence. I am passionate about manufacturing and constantly seek ways to improve our products and build a sustainable business model, particularly in response to challenges such as working capital shortages and the impact of COVID-19.
I place strong emphasis on team development, fostering a high retention culture where employees build long-term careers. We are committed to creating an environment where people feel valued and supported.
We are also constructing the largest furniture mall in East Africa and pursuing joint ventures to expand both locally and internationally, ensuring Technostyle remains a key industry leader.
What do you consider to be your biggest achievements in your professional journey so far? And, what is your guiding principle for success as a leader?
One of my greatest honors has been being recognized as a Leading Woman Manufacturer, which reflects my dedication to breaking barriers in a male-dominated industry. This recognition inspires me to empower women to enter the manufacturing sector and pursue their dreams. I believe women can excel in any field, and through my achievements, I hope to encourage others to embrace challenges and reach their full potential.
"My mantra remains excellence, quality, and innovation, and beyond work, i take pride in being a mother, with my children now joining the family business"
I am also proud to have helped establish Enat Bank, a financial institution focused on empowering women economically. Additionally, being nominated for the Africa Women in Business Award by the African Union highlighted my commitment to driving change.
Under my leadership, Technostyle has earned notable recognitions, including AEO Gold status and ISO certification. I am also proud of the 350+ jobs we have created, contributing to Ethiopia’s economy. Beyond work, I take pride in being a mother, with my children now joining the family business. My mantra remains excellence, quality, and innovation.
How do you envision the business landscape in Ethiopia shaping up by 2025? What role are women playing in driving the country’s economic growth?
As of July 2024, Ethiopia’s business landscape is undergoing significant changes, driven by economic reforms and greater female participation in the economy. The launch of Ethiopia’s first securities exchange (ESX) in 2025 is a major step in liberalizing the economy, attracting private investment, and modernizing the financial sector. This reform is expected to boost growth in key sectors such as telecom, finance, trade, and manufacturing.
In 2025, Ethiopia’s economic environment will be marked by liberalization, technological progress, and an increased recognition of women’s role in economic development. Women are stepping into leadership positions across industries, shaping a more inclusive and resilient business environment. Their strategic thinking, entrepreneurial spirit, and diverse perspectives are driving innovation and economic growth. The manufacturing sector, along with construction, furniture, and agriculture, is set for significant growth, and Ethiopian businesses are well-positioned to lead this progress.
Amelework Giday, Managing Director, Technostyle
Amelework Giday is the Managing Director of Technostyle, a leading furniture manufacturing company in Ethiopia. With a background in sociology and an MBA, she founded Technostyle to transform the furniture industry, focusing on local manufacturing, innovation, and economic empowerment, while championing women’s leadership in business.
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