Brand Story to Watch: Oliberté Shoes

He was rejected not once but twice on television by the investors featured on the Canadian business show Dragon’s Den.

But Oliberté founder and CEO Tal Dehtiar refused to compromise his mission of helping Africans through jobs, not aid, while creating beautifully crafted shoes for a western market at an affordable price.

As far as brand stories go, we think Oliberte’s star is on the rise. Here’s why.

What we love about the Oliberté brand story:

• It’s a values driven company that refuses to compromise itself, rejecting advice from business moguls and buyout offers from larger players who could compromise the core values of the brand and the brand story
• It is the first Fair Trade Certified shoe company in the world Tal Dehtiar is likeable and honest on camera and in interviews
• Their Ambassador Program, which features stories on employees and vendors
• Tied into emerging artists and other influencers
• Shares the stories of African athletes and pledges a portion of sales for their support
• While the Dragons may not have seen this company’s potential, an emerging, younger generation does:
  • The Toronto Star reports that Fair Trade sales went up by 2 billion dollars from 2011 to 2012 alone
  • The tragic collapse of the Bangladeshi clothing factory which killed more than 1000 people got people thinking about the actual cost of the clothing they wear

Growth Potential for the Oliberté brand story:

• It’s a brand with room to grow its storytelling, both in copy and visuals, particularly video, especially from Africa
• Tal Dehtiar’s commitment to what he is doing is so deeply seeded, we are excited to hear the origin story of  what inspired him to create the brand
• We are excited by the potential of real customer stories, photos and videos and can’t wait until they empower their customers to help them tell the Oliberte story

The company is on track to make $2 million next year. It’s small but growing. It has the making of a great brand story that isn’t willing to sacrifice its values or the dignity or safety of people working on the other side of the world to make cheaper clothing.

We can’t wait to see where they go.

All Photos Credited to: Oliberté