The Tale of a Hebu - New Artisan Debut from Ghana
Dear Ibu Allies,
I am Coleman Atubilla, founder of African Straw Enterprise Ltd. (ASE) in Ghana. While ASE was officially established in 2011, my journey with these talented artisans began in 1994. Balancing my role as a teacher, I worked alongside a small group of weavers, driven by a vision to create opportunities for women who lacked access to formal employment. As the impact of our work grew, so did my passion. I eventually made the life-changing decision to resign from my position as an assistant head teacher and dedicate myself entirely to ASE and its mission.
Growing up in Gambibigo, a community of skilled basket weavers, I witnessed first-hand how their artistry was often undervalued—baskets were primarily given as gifts rather than seen as a source of livelihood. When I lost my father at a young age, my mother was left to care for seven children alone, and providing for us became a constant struggle. Determined to support her, I pursued my education while learning handicrafts to contribute in any way I could. After completing high school, I refined my craft under the mentorship of my late aunt and other experienced artisans in my community.
What began as a small initiative with just 15 artisans, led by master weaver Ayine Ayinbono, has grown steadily, with over 5,000 skilled women across 13 villages. At ASE, we specialize in crafting exquisite handwoven baskets and woven home décor—each piece a testament to generations of skill, culture, and artistry. However, beyond the craftsmanship, ASE stands for something greater. We empower women by providing sustainable livelihoods, preserving indigenous weaving techniques, and transforming locally-sourced elephant grass into globally cherished works of art.
ASE artisans receive 90% of their earnings upfront, with the remaining 10% paid upon completion. Organized into groups within the villages, they weave from the comfort of their homes, allowing them to seamlessly integrate their craft with family, farming, and community responsibilities while ensuring financial stability. Outside our fair wages, ASE has regularly supported weavers financially with the school fees of their children. We experienced a full-cycle moment in 2022, when one of our weaver’s sons, Vitus Abentara, completed university and joined ASE as a field officer.
ASE officially received its Fair Trade Certification in 2023. Through our work in these communities, we have identified a pressing issue: the lack of access to clean drinking water, increasing the risk of waterborne diseases. To help address this, a portion of our sales is reinvested into the communities to provide potable water by building boreholes. So far, we have built 4 boreholes across our weaving villages.
One of our biggest challenges has been securing enough customers to provide our weavers with a stable source of income. With most of them lacking formal employment opportunities, consistent orders are crucial in ensuring that basket weaving remains a reliable and sustainable livelihood alongside their farming activities.
It is a privilege to work with these extraordinary artisans and share their craftsmanship with the world. The collaboration with IBU brings a promising opportunity to expand our reach helping us further our mission of empowering rural communities. I am truly grateful for this partnership and look forward to a successful and impactful journey together.
Mam pusiya,
Coleman Atubilla
Founder, African Straw Enterprise LTD.
