Gena is a religious festival marked in Ethiopia warmly and splendidly. The festival encompasses religious, cultural and social significance.
Beyond its religious roots, the holyday also serves as a unifying force, bringing Ethiopians together to proudly express their cultural heritage.
On such special days, Ethiopians prepare to beautify themselves with the colorful cultural costumes crafted from exquisite, hand-woven fabrics.
Among the prominent attires worn during such a holyday is the iconic Shemma, white cultural attires that are skillfully patterned and decorated with various colors and embroideries, accessorized with an array of vibrant jewelry, ranging from colorful beads to intricately designed silver or gold ornaments.
These traditional costumes worn during various other religious and cultural events, apart from beautifying the wearers and adding more color to the festival, vividly demonstrate the rich diversity of Ethiopian culture and the extent of Ethiopians’ creativity. Each intricate design reflects the unique tribes and regions within the country, symbolizing the shared wealth of traditions that exist within Ethiopia.
During Gena, Ethiopians, getting dressed with their traditional costumes, display their unique, diverse cultural attires proudly and pay homage to their ancestry. This communal act of celebrating heritage underscores the collective unity and diversity that permeates Ethiopian society. As Ethiopians put on their vibrant traditional outfits, they not only commemorate Gena but also illuminate the enchanting tapestry of their cultural landscape.
Moreover, the significance of cultural attire extends beyond reflecting an identity of a certain group and aesthetic value. Traditional clothing holds the power to foster a sense of belongingness and bring communities together during Gena. It serves as a visual reminder of the shared experiences, values, and customs that permeate Ethiopian society. The act of seeing fellow Ethiopians adorned with their traditional costumes ignites a sense of unity, pride, and respect for the diverse heritages that thrive within the nation.
By embracing their rich heritages steeped in history, Ethiopians enrich the spirit of Gena and create an unforgettable atmosphere, and solidarity that comes from preserving and celebrating diverse cultural traditions.
As Gena rapidly approaches, Ethiopians have been eagerly preparing to celebrate it warmly by utilizing the resources available to them. This includes the purchase of new garments and the preparation of special holyday meals.
In the bustling capital city Addis Ababa, market centers and bazaars are experiencing a surge of activity as customers flock to them to have marketable goods for festivals. Marketplaces and street vendors throughout the city are teeming with customers seeking to purchase Christmas lights, household items, and gift cards.
The lively scenes of shopping and bargaining can be observed in the markets and bustling streets of Addis. One customer, who caught the attention of this journalist, is Melaku Derese, engaged in a lively haggle with a retailer over a traditional Ethiopian costume known as a Shemma.
Despite the economic challenges faced by many Ethiopians during the holyday season, Melaku Derese remains undeterred in his quest to purchase Shemmas. He recognizes the immense importance of celebrating Gena and seizing the opportunity to adorn himself in traditional attire. After buying the Shemma, this journalist asked to share his perspective on Christmas and the power of holydays to bring Ethiopians together.
Melaku said that the cultural diversity among Ethiopians has never been a source of conflict. It has even given them a new color that magnifies their unity. He firmly believes that this unity is further strengthened during holyday periods, as evident in the vibrant marketplaces where individuals from all walks of life congregate to purchase and exchange holyday goods. Notably, Melaku takes pride in sharing that his Shemma was acquired from a merchant of Muslim background, symbolizing the nation’s celebration of unity in diversity.
Ashenafi Yilma, the passionate owner of Yemtu Bezena’s traditional Ethiopian costume shop, sees his role extending far beyond making a profit during the holyday season. He considers himself an essential part of the festivities, aiming to provide high-quality garments that not only showcase Ethiopian culture but also enhance customer satisfaction. By doing so, Ashenafi actively promotes Ethiopian traditions and contributes to the joyous atmosphere of the holyday.
Fasika Azeze, a seasoned professional exhibitor, has been successfully selling her products at various bazaars, including the renowned area, Arat Killo bazaar, for the past two years. She deeply understands the significance of holydays for merchants, recognizing them as valuable opportunities to maximize profits. Among these holydays, Fasika regards Gena as one of the peak seasons for selling additional goods and attracting a wide range of interested customers.
Fasika appreciates the vibrant hustle and bustle of the bazaars during the holyday season, as it provides her with a platform to connect with a diverse customer base and effectively cater to their varied needs.
The popularity of Gena as a time for both gift-giving and celebration further amplifies the market for her products. It is during this significant period that Fasika experiences a remarkable upswing in sales and profits, empowering her to expand her business and consistently offer her customers fantastic products.
Recognizing the deep connection between holydays and peace, Fasika profoundly acknowledges, “We commemorate holydays because we are fortunate to have peace and stability. Peace is the most precious gift we all possess.” She further elucidates that this appreciation for peace prompts her to express gratitude to the Creator whenever she sells her products at the bazaar, recognizing and cherishing the peace they enjoy.
Certainly, holydays are special seasons not only to feast with families and friends. They are also times where the economy revives, an individual’s unique talents are revealed and creativity is proved. Merchants like Fasika skillfully seize this opportunity to showcase and sell their exceptional, high-quality products. The festive atmosphere and increased foot traffic during Gena create the perfect setting for businesses to thrive and generate higher sales.
As the holyday season unfolds, Ashenafi, Fasika, and countless other merchants contribute their unique talents and wide array of products to the joy and celebratory spirit around Gena. Their dedication to craft, commitment to customer satisfaction, and appreciation of peace provide a solid foundation upon which Ethiopians can embrace the holyday season with gratitude and unity.
BY LEULSEGED WORKU
THE ETHIOPIAN HERALD TUESDAY 9 JANUARY 2024
